By:

SAURABH AGRAWAL (TM06-045)ICTM, Pune

MARUTI-SUZUKIAUTOCARD

Rewards Programme

“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 workshopsPurchase of lubricant and fuel at IOCShopping/ entertainment through Autocard

Value of 1 Auto Point earned: Re. 1.00/-

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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

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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

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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.

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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.

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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

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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.

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