Neeraj Garg
Mumbai
Summary
Dynamic and results-oriented marketing professional with over 17+ years of experience in the aftermarket spares industry. Proven expertise in channel development, strategic marketing, commercial management, and policy formulation. Adept at building and maintaining strong relationships with distributors and partners. Demonstrated ability to lead cross-functional teams and execute innovative marketing strategies to achieve organizational goals.
Overview
18
18
years of professional experience
Work History
Lead - Marketing & Channel Development
Bazzar Sale
Mumbai
07.2022 - Current
- Handling Channel Management and Brand for the after market segment for Mahindra & Mahindra which comprises spare parts distributor network ranging from Auto, Farm, 2 Wheeler and Truck Business
- Spear Heading Projects for exponential growth in line with vision of the company through adoption of latest trends of conducting distribution through adoption of cutting edge technology
- Spearhead marketing and channel development strategies for aftermarket spares, contributing to a 20% increase in annual sales
- Develop and implement marketing campaigns, including digital, print, and event-based initiatives
- Establish and maintain relationships with key distributors and partners, expanding the distribution network
- Conduct market research and competitive analysis to identify new opportunities and optimize product positioning
- Collaborate with product development teams to ensure alignment between market needs and product offerings
- Lead a team of 7 marketing professionals, providing mentorship and fostering a high-performance culture
- Manage marketing budgets, ensuring efficient allocation of resources and maximizing ROI
- Oversaw marketing strategies for a diverse range of aftermarket spares
- Coordinated with sales teams to develop targeted sales promotions and incentives
- Organized and executed Conferences, Retailers & Mechanics Meets, Signages installation, enhancing brand visibility and engagement
- Analyzed sales data and market trends to inform strategic decision-making and optimize marketing efforts using Power BI tool
- Developed and maintained relationships with key stakeholders, ensuring alignment with business objectives
- Managing Retailer & Mechanic Loyalty Program
- Conducted market research to identify customer needs and preferences, informing product development and marketing strategies
- Created and distributed marketing materials, including brochures, catalogs, and digital content, to support sales efforts
- Monitored and reported on marketing performance metrics, providing insights for continuous improvement
- Contracts and agreements with distributors and suppliers, securing favourable terms and conditions
- Formulate and implement commercial policies, Schemes
Senior Area Sales Manager
Bazzar Sale
Chandigarh
09.2012 - 06.2022
- Handled: Chandigarh Punjab, Himachal and J&K from Sep'12 till Mar'16
- Handled: North India (Special Project) based at Delhi from Apr'16 to Mar'18
- Handling: Chandigarh, Punjab, J&K, Himachal and Haryana from Apr '18 to till now
- Entrusted with the overall responsibility of the company's sales turnover and net realization target
- Responsible for primary & secondary sales volume of spare parts for Automotive, LCV/HCV (MTBL), Farm division (Tractor), Maximile Oil/Auto champ Coolant/Grease & 2 Wheeler
- Responsible for primary and secondary network expansion and their development
- Primary (Distributor) & Secondary (Retailers) channel management and their development
- Conducting market survey & feasibility studies and estimate profitable business potential and provide valuable inputs for design of business strategies for business development
- Designing sales promotional schemes and communication for distributor/retailers to ensure growth in volume & part range
- Responsible for Customer satisfaction Index for all Channel partners
- Monitor competitor activities; suggest changes in the marketing plans depending on customer response and competitor activities
- Actively participated as a strategic team member of special Project like New product development, Parts Pricing, Loyalty program for Mechanics, Customer and Channel Satisfaction Survey for organization growth plan
- Responsible for Special Project (BoG & RLP) activities in North Zone like Adherence of DSR beat plan, Designing & implementing strategic for increasing market share by 3% every year
- Preparing Budget and ensuring budget approval to achieve sales target of Channel partners
- Coordination with various departments like supply chain, commercial taxation, legal, and channel (franchisee cell) for handling complexity in new business segments
- Conduct training program for M&M Sales Executive & Channel partners Executive
- Responsible for conduct the demand generation activities like Mechanic Meet/ Tech
- Training, Retailer Meet, Van Campaign, Chai Meet etc
