For Immediate Release

Rebecca Eaddy
Marketing Communications Manager
Roland Corporation U.S.
(323) 890-3718
Rebecca.Eaddy@RolandUS.com

A New Focus On Roland's Contemporary Keyboards

Los Angeles, CA, September 23, 2005—Roland Contemporary Keyboards recently announced an aggressive reorganization of their Organ and Piano divisions. Effective August 15, 2005, the company will dedicate a unique sales and support team for each branch.

"As one of the most powerful distributors in the industry, we are always striving to make our sales forces stronger and more efficient," says Roland Contemporary Keyboards General Manager Lynda Smith. "That is what makes us an industry leader: our dedication to progress. This move to a more focused organization will allow us to better manage our piece of the market, and also carve inroads into the markets we have yet to penetrate. It will, in effect, double our strength in the marketplace."

The reorganization will provide both organ and piano retailers a unique 3-tier level of service. With dedicated district sales management teams, product trainers/detailers and a world-renowned team of product specialists, Roland will give each division three effective tools to drive the market.

Roland U.S. President Dennis Houlihan relates, "This significant shift will allow us to raise the level of service we provide to our dealers, and to increase our sales revenue in these important product categories."

In addition to the Piano and Organ sales forces, Roland has also created a third line of offense: Merchandising Specialists. This new team will support Roland's piano and organ divisions and will work in conjunction with the District Sales Management teams.

All newly formed Piano and Organ DSM teams and Merchandising Specialists will report directly to Roland CK National Sales Manager Pete Kesterson. "Our plan for 2005 has been to focus and infuse our piano and organ divisions with new products, new promotional ideas, and a new sales paradigm," says Kesterson. "With the recent upgrade of our popular Club Roland teach- to-sell program, we provided our sales force with effective Powerpoint tools, and a system that makes facilitating the teach- to-sell Club Roland program easier than ever. We then expanded that program to support our piano retailers, demonstrating our continued and expanded support for our sales teams. This reorganization is our next step in an aggressive marketing strategy. We are looking forward to an extremely profitable 2006."

Roland is a world leader in the design, manufacture, and distribution of electronic musical instruments, professional audio equipment, multimedia products, and music accessories. For more information, contact 323-890-3718.

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