netrashetty
Netra Shetty
Agilent Technologies (NYSE: A), or Agilent, is a company which designs and manufactures electronic and bio-analytical measurement instruments and equipment for measurement and evaluation. The company's headquarters are in Santa Clara, California, in the Silicon Valley region.
Many of Agilent's predecessor product lines were developed by Hewlett-Packard, the American computing company founded in 1939. In 1999, the product lines not directly connected with computers, storage, and imaging were grouped into a separate company (Agilent), the stock of which was offered to the public in an initial public offering. The Agilent IPO may have been the largest in the history of Silicon Valley.
The company thus created in 1999 was an $8 billion company with about 47,000 employees, manufacturing scientific instruments, semiconductors, optical networking devices, and electronic test equipment for telecom and wireless R&D and production.
The distribution strategy
Agilent uses the following as potential distribution channels for its
product line unde LSCA division:
• Direct sales
• Distributors
• Resellers
• Manufacturer’s Representatives
• Telesales
• Electronic commerce
Direct sales is accomplished method of utilizing the communication channel of
personal selling whereby various direct interaction are made between the customer
representative and the Agilent account manager out of clear pull-demand as being
generated by the customer as well as pushing the new product to the customer done
during the interaction by the account manager. Direct sales call for efficient
interaction and customer relationship maintenance as being done by Agilent for not
only the end user but also the buying centre individuals.
Distributors are effective channels used by Agilent in the areas not covered by major
accounts thus distributors perform the direct function of the account managers. This
channeling strategy is followed in remote areas like Kerela, Madhya Pradesh which
are not covered by the territory account managers and the business is handled by the
distributors only and in exchange, distributors are provided good margin by the
organization.
Resellers are used by Agilent to market the products to direct customers usually the
small pharma and biotech players that are not covered by the account managers and
distributors. Such customers are smaller in size and thus are in direct contact with
Agilent resellers that market the products for Agilent.
Manufacturer’s representatives are the end users in the customer’s organization that
work towards marketing the product inside the organization. They are not a part of the buying centre yet have an indirect affect on the purchase made by the purchase
department. These are generally the end users of the products working in the
laboratory that don’t have the authority to affect the purchase decision but send their
inclination towards Agilent up the hierarchy thus aiding Agilent’s marketing. These
people are managed through effective customer relationship maintenance and other
non monetary benefits.
Telesales is another strategy used by Agilent for marketing its products whereby cold
calls are made by the assistant sales executives to ask for potential requirements by
any unexplored market or market players and further the brand equity is used to
effectively market its products to the consumers.
e-Commerce is another effective marketing channel including direct mails,
resourceful website having direct response applications, customer query mail reply
Many of Agilent's predecessor product lines were developed by Hewlett-Packard, the American computing company founded in 1939. In 1999, the product lines not directly connected with computers, storage, and imaging were grouped into a separate company (Agilent), the stock of which was offered to the public in an initial public offering. The Agilent IPO may have been the largest in the history of Silicon Valley.
The company thus created in 1999 was an $8 billion company with about 47,000 employees, manufacturing scientific instruments, semiconductors, optical networking devices, and electronic test equipment for telecom and wireless R&D and production.
The distribution strategy
Agilent uses the following as potential distribution channels for its
product line unde LSCA division:
• Direct sales
• Distributors
• Resellers
• Manufacturer’s Representatives
• Telesales
• Electronic commerce
Direct sales is accomplished method of utilizing the communication channel of
personal selling whereby various direct interaction are made between the customer
representative and the Agilent account manager out of clear pull-demand as being
generated by the customer as well as pushing the new product to the customer done
during the interaction by the account manager. Direct sales call for efficient
interaction and customer relationship maintenance as being done by Agilent for not
only the end user but also the buying centre individuals.
Distributors are effective channels used by Agilent in the areas not covered by major
accounts thus distributors perform the direct function of the account managers. This
channeling strategy is followed in remote areas like Kerela, Madhya Pradesh which
are not covered by the territory account managers and the business is handled by the
distributors only and in exchange, distributors are provided good margin by the
organization.
Resellers are used by Agilent to market the products to direct customers usually the
small pharma and biotech players that are not covered by the account managers and
distributors. Such customers are smaller in size and thus are in direct contact with
Agilent resellers that market the products for Agilent.
Manufacturer’s representatives are the end users in the customer’s organization that
work towards marketing the product inside the organization. They are not a part of the buying centre yet have an indirect affect on the purchase made by the purchase
department. These are generally the end users of the products working in the
laboratory that don’t have the authority to affect the purchase decision but send their
inclination towards Agilent up the hierarchy thus aiding Agilent’s marketing. These
people are managed through effective customer relationship maintenance and other
non monetary benefits.
Telesales is another strategy used by Agilent for marketing its products whereby cold
calls are made by the assistant sales executives to ask for potential requirements by
any unexplored market or market players and further the brand equity is used to
effectively market its products to the consumers.
e-Commerce is another effective marketing channel including direct mails,
resourceful website having direct response applications, customer query mail reply
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