Divyansh Gupta worked in the sales department of MSIL and helped dealerships with their websites and digital strategies. He analyzed different types of websites and recommended responsive designs for dealerships. He implemented SEO techniques like keywords, backlinks and social media promotion to improve search visibility. Google Analytics was used to analyze page views, traffic, and improve loading speeds. Facebook ad campaigns and pixel tracking were created along with Buffer for social scheduling. Mystery shopping was conducted and rural promotional events were organized. The true value business for used cars was also understood. In summary, Divyansh helped automotive dealerships optimize their online presence and digital marketing strategies.

1. Finding New Ways To Reach
The Modern Automobile
Customer
PRESENTED BY: DIVYANSH GUPTA
INDUSTRY MENTOR: MR. SACHIN AGARWAL
FACULTY MENTOR: PROF. MUKUND PRASAD

2. 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

3. Types of Websites
Understanding 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

4. Parallax Responsive Mobile Adaptive
No Yes No Could not be
tested
Parallax Responsive Mobile Adaptive
No 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.

5. 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

6. 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

7. The Golden Triangle

8. 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

9. 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 Rate
Uptime
Page loading speed/time
Error Messages
Pageview
Unique Pageview(different from visit)
WebTraffic
Hits

10. Facebook Campaigns
Tools Used
1. Custom audience using the
showroom data
2. Lookalike audience using the custom
data
3. Audience Insights
4. Facebook Pixel

11. www.buffer.com

12. likealyzer

14. Mystery Shopping
Marketing Times, Greater Kailash-2

15. 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

16. Outbound Calling -To find out whether the
home delivery option is efficient or not
0
10
20
30
40
50
60
70
80
90
100
Corporate
Client
Purchases
Took home
delivery option
Did not take
home delivery
Aware of home
delivery option
Aware and did
not take home
delivery
Unaware of
home delivery
Reason
1:Stayed Close
to the
dealership
Reason 2:Did
not want home
delivery
according to the data provided by the customers that were successfully contacted

17. Promotional Events (Rural)

18. 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

19. 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.

20. Thank You