Financial Daily from THE HINDU group of publications
Friday, Sep 05, 2003
Financial Daily from THE HINDU group of publications Friday, Sep 05, 2003 |
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Marketing
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Strategy Gestetner draws plan to lure corporate clients Our Bureau
Chennai, Sept 4 GESTETNER India Ltd intends to decrease its dependence on the government for its business. At present, about 90 per cent of its Rs 68-crore turnover comes from the Governments, (which earlier used to buy stencil copiers from Gestetner). In order to raise its `corporate business' to at least 20 per cent of the current year's expected turnover of Rs 80 crore, the company has taken a number of steps, according Mr K. Swetharanyan, Managing Director, Gestetner India Ltd. The principal measure is the expanding its dealer network. At present, Gestetner has about 40 dealers. The number is expected to increase to 100, by the end of this year. Besides, there would be other promotional measures — ads (two per cent of the turnover) roadshows, conferences and meeting with potential customers, Mr Swetharanyan said. He said that Gestetner had come a long way from being a stencil-cut copier machine to a company that produced a range of hi-tech products. This transformation happened after Gestetner plc of UK was taken over by Ricoh of Japan in 1994. Today, some of Gestetner's products can do all the document-related functions — copy, scan, print and be a part of an IT network. They are modular too — a customer can buy a copier first and then keep adding other functions incrementally. Alongside, the company is also cutting down costs. In January it closed down its Nashik factory, where it used to produce consumables for stencil copiers. A VRS programme was brought in, through which about 100 people separated. With a combination of multi-channel distribution, aggressingive marketing and cost cutting, Mr Swetharanyan expects the company would be able to grow faster.
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