LAUNCH TRAINING INTERVENTION

Concept Note
 OUR UNDERSTANDING

• Much-awaited 5th generation Honda City is being

launched in 2020
• Completely new model with host of changes in
terms of design and performance
• Expected to be positioned above AMAZE in compact
sedan segment
• Boasting of a completely refurbished front fascia on
the lines of Honda CIVIC
• Introduction of powerful 1.0 L VTEC Turbo Engine
• More Sportier, Spacious and Sharper from it
previous avatar.

*As per market speculations | Image for representation purpose only

 OBJECTIVE

Development of Launch Training Content:

1. 1-day classroom training module
(Product, Competition, Brand Reinforcement, Target CITYzen, Demonstration practice and Test Drive
Experience)
2. Assessment Question Bank
3. Instructor Guide
4. Participant Guide
Refresher Training (eContent) -SCORM Compatible

OUR APPROACH

• Story-based learning methodology with more focus on activities/roleplays.

• We propose the following in this presentation:
✓ Concept Approach
✓ Outline
 EXPECTATION FROM US & OUR FOCUS

At the end of the 1-day program, participants will:

01 Know Segment Reality & Opportunity

EFFECTIVE TRAINING
02 Understand Customer Type & Expectations
03 Know what the New CITY offers as USPs
04 Understand how to present the CITY in a distinctive way

05 Know how the CITY excels against competition

06 Summarise Product USPs using easy to remember

acronym like Mighty 10 (TBD)

• Deliver engaging training sessions in order to maximise knowledge absorption and retention.
• Ingrain Competitive Benefit Selling by providing usable knowledge
 PRODUCT TRAITS

Charismatic
Powerful
Efficient
Innovative
Spacious
Safe In one word- ….…It’s CLASSY
4 CONCEPTS FOR TRAINING STORYLINE

2 3 4

“ CLASS ” “ 5S ” “ FIVE ” “ ACE ”

 CONCEPT 1: CLASS

Charismatic Looks Luxurious Interiors Amazing Drive Experience Sophisticated

Infotainment System Safety for All

The refreshing looks of 5TH GEN The grand interiors will Thrilling driving experience System will keep you Fortress like protection
HONDA CITY makes it stand tall a make you feel like royals that makes driving the new informed and entertained enabled for the
notch above CITY super fun throughout the drive passengers.
CONCEPT 2: 5S
City carries its brilliant legacy
A sedan loved by the mass

A trend-setter at that time

And it will continue attracting its CLASS of customers

CITY is “CLASSSSSY”
5S in classsssy means:
STYLISH SMOOTH SMART
SAFEST SPACIOUS
 CONCEPT 2: 5S

STYLISH SMART SMOOTH SPACIOUS SAFEST

The refreshing looks of 5TH Futuristic features that Smoother performance The space enough Fortress like
GEN HONDA CITY makes it makes driving the new – a perfect blend of to fit all your protection enabled
stand tall a notch above CITY a delight power & efficiency loved ones… for the passengers.
 CONCEPT 3: FIVE
The “FIFTH” generation CITY is more advance than its predecessors

FUTURISTIC DESIGN

INTELLIGENT

VAULT LIKE SAFETY

EASY ERGONOMICS

GENERATION
 CONCEPT 3: FIVE

FUTURISTIC DESIGN– INTELLIGENT–

The refreshing looks of 5TH GEN Features that makes driving the
HONDA CITY makes it stand tall new CITY a delight
a notch above previous GEN.
FIVE
Essentials of

VAULT LIKE SAFETY–

5th Gen CITY
EASY ERGONOMICS–
Fortress like protection Comfort and Efficiency maximized for
enabled for the passengers. the passengers
CONCEPT 4: A C E

The iconic CITY has always been a biggest

volume contributor for Honda

With its new trump card, Honda aims to rule the

compact sedan market again.
CONCEPT 4: A C E

AMAZING DRIVING EXPERIENCE COMPLETE SAFETY FOR ALL EASY ERGONOMICS

Outstanding performance Fortress like protection enabled Comfort and Efficiency

-a perfect blend of power & efficiency for the passengers. maximized for the passengers
PHASEWISE TRAINING PLAN

During
Training
Pre-training Post Training
Phase Phase
 PRE-TRAINING PHASE PLAN

Pre-training Activity
PRE-TRAINING
PHASE PLAN (COMPETITION DEALER VISIT)
To commence about 14 Days before Product Training

Hyundai VERNA Maruti CIAZ

DURING
TRAINING

Hyundai CRETA Kia SELTOS

POST-TRAINING
 CONCEPT ESTABLISHMENT & COURSE FLOW

PRE-TRAINING
Welcome & Ice-breaker
PHASE PLAN

Market Opportunity & Target CITYzen

Product Analysis - CLASS REJUVENATED

DURING
TRAINING Competition Companion - CLASS ABOVE ALL

Product hands-on - EXPLORE THE NEW CITY (Demo & TD)

Elevator pitch – use CLASS TO ELEVATE

POST-TRAINING

Summarize Top USPs - REMEMBER CLASS BRASS!!

