BenQ, a leader in digital lifestyle products, is to mount an aggressive marketing and promotion campaign in Saudi Arabia during 2005, designed to target the Kingdom’s young and affluent population who want to maximize their enjoyment of the latest digital technology.
Senior BenQ executives will take part in a series of regional road shows, seminars and marketing initiatives across Saudi Arabia, as part of a drive to further increases the company’s market share in the Middle East’s most important market.
It is estimated that half of the Kingdom’s 24.9 million population is under that age of 20, making the country an attractive proposition for BenQ, whose products are aimed at young people who want to enjoy technology such as MP3 players, notebook PCs, digital cameras, projectors, LCD TVs and monitors.
“Every major IT and consumer electronics vendor will tell you that Saudi Arabia is the most important market in the Middle East, but not many are actively engaged with their customers and partners on a day-to-day basis,” said Robert Dung, managing director, BenQ Middle East.
“BenQ has been steadily increasing its presence in the Kingdom over a number of years, and the time is now right for us to ramp up our activities and increase our market share, particularly in the youth sector, ” he added.
The aggressive program of activity was launched with a five-city partner tour, taking in Jeddah, Riyadh, Dammam, Al Khobar and Madina. More than 125 BenQ reseller partners were visited, together with executives from ESAP, one of BenQ’s main distributors in the Kingdom.
The 12-day tour was designed to further strengthen BenQ’s relationships with its resellers in Saudi and increase customer awareness with more BenQ point-of-purchase branding.
“Partners in the Kingdom provide a vital link between BenQ and our customers, and in order to provide the best service to both, we need to listen to their feedback, and if necessary act on it,” added Dung. “This is the first of a series of activities planned for Saudi Arabia during 2005 which we hope will boost BenQ’s visibility in the Kingdom.”
BenQ is supporting its recent tour with a series of in store product promotions with its distributors. Further road shows, which will take in the interior of the country, have been scheduled, and new partner announcements will be made.
