Maruti Summer Project Presentation

MARUTI-SUZUKI AUTOCARD Rewards Programme By: SAURABH AGRAWAL (TM06-045) ICTM, Pune

“ Marketing and CRM of Maruti Suzuki Autocard”
Objectives :
To create awareness of the Autocard
Check for its implementation at Dealers, workshops and at
IOC petrol pumps
Conduct the market research for Maruti Suzuki Autocard.

What is Maruti-Suzuki Autocard???
A product by Maruti Suzuki in collaboration with Citibank and Indian Oil Corporation, launched on April 19 2006 in 36 cities across India for new as well as existing customers of Maruti car.
It is called “LOYALTY-CUM-REWARD PROGRAM” in order to :
Retain old and make new customers
Provide special privileges and benefits
Sell Maruti accessories, finance, insurance
Create edge over its competitors
Provides Rewards at :
Maruti Suzuki dealers and at workshops
Purchase of lubricant and fuel at IOC
Shopping/ entertainment through Autocard
Value of 1 Auto Point earned: Re. 1.00/-

BENEFITS OF AUTOCARD
6%ON SERVICE BILL
3%ON INSURANCE
3%ON EXTENDED WARRANTY
3%ON MGA
1%ON SHOPPING/DINNING
1.5%ON IOC PUMP
DOCUMENTS REQUIRED
R/C COPY
INSURANCE COPY
PAN CARD COPY
DRIVING LICENCE COPY

Market Research:
Market Research was conducted to know:
Customers feedback
Grievances
Suggestions
Using the list of active and inactive Auto Card we tried to find out why?
Some use the Autocard frequently - Active
Some did not used the Autocard – Inactive
Limitation of the Market research done by us:
Customers were only those who used Autocard.
Time was the major constraint
The Maruti-Suzuki AUTOCARD : questionarre.doc

What were the Results of Market Research???
People were not happy with the Citibank because:
Billing not done properly
Frequent calls to customers for loans or new schemes
Many felt it as just a Credit card.
People were not aware of the Autocard.
EDC machine not working or not installed at workshops or at IOC outlets.
Some customers wanted additional benefits apart from points.
Customers used to get the Autocard after a long delay.
Customers were not willing to give the documents again.
Very few number of IOC petrol pumps in Pune.

What we did???
We created awareness by putting few posters at the proper place at the dealer and workshop.
We interacted with the customers when they:
Came to buy a New car or
Came to take some accessories or
Came for Servicing their Old car
We started to dispatch cards weekly and with no delay.
We also tried to repair and install the EDC machine were it was required.
We followed-up with customers regarding their experience with Autocard.
We also followed-up with Citibank for the delay in getting the Autocard.

Recommendations:
The procedure of getting Autocard should be made simpler.
The customers should get Autocard within a particular time period.
Regular checking of EDC machine should be there.
Autocard Executive should be properly involved in Autocard related work and should not be assigned any other tasks.
Salesmen should be motivated and be given incentives on achieving a particular target in a month.
Customers should be given some additional benefits or lucky draw kind of rewards while filling the Autocard.
Proper advertisement should be done.
At dealer locations
In newspapers/magazines
Across the city through billboards
Posters should be placed at areas like Hinjewadi, Magarapatta, Vimannagar, Aundh,etc

Value addition to me :
How to interact with various customers.
How to understand & accordingly deal with the situations.
How to work with seniors & give ideas.

THANK YOU !

Maruti Summer Project Presentation

by Saurabh Agrawal on Mar 22, 2008

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