 SESSION AGENDA

Duration
Sl. No. Section Topics Start time End Time
(in min)
PRE-TRAINING
PHASE PLAN 1 Pre Training Recap Dealer visit Observation report 20 9:00 9:20

i. Introduction
2 Welcome & Ice-breaker 30 9:20 9:50
ii. Class Brass Puzzle

i. Opportunity in compact Sedan segment

ii. Understanding customers expectation
3 Market Opportunity 45 9:50 10:35
iii. Lack In current customer offerings
DURING iv. Target CITYzen
TRAINING
Break 15 10:35 10:50

Unveil through Montage AV- IT'S A CITY! BAJAO

4 Product Unveil 20 10:50 11:10
SEETEE (WHISTLE)

i. Class Regenerated
(Based on Acronym Selection)
5 Product Analysis 120 11:10 1:10
ii. Summarise each
POST-TRAINING Section /Attribute

Lunch 45 1:10 1:55

 SESSION AGENDA

Duration
Sl. No. Section Topics Start time End Time
(in min)
PRE-TRAINING i. Detailed Comparison against CIAZ, VERNA ,
PHASE PLAN Competition
6 C-SUV’s (CRETA & SELTOS) 90 1:55 3:25
Comparison
ii. Class above all / Clash of Class - Activity
i. Class is permanent (demonstration activity)
Product ii. Summary of features covered in 6 position
7 60 3:25 4:25
Hands on (demo) demo step using presentation
iii. Hands on actual car
Break 15 4:25 4:40
DURING
Product i. Explore the new Honda CITY
TRAINING
8 Hands on (Test (Dynamic Aspect) 60 4:40 5:40
Drive) ii. Elevated Sales Pitch
i. Summarise the product using all Class Brass
Features giving Acronym like MIGHTY 10
Closure & Post
9 ii. Summarise Overall Program 40 5:40 6:30
Test
iii. Post Test ( MCQ based)
iv. Training Feedback
POST-TRAINING Total Duration 9.5 hrs

To save an additional hour, Demo & TD hands-on can be conducted simultaneously (total duration = 8.5 hrs)
 POST-TRAINING PHASE PLAN

PRE-TRAINING
PHASE PLAN

DURING
TRAINING

POST-TRAINING
 PRE-TRAINING ACTIVITY & COMPETITION DEALER VISITS PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• To help SCs understand the USPs/ Competition strengths

• To enable SCs counter objections confidently
Hyundai VERNA • To let SCs analyse competition sales staff in order to understand where they can make a difference
• To help SCs understand the opportunity available in the compact sedan segment

Maruti CIAZ SCs to visit one showroom of Maruti, Hyundai and Kia each and experience the
Ciaz, Verna, Creta & Seltos respectively

Hyundai CRETA • SCs need to visit one showroom of Maruti, Hyundai and Kia each
• Read and Understand the Questionnaire before visiting the competitor’s dealership
• Take business card of the competition dealership SCs
• Take brochure of the competition car
• Take an Image of the car inspected/driven Within
Kia SELTOS
• Post your assessment, fill up the questionnaire with your responses 1 Week
Dealer Visit Observation Report PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• To ensure SCs awareness about the market & opportunity within

Understanding participant’s learning from the respective competition dealerships

• Activity-based learning
• Trainer to review SC’s observations from the respective competition dealerships
• Using a clipboard, trainer to make note of competition’s strength & attributes and the missing features in
Ciaz, Verna, Creta & Seltos with consent of each participants
• Summarise the strength & misses before the session starts

20 Mins
Welcome & Ice-breaker- CLASS BRASS PUZZLE? PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• To ensure that participants are attentive

• To build curiosity around the product

• Participant’s Introduction
• Tease Top 10 product USPs using Jumbled words activity

• Activity-based learning
• Participants asked to introduce themselves(Name, City & dealership) & collect the activity sheet (15 mins)
• Put puzzle solving skills to the test (15 mins)
• Look carefully at the jumbled words and try unscrambling anagrams into real words related to
directions (CLUE- Jumbled words are the unique features of the new car. Unscramble to identify these)
• The quickest will be announced as WINNER!

