The same event also rewarded select retailers to recognize their efforts and enhance their motivation towards higher sales for brand’s continued success in the region.
Speaking on the occasion, Mr. Wazir Ali Daredia, Managing Director, Appella International SA, said: “Our corporate philosophy clearly defines the end user satisfaction as one of the key reason behind brand success. Such product knowledge programmes that are conducted by us across the globe have led to greater satisfaction for our end user and brand pride and confidence for the retail chain member. These sessions will focus on the key attributes and USPs of Appella watches.”
“The focus on Middle East is part of our global strategy for 2004 – 2005. We therefore decided to conduct this programme along with Brandz International for our UAE local market sales team to endorse our seriousness towards this commitment,” he added.
Mr. Alex Stephanou, Director, Brandz International Inc of Appella in the Middle East states that the key aims were to share the new Apella vision, enhance the product knowledge of our channel partners and reward their achievement. “We believe in recognizing the efforts of our channel partners towards maximizing Appella’s market penetration in the region. We recognize and value their contribution in relation to Appella’s market expansion. They are the true front line of our brand as they are the most frequent contact point between our product and the consumer.”
The event was one of the links in the marketing chain and in itself a new initiative for Appella. The event also encouraged the channel partners to collaborate with others and created a platform to share quality displays of innovative point of sales material and the advertising campaign that will be launched shortly in the region.
Also discussed during the event was the two pronged strategy of business development and brand building for Appella that the company has embarked upon. The brand’s key strengths – high quality Swiss watches and excellent price/quality ratio, have been leveraged, in a highly competitive scenario through various marketing initiatives to build Appella a brand that Middle East consumers recognize, desire and want.
This has also translated in to higher sales. The Rewards Programme also triggered higher sales last month, due to a higher motivated sales force. The overall sales surged up, due to introduction of the new Diamond Collection and ‘optimum replenishment’ of the Gold Collection.
“Appella believes in establishing strong bonds and alliances with all its channel partners across the globe. We believe that a strong and motivated network is inevitable towards sustainable mutual growth. As Master distributors, we will recognize our channel initiatives periodically; this will help us in developing a better understanding with our sales force which is the most intimate product-consumer interaction point,” added Mr. Stephanou.
A fully owned subsidiary of the Geneva, Switzerland based, Montres Appella Sarl Group, Appella has, since its establishment in 1943, become synonymous with superior workmanship, successfully integrating contemporary design elements, with the best of Swiss watch-making tradition.
The Appella brand today has a presence in more than 70 countries world wide, with a service network spread in over 32 countries. The Appella range consists of four broad collections; Appella 18K Solid Gold, Appella Diamond, Appella Mechanical and Appella Classique.
Sunday, September 26- 2004 @ 13:31 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.