MARCOM

PLAN
 UNDERSTAND DEFINE ACT

Drivers of MarCom Strategic Objectives Offline

strategy
Digital
DRIVERS
Understanding
Our Brand

Achievement of
desired results

Drivers for
MarCom strategy
 UNDERSTANDING OUR BRAND
Objective:
Understand and get the Our Core Purpose, Vision and Values
fundamental insights of
where the brand currently Our target market and product niche
stands in the market in Our product strengths/weaknesses
perspective of our long Our market positioning vis-a-vis competitors
term strategy Our current and anticipated industry trends

Our differentiators pricing, quality of service, technology

SWOT Business strategy map

Drivers for
Brand identity and Is growth in segments
MarCom brand value as per strategic intent ?
Strategy
Are we achieving desired
Long term strategy
results ?
 OUR BRAND IDENTITY
Capabilities Personality
Manufacturing quality thermal engineering
Product expert
products
Quality oriented
World class infrastructure
Committed
Full backward integration capability
Environmentally engaged
Focus on research and development
High quality products

Shared Value & Community Culture

Safety first
Trustworthy brand Respect for all
Reliable Passion and commitment
Comfort Team work
Community development Trust
Skill up human resource Personal & Professional Transparency
Excellent quality

Purpose Self-Image

Provide comfort Cost leader

Innovative technologies in products Excellence driven
Efficient products meeting all regulatory Push boundaries
compliance Environmentally and ethically responsible
Environment friendly Externalization Internalization Quality centric
Global quality
SWOT FROM CUSTOMER PERSPECTIVE
Strengths Weakness
Technically Sound with good Engineering High development lead time
Setup in India Price is not competitive
Presence near to customer Customer feedback as we are not focussed
Service network – Very good as compared towards CV business because of high
to our competition development time and non competitive
In-House Testing Facility pricing
Strong Brand Recognition High Response Time to customer
Capability to deliver under stress Unable to position our strength in market
conditions/situations

Opportunities Threat
Good Product Library, need to look out for Customer preferring competition over us
opportunities to implement on other because of slow development, introducing
platforms for price effective them as 2nd source for price
competitiveness
Need to promote our service network – Slow in adopting new technologies
Provide support to customer for resolving Depleting USP’s
their issues
 DRIVERS OF MARCOM STRATEGY
Aligned to address current gaps and achievement of long term strategy

Accessing Pain Areas Direction for future strategy

Weakening customer Digital + Traditional
engagement BY 2026
Fall in SOB in OEM customers
Channels
Weak non car business
Low extraction at AM dealer
network
Sustenance in product quality
Price competitiveness
Integrated MarCom 2x Turnover growth @ 20% CAGR
End customer awareness
Lack of product differentiation Addressing pain areas 2% EBIDTA Improvement (>13%)
with respect to competition
Unavailability of complete 2% PAT Improvement (>5%)
Aligned to future strategy
product range in growth
segments 2x ROCE (>30%)
High response time to service Efficient Deployment
issues 2% Carbon Credit Accumulation
Unable to position our
Optimizing ROI 2 Successors in each position (N-1, N-2)
strengths in the market
STRATEGIC
OBJECTIVES

Strategic Intent

Approach
 STRATEGIC INTENT
Integrated marketing communications  reinforcing our brand

Brand Perception Enhancement

Influence purchase intent of OEM

Increased awareness Stimulate purchase in After
Understand our brand Market and Spare Parts segment
Changed attitudes Customer delight and loyalty

Brand Awareness Communication: Consistency in frequency

and content in brand
What products does our Innovation in product communication
brand represent ?
What benefits does it supply ? design, manufacturing,
What needs does it satisfy ? merchandising
Continuity in brand meaning,
changes in strategy
Brand Image
•How does our brand make
products superior? Relevance in user and
•What strong, favourable and Protecting sources of brand
unique brand associations usage imagery
exist in customers’ mind ?
equity
 STAKEHOLDER APPROACH
Internal Stakeholders External Stakeholders

Stakeholder Key Interest Areas Stakeholder Key Interest Areas Stakeholder Key Interest Areas
Future outlook, financial
ROI, profits, major investment decisions Customers
Zero defects, performance, value
Investors/
Board Members for money, financial stability, safety, performance, dividends,
requiring board approval (OEM) service support, vendor ratings Shareholders share price

