“All marketing / sales strategies for GIGABYTE will revolve around two things – channel profitability and innovative product technology / features” – Sunil Grewal, Sales Director – India, GIGABYTE Technology (India) Pvt. Ltd

2nd September 2013 | By Mouseworld Now Correspondent |

Sunil Grewal-Sales Director-India-GIGABYTE TechnologyIn an exclusive interview to Mouseworld Now,  Mr. Sunil Grewal, Sales Director – India, GIGABYTE Technology (India) Pvt. Ltd., reveals his business priorities, plans, and much more. Here are the edited excerpts…

Q.  Would you please give a brief introduction on GIGABYTE and the various products it deals in? 

Ans: GIGABYTE, one of the world leaders in IT hardware products, was founded in 1986, establishing our uncontested position in continuous technological innovation. By focusing on key technologies and achieving strict quality standards, GIGABYTE has been regarded as an innovative and trusted motherboard leader in the globe.

Right since its inception, GIGABYTE has been evolving in terms of innovation in product quality and features.

Product Innovation has been always a major focus area for GIGABYTE, and since 2006 the company has been setting and patenting multiple quality standards every year, such as 24 Phase Power VRM, 2oz Copper PCB, Dynamic Phase Power Switching Energy Saving Technology, All Solid Capacitor, and TouchBIOS, to name a few.

Q.  There is a huge demand in India for high-performance motherboards & other computer components and accessories. How has been your experience in the Indian market? 

Ans: We are excited that there is a growing awareness of products and the technology behind them, among users in the DIY (Do It Yourself) PC market. This trend augurs well for a company like ours which focuses a lot on R&D for coming out with innovative technologies required to make high-performance, high energy-efficient systems.

Q.   What is unique about GIGABYTE Products? How is it poised vis-à-vis major competitions in the market? 

Ans: We position ourselves in the market with two key focus areas: innovation in terms of product quality and features; and channel / partner profitability.

Product Innovation has been always a major focus area for GIGABYTE, and since 2006 the company has been setting and patenting multiple quality standards every year, such as 24 Phase Power VRM, 2oz Copper PCB, Dynamic Phase Power Switching Energy Saving Technology, All Solid Capacitor, and TouchBIOS, to name a few.

Q.   Where do you want GIGABYTE to reach in the next 5 years?

Ans: As always, all marketing / sales strategies for GIGABYTE will revolve around two things – channel profitability and innovative product technology / features.

Q.  Would you please detail on the recently launched 8 Series Gaming Motherboards, and the GIGABYTE Z87X-OC and GIGABYTE Z87X-OC Force motherboards? 

Ans: GIGABYTE’s G1-Killer motherboards support the latest Intel 4th generation Core processors. Packed with absolutely everything you’ll need to build an uncompromising, high-performance gaming PC, the GIGABYTE G1.Sniper 5 and GIGABYTE G1.Sniper M5 debut a range of exciting features including GIGABYTE Amp-Up Audio, several advanced audio technologies for serious gamers and audiophiles, including the world’s first onboard OP-Amp socket.

GIGABYTE Amp-Up Audio: GIGABYTE Amp-Up Audio is a range of industry-leading features and technologies that set the GIGABYTE G1-Killer motherboard series apart from the crowd. Amp-Up Audio includes a discrete high-end audio processor from Creative plus a comprehensive audio software suit, an onboard OP AMP, audio noise guard, front panel headphone amplifier and gold plated hardware.

The two models launched under this category are: G1.Sniper 5 and G1.Sniper M5. 

GIGABYTE 8 series overclocking motherboards: GIGABYTE’s 8 series range of overclocking motherboards are designed to push the latest Intel 4th generation Core processors to new heights.

We have launched two models, GIGABYTE Z87X-OC and GIGABYTE Z87X-OC Force, which debut a number of exclusive new and enhanced features that are designed specifically to help enthusiasts and overclockers get optimized performance from their hardware, as well as the most enjoyable OC experience possible.

