A Project Report on

A2Z Automobile Accessories

In the subject
B2B Marketing

By-

Group No 06 (Section A)

Submitted to-
Prof. Prantosh Banerjee

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 Table of content

Letter of transmittal 3
Executive summary 4
Company Profile 5
Part A: Infrastructure / Website Development 6
Process
Content
Part B: Product Development 7
PESTEL Analysis 7
Competitive Analysis 8
Market Sizing 8
Customer Study 9
Product Design 9
Part C: Product Analysis 11
Part D: Engagement Model 12
Creation of Engagement for two communities 12
Metrics for measuring Engagement 12
Growing the Engagement 13
Campaigns used 13
Part E: Product Vision 14
Translating Engagement to Transaction 14
Success Matrix 14
Go to Market Strategy 15

Letter of transmittal

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To,

Prof. Prantosh Banerjee

IIM Ahmedabad

Date: March 14, 2021

Subject: Submission of A2Z automobile accessories project report

Dear Sir,

With great pleasure, we, Group No 06 of Section A of Indian Institute of Management

submit B2B Marketing project report on “A2Z Automobiles Accessories”. We expect
this report to fulfil the requirements of our course curriculum of the subject B2B
Marketing in second year of MBA.
We have put in our best efforts to make this report a success. However, we believe
that there is always a scope for improvement and we accept the flaws if any. This has
obviously been a great source of learning for us to analyse similar Business to
Business studies in future.
We would like to express our sincere gratitude to you for your guidance and
suggestions in preparing this extensive report. Thank you for your supportive
consideration for formulating this idea.

Best Regards,

Group No 06 Section A

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 Executive summary

Title: A2Z Automobile Accessories

Author: Second year MBA Students of Indian Institute of Management

Date: January, 2021 - March, 2021.

Purpose: The purpose of the Project is to enable participants get hands-on experience in
creating a B2B Product / Service offering on the net and creating an
engagement model for two communities actively. The monetization of the
offering / promotional model is excluded from the purview of this project.

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Company profile:

Company is engaged in trading, exporting and supplying a qualitative array. It is a one stop
shop for all car needs. We offer a wide range of vehicle and bicycle frills basically for auto
extras for all vehicles and bicycles at discount rates. Having cut a specialty for itself by
giving fantastic quality items, A2Z has spread its wings all over the nation.

Our main goal is to give exceptional and creative car items, Delighting clients with a wide
scope of items at reasonable costs with best innovation. Our vision is to turn out to be the
most appreciated brand by our clients, workers, colleagues for the experience and worth they
appreciate for being with us. Our main concern isn't just about cash. It's about individuals we
work with - our clients, associates and workers for hire.

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Part A: Infrastructure / Website Development

Process

Website was developed using Wix.com, which provides a platform to build websites.
Different products were decided for trading, and their respective images of high quality were
selected to put on the website. Also considering the competitors pricing and demand in the
market, particular prices were decided for them. Also, the products were categorized as per
their usage and segment accordingly

Content

A2Z automobile accessories is an e-commerce platform providing accessories for vehicles of

two-wheeler and four-wheeler category. Website is filled with images of products and
information of the product like their specification, prices and quality of material used for
manufacturing them. Also, daily deals of products are also available.

Products available are:

 Tissue box
 Perfume
 Tail Lights
 Headlights
 Polish
 Vacuum cleaner
 Mud flap
 Horns
 Body cover
 Foot Mats
 Seat Cushions
 Sun shades
 Seat cover

Other information which is available on site are About Us, Contact, support, Testimonials
and New collection. Chat box is also provided on the website which currently just takes the
information of visitors like name, email id and message for further communication.

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Part B: Product Development

Understanding the Existing Marketplace:

PESTEL Analysis:

Political:

● Environmental regulation and protection.

● Taxation.

Economical:

● Mood of consumer.
● Affordable rate.

Social:

● Changed lifestyle leads to increased purchase power of car accessories so this provides a
large customer.

Technology:

● Technological solutions help in regarding losses and increasing profitability.

● The Internet makes it easy to collect and analyse customer feedback.

Environment:

● Physical infrastructure such as roads affected the use of accessories.

● Physical conditions like environmental situations affect the use of accessories.

Legal:

● Our company will follow all laws and regulations with its operations and with the dealer.

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Competitor Analysis

Offering numerous products

The interior car accessories such as MP3 players, LED screens and seat cover offer comfort
and advanced entertainment system. Further, seat cover accessories serve a dual purpose of
comfort as well as protection to the seats. Rising activities of theft and accidents are
increasing the consumer awareness about security system accessories such as gear lock,
power lock, GPS security and others. The security system accessories alert the owner of car
in the case of theft. Apart from this, exterior car accessories such as body covers, bumpers
and others provide security from damaging the powertrain system and interior parts of the
car.

Providing variety of products

Our in-depth analysis of the global passenger car accessories market includes the following
segments.

