World class, Multi Brand, Bike Service Outlets

…the journey of Castrol BikeZone business

Source- SIAM, 2009

Two Wheelers75%

Commercial vehicles

5%

Passenger Vehicles16%

Three Wheelers4%

Castrol sees the big opportunity

• An ocean of 2 wheelers to service

• Large demand supply gap

• Space to offer something unique

Vehicles on the road

… with backing of a giant like bp, takes the next step

• Castrol, part of the British Petroleum Group

• Operations in 100 Countries

• More than 28,000 Retail sites

• Serving 130 lac customers every day

…builds a service offer

Merchandiseinsurance

Accidentalrepairs

Lubechange

Light repairs

Preventivemaintenance

Majorrepairs

Service Offer

…and a strategy to deliver

Strong servicebrand

World classcustomer experience

Sustainableprocesses

… identifies 4 simple needs of a 2 wheeler owner

• Trust

• Personal Attention

• Expert Mechanics

• Hi-tech equipments

…and plugs the gap

Castrol builds formats to deliver the proposition

• Unique business formats to deliver

customer experience

• Maximize revenue per sq. ft.

• Formats and offerings, sharpened

over time

Brands its products…simple yet powerful

• Activ Service

• Prime service

• Silver service

• Gold service

• Platinum service

Builds training facility…builds technical excellence

Soft skills training of frontline staff…delivers customer experience!

Soft skills development through

• Experiential training• Classroom training• Role plays• Informal training• On job training

Offers VAS…retains customers

• Pickup and Drop Program

• Bike Doctor, an AMC program

• Packs for corporate customers

• 4-2 ka funda

…delivers marketing programsbuilds customer base

…ingrains sustainability through systems and business processes

• Painstakingly build processes

• Knowledge portal

• Business audits for traction

• Customer experience measurements

• Technical audits

Adds a powerful merchandise program…more revenue/ sq. ft.

…and delivers an enduring and consistent performance

• Strategic focus

• Robust structure

• Solid systems

• Strong Skills

• Shared values

…that’s Castrol BikeZone