Logitech to jumpstart its retail plans

It will have 50 outlets in 18 cities by Jan 2005 and the retail partners will

be enveloped under the new Logitech Regional Dealers (Lords) channel

program 

With a new country manager Moninder Jain at the helm of affairs at Logitech

India, the company has decided to rev up plans for its retail business. Earlier

it had plans to open Logitech showrooms on the lines of its Mumbai one, all over

country. This was the first ever retail demo center owned and managed by

Logitech in Asia Pacific.

These outlets were to act as demo centers where custo-mers to see the company's

products, though no business would be transacted. All sales enquiries would be

routed through the channel. But Moninder feels that this is not a viable

business proposition. Instead, Logitech will have its counters in retail

outlets. This shop-in-shop concept will reap better benefits for partners wit-hout

calling for extensive inves-tment from the vendor's end.

The company had rolled out its Logitech Retail Partner (LRP) initiative in

March, 2003, and had even appointed 30 part-ners under it. But not much traction

was seen in this space after the initial few months.

Moninder now hopes to change and add another 20 by end of Jan 2005 to take

the number to 50 outlets in 18 cities. He also plans to envelop the LRPs under

the new Logitech Regional Dealers (Lords) channel program. "A lot of Lords

will also have retail frontages, but they will have to have really good

frontages to become our retail partners," says Moninder.

In an effort to create a build brand identity in the market, the new boxes of

Logitech products will sport a 'Made in Switzerland' mention on it.

According to Moninder these small things go a long way when a customer is making

a purchase decision.

Logitech is also improving its field presence by adding more people on its

team. Till recently, the company had just three people. Now two people each in

north and south in addition to a product manager on board soon.

Logitech recently launched the "Land of Logitech' program for the OND,

2004 quarter. The highlights of the program include mystery incentives plus a

lucky draw for a trip to Switzerland for 17 winners across India. Also depending

on the level of achievement, participants will get certifi-cates, while the

qualifiers for the top three slabs will receive membership to the House of LORDs-Logitech

Registered Dealers Program. Even par-tners who are also part of the Genuine

Logitech Dealer pro-gram run by our distributor, Rashi Peripherals, will also be

a part of the Lords program. "This single program will unify all our

partners under one program," adds Moninder.

Logitech will launch a laser mouse in the country by the end of Dec 2004.

According to Moninder, this is the first product of its kind in the world and

Logitech is the only company that has these mice in the world. Available in two

colors-gun metal silver and onyx black-the mouse will be priced upwards

within Rs 6,000. The laser sensor has developed in collabora-tion between

Logitech and Agilent Technologies.

Vinita Bhatia


Mumbai