Tracking Dealer Engagement

The Juxt FIRSE™ Model

 The JuxtConsult FIRSE™ Model

……how satisfied are the dealers with

Footfalls  Incentives  Revenue  Sales Support  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

Confidential, (C) JuxtConsult 2008 4

 The 5 Dealer-Brand Interaction
Stages
Interaction Stages Touch Points Milestones

Footfalls ATL, BTL Media Brand Pull

Pre Purchase

Orientation to 4Ps

Incentives Retail Brand Marketability

Motivation to sell
Purchase

Revenue Product Brand Sales

Business Assurance

Brand Sales Support

Sale Supports Sales Team
Post Purchase

Commitment

Engagement Dealer Relations Brand Relationship

Loyalty

Expectation Experience Satisfaction

Confidential, (C) JuxtConsult 2008 5
 The 5 Distinct Dealer Experience
Points
Pre Purchase Purchase Post Purchase

Footfalls Incentives Revenues Sales Support Engagement

ATL, BTL Media Retail Product Sales Team Dealer Relations

Dealer Friendliness
Dealer Satisfaction

visibility, brand image, packaging, product quality, customer service

price, margins, availability, selling supports, financial dealing, dealer relationship

Confidential, (C) JuxtConsult 2008 6

 The 5 Distinct Dealer Experience
Points
Pre Purchase Purchase Post Purchase

Footfalls Incentives Revenues Sales Support Engagement

ATL, BTL Media Retail Product Sales Team Dealer Relations

Dealer Friendliness
Dealer Satisfaction

F Index I Index R Index S Index E Index

11 parameters 24 parameters 10 parameters 34 parameters 14 parameters

Composite F I R S E Index
Confidential, (C) JuxtConsult 2008 7
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 • Impact on brand image
Experience • Impact on brand premiumness / quality perceptions
• Brand Pull (sufficiency of traffic, is brand asked for, considered)
• Overall satisfaction with brand pull
11 Parameters

Confidential, (C) JuxtConsult 2008 8

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 • Product promotion (promotional activities, ‘pos’ support)

Marketability • Availability (overall, range, right variants, sufficiency of quantity)

Experience • Brand benefit orientation / training
• Product quality appropriateness (vis-à-vis price, vis-à-vis competition, consumer acceptance)
• Product competitiveness (price, pull, range, features, benefits/’usp’, usage satisfaction)
24 Parameters
• Overall satisfaction with brand marketability

Confidential, (C) JuxtConsult 2008 9

The Dealer Engagement Measuring
Parameters

• Price attractiveness (ease of selling)

• Adequacy of dealer margin (absolute margin, vis-à-vis competition, schemes and slab upgrades)
• Adequacy of business generation (gross, net)
Brand Selling
• Selling aids (discounts/gifts, hire purchase/installments/EMI)
Experience
• Payment collection options (option range, convenience of collection)
• Overall satisfaction with brand selling
10 Parameters

Confidential, (C) JuxtConsult 2008 10

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 • Customer service support (helpline/call center, query resolution – timely, adequacy)

Support • Channel promotion (coop ads, dealer directory/directions)

Experience • 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

Confidential, (C) JuxtConsult 2008 11

The Dealer Engagement Measuring
Parameters

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

literature/newsletter)

• Company orientation (factory/office visit, literature/newsletter)

Brand • Dealer meets / forum (regularity, relevance, convenience)
Relationship
• Loyalty program (exists, attractiveness, motivation to recommend/sell)
Experience
• Recognition (awards, certificates, letter of appreciation, etc.)
• Overall satisfaction with brand relationship
14 Parameters

Confidential, (C) JuxtConsult 2008 12

 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

Confidential, (C) JuxtConsult 2008 13

 Sampling
Multi Brand Dealer Authorized Dealer Exclusive Dealer Franchisee

Brand Pull Experience Brand Pull Experience Brand Pull Experience Brand Pull Experience

Brand Marketability Brand Marketability Brand Marketability Brand Marketability

Experience Experience Experience Experience

Brand Selling Experience Brand Selling Experience Brand Selling Experience Brand Selling Experience

Brand Sales Support Brand Sales Support Brand Sales Support Brand Sales Support
Experience Experience Experience Experience

Brand Relationship Brand Relationship Brand Relationship Brand Relationship

Experience Experience Experience Experience

Quota of total 40-200 dealers per brand depending on category (.. x .. type of dealers)

Confidential, (C) JuxtConsult 2008 14

 Key Analysis & Reporting

• Brand dealing experience and diagnostic at each of the 5 stages of dealer-

brand 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)

Confidential, (C) JuxtConsult 2008 15

Thank You!