Juxt Dealer Engagement Firse Model

Tracking Dealer Engagement

The Juxt FIRSE™ Model

The JuxtConsult FIRSE™ Model ……how satisfied are the dealers with F ootfalls  I ncentives  R evenue  S ales Support  E ngagement

Dealer-Brand Interaction

5 distinct ‘expectations’ of dealer from the brand (FIRSE)

Leading to 5 possible ‘points of satisfaction/dissatisfaction’ with the brand

Therefore, any comprehensive dealer satisfaction model must track and measure the ‘experiences’ a dealer has with the brand at all of these 5 stages

The 5 Dealer-Brand Interaction Stages Touch Points ATL, BTL Media Product Sales Team Dealer Relations Retail F ootfalls I ncentives R evenue S ale Supports E ngagement Interaction Stages Pre Purchase Purchase Post Purchase Satisfaction Expectation Experience Milestones Brand Pull Brand Marketability Brand Sales Brand Sales Support Orientation to 4Ps Commitment Business Assurance Motivation to sell Loyalty Brand Relationship

The 5 Distinct Dealer Experience Points Sales Team F ootfalls I ncentives R evenues S ales Support E ngagement Pre Purchase Purchase Post Purchase ATL, BTL Media Retail Product Dealer Relations visibility, brand image, packaging, product quality, customer service price, margins, availability, selling supports, financial dealing, dealer relationship Dealer Friendliness Dealer Satisfaction

The 5 Distinct Dealer Experience Points Sales Team Composite F I R S E Index F ootfalls I ncentives R evenues S ales Support E ngagement Pre Purchase Purchase Post Purchase ATL, BTL Media Retail Product Dealer Relations Dealer Friendliness Dealer Satisfaction 34 parameters F Index I Index R Index S Index E Index 11 parameters 24 parameters 10 parameters 14 parameters

The Dealer Engagement Measuring Parameters

Noticeability of brand (media, outdoor/market level, shop level)

Sufficiency of communication (spread, frequency)

Relevance of communication (brand-consumer match)

Impact on brand image

Impact on brand premiumness / quality perceptions

Brand Pull (sufficiency of traffic, is brand asked for, considered)

Overall satisfaction with brand pull

Brand Pull Experience 11 Parameters

Price appropriateness (absolute, vis-à-vis competing brands)

Retail location appropriateness (consumer image match, ease of access)

Packaging attractiveness (absolute, vis-à-vis competing brands)

Product display (shelf placement, promotional display)

Product promotion (promotional activities, ‘pos’ support)

Availability (overall, range, right variants, sufficiency of quantity)

Brand benefit orientation / training

Product quality appropriateness ( vis-à-vis price, vis-à-vis competition, consumer acceptance)

Product competitiveness (price, pull, range, features, benefits/’usp’, usage satisfaction)

Overall satisfaction with brand marketability

Brand Marketability Experience 24 Parameters

Price attractiveness (ease of selling)

Adequacy of dealer margin ( absolute margin, vis-à-vis competition, schemes and slab upgrades)

Adequacy of business generation (gross, net)

Selling aids (discounts/gifts, hire purchase/installments/EMI)

Payment collection options (option range, convenience of collection)

Overall satisfaction with brand selling

Brand Selling Experience 10 Parameters

Adequacy of supply (sufficient quantity, timely, continuity, spares/accessories)

Inventory management (systematic management, timely visits, ease of ordering)

Sales orientation / training (availability, quality)

Sales communication support (shop signage, ‘pos’)

Trade channel support ( systematic, clear location demarcations, role clarity, issue redressals)

Customer service support (helpline/call center, query resolution – timely, adequacy)

Channel promotion (coop ads, dealer directory/directions)

Financial dealing (payment policy, credit period, level of paperwork)

Return / refund (policy, actual experience)

People relations (sales team, finance team, management – approachability, courtesy,

ease of dealing, etc.)

Overall satisfaction with brand sales support

Brand Sales Support Experience 34 Parameters

Brand orientation (understanding of brand and its ‘usp’, session/workshops/visits, training,

literature/newsletter)

Company orientation (factory/office visit, literature/newsletter)

Dealer meets / forum (regularity, relevance, convenience)

Loyalty program (exists, attractiveness, motivation to recommend/sell)

Recognition (awards, certificates, letter of appreciation, etc.)

Overall satisfaction with brand relationship

Brand Relationship Experience 14 Parameters

Methodology

Important to measure satisfaction levels at each stage of interaction to derive the relevant ‘diagnostics’ for leakages in the brand dealing funnel

Parameters also rated on their ‘importance’ by dealers to facilitate reporting of ‘attribute importance vis-à-vis performance grids’ for key brands in the category

Sampling Authorized Dealer Multi Brand Dealer Exclusive Dealer Franchisee Brand Pull Experience Brand Relationship Experience Quota of total 40-200 dealers per brand depending on category (.. x .. type of dealers) Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Pull Experience Brand Relationship Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Pull Experience Brand Relationship Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience Brand Pull Experience Brand Relationship Experience Brand Marketability Experience Brand Selling Experience Brand Sales Support Experience

Key Analysis & Reporting