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    Dealer Engagement Model

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    JuxtConsult Pvt. Ltd.
    This document describes a model for tracking dealer engagement with brands across five stages: footfalls, incentives, revenue, sales support, and engagement. It outlines key touchpoints and milestones at each stage, as well as parameters to measure dealer satisfaction levels. Dealer surveys would measure satisfaction on various indices to diagnose strengths and weaknesses in the dealer-brand relationship at each stage. Results would provide diagnostic insights for brands to improve their dealing experience and overall dealer loyalty.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF or read online from Scribd

    Dealer Engagement Model

    Uploaded by

    JuxtConsult Pvt. Ltd.
    1K views16 pages
    This document describes a model for tracking dealer engagement with brands across five stages: footfalls, incentives, revenue, sales support, and engagement. It outlines key touchpoints and milestones at each stage, as well as parameters to measure dealer satisfaction levels. Dealer surveys would measure satisfaction on various indices to diagnose strengths and weaknesses in the dealer-brand relationship at each stage. Results would provide diagnostic insights for brands to improve their dealing experience and overall dealer loyalty.

    Original Description:

    Tracking how satisfied the dealer is with their clients.

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    This document describes a model for tracking dealer engagement with brands across five stages: footfalls, incentives, revenue, sales support, and engagement. It outlines key touchpoints and milestones at each stage, as well as parameters to measure dealer satisfaction levels. Dealer surveys would measure satisfaction on various indices to diagnose strengths and weaknesses in the dealer-brand relationship at each stage. Results would provide diagnostic insights for brands to improve their dealing experience and overall dealer loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF or read online from Scribd
    Download as pdf
    1K views16 pages

    Dealer Engagement Model

    Uploaded by

    JuxtConsult Pvt. Ltd.
    This document describes a model for tracking dealer engagement with brands across five stages: footfalls, incentives, revenue, sales support, and engagement. It outlines key touchpoints and milestones at each stage, as well as parameters to measure dealer satisfaction levels. Dealer surveys would measure satisfaction on various indices to diagnose strengths and weaknesses in the dealer-brand relationship at each stage. Results would provide diagnostic insights for brands to improve their dealing experience and overall dealer loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF or read online from Scribd
    Download as pdf
    of 16

    Tracking Dealer Engagement

    FIRSE TM
    The JuxtConsult Model
    FIRSE TM
    The JuxtConsult Model

    ……how satisfied are the dealer with Footfalls Æ Incentives Æ Revenue Æ Sales Support Æ Engagement
    Dealer-Brand Interaction
    • 5 distinct ‘expectations’ of dealer from the brand (FIRSE)

    • Leading to 5 possible ‘points of satisfaction/dissatisfaction’ with the


    brand

    • Therefore, any comprehensive dealer satisfaction model must track


    and measure the ‘experiences’ a dealer has with the brand at all of
    these 5 stages
    The 5 Dealer-Brand Interaction Stages
    Interaction Stages Touch Points Milestones

    Footfalls ATL, BTL Media Brand Pull


    Pre Purchase

    Orientation to 4Ps

    Incentives Retail Brand Marketability

    Motivation to sell

    Revenue
    Purchase

    Product Brand Sales


    Business Assurance

    Sale Supports Sales Team Brand Sales Support


    Post Purchase

    Commitment

    Engagement Dealer Relations Brand Relationship


    Loyalty

    Expectation Experience Satisfaction


    The 5 Distinct Dealer Experience Points
    Pre Purchase Purchase Post Purchase

    Footfalls Incentives Revenues Sales Support Engagement

    ATL, BTL Media Retail Product Sales Team Dealer Relations

    Dealer Friendliness
    Dealer Satisfaction

    visibility, brand image, packaging, product quality, customer service

    price, margins, availability, selling supports, financial dealing, dealer relationship


    The 5 Distinct Dealer Experience Points
    Pre Purchase Purchase Post Purchase

    Footfalls Incentives Revenues Sales Support Engagement

    ATL, BTL Media Retail Product Sales Team Dealer Relations

    Dealer Friendliness
    Dealer Satisfaction

    F Index I Index R Index S Index E Index

    11 parameters 24 parameters 10 parameters 34 parameters 14 parameters

    Composite FIRSE Index


    The Dealer Engagement Measuring Parameters

    • Noticeability of brand (media, outdoor/market level, shop level)


