Eliminating friction in automobile path to purchase

1

Eliminating

friction in

automobile path

to purchase

2

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The content herein is based on the primary survey carried out and consequent data provided by Nielsen India on behalf of Facebook India Online

Services Private Limited (“Primary Data”) which has been relied upon while conducting the secondary survey by [KPMG in India] (“KPMG”). KPMG has

also referred to information from public domain and other secondary sources in conducting secondary survey (“Secondary Data”). KPMG has not

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Disclaimers

3

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Friction

decoded - scope

of opportunity

Zero friction

future - reimagining

the purchase

journey

* Friction to be explained in the forthcoming chapters

Executive

summary

01 02

Friction busting -

increasing

sales opportunity

with mobile

04

05

Friction mapping -

understanding

friction

03

4

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Executive summary

India has emerged as one of the world’s largest and

fastest growing automobile markets over the years,

with production of 29 million vehicles in FY18 and an

estimated production of about 60 million vehicles by

2022

1

. It is also the leading manufacturer of two-

wheelers in the world and a global hub for small cars,

contributing approximately 30 per cent of the global

small cars sales.

2

Low vehicle penetration (20 vehicles per 1,000

people

3

) and growth of Indian middle class with

increasing purchasing power along with strong growth

of the Indian economy over the past few years have

inspired major OEMs around the globe to turn their

attention towards the Indian market. At the other end

of the spectrum, cab service providers and automobile

rental models are already shifting consumers’

perception of automobile from an asset to a service.

Environment-friendly mobility technologies — such as

hybrid and electric vehicles — are becoming

commercial realities. Such shifts in business models

and technologies around mobility could also compel

automobile marketers to re-evaluate their marketing

strategies.

Automobile purchase, by its very nature, is a high

involvement process, and is usually pre-planned with

near certainty of completion. Therefore, loss of a

potential lead by a brand could be a gain for another.

In such a competitive market, it is critical for brands to

understand consumer preferences at different media

touch points and grab their attention.

The report aims to understand the reasons that lead to

dropouts in the path to purchase of an automobile,

referred to as ‘friction’, which may lead to potential

loss of revenue for brands. The study focusses on

B2C purchases of four-wheelers and two-wheelers.

The sales of commercial vehicles and enterprise sales

of four-wheelers and two-wheelers are not included in

the study.

The study revealed that more than two-thirds of four-

wheeler addressable market does not even enter the

purchase funnel. It is because of the high investment

nature that renders the purchase cycle of automobile

significantly longer than one year. However, these

non-decision-makers of today could be influencers or

buyers of tomorrow. Further, nearly four in every five

four-wheeler and two in three two-wheeler aware

decision-makers do not complete their purchase

journey after initiating it. To understand the

peculiarities of the automobile purchase journey and

associated friction at its different stages, a survey was

conducted by Nielsen India among 987 respondents in

the automotive category across varied demographic

and socio–economic groups. KPMG in India, also

interacted with industry experts to obtain their

perspective on the possible approaches to reduce

friction and improve upon the conversion rates.

Following are the report findings:

• In the four-wheeler category, friction accounts

for 26 per cent of consumer dropouts, and one-

third of this friction is caused by media

• In the two-wheeler category, friction accounts

for 34 per cent of consumer dropouts, and

nearly half of this friction is caused by media

• Mobile is expected to influence 8 out of 10 four-

wheeler, and 7 out of 10 two-wheeler purchases

by 2022

• Facebook is expected to influence nearly one in

two purchases of both four-wheelers and two-

wheelers by 2022

• Mobile could reduce media friction by 1.2 per

cent for four-wheelers, allowing the brands to

tap into about 1 million units sales opportunity

• Mobile could reduce media friction by 1.6 per

cent for two-wheelers, allowing the brands to

tap into 2.6 million units sales opportunity.

Sources:

1. Automobile sector report, IBEF , April 2017

2. SIAM Automotive mission plan 2026, SIAM

3. India Turns Tesla’s Business Model on Its Head, Bloomberg, January 2018

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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My attention

My motivation

My connection

My watch

My wallet

The purchase of a new automobile is often referred to as the quintessence of a high involvement buying process; the financial investments and personal relevance of the

automobile category suggests that four-wheeler buyers put forth much effort before making the final decision. In a significant number of cases, a consumer does months

of planning before purchasing a vehicle. The vehicle sought may act as the status symbol, or the sole source of mobility for the family. Purchase motivators range from

aspirational to functional for different consumer groups. Currently, automobile consumers are evolving rapidly and adapting to digital disruptions in the mobility industry.

Predicting the future is also not easy as we can no longer use only age as a proxy for understanding consumers.

The 5Mys framework is designed to help identify the real drivers of consumer behaviour, along with the critical trade-offs among purchase decisions across the breadth of

the consumer wallet, leading to more targeted and contextualised experiences, products and services that create value for both consumers and companies.

