TVS Electronics Ltd has announced the successful completion of one year of
the 'Genuine for Sure' campaign, targeted against the channel partners and
players involved in the supply of fake products.
According to the press release, TVS-E launched the 'Genuine for Sure'
campaign in September 2004 with the primary objective of educating customers
against spurious supplies and engaging them through authorized channel partners.
The success of "Genuine For Sure" campaign can be gauged by the fact
that to meet the increased demand, TVS-E has tripled its ribbon capacity and
doubled its print head capacity. Narendran, GM, Marketing, TVS-E, said,
"The Genuine for Sure campaign is TVS-E's endeavor to protect their
customers and safeguard their interest and belief in our company and
In September last, the Genuine For Sure was kicked off with the introduction
of tamper proof packaging for print heads, with holograms to guard from fakes.
Subsequently the prices of its 9w Print heads got rationalized with three months
of warranty. TVS- market share for its print heads has increased from 14 percent
in 2004 to 32 percent in Sep 2005. The campaign also included the introduction
of a contemporary packaging for all TVS-E print heads and supplies, which is a
major differentiator for the product in the market.
The second phase of the campaign focused on the Rate Contract Program that
aimed at enabling easy access of consumables through authorized channels. The
third phase was marked by the launch of i-Serve, an initiative aimed to promote
the sales of Genuine TVS Supplies and Support packs. The campaign involved
service engineers of TVS-E's Authorized Service Partners (ASPs) and third
party service providers (TPMs). With this offer, the service engineers can score
points for every TVS-E print-head, ink bank, ribbon and iSupport pack they sell,
and can redeem their points for exciting gifts. The i-Serve initiative is
primarily aimed at educating the service engineers and rewarding their role in
selling supplies and support packs. i-Serve is the first ever program for
service engineers in IT hardware industry and got an over- whelming response
with over 200 engineers enrolling across the country.
In an effort to reach the small and medium enterprises "Free Health
Check" was conducted in Chennai. It was aimed at educating the user on the
effective usage of printers and advantages of genuine consumables.
As a part of the fourth phase of the Genuine for Sure campaign, TVS-E tied up
with external agencies to conduct investigation and consequently take legal
actions against dealers promoting fakes. TVS-E has engaged the services of
Mumbai-based Enforcers of Intellectual Property Rights (EIPR), a leading
anti-counterfeiting agency and the Manufacturing Association of Information
Technology (MAIT) to help curb the fakes menace.
DQW News Bureau