Review of strategy, review and Channel schemes/incentives,

Banks
quality, stock availability, service Profitability & cash flow, growth in
SEC approval of investments AM Network (Creditors) profits, repayment of loan
support, product knowledge
budget, policy changes, review of OEC
Employment, society
Performance, features
Review of strategic projects, Consumers Society development, compliance to
OEC and service
corporate governance local laws and regulations

Company vision and goals, Policies,

Continued profitable trade,
Employees compensation and benefits, skill Suppliers financial stability (AR payment)
Media Key initiatives, changes

development

Developing Plan Implementing Plan Measuring

Create effective messaging Building customer value Evaluation of performance

and positioning proposition metrics

Measure return
Identify top marketing channels Consistency in communication
on investment

Use of analytics to optimize Understand effectiveness

Establish annual budget
communication of our strategy
BRAND BOOK
 SEGMENT APPROACH
Aligning marketing communication objective to our business

Position our strengths in the market Reinforcing brand image in customer’s

Sustenance in product quality mind
Weakening customer engagement Product quality assurance
Direct OEM Sales Price competitiveness Customer account relationship
Technology up gradation in line with management
industry expectation Reinforce our leadership in technology

Severe price competition

Reinforcing our product capability
Complete product range
Direct OEM Sales Reinforce our leadership in technology
High response time to service issues
Product quality assurance
Truck | Bus | Reefer | Rail | Tractor Body builders Less customer engagement
Customer relationship management
Sustenance in product quality

Increase brand awareness

Distribution Low extraction at dealer network
Product quality assurance
End customer awareness
Network Low foot print in CV segment
Excellence in service support
CV | PV Expand to e-Retailing channel
Garages Quality & service support issues
Lead /inquiry generation

Increase brand awareness

Low brand recognition
Product launch in after market
Complete product range
HAC | PAC Direct OEM Sales Low bargaining power
Private label brand product (E-commerce)
Inquiry generation

Brand awareness as tool room

Very low external customer sales
Reinforce our leadership in tooling
Direct OEM Sales Branding as a tool room
technology
High development lead time
Lead / inquiry generation
COMMUNICATION APPROACH
Devising strategy and tactics leveraging our strengths

Strong brand recognition Account based strategy : customized

Industry leaders,
Strong technical capability (alliance messages, emails
OEMs and their
with DENSO) Account targeting on social media
audience,
Capability to deliver under stressing Influencer marketing (PR, guest blogs,
Supplier groups
opportunity interviews, news releases)
In house test centre Events (trade shows, workshops etc)

OEMs groups leaders Account based messages, emails

and their audience Superior technical capability
Events (trade shows, workshops etc)
Body builder groups Production location near to customer
Social media campaigns
Supplier groups Response time to customers
Truck | Bus | Reefer | Rail | Tractor Influencer marketing ( PR, guest
Perishable product Good service network
blogs, interviews, news releases)
supply chain

Distribution & Dealer

High brand image Social media campaigns
Network
Strong first tier relationship Search engine optimization
Service
Technical service support Collaterals , manuals & POP materials
CV | PV Chain/Garages
Strong OE connect for AC parts Events for market connect
End customer

Industry leaders, Social media campaigns

Superior technical capability to offer
OEMs and their Search engine optimization
differentiated product
audience Collaterals
HAC | PAC Strong supplier ecosystem
Supplier group PR, news releases

Industry leaders, Social media campaigns

Infrastructure (precision machines)
OEMs Automotive, Search engine marketing
End-to-end soln (design to prove out)
electrical & Plastic Influencer marketing (PR, guest blogs,
Access to OEM customers
segment interviews, news releases)
 Digital
BUDGET STRATEGY
3% Our current MarCom Transformation : Adopting mix of digital
channels (2018-19) and traditional channels

BTL External & Internal

44% Communications
CSR % of
(excluding CSR)
CSR turnover :
0.10% of Turnover
53% 0.041%
Advertising &
Promotional:
0.036%
Investment : Rs 163.5 Lacs Digital Channels Traditional Channels

(% of operating revenue)
25% of MarCom 75% of MarCom
Advertising & Budget
Competitors CSR Expense Budget
Promotional
Sanden 0.08% 0.14%
Valeo Motherson 0.24%