30 Mins
Market Opportunity & Target CITYzen PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• Know Segment Reality & Opportunity and Customer Expectations

• Trainer to offer sales volumes of the compact sedan segment and discuss the opportunity
• A genuine need of a compact sedan
• Understanding the customer expectations from the upcoming CITY
• What competition cars (Ciaz & Verna) lack in offering – learning from the pre-training activity
• Opportunity at hand with HCIL, bringing India’s favourite compact sedan to rule the market

• Graphic-based presentation on how needs differ from one segment to another

• Key aspirations of a customer buying this a car in this segment
• Survey report / Customer clinic reports to show the lack of credible options in the segment
• What current set of cars offer and what they lack
• Summarize the section, leading to the product ACRONYM (on selection of any of the proposed concepts)
Unveil through Montage AV- IT'S A CITY! BAJAO SEETEE (WHISTLE) PRE-TRAINING
PHASE PLAN
DURING POST-
TRAINING TRAINING

• To make learning fun for SCs

• To make it a memorable training session for them

Unveiling the top USPs of new CITY through a montage video (Imagery & feature nomenclature)

• Graphic-based presentation
• Unveil montage can have whistle (podu) song
• Whistles given to all the participants
• They whistle at every great new feature
• They whistle for advantages over competition
• They whistle when roleplays are done well
Product Analysis - CLASS REJUVENATED PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• Understand product in detail

• Using FAB technique to explain each feature

• Focus on application of feature in customer’s day-to-day life

• Feature, advantage & benefit of each feature with imagery

• Feature explanation using animations/gif/videos
• Situation based Scenarios to explain all essential features
Competition Comparison- CLASS ABOVE ALL PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• Know the superiority of the CITY against the current offerings

• Top 2 competition products- Ciaz & Verna to be considered for comparison

• Comparison on Static & Dynamic aspects
• Static aspects will focus on Looks, Cabin & Space
• Dynamic aspects will focus on Dimensions, Performance & Safety
• How CITY is above others will be summarized with key highlight points.
• The participants need to remember the Top 7 or Top 10 features against each competition

• Broad sections are listed in a visual manner

• Connected to each point, as a way to reinforce, select 6 participants will be asked to present and summarize these points.
• Alternately, we can also make it into a team-based activity in which, each is given a flipchart. Teams work against Ciaz first
- one team finds advantages while the other lists disadvantages. Both present their findings.
• Once done, a summary can be run by the trainer to count the Points of CITY vs competition
Competition Comparison- CLASH OF CLASS PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• Refresh the learning from pre training activity

• Memorize today’s product learning

• Build your own comparison

• Story till now:

1. Competition data captured from the pre-training dealer visit
2. Product related information captured from the today’s session(Product Unveil AV, Product Analysis, USP’s Summary &
Comparison activity)
• Static-Dynamic Comparo Sheet will be provided with the detailed features covered under: STATIC- Looks, Cabin & Space;
Dynamic- Performance, Dimensions & Safety
• Participants are asked to fill the sheet by applying the learnings from the training till now.
Product hands-on – CLASS IS PERMANENT (Demonstration) PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• Memorize features and its benefits for each demo step

• Explore the product using 6-position demonstration steps

• Participants divided into 4 teams, each given a format to fill features that go under different demo steps- once done
• Trainer arranges 4 chairs in front of class to resemble the Honda City
• He then places himself at Step 1 and randomly picks a participant to come and demonstrate a feature under that step
• The same is repeated with different participants till all features are covered under that step (trainer has a key of list
of must-mention features)
• Trainer then sequentially moves to other steps and repeats the process for step 1 until all steps are covered
• Crowd is asked to whistle when feature is demonstrated well by any participant
• Activity concludes with trainer revealing the steps-with-features on PPT
Elevator Pitch – USE CLASS TO ELEVATE PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• To be used as a tool to convince the customer

• Self summarizing on today’s learning about the product

• Prepare a distinctive & interesting sales pitch to impress the customers

• Participants have to develop a convincing sales pitch for Top USPs.

