Dealer Engagement Model

Tracking Dealer Engagement

The JuxtConsult

FIRSE

TM

Model

The JuxtConsult

……how satisfied are the dealer with

Footfalls

FIRSE

Æ Incentives Æ Revenue Æ

TM

Model

Sales Support

Æ

Engagement

Dealer-Brand Interaction • 5 distinct ‘expectations’ of dealer from the brand (FIRSE)

• Leading to 5 possible ‘points of satisfaction/dissatisfaction’ with the brand

• Therefore, any comprehensive dealer satisfaction model must track and measure the ‘experiences’ a dealer has with the brand at all of these 5 stages

The 5 Dealer-Brand Interaction Stages

Pre Purchase

Interaction Stages

Footfalls

Touch Points ATL, BTL Media

Milestones Brand Pull Orientation to 4Ps

Incentives

Retail

Brand Marketability

Post Purchase

Purchase

Motivation to sell

Revenue

Product

Brand Sales Business Assurance

Sale Supports

Sales Team

Brand Sales Support Commitment

Engagement

Dealer Relations

Brand Relationship Loyalty

Expectation

Experience

Satisfaction

The 5 Distinct Dealer Experience Points Pre Purchase

Footfalls

Purchase

Incentives

ATL, BTL Media

Retail

Revenues

Post Purchase

Sales Support

Product

Sales Team

Engagement Dealer Relations

Dealer Friendliness Dealer Satisfaction visibility, brand image, packaging, product quality, customer service price, margins, availability, selling supports, financial dealing, dealer relationship

The 5 Distinct Dealer Experience Points Pre Purchase

Footfalls ATL, BTL Media

Purchase

Incentives Retail

Post Purchase

Revenues

Sales Support

Product

Sales Team

Engagement Dealer Relations

Dealer Friendliness Dealer Satisfaction

F Index 11 parameters

I Index 24 parameters

R Index

S Index 34 parameters

10 parameters

Composite

FIRSE

Index

E Index 14 parameters

The Dealer Engagement Measuring Parameters

• Noticeability of brand (media, outdoor/market level, shop level) • Sufficiency of communication (spread, frequency) • Relevance of communication (brand-consumer match)

Brand Pull Experience

• Impact on brand image • Impact on brand premiumness / quality perceptions • Brand Pull (sufficiency of traffic, is brand asked for, considered)

11 Parameters

• Overall satisfaction with brand pull

The Dealer Engagement Measuring Parameters

• Price appropriateness (absolute, vis-à-vis competing brands) • Retail location appropriateness (consumer image match, ease of access) • Packaging attractiveness (absolute, vis-à-vis competing brands) • Product display (shelf placement, promotional display)

Brand Marketability Experience

• Product promotion (promotional activities, ‘pos’ support) • Availability (overall, range, right variants, sufficiency of quantity) • Brand benefit orientation / training • Product quality appropriateness (vis-à-vis price, vis-à-vis competition, consumer acceptance)

24 Parameters

• Product competitiveness (price, pull, range, features, benefits/’usp’, usage satisfaction) • Overall satisfaction with brand marketability

The Dealer Engagement Measuring Parameters

• Price attractiveness (ease of selling) • Adequacy of dealer margin (absolute margin, vis-à-vis competition, schemes and slab upgrades)

Brand Selling Experience

• Adequacy of business generation (gross, net) • Selling aids (discounts/gifts, hire purchase/installments/EMI) • Payment collection options (option range, convenience of collection) • Overall satisfaction with brand selling

10 Parameters

The Dealer Engagement Measuring Parameters

• Adequacy of supply (sufficient quantity, timely, continuity, spares/accessories) • Inventory management (systematic management, timely visits, ease of ordering) • Sales orientation / training (availability, quality) • Sales communication support (shop signage, ‘pos’) • Trade channel support (systematic, clear location demarcations, role clarity, issue redressals)

Brand Sales Support Experience

• Customer service support (helpline/call center, query resolution – timely, adequacy) • Channel promotion (coop ads, dealer directory/directions) • Financial dealing (payment policy, credit period, level of paperwork) • Return / refund (policy, actual experience) • People relations (sales team, finance team, management – approachability, courtesy,

34 Parameters

ease of dealing, etc.)

• Overall satisfaction with brand sales support

The Dealer Engagement Measuring Parameters

• Brand orientation (understanding of brand and its ‘usp’, session/workshops/visits, training, literature/newsletter)

Brand Relationship Experience

• Company orientation (factory/office visit, literature/newsletter) • Dealer meets / forum (regularity, relevance, convenience) • Loyalty program (exists, attractiveness, motivation to recommend/sell) • Recognition (awards, certificates, letter of appreciation, etc.) • Overall satisfaction with brand relationship

14 Parameters

Methodology • Important to measure satisfaction levels at each stage of interaction to derive the relevant ‘diagnostics’ for leakages in the brand dealing funnel • Parameters also rated on their ‘importance’ by dealers to facilitate reporting of ‘attribute importance vis-à-vis performance grids’ for key brands in the category

Sampling Multi Brand Dealer

Authorized Dealer

Exclusive Dealer

Franchisee

Brand Pull Experience

Brand Pull Experience

Brand Pull Experience

Brand Pull Experience

Brand Marketability Experience

Brand Marketability Experience

Brand Marketability Experience

Brand Marketability Experience

Brand Selling Experience

Brand Selling Experience

Brand Selling Experience

Brand Selling Experience

Brand Sales Support Experience

Brand Sales Support Experience

Brand Sales Support Experience

Brand Sales Support Experience

Brand Relationship Experience

Brand Relationship Experience

Brand Relationship Experience

Brand Relationship Experience

Quota of total 40-200 dealers per brand depending on category

(.. x .. type of dealers)

Key Analysis & Reporting • Brand dealing experience and diagnostic at each of the 5 stages of dealerbrand interaction (+ reasons of satisfaction/dissatisfaction at each level) • Brand level satisfaction scores at each of the 5 stages of brand experience - individual F,I,R,S,E index scores • Overall satisfaction with the brand (composite FIRSE index for the brand) • Brand performance on individual parameters/attributes vis-a-via the importance of these parameters/attributes (F, I, R, S, E grids)

Thank You!