Live Project 2021-22

Live Project Final Report

AUTOMOVILL TECHNOLOGIES PVT LTD

Social Media Marketing

Corporate Mentor: Submitted By:

Venkat Ramana Group 27
Marketing Lead
Abhishek Kumar Singh (P212B033)
Automovill Technologies Pvt. Ltd.
Sumit Kumar (P212B025)
Saurav Basu (P212A051)
Faculty Mentor:
Dr. Mohit Malhan
 01
Table of Contents
EXECUTIVE SUMMARY.................................................................................................................................................2
About Automovill............................................................................................................................................................4
INTRODUCTION............................................................................................................................................................... 4
Vision.............................................................................................................................................................................. 4
Mission............................................................................................................................................................................4
LITERATURE REVIEW....................................................................................................................................................5
Problem statement............................................................................................................................................................... 6
OBJECTIVE....................................................................................................................................................................6
IMPORTANCE............................................................................................................................................................... 6
RESEARCH METHODOLOGY.........................................................................................................................................7
Research Objective:.........................................................................................................................................................7
Research Design:............................................................................................................................................................. 7
Research Instrument:.......................................................................................................................................................7
ANALYSIS AND INFERENCE.........................................................................................................................................8
Primary Research data:....................................................................................................................................................8
Brand awareness:.........................................................................................................................................................8
Engagement and communication:................................................................................................................................8
Trust and Positive Image:............................................................................................................................................9
PROGRESS REPORT.....................................................................................................................................................9
Inference............................................................................................................................................................................11
REFERENCES..................................................................................................................................................................13
 01
EXECUTIVE SUMMARY

Knowing when and where to connect with customers has always been fundamental to
marketing. To create a strategy, branding, marketing, and strategy exercises are carried out
on digital platforms. Automovill is an online marketplace where clients may find car services.
Automovill combines the services of a number of local companies to deliver a wide range
of services to its consumers. Automovill is a one-stop shop for vehicle services. In terms of
client involvement, the company is still in its infancy.
The reach of a social media account is one of the most important indicators of its
success. Automovill has been steadily developing its Social-Media following through an
organic manner.
Our goal was to increase the number of engagement as well as the quantity of the content.
Our role is to oversee day-to-day management of social media campaigns and ensure brand
consistency. Facilitate scaling brand and company awareness across all social media
channels (Facebook, Instagram, LinkedIn etc.).
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INTRODUCTION
About Automovill
Bangalore, India's Silicon Valley, was the location of the company's inception in 2016.
Automovill is a one-stop shop for all things related to automobiles. To develop
confidence, transparency, and hassle-free service for its consumers, Automovill has taken
a completely new and innovative strategy. Its goal is to lower the car's total cost of
ownership by shortening the time it takes to fix it.
Automovill delivers the best of the experience by introducing transparency, developing
trust, and eliminating information asymmetry with its technology-driven and 360-degree
approach. With its AI rule engine technology, it connects automobile owners with the most
skilled garages/technicians. Apart from automobile service, it also provides assistance with
other vehicle needs such as puncture, bike servicing, seat covers, car accessories, towing,
and car wash.
Automovill is among the fastest growing after sales service companies in India with
partnered over 500+Multi Brand Workshop's, Handled 100k+ Orders, 4.9+ ratings in FB
(highest for any automobile Service Companies in India) and over 4.7+ ratings in Google.
Automovill has a very strong and proven founding team with 40 years of combined
experience in technology, Internet, E- Commerce and FMCG including 12 years in Silicon
Valley. Automovill has a team of 60+ and is funded by some of the leading Indian Investors.
Currently Automovill is present in Bangalore, Hyderabad, Delhi-NCR, Pune, Guwahati,
Kolkata, Ranchi, Bhubaneshwar, Siliguri, Bhopal, Patna, and Indore. Expansion in other
prominent cities under execution.
Vision
Hassle-free service with trust & transparency
Mission
To reduce the ownership cost of car with reduced TAT for service.
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LITERATURE REVIEW

The rapidly burgeoning presence and the arrival of big car brands in the country are
opening up new avenues for the Indian car market and are pushing it towards becoming a
leader in the coming years. This has set in motion an equally aggressive automotive
servicing and repair industry which is estimated to be worth Rs. 40,000 crores by the year
2022.