By Type:

● Electrical
● Interior Lights
● Exterior Lights
● Audio Video Accessories
● Car Switches
● Car Gauges and Meters
● Mobile Charging Chords

Non-Electrical

● Passenger Interior Accessories

● Passenger Car Seats Covers
● Passenger Car Floor Mats and Components
● Passenger Car Grab Handles
● Passenger Car Horn Systems
● Passenger Car Pillows and Cushions

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Others:

● Passenger Exterior Accessories

● Passenger Car Doors
● Passenger Car Windows
● Passenger Car Alloy Wheels and Rims
● Passenger Car Body Covers

Market Sizing

The passenger car accessories market is expected to expand at a CAGR of 7.5% during the
forecast period of 2016-2023. The market growth will be driven by the booming sale of
passenger car vehicles and technological advancement in passenger car accessories.

Worldwide, Asia-Pacific is gauge to stand firm on top footing in the worldwide traveller
vehicle extras market followed by North-America and Europe. The Asia Pacific area
contributed 34.3% in the absolute income of the worldwide traveller vehicle adornments
market in 2016. Extension of vehicle industry in the Asia-Pacific district is expected to
encourage the interest for traveller vehicle frills over the estimated time frame for example
2016-2023. Further, China followed by Japan is expected to be the biggest traveller vehicle
frill market during the estimated time frame.

Customer Study

Customer Journey Map

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Product Design:

Product Ideation:

Knowledge of the market helps us to choose this product. The global car accessories market
is primarily driven by the increasing demand for cars, increasing inclination toward vehicle
customizations, and growing sales of pickup trucks in developed markets.

Planning the POPs:

Points of parity are elements that a brand needs in order to be considered in the eyes of the
consumer. This is where a brand may have similarities to others—leading consumers to
believe that brand is “good enough” to be included in the conversation.

Here POP is

1. Single market place for all car accessories in one click.

2. Assurance of quality of the product.

Planning the PODs:

Points of differentiation is a phrase used to describe the areas where brands differentiate
themselves from others. Many strategists believe that this is the way to come out on top in
terms of brand preference.

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Here POD is -

1. All time availability of the product.

2. Warranty and packaging are the differentiating point from all competitors.

Part C: Product Analytics

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● Segmentation - The overall analytics is spread over Traffic over time, Traffic by Time
of day, Traffic by location and New vs. Returning visitors.

● Metrics - By analysing the data we get average Traffic over time is maximum of 4
minutes, maximum traffic by time is 10 PM. We get maximum traffic location near
Shimla and 56% of traffic bounces back.

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Part D: Engagement Model

1) Creation of Engagement for two communities

There are different sets of parameters for different communities, every community has a
different set of choices. The most important part is to identify the set patterns of both the
communities, their spending capacities and their buying habits, their online activities as
well as the conversion rate through online activities.

The two communities as provided are the visitors gained by

A) Facebook and B) Website.

Now the basic difference between the two platforms is that for Facebook, it tends to
attract consumers from advertisements also, that is, it brings the probable customers as
well as for Website

2) Metrics for measuring Engagement (Visitors; Time on Site; Bounce rate; …)

a) Bounce rate: It tells you how many website visitors opened your page and then went
right back to Google. It can be a good indicator of how well your content is answering
their questions and its readability.
b) Pages per session: The pages per session metric is, in effect, what comes right after
bounce rate. So the visitor didn’t bounce off the first page, what did they do next?
How many more pages did they visit and engage with?
c) Average session duration: It is one of the most telling website engagement metrics
and holds great value in understanding how effectively your site meets the intent of
users. Higher average session times typically mean that user intent is being met and
that users are engaging with your content.
d) Click-Through rate: It tells us that website engagement also comes down to click-
through rate on your search results. “If your website is getting a lot of impressions in
search but has a low click-through-rate, this is a sign that the title tag and met
description may need to be refined to entice more users to click.
e) Returning visitors.

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 f) Time on page: It can help to determine the quality of your website traffic. For
example, if you’re getting a significant amount of website visitors, but users are
spending only seconds on a page, this could be a key indicator that your targeting
strategies are off and need to be adjusted.
3) Growing the Engagement

a) Create engaging content: If you’re providing ultra-useful content like tutorials, users
will think of your site as a trusted resource. They’ll know that if they have a question
or want to learn something new, they can always visit your blog for help. You can
make your content extra shareable by including eye-catching images and making it
easy to read.
b) Collect email addresses: Growing your email list is essential to building a community
for your business. And email marketing is one of the biggest money-makers.
Collecting email addresses will let you speak to them directly any time you have
something to say. If you want to promote a product or announce a sale, an email list is
the best way to do it.
c) Suggest related resources: Showing users other relevant content on your site is a super
simple way to keep them engaged. Your suggestions will keep them on your site
longer and increase page views. The longer a visitor stays on your site, the more
likely they are to convert.
d) Improve linking structure: Links should have descriptive anchor text, and they should
be specific and relevant to their respective landing pages. Most of all, links should
work, so test them to make sure they lead somewhere before publishing.