    • Sufficiency of communication (spread, frequency)
    • Relevance of communication (brand-consumer match)
    Brand Pull • Impact on brand image
    Experience • Impact on brand premiumness / quality perceptions
    • Brand Pull (sufficiency of traffic, is brand asked for, considered)
    • Overall satisfaction with brand pull
    11 Parameters
    The Dealer Engagement Measuring Parameters

    • Price appropriateness (absolute, vis-à-vis competing brands)


    • Retail location appropriateness (consumer image match, ease of access)
    • Packaging attractiveness (absolute, vis-à-vis competing brands)
    • Product display (shelf placement, promotional display)

    Brand • Product promotion (promotional activities, ‘pos’ support)


    Marketability • Availability (overall, range, right variants, sufficiency of quantity)
    Experience • Brand benefit orientation / training
    • Product quality appropriateness (vis-à-vis price, vis-à-vis competition, consumer acceptance)
    • Product competitiveness (price, pull, range, features, benefits/’usp’, usage satisfaction)
    24 Parameters
    • Overall satisfaction with brand marketability
    The Dealer Engagement Measuring Parameters

    • Price attractiveness (ease of selling)


    • Adequacy of dealer margin (absolute margin, vis-à-vis competition, schemes and slab upgrades)
    • Adequacy of business generation (gross, net)
    Brand Selling
    • Selling aids (discounts/gifts, hire purchase/installments/EMI)
    Experience
    • Payment collection options (option range, convenience of collection)
    • Overall satisfaction with brand selling
    10 Parameters
    The Dealer Engagement Measuring Parameters

    • Adequacy of supply (sufficient quantity, timely, continuity, spares/accessories)


    • Inventory management (systematic management, timely visits, ease of ordering)
    • Sales orientation / training (availability, quality)
    • Sales communication support (shop signage, ‘pos’)
    • Trade channel support (systematic, clear location demarcations, role clarity, issue redressals)

    Brand Sales • Customer service support (helpline/call center, query resolution – timely, adequacy)

    Support • Channel promotion (coop ads, dealer directory/directions)

    Experience • Financial dealing (payment policy, credit period, level of paperwork)


    • Return / refund (policy, actual experience)
    • People relations (sales team, finance team, management – approachability, courtesy,
    34 Parameters ease of dealing, etc.)

    • Overall satisfaction with brand sales support


    The Dealer Engagement Measuring Parameters

    • Brand orientation (understanding of brand and its ‘usp’, session/workshops/visits, training,


    literature/newsletter)

    • Company orientation (factory/office visit, literature/newsletter)


    Brand • Dealer meets / forum (regularity, relevance, convenience)
    Relationship
    • Loyalty program (exists, attractiveness, motivation to recommend/sell)
    Experience
    • Recognition (awards, certificates, letter of appreciation, etc.)
    • Overall satisfaction with brand relationship
    14 Parameters
    Methodology
    • Important to measure satisfaction levels at each stage of
    interaction to derive the relevant ‘diagnostics’ for leakages in the
    brand dealing funnel

    • Parameters also rated on their ‘importance’ by dealers to


    facilitate reporting of ‘attribute importance vis-à-vis performance
    grids’ for key brands in the category
    Sampling
    Multi Brand Dealer Authorized Dealer Exclusive Dealer Franchisee

    Brand Pull Experience Brand Pull Experience Brand Pull Experience Brand Pull Experience

    Brand Marketability Brand Marketability Brand Marketability Brand Marketability


    Experience Experience Experience Experience

    Brand Selling Experience Brand Selling Experience Brand Selling Experience Brand Selling Experience

    Brand Sales Support Brand Sales Support Brand Sales Support Brand Sales Support
    Experience Experience Experience Experience

    Brand Relationship Brand Relationship Brand Relationship Brand Relationship


    Experience Experience Experience Experience

    Quota of total 40-200 dealers per brand depending on category (.. x .. type of dealers)
    Key Analysis & Reporting
    • Brand dealing experience and diagnostic at each of the 5 stages of dealer-
    brand interaction (+ reasons of satisfaction/dissatisfaction at each level)

    • Brand level satisfaction scores at each of the 5 stages of brand experience


    - individual F,I,R,S,E index scores

    • Overall satisfaction with the brand (composite FIRSE index for the brand)

    • Brand performance on individual parameters/attributes vis-a-via the


    importance of these parameters/attributes (F, I, R, S, E grids)
    Thank You!

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