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GO TO MARKET PLANNING By- Kapil Rawal
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INTRODUCTION

• This presentation contain Go To Market Plan-
  Indirect (Channel) sales for Autofit Pvt. Ltd.
• Autofit Pvt. Ltd is the Indias Largest 2-
  wheeler Seat manufacturing Company.
• Having 4- state of art manufacturing Plant in
  India-
• Dharuheda (Haryana)
• Manesar (Gurgaon)
• Haridwar (Uttar Pradesh)
• Halol (Gujrat)

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Go-To-Market
Developing a go-to-market strategy is an
iterative process
What
Who
What are you selling?
Who are you selling to?
Go--To-- Market
How will you reach your target market?
Where will you promote your product?
How
Where
4 quadrants of a strong go--to--market strategy
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What
Go--To-- Market
What are you selling?
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What is the product ?

• Currently Available Product
• Automobile Seat- 2 wheelers.
• Fender Driver Seat of Off Road Vehicle.
• Wheel Wheel Assembly for Automobile.
• Future Product
• Seat for Commercial Vehicle.
• Seat for Passenger car.

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Why would somebody buy this product ?

• All product are ISO Certified- ISO/TS 169492000
  standard
• High quality of material is used for making all
  product.
• Worldwide technology is used in manufacturing of
  all these product.
• 100 Delivery on time.
• Own Logistic Facility
• Zero Warranty Claim

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Value PropositionWhat are your unique product
Benefits?

• Value Benefit-Costs
• What UNIQUE benefit does your product provide in
  comparison to competitors?
• 100 on time Delivery
• Better quality (ISO Certified)
• Value for money product
• Defining Unique Benefits

Features Benefits
Own Logistic 100 delivery on time
Technology(From leading world company)- HENNECKE TOSHIBA Better quality meet International OEMs standards
ISO Certification
Cost Competence Value for money
Focus on benefits, NOT features
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Whole Solution
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Who Go--To-- Market
Who are you selling to?
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Market Segment
Category 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19
Passenger Vehicles 5,96,142 6,21,341 6,53,053 7,58,727 7,48,366 6,76,193
Commercial Vehicles 77,050 86,939 1,03,124 1,08,271 96,865 99,931
Three Wheelers 3,53,392 4,07,600 4,04,441 2,71,894 3,81,002 5,67,689
Two Wheelers 20,84,000 24,57,466 24,82,876 23,40,277 28,15,003 32,80,841
Quadricycle     334 1,556 1,605 4,400
Tractor 4,50,000 4,73,600 4,93,400 5,81,500 7,11,400 7,30,600
Construction Machinery 52,400 49,700 56,540 74,990 93,100 1,10,000
Grand Total 36,12,984 40,96,646 41,93,768 41,37,215 48,47,341 54,69,654
GO TO MARKET PLANNING
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What are the target Market ?
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Beachhead Strategy
A beachhead strategy is a leveraged approach to
market rollout
Beachhead Market Rollout Strategy Example
Autofit Pvt. Ltd.
Tomorrow
All Commercial Vehicle
All Off road Vehicles
Passenger Vehicle
VECV
All 2- wheeler
TAFE
Sonalika
Market Penetration (Needs-based Segmentation)
Royal Enfield
Market Expansion (High Energy Prices)
Hero Motor Corp
Today
Point of Attack
Pg 17
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Go--To-- Market How
How will you reach your target market?
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How will you reach target market?
Which channel? Partners?
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Channel(s) Strategy
Many options for reaching your target
market Channel Options
Customer
You
e-Commerce
In House
Direct Personal Selling
Salesperson/ Reps
Customer
You
Retail (on/offine)
Customer
You
Retailer
Distributor/ Reps
Customer
You
Outsourced
Salesperson
Indirect
Component or Private Label
OEM
Customer
You
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Indirect Sales
Factors to consider in developing an indirect
channel strategy

• Reps or Distributors
• Selection
• Alignment with target market
• Reputation/brand
• Management
• Legal agreement (targets, pricing/commissions,
  information sharing, )
• Market/account split (house accounts) customer
  ownership?
• Training
• Drive-a-rounds

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Sales Team

• Key points to consider in building a high
  performance sales team
• Recruit the best pay for performance
• Top guns follow great managers
• Industry experience
• Be a leader get involved
• Align with business targets
• Manage to targets/activity yearly, monthly,
  weekly, daily (track it!)
• Be aware of salespeople chasing the big fish
• Fire fast spend time with top performers
• Training and knowledge sharing
• Tweak the compensation plan
• Inside sales team

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Go--To-- Market Where
Where will you promote your product?
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Promotion Plan
Where will you communicate to reach decision
makers

• Align your promotion plan with your target market
• Focus on reaching decision makers in the target
  market
• Where do the decision makers get their
  information?
• Types of promotion
• Internet/Social media (Google Adwords, Facebook)
• PR (mass market publications vs. specialty
  publications)
• Word-of-mouth (social media promos)
• Trade shows
• White papers
• Product demos
• Gorilla/shock
• Old school print, TV

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Organizational Chart for channel Sales (Indirect
selling)

• No. of Sales Manager/ Sales Person will be
  depend upon the various factors
• Focused Area
• Targeted Number/ Vol. of Product
• Geography
• Market

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What business Infrastructure is required ?
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Training Plan - Internal Team
Dealer/Distributors/Retailers

• Training Program for Sales Team
• Product Training
• Customer Relationship Building Program
• Customer Handling
• Communication skill Development Program
• Training Program for Dealer / Distributor/
  Retailers
• Product Training
• System Training
• Awareness about Product Company
• Customer Handling Training

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Go-to-Market Summary
8 steps in developing a powerful go-to-market
strategy
What 1. Value Proposition
3. Market Segmentation
Who
4. Target Segment
2. Whole Solution
5. Beachhead
Strategy
Go--To--Market 7. Promotion Plan
6. Channel(s)
8. Messaging
How
Where
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THANK YOU