castrol bikezone
TRANSCRIPT
World class, Multi Brand, Bike Service Outlets
…the journey of Castrol BikeZone business
Source- SIAM, 2009
Two Wheelers75%
Commercial vehicles
5%
Passenger Vehicles16%
Three Wheelers4%
Castrol sees the big opportunity
• An ocean of 2 wheelers to service
• Large demand supply gap
• Space to offer something unique
Vehicles on the road
… with backing of a giant like bp, takes the next step
• Castrol, part of the British Petroleum Group
• Operations in 100 Countries
• More than 28,000 Retail sites
• Serving 130 lac customers every day
…builds a service offer
Merchandiseinsurance
Accidentalrepairs
Lubechange
Light repairs
Preventivemaintenance
Majorrepairs
Service Offer
…and a strategy to deliver
Strong servicebrand
World classcustomer experience
Sustainableprocesses
… identifies 4 simple needs of a 2 wheeler owner
• Trust
• Personal Attention
• Expert Mechanics
• Hi-tech equipments
…and plugs the gap
Castrol builds formats to deliver the proposition
• Unique business formats to deliver
customer experience
• Maximize revenue per sq. ft.
• Formats and offerings, sharpened
over time
Brands its products…simple yet powerful
• Activ Service
• Prime service
• Silver service
• Gold service
• Platinum service
Builds training facility…builds technical excellence
Soft skills training of frontline staff…delivers customer experience!
Soft skills development through
• Experiential training• Classroom training• Role plays• Informal training• On job training
Offers VAS…retains customers
• Pickup and Drop Program
• Bike Doctor, an AMC program
• Packs for corporate customers
• 4-2 ka funda
…delivers marketing programsbuilds customer base
…ingrains sustainability through systems and business processes
• Painstakingly build processes
• Knowledge portal
• Business audits for traction
• Customer experience measurements
• Technical audits
Adds a powerful merchandise program…more revenue/ sq. ft.
…and delivers an enduring and consistent performance
• Strategic focus
• Robust structure
• Solid systems
• Strong Skills
• Shared values
…that’s Castrol BikeZone