Penetrate the jobbers market, which is a major segment in metros. ``Wewant to make our presence felt in a different way,'' says Menon. ``We areplanning to develop franchisees in the jobbers market and create astandardised branded ambience.''Gestetner plans to exploit the jobbers market, portal companies and cybercafes to develop a new identity for Gestetner products. Also, for the firsttime, Gestetner is toying with the idea of developing a two-brand strategy,which will associate Gestetner with the existing product range and the newAfaicio brand with the most contemporary, upscale digital products.
The Gestetner portfolio includes duplicators (price range: Rs 12,000-Rs45,000), digital copiers (Rs 2.5 lakh to Rs 7.5 lakh) and copier printers(Rs 3 lakh to Rs 7.5 lakh).
Gestetner has invited three creative agencies to make a presentation on thenew identity for the Gestetner brand. ``We will finalise the plan inApril-June quarter,'' says Menon. Gestetner is expected to spend over 5 percent of turnover on non-media branding initiatives.
Also, for the first time, Gestetner is planning to set up a distributionnetwork of 500 dealers across the country. ``We have identified a need forstarting a new channel,'' says Menon. Gestetner has presently no dealersother than in north-eastern states. It operates through its 47 branchoffices and technical staff. The new channel is expected to boost thepenetration of hand-operated machines in rural and semi-urban areas, wherethere is enhanced focus on primary education and welfare projects.
After the peak quarter of January-March, Gestetner is planning roadshowswith mobile trucks displaying Gestetner range across rural areas anddistrict headquarters. Menon says India is emerging as a promising marketfor UK-based Gestetner. According to industry estimates, the current ratioof 1 PC per 500 employed person in India will increase to 1 PC per 50employee by the year 2005. ``Being the first player in the domestic marketto introduce digital range we are fully geared to tap this growth in PCconnectivity,'' says Menon.
Gestetner's Calcutta plant will become a global sourcing point forduplicators. Last year UK-based Gestetner sold 30,000 units worldwide, outof which 7,000 units (in the price range of Rs 12,000, Rs 20,000 and Rs45,000) were sold in India.
Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.