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Thu 23 Jun 2005 04:00 AM

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Delta displays its wares

Retail distributor Delta Business Products is holding a ‘retail in focus’ evening at the Movenpick hotel, Dubai on 27th June.

Retail distributor Delta Business Products is holding a ‘retail in focus’ evening at the Movenpick hotel, Dubai on 27th June.

The event will be the first time Delta has assembled all of its retailers and resellers together in the Emirate. The distributor has a vendor portfolio including Canon, Maxtor, Imation and Samsung as well as lesser-known vendors in the region such as Trust and MPIO. It is holding the event to give product updates and discuss Delta’s performance and strategy in retail.

“Three years ago we only had one team and they dealt with the retail and reseller channels, and we were treating the retailers like resellers. Now we have divided the teams into two, one to focus on each. The approach and the way we treat retailers and the programmes we offer are totally different,” said Govinda K. Siddartha, managing director at Delta Business Products.

The full extent of Delta’s product portfolio, which covers a wide range of products from PC peripherals, to flash memory to MP3 players will be on display. With the company’s focus firmly on the retail channel throughout its nine-year existence, it is in a strong position to comment on its progress and current boom across the Middle East.

“Any segment that is starting new and growing needs a lot of marketing investment and programmes. These are now being carried out in the retail channel by all the vendors we work with, as that is where consumers are going to see the products from day to day. The retail channel in this region is coming of age and every vendor wants to get a piece of it,” said Siddartha

Siddartha says that one of the reasons for Delta’s continued success has been down to its approach when picking vendors to work with.

“Our strategy has always been to pick up an unknown brand, distribute it, create a market and keep it on the shelf. Or we pick up a brand that is not properly represented or isn’t getting its due market share,” he concluded.

The Delta retail in focus evening takes place from 7pm at the Oud Metha ballroom of the Movenpick hotel in Bur Dubai, Dubai.

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