Finding New Ways To Reach The Modern Automobile CustomerPRESENTED BY: DIVYANSH GUPTAINDUSTRY MENTOR: MR. SACHIN AGARWALFACULTY MENTOR: PROF. MUKUND PRASAD

Work Profile Worked in the Sales Department in MSIL’s Head Office(Vasant Kunj)

Dealership under the territory

1. Platinum Motors, Manesar

2. Pasco Automobile, Gurgaon

3. Dinco4Wheels, Rewari

4. Competent Automobiles, Gurgaon

Types of WebsitesUnderstanding various types of websites used by OEM, Aggregators, 3rd parties etc. and which type we should be using at a dealership level

To come up with the best type of website design for the dealer Platinum Motocorp.

Parallax Responsive Adaptive Web DesignMobile

Parallax Responsive Mobile Adaptive

No Yes No Could not be tested

Parallax Responsive Mobile AdaptiveNo Yes Yes Could not be

tested

Parallax Responsive Mobile Adaptive

No Yes No Could not be tested

Parallax Responsive Mobile Adaptive

No Yes Yes Could not be tested

OEM’s

Aggregators

3rd Party(Mainly Insurance)

Dealership

The responsive type website design was chosen to be implemented for Platinum Motocorp.

Alexa Ranking Objective of the task given to me was to find out how Alexa ranking can be useful in the dealership websites of Pasco Automobiles and Platinum Motocorp

Ranks are based on the traffic data provided by users in Alexa’s global data panel over a rolling 3 month period

Used mainly by bloggers, webmasters, SEO experts, internet marketers

Traffic Ranks are updated daily

Advantage Good way for attracting advertisers Indicates traffic popularity It’s a handy tool for evaluating a website and calculating a rough estimation of its traffic

Disadvantage Rankings beyond 100,000 are not statistically meaningful

SEO (Search Engine Optimization)SEO means making your website visible, getting it on the top of the pile of organic search results(not paid results), mainly getting it on the first 3 results when a user searches for your business(known as the golden triangle).

In most cases businesses employing SEO have seen a rise in customers and stay ahead of competition.

Payment isn’t involved, as it is with paid search ads(SEM)

Black Hat and White Hat

Getting website visible

Getting it on the top of the pile

Golden triangle

The Golden Triangle

SEO suggestions implemented•On site -Add keywords as page rank is determined by those keywords, more the keyword appears higher is the page rank(add relevant keywords) Eg. –Car Dealership, Manesar, Maruti,Suzuki

•Off site -Link www.platinummotocorp.com website with other websites of Maruti (like a citation) through articles, social media page,makes website more relevant, this is called creating a backlink

•Social Media promotion- Social media(site popular on social media is given a higher ranking)

•Google adwords keywordplanner tool

•Google analytics

•Title tags for each page

Google Analytics The objective of this activity was to get a basic understanding of Google analytics and its working and use the results in improving various website parameters of www.pasco.in and www.platinummotocorp.com

Bounce RateUptimePage loading speed/timeError MessagesPageviewUnique Pageview(different from visit)WebTrafficHits

Facebook CampaignsTools Used1. Custom audience using the

showroom data

2. Lookalike audience using the custom data

3. Audience Insights

4. Facebook Pixel

www.buffer.com

likealyzer

Mystery Shopping Marketing Times, Greater Kailash-2

Improvements done on the website of Platinum Motocorp and Pasco Automobiles•Facebook Pixel implemented

•Live Chat

•QR Codes to redirect to website on all company material

•Updated contact info

•Linkage to all social media platforms

•SEO tasks

•Backlinks from social media to website

•Responsive site created

•SEO visibility needs drastically improved

•Posts are scheduled via buffer

Outbound Calling -To find out whether the home delivery option is efficient or not

Corporate Clie

nt Purch

ases

Took h

ome delivery

option

Did not take

home delivery

Aware of h

ome delivery

option

Aware an

d did not take

home delivery

Unaware

of home deliv

ery

Reason 1:St

ayed Close

to th

e dealersh

ip

Reason 2:Did not w

ant home deliv

ery0

10

20

30

40

50

60

70

80

90

100

according to the data provided by the customers that were successfully contacted

Promotional Events (Rural)

True Value Business Helped in the setup of the new department in Platinum Motocorp

Understand the revaluation process and how a refurbishment cost is calculated

Expected Market value - (Refurbishment cost* + other cost* + profit margin)

*other cost = RC transfer fee, VAT, Warranty, Free service

*Refurbishment cost is calculated by examining the condition of the car and evaluating 120 check point list

Findings•The brand loyalty among Maruti customers is very high

•On time delivery is one of the main factors that can affect loyalty and satisfaction.

•Sales of Maruti Suzuki is also affected by astrological issues of consumer.

•Lot of documentation procedure adds to the customer dissatisfaction level

•Digital space has become an important factor for sales promotions.

Thank You