HP to fortify channel infrastructure for laser printers

DQW Bureau
New Update


Wants to expand aggressively into C and D class cities

Dominating laser printer business with 73 percent marketshare

(according to IDC), HP India wants to broad base its activities in India. The

company has announced aggressive strategies for laser printer business for

2004-05 and is betting on channels to make it a success.

More than consolidating its position as a leader in this

segment, HP would look at increasing the reach and size of the market with

affordable solutions for the customers. Taking this forward, this year the

company will focus mainly on expanding to C and D class cities across the

country, which will be primary markets for its growth.


Meanwhile, HP today launc-hed 23 new laser printers spanning

personal, workgroup and departmental segments, ranging from entry-level to

high-end models. The new portfolio comprises of LaserJet 9050 series, 2400

series, 4250 series, 4350 series, 1320 series and 1160 series.

Some of the key strategies announced for 2004-05 include setting

up more demo exper-ience units across the country, accelerate channel engagement

mainly with retail partners, channel education programs and structure programs

for partner profitability.

Elaborated Samir Shah, Country Category Manager (Shared Printing

and Connectivity - IPG), HP India Ltd, "HP has demonstrated its leadership

for over two decades offering innovative solutions at an affordable price and

last year, laser printer market as such has witnessed a tre-mendous growth from

12 to 19 percent in the overall printer market. The introduction of low-cost

entry-level printers fueled the growth and HP has always given products suiting

market requirements."


HP is quite upbeat about the latest trends in laser printer

business and the company has registered 62 percent growth in this segment, as

against the industry average growth of 58 percent. "Our go-to market

strategy and channel net-working had helped to regis-ter impressive growth and

we will continue with this in full-steam in the coming years," he added.

Talking about the thrust into the C and D class cities, Shah

said, "We will fortify our channel infrastructure to have maximum reach in

these markets and we are bringing down the cost of laser prin-ters to make it

pervasive in the upcountry markets. HP has always been a diffe-rentiator in the

market with its technology and approach to business. In fact, our new products

launched today are priced cheaper when com-pared to earlier." The com-pany

is also eyeing the critical replacement market evan-gelizing with new tech


DQW News Bureau