Miche­lin Tyres

Who would have thought that even a seg­ment such as Tyres would look at re­tail po­si­tion­ing and ex­pe­ri­ence zones in a big way! But that is ex­actly what Miche­lin Tyres has done with its new con­cept stores. Point of Pur­chase gives you more de­tails on this.

Point of Purchase - - CONTENTS - Ju­bilee Car­dozo

Miche­lin Tyres has launched its con­cept store TYREPLUS in Ahmed­abad re­cently. The new launch is a part of the com­pany’s ex­pan­sion of its net­work of dis­trib­u­tors in Gu­jarat through a state-of-the-art con­cept store. High­light­ing the idea be­hind this new con­cept store, B. Ku­mar, Coun­try Dis­tri­bu­tion Man­ager, Miche­lin In­dia, said: “At Miche­lin, we are proac­tively look­ing to ex­pand our op­er­a­tions in In­dia as it’s a key mar­ket for us. Un­der the TYREPLUS pro­gram, we aim to look at states with high mo­bil­ity pres­ence and Gu­jarat is one of the im­por­tant cen­ters. We al­ready have a TYREPLUS store in Su­rat and thus Ahmed­abad was a nat­u­ral choice go­ing by the tremen­dous op­por­tu­ni­ties in the city. It is the largest city in the state and fifth largest in In­dia. Due to high in­dus­trial move­ment, the au­to­mo­bile mar­ket in Ahmed­abad is boom­ing and it has reg­is­tered a tremen­dous growth in the past years. Thus we want to ex­pand our foothold with the launch of this new TYREPLUS out­let.” Lo­cated in the pre­mium cen­tral place be­hind Grand Bhag­wati, ‘Check Point’ TYREPLUS store is high­lighted by its work­shop which pro­vides state-ofthe-art fa­cil­i­ties with fully equipped ma­chin­ery in­stalled. The store also of­fers var­i­ous tyre prod­ucts and ac­ces­sories for cus­tomers. For bet­ter ser­vic­ing, the store com­prises a team of skilled ex­ec­u­tives who have un­der­gone skill im­prove­ment train­ings to pro­vide bet­ter as­sis­tance and a pleas­ant ex­pe­ri­ence to the cus­tomers when­ever they visit the store. “This new con­cept is a global con­cept and is hugely suc­cess­ful in other coun­tries where it has been im­ple­mented. This prompted us to eval­u­ate the for­mat for In­dia. The ob­jec­tive of the pro­gram is to en­hance the con­sumer ex­pe­ri­ence and mak­ing avail­able as many tyres and re­lated ser­vices un­der one roof at af­ford­able prices,” says Ku­mar. Miche­lin has seen this as an op­por­tu­nity for a con­sumer to walk into a store which of­fers a su­pe­rior am­bi­ence to con­ven­tional tyre shops and of­fers to them a need iden­ti­fi­ca­tion which can be ad­dressed us­ing mod­ern equip­ments to ac­tu­ally en­hance their driv­ing ex­pe­ri­ence, be­sides im­prov­ing the longevity and help in re­duc­ing the to­tal cost of own­er­ship. Adds Ku­mar, “Our main mo­tive and driv­ing force is to pro­vide our cus­tomers with the very best prod­ucts and ser­vices. These re­main the key el­e­ments be­hind any step and it in­spires us to work bet­ter and give the cus­tomers a great ex­pe­ri­ence of Miche­lin tyres and ser­vices. We want to make ev­ery step of our cus­tomer easy and unique, right from the mo­ment they walk in to the store.” Un­der the TYREPLUS pro­gram, the com­pany strives to pro­vide world-class fa­cil­i­ties like a work­shop with the lat­est ma­chin­ery to take care of any tyre and ve­hi­cle re­lated prob­lem. Un­der the on­estop-shop con­cept, TYREPLUS of­fers a va­ri­ety of quick au­to­mo­tive ser­vices help­ing cus­tomers to min­i­mize the time and ef­fort in­volved in main­tain­ing their ve­hi­cles. When asked to de­fine the USP of this store, Ku­mar main­tains that the USP is def­i­nitely the “all un­der one roof”

