Bytes Document Solutions, sole authorised distributor of Xerox products and solutions in 24 sub-Saharan countries, has appointed Ashley Groenendaal to the position of Xerox GM: channel operations.
The move follows the recent appointment of Rectron as a local Xerox printer distributor.
In her new position, Groenendaal will increase distribution of printers and low-end multifunction devices (MFDs) in South Africa through its distributors, Square One and Rectron. She is targeting a greater portion of the printer market, which research firm IDC believes will grow by 8.8% in terms of printer shipments in 2006.
"Expanding our presence in the office printer market to give customers new, affordable and function-rich alternatives to those brands currently leading the market, must be a focused, targeted effort," Groenendaal says. "The arrangements with Rectron, with its 3 000-strong partner channel, and Square One must be managed effectively to maximise success of the channel. Our distributors and their resellers must feel valued and appreciated, they must be supported in their efforts to take Xerox products to market, and they must benefit from working with us."
Rectron takes to market entry- and medium-level Xerox printers, copiers and MFDs, expanding the brand footprint and ensuring organisations of all sizes are presented with product and solutions that cater for all their printing needs. Square One is a boutique distributor for Bytes Document Solutions, distributing specialised Xerox equipment to the market.
Groenendaal, formerly Xerox sales and marketing support manager, plans to enhance relationships with its distributors and resellers following the traditional four-P marketing approach:
* Product: Xerox equipment offers the necessary functionality for every segment of the market;
* Price: Xerox price points are competitive;
* Promotion: A wide-ranging promotion and advertising plan is under way to market the brand in conjunction with the distributors` campaigns; and
* Place: Ensuring a loyal channel will assist in increasing the Xerox footprint in the country. The company is implementing an authorised reseller programme to help its partners improve margins, increase profitability and benefit from more targeted support.
"Bytes Document Solutions is catering for a growing, increasingly demanding market, where it is essential to differentiate yourself among the myriad offerings," Groenendaal says. "We are emphasising loyalty as it is vital to successful channel operations. Creating loyalty requires an understanding of the environment, setting targets that are appropriate and achievable, measuring progress against these targets and then providing the necessary support and training required. It relies on transparency, understanding and support. Bytes Document Solutions is in a position to enable all of this."
Groenendaal joined Bytes Document Solutions, then Xerox South Africa, in 1994.
Share
As the authorised Xerox distributor to 24 sub-Saharan countries, Bytes Document Solutions, previously known as Xerox South Africa, is engaged in the marketing and servicing of the complete range of Xerox document equipment, software, solutions and services, and operating through an extensive network of distributors, dealers, concessionaires and channel partners. With black economic empowerment partner Kagiso Holdings owning a 27% stake of the business, it is a wholly owned member of the JSE Securities Exchange-listed Bytes Technology Group.
For more information on Bytes Document Solutions and Xerox, visit www.xerox.com/news.
Editorial contacts