INDUSTRIAL & MOBILITY

Background:
It has been observed that post purchase wheel care and tyre care are amongst of the
most neglected procedures in car maintenance. Excluding large and medium
commercial vehicles and focusing the conversation primarily around Passenger
vehicles, petrol vehicle upto 15 years of age and diesel vehicles upto 10 years of age
may still be on the road today. This presents a huge opportunity to provide premium
wheel care service to this mostly untapped market.
Naturally, there are existing players in this space who have tried to capitalize on this
opportunity. However, they have been unable to scale in proportion to the market size.
Initial research has shown that this market is mostly unorganized and some of the
reasons for slow growth include lack of consumer awareness, lack of interest in tyre
care, lack of skilled labor, lack of digital tools, non-differentiated offerings, lack of
customer loyalty etc. Additionally, a majority of the services today are focused towards
selling the tyre rather than the providing an end-to-end tyre management offering that
may or may not include selling the tyre also.
Context and problem statement:
ABC Ltd is a well-established tyre manufacturer and recognizes this opportunity and
problem. The organization sees tremendous potential in tapping into this market and
building a new brand within this space. Additionally, ABC recognizes that there is a
growing consumer trend towards premiumization, first time car ownership and
increasing consumer expectations around Safety, Sustainability with a strong Service
Mindset (Do It For Me). This has led ABC to believe that this is the correct time to enter
into this space.

Additionally, for various business reasons, ABC has decided to create this service as a
separate Startup that will be tyre brand agnostic. The Startup wants to offer a variety of
value-added offerings around the core service of Puncture, N2 Inflation, Wheel
Alignment, Balancing, Rotation, Tyre Sale Consultancy, Tyre Sale. They recognize that
just offering these services will not be of much value and if they are to truly offer
Premiumized offerings then those will have to go beyond the core offerings – Example:
Proactive Tyre Maintenance withing Gated Societies, Pre or Post-Holiday Packages etc.
ABC has decided to consult you to help build a roadmap for this startup and arrive at
the best possible MVP to pilot this service.
• How can we estimate the opportunity market size?
• How is the PV Market Segmented in terms of Customer Segments / Offerings /
Existing Players?
• What services to existing players offer and what are the Gaps?
• We need to better our understanding of the consumer landscape and validate the
assumptions around slow growth of startups in this space.
• What should be our go-to-market strategy in terms of product portfolio, pricing,
distribution channel, etc. considering the pan India nature of the service?
• What are the KPIs to monitor success?
• What are the touchpoints through which we can engage the potential customers?
• What is the role of digital?
Considering the expectations around building this business as a new Startup:
1. How would ABC go about setting up a Startup?
2. How would they position the startup for external Investment?
3. What approaches could they take towards establishing this new brand with B2C
consumers?
4. What should the minimum viable product (MVP) / Pilot phase look like to test the
proposition?

The Judging Criteria:

• Quality of presentation
• Analytical Thinking
• Creative thinking – novel idea for disruption
• Big picture thinking – ability to understand the dynamics of an industry
• Feasibility of implementation / scale-up
• Usage of new-age technologies
• Creativity in delivery