Apple will sell directly to large retailers & online partners
By MYBRANDBOOK
New country head of Apple India Michel Coulomb is in a process of restructure the distribution and sales chain strategy for iPhones, iPads and Mac computers. For consumers, this will mean Apple products will cease to be discounted as the number of distributors is pared and the company takes a hard line on maintaining prices.
The thinking behind the move is that the brand had been diluted by giving distributors a free hand to sell to any retailer, even at lower prices, three persons directly aware of the development said.
The earlier ‘open distribution’ strategy at Apple India had created a lot of discontent amongst its offline trade partners, since the distributors would often indulge in wholesaling to achieve targets leading to rampant deep discounting online and fluctuation in prices almost every day. “So much so, Apple was even considered as a discounted brand.
Coulomb, is planning to keep only Two national distributor- Ingram Micro and Redington. Rest Brightstar, Rashi Peripherals and HCL Infosystems will be phased out soon. Reason being these two distributors can ensure on the product reach across the country.
The aim is to resolve confusion over pursuing a volume growth strategy and keeping the brand’s premium status intact, with Coulomb coming down firmly on the side of the latter, they said. The terminations will take effect early next year.
Besides, as part of the new strategy, Apple will sell directly to large retailers and online partners, which will also mean better price control. This will be undertaken from the new distribution centre, which Apple has set up at Bhiwandi near Mumbai.
The report says, Apple India used to give a free hand to its distributors as they sought to meet the sales targets.
Online accounted for 55% of iPhone sales, hitherto driven by discounting. “While there will still be special promotions online for Apple products, the days of deep price cuts seem to be over.
BREAKING NEWS
TECHNO TRENDS
Nazara and ONDC set to transform in-game monetization with ‘
Nazara Technologies has teamed up with the Open Network for Digital Comme...
Jio Platforms and NICSI to offer cloud services to government
In a collaborative initiative, the National Informatics Centre Services In...
BSNL awards ₹5,000 Cr Project to RVNL-Led Consortium
A syndicate led by Rail Vikas Nigam Limited (abbreviated as RVNL), along wi...
Pinterest tracks users without consent, alleges complaint
A recent complaint alleges that Pinterest, the popular image-sharing platf...
E-Magazine
TECHNOTAINMENT
Netflix adds 'Moments' feature for saving, sharing scenes from
Netflix has introduced a new “Moments” feature on its mobile app, whic
Jacqueline Fernandez come together with YouTuber Mr. Beast for
Jacqueline Fernandez has partnered with American YouTuber Mr. Beast to b
MOVERS & SHAKERS
Visa elevates Rishi Chhabra as new Country Manager for India
Rishi holds a Master’s in Industrial Engineering from The Ohio State Univ
Genesys welcomes Albert Nel as Senior VP and Regional Sales Le
Genesys continues to deepen its investment in the APAC region. Earlier this
OPEN YOUR EYES
INTERVIEWS
Acer addresses evolving customer needs by consistently pushing
Acer offers a comprehensive range of products under one roof, including des
Delivering Critical Business Communication Solutions to Enterp
Arya Omnitalk and Syntel’s comprehensive suite of solutions and more than
HOT PICK
SonicWall Launches TZ80: A Powerful Solution for Remote Office
SonicWall announced today the launch of the TZ80, a groundbreaking securit
Gigabyte X3D Turbo: A Gaming Revolution
GIGABYTE X3D Turbo Mode is a cutting-edge feature that unifies cores distr
MAKE IN INDIA BRANDS
EXIDE INDUSTRIES LTD.
STERLITE TECHNOLOGIES LTD.
MICROTEK INTERNATIONAL PVT. LTD.
ADITYA INFOTECH LTD.
EMINENT CIO'S OF INDIA
ICONS OF INDIA
Icons Of India : NIKHIL RATHI
Co-founder & CEO of Web Werks, a global leader in Data Centers and Clo...
Icons Of India : MADHABI PURI BUCH
Madhabi Puri Buch is the first-female chairperson of India’s markets...
Icons Of India : Anil Agarwal
Anil Agarwal, the Founder and Chairman of Vedanta Resources Ltd., is r...
PARTNER SPEAKERS
PSU
IREDA - Indian Renewable Energy Development Agency Limited
IREDA is a specialized financial institution in India that facilitates...
IOCL - Indian Oil Corporation Ltd.
IOCL is India’s largest oil refining and marketing company ...
ITI - ITI Limited
ITI Limited is a leading provider of telecommunications equipment, sol...
VIDEOS
Top 25 Brands
Global Indian industry
Indian Tech Talent Excelling The Tech World - Thomas Kurian, CEO- Google Cloud
Thomas Kurian, the CEO of Google Cloud, has been instrumental in expan...
Indian Tech Talent Excelling The Tech World - Vinod Dham, Founder & Executive Managing Partner, IndoUS Venture Partners
Vinod Dham, known as the “Father of the Pentium Chip,” has left an...
Indian Tech Talent Excelling The Tech World - NIKESH ARORA, Chairman CEO - Palo Alto Networks
Nikesh Arora, the Chairman and CEO of Palo Alto Networks, is steering ...
STARNITE AWARDS 2024
ITFORUM 2024
CMO of the Year
WOMEN LEADERSHIP
IMAGE GALLERY
TRENDS IN TECHNOLOGY
MORE VIDEOS
ADVERTISEMENTS
TECHNOLOGY DISRUPTION
UNICORNS REVOLUTIONISING
