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CMT_Training
- 2. Confidential and Proprietary
Copyright © 2011
About Company
• ChangeMyTyre.com is the online venture of Web Auto
Resources Pvt Ltd started by Mr. Neeraj Chauhan and
Mr.Munish Batta
• ChangeMyTyre.com was established with the objective of
bringing choice, transparency and convenience to tyre buying
process in India.
• ChangeMyTyre.com is the first online tyre store in India.
- 3. Confidential and Proprietary
Copyright © 2011
Projects Undertaken
• Strategy implementation for enhancing Conversion Rate
• Calculation of franchise ROI
• Increasing sales using Website as a tool for franchise model
• Planning pricing strategy Auto Car 360o
- 5. Confidential and Proprietary
Copyright © 2011
Objectives/Targets
• Pitch the new model to old queries and try to convert them into
franchise
• Suggest and implement suitable strategies to enhance
conversion rate.
- 7. Confidential and Proprietary
Copyright © 2011
Project Team
Leader
• Rajneesh Batta (Lead Franchise operations and business relations)
Team Members
• Vasu Singla (Executive Trainee)
• Sahil Verma (Assistant Manager Franchise operations)
- 8. Confidential and Proprietary
Copyright © 2011
Methodology
• Designed a cover letter and send it via E-mail to 807 people.
• Tried to have a conversation( FIFO approach)
• Medium of Conversation
- 9. Confidential and Proprietary
Copyright © 2011
Dual Benefits
1.
• 1 franchise got converted as well as 12+ leads were
generated
2.
• 4 strategies were suggested by me after studying whole
model
- 10. Confidential and Proprietary
Copyright © 2011
Strategies
• Preparing a Franchise ROI sheet
• Concept of Auto Car 3600
• Developing a network to buy and sell old tyres
• Introduction of Coupon system
- 13. Confidential and Proprietary
Copyright © 2011
Developing network to buy and sell old tyres
• Dead stock
• Useless Tyres for light diesel extraction and used tyres
at a discounted rate
• Rejection
• Replacement
- 14. Confidential and Proprietary
Copyright © 2011
Introduction of Coupon System
• Coupons will be given to the end customers
• CMT can make customer card and the points will be added in the card
on every purchase and the customer can redeem its points on his next
purchase.
• This system will bind the customer to visit the store again in order to
redeem points and so the leap of 2 years or more can be reduced to a
certain level.
- 15. Confidential and Proprietary
Copyright © 2011
Result
• 1 query got converted into Franchise
• 12+ leads were generated
• The model is now much more compatible, profitable and attractive.
• Inclusion of Auto Car 360o resulted in additional revenue stream for
Franchisee
- 16. Confidential and Proprietary
Copyright © 2011
Project-2 Increasing sales using Website as a tool for
Franchise Model
OBJECTIVES/TARGETS
NEED OF PROJECT
PROJECT TEAM
METHODOLOGY
RESULT
- 18. Confidential and Proprietary
Copyright © 2011
Need of Project
• Indian tyre market is very unorganized sector. Helping out the
franchisee to conduct the business with limited knowledge
• Sales of anchor brands ( Apollo, Ceat, Falken, Jk tyres) were less as
compared to MRF and Bridgestone.
- 19. Confidential and Proprietary
Copyright © 2011
Project Team
Leader
Munish Batta Director
Vasu Singla Executive Trainee
Sahil Verma Assistant Manager Franchise operations
Abhishek Chauhan IT Department
Mohnish Content writer
- 20. Confidential and Proprietary
Copyright © 2011
Methodology
• Giving each Franchisee a login ID which will
include tyres according to their ranking.
• Ranking will be done on the basis of points which will include half
points for customer review and half for expert review(CMT).
• Started with having a trial with top 20 cars of India.
- 21. Confidential and Proprietary
Copyright © 2011
How this Idea works??
• CMT will rate the tyre according to the brand it want to push.
for eg. For Lucknow franchisee if we want to push Falken tyres then
the rating to Falken tyres will be given more as compared to others
and based on the requirement others will be ranked.
- 24. Confidential and Proprietary
Copyright © 2011
Point System
• Now the tyre brands are rated on the basis of 5 points. Now 3 points are awarded
for Expert review and 2 are awarded for Customer review.
• The score of expert review is calculated on the basis of 6 factors:-
Tyre tread life
Tyre noise
Braking in wet Conditions
Braking in Dry Conditions
Ride Comfort
Stability on turns
- 25. Confidential and Proprietary
Copyright © 2011
Expert Review
• Now, every star will be given the weight age of 0.1 and therefore, if
the star is 50% filled then the score from that star will be 0.05 and if
it’s 30% then it would be 0.03. So, in this manner if let us say tyre
thread life gets 5 stars and tyre noise gets 2 and half stars and 5 stars
for all other factors then our score from expert review would be:-
• 5*(0.1*5)+(0.1*2+50% of 0.1)
• 2.5+0.2+0.05=2.75 out of 3
- 26. Confidential and Proprietary
Copyright © 2011
Customer Review
• Similarly, the score for each customer review will be calculated in
this manner. Here, 0.5 weight age out of 2 points are given to tyre
tread life and tyre noise each and 0.25 to the remaining factors. So, if
5 stars are given in first 2 and 3,4,4 and 3.5 in respective factors then
score from customer would be:-
• 2*(0.1*5)+(0.05*3)+2*(0.05*4)+(0.05*3+0.025)
• 1+0.15+0.4+0.15+0.025=1.725 out of 2
- 27. Confidential and Proprietary
Copyright © 2011
• Now, this is the score of Customer 1 and suppose if there are 5
customers then their score will be averaged out.
• Therefore, total score comes by addition of both the scores of expert
review as well as customer review
- 28. Confidential and Proprietary
Copyright © 2011
Results
• By, the implementation of this strategy firstly the franchisee will be
eased out as he had not to do any effort to explain the correct tyre to
the customers as everything will be written in front of him and
secondly the benefit will be with the CMT as they will be able to push
their stock and ultimately the sales of that particular stock will
increase.
