№1
Transparent authorization and approval processes for program participants
AUTO.BRANDME.PRO
THE "SERVICE STATION AUTHORIZATION"
PROGRAM FOR THE CTR BRAND
Project goal:
Creation of a training system and marketing support program for service stations
THE EFFECT ON THE CTR BRAND
BENEFITS OF THE AUTHORIZATION PROGRAM
№2
Knowledge base for the workshop, containing materials on workshop management, sales of the CTR brand, technical advantages and product features.
BLOCK 1.
PROJECT DEVELOPMENT
Stages 1
1. DEVELOPMENT OR OPTIMIZATION OF THE SERVICE STATION AUTHORIZATION BUSINESS PROCESS.
STAGES RESULTS
Document 1 "Description of the authorization process"
Description of the optimized authorization process, including requirements for the execution, quality and speed of operations, as well as responsible persons, the timing of the launch and confirmation of the status of the authorized service station. If necessary, additional requirements for changing the processes of the web service.
Document 2 "Requirements for an authorized service station"
Creation of requirements for compliance with the authorization program, as well as the form and frequency of control by the CTR brand
TERMS OF IMPLEMENTATION AND COST:
Stage 1 - 14 days. The cost is 260 thousand rubles.
Stages 2-2.1
2. IDENTIFY OF THE СURRENT CTR BRAND POSITION AND IMPROVE (IF NECCERY) BRAND PERCEPTION.
2.1 DEVELOPMENT OF KEY MESSAGES AND THEIR CARRIERS.
STAGES RESULTS
Document 3 "Description of the current perception and loyalty to the brand"
A document that captures the current perception and level of brand loyalty of program participants and also the expectations from the authorization program.
Document 4 "Competitive enviroment analysis"
Report on the loyalty of the service station to the brands of competitors, as well as on the current marketing policy of competitors, based on market analysis.
Document 5 "CTR brand positioning for the authorization program"
A document containing the main idea of the authorization program and its benefits for participants. The document is the basis for the creation of key program components and marketing material.
A set of marketing materials
- Warranty program presentation for owners and managers of service stations, which helps to engage new members to the Warranty program
- Presentation for distributors to stimulate them for engaging new Warranty Program members
- Design key visual for Warranty program and pattern it for all necessary materials (stickers, leaflets, information sheet for the reception, partner certificate, certificate of the trained employee, diagnostic sheet, posters, signs and a shelf)
- Presentation for the promotion of the authorization program for owners and managers of service stations, which helps to attract new service stations to the authorization program
- Presentation for the promotion of the authorization program for master-receptionists, sales managers and technical specialists, showing the benefits of registration, training, etc.
- Presentation for brand distributors in order to attract them to the search for new service stations-partners
- Design layouts of advertising products (stickers, leaflets, information sheet for the reception, partner certificate, certificate of the trained employee, diagnostic sheet, posters, signs and a shelf)
TERMS OF IMPLEMENTATION AND COST:
Stage 2 - 21 days. The cost is 350 thousand rubles.
Stage 2.1- 14 days. The cost of 320 thousand rubles.
Stages 3-5
3. DEVELOPMENT OF THE CTR BRAND SALES TRAINING PROGRAM
4. DEVELOPMENT OF A TRAINING PROGRAM FOR OWNERS AND MANAGERS OF SERVICE STATIONS, FORMING BRAND LOYALTY
5. TRAINING PROGRAM FOR TECHNICAL SPECIALISTS
STAGE RESULTS
Training program for owners and managers of service stations
A program consisting of text and video materials containing the following blocks:
- Functions of the service station manager
- Planning and control of employees' work
- Motivation and staff development. KPI and other benefits
- Process for monitoring the fulfillment the conditions of compliance to the authorization program
- Other agreed with CTR
- Functions of the service station manager
- Planning and control of employees' work
- Motivation and staff development. KPI and other benefits
- Process for monitoring the fulfillment the conditions of compliance to the authorization program
- Other agreed with CTR
Training program using CTR Warranty Program advantages for sales managers, master-receptionists, spare parts selection managers"
A program of video and text materials containing the following:
- Sales cycle and opportunities to expand the average cheque
- Presentation of service station and CTR brand favours
- Work with objections at different stages of sales in the service station
- Maximization Lead-to-Visit conversion rate and LTV
Training program for technical specialists
A program of video and text materials containing the following:
- Technical advantages of the CTR
- Technical aspects of the installation and operation of spare parts of the CTR brand
- Troubleshooting guide
- Warranty program
- Other materials in agreement with CTR
Sales scripts for using in service stations and autopart stores
A program of video and text materials containing:
- Script "CTR brand presentation for incoming call to the service station"
- Script "CTR brand presentation at the acceptance of the car"
- Script "Recommendations and sale of spare parts of the CTR brand after diagnostics and when agreeing on the cost of work, sale of an additional guarantee. "
- Script " Working with objections"
- Script "Using authorization as an information occasion for repeated visits of end-users"
TERMS OF IMPLEMENTATION AND COST:
Stage 3 - 14 days. The cost is 490 thousand rubles.
Stage 4 - 21 days. The cost is 570 thousand rubles.
Stage 5 - 30 days. The cost is 410 thousand rubles.
Additional benefits of the project
An innovative approach to sales development, with a step-by-step algorithm of actions and tasks, extrapolated to other markets of the CTR brand presence.
Stages 6-9 "Implementation"
6. VERIFICATION THE PROJECT MVP
7. INTEGRATION OF THE COURSE PROGRAM OF TRAINING OF OWNERS AND MANAGERS OF SERVICE STATIONS INTO THE LMS SYSTEM
8. INTEGRATION OF THE COURSE PROGRAM OF TRAINING IN BRAND PROMOTION OF CTR SALES MANAGERS, MASTER RECEPTIONISTS AND SPAREPART SELECTION MANAGERS INTO THE LMS SYSTEM
9. INTEGRATION OF THE TRAINING PROGRAM FOR TECHNICAL SPECIALISTS INTO THE LMS SYSTEM
STAGE RESULTS
Document 6. "Report on the conducted research of the MPV project"
A report on the carried out activities and feedback received from the SRT focus group, with hypotheses about changes in the components of the project, which allows to reduce its risks and make it more effective.
Integrated in the LMS course program for owners and managers of service stations
A training program integrated into the management system with uploaded text and video materials, tests and test questions, with the ability to manage and update content.
Integrated into the LMS training program for CTR brand promotion for masters of receptionists, sales and recruitment managers
A training program integrated into the management system with uploaded text and video materials, tests and test questions, with the ability to manage and update content.
LMS integrated training course program for technical specialists
A training program integrated into the management system with uploaded text and video materials, tests and test questions, with the ability to manage and update content.
TERMS OF IMPLEMENTATION AND COST:
Stage 6 - 21 days. The cost is 350-450 thousand rubles.
Stage 7 - 14 days. The cost is 160 thousand rubles.
Stage 8 - 14 days. The cost is 160 thousand rubles.
Stage 9 - 14 days. The cost is 160 thousand rubles.
PROJECT TEAM
Contacts
Domashenko Valery
Gorbunov Roman
Sidorenko Alisa
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