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HOME REGIONS Middle East › Trigon bags BenQ LCD TV rights in UAE

Trigon bags BenQ LCD TV rights in UAE

by Stuart Wilson, Monday 17 March 2008

Retail distribution specialist Trigon has been awarded distribution rights for BenQ LCD TVs in the UAE. BenQ Middle East hopes to boost its LCD TV market share in the UAE and capture 10% of the total available market – a share that would rank it as the number fourth placed vendor in the market.

“BenQ and Trigon share the same vision of providing consumers with cutting-edge technologies in consumer electronics,” said Arun Chawla, COO at Trigon. “Our partnership proved to be successful and we look forward to increasing the company’s market share in the LCD TV segment to ensure more profitable growth for us both.”

Trigon, an Al Ghurair-owned company, was one of the first partners of BenQ in the Middle East, and the two companies have a relationship dating back to 2001. The first distribution company in the UAE to be awarded ISO 9001:2000, Trigon’s logistics, finances and services fit with BenQ’s distributor requirements to enhance the market penetration of its LCD TV.

“Last year, BenQ enjoyed 6.4% market share in the UAE in the LCD TV category. We believe that Trigon’s well-established presence and strong reputation will help us reach even the remotest areas in the country,” said Manish Bakshi, general manager, BenQ Middle East and Africa.

“The demand for our LCD TVs across the country has risen exponentially and our new full high definition models incorporate cutting-edge technology and futuristic design, which will spur on this growth. Trigon’s excellent brand representation such as Viewsonic, Samsung and LG as well as its understanding of the market will help position BenQ LCD TVs as one of the preferred brands in the UAE,” Bakshi added.

BenQ has established a strong market position in the Middle East. The company targeted total sales of US$95m in the region in full year 2007.

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