8 Pawns and 2 Knights

By : Shivam Behl
PGDM
FT-09-852
To Study the on-road life of driver and his tyre
understanding and opinion.
Understanding the life of a driver
 EDUCATION
• 34% of the drivers were
illiterate.
Sr.Secondry
Metric
6%
7% Illiterate
34% • 54% were school dropouts.

School dropout
54% • Rarely anyone made it past
a high school.

This was not a career option that they chose , but perhaps the
only option that they had.
 ASPIRATIONS
• Want the best education for
Matriculation
their children.
Post graduation 12%
17%

Sr. Secondary
• Work overtime so that their
14%
children can study in an
English Medium.
Graduation
58%
• Have dreams like any other
working parent.
 Insurance (Self and Family)
Only 1
68.92%

All
31.08% i. Motor-vehicles Transport
Employees act 1962 guarantees
Life insurance to all the
employees.

ii. How do transporters escape the

act ?
i. Not registering the firms.
Not Insured
82% ii. Bribe
iii. Drivers are unaware
iv. Fine is only Rs 500
 FAMILY LIFE
Yes No Cant tell Now
Dissatisfaction
316

Almost no driver wants his children

to be a part of the Industry in any
way .

46
38

Your Children in the Industry ?

 FAMILY LIFE
Time Away from Home • 81% of the drivers spend
<10 days 10-15 days >15 days
upto 15 days away from
home.
19%
35% • Miserable family life.

• Not only does this promote

46%
multiple sex partners but
also increases the risk of
HIV and other SDT’s.
 Community Problems
Worst Problem for the community ? • Majority of the drivers were
of the opinion that lack of
Gambling
education is their biggest
Lack of Education
27%
17%
drawback.

Police Misb
24%
• The second ofcourse was
STD's Prostitution
14% 19%
 Minor Health Ailments

Health Ailments • Minor health ailments are

Other more of an inconvenience
12.78%
Joint pains to the drivers than major
15.42% No
34% ones.

Muscle stiffness
29.32%

Weak Eyesight
42.48%
 Post Retirement

Post retirement plans • Its not a choice but an

obligation.
Other
19%

Stay in the industry

• Low on savings.
13%

Do nothing
68%
 Tyre Opinion
PURCHASE ASSITANCE • 70% either rarely or never
assist the transporter.

Never
29%
Most of the times
5% • Truck in the working
Sometimes
26% condition.

Rarely
41%
• Some of the who did go to
the transporter to suggest
him , saw….
 Tyre Opinion
Owner response
Shows Keen interest
2%
Takes a note
Does not entertain any suggestions 6%
27%

Listens but does his own wish

65%
 Tyre Opinion
Do you know the benefits of radials ? • Rejected 7 responses.

No/Little
• 75% knew radial
25% Fully aware
20% advantages.

I know the basics • A quarter still unfamiliar

54%
with the product
 Radial Usage
Usage

• Active Users : 138

Currently using

Never used
47%
35%
• Dormant Users :73
• Total Users : 211
Used in past
18%

• Never Used : 189

 Opinion on Radials
Radial Users
200

180
No difference
Total 9% 160
72

Value for money 140

21%

Didn’t spot the difference 120 Value for money

33% Value for money
37% Bias Users
Ok-Ok
100 Radial Users
No difference
4
80 113
ok-ok
46%
60 113

Ok-Ok 79
54% 40

20
19

0
 Brand Recall
120
Diversified Chinese
17%
102
JK
26%
100
JK

MRF
Double Coin JK
80 8% Apollo
MRF
66 66
Apollo
Michelin
56 Michelin
60 Birla
Birla
Double Coin
Birla Diversified
Double Coin Chinese
39 40
10%
40 31
MRF Diversified Chinese
14%

20
Michelin
17% Apollo
10%
0
 Tyre Inspection
250
Total
The tyre company sends their
representative
200 4%
Tyres are inspected by the transporter
7%

146
150
Only when I feel driving trouble .
34%
Regular Inspection
56% Bias Users Radial Users

100 95

50

16
5

0
 Tyre Repair
250
Total
Anywhere
24%
At company outlets
200 25%

150 Bias
154
Radial

20 Only trusted mechanics

100 51%

88
78
50
51

0
 Recommendation
Financial
Annuity Scheme :
• Little savings every year.
• Returns at market rate.
• Provides pension at the end of term.

Will provide the driver with an Independent sustaining power post retirement.

How can JK help ?

Encourage savings by subsidizing premium
 Financial Recommendation
Group Insurance Plan :

• Term Assurance Plan

• Low premium
• The money can be used by the family.

How can JK help ?

 Financial Recommendation
Retirement Planning:
• Low premium SIP
• Investment in both equity and debt
• Time frame depending on the driver

How can JK help ?

 Social Recommendations
• Credit Unions

• Opportunities for children

• Mobile health units for minor ailments.

 Tyre Related Recommendation
• Phased Driver Feedback
• Should be pilot tested with fleets in fleet mgt..
• Segmentation based on Vehicle , Load , Route and Running.
• Extended to reach the external drivers.

• Maintenance Routine, Camps

• Initiated in markets with increased radial sales.
• Immediate camps on radial care tips.
• Clarification of doubts and myths.
 Tyre Related Recommendation
Service Card:

• Issued separately with each tyre.

• Provides 3 free servicing of tyres at tyre care center at regular intervals.
• Condition report generated after every service.
• Will provide elaborative data on the condition of tyre w.r.t to the sale date.
• If the condition is not upto the mark , judge the anomaly and let the driver know what is
wrong where.
• Provide a retread discount coupon at the end of the third service.
Questions ?

Thank You