When Debashis Mitra, Director, Sales and Marketing, Mercedes-Benz India,Â joined the company in 2008, it was a tough phase for the market and the organisation. There were business challenges, emerging competition and an aggressive pricing strategy that was slowly eating up the market share. The network was good but required change to take on the challenge of the product line-up, which in turn needed immediate attractions.
In Mitra’s words, itâ€™s still easier to fight external challenges than it is to address internal weaknesses. “The consistent growth in the luxury car market was a truth, a clear indicator of hidden potential. It was perhaps our mindset as a whole which required a rejig. We found it necessary to look inwards and find a solution to the challenges,” Mitra told Impact, a weekly media, marketing and advertising magazine from the exchange4media Group.
Mercedes-Benz India went for a complete revamp of dealer network, and new dealerships were got on board. “With consistent efforts to uplift morals coupled with change management, we had our business partners more focused on the target and reflect similar passion as us for the brand. This helped us emerge as a stronger and more effective sales channel with more than 50 touchpoints in 26 cities,” he said.
Despite the strong foothold in the Indian market, Mercedes-Benz had to change its course of action for good and Mitra is happy that the company took the right steps at the right time. “We began 2010 with the Pure Fascination campaign at the Auto Expo, unveiling the worldâ€™s best cars to the Indian market. In all, 24 products launched over a span of 12 months that made us grow at 88% as against the industry rate of 80%. We remain market leaders today in core competitive segments, and thatâ€™s the most fulfilling result of our efforts. Until we meet at the next juncture, safe driving!” he added.