The War Room 2012

Aftermarket Sector

Team: Red Hot XIMB Peppers

Chandan Dikshit

u111016 u111016@stu.ximb.ac.in PGDM-II

Christopher Jegam

u111132 u111132@stu.ximb.ac.in PGDM-II

Debashish Mohanty u111018 u111018@stu.ximb.ac.in PGDM-II

Sushmita Sahoo

Academic Year: 2nd

u111100 u111100@stu.ximb.ac.in PGDM-II

Agenda
Indian Automotive Industry

The
Aftermarket Sector
...
E-commerce
scenario
..
Rural Activation strategy
..
Unorganized
segment Activation
..
Car
Updating and Tracking System
..
e-Auction
strategy
......

Indian
Automotive
Sector

Aftermarket
Sector

Porters Five
Forces

Competitor
segments

The E-market

Indian Automotive Industry

Year
2006
2007
2008
2009
2010
2011
2012

Passenger vehicles
sales
(in units)
1143076
1379979
1549882
1552703
1951333
2501542
2618072

Total
automobile
sales
(in units)
8906428
10123988
9654435
9724243
12295397
15481381
17376624

% Growth in
% Growth in
Total
passenger vehicle automobile
sales
sales
21%
12%
0.18%
26%
28%
5%

Source: Society of Indian Automobile Manufacturers

20
20
20
20

14%
-5%
1%
26%
26%
12%

20
20
0

1000000

2000000

3000000

Passenger vehicles sales (in units)

Domestic Passenger vehicle

market share

2012: The total automotive industry grew 12% y-o-y

Indian passenger vehicle sales grew by 5% y-o-y
Industry Projections: Passenger vehicle market growth for
FY2012-2013: 8-10% y-o-y
Government Automotive Mission Plan 2016- Automotive
industry to be $145 Billion(INR 797500 Crores) by 2016
Growth potential in new car market implies a huge market
opportunity for used car market

20

4%

15%
45%

7%

Maruti Suzuki
Hyundai Motors
Tata Motors
M&M
General Motors

14%

Others
15%

Indian Passenger vehicle industry: An ICRA perspective

Indian
Automotive
Industry

Aftermarket
Sector

Porters Five
Forces

Current Scenario of Indian Aftermarket

The Indian automotive aftermarket is currently estimated
at Rs 33,000 crores

Competitor
segments

Share of used car market

Organised

Estimated to reach Rs 44,000 crores by 2015

Ratio of used car to new car market is approximately 1.2:1

The E-market

Unorganised

C2C

13%
27%
60%

Growth rate of organized used car market projected to be

18-20% y-o-y

Emerging trends

High correlation of used car market with new car market

Synergy between unorganized and organized players
and economy (increasing per capita income)
Huge demand for vehicle maintenance
Shift towards e-commerce/e-auction and mobile Expansion of service networks by vehicle
commerce
manufacturer
Fuel stations adding to the servicing and aftermarket
network
Increased customer awareness
of vehicle
maintenance
OEMs opening up their pre-owned car businessMaruti TrueValue, Honda Auto Terrace, Ford
Assured, Toyota U Trust, Hyundai Advantage
Source: CII-Auto Serve 2012

Indian
Automotive
Industry

Aftermarket
Sector

Porters Five
Forces

Competitor
segments

The E-market

Aftermarket Industry Drivers: Porters Five Forces

Low fixed cost
Low switching cost
Less regulatory
requirements
High growth opportunities
(market not saturated)

Low priced new cars( Tata

Nano, Maruti Alto
800, Reva, etc)
Limited features in low
priced new cars alternatives
Threat of
Substitutes

Entry Barriers
Buyer Power
Price sensitive buyers
High negotiation in
customer to customer space
High confidence in
unorganized transactions
Availability of more
purchase alternatives

Low switching cost

Easy liquidation of assets
Low investment required
Less regulations

Exit Barriers
Supplier Power
High negotiation in selling
space
More selling alternativescustomer to
customer, unorganized
segment

Indian
Automotive
Industry

Aftermarket
Sector

Porters Five
Forces

Competitor
segments

Assessment of Competitor Segments

Strengths

Weaknesses

Organized
players

Certification (Quality checks)

and warranty provision
Brand value as a trust
enabler
Easy financing options
Servicing option by skilled
technicians

Low market share (13%)

