The Hindu Business Line : Minda to roll out its FMCG model from TN

Ahmedabad March 9 The New Delhi-based Minda Group has plans to target the after-sales replacement market for its range of auto component products. It will shortly roll out its FMCG model from Tamil Nadu, before taking it across the country.

The FMCG model envisages division of the State into seven different territories identified on the basis of their vehicle population and sales potential. Each of these territories will be serviced by a representative called the Missionary Service Representative (MSR). These representatives will be locally placed and responsible for the sales, marketing and servicing within the territory, which would range to about a radius of 100 km from the base, the company said in a release here.

There has been an empirical identification of high potential retailers and garages/electricians - about 150 per territory, who are being brought under the fold as Minda Retail Partners (MRPs) and Minda Service Partners (MSPs) respectively. The Minda distribution network in Tamil Nadu will thus be over 1,000 strong, covering not only major cities in the State, but small towns and some prominent villages and rural markets as well.

The Minda MSR's will be provided with motorcycles carrying appropriate Minda Branding - such constant presence and visibility in the market, coupled with a strong distribution network will ensure that consumers throughout the State will have access to genuine spare parts as well as quality service backup. The product and value offering to consumers will get further enhanced over time, as more and more products get added to the Minda range.

Automotive batteries, which are a major thrust area for the Minda Group and are slated for launch in 2007 will get the advantage of the FMCG model that is being put in place. The Group is targeting 50% of its sales of automotive batteries to come from the after-sales market. The FMCG model will help the group to gauge consumer perception and meet expectations.

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