"Our aim is to double our partner engagement by 2019"

Chandrahas Panigrahi,
CMO and Consumer Business Head,
Acer India
 

In a chat with VARINDIA, Chandrahas Panigrahi, CMO & Consumer Business Head, Acer India, discusses about the company's channel strategy, business model, factors considered for partner selection and channel enablement

Partner Selection
Partners are always the key to success for vendors, and a right set of partners and a robust channel strategy can drive a company towards success. So it is very important to choose growth leaders. While selecting partners, Acer observes the behaviour of buyers as presently end-users are adopting a combined-channel approach. It becomes easy for end-users to experience and consider Acer’s technology on the platform they choose.    

“We decide our right mix of partners by observing the buyer’s behaviour. These days, end-users are moving towards a combined-channel approach. Thus, being present in various retail formats makes our technology offerings both visible and available for consideration on the platform the customer chooses. We ensure that all these platforms (online and retail) exist in complementarily providing the Acer’s experience and expertise wherever customers are comfortable accessing it. Acer exclusive stores provide consumers with an immersive experience of Acer’s vast range of products and services under one roof. Our intent is to provide a unique retail experience to our customers and enable them to browse, touch, feel and experience Acer’s latest product portfolio crafted to appeal to the needs of all segments. We want people to walk away with a powerful and memorable buying experience,” explains Chandrahas Panigrahi, CMO & Consumer Business Head, Acer India. 

Channel Strategy
Partners play a critical role in positioning a brand in the market and they are the representatives of the brand to the customers. Acer has always been a channel-friendly company and the company is escalating its relation with the channel community to spread its presence in the SMB market segment. Acer will continue to strengthening its partnership with partners with the introduction of exciting promotion for both channel partners and users.   

“Being a channel-friendly company, we believe in growing with our channel partners. Our partners have played a crucial role in positioning Acer as a leader in the technology segment and have remained the key medium to reach out to our target audience. We are aggressively strengthening our partnership with the channel community to expand our presence in the SMB market segment. Our association with our channel partners has always been extremely rewarding, and further we believe in strengthening and supporting our partners by introducing exciting creative marketing promotion for both the channel partners and end-users,” reveals Chandrahas. 
 

Channel Business Model
The reason behind the success of Acer’s growth globally is due to its Channel Business Model which has helped the company to adapt with global IT trends, partnership with premium partners and reducing operating expenses. 

“Acer's unique Channel Business Model enabled the company to achieve sustainable worldwide growth. The model offers flexibility to adapt to changing global IT market trends, involves collaborating with the industry's top-tier partners and suppliers, while minimizing operating expense for both and enhancing profitability. Acer has put in place a robust channel strategy to accelerate growth. Acer is strengthening its partnership as well as customer outreach program with intensive engagement programs. It has forged strong partnerships with all the large format retail stores and smaller partners, with an aim to increase Acer’s brand presence in the tier-II and -III locations.  We aim to double our partner engagement by 2019 with deeper and wider coverage,” elaborates Chandrahas. 

Channel Enablement
Acer has always been supportive and encouraging towards partners to form a winning formula of supply chain management which enhances customer’s experience.  The company has over 5,000 partners and this growth is a result of channel-friendly policies and initiatives.   

“Acer's unique Channel Business Model is instrumental to the company's continued success. The model gives us the flexibility to adapt to industry trends and it encourages partners and suppliers to collaborate in a winning formula of supply chain management, allowing us to provide customers with fresh technologies, competitive pricing, and quality service. We have 5,000+ partners, which include exclusive stores as well as multi-brand outlets and this phenomenal growth and channel base is due to our very channel-friendly policies and initiatives. We also work closely with partners on financing their purchase, demo programs for high-end models, schemes to focus on portfolio to help them increase average selling price, training to ISPs through mobile app, etc,” states Chandrahas. 
Aparna Mullick
aparna@varindia.com