Customer perceptioninconvenience, expensive
Low/ No bargaining power

Unorganized
players

Flexible terms of sale

Low facility and overhead
costs
Customers have high
negotiating power,
Market share is high (27%)

Cars not certified

Unavailable of warranty
options
Relatively lesser trust

Relatively higher reliability

High negotiation power of
customers
High trust

Cars not certified

Limited access to wide pool
of buyers- low probability of
best price quotes
Unavailability of warranty
options

C2C segment

The E-market

Indian
Automotive
Industry

Aftermarket
Sector

Porters Five
Forces

Competitor
segments

The E-Market

India: e-commerce potential

India-the third largest internet market
Total number of internet users in 2012
approx. 132.25 million, growing at a CAGR
of 15%
More than 3/4th of online population is in
the age group of 15-34 years
Online population getting younger in India
Google, Facebook, Yahoo among the most
visited sites
Low Penetration of Advanced PC devices in
rural areas
Low Penetration of Mobile Devices in rural
Areas
Low Awareness and Lack of Interest
Security and Privacy Concern
Source: India Internet-sector report (Dec 2011)- Edelweiss

E-tail market to reach USD 12 billion by2016

from current USD 590 million
Total internet user base to increase to almost
336 million by 2016
Daily time spent online to quadruple from
current 42 million hours by 2016
Online advertising to surge to USD 800 million by
2016, thus increasing from 3.6% to 8.5%.
175 million targeted broadband connections by
2017 as announced in National Agenda for
Information & Communications Technology and
Electronics

Indian
Automotive
Industry

Aftermarket
Sector

Porters Five
Forces

Competitor
segments

The E-Market

Population breakup by age-group

Urban-Rural Population divide

2001(in
crores)

2011(in
crores)

India

102.9

121.0

18.1

Rural

74.3

83.3

9.0

Urban

28.6

37.7

9.1

0-14 yrs

Difference(in
crores)

15-64 yrs
5%

65+ yrs

31%

64%

Level of urbanization increased from 27.81% in 2001 to 31.16% in

2011
The proportion of rural population declined from 72.19% in 2001 to
68.84% in 2011
Source: censusindia.gov.in

Used car market is approximately 2.5 million units per annum, expected to grow at 15% CAGR
this year
Estimated urban population in the age group of 15-64 years : 23,97,72,000
Estimated 61 million unique Internet users in India in June 2012
Online presence of 15-64 yrs age group :97%, i.e., 59.17 million active internet users

RURAL AND UNORGANIZED

ACTIVATION STRATEGY

Rural Activation
model

Catchment
Areas-Orissa

Rural
Activation Cost

Unorganized
segment activation

Rural activation

There is less awareness of

major 2nd hand car players in
rural India and a good
exposure to Mahindra brand
in general.

To create brand
awareness in rural parts
of every state and bring
customers into the MFC
brand in the long run.

MFC-Increase awareness
to facilitate showrooms by
2015.
Dealer Increased
sales, localized
promotions, easier
procurement

Aim
Aim

Current
Scenario
Current
Scenario
Scope
Scope
Benefits
Benefits

Competitive
Advantage +
Companys Goal

Unorganized
Activation Cost

Rural Activation
model

Catchment
Areas-Orissa

Catchment
Area mapping

Rural
Activation Cost

Unorganized
segment activation

Requirement
Analysis

Every state is mapped into Every dealer provides which

clusters with the confidence of all towns he wants to do
MFC Dealers
activation

Each cluster is divided in a Days required in each area is

way that it will be serviced by mentioned by Dealer
one and only one MFC dealer
Appropriate/Sample
By this, the basic plan is dates/days during the quarter
rolled out to the dealers across must be provided by the
a zone/state (The activation dealer to MFC as well
model maps Orissa into
catchment areas- radius from
dealer location is a maximum
of 60kms)

Unorganized
Activation Cost

Logistics
Finalizing

Mahindra at the central level

(zonal proposed) makes a
schedule plan and provides to
its dealers
This is done about a month
prior to the actual start of the
program
The dealers plan their
catchment area marketing for
the dates that have been
finalized as per schedule

Rural Activation
model

Catchment
Areas-Orissa

At Dealer Outbound

Rural
Activation Cost

Unorganized
segment activation

Mahindra
Express

Unorganized
Activation Cost

At Dealer Inbound

At the specified date for

every dealer, the cargo arrives
at the outlet.