4) Campaigns used

WORD OF MOUTH - Word of mouth marketing (WOMM), also called word of

mouth advertising, is the social media era’s version of simple word of mouth.

● Traditionally, word of mouth marketing was spread from one person to another
based on recommendation.
● Modern word of mouth marketing describes both targeted efforts and naturally
occurring instances where users share their satisfaction with a brand.

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Part E: Product Vision

1) Success Metrics
a) After Sales absorption ratio - It defines how much company’s overheads are
covered by the profits generated by the after sales department.
It shows a dealership how much of the company’s fixed costs are covered by after
sales revenue. In other words, it tells you what is going to happen when you
suddenly stop selling cars or sales slowdown.

It is formulated as = after sales direct profit / Total overheads * 100

It is advisable to keep the benchmark for after sales of at least 80%, most likely to
survive poor sales period.

b) Utilization - It defines how much a technician’s time on site is actually spent

working productively. Utilization also refers to the relation between the time a
mechanic spends working on cars and the total time spent in the workshop.
It is formulated as = Hours worked / Hours on site * 100

Usually, dealerships aim for a range of 85% to 95% efficiency.

Utilization shows us how well we have organized the workshop processes and how
well our mechanics follow company standards. High utilization percentages indicate
a well-organized team, good cooperation between the workshop and parts
department, and highly efficient assignment of tasks.

c) Productivity - It gauges the technician’s ability to complete work within an

estimated time frame. Productivity is the relation between the time mechanics spend
to perform their jobs and the standard time provided by the manufacturer or the time
the customer has invoiced.

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 Dealerships often aim for a range of 110% to 150% to consider the performance of
the mechanic as productive.

It is formulated as = Standard time / Hours worked productively * 100

Productivity indicates the quality and skill level of the team. High productivity
implies that the mechanics are well trained, properly equipped, and experienced.

2) Go-to-market Strategy
a) Build trust with customer reviews - Reviews are probably the most effective
automotive marketing strategy there is. As an automotive marketer you need to not
only ensure you have GOOD reviews, but you need to go above and beyond to
ensure these glowing reviews are everywhere they can possibly be. When it comes to
automotive marketing, there is no better way to instil trust than to let your customers
speak for you!

b) Bid on competitors keywords - Talking about search engine marketing, it’s important
to not only be bidding on the obvious keywords like “new Honda Accord.” We
should also set up an automotive marketing campaign to tackle your competition. It
is a fierce and competitive world in automotive marketing, so being able to show up
every time your competition does with compelling ad copy is key.

c) Actively managing negative keyword list - While just bidding on exact matches
might seem like a nice solution, this will greatly limit your reach potential, which
makes the process of identifying negative keywords critical to your automotive
marketing strategy. While searching your search query report might feel like a time-
consuming task it is an absolute necessity, especially in the automotive industry. If
your ads are appearing for irrelevant search terms your business instantly loses
credibility. This is why being cognizant about setting up negatives to avoid irrelevant
search queries is not only going to save you face, but also going to save you money.

d) Use all call features possible - Call-only campaigns, call extensions, mobile bid-
adjustments, and call tracking—these are just a few of the Google Ads features that
the automotive marketer should be prioritizing. Phone calls are common and

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 important within the automotive industry, and phone leads are easier to turn into
sales.
● Call-only campaigns: With call-only campaigns, you're bidding and paying to
get a call rather than a visit to your website. It’s important to realize that your
strategy needs to be different for these compared to a regular search
campaign.
● Call extensions: Call extensions are a bit different than call-only campaigns.
The option to visit your website is still there, but now you can add an
extension to allow for phone calls, as well. You can also schedule these to
only show during business hours, when people are available to answer the
phone, which is pretty neat.
● Mobile bid-adjustments: Where are people most likely to call from? Their
cell phones, duh. Luckily, Google allows you to adjust your mobile bids, so
you can make sure to bid higher on mobile traffic to bring in more rings.
● Call tracking: Lastly, it’s critical to track your calls in order to understand
where your ROI is coming from. For more on call tracking. While optimizing
your automotive marketing campaigns for phone calls might sound like a lot
of work, it will be well worth the effort once your phones start ringing off the
hook.

e) Remarket
Remarketing is a critical component for automotive marketing. Since there is so
much comparison shopping going on, and the sales process is such a key component
of the car buying process, it is important to not lose new leads in the marketing
stage of things. Giving reminders through intriguing remarketing ads is one great
way to ensure no leads fall out of the funnel. With remarketing, you can lower your
abandonment rate and close more deals by showing enticing Display ads to people
who recently visited your site, in order to remind them you’re there and lead them
through the process. Try showing them a deal to get them to come into the store.
This will ensure you’re able to get them connected with your stellar sales team.

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