services of castrol bike zone

8/8/2019 Services of Castrol Bike Zone

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Services

of

CASTROL BIKE ZONE

By

ABHINAY G (9075)



COMPANY PROFILE

CIL was incorporated in the year 1979 .

Castrol India Limited (CIL) is the second largest

player in the Indian lubricant industry .

Castrol BikeZone is a pioneering unique chain

of service centers that is re-defining the art of

bike servicing.

Castrol India has chosen Bangalore as the firstcity in India to launch a revolutionary new

concept in motorcycle servicing workshops.



SWOT:-

Strength:

It has strong brand image.

It is serving 3lacs customers per year.( manycustomers).

Around 165 bike zones in all over country.

Each BikeZone has an expert team of mechanics

specially trained at the Castrol state-of-arttraining centre in Chennai.

Hi-tech equipments( like turbulator )



Weakness:

Dont have big centres like other organized

service centres like herohonda , bajaj, tvs. Price is some what more.

Opportunity:

An ocean of 2 wheelers to service

Large demand supply gap

Space to offer something unique

Threat :

Heavy competition from unorganized servicecentres.

Competition from service centres like herohonda,bajaj, tvs etc.



MARKETING MIX OF CASTROL

BIKEZONE :-

Product:

The main product of the Castrol bikezone is the bikeservices. Generally services in centres differ from one

center to another. There are 5 categories of services in Castrol bikezone.

Active Service

Prime service

Silver service Gold service

Platinum service



Price:

Price is an important element in the marketingmix. Prices charged by a service zone dependson the treatment given to bike.

The pricing strategy adopted by a Castrolbikezone does not depend on the priceoffered by competitors but the nature servicesoffered.

For gold service they charge Rs 495 and forsilver Rs 395 etc.spare part charges areexcluded in that charges.



Promotion:

In the bike service marketing the promotionstrategy also need a careful approach. Thepromotion in the bike services can be personal &impersonal promotion.

Castrol promotion is done by advertising inmedia. They provide awareness throughadvertisements about their various services andquality of services.

Some of the Castrol bikezones were opened by

popular cricketer David. Castrol bikezone sponsored many bike events in

delhi.



Place:

The selection of place is very important inorder to avoid the inconvenience to the users inreaching the bikezone.

Many of the Castrol bikezones are franchised outto others.

The strategy Castrol bikezone has adapted is toplace a bikezone in every possible location wheresome business can be generated. This is a primefactor in determining the success of a retail chain.

Castrol bikezone are located in 1 tier and 2 tiercities. 1-tier cities like Delhi, Kolkata, Chennai and2-tier cities like Hyderabad , Vijayawada.



People:

People are also an important element in themarketing mix. They play an important role in theprovision of services.

A satisfied customer is a source of influencingother customers.

Each BikeZone has an expert team of mechanicsspecially trained by the Castrol training team. Themechanics are sufficiently trained to handle any

brand of two wheeler. Supervisor in the bikezone estimate the cost of

service and be informed in advance to customer.



Process:

Service of bike is transparent to customers.They even can see their bike servicing by

mechanic.

As they give franchises to others. CIL givetraining to them and for mechanics

In these bikezones billing is transparent and it

is estimated by supervisor. Hi-tech equipments are there so time required

to service a bike is much lesser.



Physical:

Quality: The quality of service is high because

of well trained mechanics.

Speed: Service of bike is speed in these

bikezone because of hi-tech equipment.

Transparency: Much transparency in billing.

Cleanness: They maintain cleanness while

servicing bike that means with out havinggrease in their hands.



Service blueprint



Q uestionnaire for customer

satisfaction level

Q1. No of Problems experienced in your

Vehicle

1. None 2. One

3. Two

4.Three or More



Q2. No of times you have returned for same

problem

· None

· One

· Two

· Three or More

Q3. Please rate your Castrol Bike Zone

Satisfied

Neutral

Dissatisfied05

101520

25



Q4. How do you rate the brand image of your

Service Center?

Q5. Will you recommend to your f riends?

· Yes

· No



Findings

Problems Experience seems to be the most

important reason for servicing the bike.

Most of the customers got solved their problems

in the first visit itself at Castrol Bike Zone

Castrol Bike whose brand image is most preferred

in the market. This is because of the reason, that

its from the house of Castrol. Satisfied customers are becoming loyal customers



Thank you

services of castrol bike zone

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