Launching Panalfa Auto Parts and
Establishing an Aftermarket Sales
Network across India
Launching Panalfa Auto Parts and
Establishing an Aftermarket Sales
Network across India
Launching Panalfa Auto Parts and Establishing an Aftermarket Sales Network across India
The success of Panalfa’s starter motors and alternators in the original equipment (OE) segment created a demand for the products in the aftermarket. With these products adopted across India, Panalfa had to meet the OE mandate to establish a service network within 50kms of every point of sale.
The time had come to launch Panalfa’s starter motors, alternators and their parts in the aftermarket. Since Panalfa had no prior experience in this area, appointing distributors and dealers was not enough. It also had to establish an effective aftermarket sales network and build its brand.
The execution
strategy
Panalfa devised a carefully planned strategy to launch its branded products for aftermarket sales. Elements of the Panalfa execution strategy included:
Building a launch campaign, including an effective brand design, attractive and efficient packaging, and powerful hoarding at dealer points.
Strategizing and constantly monitoring its entry into the market, guided by the advice of a senior, external expert for this sector.
Mapping the entire country and developing a phased presence plan—supported by distributors and dealers, backed by strategic price points and multiple promotional schemes.
Implementing stringent selection criteria for distributors and dealers, based on their strengths with respect to market, location, and other key factors. In addition, since most of these dealers already worked with various other auto part companies and some even represented Panalfa’s direct competitors, it made the selection process even more critical. As these dealers had already put up boards of other brands, Panalfa customized its design board to set itself apart from the others.
Organizing campaigns across the country, where sales engineers supported the local dealers’ representatives and made customers aware of the benefits of Panalfa products. In addition, it also set up camps where potential customers were explained the benefits of Panalfa products. It also provided training to dealers’ mechanics on Panalfa starter motor technology and educated them on the alternate uses of these motors for other vehicles.
Panalfa devised a carefully planned strategy to launch its branded products for aftermarket sales. Elements of the Panalfa execution strategy included:
Building a launch campaign, including an effective brand design, attractive and efficient packaging, and powerful hoarding at dealer points.
Strategizing and constantly monitoring its entry into the market, guided by the advice of a senior, external expert for this sector.
Mapping the entire country and developing a phased presence plan—supported by distributors and dealers, backed by strategic price points and multiple promotional schemes.
Implementing stringent selection criteria for distributors and dealers, based on their strengths with respect to market, location, and other key factors. In addition, since most of these dealers already worked with various other auto part companies and some even represented Panalfa’s direct competitors, it made the selection process even more critical. As these dealers had already put up boards of other brands, Panalfa customized its design board to set itself apart from the others.
Organizing campaigns across the country, where sales engineers supported the local dealers’ representatives and made customers aware of the benefits of Panalfa products. In addition, it also set up camps where potential customers were explained the benefits of Panalfa products. It also provided training to dealers’ mechanics on Panalfa starter motor technology and educated them on the alternate uses of these motors for other vehicles.
The
Panalfa edge
The support provided by Panalfa to its dealers helped in increasing their confidence in handling these new products and spread awareness of the Panalfa brand.
The result was a successful launch for brand Panalfa in the aftermarket and the establishment of an extensive network in record time. Within two years, it had created a strong nationwide network of 600 sales and service distributors and dealers all over India, as well as in parts of Nepal, Bangladesh and Sri Lanka.