GIGABYTE Z87X-OC Force: The GIGABYTE Z87X-OC Force delivers a sublime OC experience without compromising on features. Support for maxed-out 4-way SLI and Crossfire graphics configurations is paired with an incredible 16 phase digital VRM for the CPU and memory.

GIGABYTE Z87X-OC: Designed specifically for the purpose of breaking OC records, the GIGABYTE Z87X-OC offers unique, exclusive OC features that have never been seen on a motherboard before. Giving pro and enthusiast overclockers the edge on LN2, the GIGABYTE Z87X-OC sits at the bleeding edge of technical possibility, pushing the outer limits of performance.

Q.  What are the service support concerns   in the motherboards and accessories industry? How has your company made moves to address it? 

Ans: We have always felt that as far as post-sales service is concerned, the aggrieved customers or even channels partners should always have an opportunity to interact with the vendor companies directly.

In line with this, GIGABYTE Technology in August 2013 moved its Toll-Free Helpline Number in-house, to ensure improved support to both customers and channel partners. Our new Helpline Number is 1-800-22-0966. The company withdrew its previous helpline number which was outsourced to its national service partner, Accel Frontline. The number is manned by a team, trained and specializing in offering telephonic support on technical as well as basic queries, and providing feedback to the company to facilitate further service improvement.  Monitoring and enhancing the new toll-free number service quality will be an ongoing process for the company.

This comes on the heels of two recent initiatives taken by GIGABYTE India for enhancing post-sales services. Firstly, the company revamped its warranty terms with a focus on ensuring that every GIGABYTE motherboard end-customer gets faster and more efficient support.  The company offers a maximum 3-day Turnaround Time (TAT) in metro cities, and a 7-day TAT in non-metro cities as part its 3-year service warranty. Secondly, the company has opened GIGABYTE Exclusive Service Centers at key market locations across India. The centers are located either within or near the main IT hardware markets of the respective cities. The centers’ proximity to the IT market hubs in the allotted regions, go a long way in helping resellers provide quicker and improved services to their customers. These centers act as service hubs for India’s different regional zones.

Q.  The gaming hardware market is fast catching up in India? How encouraging the trend has been for GIGABYTE? 

Ans: This segment will be the most sought after one in the coming years. At GIGABYTE, we will continue to offer a wide variety of tailor-made solutions for both casual and hardcore gamers.

Q.  GIGABYTE  won three prestigious awards at the recently concluded Computex 2013, including two Design and Innovation awards from TAITRA in conjunction with iF, and the Best of Computex Award from respected media Tom’s Hardware. Your comments… 

Ans: We are excited to win awards, and we have been getting them regularly from both tech experts and consumer forums from across the world.

With reference to the awards mentioned by you, we are really honored to receive this kind of recognition from two of the industry’s most respected bodies, for our 8 Series motherboards. These awards acknowledge our determination to offer innovative features, highest quality components and the absolute best DIY PC experience.

Q.  With gaming enthusiasts increasingly taking to Zynga and other web-sponsored gaming avenues, is there a slump in gaming accessory sales? Any initiative from you to popularize gaming amongst youth? 

Ans: We have been in the recent past, associated with some of the biggest gaming events / contests in India, including BYOC and World Cyber Games (WCG) India.

We have taken significant strides towards promoting gaming culture in India, and also to connect with the local gaming community. We have been supporting LAN and video gaming competitions across the country. Simultaneously, the company is increasingly providing support to entities that require technological help as well as sponsorship for organizing gaming events. These entities include IT retail outlets, gaming (cyber) cafes, and engineering colleges (during their tech fests), among others.

Q.   Would you please reflect upon your range and type of clientele in India as well? 

Ans: We are always the first to come with a large range of motherboards whenever a new chipset / platform is introduced.

In August, we announced our new FM2+ motherboard lineup (GIGABYTE A88X motherboards) supporting the forthcoming ‘Kaveri’ AMD APUs with support for existing socket FM2 Trinity and Richland APUs.