The 5Mys framework to understand automobile buyers

Motivational characteristics

that drive behaviours

and expectations

How do consumers balance

the constraints of time, and

change across life events

Ways consumers direct

their attention and focus

How do consumers connect

to devices, information

and each other

How do consumers adjust

their share of wallet across

life events

Source:

Me, my life, my wallet report, KPMG International, 2017

• Feeling of other family

members about the

choice being made

• Brand-led community

events, engagement

and support

• Word-of-mouth and

online medium via auto

blogs

• On-demand availability

of vehicle on pay-as-use

model

• Aspirational vs functional

vehicle

• Financial parameters

based on ‘my stage of life’

• Parts replacement offers

or bundled offers on

vehicle accessories

• Assistance in managing

cost of ownership, with

underwritten guarantees

• Financing options and

vehicle insurance options

• Offers on exchange of old

vehicle

• Targeted communication

• Relevant information

• Advocacy from trusted

sources or network

• Customised or season-

specific offers

• Perceived cost of

ownership or full deal

economics

• Reduced barriers to

owning vehicle through

disruptive business

models

• Buyback guarantee

• Vehicle upgrades or re-

sale value

• Need for personal mode

of mobility

• Need to belong to a

‘upper echelon of the

society’

• Need to upgrade to an

aspirational automobile

• Establish personal

milestone

• Mobility-as-a-service

(MaaS)-led product

offering

• Environment-friendly

vehicles

• Short waiting period for

preferred model

• First vehicle purchase

expectations of

personalised attention,

offers and assistance

• Hassle-free service

• Assistance from brand in

quick decision making

• Anticipated or emergency

after-sale service requests

• Door step service (product

delivery or test drives)

• Home pick-up and delivery

for after-sale services

Understanding the multidimensional automobile buyer

7

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Friction decoded -

Scope of opportunity

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Understanding and defining friction

Consumers prefer to follow the path of least resistance and

avoid anything that makes it challenging for them to move to

the next step or make a purchase. Traditional path to

purchase has transformed with the advent of technology,

smartphones and digital assistants, and is likely to be replaced

by personalised journeys.

Today’s consumer expects and demands convenience, speed,

automation and simplicity that were not possible a few years

ago. Any unnecessary additional effort, incremental step or

inconvenience which leads consumers to abandon their

purchase journey is defined as ‘friction’.

Friction may occur offline or online, subjecting consumers to

unnecessary waiting, queuing, clicking, typing and form filling.

On their journey, they may also have to load an application,

buffer a page, switch channels/windows or hold for service.

This can adversely impact consumer experience, which, in

turn, could affect the consumer purchase journey.

The conducted research shows that consumer pain points that

lead to friction can occur across three main stages of the

consumer journey: awareness, consideration and intent, as

listed below. Businesses may be offering friction unknowingly,

hindering the efficiency of customer experience, and in turn,

the consumer journey.

• Awareness friction: Every touch point or missing touch

point that requires prospective consumers to make any

effort to discover a brand

• Consideration friction: Every touch point or missing

touch point that requires prospective consumers to make

any effort to consider a brand

• Intent friction: Every touch point or missing touch point

that requires prospective consumers to make any effort to

purchase a brand.

Awareness

Consideration

Intent

Purchase

Discovering the

product and identifying

the need

Gathering information and

decision-making

parameters to narrow the

consideration set

Displaying realistic intention to

purchase and understanding the

purchase process

Completing the transaction

First time purchaser

of a vehicle

Repeat purchaser

to upgrade or add

a vehicle

Purchaser

Post

Purchase

Potential buyer

Awareness

friction

Consideration

friction

Path-to-purchase (P2P)

Intent friction

9

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Decoding an automobile buyer’s journey and friction across purchase

stages

Awareness

Consideration

Intent

Purchase

Post

purchase

Discover models,

brands and

category

• At the intent stage, only showroom/dealership and online touch points were evaluated in the media mix to

calculate friction

Base = 374

4%

18%

4%

26%

Media

friction

4%

1%

9%

Total

friction

Consumers who are unaware

of the category, or are

not primary decision

makers/influencers

More than two-thirds of the addressable population either

did not consider buying a four-wheeler or did not actively

contribute to decision-making process in the last one year.

Given the high investment nature of an automobile, such a

segment of population may include those who either do not

have purchasing power or have already invested in a

vehicle.

However, these individuals may turn into brand influencers

tomorrow if targeted appropriately by the brands.

Further, in today’s automobile ecosystem, there is a new

consumer persona which is brewing — the first time four-

wheeler entrepreneur — who defines a car as an asset

which can help earn money using taxi service applications;

during the off days, the four-wheeler can be used as a

personal vehicle of choice. This persona can play a very

critical role across the country as the penetration of

organised taxi market increases. The friction in this

purchase journey could be distinct. The prospect is

interested in easy financing options and regulations which

support the vehicle usage for both personal and

commercial use. While most individual buyers follow the

typical automobile path to purchase — this persona has an

angle of regulation and permits which adds another layer of

complexity for the marketer.

Awareness

friction

Aware decision

makers/influencers

Consideration

Intent

33%

11%

Purchase

All aware

Consideration

friction

Intent

friction

15%

7%

84%

Total population – 100%

Currently, only one-third of the addressable population enter the purchase funnel as aware decision-makers/influencers of four-wheelers. Of these, a significant

proportion of prospects abandon the purchase at different stages of the journey. Such dropouts could be on account of personal decision or unavailability of choice of

product, or on account of dissatisfaction caused by media touch points at some stage of the purchase journey.

One-third of total friction loss in four-wheeler purchase funnel is attributable to media-related friction loss. Highest drop out — more than half of aware decision-

makers/influencers — occurs between the awareness and consideration stages, where a prospect is looking to ‘develop an interest in the category’ and usually enters the

awareness stage with shortlisted models in mind.

