Mexico. Casio Mexico reported that its Projectors Division has launched a new commercial strategy and restructured its distribution channel, with the aim of focusing its business towards four main vertical markets: education, corporate, government and cultural institutions such as museums or galleries.
Among the sales pitches that the channel will find are the technological strengths and differentiators of Casio projectors.
First, it highlights the LampFree concept with its innovative SSI (Solid State Lighting) light source, which employs an efficient combination of laser and LED lighting technologies, to provide an extra-long life of at least 20 thousand hours and low energy consumption.
This hybrid light source technology is very friendly to the environment because it is free of mercury, a big difference compared to conventional projectors that use lamp as a light source. The LampFree® concept is a registered trademark of Casio worldwide, making it easy to identify by the consumer and market through the channel.
Casio projectors have high performance features in brightness and color reproduction, for their design and components require minimal maintenance and the sum of their particularities results in an attractive total cost of ownership.
In addition, all Casio LampFree projectors are manufactured entirely in Japan, have a three-year warranty on parts and labor, and three years or 10,000 hours of use for the warranty of the light source, whichever comes first.
"The projector category is one of the competitive ones in Mexico. It is a complex mix of manufacturers with diverse products, wholesalers, retailers and integrators in which excelling represents a challenge," says Claudia Romo, senior manager of the Projectors Division at Casio Mexico. "Faced with this panorama, our best arguments are in the benefits offered by the technology developed by the company, as it represents a great differentiator that our channel of distributors and integrators must exploit to the maximum to be successful," Romo added.
Restructuring of the distribution channel
With an eye on four vertical markets (education, corporate, government and cultural institutions), Casio has decided that its marketing strategy must combine two fundamental ingredients, sales volume and specialization in project integration.
Part of the strategy is the restructuring of its distribution channel, so it has defined that the companies CVA (Value Added Marketer) and CT International of the Northwest are the only wholesalers in the country.
"Choosing CVA and CT as business partners was a simple decision, as these are companies with great operating capacity, financial support and a wide network of distributors nationwide, which ensures the presence of brand and availability of inventory that will generate the desired sales volume," said Claudia Romo.
It is common for vertical market customers to have very specific needs that require the development of a tailor-made solution. To meet this demand for specialization, the company has appointed six companies integrating audiovisual solutions to serve projects in these markets. These are Nolasco Audio & Video (Nuevo León), which has the category of Premium Dealer Casio, Bluebytes Tecnología Fiable (Yucatán), Audiovisuales de León (Guanajuato), Corporación Multimedia y Audiovisual (Mexico City), JSP Soluciones (Nuevo León) and Inovat Technology (Mexico City).
"Our integrators have the experience and technical knowledge, in addition to having staff specialized in project design or after-sales service. This gives us the confidence that is required to compete in tenders, tenders and projects in which the volume of equipment is only part of the solution demanded by the user," Romo concluded.
To support this renewed channel of wholesalers and integrators, Casio already participates in the traditional business tours of its wholesalers, offers sales training to disseminate the technological strengths of its projectors and invests in the communication of the category through advertising, public relations and social networks.
In the short term, it is contemplated the implementation of a loyalty program for the members of the channel and other tools that facilitate their commercial work, which will be announced in the coming months.