The cargo with vehicles

reaches the town which was
in the schedule for the dealer

Towns are visited one by one

till every dealers schedule is
completed

The dealer uses the cargo to

load his vehicles in it and
makes count and value of the
same.

A mela/fair is setup and the

cars are placed in that
location.

The cargo then returns back

to the dealers outlet from
where it started

All promotion elements like

banners, pamphlets are used.

The remaining cars are left

at the dealer outlet and the
cargo proceeds to the next
dealer as per itinerary

In the meanwhile the dealer

will finalize logistics and prior
promotions for whichever
catchment area he is to visit

A small vehicle will go around

the town to announce
information about the
mela/fair

Rural Activation
model

Catchment
Areas- Orissa

Rural
Activation Cost

Unorganized
segment activation

Orissa Catchment Areas

Jajapur
catchment

Unorganized
Activation Cost

Dharmasala(56kms)
Badachana(42kms)
Dasrathpur(18kms)

Choudwar(15kms)
Athagarh(45kms)
Salepur(28kms)

Cuttack
catchment

Kendrapara
catchment

Jagatsinghpur
catchment

Khurda
catchment

Jatni (32kms)
Khurdha(26kms)
Begunia(60 kms)

Raghunathpur(28kms)
Naugaon(21kms)
Tirtol(24kms)

Pattamundai(28kms)
Marshaghai(60kms)
Garadpur(42kms)

Districts

Population

Khurdha

2246341

Cuttack

2618708

Jagatsinghpur

1136604

Kendrapara

1439891

Jajapur

1826275

Rural Activation
model

Catchment
Areas-Orissa

Rural
Activation Cost

Unorganized
segment activation

Unorganized
Activation Cost

Rural Activation costs

Inputs
Diesel price (in Rs)
50
No of dealers in activation
5
Average Days
4
Mileage(in Km)
2
Population
2572418
Average No of sales
1 in 2 days
Percentage Target Population
0.5%
Fixed Cost(All figures in INR)
Cargo
150000
Audio Visual
5000
Driver salary
30000
Miscellaneous
10000
Variable Cost(All figures in INR)
Promoters
Area Cost
Promotions & Ads
Freebies
Electricity
kms per dealer

50000
10000
9200
10000
500
250

Final Cost(All figures in INR)

Fixed Cost
Cargo
150000
Audio Visual
5000
Driver salary
30000
Other Costs
10000
Variable Cost(All figures in INR)
Promoters
Total Area cost
Promotions & Ads

50000
200000
46000

Total Stocks
Electricity
Diesel Cost
Total Cost
Average Profit
Profit from Sales
Net Cost
Cost per Contact

50000
10000
31250
582250
10000
100000
482250
37.49

Rural Activation
model

Catchment
Areas-Orissa

Rural
Activation Cost

Unorganized
segment activation

Unorganized
Activation Cost

Unorganized segment activation

The Need
Several unorganized players in the market

major chunk includes Mechanics.

The major problem- Inventory of the vehicle
for a long time.
Motive of the event- Make them Mahindra
Workforce indirectly.

Good connections with their customers and

judgmental parameters too
Willing to avoid inventory cost to go up by keeping
the car.
Need recognition and our willing to associate with
a brand like Mahindra

Can we make them to vouch to people and bring them to Mahindra First Choice ?

The Execution

EVENT CALLING

ELEMENTS DESIGN

EVENT

This would be done

so that people get
to know about such
an event to happen
by MFC

The various
elements to be
executed during the
event will be
decided in this
phase. This can vary
between dealers.

The event will

happen in which the
mechanics invited
are led through a
workshop

BRAND
ASSOCIATION
The mechanics and
unorganized players
are explained the
advantage of being
associated with a
brand like Mahindra

EVENT
TAKEAWAYS
Good relationships
are established and
the slabs of
associating with
Mahindra is given to
the second hand
players.