=

67%

11

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Two-wheeler

Media related friction accounts for nearly half of friction loss in

two-wheeler purchase journey

• 'Deep Dive is only among 53 per cent of the population who are aware decision makers for

the two-wheeler category

• At the intent stage, only showroom/dealership and online touch points were evaluated in the

media mix to calculate friction

• Two-wheeler buyers – Aware decision makers who have purchased or tried to

purchase a two-wheeler in the last one year

• Two-wheeler considerers – Aware decision makers who have considered to

purchase a two-wheeler in the last one year, but have yet not purchased

• Two-wheeler aware non-considerers – Aware decision makers who have not

considered to purchase a two-wheeler in the last one year

Nearly half of the addressable population either did not

consider buying a two-wheeler or did not actively contribute

to the decision-making process in last one year. A large

proportion of target consumers enter the two-wheeler funnel

as compared with that of the four-wheeler category, on

account of lower price range, two-wheelers, and higher

participation of younger age groups and females in the

buying process.

Target consumer segments are, therefore, more varied for

two-wheeler brands, ranging from young students and

professionals seeking stylish vehicle, to young and mid-aged

women seeking an independence of mobility, to mid-to-high

aged middle-income group prospects seeking functional two-

wheelers as a preferred mode of mobility.

Further, with the luxury and super luxury segments in India

growing at a break-neck speed, the path to purchase a two-

wheeler is likely to witness a dramatic shift into ‘brand

communities’, which could turn into key influencer and

advocate of the brand tomorrow. While certain brands have

achieved this well, there is a significant opportunity for other

brands to use media to create and engage with such

communities.

Base = 613

6%

19%

9%

Media

friction

6%

7%

3%

34% 16%

Total

friction

Consumers who are unaware

of the category, or are not

primary decision makers

Awareness

friction

Consideration

Intent

Purchase

Consideration

friction

Intent

friction

53%

34%

28%

19%

92%

Total population – 100%

Only about a half of the addressable population enters the purchase funnel as aware decision-makers/influencers of two-wheelers, of which more than two-thirds

abandon the purchase at some stage of the purchase journey.

Two wheeler purchase journey shows considerably high friction at awareness stage, where almost more than one-in-three ‘aware decision makers/influencers’ do not

proceed to the consideration stage. Moreover, one-third of this friction loss in two-wheeler purchase funnel is caused by media-related friction. Given the relatively smaller

variance in price points of different models or categories in two-wheelers, it becomes more important for brands to capture a larger mind-share of prospects at the top of

the funnel.

Aware decision

makers/influencers

All aware

=

47%

12

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Four-wheeler

Mobile could help four-wheeler brands to tap into potential sales

opportunity of about one million units in 2022 by reducing media friction

By reducing media friction with mobile, brands can tap into

~1 million units* of sales opportunity

Note: Potential opportunity by KPMG in India is based on the potential reduction in consumer dropout. Modelling for reduction in dropouts is based on the potential friction reduction, which may

get impacted due to the usage of mobile-based media.

*This number can be achieved by reducing the friction, thus increasing the addressable market opportunity

Source:

[1] Automobile Domestic Sales Trends, SIAM; Automobile Sector report, IBEF, April 2017

[2] KPMG in India's analysis, 2018 based on data obtained from multiple industry reports and primary survey conducted by Nielsen, 2018

Media friction

observed in

purchase journey

9%

Estimated media

friction in

purchase journey

7.8%

2017

2022

e

Use of mobile in

media mix

Friction can impact marketing ROI and significantly hit a brand’s bottom line. The loss of even a single prospect can add to revenue loss, more so in case of luxury or

high-end vehicles. Each and every sale counts, and according to this study, mobile has the ability to reduce media friction by 1.2 percentage points, creating a sales

opportunity of approximately one million units between four-wheeler brands

[1][2]

.

Currently, nearly 70 per cent four-wheeler purchases are influenced by mobile, and by 2022 more than four out of five four-wheeler purchases are expected to be

influenced by mobile. Hence, it becomes imperative for marketers to strengthen their media mix by having a larger share of marketing activities on mobile. Furthermore, in

this segment, the influencer plays a key role, and past experience of purchase and after-sales service could decide the next purchase. While this report explores the path

to purchase of the sales cycle, we believe that this path is likely to have key opportunities to improve sales through enhanced consumer experience with after-sales

servicing.

13

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Two-wheeler

Mobile could help two-wheeler brands to tap into potential sales

opportunity of 2.6 million units in 2022 by reducing media friction

By reducing media friction with mobile, brands can tap into

2.6 million units* of sales opportunity

Note: Potential opportunity by KPMG in India is based on the potential reduction in consumer dropout. Modelling for reduction in dropouts is based on the potential friction reduction, which may

get impacted due to the usage of mobile-based media.

*This number can be achieved by reducing the friction, thus increasing the addressable market opportunity

Source:

[1] Automobile Domestic Sales Trends, SIAM; Automobile Sector report, IBEF, April 2017

[2] KPMG in India's analysis, 2018 based on data obtained from multiple industry reports and primary survey conducted by Nielsen, 2018

Media friction

observed in

purchase journey

16%

Estimated media

friction in

purchase journey

14.40%

2022

e

Use of mobile in

media mix

2017

Mobile has the ability to reduce media friction, and by adding mobile to the media mix, brands can improve the conversion rate. Mobile could not only enable brands to

add additional revenue, but also enhance consumer experience leading to more satisfied consumers.

