Project goal:
Creation of a training system and marketing support program for service stations

THE EFFECT ON THE CTR BRAND

BENEFITS OF THE AUTHORIZATION PROGRAM

№1

Transparent authorization and approval processes for program participants

№2

Knowledge base for the workshop, containing materials on workshop management, sales of the CTP brand, technical advantages and product features.

BLOCK 1. 

PROJECT DEVELOPMENT

Stages 1-2

1. FORMATION OF BUSINESS GOALS, METRICS, AND PROJECT MONITORING STRUCTURE.
2. DEVELOPMENT OR OPTIMIZATION OF THE SERVICE STATION AUTHORIZATION BUSINESS PROCESS. 

STAGES RESULTS

Document 1 "Description of the authorization process"

Description of the optimized authorization process, including requirements for the execution, quality and speed of operations, as well as responsible persons, the timing of the launch and confirmation of the status of the authorized service station. If necessary, additional requirements for changing the processes of the web service.

Document 2 "Requirements for an authorized service station"

Creation of requirements for compliance with the authorization program, as well as the form and frequency of control by the CTR brand

TERMS OF IMPLEMENTATION AND COST:

Stage 1 - 14 days. The cost is 330 thousand rubles.
Stage 2 - 14 days. The cost is 260 thousand rubles. 

Stages 3-3.1

3. IDENTIFY OF THE СURRENT CTR BRAND POSITION AND IMPROVE (IF NECCERY) BRAND PERCEPTION. 
DEVELOPMENT OF KEY MESSAGES AND THEIR CARRIERS. 

STAGES RESULTS

Document 3 "Description of the current perception and loyalty to the brand"

A document that captures the current perception and level of brand loyalty of program participants and also the expectations from the authorization program.

Document 4 "COMPETITIVE ENVIROMENT ANALYSIS"

Report on the loyalty of the service station to the brands of competitors, as well as on the current marketing policy of competitors, based on market analysis.

Document 5 "CTR brand positioning for the authorization program"

A document containing the main idea of the authorization program and its benefits for participants. The document is the basis for the creation of key program components and marketing material.

A set of marketing materials

  • Warranty program presentation for owners and managers of service stations, which helps to engage new members to the Warranty program
  • Presentation for master-receptionists, sales managers and technical specialists, showing the benefits of Warranty program tools (like training course, participation in promo etc.) 
  • Presentation for distributors to stimulate them for engaging new Warranty Program members 
  • Design key visual for Warranty program and pattenrt it for all nessesuary materials (stickers, leaflets, information sheet for the reception, partner certificate, certificate of the trained employee, diagnostic sheet, posters, signs and a shelf)
  • Presentation for the promotion of the authorization program for owners and managers of service stations, which helps to attract new service stations to the authorization program
  • Presentation for the promotion of the authorization program for master-receptionists, sales managers and technical specialists, showing the benefits of registration, training, etc.
  • Presentation for brand distributors in order to attract them to the search for new service stations-partners
  • Design layouts of advertising products (stickers, leaflets, information sheet for the reception, partner certificate, certificate of the trained employee, diagnostic sheet, posters, signs and a shelf) 

TERMS OF IMPLEMENTATION AND COST:

Stage 3 - 21 days. The cost is 350 thousand rubles.
Stage 3.1 - 14 days. The cost of 320 thousand rubles. 

Stages 4-6

4. DEVELOPMENT OF THE CTR BRAND SALES TRAINING PROGRAM
5. DEVELOPMENT OF A TRAINING PROGRAM FOR OWNERS AND MANAGERS OF SERVICE STATIONS, FORMING BRAND LOYALTY
6. TRAINING PROGRAM FOR TECHNICAL SPECIALISTS 

STAGE RESULTS

Training program for owners and managers of service stations

A program consisting of  text and video materials containing the following blocks:
- Functions of the service station manager
- Planning and control of employees' work
- Motivation and staff development. KPI and other benefits
- Process for monitoring the fulfillment the conditions of compliance to the authorization program
- Other agreed with CTR 

Training program using CTR Warranty Program advantages for sales managers, master-receptionists, spare parts selection managers"

A program of video and text materials containing the following:
- Sales cycle and opportunities to expand the average cheque
- Presentation of service station and CTR brand favours
- Work with objections at different stages of sales in the service station
Maximization Lead-to-Visit conversion rate and LTV 

Training program for technical specialists

A program of video and text materials containing the following:
- Technical advantages of the CTR
- Technical aspects of the installation and operation of spare parts of the CTR brand
- Troubleshooting guide
- Warranty program 
- Other materials in agreement with CTR 

Sales scripts for using in service stations and autopart stores

A program of video and text materials containing:
- Script "CTR brand presentation for incoming call to the service station"
- Script "CTR brand presentation at the acceptance of the car"
- Script "Recommendations and sale of spare parts of the CTR brand after diagnostics and when agreeing on the cost of work, sale of an additional guarantee. "
- Script " Working with objections"
- Script "Using authorization as an information occasion for repeated visits of end-users" 

TERMS OF IMPLEMENTATION AND COST:

Stage 4 - 14 days. The cost is 490 thousand rubles.
Stage 5 - 21 days. The cost is 570 thousand rubles.
Stage 6 - 30 days. The cost is 410 thousand rubles. 

