Multi Purpose Vehicle

Challenge

Leading Auto SUV manufacturer enters MPV market – 7seater family vehicle. Initial response good however volumes were falling for 5 months

• Identify why response is low
• Wanted a growth in volumes immediately during festive season

Mandate

Find reasons for fall in business and how it can be immediately recovered in the Diwali season.

Business diagnostic study conducted with sales team, dealers and service team across India

Diagnostic strategies and recommendations

• Product had great features over one of the competitors but was trying to gain share from another competitor with premium positioning. Needed to focus on the weak competitor v/s 2nd stronger and better featured
• Sales tools/ tablets meant to convert customer walkin were not being used
• Communication was not addressing family but individual, needed relaunch.
• Focus was changed from retail to taxi segment within 3 months from   launch to get volumes but affected image. As Co. was never in taxi segment
• Service perception of customers was good but internally low & expensive needed internal image correction.
• Needed to enhance usage of digital devices by sales team and provide dedicated sales team who were redeployed to 3 other new brands launched.