In case of two-wheelers, mobile can reduce media friction by 1.6 percentage points, creating a sales opportunity of 2.6 million units between two-wheeler brands

[1][2]

.

Currently, nearly half of two-wheeler purchases are influenced by mobile, and by 2022 over 70 per cent of such purchases are expected to be influenced by mobile.

Hence, it becomes imperative for marketers to strengthen their media mix by having a larger share of marketing activities on mobile.

14

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Friction mapping -

Understanding

friction

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15

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Nearly 7 out of 10 people face friction on print, outdoor and radio at

the top of four-wheeler purchase funnel

Base = 374

Four-wheeler buyers — Aware decision makers who have purchased or tried to purchase a four-wheeler in the

last one year

Four-wheeler considerers — Aware decision makers who have considered to purchase a four-wheeler in the

last one year, but have yet not purchased

Four-wheeler aware non-considerers — Aware decision makers who have not considered to purchase a four-

wheeler in the last one year

Note:

* Online includes top five media touch points accessed by respondents at respective

stage of the journey

** At the intent stage, only showroom/dealership and online touch points were evaluated

in the media mix to calculate

Media

friction

4%

1%

Four-wheeler

9%

Consideration

Intent

33%

11%

Purchase

All aware

Consideration

friction

Intent

friction

15%

7%

84%

Total population – 100%

Awareness

friction

Aware decision

makers/influencers

Awareness friction

Base - Respondents who are category aware and decision makers

Consideration friction

Base - Respondents at consideration stage

Intent friction

Online*

65%

Base — Respondents at intent stage**

Radio

67%

Print

60%

Outdoor

58%

Online*

56%

Television

51%

Showroom/dealership

19%

Print Outdoor

100% 100%

Radio

72%

Online*

60%

Television

48%

Showroom/dealership

27%

Showroom/dealership

27%

About 90 per cent media-led friction is observed at the awareness (4 per cent) and intent (4 per cent) stages. Print, outdoor and radio contribute to maximum friction at

top of the funnel, which increases drastically as prospects move ahead in the purchase journey. Furthermore, automobile purchase is a high engagement decision, and

prospects usually enter the funnel with a pre-decided set of options and decision parameters. Brand communications often address these parameters at the awareness

stage in order to differentiate from other brands, and further reinforce them at the point of sales, potentially leading to low friction at the consideration stage.

However, consideration stage onward, consumers seek further level of detailed information on shortlisted models, which static media touch points are not designed to

fulfil. Online media, on the other hand, are more appropriately positioned to offer targeted content to consumers at each stage of the journey. Leading global automobile

brands have launched online portals — to implement a full-funnel strategy — which act as singular source for meeting consumers’ expectations regarding education on

models, and providing incentives — including exchange offers on pre-owned cars — for successfully closing the lead.

=

17

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Awareness friction

Base - Respondents who are category aware and decision makers

Consideration friction

Base - Respondents at consideration stage

Intent friction

Showroom/dealership

46%

Base — Respondents at intent stage**

Radio

71%

Online*

66%

Outdoor

62%

Print

61%

Television

57%

Showroom/dealership

23%

Print Outdoor

100% 100%

Radio

82%

Online*

68%

Television

57%

Showroom/dealership

23%

Online*

69%

Print, outdoor and radio lead to friction for nearly 3 out of 4 people in

two-wheeler purchase funnel

Base = 613

Note:

* Online includes top five media touch points accessed by respondents at

respective stage of the journey

** At the intent stage, only showroom/dealership and online touch points were

evaluated in the media mix to calculate

Two-wheeler buyers – Aware decision makers who have purchased or tried to purchase a two-wheeler in the

last one year

Two-wheeler considerers – Aware decision makers who have considered purchasing a two-wheeler in the last

one year, but have yet not purchased

Two-wheeler aware non-considerers – Aware decision makers who have not considered purchasing a two-

wheeler in the last one year

Two-wheeler

6%

7%

3%

16%

Awareness

friction

Consideration

Intent

Purchase

Consideration

friction

Intent

friction

All aware

53%

34%

28%

19%

92%

Total population – 100%

Aware decision

makers/influencers

For two-wheelers, awareness and intent stages together cause 80 per cent of media friction, with the intent stage contributing to more than 40 per cent of media friction

loss. Currently, most online platforms display technical specifications of vehicles, with little focus on ‘relevance’ to specific needs or aspirations of prospects. While

traditional media such as print and outdoor leave nearly 75 per cent of prospects dissatisfied, almost 70 per cent two-wheeler prospects, who access digital channels at

any stage of the journey, also face friction. An average automobile buyer in India is not well versed with technical specifications of automobile and seeks a vehicle that

matches his/her personality, aspirations, financial constraints, fuel efficiency and other functional benefits. Digital channels have the potential to address such needs of

automobile buyers, especially consideration stage onward, which traditional media is unable to address. Brands, therefore, could leverage full potential of digital medium

in managing the transition from capturing the mind-share of consumers, to fulfilling the decision parameters, and finally, assisting in closing the purchase. Several

automobile players have started graduating their booking or lead generation platforms into engagement platforms which are designed with a ‘mobile first’ view driving

deep user engagement on feature awareness and integrating into the omni-channel sales network.

