Microsoft Hardware's Yatra reaches 30 new cities

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | December 04, 2008
The company has executed this campaign across India to educate and motivate its channel partners

Microsoft & #BANNER1 & # Hardware, Microsoft's hardware division, has just completed two phases of its Discover India Yatra, a programme that helps it increase its interaction with channel partners across the country.

The on-road event is aimed at educating Microsoft Hardware's resellers and helping them improve sales. The programme was initiated in 2007 and it covered 60 Tier II and III cities in that phase. In the second phase, between July and September 2008, the company visited 30 more cities.

Speaking to afaqs!, Ashim Mathur, national marketing manager, entertainment and devices division, Microsoft India, says, "Our resellers in smaller towns are aware of our products, but don't know how to communicate the product benefits to their customers. Also, they may end up selling a few of the products and not the whole range. These events help them understand our products and they also motivate them."

At these events, the channel partners are given presentations about Microsoft products and experience the products for themselves. They are also given incentives in the form of spot offers.

The 30 cities covered are mainly from 12 states, including Punjab, Rajasthan, Gujarat, Maharashtra, Tamil Nadu and Orissa.

The programme is aimed at all Microsoft retailers and Mathur says that the average turnout for each event was between 80 and 100.

The Yatra has been executed in-house by Microsoft with the help of local teams across India.