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