=

Media

friction

18

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Women expect sales assistance, while men want swift response from

four-wheeler brands

Note: At the intent stage, only showroom/dealership and online touch points were evaluated in the

media mix to calculate friction

[1] A look into men and women’s car preferences, Manila Times, March 2016

[2] Shifting gears-women in the driver’s seat, Nielsen Insights, March 2014

Aware decision makers/

influencers

Consideration

Intent

Purchase

Male

Prospect does not know what to

do next after watching ads

Prospect finds too little

information from ads

Too many brands are advertised

No expert advice/

answers available

Not able to easily contact the

brand or showroom/dealership

representative

Did not get response from brand

or showroom/dealership after

expressing interest

Total population – 100%

Awareness

friction

Consideration

friction

Intent friction

23%

5%

4%

32%

Female

14%

7%

4%

2%

Prospect is not able to touch and

feel the car

Did not get response from the

brand or showroom/dealership

after expressing interest

Prospect finds too little

information from ads

Prospect did not pay enough

attention to ads

No expert advice/answers available

Too many brands are advertised,

and offer communication which is

unclear

7%

2%

3%

12%

Awareness

friction

Consideration

friction

Intent friction

23% 26%

28%

30%

19% 17%16% 27% 17%24%

9% 22%

5% 20%

Outdoor Print Television Digital

medium

Media with highest contribution to top two friction points

Showroom/

dealership

Radio

Legend

= =

% Media friction

While women may not overly indulge into knowing all features, they continue to ask for stronger brand connect during the intent and purchase phases. Their tendency to

ignore advertisement at the top of the funnel indicates that one-size-fits-all approach is not effective in automobile marketing. Brand communication contextualised to

women’s decision parameters could result in higher conversion at the top of the women funnel, translating into significant market opportunity for brands. Leading luxury

car brands around the globe are engaging with women drivers not only through their four-wheeler advertisements, but also by expanding their brands to fashion

accessories targeted at women, as the brands have realised the growing extent of influence of women in a four-wheeler-buying decision

[1]

. Functionally, women value

space, convenience, interiors and safety more

[2]

. After commencing purchase journey, women prospects seek more assistance with the purchase, given the highly

technical nature of content on most media channels. On the other hand, men focus more on engine power and mileage. Men appreciate timely response from brands and

prefer validating their own research through one-on-one interaction with brand representatives. Differentiated communication for men and women could provide better

results to automobile brands in capturing attention of their target consumers.

Four-wheeler

41%

18%

14%

9%

19

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Men seek assisted buying while women seek utility based

communication for two-wheeler purchase

Note: At the intent stage, only showroom/dealership and online touch points were evaluated in the

media mix to calculate friction

[1] Urbanisation, rising women users, better roads add speed to two-wheeler sales, The Economic

Times, May 2017

Outdoor Print Television Digital

medium

Media with highest contribution to top two friction points

Showroom/

dealership

Radio

Legend

Aware decision makers/

influencers

Consideration

Intent

Purchase

Prospect does not know what to

do next after watching ads

Prospect finds too little

information from ads

Too many brands are advertised

No expert advice/

answers available

Not able to easily contact the

brand or showroom/dealership

representative

Did not get response from brand

or showroom/dealership after

expressing interest

Total population – 100%

25%

11%

8%

44%

Prospect is not able to touch and

feel the car

Did not get response from the

brand or showroom/dealership

after expressing interest

Prospect finds too little

information from ads

Prospect did not pay enough

attention to ads

No expert advice/answers available

Too many brands are advertised,

and offer communication which is

unclear

17%

4%

3%

24%

Male Female

=

% Media friction

% Media friction % Media friction

33% 29%

26%

30%

8% 25%

38% 21%

29%

23%22%

Two-wheeler

Two-wheeler category observes higher involvement of women as compared to that of four-wheelers. Scooter category among two-wheelers has seen 20 per cent CAGR

in sales between 2012 and 2017

[1]

, which is gaining momentum on the backdrop of increasing propensity of women drivers. Women making two-wheeler purchase look

out for specific product information, test drive and financing options, as they move down the funnel. Four-wheeler category could extend the learning from two-wheelers,

where women-centred product designs and marketing campaigns successfully create a targeted market for women.

Men display a clear preference for models or brands that they have already shortlisted as they enter the consideration stage. Unlike women, who evaluate two-wheelers

on utility, safety and basic preferences on exteriors, men seek more technical, performance-based information, and may consider exterior looks and style statement of the

vehicle as an important parameter for decision-making. Men, therefore, seek more expert advice and direct interaction with brands to validate their decision parameters.

Responsiveness and consumer centricity from brands could differentiate their offerings for male prospects.

