Over the last few years, Martrikz has gained expertise in the automotive after-market through its association with big automotive companies such as Lucas TVS Ltd. (LTVS). Martrikz was engaged by Lucas TVS to generate secondary demand for its automotive filters and provide marketing support for its products to the distribution network. Currently, Martrikz has over 80 sales people working on the Lucas TVS account in the southern, northern and western regions of the country. Martrikz has succeeded in doubling the Lucas TVS revenue from the filter segment.
“In spite of the extremely volatile nature of the filter after-market, Martrikz through its on-ground engagements with dealers and mechanics has effectively increased visibility of Lucas-TVS filters in the regions that they work in”, said a very senior executive at Lucas TVS Ltd. This has been reiterated by one of LTVS largest distributors, Madras Auto Services: “The Martrikz approach to activating and generating secondary sales has been so useful for us that we have started recommending them to other manufacturers whom we represent.”
What has been the success mantra for Martrikz? “Close interaction among the principal, distributors and us has led to a uniform strategy that has been applied across the country. The Martrikz philosophy of result-oriented remuneration gives confidence to the principal company and all other stake-holders. In addition, we have worked on a ground-level strategy with mechanics and dealers to increase visibility, propel sales and resolve customer complaints. The confidence level of users and dealers has grown resulting in an increased market share”, said Arveen Chandhoke, CEO of Martrikz, who heads the Marketing vertical.
“Sales depend on energizing the market, having the product available close to point-of-sale and people to assist the consumer in the decision-making process. We achieved this by opening a warehouse in the South, appointing sales people and running awareness programs for dealers and mechanics”, said Kuldeep Singh, Director – Sales Operations at Martrikz.
Martrikz has also succeeded in using technology to track sales rep movement, stock-levels at dealer, distributor and warehouse. The use of technology has improved sales rep performance and customer-service levels.
The Martrikz model of M-Solve Managed Sales Solutions has gained popularity to such an extent that it is currently being adopted by several leading automobile spares and accessories companies in India.