Stages 7-10 " Implementation" 

7. VERIFICATION THE PROJECT MVP
8. INTEGRATION OF THE COURSE PROGRAM OF TRAINING OF OWNERS AND MANAGERS OF SERVICE STATIONS INTO THE LMS SYSTEM
9. INTEGRATION OF THE COURSE PROGRAM OF TRAINING IN BRAND PROMOTION OF CTR SALES MANAGERS, MASTER RECEPTIONISTS AND SPAREPART SELECTION MANAGERS INTO THE LMS SYSTEM
10. INTEGRATION OF THE TRAINING PROGRAM FOR TECHNICAL SPECIALISTS INTO THE LMS SYSTEM 

STAGE RESULTS

Document 6. "Report on the conducted research of the MPV project"

A report on the carried out activities and feedback received from the SRT focus group, with hypotheses about changes in the components of the project, which allows to reduce its risks and make it more effective.

Integrated in the LMS course program for owners and managers of service stations

A training program integrated into the management system with uploaded text and video materials, tests and test questions, with the ability to manage and update content.

Integrated into the LMS training program for CTR brand promotion for masters of receptionists, sales and recruitment managers

A training program integrated into the management system with uploaded text and video materials, tests and test questions, with the ability to manage and update content.

LMS integrated training course program for technical specialists

A training program integrated into the management system with uploaded text and video materials, tests and test questions, with the ability to manage and update content.

TERMS OF IMPLEMENTATION AND COST:

Stage 7 - 21 days. The cost is 350-450 thousand rubles.
Stage 8 - 14 days. The cost is 160 thousand rubles.
Stage 9 - 14 days. The cost is 160 thousand rubles.
Stage 10 - 14 days. The cost is 160 thousand rubles. 

Project implementation 

period and cost

Project implementation period: 4 - 6 months.
The cost of the project, including the development and implementation blocks is 3480 thousand rubles. 

PROJECT TEAM

Roman Gorbunov

Relevant experience:
Official dealer (Management) sale of a / m, service services, spare parts. 2006 - 2016.
Facts:
⁃ launching all debugged business processes in a new geographic point from 0.
⁃ Coordination of car sales in different cities, sales departments,
⁃ Organization of service management (compliance with distributor standards).
⁃ Brands: Hyundai, Kia, Ford, Opel, Chevrolet, Lexus, Toyota, Mercedes, etc.
⁃ Organization and conduct of front-line training (service, sales.
Figures:
⁃ From 5 to 15 autonomous sales and service departments subordinate
⁃ Increase in sales of spare parts for a work order up to 65% of the cost of salary
⁃ 2000 car sales monthly
⁃ Organization of training for 200 managers (training, competitive business processes)
⁃ Victories in federal distributor contests

Relevant experience large regional distributor for wholesale of spare parts (company management, commerce, logistics)
Facts:
⁃ Organization of a sales quality assessment system
⁃ 35 regions of presence
⁃ 3 warehouses
⁃ 1200 people
⁃ Creation and Development of PL
⁃ Marketing segmentation of customers for product promotion
⁃ Implementation of NPS
⁃ Start and manage car service
⁃ Development of our own retail network
⁃ Automation of b-processes of commerce, logistics, management

Figures:
⁃ Turnover over 8 billion / year
⁃ 70,000 SKU
⁃ Growth of sales pl 60 million / year to 240 million a year
⁃ Increase of the trade margin by 1.5 times due to correct pricing and work with the assortment matrix
⁃ Record value in gross profit (more than 100 million per month) in the entire history of the company
⁃ Growth of own retail 20% number of stores, 25% turnover
⁃ Reduction of cost by 25%, increase in profitability

Valery domashenko

Internet sales expert with over 22 years of experience.

Founded 3 successful digital agencies from scratch.

Lecturer at the Forbes Billionaire School.

Visiting Professor at Moscow State University, Higher School of Economics, RANEPA and Federal University under the Government of the Russian Federation.

Regular speaker at major Internet marketing schools such as Netologia, MAED, City Business School, Sinergy, Product University, etc.

Regular speaker at online / offline conferences on digital marketing, growth hacking, medicine, building a sales funnel, etc.
Founder and CEO of the Internet marketing agency "Domashenko.digital Group", which specializes in increasing sales from $ 100 million to $ 1 billion.

Has more than 1,000 successful Russian and international projects: in the UAE, Denmark, France, Germany, USA, CIS countries.
from presentation

Alisa Sidorenko

Opening and launching of the central office and warehouse of auto parts of the company
Trans Starter from scratch. The result is a well-established distribution of auto parts to all regions of Russia and the CIS. The growth of the company from one car service and spare parts store in Kaliningrad to 7 wholesale warehouses (5 in Russia, 1 in Kazakhstan, 1 in Ukraine) and 18 own specialized service stations.

Organization of wholesale and retail sales in the regions of Russia and the CIS. The result is the total turnover of the company -900 million per year.

Launching the Russian market and developing sales of auto parts brands, including our own:

Unipoint 2006-2010
Wai Global 2006-2015
Tesla technics 2015 and beyond. The brand's turnover for today is -750 million per year.
Opening and launching of specialized services for auto electricians 2008-2016. Results: more than 50 centers in the Russian Federation have been opened, launched and are still operating under their own names.
Development and launch of a franchise of specialized services 2013-2016.

Development of training programs for auto parts sales managers and auto electricians.

Trained over 60 executives, over 100 auto parts sales managers and over 300 auto electricians.

Contacts