68%

43%

35%

24%

32%

15%

12%

8%

Awareness

friction

Consideration

friction

Intent friction

Awareness

friction

Consideration

friction

Intent friction

20

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Lack of contextualisation to age-specific needs causes high friction at

the top of the funnel

Consideration

Intent

23%

11%

8%

Purchase

3%

39%

18%

13%

8%

18–24 years

21%

5%

25–34 years 35–49 years

Aware decision

makers/influencers

31%

14%

11%

7%

3%

17%

4%

Total population

100%

Total population

100%

Total population

100%

Outdoor Print Television Digital

medium

Media with highest contribution to top-two friction points

Showroom/

dealership

Radio

Legend

Note: At the intent stage, only showroom/dealership and online touch points were evaluated in the

media mix to calculate friction

Friction points for

18–24 years

Friction points for

25–34 years

Friction points for

35–49 years

Prospect does not pay

enough attention to ads

Prospect finds too little

information from ads

Prospect does not know what

to do next after watching ads

Prospect does not pay

enough attention

to ads

Prospect finds too little

information from ads

Prospect does not know what

to do next after

watching ads

Too many brands are

advertised

Prospect does not get all the

required information and does

not trust the medium

Too many brands are

advertised

No expert advice/

answers available

Prospect finds it difficult to

browse required information

Too many brands are

advertised

Preferred car was not available

for test drive

Prospect did not get response

from the brand or

showroom/dealership after

expressing

interest

Not able to easily contact the

brand or showroom/dealership

representative

Did not get response from the

brand or showroom/dealership

after expressing

interest

Preferred car was not available

for test drive

Did not get response from the

brand or showroom/dealership

after expressing interest

12%

3%

5%

18%19%

12% 19%

26% 32% 21%21% 20%

23%23%26%

13% 23% 8% 22%

33% 20%

34% 31%

= =

24% 31%20%

% Media friction

Four-wheeler

In case of four-wheelers, 35 to 49-year-old prospects are most likely to pursue a purchase. However, they are also less tolerant to friction as nearly 80 per cent of both

age groups — 25–34 years and 35–49 years — abandon their purchase after commencing the journey. These potentially high-value prospects seek a clear direction

toward next steps after watching an advertisement, and once they have shortlisted a vehicle, they seek only targeted information. While the younger population is usually

making their first four-wheeler purchase and, therefore, seek assistance, the middle aged group, i.e., 35–49 years, are more likely to have a pre-decided four-wheeler

model and appreciate one-to-one interaction with the concerned brand to close the deal. These days, most advertisements on traditional channels of print and outdoor

are templatised and, hence, lack differentiation for different age-groups; this leads to nearly 50 per cent friction loss among both 25-34 and 35-49 years age-group

prospects at the awareness stage itself. Furthermore, disruptions in the market through Mobility-as-a-Service (MaaS) model are inspiring young prospects to defer their

purchase decision. Hence, the role of marketing is likely to become pivotal in engaging the new-generation consumers to new business models, which could help drive

consumer life cycle value even after the purchase is complete.

21

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Young prospective buyers abandon purchase at the final stage due to

lack of information on financing options

Outdoor Print Television Digital

medium

Media with highest contribution to top-two friction points

Showroom/

dealership

Radio

Legend

Note: At the intent stage, only showroom/dealership and online touch points were evaluated in the

media mix to calculate friction.

Consideration

Intent

55%

32%

28%

Purchase

19%

50%

28%

20%

13%

18–24 years

22%

8%

7%

25–34 years 35–49 years

Aware decision

makers/influencers

55%

41%

35%

25%

6%

14%

10%

Total population

100%

Total population

100%

Total population

100%

23%

4%

9%

= =

30% 37%36%

Friction points for

18–24 years

Friction points for

25–34 years

Friction points for

35–49 years

Prospect does not know what

to do next after watching ads

Prospect did not find ads

visual enough

Prospect finds too little

information from ads

Prospect does not know what

to do next after watching ads

Prospect did not find ads

visual enough

Prospect does not know what

to do next after watching ads

Too many brands are

advertised

Prospects does not get all the

required information

No expert advice/

answers available

Prospects does not get all the

required information

No expert advice/

answers available

Offer communication is unclear

Preferred two-wheeler was not

available for test drive

Did not get response from the

brand or showroom/dealership

after expressing interest

Not able to easily contact the

brand or showroom/dealership

representative

Prospect did not get enough

information on financing options

Preferred two-wheeler was not

available for test drive

Prospect did not get enough

information on financing

options

19% 19%

14% 29%

19%26%29%36%

25% 31%

9% 23%21% 27%

33%36%

25% 23%

% Media friction

28%

19%

Two-wheeler

For two-wheelers, 25- to 34-year-old age group is most likely to culminate into a successful purchase, with nearly one in two aware decision makers/influencers

completing their purchase journey. This age group seeks more information about the product throughout the product journey. The 18–24 years and 35–49 years

prospects, on the other hand, expect additional advice from experts or information on shortlisted set of brands or models and prefer to physically test the product to arrive

at an informed decision. Although automobile advertisements are not often targeted at 18–24 years consumers, this age group is equally likely to enter the two-wheeler

purchase funnel. As the average age of consumers across categories in India dips, brand communication and media channels targeted at 18–24 years could generate

significantly greater number of leads at the top of the funnel. Furthermore, both 18–24 years and 25–34 years consumers seek information on financing options, as they

are more likely to be either young professionals buying their first vehicle independently or students taking the role of decision makers while family supports the purchase

financially. Innovative business models or alliances to offer and communicate attractive financing options could reduce significant proportion of media friction at the final

stages of the purchase.

22

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For NCCS A, lack of expert advice and difficulty in contacting a

brand’s showroom/dealership can lead to dropouts

Note: At the intent stage, only showroom/dealership and online touch points were evaluated in the media

mix to calculate friction.