Rural Activation
model

Catchment
Areas-Orissa

Rural
Activation Cost

Unorganized
segment activation

Unorganized
Activation Cost

Unorganized dealer activation costs (For one town)

All figures are in INR
INPUTS
No. of Dealers in
activation

FINAL COSTS
100

FIXED COST
Training Cost

10000

Miscellaneous Cost

5000

Overall Elements

25000

VARIABLE COST
Refreshments per
dealer
Training Materials per
dealer
Freebies

FIXED COST

Assumptions

Training Cost

10000

Miscellaneous

5000

Overall Elements

25000

VARIABLE COST
Total Refreshments
cost

5000

Training Material
costs

5000

Total Freebies cost

2500

TOTAL COSTS

52500

Cost per Contact

525

50
25
200

Number of unorganized dealers/mechanics

around a dealer have been taken on an
average as 100
Training will include latest car functionalities
and ways to market and buy cars from
potential customers as well
Miscellaneous cost includes Operational
Expenses and other factors like variability in
location
Training Material shall include banners,
posters, etc

Car Updating
and
Tracking System(CUTS)
Brokers, garage
dealers, fleet owners
to be brought under
MFC umbrella

Rural activationFuture procurement

of cars by MFC

Aim: To implement
a proper system to
update procured
and sold car details
on website

Car Updating and

Tracking System
(CUTS)

CUTS Process Flow

Car
procured at
dealer

Implementation Plan
Car details
retrieved by
barcode

Car details
removed from
website

Customer
receives alert
via email and
SMS

Value Proposition
Details stored
in database

Customer satisfied;
sale is made

Costs and challenges

Automatic updating
of car details in
website

Customer visits
MFCW dealer to
enquire and test
ride the car

Customer is
alerted via
email and SMS
automatically

Customer checks website

for car availability

Customer selects
Dealers where he
wishes to receive
alerts from regd.
car availability

Car available at
selected Dealer;
customer preference
matches as per
records

Customer
preferences
stored in
system

CUTS Process Flow

Implementation Plan

Mumbai

Value Proposition

Costs and challenges

Gurgaon, Bangalore , Chennai

and New Delhi

Pune + Hyderabad

Proposed Timeline of CUTS implementation

Implementation in selected cities in India in a phased manner
Pilot launch in Mumbai in January 2013, next in Pune and Hyderabad in April 2013
by Gurgaon, Bangalore , Chennai and New Delhi in October 2013

followed

Implementation Methodology
Installation of
hardware and
upgrade of
existing
software

Train employee
at each dealer
for data
collection and
upkeep

Data collection
of each car and
update in
website

Feedback from
customers and
dealers six
months after
launch

Roll out across

selected cities

 Wide choice of used

cars certified by
Mahindra
Can update
preferences to
match requirements
Can choose to be
notified from
selected dealers

Value Proposition

Access to larger
customer pool
Prevent lost sales
Effective Customer
Relationship
Management
practices

Dealer

Implementation Plan

Mahindra

Customer

CUTS Process Flow

Costs and challenges

Access to large
number of potential
customers
Opportunity to
improve revenue
and profitability
Faster turnaround
of used cars

New features proposed in the website

Uniform design across centers
Optimizing use of technology
Education and training of personnel
Test system and software to be
deployed
One technical person stationed at every
dealer

Registered users can choose to be notified from

select dealers regarding car availability
Tips on car maintenance, traffic rules &
passenger safety
Car valuation tool in addition to Lifestyle
recommendation present in MFCW website
Online contests inviting people to post videos of
memorable moments with their cars
Rewards like free oil change for winners of
online contests

CUTS Process Flow

Implementation Plan

Value Proposition

1 Bar code reader &

software at each
dealer costs Rs
25,000
Training of 1
employee per dealer

Dealer Satisfaction
Survey
Registered user
satisfaction survey
Increase in number
of registered users
in website

Costs

Challenges

Critical
Success
Factors

Overcoming
Challenges

Costs and challenges

Lack of initiative from

dealers
Resistance of dealers
to shift to new
system
Smooth transition to
the new system
Skilling dealer
employees in new
technologies

Administrator can
play multiple roles
Training can be
imparted to one
employee per dealer
Periodic checking by
MFCW personnel

e-Auction Strategy

Tapping the untapped!!

Customer to customer space

E-auction
scenario

Proposed
locations

C2C Model

Current Model of
Features
Market leader in e-auction (B2B)- 35% market share
Major clients- Kotak Mahindra Bank, Mahindra finance, Bajaj
finance, ORIX ,etc
Facilitates sale of vehicles and not a party to the transaction in
any respect
One time buyer registration fees of Rs. 5000+ service tax
applicable
Server space outsourced to third party hosting company
eDiig is not responsible for any disruptions during auction
process(failure of power, Network, server, internet connectivity,
etc.)

