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1. GO TO MARKET
PLANNING
By- Kapil Rawal

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

3. Go-To-Market:
Developing a go-to-market strategy is an iterative process
Wha
t
Who
Ho
w
Wher
e
Go-‐To-‐
Market
4 quadrants of a strong go-‐to-‐market strategy
Pg 3
What are you
selling?
How will you
reach your
target market?
Who are you
selling to?
Where will you
promote your
product?

4. Wha
t
Go-‐To-‐
Market
Pg 4
What are you selling?
http://digitalsportsinfo
.com/

5. 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.

6. Why would somebody buy this product ?
⮚ All product are ISO Certified- ISO/TS 16949:2000 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

7. Value Proposition
What 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

8. Whole Solution
Production
Sale Service Logistic

9. Who
Go-‐To-‐
Market
Who are you selling to?

10. GO TO
MARKET
PLANNING
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
Market Segment

12. What are the target Market ?

13. Beachhead Strategy
Pg 17
Point of Attack
Today
Tomorrow
Hero Motor
Corp
Royal EnfieldSonalika
Market
Penetration
(Needs-based
Segmentation)
Market
Expansion
(High
Energy
Prices)
All Commercial
Vehicle
VECV
All Off road
Vehicles
All 2-
wheeler
TAFE
A beachhead strategy is a leveraged approach to market rollout
Beachhead Market Rollout Strategy
Example: Autofit Pvt. Ltd.
Passenger
Vehicle

14. Go-‐To-‐
Market
How
How will you reach your target market?

15. How will you reach target market?
Which channel? Partners?

16. Channel(s) Strategy
Custome
r
Yo
u
Custome
r
Yo
u
Salesperson
/ Reps
Custome
r
Yo
u
Retaile
r
Custome
r
Yo
u
OEM
Distributor
/ Reps
Salesperso
n
Custome
r
Yo
u
Many options for reaching your target market
Channel Options
e-Commerce
Direct
Personal
Selling
Retail
(on/offine)
Indirect
Component
or Private
Label
In House
Outsourced

17. 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’
Indirect Sales
Factors to consider in developing an indirect channel strategy

18. 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

19. Go-‐To-‐
Market
Where
Where will you promote your product?

20. 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
Promotion Plan
Where will you communicate to reach decision makers

21. Organizational Chart for channel Sales
(Indirect selling)
CEO/Director
National Head-
Sales
/Marketing/Proj
ect
Regional
Manager/Area
Manager
Sales
Manager/Sales
Officer
Sales
Manager/Sales
Officer
Sales
Manager/Sales
Officer
Regional
Manager/Area
Manager
Sales
Manager/Sales
Officer
Sales
Manager/Sales
Officer
Sales
Manager/Sales
Officer
❖ No. of Sales Manager/ Sales Person will be depend upon the various factors
✔ Focused Area
✔ Targeted Number/ Vol. of Product
✔ Geography
✔ Market

22. What business Infrastructure is required ?
Finance /
Accounting
Operation
Inter
Departmental/
Internal
Communication
Marketin
g
SalesLogistics

23. 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

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

25. THANK YOU