Note: NCCS- New Consumer Classification System

Source:

[1] Socio-economic classification 2011, The new SEC system, Media Research Users Council, May 2011

Aware decision

makers/influencers

Consideration

Intent

Purchase

NCCS A

Prospect finds too little

information from ads

Prospect does not know what to

do next after watching ads

Too many brands are advertised

No expert advice/

answers available

Did not get response from the

brand or showroom/dealership

after expressing interest

Not able to easily contact the

brand or showroom/dealership

representative

Total population – 100%

20%

6%

5%

31%

NCCS B

Did not get response from the

brand or showroom/dealership

after expressing interest

Brand representative could not

address all queries

Prospect does not know what to

do next after watching ads

Prospect did not pay enough

attention to ads

No expert advice/

answers available

Too many brands are advertised,

and offer communication is unclear

14%

1%

2%

17%

27% 26% 17% 25%

17% 22%16% 15%27%

9% 23% 9% 0%

Outdoor Print Television Digital

medium

Media with highest contribution to top two friction points

Showroom/

dealership

Radio

Legend

=

% Media friction

Given the high-value nature of the product, an NCCS A person is 10x more likely to purchase a four-wheeler than an NCCS B person. However, NCCS B constitutes

around twice the number of households as NCCS A does

[1]

, and therefore, the former could provide attractive opportunities for entry-level four-wheelers. Innovative

financial products and marketing strategies that address the ‘affordability’ constrains of NCCS B become key differentiator in creating a larger pipeline of NCCS B leads.

Nearly half of NCCS A and more than three-fourths of NCCS B prospects drop out at the awareness stage itself. Both socio–economic groups seek more information on

the product, clear advice on next steps of the purchase journey and expert opinion to assist them in making decision as they move down the purchase funnel. However,

print, outdoor and radio media are perceived inadequate at the awareness stage in gathering requisite information for moving ahead in the journey; at the consideration

stage, they fail to understand and provide selective information for the considered set of vehicles or models or brands in consumers’ mind. Contextualisation of

messaging by integrating ‘personalised content’ with expert reviews and clear call-to-action (CTA) can lessen a wide array of friction areas among NCCS A and B

prospects alike.

Four-wheeler

41%

21%

16%

10%

18%

4%

2%

1%

Awareness

friction

Consideration

friction

Intent friction

Awareness

friction

Consideration

friction

Intent friction

23

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Relevant information — Key ask of NCCS B buyers for two-wheeler

category

Note: At the intent stage, only showroom/dealership and online touch points were evaluated in the

media mix to calculate friction.

Note: NCCS- New Consumer Classification System

Aware decision

makers/influencers

Consideration

Intent

Purchase

NCCS A

Prospect finds too little

information from ads

Prospect does not know what to

do next after watching ads

Prospects does not get all the

required information

No expert advice/answers

available

Not able to easily contact the

brand or showroom/dealership

representative

Prospect did not get enough

information on financing options

Total population – 100%

22%

11%

7%

40%

NCCS B

Not able to easily contact the

brand or showroom/dealership

representative

Did not get response from the

brand or showroom/dealership

after expressing interest

Prospect does not know what to

do next after watching ads

Prospect did not pay enough

attention to ads

No expert advice/

answers available

Offer communication is unclear; too

many brands are advertised

15%

6%

4%

25%

32% 30% 35% 30%

26% 28% 17%16%

10% 25% 17% 7%

Outdoor Print Television Digital

medium

Media with highest contribution to top two friction points

Showroom/

dealership

Radio

Legend

=

16%

% Media friction

Two-wheeler

NCCS A prospects are more than five times likely to complete a two-wheeler purchase as compared to NCCS B prospects. One in six NCCS B prospects abandon the

purchase due to friction. However, NCCS B prospects are 66 per cent more likely to commence a two-wheeler purchase journey, than the four-wheeler one. NCCS B

consumers need more targeted and contextualised communication which grabs their attention, and provides transactional incentives — such as a value-for-money deal

with a lower full-deal economics. Targeted information and response from the brand hold more importance for NCCS B prospects, than financing support. Further, being

more risk-averse, NCCS B prospects are likely to have longer replacement cycle of their existing two-wheeler and defer their planned purchase until they save sufficient

wealth to support financing of the vehicle. Advertisement recall and ad contextualization catering to customer’s needs could lead to immediate locking of prospective lead

while enhancing customer experience significantly. NCCS A consumers, on the other hand, feel the lack of streamlined system does not enable their movement from one

stage of the purchase journey to another.

67%

45%

38%

27%

30%

15%

11%

5%

Awareness

friction

Consideration

friction

Intent friction

Awareness

friction

Consideration

friction

Intent friction

24

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Consumers need more information — direct them to a digital

platform to fulfil information needs at awareness stage

Top friction points Television Print Outdoor Radio

Showroom/

dealership

Online*

Prospect finds too little

information from ads

Prospect does not know

what to do next after

watching ads

Prospect did not pay

enough attention to ads

Ads are not visual enough

I do not trust this medium

* Online includes top five media touch points accessed by respondents at respective stage of the journey

[1] How Tesla’s new-age marketing builds overall consumer EV awareness, Teslarati.com, January 2017

Awareness

Consideration

Intent

Purchase

43%

42%

39%

37%

29%

28%

13%

16%

9%

8%

26%

22%

17%

14%

5%

22%

12%

9%

22%

30%

17%

16%

7%

3%

6%

4%

5%

9%

12%

17%

15%

13%

11%

Percentage of respondents experiencing the mentioned

friction in respective media touchpoints

%

Media with lowest friction for the given friction point Media with highest friction for the given friction point

Medium causing high friction

Four-wheelers: Awareness friction

At the awareness stage, content offered by brands must not only visually entrench the vehicle in target consumers’ mind, but also establish brand identity on the

foundation of trust, while providing sufficient information and direction to drive consumers to the next stage of purchase journey. Traditional medium such as television,

print and radio are less efficient in providing detailed information to the prospect and garnering attention from specific target markets in a cost-effective manner. Social

media platforms, consumer analytics and tools such as 360° video / AR / VR could both personalise a brand communication and provide engaging information to

prospective consumers at the top of the funnel.

