Brother details channel plans at partner gathering

Brother Gulf has told partners it intends to focus on the high-end inkjet and colour laser multi-function printer markets as it looks to drive sales

Tags: Brother International Corporation GulfEconomic crisisUnited Arab Emirates
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By  Andrew Seymour Published  July 15, 2009

Brother Gulf has told partners it intends to focus on the high-end inkjet and colour laser multi-function printer markets as it looks to drive sales through the channel.

Although the printing sector has been badly hit by the downturn in end-user spending this year, Brother is eager to step up its engagement with the channel, promising to undertake “massive” e-marketing initiatives across the region and roll out more attractive incentives to reward high sales performances.

The vendor detailed its strategy for the coming year at a recent workshop attended by around 20 of its key distributors in the region.

It also honoured a number of partners for their efforts over its 2008-2009 fiscal year, which ran between April and March.

UAE-based Jumbo Electronics collected an award for its “significant contribution” to Brother’s mono laser printer regional market share as well as being named a regional gold partner for sales and marketing.

Lebanon’s Electronics Business Equipment and Saudi Arabia-based Al Maktaba from Saudi Arabia were recognised as silver and bronze partners respectively.

Al Mahbara Office Equipment Trading went home with the ‘Best P-Touch Sales’ award for making record shipments over the past year, while Qatar’s Video Home & Electronic Centre was crowned as the best retail partner. Arabian Business Machines’ Kuwait operation took the same accolade in the corporate sector.

“We believe in providing ample motivation to strengthen [partners’] commitment and help us surpass the record we have set in full-year 08-09 when we achieved 6% annual growth,” said Shinji Tada, managing director at Brother Gulf. “All our strategic partnerships, in addition to the loyalty of our regional customers, play a substantial role in achieving our goals, and this is our motivation to craft more Creative ways to maintain their loyalty and support.”

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