BenQ, previously known as Acer Communications and Multimedia (ACM), has been operating as the BenQ brand in the region and worldwide since 2001. BenQ’s global headquarters is in Taiwan with factories in China, Malaysia and Taiwan. From its Middle East headquarters in Dubai, the company covers territory extending from Pakistan to Morocco and the entire African continent and Saudi Arabia.

“Since 2001, we have grown at the rate of 35 percent every year. Recently, we have expanded our operations, as we want to be closer to the markets and have appointed new personnel to serve the region better”, said Manish Bakshi, General Manager, BenQ Middle East (ME).

Currently, BenQ’s product portfolio is divided into two Cs – Computing products such as monitors, optical storage, CD media and scanners and Consumer electronics focusing on LCD TVs, projectors, and cameras.

“We have found the volume of sales to be higher in the computing products category; however, we have attained more profits in the consumer electronics products. Additionally, we have opened an exclusive BenQ zone in Dubai that only sells BenQ products. Through this zone, we are trying to rouse the interest of the end user by promoting and demonstrating all our products here”, said Bakshi. “We are also planning to open a similar zone in Cairo. By February 2008, our Middle East customers can look forward to the launch of our latest product, the BenQ Joybook notebook computer.”

BenQ ME operates through major partners in countries where the brand has a presence. The company has master distributors that manage the distribution of BenQ products through retailers and resellers and making sure that the products reach the end users. The main customers include second tier retailers, systems integrators, corporate buyers, small & medium businesses and home users.

“We are now focusing more on the second tier retailers and resellers by giving them support through road shows, in-store promotions, seminars and conferences on our products, so as to make our market penetration bigger and wider. In the last two years, Dulsco has been immensely helpful in augmenting the number of merchandisers in our stores”, added Bakshi.

Most employees in this region are under BenQ ME; however, we have outsourced some merchandisers from Dulsco, which has brought overwhelming results in BenQ sales in the UAE.

According to Bakshi, Dulsco merchandisers are dedicated, experienced, and have extensive knowledge on how to sell and promote BenQ products. “They have not only helped increase our sales but also assisted in increasing brand awareness and positioning.”

BenQ and its master distributors have regularly conducted training sessions for these merchandisers. BenQ officials explain and teach them how to tackle crisis and predicaments in their work as well as how to position the BenQ brand against its competition in each retail outlet.

With more retail outlets opening all around the region, the BenQ brand is becoming stronger and more visible. “Our present strategy of outsourcing merchandisers is working well and we will definitely take in more next year. We are very happy and satisfied with the support we have received from Dulsco, especially because we are choosing our people from a good group of merchandisers”, Bakshi added.

“We are still expanding and hiring people for each product category per retail outlet, as each product needs a particular kind of understanding and focus. We would need more personnel and for that, BenQ will continue to work with Dulsco”, concluded Bakshi.