con­cept and the ex­cel­lent am­bi­ence pro­vided to cus­tomers. “At Miche­lin TYREPLUS, we are try­ing to change the way peo­ple per­ceive tyre re­lated is­sues, garage prob­lems, re­pair­ing work­shops and its ex­pe­ri­ence. We are con­stantly try­ing to in­no­vate and make this ex­pe­ri­ence ami­able and pleas­ant with sound as­sis­tance from our staff.” The com­pany has in­stalled soft­ware at the TYREPLUS stores which cap­tures the in­for­ma­tion of a cus­tomer com­ing into the store in­clud­ing the brand of tyre pur­chased as well as the ser­vices availed. The TYREPLUS stores of­fer a con­sumer an ar­ray of brands to choose from and trained staff who can enu­mer­ate the ben­e­fits of each of the tyres. “We be­lieve that a more dis­cern­ing cus­tomer chooses Miche­lin as the right choice based on the ben­e­fits ex­plained to him. This mech­a­nism helps us in pro­vid­ing re­minders to our con­sumers on their ser­vice needs,” shares Mr. B. Ku­mar. Miche­lin has reached a to­tal net­work of 19 TYREPLUS out­lets in In­dia lo­cated across the coun­try, namely, Nasik, Tirupur, Pune, Farid­abad, Vi­jayawada, Madu­rai, Ahmed­na­gar, Jaipur, Su­rat and Harid­war. Apart from these, there are two stores in Ban­ga­lore, two in Delhi, two in Mum­bai, two in Hy­der­abad and now one in Ahmed­abad which makes it two stores in Gu­jarat as well. “With the open­ing of our new store our fo­cus right now is en­tirely on the ex­ist­ing stores across the coun­try, how­ever, we will keep com­ing out with timely up­dates for any an­nounce­ments in the fu­ture,” quips Mr. B. Ku­mar. Speak­ing about the fu­ture of such con­cept stores in In­dia, Mr. B. Ku­mar feels that the mar­ket and the in­dus­try are get­ting com­pet­i­tive each and ev­ery day. “With many play­ers and a va­ri­ety of of­fer­ings, the prime mo­tive be­hind

With many play­ers and a va­ri­ety of of­fer­ings, the prime mo­tive be­hind open­ing such stores is to com­bine all au­to­mo­bile re­lated ser­vices un­der one roof to give our cus­tomers a has­sle­free ex­pe­ri­ence. Thus to sus­tain cus­tomers in keep­ing them happy and sat­is­fied, con­stant innovations have to be made and unique ex­pe­ri­ences have to be


open­ing such stores is to com­bine all au­to­mo­bile re­lated ser­vices un­der one roof to give our cus­tomers a has­sle-free ex­pe­ri­ence. Thus to sus­tain cus­tomers in keep­ing them happy and sat­is­fied, con­stant innovations have to be made and unique ex­pe­ri­ences have to be pro­vided,” he says mat­ter-of-factly. “Con­cept stores are the newly evolved form of garages/work­shops/tyre stores where all tyre-re­lated needs can be taken care of un­der one roof. These stores are here to stay, and we as a brand, be­lieve that we can cre­ate that ex­pe­ri­ence for our cus­tomers which will keep them happy. This is the modus operandi of our con­cept stores,” shares Mr. B. Ku­mar. For the In­dian tyre mar­ket, these kinds of con­cept stores are def­i­nitely a new ex­pe­ri­ence as con­sumers and their at­ti­tude to­wards au­to­mo­tive prod­ucts; ser­vices, etc. are for­ever chang­ing. Such con­cept stores are here to give struc­ture to the oth­er­wise un­or­ga­nized frag­mented and clut­tered seg­ment of au­to­mo­tive re­pair and ser­vices. “Lo­cal ven­dors are def­i­nitely pop­u­lar but cus­tomers are look­ing for am­bi­ence, one-stop­shops, as­sis­tance, etc. when it comes to tyre-re­lated is­sues. So yes, In­dian tyre mar­ket vis-à-vis con­cept stores are grow­ing,” con­fides Mr. B. Ku­mar. Chal­lenges were aplenty while de­sign­ing this con­cept store in Ahmed­abad and ac­cord­ing to Mr. B. Ku­mar that in­cludes avail­abil­ity of skilled re­sources, pres­ence of a strong lo­cal mar­ket, pric­ing and af­ford­abil­ity fac­tors, etc. He says, “Since the idea of such con­cept stores are rel­a­tively new, one has to stay alert and aware of all the above men­tioned fac­tors and work through them to de­liver com­mit­ments.” But one good thing about the In­dian au­to­mo­bile in­dus­try is that it has shown a pos­i­tive growth in the last few years and sales are expected to grow by 10-12 per­cent in FY 12-13. Mr. B. Ku­mar con­cludes on a pos­i­tive note say­ing that this is a pos­i­tive in­di­ca­tion for re­tail as well as the over­all in­dus­try growth which will ben­e­fit all re­tail stores. “This means more em­ploy­ment, bet­ter fa­cil­i­ties and in­crease in in­vest­ment. As re­tail and deal­er­ship net­work grows, In­dia is surely slated to be­come one of the top­most au­to­mo­bile hubs.”

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