• Must segregate features according to the acronym CLASS, Charismatic Looks, Luxurious Interiors, Amazing Drive
Experience, Sophisticated Infotainment System, Safety for All.
• Focus on key customer benefits.
• Team with most interesting presentation ‘WINS’!
CLOSURE & POST TEST PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• To conclude the session with a summary of all learning & to assess the participants

• Summarize the overall program with visual –oriented slides

• Post test conducted to check participants knowledge retention
• Feedback collected on the overall program

• Summary slides to cover all key learning of the day

• MCQ-based assessment to check knowledge retention
• Feedback forum to understand points of improvement / suggestions
REFRESHER TRAINING PRE-TRAINING
PHASE PLAN
DURING
TRAINING
POST-
TRAINING

• To conclude the session with a summary of all learning & to assess the participants

• SCORM compliant e-learning based refresher training module

• A gist of broad sections from the launch training module covering major topics will be provided in e-content format.
KEY EXPECTATIONS
TRAINING MODULE:

1. Maximise Knowledge Absorption using activities throughout the training session (4:6 = PPT: Activities)
2. Effective knowledge Retention methodologies to make SCs the product experts
3. Situation based customer queries to practice real time customer sales experience
4. Feature based competitive selling
5. Product Training Approach basis selection of proposed concepts
6. 1 Day Training Design Document
7. Run down on Honda’s heritage and CITY’s journey from 1 st GEN to 5th GEN ( Reinforcement)
8. New Honda CITY Elevator Pitch
9. Concept to ingrain Intangible Benefits (Like Ergonomics, Practicality, Ease of Use etc) in the manpower
10. Competition attack strategy (UC Segment + Similar Priced SUV Segment)

DELIVERABLES :
1. Assessment Question with 50 questions (Training Assessment may include development of Pre-Training Assessment Sheet)
2. Training aids (Printable documents): Instructor Guide & Participant Guide
3. Participant Guide to be kept light: Pages not to exceed: 12 Nos; Scope includes Printing & Dispatch to training locations
4. eContent Development is to be based on Classroom Training (Specification: Level 2+ SCORM Compatible)
 OUR APPROACH TO MEET EXPECTATIONS
S.no KEY EXPECTATIONS
Maximise Knowledge Absorption
using activities throughout the
1 2.
training session (4:6 = PPT:
Activities)
Effective knowledge Retention
2 methodologies to make SCs the
product experts
Situation based customer queries to
practice real time customer sales
3
experience
Feature based competitive selling
4 2. Feature explanation using animations/gif/videos
Product Training Approach basis
5 selection of proposed concepts
OUR APPRAOACH
1. Defining Product Acronym for easy absorption of first level info
Summarizing the product details using TOP 1O FEATURES
3. Maximum focus to supply product information using activities/roleplays(5 hours)
Retention of the knowledge will be maximised in three ways during the 3 phase of the training:
1. Pre- Training Phase: Competition car dealer visit, data capturing.
2. Training phase: FAB, Product-acronym and Class Rejuvenation
3. Post Training Phase: MCQ- To evaluate where they stand.
Refresher- E-Content tool always available for the SC’s to consistently refresh their product knowledge.
Real time sales scenario will be practised in form of activities namely:
1. “CLASS IS PERMANENT” – for Demo Activity
2. “TOP THAT”- for Objection Handling
3. “EXPLORE THE NEW CITY” – for Test Drive
1. Feature, advantage & benefit of each feature with imagery
3. Situation based Scenarios to explain all essential features
Selection from proposed concepts namely:
1. CLASS
2. 5S
3. FIVE
4. ACE
These concepts will effectively cover the product and provide activities and information which will later be very useful in making
effective sales.
 OUR APPROACH TO MEET EXPECTATIONS

S.no KEY EXPECTATIONS OUR APPRAOACH

1 Day Training Design Document Representation through PPT/ ILLUSTRATION through images, gifs, animations, videos, etc. / Activities and role-plays wherever
6 (Deliverables) required

Run down on Honda’s heritage and A short glimpse of brand Honda and the timeline of Honda CITY from 1 ST GEN to 5th GEN using presentation/gif/videos/animations
CITY’s journey from 1st GEN to 5th
7
GEN ( Reinforcement)

8 New Honda CITY Elevator Pitch Making SCs prepare their own Sales Pitch through “USE CLASS TO ELEVATE Activity”

Concept to ingrain Intangible The training module consists of more than 10 activities which will ensure the SC’s understand intangible benefits and effectively
Benefits (Like Ergonomics, apply that knowledge in sales.
9 Practicality, Ease of Use etc) in the
manpower

Competition attack strategy (UC Product comparison and feature advantage will be dealt in activities and training sessions:
Segment + Similar Priced SUV 1. “CLASS ABOVE ALL”- ACTIVITY
Segment) 2. “CLASH OF CLASS” – ACTIVITY
3. Competition comparison will be divided into
10
UC Segment: VERNA, CIAZ
SUV Segment: SELTOS, CRETA
4. Feature strength over competition
5. Top ten best feature comparisons against the competion
THANK YOU !