The car service industry in India. The Indian car service industry can be segregated into
three individual sectors.

Authorised service centres: There are authorised service centres, which are "authorised"
workshops that handle service and maintenance for a specific car brand whether it is
owned by the firm or a franchisee. Approximately 45 percent of the money earned in this
domain is generated in this industry. The reason is found in the manufacturer's warranty
provision, which requires consumers to seek services exclusively from authorised repair
centres. Not only that, but automobile manufacturers also require regular maintenance
and replacements, which can only be found at authorised workshops.

Unorganised service centres: In these vertical, unorganised local garages exist as the
lowest automotive service supplier. Local garages are essentially unorganised, sparsely
equipped, and low-overhead workshops that are frequently run as sole proprietorships.
However, the unstructured sector accounts for a significant portion of revenue.
Customers with out-of-warranty or used cars who want to save money on car
maintenance make up the majority of the business.

The report (FICCI-2007) provided an outline of India's automotive sector as well as an

explanation of the industry's additional benefits. According to this article, India's
automobile industry has a tremendous potential, contributing 4% of GDP to the Indian
economy. Cars, scooters, bikes, buses, lorries, jeeps, tractors, and all forms of two-
wheelers, three-wheelers, and four-wheelers are available from the Indian vehicle
industry.

Nearly 500 large companies and 1000 small scare registered companies operate in the
Indian automobile sector, providing automobile services to customers. India gains greatly
from managing the vehicle industry as a significant sector, gaining many technological,
cost, and personnel advantages, among other things.

The Auto Ancillary Industry is a world-renowned R&D test centre in India for car
verifications, which can be considered one of the Indian automobile industry's
competitive advantages. According to World Automobile Statistics, India was the fastest
growing automobile market sector in 2004, and it is the world's second largest two-
wheeler market sector and third largest three-wheeler dealer. According to these figures,
India is the world's fourth largest tractor market, with strong tractor sales.

In order to specify the precise statistics on these factors that reveal the standard of the
Indian automobile sector in the world, research is required.
 03

Problem statement

With burgeoning growth in the automobile industry, the competition has also intensified
for providing the best car service one vehicle owner may get and it comes with its own
share of challenges.

Growing competition has made the life of the service providers very difficult

Competitive pressures on cost, quality, performance and manufacturing of vehicles today

are bigger than ever.

The onslaught of the pandemic has exacerbated the existing challenges of the automotive
industry, causing unprecedented uncertainty among market players

Disrupted supply chain which has been witnessed due to the bottleneck in semiconductor
manufacturing

Companies need to promote aggressively and build brand equity.

OBJECTIVE

As a content creation team, we have been assigned the responsibility to increase social
community size, accurately target audiences, strengthen engagement strategies for increased brand
loyalty, writing blog posts. We developed creatives that were published across digital platforms and
channels such as Instagram, Facebook, and LinkedIn. It essentially was an ad served to the users.

IMPORTANCE

When we develop brand creatives, it should stand out from the rest. The uniqueness of
creativity also represents the uniqueness of the brand’s product and services. The
creatives are the Voice of the Brand and it should stand out from its competitors to reach
the spectrum of the target audience. Good creatives have a quick impact on the audience.
They attract the audience in an instance.

One glance and the viewer’s eyeball get engaged into the advertisement. But if there is an
ordinary creative, it would rarely catch the attention of the people. Hence creative
agencies use vibrant colours and contrast with various fonts to attract the attention of
potential customers.
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RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the problem. It may be understood as a

science of studying how research is done scientifically.
 
In it we study the various steps that all generally adopted by researcher in studying his research
problem along with the logics behind them.

Research Objective:

The prime objective of this research is to find factors that mainly influences the consumer decision to
opt for Automovill and how digital and social media marketing attracts the consumer for their choice.

Research Design:

Descriptive research Design method was used for market analysis. This was used during our project to
help Automovill enhance new marketing strategy to expand into the market.

