AUTOMOTIVE INDUSTRY- A PERSPECTIVE

INNOVATE TO DOMINATE

I have worked with many Indian companies {both Large and Small } , and also MNCs starting with Vicon Holland, MM Suri and Associates, Tractors and Farm Equipment Ltd { MF, TAFE }, Shriram Pistons and Rings Ltd {SPRL}, Willard India Ltd, Usha International Ltd, Daewoo Motors etc . All these companies had either technical Collaboration or equity Participation ad /or both. Therefore had exposure to advanced Management System prevailing during that time.

When I look back at my 40+ years professional journey, where I have worked through the ranks reaching the highest level in marketing position of being Country Head for more than 25 years and finally donning the Hat of an Adviser cum Mentor in helping the continuity of operations for smooth transition as well Mentoring the organisation for preparing the strategies , as well bringing the change in work approach of being closer to end seller / end user in automotive industry.

One important lesson which I learnt and has always been guiding me to choose the success path is INNOVATION , which seems to me the sure way to DOMINATION . In-fact it proved time and again that Domination is directly proportionate and follows a liner equation with the Innovation may it be Brand, manufacturing, marketing, Corporate, MNC , or Country . MORE THE INNOVATION , HIGHER IS THE DOMINATION. Some of the examples are USA-the country, Google/Microsoft/Apple-MNCs, Maruti/TCS-Indian Corporate,Bosch/Honda/Tyota-a Brand, Bill Gate/ Ambani - Individual

Innovations does not necessarily mean invention , in-fact it can be in any field, product, operating policy, marketing / HR strategies, etc etc. Following can be some of the innovation Types:

 1. Product Design

 2. Product Modification

 3. Product packaging

 4. Product Development

 The above are to create a customer / User friendly experience to meet the future Demand/Need

 5. Employee Retention policies

 6. Rewards/Appraisal

 7. Company Dress Codes

 The above to create a unique co culture to retain and motivate the employee for enhancing productivity

 8. Company Logo

 9 Company Brand

10 Product sourcing

11 Production technologies

 The above to create unique company DNA of Quality, service 

12.Rewards/Benefits for end seller/End users

 The above to create growth path of perpetual success and loyalty for long term 

I have following examples and real success case studies to illustrate how innovation in marketing helped in achieving the spectacular success

A Packaging Design-

  The company I joined and worked there fore more than 25 years had a problem of Duplication, imitation both from sources of China, Taiwan etc as well from unorganized sector with in country

  The Need was felt to innovate a Unique packaging which could not only be temper proof, very difficult to copy but will also have highest level of Display Value on shelf. as a  way forward , market survey was carried out on existing packaging, professional designer was hired, brief was given including their visit to market and parts counter to develop a unique   concept which lead to real innovation in not only in packaging but also helped in selling the Assembles and rest is the history. Till now this Brand and its packaging has been voted as the best innovation and is enjoying the Number one position pan India as well sarc countries.

B Sales Promotion -

  As a marketing man I got a brief to think of any sales promotion tool which can stay longer at Garages as a Reminder so that we can increase the brand recall faster as and when the need is there by the Garages. The product was very simple a Gudgen Pin which is part of Piston Assembly but is also used separately. Since our company that time was in expansion mode, the Gudgen pin plant capacities increased higher than that of pistons so there was excess availability of Gudgen pins and strategically it was better to sell under own brand rather than selling to other manufacturers to avoid create new competitor. A short dip survey was done to evaluate the garages, its location, type of wall within and out side and the place generally mechanic would sit to repair. A tin plate was  designed showing the product and brand and over that super imposed Day and Date Calendar which when put up on the garage wall at the right location , it remained there for at least one year. it served  best brand recall tool and this product became an instant hit to become no 1 in its category. of-course later lot of modification like adding clock etc was done to enhance the usage as well Brand image.

With the successful experience as above and the study of the success stories of various companies, I am convinced that one of sure step to move forward on success path is to INNOVATE. Some of the benefits from innovating approach can be as follows:

1. Co will always lead in price, sales and market share 2. Co will become a futuristic and its customer will wait for new product, technology 3. Co will become respected and will be a case study in the institutions 4. Co will enjoy the image of Quality and a Customer oriented co 5. Co will be followed from with in industry trade , and professionals for association 6. Co will be on perpetual growth and profit path for expansion/diversification

Every professional, Management should ask following question for introspection 1. Are you following someone if yes , whom and why ?? 2. Have you innovated or initiated any new step, product, practice, in past one year if not why ? if yes what is the success level ? 3. As a Company what is your vision or goal if defined communicate if not defined why not ? 4. What steps you need to take to realize your vision and reach your goal, is the Action plan ready if yes initiate periodic review if not then prepare the action plan

In my views , the answer to above questions will be the need to innovate , More you innovate , faster you will dominate.

UKJ