Brief profile of Lovely Autos
Lovely Group is a synonym of success in every field they entered into, whether it be in Sweets, Automobile or Education, they have always marked their excellence and these success is a result of high quality deliverables which continues , no matter what the field is. The utmost priority of Lovely group is to impart simply the best product/service with its high corporate management and streamlined approach, which the group has always followed and for which the success story is evident.
Lovely Group is a renowned business conglomerate of Punjab is continuously marching ahead in undertaking different projects with successful milestones already established with its sincere and dedicated efforts. The Group has widely spread business interests ranging from manufacturing of Indian Sweets, Automobiles & Education.
Being a progressive group with strong emphasis on growth, Lovely Group entered the automobile business in 1991 by acquiring the dealership of Bajaj Auto Ltd. for Jalandhar.
This was followed by another dealership at Phagwara in 1995 & another one at Kapurthala in 2001. The group entered the Four-Wheeler segment as an authorized dealer for Maruti Udyog Ltd. for Jalandhar in 1996, followed by another dealership at Nawanshahr in 2002.
Lovely Autos, by the virtue of strong managerial capability and innovative skills, has set new standards in excellence and maintained market leadership, since its inception.
Today, the name “Lovely Autos” instills a sense of confidence & reliability in the minds of people, thus making it a brand name in its own right.
Lovely Autos has received innumerable awards by the principals (BAL & MUL) as a token of appreciation & applause from the principals. It has been awarded ISO-9002 certification in the very first year of its inception. It has also been honored by “All India Best Selling Skills Award”
At Lovely Autos, each of the employees breathes the vision, which is – “To challenge their own limits in pursuit of excellence to become the best among dealer organization in the country, not just in terms of volumes & sales but also to be acknowledged as a leader for their people practices, quality of services & commitment to their customers”.
Followed by mission which aims at "Committment to Customer Satisfaction through Quality in all their operations”, the company is reaching its success milestones with the help of following factors:
Finance | Annual turnover of 120 crores, efficient management of financial resources, strong liquidity position, A++ rating from banking institutions, easy access to financial resources, amicable relationship with financial institutions,high level of creditworthiness |
Marketing | High profile advertising, effective sales promotional activities, emphasis on institutional and niche segments, exclusive vehicle finance cell, lucrative finance schemes, intensified field activities, expertise in exploration of new segment, innovative and creative marketing |
Personnel | Professional and highly skilled staff, efficient staff for field activities, company trained staff with sound knowledge base, workshop manned by qualified engineers, skilled and trained supervisory and servicing staff |
Other strengths | Excellent infrastructure facilities, strong Brand Equity of Lovely Group, highest level of customer satisfaction, employee oriented work culture. |
Existing CRM practices
Lovely Group is an authorized dealer of Maruti Suzuki India Limited and Bajaj Autos Limited and have our branches at Jalandhar, Kapurthala, Phagwara and Nawanshahr.
The existing CRM comprises of various schemes proposed by Maruti Suzuki are as follows-
(1) Providing attractive financial schemes with lowest EMIs for new car users as well as existing car users. These are mainly meant for reducing the financial burden of customers and are updated by mails.
(2) They have their dedicated customer care team to take care all customer requirements and make them 100% satisfied
(3) Services with latest equipment by Company trained mechanics
(4) Use of Maruti Genuine Parts/Maruti approved Engine, Gear and Brake oil which enhances Engine life and fuel efficiency and ensure safety and reliability.
(5) Denting and painting of car is carried out with the help of Mig welding and spot welding,senders and newly installed Crash Body Repair equipment and Paint Booth.
(6) Washing by company trained persons with the company approved detergent and vacuum cleaner to protect the car from color fading and other damage.