0.13%

ROI
Calsonic

0.12% 0.05%
Eberspacher 0.33% 0.24%
measurement

Average 0.17% 0.10%

 BTL DIGITAL
Outdoor Advertising Social Media Marketing

Dealer-End Activities Website Plan

Customer-End Activities Employee App

Vendor-End Activities Dealer App

Investor-End Activities Content Marketing

Sales Kit for AfterMarket

 STRATEGIC INTENT (BTL)
Intent of offline marketing communication strategy
Increase extraction
Enhancing brand Increase non Car Customer delight
at after market
perception business growth & loyalty
network
 BTL
OUTDOOR ADVERTISEMENT
Medium - Staff Buses &
Delivery Trucks

1. Staff Buses & Delivery

Trucks move across the
city.
2. A great medium for
uplifting brand
recognition (a necessity,
if we are looking to go
B2C in future).
3. Cost Effective solution
 DEALER-END ACTIVITIES
Canopy Show/Road Show
1. Catalyzes demand
generation for your brand
2. Remarkable prospects for
brand propagation

In-Shop Branding
1. Introduces New Products
2. Triggers Recall
3. Encourages Impulse Buying
Catalogue Stand
4. Retains Loyalty of the Customers
 CUSTOMER-END ACTIVITIES
Print Media

EXPO Partnership Event Sponsorships

 VENDOR-END ACTIVITIES
Vendor Meet
1. Branded Event
2. Indirect Social Media Marketing
Gifts 3. Enhanced Vendor Management Offers
4. Information Gathering
1. Spreads Goodwill & increase 1. Referral programs
Brand Value for vendors
2. Grow Better Relationship 2. Vendor awards on
3. Selected goodies that can be different criteria
put on store/office front to
increase brand recall.
 INVESTOR-END ACTIVITES
Investor Meet
1. Branded Event
2. Incresed Brand Value

Investor Communication Investor Brochures

Monthly/Fortnightly report Summary of investors' meet
for investors through and periodic report.
Infographic E-mails. Market Buzz and report.
 APPROACH
Phase 1 Phase 2 Phase 3

In-shop branding at top 20 counters of region

Sales transformation
program
Sales Process Point of sale material and Premium Catalogues
collaterals at all counters at top counters
Effectiveness
Interactive selling through
Deployment of in shop demonstrators at top 20 mobile application
counters of region

Participation in trade fairs Loyalty programs for

Service Camps and expo events distributors, dealers & garages

Building
Events & Sponsorships Canopy Activities Rebranding of DOJO
Imagery
Print media : auto magazines
Meets and Conferences based on readership
Co-branding
 DIGITAL
Social Media Marketing

Website Plan

Employee App

Dealer App

Content Marketing

Sales Kit for AfterMarket

 STRATEGIC INTENT (DIGITAL)
Phase 1 : Initiating
Phase 2 : Increase Effectiveness
Generate Brand Awareness
Phase 3 : Generate Value
Increases Engagement
Short term objective to generate
interest in our product and service Drive Conversions
Medium term objective to get

people to think about our business
Build our identity and image by and seek more information Long term objective to
increasing awareness about our

Establishing our Thought encourage people interested in

company values, product value , leadership our business to buy or use our
our competencies and USPs
product or service

Building a stronger brand for

customers and prospects, thus

Increase customer understanding Lead/inquiry conversion through
boosting business


online and offline purchases
Deploy effective channels and Building the brand internally and

tactics to increase our brand obtaining employee engagement

with the brand Customer delight , loyalty and
awareness referrals
 SOCIAL MEDIA MARKETING
Present Handles Need to Create

Wider Audience, Both Direct messaging, Tags

A must have from SEO
B2B & B2C Alignment, encourage engagement,
multiple posting/day is point of view, Drive
Vendor & Dealer
expected, Best Website Traffic,
management friendly,
Professional showcases brand voice, Increase Brand
Drive traffic directly to
Networking, Product Influencers, engage on DIY Videos, Product Authority
website.
Launches, Connect with customer posts Videos, Processes
B2B Decision Makers, Videos, Event Videos,
Recommendations, Product Launches
Increased Brand Value
 SOCIAL MEDIA MARKETING
Consistent brand voice
Channel
and brand standards

(Phase 1) (Phase 2) (Phase 3)

