The global programme, which has been exclusively created for the Appella global channel partner community, is aimed at enhancing product knowledge among its channel partners in the region, while imparting insights on consumer behavior within the various segments that the brand operates in.
Mr Wazir Ali Daredia, Managing Director, Appella International SA, said: “Key to Appella’s global success has been its inherent ability to be responsive to the needs and demands of its end-consumers. The Product Knowledge Programmes that we regularly conduct across the globe have led to a greater brand pride and confidence among our channel partners and retailers on the one hand, while educating them on the latest consumer trends within the specific segments that are relevant to the brand.”
“The continued focus on the Middle East region is an integral part of our global strategy for 2004 – 2005. We therefore decided to conduct our inaugural Product Knowledge Programme along with Brandz International for our UAE network of channel partners and retailers,” he added.
The first Product Knowledge Programme was conducted on September 26, 2004 and was attended by 120 Appella retailers and dealers from all across the UAE.
“The role of the programme goes beyond developing the basic domain knowledge of our channel partners. It enables them to face the bigger challenge of participating in catalyzing the relationship between the consumer and the brand and to foster better coordination between the different market segments,” he added.
Mr Alex Stephanou, Director, Brandz International Inc stated that one of the key aims of the Programme was to share the new Apella vision with channel partners and retailers.
“Appella belongs to the exclusive category of the Swiss watch manufacturers that is known for its quality and exceptional craftsmanship. Our dealers and retailers are the inherent link between our products and the consumers. Each one of them is a brand contact in itself that should precisely communicate the brand’s imagery and positioning. ”
“As the Master Distributor for Appella in the Middle East, we are committed to establishing strong bonds and alliances across our channel partner and retailer network across the region, which is the key to mutual growth.”
“These training programmes, which will be held regularly across the region, will also deal with different marketing factors that define the performance of business organizations such as, consumer behaviour, competitive marketing strategies, and the changing global environment,” he added.
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.
Monday, November 8- 2004 @ 15:06 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.