(7) Vehicle is delivered at the time committed without wasting time
(8) They have Separate insurance team trained by company officials (Maruti Suzuki) to take care of customer’s insurance needs. They provide Cashless insurance *(The Zero Tension Car Insurance Policy)
(9) Best after sales service with SQS( Service Quality Standards) and FTR( First Time Right) to ensure 100% customer satisfaction with wider presence across the region including Jalandhar, Phagwara, Nawanshahr, Kapurthala, Bholath, Nadala, Goraya, Kalasingiha, Jandiala, Noor Mehal, Nakodar,• Rihana Jattan and Bilga
(10) Only services required as per maintenence schedule and requirements are done
The existing CRM comprises of various schemes proposed by Bajaj Autos are as follows:-
(1) Dust free stoving paint
(2) Accident Repair Cell
(3) Average Check Digital Machine
(4) Teflon Coating
(5) Annual Maintenance Contract (AMC) system , which assures special benefits such as 4 free services,4 pollution checks,4 polish,5% discount on spare parts,10% discount on labour charges at reasonable package costs
(6) Hassle Free Insurance Claims
(7) Insurance renewals
(8) Pollution Checks
(9) High tech workshop with qualified and company trained mechanics
The existing CRM comprises of various schemes proposed by Lovely Autos are as follows:-
(1) The three working days are more beneficial for the dealers, these are, Monday, Wednesday and Friday wherein maximum sales of the dealers happens. This is because of the common Indian ritual beliefs about the week days such as Tuesday , Thursday and Saturday .
(2) They provide gifts to the customers as done last year in the month of October for NRIs at their doorstep to attract the attention of customers.
(3) They provide telephone booking of the cars to avoid hassles in the daily working hours. This makes an easier system to communicate with customers by providing them with a facility of cash on delivery.
(4) They promote Corporate and school events by visiting school and corporate offices in special occasions during festive seasons like Teacher’s day. Specially in Government schools in the month of September (Teacher’s day) by visiting schools and during holiday seasons that is ,in the month of December to attract teachers who may become their future customers.
(5) For existing loyal customer they provide privilege cards by providing discounts on workshops, spare parts(5%),Cleaning(30%), labor charges (5%).These loyal customers are selected from the database available with the dealers based on the number of times the car has been purchased from the dealer. The referrals are recommended by these loyal customers only for developing our customer base.
(6) They avail services to defense officials with the help of SBI banks wherein these officials have their salary accounts. This helps them to tap the customers from defense as well as from the banks. They have various schemes for defense officials like- Para-military and BSF schemes.
(7) They provide different chunks of events to police including offers which help them to easily avail loan from banks like HDFC and HSBC banks where the customers do have their accounts.
(8) They provide feedback forms after the delivery to know the customers’ perceptions about the service provided by the dealers.
(9) They have free bies, as well as pick and drop facility (both free and paid) for the car delivery in order to lessen down the hassles faced by customers.
Ø They do tele-calling within 20 working days of delivery and even after 1 month.
Ø Additionally, they provide loyalty bonuses to the loyal customers in the form of exchange bonus wherein they can exchange their old cars with the new ones and in the form of additional cars to the customers as well.
Ø The company has grievance redressal forum which resolves the grievances of customers within one week of the complaint being filed.
Ø They do provide calendars and t-shirts to their customers for branding.
Proposed CRM by Us:-
(1) Where other dealers of other companies like-(TATAMOTORS, Toyota) are taking initiative towards green marketing and promoting the use of solar lights and In their workshop they use to do rain water preservation, Lovely Auto should do the same to cater the competitive forces. These things will give long term sustainability to their business.
(2) They should do the CRM and promotional activities with the use of e-Newsletters, digital web ads, video mail, Voice and text messaging, etc., these mediums will be significantly cheaper than the traditional media.
(3) They should use iCRM, a web-based, Enterprise-class Customer Relationship Management Solution which is offered to as a Software-as-a-Service (SaaS). iCRM will help them establish and execute a plan to get to know their customer, establish a relationship and stay in touch. It will help them to communicate what's happening at their store including special offers or campaigns that will benefit customers. This process has been proven to build customer loyalty and create repeat buyers as well as help to increase revenues in fixed operations by encouraging customers to use your parts and service department.
(4) They can use a lucky draw system by offering them cars , thereby creating a database for existing and forthcoming customers.
(5) They can organize a dance competition or painting competition for kids of the customers, indirectly targeting young couples, as well as employees wherein they can offer special gifts and cash prizes to the winner along with offers for the purchase of the cars.
(6) They can conduct surveys of the customer satisfaction levels in the region by experts advice to develop and maintain new strategies to retain these customers.