BenQ prepares Canadian sales strategy

It has been one year since Acer Peripherals changed its name to BenQ Inc. Now the company about to blitz the Canadian market to put its new name on the map

The company has inked a distribution deal with Markham, Ont.-based Comtronic

Computer Inc.

Wilbur Lin, a marketing and communications specialist for BenQ, (pronounced “”Ben-Cue””) was in Toronto last month to firm up plans with Comtronic.

“”A lot of people ask ‘Who is BenQ?’,”” Lin said. “”They say ‘Oh they are a spin off of Acer.’ But the Acer name no longer is associated with us. They have nothing to do with us or our products,”” he added.

BenQ stands for Bring Enjoyment and Quality to life. The company has taken the middle letter in and for its “”N”” in BenQ.

“”Acer is gone and we are now BenQ. People say why and what happened. It has caused some confusion,”” Lin said.

Early on the company faced a pronounciation problem with its brand name. Originally, BenQ was pronounced “”Ben K.”” Customers and potential customers were mistaking BenQ for “”bank,”” Lin said.

After four months BenQ president, Ralph Tang changed the pronounciation.

“”We will nurture BenQ and make sure it becomes a recognizable brand,”” Lin said.

BenQ also has created a mascot for its company — the butterfly.

According to Lin, Acer Peripherals was known for more than 10 years in the industry. BenQ considers that the company’s cocoon period.

“”As we open the cocoon the butterfly comes out for everyone to enjoy. BenQ will take all that product out to be enjoyed,”” he added.

The company’s biggest splash so far was at Comdex Fall 2002 show in Las Vegas. While the show slumped overall, BenQ’s booth remained the most active throughout the week.

Approximately 9,500 attendees swiped their cards at the BenQ booth, Lin said. He added that the company expected only 3,000 coming into the show.

“”We are new in Canada and we need a company like Comtronic to help us market BenQ to the channel. They know the market a lot better than we do,”” Lin said.

Comtronic was chosen because Lin found the distributor more approachable and very familiar with the product line.

More on BenQ’s product line and distribution plans in the Jan. 10 edition of Computer Dealer News.


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