Financial Daily from THE HINDU group of publications
Tuesday, May 18, 2004
Financial Daily from THE HINDU group of publications Tuesday, May 18, 2004 |
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Marketing
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Strategy Kinetic to revamp showrooms Our Bureau
Pune , May 17 THE Pune-based Kinetic Engineering Ltd is in the process of revamping its existing showrooms across the country. Named as the "Showrooms of the future" it has been designed by Incubis of Delhi and has started attracting a lot of attention. Talking to Business Line, Ms Sulajja Firodia Motwani, Joint Managing Director, KEL, has identified 250 dealers out of the total dealer network of 400 to cater to the new products hitting the market and also for creating new showrooms. She said the dealers have also caught on to the new design and about 80 have already completed the work spread across the country. Of this, about 30 were existing showrooms that had been upgraded to cater to the new look and 50 are new dealers who have opted for the new look. Of the new showrooms, two are in Pune, of which one is located in Pimpri Chinchwad area, the twin city of Pune. Ms Motwani said the idea behind the revamp was to offer customers a clutter-free environment and create a backdrop to bring out the beauty of the products on display. "The Kinetic colours of red, blue and grey have been maintained but now the showrooms sport a grey backdrop with red and blue triangles giving the whole area a feeling of space," she said. These triangles form the corners of the total area and each triangle showcases a single product be it scooters, motorbikes or scooterettes. "We found that there was no point in crowding the showrooms with all our product offerings. The people who walked into our showroom came with a preconceived idea and the clutter of vehicles created more confusion in their minds and they walked out of the showroom," she pointed out. A raised platform in the centre of the triangle will sport the new launch vehicle for the period. Ms. Motwani said these 250 dealers who sport the new look have been short listed by KEL and would showcase all their new products, which are slated to hit the markets. These include the three Italijet scooters, which is expected to run on Indian roads in September this year, upgraded version of Nova and the Kinetic Zing 80, launched in Pune last week. The company in their dealer meet held in May this year has put forward the idea of the new showroom to these dealers and have met with a good response, she said. The criteria for the selection included investment that could be made by the dealer as also the space that could be offered for the products. The new showrooms would have glass panels so as to make it inviting for people to walk into the showroom, she said. These 250 dealers would be present in the metros and mini-metros as also markets where Kinetic had good sales. Many smaller towns had been excluded from the present list as it did not seem a feasible idea to make that kind of an investment, she added.
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