"The monitor market has grown by seven to eight percent over last year"

The monitor market has
grown by seven to eight percent over last year, in spite of the
growing popularity of notebooks. The 'Non-Bundled' market is also
doing fine, which again faces competition from 'Bundled' market. By
far, AOC is doing good in the market with 21.5 percent market-share
in Q1, 2010 and is continuously maintaining a 20 percent YoY growth.
AOC has
always focused more on tier-2 and tier-3 cities, where product,
partner network and stronger support are the key selling factors.
Tier-1 cities are more brand conscious and hence brand becomes the
selling factor there. Our strategy for tier-2 and 3 cities is
basically 'Go to Market' strategy offering them the right product
mix, building stronger and deeper channel network and working on
further improving the support system — be it services, schemes etc.
Product wise, we have a very strong line-up of entry level models
across all sizes. These are mass selling models, which can build the
bulk in tier-2 and 3 cities. Our distribution system has been our
strength and we have a very close relationship with our partners.
Trust, work focus and objectives are common, which makes the entire
team in sync. In fact our marketing is also specific primarily to
tier-2 and 3 cities with a very high focus on partner incentives and
channel visibility.

AOC has strategically been
more focused on tier-2 and 3 cities from the beginning. We have a
very dedicated distribution-partner network that keeps us growing.
Currently we have 14 platinum partners all across India for direct
billings and about 2500 AOC dealers below them for tier-2 and 3
cities. Our focus has always been on partner incentive programs like
dealer meets, schemes, festive celebrations etc and simultaneously
enhancing visibility at point of purchase through in-shop and on-shop
branding and PO display.