MUMBAI: Global consumer brand Sony has announced its plans to enter the Indian B2B segment. The company will launch and market an entire portfolio of products including TFT monitors, plasma monitors and LCD projectors.
The entry into the B2B is in line with Sony India's plans to double its revenues by 2006. This strategy for growth will be fuelled by a dual approach where the company will drive growth by expanding its presence in existing categories and entering new high potential segments where the company can leverage its global product strengths, states an official release.

"Sony India sees the Indian B2B market as a strong move to offer the Indian consumer a more comprehensive range of global products," said CAV Marketing division head Katsuhiko Murase. "We see enormous potential in the B2B category and estimate that it will contribute over 20 per cent of our total revenues by 2005."
The company will launch and market an entire range of B2B products that will range from IT related products like TFT-LCD and plasma monitors, PC speakers to Storage Media and office automation products like LCD projectors, informs the release.

Sony India also aims to change the traditional way of B2B sales by developing its national network of Sony World's as a strong window for sales and direct customer contact. The company will also tap the more conventional IT channels and distributors through a three tiered partner loyalty programme to drive a wider reach, adds the release.
This range of B2B products will be supported by Sony India's national service support network with qualified product technicians who have been specially trained to service this range of products.

The Sony B2B business will also be driven by a marketing initiative that will involve individual doorstep marketing, in store marketing as well as large format corporate roadshows that will focus on enabling consumers to interact, train and understand product benefits in the presence of qualified personnel.