HTC Corporation, or High Tech Computer Corporation, is a Taiwanese consumer electronics corporation headquartered in Xindian District, New Taipei City, Taiwan. Founded in 1997, HTC began as an original design manufacturer and original equipment manufacturer that designed and manufactured laptop computers.

Case Study : SiS Distribution Sdn Bhd for HTC

Overview
SiS Distribution is a reputable leader in the communication and networking industry with more than 20 years of experience. Being a leader in the industry, they constantly come up with new exciting promotion to boost their sales and expand their reach to greater height. They want to increase their market share especially among the young generations. To accomplish this they wanted to run a total new concept of promotion which is exciting and can create a big hype in the market.

Background
SiS Distribution (M) Sdn Bhd, (SiS) was incorporated in Malaysia in October, 1989 and has since grown into an established and diversified organisation with business reaches extending throughout Malaysia. SiS’ objective is to establish themselves as a market leader in the distribution channel. Among some of the diversified range products offered include mobile communication devices, network security solutions, networking peripherals, multimedia devices and accessories, computer storage solutions and many more. With highly focused marketing strategy, SiS is able to bring the best returns on the investments for its principals and at the same time, vouches to give the best value for its customer’s investments.

Challenge
With a lot of new players in the market, SiS Distribution is in a great need to compete with them and really stand out in the industry. They started with one of their brand, HTC. They wanted to have an aggressive promotion and get their brand to be the talk of the town. Their main challenge is to capture the growing numbers of the young generation and at the same time to get a bigger share of market. They also wanted to encourage their dealers to take up more of their product which will directly increase their sales.

Business Boosters’ Solutions
Business Boosters’s solution to address their challenge was by giving instant rewards to their customers in their exhibitions and IT Fairs. The strategy was that when a customer purchases selected HTC mobile phones, they will receive a RM1390 worth of spa or a 3 days 2 nights Malaysia worth RM500 or 3 days 2 nights Bali or Phuket hotel stay worth RM600.

Results
The entire theme for the promotional campaign was really attractive and it was very effective in creating a buzz and capturing the crowd’s attention, and pulling them to come and find out what the hype was all about. It also helped significantly in increasing HTC’s brand awareness. The incentive voucher created a faster and better closing rate. In the KL Fair, the sales increased by 30% over the 3 day period where the total sales almost topped 500 units. In Penang, it created an even bigger effect with this promotion in which the sales increased by 80% during the 3 day fair and the total number sold were 160 units.

“In fact we hit a new High Record in our sales this time around although the competition this year was tougher” Feddy Ong, Product Team.

Following the PIKOM fair, they are currently using the holiday reward vouchers as an incentive and encouragement for their dealers to take up more of the product. This also proved very effective as their dealers are actually purchasing more now because of the higher value incentive given out together with the HTC mobile phone.