Marketing &
Advertising

Financials

Challenges
Limited C2C involvement
Low trust among retail
customers on the credibility
of buying over internet
Need of additional
features(to attract C2C
space)
Registration fees not
competitive for retail
buyers/sellers

Eyeing the C2C segment

C2C e-auction to be started at the suggested 6 locations (Phase I)(to tap 60% market)
Phase II- expansion to other Tier- I cities
eDiig presence at MFCW stores-minimal facility cost
eDiig to provide consultancy services to customers
Marketing and Advertising spends targeted towards the targeted locations

E-auction
scenario

Proposed
locations

C2C Model

Financials

Marketing &
Advertising

Locations to be targeted for Vision-2015

New Delhi
Gurgaon
Population: 15,14,085
PCI: Rs 1,03,235/MFCW outlets: 3

Population: 1,67,53,235
State PCI: Rs 1,75,010/MFCW outlets: 10

Mumbai
Population: 1,24,78,447
State PCI: Rs 99990/MFCW outlets: 10

Pune
Population: 94,26,959
State PCI: Rs 99990/MFCW outlets: 6

Source: censusindia.gov.in

Hyderabad
Population: 40,10,238
PCI: Rs 72,380/MFCW outlets: 5

Bangalore
Population: 95,88,910
PCI: Rs 69,190/MFCW outlets: 2

PCI: Per Capita

Income
High internet
penetration across all
locations

E-auction
scenario

Proposed
locations

C2C Model

Financials

Marketing &
Advertising

C2C e-auction Model

Pre-auction
Preparation
Seller

In-auction
Negotiation

Gets the car graded(A+,A,etc) by

MFCW quality checks
Warranty and service facility
dependent on car grade
Registers as user with a fees of Rs.
300
Uploads specifications of car and
minimum bid price

Auction window is

Buyer

Highest bidder is
declared as winner

Registers as user with a fees of

Rs.300
Uploads specifications of required
car
Does background check of the car
he/she is interested in bidding

announced and
registered buyers
are notified
Buyers bid above
the minimum bid
price

Post-auction
settlement
Shipment and payment terms
negotiated between buyer and
seller

Option of internet payment

through payment gateway to be
made available to buyers
To secure payment/delivery,
auction is closed when seller
ships/ buyer pays
MFCW warranty of the car
and services facility made
available to buyer

E-auction
scenario

Proposed
locations

C2C Model

Value proposition-Sellers

Value proposition-Buyers
Access to a wide pool of pre-owned cars at
competitive prices(since facility cost is low)

Access to a large network of buyers

Seller can retain the car put for auction till
it is actually sold

Risk of unreliable products eliminated due to

MFCW certification

Seller has more choice and higher

negotiation power in case of online selling

Improved customer experience due to

availability
of
variety
of
business
features(alerts, newsletters, search by price
range, engine capacity, brand, etc)

Transparency in selling process

Why Grade Matrix??

Quality Check points are divided according to the

warranty (the numbers are just indicative)
The higher the quality check points the seller wants
to be carried out - the more is the warranty and free
services offered
A higher grade makes the car lucrative and hence
enables the seller to sell at a good price

Marketing &
Advertising

Financials

Grade Matrix
Grade

Quality
check
points

Warranty

Free
Service
vouchers

118

1 year

100

10 months

80

6 months

nil

E-auction
scenario

Proposed
locations

C2C Model

Financials

Marketing &
Advertising

Risks and Mitigation

Risk Description

Probability Impact

Mitigation

Internet connectivity
failure due to power
outage

Medium

High

Recommend buyers and sellers to prefer

USB based internet connection for
auctions

Network Security

Low

Medium

Install network security softwares

Frauds
Medium
a) Non delivery by seller
b) Non payment by buyer

High

Perform Know Your Customer(KYC)

process to check credibility (address,
identity, work history)
Route money from buyers to sellers
through MFCW-eDiig
Payment to seller to be made only upon
shipment to/receipt by buyer.

Car damage post

certification(since the
seller retains the car till
auctioned)

Medium

Perform overall quality check upon

request by buyers (within a specified time
frame post receipt)

