JVC Gulf – established in 1994 to oversee the distribution of JVC products in over 80 different markets – previously operated with a network of local distributors in main markets throughout its territory, with transit buyers, often operating from Dubai, supplying secondary and tertiary markets with JVC goods.
“In some ways, this system was successful,” explained Yoshiki Matsushima, General Manager – Sales, JVC Gulf. “From the purely financial point of view, this model was extremely cost effective and efficient as it dealt with fewer people on the ground.
“However, JVC has a commitment to its customers throughout the territory and not only those who happen to live in what are considered to be primary markets.”
In order to ensure consumers receive the same levels of customer care, detailed product information and after-sales service, JVC Gulf has begun a process of appointing specific distributors in the 80 markets it serves.
“This is the only way to guarantee that the ‘JVC story’ is told to every customer, in every country,” explained Matsushima. “Through these appointed distributors, JVC can now ensure its high standards of customer care are being upheld in every market, helping to build the JVC brand across three continents.”
The implementation of this new distribution strategy has been an ongoing process for JVC, which appointed its first secondary market local distributor in 2003. Since then, no fewer than 40 countries across the Middle East, West and Central Asia and Africa have seen local distributors appointed with Turkey, Cyprus, Tunisia, Libya, Algeria, Nigeria, Kenya, Sudan, Uganda, Sri Lanka and Kazakhstan all recently gaining an appointed JVC distributor.
One of the main tasks of a newly appointed local distributor is to open a JVC showroom, showcasing JVC’s full range of innovative consumer electronics and providing in-depth product information to help customers make an informed buying decision.
“JVC Gulf supports all of its local distributors by running sales promotions throughout the region and launching widespread, highly visible advertising campaigns,” said Matsushima.
“JVC Gulf also host an annual Key Dealers Meeting, to communicate with all of its regional distributors and share new product information, customer care initiatives and sales and marketing plans for the coming 12 months.”
So far, this new distribution strategy has been successful in initially building the JVC brand in markets such as Kazakhstan, Libya and Turkey and then increasing turnover. In Kazakhstan, for instance, sales have jumped from under US$ 1 million before the local distributor was appointed, to approximately US$ 8 million presently.
“In the short term, extending JVC’s distribution network has been a costly process,” said Matsushima. “However, this plan was not implemented for short term gains – JVC sees this as a long term plan which will yield long term benefits, such as heightening brand awareness and building customer loyalty.”
Wednesday, July 14- 2004 @ 11:19 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.