SALES GROWTH STRATEGY OF MAHINDRA TWO WHEELERS

 

 Sales is a function of an identified need a ready acceptable presentation for catering to that need

 

Identifying a need- The first step in creating a sales opportunity

 

prospective customers seek comparative information before settling for a decision. 

 

                   Information that the customers seek

 

Comparative utilities of competitive brands

How well the product match to their personality

Aspects of functionality

 

When you pitch or a sale , you have to project your product as having all the  required features and  a distinguishing appeal that others lack.

Creating a climate for a sale to take place is as much important as the  product development or setting up the distribution channel. 

 

Sale doesn't take place in isolation. Deliberate and sustained effort must be made to keep the the attention of the target group on your product brand.

 

Attention is built through dispersion of your message across your target group and their consistent engagement with the brand

 

    Methods through which you can hook customer attention

 

• Incentivized sales schemes • Cross promotion/ facilitatory tie ups• Associating with programs that prospective customers

participate in• Increasing visibility at concentrated prospect clusters• Espousing public causes•  Interest group activation• endorsement by existing customers and highlighting it

across regional media •  Test marketing

        INCENTIVIZED SALES SCHEMES

This is the most common method of sales promotion where sales growth is tried to be achieved through incentivizing customers, that is creating an incentive for customers for purchasing the product whether through a price discount, a bundled gift or facilitating the sales process through easing procedural formalities

CROSS PROMOTION

This is a method where a reciprocal benefit is ensured for both the parties through alignment of their sales promotion goals. Higher demand for one product acts as a catalyst of proportionate increase of demand for the tied up product increasing its sales volume.

STRATEGIC VISIBILITY

There are events and occasions where members of your target group congregate, not for commercial purposes, but as responsible citizens committed to cultural and social causes. This programs gives you an opportunity to forge a bond with them by expressing solidarity with their cause.

There are certain areas where the comparative density of the target consumers is high than other areas. Those areas need to be identified and intensive sales promotion activities carried out to draw attention, interest and enquiries for your products.

ESPOUSING PUBLIC CAUSE Image of an organization is now is more or

less shaped by its perceived commitment to a public cause. People with the knowledge of an organization’s social commitment tend to have an inclination to be associated with its products and services than an organization that operates only with a profit goal.

INTEREST GROUP ACTIVATION Groups whose business interest is tied with

promotion of products of your category could be activated to drive support for your products. Manufacturers and retailers of auto accessories could be made to promote your brand on the promise of a reciprocal recognition or promotion of their products.

User’s endorsement is another key method that not only buys credibility for your product, but also trigger a desire to purchase it. Events could be organized where users are invited to endorse the product and this has to be highlighted to draw the attention of a wider audience.

TEST MARKETING This is a method where potential customers

are to be invited to experience the joy of using your product and recommend it. . This will provide them a first hand feel of the features and functionality of your product. Their accounts could be recorded and used for promotion activities later.

DIGITAL ENGAGEMENT With rapid rise in internet users, the web has

become a critical touch point to know and woo the customers. Attention of people could be engaged through various applications and games custom developed for the promotion of your product. Users experiences and product endorsements could be shared across a large audience, a fraction of which could be potential customers.

As sales is not a result of a static strategy

and depends overwhelmingly on the changing market dynamics, promotion strategies ought to be changed from time to time and in synch with the changing perception of the customer about a products usefulness for satisfying his fast changing needs.

THANKS

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