CompuMe hires firm to help with brand positioning

Three-year deal with market intelligence specialist Satvik follows recent MBO

Tags: CompumeUnited Arab EmiratesVirgin Megastorei2
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CompuMe hires firm to help with brand positioning Satvik's KS Vasudevan insists it is important for companies to base their decisions on statistical market intelligence. (ITP Images)
By  Andrew Seymour Published  June 28, 2010

CompuMe & i2 has hired Satvik to serve as its 'market intelligence solutions provider' as it sets about reinforcing its brand name in the market following a recent management buy-out.

Dikran Tchablakian, CompuMe's original founder, became the owner of the UAE operations of CompuMe and i2 last month after engineering an MBO structured by Arab Emirates Investment Bank.

He has branded the company a ‘digital IT solution enabler' following the move, and stressed that it will only focus on retail activities despite i2's previous distribution background.

The contract with Satvik will run for three years and see CompuMe & i2 call on its expertise to strengthen its market status and position its retail offering.

"We are looking for more than just a service provider - we are looking for a real partner to assist us regaining our leading market position and in reintroducing the brand building on our history and long experience in the region," said Tchablakian.

KS Vasudevan, managing director at Satvik, claims that success in today's challenging business climate can only be achieved when companies are able to take quick decisions based on accurate data.

"Our proven market intelligence and customer intelligence solutions are developed on high-end statistical analytics and this will facilitate i2 in efficient and faster fact-based decision making processes," said Vasudevan.

In addition to the Satvik arrangement, CompuMe has also appointed a PR agency as it looks to "reposition" its brand in the region.

As well as its own-brand stores, CompuMe UAE is the authorised ‘concessionaire' partner for Virgin Megastores in the UAE, Qatar, Bahrain, Jordan, Kuwait and Egypt.

Following the MBO last month, it is understood that Tchablakian has also begun negotiations to take over the Saudi franchise for CompuMe, which is currently owned by NTG Group.

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