- Reviewing business performance through mEdge, DbBP
- Team Size: 6 Mahindra sales officers
- Achievements: Achieved more than 100% Target every year
- Currently Handling Business of 70+ Cr (AS, FES & MTBL) & 1000+ KL (Lubricant)
- Identify & appoint First Distributor in Himachal Pradesh & Kashmir for aftermarket
- Received special recognition and recommendation from Sector CEO for All Time Best Performance
- Got Spot award on driving positive change (Reach out at interior of HP/ JK)
- Identified prospective parties for 18 Mahindra Shoppe in North India
- Implemented BOG (Break Out Growth) & RLP (Retailer Loyalty Program) in North India
- Identify & appointed 5 exclusive Oil distributor in Punjab, J&K, Himachal Pradesh
- Member of Annual Db Conference group (held at Lisbon, Munich, Kerala, Macau, Shanghai, Finland, Baku & Azerbaijan)
- Achieved Mahindra Yellow Belt & qualified for Mahindra Green belt
- Drafted Mahindra Distributor Manual
Parts Business Development Manager
Hyundai Mobis India
Chandigarh
10.2011 - 08.2012
- Handled: Chandigarh, Punjab, Haryana, Himachal & J&K
- Implementing Dealer Incentive policy with objective of Maximum mileage and minimum payout
- New Dealer Development and up gradation of existing Dealers
- Business Recovery Strategies for Grey Market (Parts Distribution channel for After Market)
- Accessory Development and Marketing & Sales Promotional initiatives/activities
- Competitor Intelligence and Parts Price surveys for Benchmarking and maintaining Parts Price Competitiveness
- Dealer Inventory Rationalization and Liquidation of Non-Moving Stock
- Dealer communication and relationship building
- Planning & Organizing Dealer Training programs, Domestic & Overseas Conferences and Incentive Trips
- Monitoring and improving Hyundai Genuine Accessories penetration at Dealerships through activities
- Coordination with CCS (Service Department) for solving customer complaints related to Parts availability
- Achievements: 100% Target Achievement of 75 Crores (65 Cr
- Parts & 10 Cr
- Accessory) in YR 2011 (YOY Growth: 18%) from North Region through 45 Dealers & 17 Authorized Service Centers
- Identify & appoint First Hyundai Parts Distributor at Amritsar, Punjab for aftermarket
- Standardization of Accessory Display at Showrooms: 2 Dlrs in 2011
Regional Parts Manager
Escorts Ltd
Faridabad
07.2007 - 09.2011
- Accountable for handling sales and marketing activities for Escorts Tractor Spares parts & Lubricants in the assigned region of Punjab, J&K, HP & March 2009 onwards looking Haryana & Delhi
- Developing marketing strategies to build consumer preference and drive volumes
- Involved in various promotional activities such as Service Camps, Mechanics Training Programs and Customers Get-together for maximum market coverage
- Conducting competitor analysis by keeping abreast of market trends and competitor moves to achieve market share matrix
- Identifying & networking with channel partners/ retailers, resulting in market penetration & reach including monitoring of dealer complaints
- Evaluating performance & monitoring their sales and marketing activities
- Ensuring maximum customer satisfaction, by providing technical assistance thereby achieving delivery and quality norms
- Generating MIS reports and presenting the same to the top management
- Achievements: Confirmed as Parts Executive after successful completion of 1 Year training period (GET)
- Appointed 8 retailers in South Punjab and linked with them to our nearby stockiest
- (Increase the annual sale of Rs 70 lac)
- Appointed PARTS STOCKIST at SIRSA (HARYANA) (Increase the annual sale of Rs 35 lacs)
- Installed EDMS software at all stockiest ships under dealer development process
- Sales in 2007-08 were 600 lacs & in 2006-07 were only 400 lacs
- Means growth of 200 lacs
- Star RPM rating on month of Feb'11, March'11, April'11 & May'11
- National Champion & National Hero for the Quarter (Feb, Mar & Apr'11) & the Quarter (May, Jun & July'11)
Education
PGDBA - Operation Management
Symbiosis University
Pune04.2011
Bachelor of Technology - Mechanical Engineering
Punjab Technical University
06.2007
Skills
- Spare Parts Marketing
- Brand awareness
- Competitor analysis
- Strategic Marketing Planning
- Channel Development & Management
- Brand Management
- Market Research & Analysis
- Budget Management
- Team Leadership & Development
- Data-Driven Decision Making
Languages
- Hindi
- English
- Punjabi
Personal Information
- Current CTC: Rs 34 Lacs
- Date of Birth: 07/18/86
- Gender: Male
- Marital Status: Married
Timeline
Lead - Marketing & Channel Development
Bazzar Sale
07.2022 - Current
Senior Area Sales Manager
Bazzar Sale
09.2012 - 06.2022
Parts Business Development Manager
Hyundai Mobis India
10.2011 - 08.2012
Regional Parts Manager
Escorts Ltd
07.2007 - 09.2011
PGDBA - Operation Management
Symbiosis University
Bachelor of Technology - Mechanical Engineering
Punjab Technical University
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