Business Problem:

Transactions from Maruti Suzuki Auto drops, results in fetching

disproportionate return with respect to cost incurred to run the
Customer Loyalty program by Maruti Suzuki.

Research & Solution proposed by MRM//McCann:

Segmentation of consumer based on Number & Type of

transaction in last six years

Sub-Classification of Consumers consumer into various

clusters, considering different parameters

Correlation analyses to find if there any pattern exists

between transactions & considered parameters

Acquired qualitative data from primary research for root-

cause analysis of the problem.

SWOT analyses with respect to Member and Dealer and

proposed solution to Maruti Suzuki.

SWOT ANALYSIS For Members:

Members are the registered owners of vehicles and
represent the primary stakeholders for the loyalty
programs

Strengths:
Core Value Relevant for members if communicated
and supported well

Accepted well by those with the capabilities to

manage barriers

Weakness:

Low Program Awareness

Communication Complexity

Low Perceived Value

Process Complexity

Dealer Unacceptance

Depleting traction beyond Y1&2

Opportunity:

Awareness Campaign for Lookalikes ( Active &

Dormant )

Website Activation

Program Digitization

Dealer Acceptance

Simplified Communication
 Scaled Awareness Campaigns

Beyond Monetary Benefits

Referral: Mutual Benefits

Post Warranty: Beyond S&S

Threats:

Another points program in the growing clutter

Basic MSIL SWOT analysis

Suggestions and Strategies:
The company can target different segment of customers with different
strategies to retain them. We have divided the customers into 3 categories:

1. New Members
2. Existing Members
3. Channel Network Dealers

New Members
Digitization:-Under this, there are 3 categories website activation, New
Platform activation and Processes. The new members can be retained
through techniques such as Autocard Mobile App and Program Online
activation kit.

Member Activation:-It can be achieved through driver first transaction

Program Awareness:-Pops are to be installed at strategic locations so that

there is optimum interaction with new customers and through innovative
utilities.

Existing Members
Digitization:-The methods through which we can use to retain and build
strong relationship with clients on digital platforms are Super Fridays Flash
Sales, Save & bid, Clicks & Rewards, Plus Points. Flash sales are an effective
way to engage with clients and can give good returns.

Member Activation:-Beyond Monetary Exchange Programs, Gifting based

Referral Programs, Post Warranty Benefits: Beyond S&S

Program Awareness:-Lookalikes awareness campaigns, Scaled Awareness

Campaigns. Lookalike campaigns are those which are already in place and
are used to reach out to similar section of audiences. Scaled awareness
campaigns are used where there is requirement to scaling up the audiences
numbers in the same segment.

Channel Network Dealers

Digitization:-Online registration Getting the dealers to register online
and engage with the brand. Providing card less transactions make it easier
for the dealers to interact with the brand.

Member Activation:-DMS integration- A dealership management system (DMS)

or auto dealership management system is a bundled management information
system created specifically for automotive industry car dealerships or large
equipment manufacturers, such as Caterpillar Inc dealerships, and also
adapted for cars, boats, bikes, RV, and power sports dealers. These systems
often contain software that cater to the needs of the finance, sales,
parts, inventory and administration components of running the dealership.

Program Awareness:-

Dealer Engagement
Dealer Recognition
Performance Track