Research Instrument:

 Analyse what content performs best for any topic or competitor

 Identify the content that resonates with the audience
 Focus on the right networks
 Conducted detailed content research
 Discover the most shared content formats
 In content analysis we used Instagram , LinkedIn and other social media posts to understand
customer response and increase the overall marketing campaign response rate for Automovill.

Analytical tools and Techniques used to conduct Market research

 Determined our social goals.

 Created Metrics to measure these goals by using analytical tools like Zoho Social, Google analytics,
Excel etc.
 Continuously Measured and Monitored our daily posts with respect to overall traffic on the posts
and Automovill Website.
 Adjusted to the response and repeated the above process to improve the overall success rate of
the Social Media Campaign.
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ANALYSIS AND INFERENCE

Primary Research data:

Brand awareness:

Where did you come to know about Automovill for the first time?

Inference:

Social media channels play a huge role in creating awareness since a lot of the ‘Target audience’ spend
a lot of screen time of social media channels. Of the surveyed people 55% of them agreed to this.

Engagement and communication:

Does social media make it easier to engage with the brands?

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Inference: Of the surveyed people 55% of them agreed that it is a lot easier to contact with the brands
on social media channels and it a way you are constantly in touch with the brand. Every post gives the
customers to interact with the brand and you are also aware about what is up to.

Trust and Positive Image:

Do you think a good and transparent social media handle invokes trust in customer’s mind?

Inference: 58% of the surveyed people agreed that it creates a positive space in people’s mind if the
social media handles are more forthcoming and transparent.

PROGRESS REPORT

• Creative creatives based on latest trends on the social media platforms.

• Creating catchy ‘write-ups’ and ‘captions’ related to the creatives to attract the attractions of the
users.
• Revise the content on the basis of engagement rate for each platform.
• Engaging with the followers/ subscribers in meaningful ways. PROGRESS REPORT In terms of
frequency of the creatives, we have done good progress.
 08
In terms of frequency of the creatives, we have done good progress.
In terms of engagement of the ‘likes’ per post has increased by 25-30% in the last 4
months.

Description Previous New

Likes 3-4 6-10
Comments 1-2 3-4
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Inference

The biggest challenge is creating regular quality creatives so that you have something to show on daily
basis.

Creating and uploading regular content also ensures your presence in customer ‘feed’ whenever they
scroll through the social media handles which in turn ensures brand recall.

While it is hard to comment on the exact no. of the engagement rate since we it changes every day,
we can say for sure that the net value has changed positively because of the increase in the
frequency.

We will further be working on increasing the engagement rate with the customers and try to increase
the likes and comment further organically.
 08

Managerial Implications

Consumer satisfaction with social media advertising is high, according to the study, although a small
percentage of people disagrees. It was also shown that consumers have been exposed to internet
advertising via social media marketing, implying that businesses must use these media channels to
advertise appropriately. It has also been determined that in today's world, if a company wants to
influence consumer behavior toward their products and services, it must use social media channels to
advertise them.

For generating leads: Social Media channels can be utilized to generate more leads.

Resource allocation: The proportion of resources allocated to social media team was way less and
should be increases.

Paid collaborations: Although the organic way of creating awareness is good but the reach is very
limited, and we should buy or invest in professional tools and software.

More channels: We should also start new channels on YouTube and Twitter.

Constant Monitoring: The channels can be regularly monitored so that we know what the users are
thinking and saying about us in real time.

Incentivizing the followers: We can start loyalty programs or giveaway to incentivize the followers.

Modifying the objective: Creating more engaging content rather than awareness related content
 09

REFERENCES

Website:
CXO Today.Automovill Launches LMP(Learning Management problem) to
upskill Auto Mechanics across the country. September 22, 2021 from
https://www.cxotoday.com/press-release/automovill-launches-lmp-learning-
management-platform- to-upskill-auto-mechanics-across-the-country/

Website:
Arzoo Jain, Best selling cars and their services, March 15,2021 from

https://www.godigit.com/motor-insurance/car-insurance/find/best-

selling-cars-in-india
Website:
About Automovill from https://www.automovill.com/about

Website:
The trusted car service provider from https://www.automovill.com/#whyus