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Škoda India, Ranveer Singh Dhillon, 37-year-old next-gen entrepreneur in…
Škoda India
Active Evaluation
T45: Brand as a Status Symbol* (The brand being a status symbol is a trigger for Ranveer and also it is a 'Pro' while he is boiling down to the options available)
T46: Best-in-Class Build Quality in each segment* (Build Quality is a trigger and also a 'Pro' while Ranveer treads through the CDJ
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T47: A car for every budget - Rapid, Kushaq (India-specific), Octavia, Karoq, Kodiaq and Superb
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T48: Best-in-class Automatic Transmission Option - DSG, arguably the World's best automatic gearbox*
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T50: Automatic Parking of the car with the help of sensors* (It is also a trigger as it is a unique feature and it adds to the list of 'Pros' in Active Evaluation)
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T52: Galvanized Steel used in cars, hence no rubberised panels and no open welding spots, thus no rusting
T38: Human Interaction* (It is a trigger as well as the opinions on the family or friends will have a positive impact on the mind of Ranveer while selecting the option)
T53: VRS Option Available for Driving Enthusiasts (242-bhp powered 1.8TSI that churns out more torque than the BMW 3-Series)
T37: Kodiaq - NDTV Premium SUV of the Year, 2018; Octavia VRS 230 - Times Auto Performance Car of the Year, 2018; Superb - TopGear India Car of the Year, 2017
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T56: Cars from this brand used by people for over 10 years in a row speaks for the durability of the product
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Moment of Purchase
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T65: Considering to buy the Škoda Rough Road Package (if your daily commute involves passing through rough roads)
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T64: Škoda Sleep Package can be added where the back seat can be equipped with essentials for a power nap
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T63: Comparing insurance premium charged by companies that have tied-up with Škoda to other companies
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T72: Paying Parking Charge to the dealership which is prohibited but is collected as a general practice
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T58: Desired car can be booked online by paying a token amount and reserving that particular vehicle
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Post-Purchase Experience
T85: Best-in-class Automatic Transmission Option - DSG, arguably the World's best automatic gearbox* (It is also there in Active Evaluation. This feature enhances and enriches the experience of Ranveer while he drives the car)
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T84: First service of the vehicle at 15,000 km or 1 year, whichever is earlier compared to other brand's 1,500 km or 1 month
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T89: Prompt service from Škoda Roadside Assistance is available whenever there is an event of breakdown
T82: 6 Years Warranty from Škoda* (This point was mentioned in Active Evaluation as well. 6 years warranty enhances the post-purchase experience as it provides mental peace to Ranveer that the brand has got his back)
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T81: Sales Assistant assigned a Service Advisor for everything related to maintenance to avoid the customer being confused between employees
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T80: Joining community groups on Facebook/ Twitter for Škoda Owners* where Zac Hollis - Director (Sales, Service and Marketing at Škoda) personally replies to the queries directed to him everyday
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T77: Vast service network and numerous service centres across India* (It was also a part of Active Evaluation. Now that Ranveer owns the car, it adds to the post-purchase experience also)
Triggers
T24: Auto Expos* (This point has been repeated here because an Auto Expo can generate awareness of the brand also the showcasing of products can trigger you to take further actions)
T23: Auto Reviews* (Auto Reviews can help in spreading awareness and quality reviews of the product helps consumers to arrive at a decision through active researching)
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T19: Škoda leading all the group's brands in India, namely Škoda, Volkswagen, Audi, Porsche, and Lamborghini.
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T16: People claiming that Škoda cars as good as new even after covering 1,00,000 kms.
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Loyalty Loop
T101: Ranveer developing a feeling that German cars, especially from Škoda are the best
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T98: Joining Community Groups on Facebook/ Instagram for Škoda Owners* (This point is included in Post-Purchase Experience. This also helps in generating loyalty in the consumers because of the prompt response and being able to communicate easily to the director)
T105: Eventually becoming a fan of the brand and posting about the exceptional service and experience on the social media
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T107: Even if Ranveer decides to increase his budget for his next car purchase, he'll still consider buying an Audi or a Porsche because they are under the leadership of Škoda
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Lives in a family of 3 - Wife, who runs her own hotel and restaurant and a daughter, who is a student.