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| Simmtronics On a Strong Wicket |
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Leading component vendor Simmtronics has a growing clout in the in memory module, motherboards and VGA cards business and is all set to grow its India business with its simple channel expansion strategy for pushing its products. Mr.Vinit Shangle, National Sales Manager, Simmtronics Semiconductors Limited, speaks with IT-Webquest on the details of Simmtronics’ go to market strategy.
Q.1 How is Simmtronics along with its partners responding to the slowdown?
We at Simmtronics decided to fight the slowdown by building up our infrastructure taking advantage of the lower cost compartive to before the meltdown. We setup our manufacturing plant at Roorkee for Motherboards & Graphics Cards. We increased our branches from 10 to 16. We kept launching new variety of Motherboards & Graphics Cards to keep the Channel interest high
Q. 2 Please elaborate your partner strategy in the region.
We at Simmtronics have a very simple Partner Startegy. We work with what we call them as "DIRECT BILLING PARTNER (DBP)". The DBP's are registered with repspected 16 branches with a approved credit line. We work with depth & width Partner so as to ensure maximun reach. We as a policy don't have a National Distributor or a Regional Distributor concept as we decided to be closer to the Partner fraternity and also cutting down the margins of one tier.
Q. 3 How many channel partners do you have? Is there any plan to increase the existing number?
Well we already have about 1800 DBP's registered with us. Adding & increasing these numbers is an ongoing process as we keep targeting new cities & areas. Since there is a fallout also of the registered Partner's we need to keep adding the numbers to ensure a stable increasing business month over month.
Q. 4 Do you have any promotional activities for channel partners in this quarter or in near future?
Promotion activities / Scheme / Programs are done through out the year. That is an ongoing process to keep the DBP's interest high & keep them linked with the brand. It also helps us to get them to commit volumes with us & thus effectievly block the sales for competitive brands. We will definately have new Programs for future which will be revealed at appropiate time
Q. 5 Which are the likely segments that you would be targeting?
Currently we are working with Reseller' / SI's / Traders & we will continue to work with them for some more time. In future we may target SME / SMB as we are planning to launch new product range for that segment
Q. 6 How are you formulating your go to market strategy for the retail market in India?
Currently we are not working in this space & have no immediate plans also to venture into retail space.
Q. 7 What has been done on the support side?
We have 16 support centres in India wherein we give support all other products. Apart from this we have online support also through our website www.simmtronics.com . All product drivers, warranty policy, RMA forms are also available onsite. We offer a table replacement warranty for our Memory Module across all the Support Centres. On the Motherboards & Graphics Cards, we strive to maintain a TAT of 7 days.
Q. 8 Which are the flagship brands that you sell and how do you look at their strengths in the market?
We only sell our brand SIMMTRONICS. We have never sold any other brand nor we will ever do it. What ever we will sell will be under our own SIMMTRONICS brand name
Q. 9 What is the next phase of growth for the company?
Our manufacturing unit at Roorkee is plank for us to grow many fold in near future. We would soon be manufacturing new & exciting range of products in Roorkee. These new products will be launched around Deepawali time. We also working on to increase the sales of current range of products ie Motherboards, Memory Module & Graphics Cards. We are very excited about the future as future for is all GROWTH for us |
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