FRESH from meeting with BenQ executives in Sydney, New Zealand country manager Rick Jansen says he’s now in a position to focus on establishing a market.
Jansen is planning a roadshow in March, utilising BenQ distributor Tech Pacific’s database and taking the BenQ message to resellers.
He plans to take in Auckland, Wellington and Christchurch, as well as Palmerston North and Rotorua-Taupo.
“The idea is to create some demand with consistent advertising and regular product releases - particularly of notebooks,” he says.
Initially, product profiles for the New Zealand market will be projectors and notebooks.
“We’re also looking at input products, such as keyboards, and possibly DVD writers.”
Currently Jansen is working on putting a marketing budget together and forecasting for a six-month plan from his office in Albany, where he has just hired an account manager.
“I’ve got to make sure I get my piece of the pie and that when a product is released in Australia it’s available here.”
To ensure this, Jansen will be ordering containers direct from BenQ’s manufacturing plant in Taiwan.
BenQ Australia managing director Phillip Newton, appointed in late 2003, got the company name out and about last year through celebrity endorsements and targeted sponsorship of sporting and fashion events. Globally the company was the official IT sponsor of the Euro 2004 Cup. Jansen says he’s happy to look at sponsorship provided it adds value to the brand and is positioned correctly.
A survey in 2003 showed 25% of Australians were aware of the brand, growing to 75% recognition by 2004.
“I want the same for New Zealand and think that will happen through young, funky messaging. BenQ is one of the few companies out there with a good marketing philosophy.”