TITLE OF PROJECT To study the mechanic satisfaction and analyze the Mechanic Loyalty Program MLP) offered by Fleetguard

d Filters Pvt. Ltd.

OBJECTIVES OF PROJECT Primary Objective To study the satisfaction level among the mechanics for FLEETGUARD filters. To study the Mechanic Loyalty Programe of competitors. Secondary Objective To gather information during course of survey about the different competitors an d their products available in the market. To study the redemption pattern of gift. To know the reason for buying FLEETGUARD products. To find out company position in the market. Six 1. The ts is Ways in Building Customer Loyalty SERVICE NETWORK mantra for marketing professionals is service, service and more service! Tha right! One of the best ways of ensuring your customers keep coming back to you providing impeccable service. This includes everything from service at the point of sale to after-sales servi ce, which builds a lasting relationship with the customer. Most manufacturers of white goods understand relationship marketing like no one else The peculiarity lies in the product itself, where it might need to be serviced l ong after it is bought. Moreover, the purchase might have taken place somewhere different from where the service is required. Remember, the customer is smart. He will judge your company even on small things like whether the salesperson reached in time. If he is late, the customer will never trust any claims of zero error quality made by y ou. So, watch out for service, the buzzword of the industry. 2. QUALITY CONTROL You never get a second chance to make a first impression Impeccable service too ca nnot save you if you do not deliver a good quality product each and every time. This is true especially for restaurants, where the food served has to be of the same quality time and again to keep customers coming back to you. Here, quality is conveyed via word-of mouth. One bad experience is enough to ruin the impressi on forever. Another good way of assuring customers value the quality of your product is to g et an outside agency or someone else to endorse the results. 3. CONSTANT INNOVATION Once a customer, always a customer, is no longer true in these days of fluctuating brand usage. Customers now have more choices than before and are more willing t o try out new brands. This fickle-minded buying warrants a constant focus on the changing mindset of t he customer. The brand too has to change with customer tastes. 4. DIVERSIFICATION INTO SIMILAR PRODUCT LINES If a customer feels that FLEETGUARD Filters is the best for his vehicle, why not make him think the same way about FG Coolants as well? Thats exactly why the bra nd name has now been extended to coolants in the Indian market. Stretch the loyalty and benefits associated with a brand to include other simil ar products. 5. STRONG DISTRIBUTION CHAINS If I want to buy a product, it must simply be Products should be available at the nearest From personal experience, I can tell you how unch chocolate a lot, but many a time I end up coming available. store. important this is. I like Nestles M home with a Cadburys Perk i

n hand, due to unavailability of the other brand. Perk tastes just as good, and pretty soon I ended up asking for Perk at the local grocery shop instead of Munc h. This shows how just availability or lack of it can affect the customers brand ch oices forever 6. REINFORCE THE DECISION Lastly, after people have tried your product, tell them that they have made the right decision. What better example to give you than the Pepsi ad which said, Yehi hee hai right choice baby, aha! You will have customers hanging on to you forever. The human mind looks for signals to reinforce the decision made by it, to tell itself that yes, you were correct! Its no wonder then that the LOreal ad shows Ais hwarya Rai spouting the phrase Because youre worth it! Customer loyalty towards your brand can give you the advantage of decreased cost of advertising. You can also increase the price of your brand to capitalize on the same. So, go ahead and take the plunge into the world of brand loyalty!