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TAB hopes to achieve their targets on the back of a strong
dealership network and a multipronged strategy to address
the 'afters' channel comprising of CFA's, distributors, dealers,
service centers and fleet accounts. TAB plan to grow their
dealership network to 3000 from the current 1000 once the
national roll out is complete, besides increasing the distributors
from the current 60 to 150 by the end of the financial year.They
also plan to open 10 exclusive franchisee stores in main metros
where other automobile products manufactured and sold by the
parent TACO will be hived directly to the users, a first.
Conventionally, TACO products are sold directly to OEM's and
auto manufacturers.
Other initiatives planned are "Follow close to the customer"
in market coverage, strongly focus on after sales service,
frequent dealer and mechanic meets in all territories, mobile
customer service mechanism for door to doors service backed
by a call center and launch of a strategy backed by a unique,
high visibility promotion plan. The current promos are BTL,
which will soon be above the line and TVC's will have an important
role in mass communications according to Gupta who says that
Tab is wiling to spend whatever it takes to build and take
the brand forward.
The eco-friendliness aspects of their products are sure to
be harped upon, but, another present ace-in-hole card that
Gupta is playing is the price factor combined with a claimed
better quality and life than the competitions' offerings.
Lowe-Lintas handle the creative and the media business currently
for TAB.
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