Objectives
Increase Brand Awareness Increase Engagement Drive Enquiry & Purchases

Increase reach by brand

Increase engagement by page post Traffic ads with detailed targeting
awareness ads & reach ads
Strategy Start with low Ad spend and
engagement (influencer) Amplify marketing activities
Increase website traffic by Traffic ads Retarget website visitor profiles
increase based on data analysis

Reach broader audience, Use of data and analytics for

Narrower audience, targeting OEM
minimal targeting based on more narrower targeting.
Audience interests, traits, industry and
auto groups, vendor groups, service
Use browsing behavior to
garages, auto part magazines
fields of study identify product interest 

Business Increase people's awareness Increase in Post Engagements Lead and inquiry generation
of our business, brand and Web Site Visits Offline and online purchases
Goals service Lead/Inquiry generation on company website

-CPM(cost per thousand impressions) -Cost per Inquiry

-Average cost per link click
ROI Metrics -Average cost per link click
-Cost per estimated ad recall lift
-Cost per Post Engagement, Inquiry
-Return on Ad Spends
-Return on Investment
WEBSITE PLAN
1.Website Revamping (Mobile First)

2.Website Traffic Analysis (Regular)

3.SEO Audit

4.Content Audit

5.Social Media CTAs

6.Blog (Regular)

7.Youtube Feeds
 EMPLOYEE APP
Launch Standee Designs Launch Poster Designs
 DEALER APP
Dealer Benefits Brand Benefits Featured Capabilities

1. Improved productivity of 1. Increased revenues 1. Dealer Service &

field sales and service from satisfied and loyal Support Portal
personnel customers

2. Mobilize Field Service

2. Faster customer service 2. Reduced cost and Technician
and enhanced customer accelerated delivery of

experience mobile solutions

3. Simplified access to 3. Improved productivity

information, knowledge, and efficiencies of contact
and transactions centers and service
operations
CONTENT MARKETING
Email Marketing

Blog Articles

Paid articles in e-magazines, news portals

Collaboration with Bloggers

Guest Posts

Collaboration with Social media influencing handles

Collaboration with relevant youtube channels

AFTERMARKET SALES KIT
E-Catalogues

Presentations for specific demands

Videos

Photos

E-Reports
 APPROACH
Phase 3: objective to encourage people
interested in our business to buy or use
Phase 2: objective to get people to think
our product or service
about our business and seek more
Phase 1: objective to generate interest information Conversion
in our product and service Consideration Audience
Awareness Audience
Narrower audience based detailed targeting filters
More narrower audience, use of data for
audience targeting
Audience Traffic Conversions (offline and online)
Broad audience targeting Send more people to our website Moving leads from the top of the marketing
Reach Engagement funnel through to becoming sales-ready leads
Show our ad to maximum number of people Get more engagements, page likes, event Drive Service Revenue
Brand Awareness Ads responses, website visits Drive location based service orders for Subros
Increase awareness for our brand, culture, Drive Sales Lead service centres
values, products and technology Influence OEM and after market products sales Measuring ROI
Measuring ROI Measuring ROI Measurement using various conversion metrics
Measuring reach using key metrics Measurement using various engagement metrics
Social Media Marketing
Content Marketing
Website Optimization E-commerce on our website
Search Engine Optimization
Mobile App Engagement
Pay Per Click Ads (PPC)
 LONG TERM OBJECTIVES
Key shifts in long term
Innovation and digitization to drive auto ancillary Digitization in business ( functions,
industry workflows, processes)
India to witness significant growth in auto parts e- Developed product range for aftermarket
commerce Private label for home AC products
Industry Service differentiation will play major role More engagement with external customers
Suppliers integrating across value chain Industry 4.0 implemented at plant locations
Responsiveness and flexibility of supply chain

Mobile Application for Aftermarket Online Advertising & SEM

Loyalty Program Engagement Online advertisement on Google
Product information adwords
Objective Inquiry generation

Sales conversions Objective to get maximum clicks and

Service & service feedback conversions on website and mobile
application ( to drive offline and online
After Market Retailers purchases)
Target End Customers
Workshops & Garages Appear in paid search results of Google

App Product Details Objective to appear in inorganic results

Purchase (offline/online) and drive clicks and conversions on
Components website and mobile application
News Releases
THANK YOU