Low

E-auction
scenario

Proposed
locations

C2C Model

Marketing &
Advertising

Financials

C2C model-financials
Year-1
Revenue
COGS

Year-2

Year-3

Year-4

Rs. 10,559,969 Rs. 11,193,567 Rs. 11,865,181

Year-5

Year-6

Year-7

Rs. 12,577,092

Rs. 13,331,717

Rs. 14,131,620

Rs. 14,979,518

7950000

8386500

8839530

9317490.6

9821783.052

10353889.21

10915376.29

Gross Profit

Rs. 2,609,969

Rs. 2,807,067

Rs. 3,025,651

Rs. 3,259,601

Rs. 3,509,934

Rs. 3,777,731

Rs. 4,064,141

Fixed Costs

2688000

2841460

3003802.6

3175544.506

3357232.614

3549445.78

3752796.697

Rs. -78,031

Rs. -34,393

Rs. 21,848

Rs. 84,057

Rs. 152,702

Rs. 228,285

Rs. 311,345

Rs. -78,031

Rs. -34,393

Rs. 21,848

Rs. 84,057

Rs. 152,702

Rs. 228,285

Rs. 311,345

Rs. 25,217.01

Rs. 45,810.49

Rs. 68,485.60

Rs. 93,403.37

Net Income

Rs. -78,031

Rs. -34,393

Rs. 21,848

Rs. 58,840

Rs. 106,891

Rs. 159,800

Rs. 217,941

OCF

Rs. -78,031

Rs. -34,393

Rs. 21,848

Rs. 58,840

Rs. 106,891

Rs. 159,800

Rs. 217,941

year

-71261.37534

-28684.20455

16640.86998

40927.36955

67900.21211

92702.48161

115462.3792

Depreciation

EBIT
Interest
EBT
Tax at 30%

PVOCF

Break Even
point

2-3 years

Discount rate

9.50%

E-auction
scenario

Proposed
locations

C2C Model

Financials

Marketing &
Advertising

Promote eDiig and MFCW under one Umbrella

Achieve Top of Mind Awareness
Brand value proposition- Trust, Transparency and Convenience
Target market
Middle and Upper Middle class
Aspirational drivers, Well travelled
Transitioning from 2-wheelers to 4-wheelers
Age- 20-50 years
Segmentation
Metropolitan cities followed by Urban and semiurban

Events

TV ads

Campaigns
roadshows at IT
parks, offices, shopping malls, activity
centers
Provide MFC services at parking lots of
shopping malls, corporate hubs-improved
brand awareness
Used car melas

Partnership with regional channels for airing 30 sec ads

Book prime time slots
Cluster ads around peak seasons
Ad concepts to focus on trust, reliability, convenience
e.g: A eDiig representative can be portrayed and trust factor
can be shown by the person making the deal between two
people.

E-auction
scenario

Proposed
locations

C2C Model

Financials

Marketing &
Advertising

Digital Marketing

Print ads
Billboards in high footfall areas (Stadiums, Railway
stations, Office Complexes, Busy intersections)
eDiig- Your own personal marketplace
Metro Ads in metro stations, suburban trains ,city buses
near seats, window panes
Ads in newspaper dailies (Delhi- mid day, BangaloreDeccan Herald, Mumbai- Maharashtra times, PuneSakal, Hyderabad-Deccan Chronicle, etc.)

Social Media
Create network effect- build a strong fan base on
Facebook, twitter
Crowdsource to boost engagement level
e.g: Find-it Campaign-help someone find a car
and get reward points
Discount code for registration on eDiig
Facebook Ads with MFCW website as landing page
Regular contests to increase reach
Promoted account on twitter and frequent tweets

Search Engine Marketing

Promote MFCW and MFCW-eDiig website by
placing ads with SEM vendors like Google
Adwords, Yahoo! Search Marketing
Use Search Engine Optimization and web
analytics to optimize the websites for increased
visibility in search engine results page(SERPs)
Use web banners to direct traffic to website
(through Pay Per Click(PPC) model) by partnering
with publishing websites like
autocarindia.com, yellow
pages(sulekha.com),makemytrip.com,timesofindi
a.com
E-mail Marketing
Newsletters and notifications of auctions to be
sent to existing customers-positive word of mouth
enabler
Mobile Marketing
Mobile ads and banners in frequently accessed
websites e.g, weather channels, Google
maps, CNN news, etc

Summary
Rural Activation
C2C e-auction model
on eDiig

Wide reach to the

untapped C2C space
Transparent dealings
Reliability
Convenience

Unorganized Dealer
Activation

Creating the Ecosystem of

unorganized used car dealers
Future Sourcing of cars
Brand awareness
Synergy
Competitive Advantage

Car Updating and

Tracking System

Convenient Tracking
through enhanced website
Reduction in lost sales
Alerts on car availability
Improved customer
experience

Tapping the Unorganized and C2C used car segment

+
Increased activity level in the e-world