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Enhancing Battery Sales Strategy for Antara Brand in KSA Market

Explore the challenges and opportunities for Antara Battery sales in Saudi Arabia's competitive market. Address issues of quality, pricing, and dealer relationships while setting strategic plans for 2013 to boost sales.

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Enhancing Battery Sales Strategy for Antara Brand in KSA Market

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  1. TCD BRANCH MANAGER MEETING JANUARY 20 To 22 ,2013

  2. TCD BRANCH MANAGER MEETING JANUARY 20 To 22 ,2013

  3. KSA-Huge Battery market(around 4.30 millions unit/year)Battery demand is going up in KSA in line with growth in automobile sector. TCD is just looking for miniature numbers in 2013 (small targets) .We already have direct dealing/business relations with Battery customers/end-usersTCD has a strong composite sales team ,that have long and enormous experiences in Battery business. The job is also rewarding.TCD has infrastructure, recourses , customers and willing to support to boost up battery sales. Opportunites 2013

  4. Antara Battery : Quandary and challenges • Virtually absent of Antara brand in 2011/12,resulted in no demand and dealer/end user shifted to other brands. No demand from customer/end users. • Local brands very strong (A.C Delco , NBC(9 brands), Turbo-Arabian Battery company(5 brands) very aggressive ,surplus capacity & offering competitive prices( MF and Dry range)

  5. Antara Battery : Quandary and challenges • Are we sincere in marketing and selling Batteries ? • Do we have the time for Battery business ?Are we really serious ? We need to look for answers ! • Quality is an issue ? No/Yes ? Few will exploit this, if it is not addressed and attended in time . • Price issue ? When you face all above problems ,then dealers will also raise the pricing issue on some of fast moving items (mainly from wholesalers)

  6. Challenges • MF Battery storage, specially with long distance retailers –unsold stocks with customers. • Warranty claim issues/After sales service issue. • Battery related equipments/chargers in working condition ?and properly used !! • Battery maintenance issues with end users.

  7. So ,what should we do

  8. Ba

  9. We will not quit and accept the challenge and let’s talk about 2013

  10. Strategy 2013 • Price: Provide very competitive prices, which will be based on market prices of major competitors • Product availability: On basis of requirement and forecast, products will be made available throughout the year

  11. Strategy 2013 • Re-visit your old/existing customer (dealers and end users) • To win the confidence of customers/end-users –You can assure customers of consistency in supply ,quality and competitive prices

  12. Product Strategy MF • MF: focus on fast moving MF sizes 74-60,78-72,55D23L • MF Battery stock: to be linked to actual requirements/orders . • Don’t sell new stocks, till old stocks move from customer shelf and fitted on vehicle.

  13. Product Strategy Dry Type • TCD to focus and target more on heavy duty range Sizes: 70 Ah to 200 Ah • Special focus on truck Battery range • Targeted customers : Truck & Bus fleet , commercial segments , OEM manufactures/distributors , dealers, dealing in truck Batteries .

  14. Support needed and provided MF • MF range in key markets and keep a track of stock movements-ensure fitments on vehicles • Regular Battery stock checking to maintain proper voltage. • Order MF stocks only against firm orders and ensure fitment of same in vehicles. • Train all TCD and dealer staff to maintain proper voltage and charging.

  15. Support needed and provided Dry • Battery seminars / training program for end users . • Keep checking quality of acid grade , used by us and customers (in case of OEM/ Volvo supply with acid filled Batteries) • Training : Battery technicians for proper maintenance. • TCD locations should be well equipped with all Battery related equipments/ all are in working condition and properly used Bali to provide support to all

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