Logitech 2014 Annual Report Download - page 201

ADDITIONAL FINANCIAL DISCLOSURES
MARKETING, SALES AND DISTRIBUTION
Principal Markets
Net sales to unaffiliated customers by geographic region for fiscal years 2014, 2013 and 2012 (based on the
customers’ location) are as follows (in thousands):
Years Ended March 31,
2014 2013 2012
As Revised
Americas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 859,893 $ 808,618 $ 879,076
EMEA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 767,017 799,075 897,557
Asia Pacific . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 501,803 491,584 539,570
$2,128,713 $2,099,277 $2,316,203
Sales are attributed to countries on the basis of the customers’ locations. Revenues from sales to customers
in Switzerland, our home domicile, represented 2% of our total consolidated net sales in fiscal years 2014, 2013
and 2012. In fiscal years 2014, 2013 and 2012, the United States represented 35%, 33% and 34% of our total
consolidated net sales, respectively. No other single country represented more than 10% of our total consolidated
net sales for fiscal years 2014, 2013 and 2012.
Marketing
Logitech’s marketing organization strives to understand our consumers so that we can create products and
provide services that accurately anticipate their needs—and reach them through marketing and communication
programs that are relevant to them. Logitech builds awareness of our products and recognition of the Logitech
brand through targeted advertising, public relations efforts, social media, distinct packaging of our retail products,
in-store promotions and merchandising, a Worldwide Web site and other efforts. We also acquire knowledge of
our users through customer feedback and market research, including focus groups, product registrations, user
questionnaires, primary and multi-client surveys and other techniques. In addition, manufacturers of PCs and other
products also receive customer feedback and perform user market research, which sometimes results in requests to
Logitech for specific products, features or enhancements.
Sales and Distribution
We sell our peripherals products to a network of distributors, retailers and OEMs. We support these channels
with third-party distribution centers located in North America, Europe and Asia Pacific. Some of these distribution
centers perform product localization with local language manuals, packaging and power plugs.
Logitech directly sells peripherals products to distributors and large retailers. Distributors in North
America include Ingram Micro, Tech Data Corporation, D&H Distributing, and Synnex Corporation. In Europe,
pan-European distributors include Ingram Micro, Tech Data, and Gem Distribution. We also sell to many regional
distributors such as Actebis GmbH in Germany and Copaco Dc B.V. in the Netherlands. In Asia, major distributors
include Beijing Digital China Limited in China, Daiwabo in Japan, and the pan-Asian distributor, Ingram Micro.
Our distributor customers typically resell products to retailers, value-added resellers, systems integrators and other
distributors with whom Logitech does not have a direct relationship.
ANNUAl REPORT
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