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COOL WHEELS - FREE TYRE
CHECK CAMPS
Customer Service both pre and post
sale has today become one of the critical differentiating factors which
aggregates as a complete package deal for the customer when he purchases
the product and can be used as an effective tool for ensuring loyalty of
the customers.
Keeping in mind the motto of full customer satisfaction to both
internal and external customer, a strategy was devised to effectively
counter the competition and gain visibility through below the line
promotional media.
The concept branded as 'Cool Wheels" stands for a free tyre check
camp (for all car tyre brands) conducted by us wherein we offer the
following services to the customers
- Wheel Alignment at 50% discount.
- Free Wheel balancing (Cost of weights is chargeable to the
customer).
- Inspection of tyres by our service engineers/ service trained
personnel.
- Tyre Rotation wherever necessary.
- All the customers visiting the outlet are given a tyre inspection
report and a copy of this report is retained for records and future
use/customer contact..
- The customer visiting the camp are given a small giveaway, and
they became eligible to enter into the lucky draw contest. This is
being done to create higher brand visibility and recall and ensure
higher customer interest in the activity.
The camps are conducted at our Steel Wheels
Outlets and some major multibrand counters.
Till date we have conducted Cool Wheels service camps in the
following cities- Chennai, Delhi (thrice), Bangalore, Coachin, Mumbai,
Noida(twice), Faridabad (twice), Ludhiana and Chandigarh wherein around
5500 customer have availed of services.
These camps have been promoted by using innovative and cost effective
means, which have created a lot of hype in these important markets. Some
of the activities carried out by us to promote the camp are as follows-
- Promotion at IOC Outlets - Promoters
are placed at IOC petrol pumps. These promoters interact with
the customers coming in for refuelling and brief them about the camp
and the locations. A leaflet containing corporate communication,
location of outlets for the tyre check camp and coupon for entering
into the lucky draw contest is given to the customers. The names,
addresses, vehicle make of customer who responded are noted down and
in return they are given a giveaway.
- A team of promoters is also used to promote the camp at
- Important marketplaces / commercial
complexes
- Residential areas
- Office complexes
- Cinema halls
- Traffic intersections
- Areas adjoining dealer counters.
In order to create awareness about the camp the
following Promotional Media /Items have been used.
- Promotion at IOC Outlets - Promoters
are placed at IOC petrol pumps. These promoters interact with
the customers coming in for refuelling and brief them about the camp
and the locations. A leaflet containing corporate communication,
location of outlets for the tyre check camp and coupon for entering
into the lucky draw contest is given to the customers. The names,
addresses, vehicle make of customer who responded are noted down and
in return they are given a giveaway.
- Print advertisements in the Newspaper.
- Radio Spot - This medium was used for the entire duration of the
camp in Delhi City.
- Cinema Slides major halls in the city.
- Banners in the city, at IOC petrol pumps and dealer counters.
- Cable Scrollers.
- 5-6 Vans displaying banners driven throughout the city.
- Promoters carrying attractive Umbrellas with J.K branding to
promote visibility.
Promoters carrying attractive Umbrellas with J.K
branding to promote visibility.
Response to the campaign
- A high degree of dealer motivation has been achieved through the
campaign. The dealers have reported of tyre fitment and increased
customer awareness about the dealer outlet.
- The customer response to the campaign has been very positive. All
customers visiting the outlets, have expressed satisafction and were
pleased that for the first time a acamp of this a camp of this sort
had been organised by a tyre company.
Some significant quotes from customer about the
campaign are as under..
- "A unique campaign".
- "It's a much needed offering from a tyre company".
- "The Camp has created awareness of authorised showrooms".
- "The biggest selling point of the camp is that the company
is offering the service across all tyre brands".
Major Learnings from the
free tyre check camp
- Cuatomer care for tyres.
- Customers need to be educated about tyres and are interested in
learning about proper tyre handling.
- High brand value of J.K Tyre as a tyre brand.
- The campaign should be extended across the cities and should be
done more often.
Conclusion
The free tyre check up has resulted in the following positive features
- Customer Impact
- High degree of brand visibility.
- Reaching out to the actual customer through innovative, cost
effective means.
- Creation of Positive disposition for our product, and
enhancement of customer friendly image.
- Generation of valuable database for higher level of
pesonalised /individualised customer contacts.
- Dealer Confidence in the brand.
- Increased customer traffic to our Steel Wheels and major
multibrand counters.
- Field force Motivation
- Involvement of IOC
The success of the tyre check
camps can be attributed to high involvement of all concerned the
dealers, the fieldforce and the customers. The camp which is a highly
cost effective below the line promotional medium attracts the actual
customers. Service which has today became a differentiating factor in
the competitive market, has been used by us to create positive value for
the brand and offer something unique to the customer. We intend to
extend the service to other cities to heighten customer. We intend to
extend the service to other cities to heighten customer satisfaction
levels and build positive word of mouth. |
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