Also in August, we announced the launch of latest range of 8 series motherboards based on the new Intel H81 Chipset (PCH) supporting the latest 4th generation Intel Core processors. GIGABYTE Intel H81 series motherboards include ATX and Micro-ATX models, bringing together a unique blend of features and technologies that offer the absolute best in terms of quality, durability and overall lifespan. 

Q.   What constitutes your key market strategy in India? 

Ans: As always, all marketing / sales strategies for GIGABYTE will revolve around two things – channel profitability and innovative product technology / features.

For motivating our partners, we basically have three focus areas – Channel Profitability, Product Innovation, and After-Sales Services.

Also, the newly opened exclusive, full-fledged service centers have gone a long way in allowing our channel partners to provide faster and superior services to their customers.

Q.   Do you plan any significant channel expansion in near future?

Ans: Quite recently, we have increased the number of our Value Partners from 2,000 to 2,800. However, we have also consolidated our Premier Partner base. This is because we like to have a closer, more focused working relationship with our partners. Being closer, our focus is on working for a common cause of knowledge-sharing among customers and partners alike. Consolidation among Premier Partners gives is an ideal opportunity to offer better support, carry out effective training / education, and also ensure more profitability for Premier Partners as well as Value Partners.

Working with a limited number of committed Premium Partners, helps us offer them every support we can, to help them focus on GIGABYTE business. This ensures that they get the most possible business and profits by working with GIGABYTE, and also their commitment towards the GIGABYTE brand. This focus in turn tickles down to the T2 level, where our Value Partners also get the best deals possible from Premium Partners and us.

Q.   Any special channel program that your company might have introduced in recent past? 

Ans: We ensure Channel Profitability by regularly coming out with attractive schemes under the GIGABYTE Value Partner Program (GVPP) for Value Partners; and GIGABYTE Channel Incentive Program (GCIP) for Premium Partners.

The online GIGABYTE Value Partner Program (GVPP) is a quarterly scheme for Value Partners; and. The incentives range from pen drives, and laptop bags to holiday packages and gold coins, etc., depending on individual schemes.  The scheme is open only for registered reseller partners who buy GIGABYTE motherboards (any model) from the company’s authorized distributors and GIGABYTE Premium Partners. To be qualified for the scheme, partners have to register themselves on the GVPP Website, http://event.gigabyte.com/india_reseller, on which they have to enter the purchased motherboards’ serial and check numbers to win reward points. As partners will win gifts worth the same amount as the number of points earned by them, more purchases will ensure more prizes. Also, partners can earn more points by purchasing higher end motherboards.

Secondly, we run the GIGABYTE Channel Incentive Program (GCIP) for Premier Partners. Premier Partners have to fill up a Registration (cum Target Acceptance) Form that also mentions the targets allotted for them. At the outset, we fix the rebate on different levels. We verify their Debit Notes against the data provided by respective distributors, using the latter’s Sales Out Reports. And   finally, we provide rebates as per target achievement. So again, the GCIP is absolutely transparent.

Q.   What level of channel engagement happens at GIGABYTE India? Your message to the channel community…

Ans: We treat channel partners as GIGABYTE’s extended family members. As over 95% of our business comes through partners, we leave no stone unturned to ensure their profitability. Channel Profitability is ensured by coming out with lucrative incentive schemes under the GIGABYTE Value Partner Program (GVPP) for Value Partners; and GIGABYTE Channel Incentive Program (GCIP) for Premier Partners.

Through our schemes, and other plans for the channel like training programs, and SI meets, we have built a committed channel base in different regions, and have succeeded to a large extent. We conduct regular meets for GIGABYTE SIs / Reseller Partners to educate them on how GIGABYTE motherboards are equipped to grow their business.

GIGABYTE regularly conducts about 25 System Integrator (SI) meets across India every quarter, with the objective of offering technology-based training and education to channel partners. Simplified training programs are the most essential feature of our channel engagement initiatives because such programs help in improving their product knowledge as well as confidence to better manage and support their customers.

 

© Mouseworld Now News Service

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