Discrepancy between the content viewed in ad and the product at showroom/dealership, or lack of ownership of the content from the brand are instances of common pain

points that lead to lack of trust on source of information at top of the funnel. Online information portal, user community, digital forums for information sharing and referral

programmes are few tools that some leading organisations, such as Tesla, have successfully used to create a buzz around new launches and capture consumers’ mind

share at top of the funnel

[1]

.

25

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Keep it personalised and non-intrusive to reduce friction at

awareness stage

Top friction points Television Print Outdoor Radio

Showroom/

dealership

Online*

Prospect does not know

what to do next after

watching ads

Prospect finds too little

information from ads

Ads are not visual

enough

Prospect did not pay

enough attention to ads

Ads were intrusive

* Online includes top five media touch points accessed by respondents at respective stage of the journey

[1] Instagram case study: Harley Davidson uses carousel cartoons to win over adventurous Australians, Digital Training Academy, 2016

Awareness

Consideration

Intent

Purchase

38%

37%

35%

34%

29%

Percentage of respondents experiencing the mentioned

friction in respective media touchpoints

%

Media with lowest friction for the given friction point Media with highest friction for the given friction point

Medium causing high friction

17%

33%

15%

14%

8%

31%

34%

18%

21%

12%

25%

26%

14%

13%

16%

37%

20%

21%

28%

16%

7%

4%

7%

5%

22%

18%

20%

21%

15%

Marketers must evaluate how to use digital real estate, without obstructing intended consumption of content. Push notifications from apps, e-mails advertisements and

forwarded messages on messenger apps usually broadcast unwarranted information to a large segment of consumers. They are therefore perceived as intrusion. Brand

channels on video portals or social media platforms, digital tools such as 360° videos, credible information on auto-portals and engaging mobile optimised content could

capture the attention of prospects without breaching their personal digital space. For instance, in Australia and New Zealand, Harley Davidson used Instagram for

creating localised content in the form of carousal cartoons by engaging local Australian artists. Such content resonated with the identity of the brand, and successfully

achieved reach among 1.4 million 18- to 35-year-old men within two weeks

[1]

Two - wheelers: Awareness friction

26

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Identify leads and target them with appropriate information

at consideration stage

Top friction points Television Print Outdoor Radio

Showroom/

dealership

Online*

Too many brands are

advertised

No expert advice/

answers available

Prospect does not trust

the medium as source of

information

Offer communication is

unclear

Prospect does not get

all the required

information

* Online includes top five media touch points accessed by respondents at respective stage of the journey

[1] Digital Advertising in India 2018, Dentsu Aegis Network

Awareness

Consideration

Intent

Purchase

46%

42%

41%

40%

39%

Percentage of respondents experiencing the mentioned

friction in respective media touch points

%

Media with lowest friction for the given friction point Media with highest friction for the given friction point

Medium causing high friction

14%

30%

8%

7%

11%

31%

34%

15%

37%

22%

16%

18%

14%

17%

7%

17%

21%

11%

13%

9%

17%

15%

19%

14%

10%

13%

12%

19%

At this stage, businesses aim at converting the acquired leads into prospective buyers by communicating personalised product suggestions, relevant offers and service

offerings, which is suitable to meet their needs and wallet. An abundance of information or multiple product advertisement would make it difficult for prospects to assess

their options at this stage, leading to dissatisfaction. While print and outdoor, together, consume more than 40 per cent of market budget of automobile brands

[1]

, primarily

aimed at creating larger mind-share, their efficacy beyond awareness stage gets limited in terms of providing in-depth analysis, expert opinions and vehicle comparisons to

consumers. In addition, using the same digital creative or brand communication as full funnel strategy has undermined the needs of consumers at different stages of their

purchase journey, leading to high friction from digital channels when it comes to gathering more information about the vehicle. Brands could deploy creative ideas targeted

at different stages of the purchase journey. Digital platforms are excellent tools — to identify a prospect who has moved to the consideration stage by analysing his/her

digital footprints and then provide immersive and sequential content to equip the prospects for moving ahead in the purchase journey.

Four-wheelers: Consideration friction

27

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Resolve queries and highlight offers to increase conversion

rate for two-wheelers at consideration stage

Top friction points Television Print Outdoor Radio

Showroom/

dealership

Online*

No expert advice/

answers available

Offer communication is

unclear

Prospect does not get

all the required

information

Too many brands are

advertised

Not able to compare

across brands/models

* Online includes top five media touch points accessed by respondents at respective stage of the journey

[1] How Royal Enfield Is Engaging On Social Media, Lighthouse Insights, October 2012

39%

38%

37%

35%

Percentage of respondents experiencing the mentioned

friction in respective media touchpoints

%

Media with lowest friction for the given friction point Media with highest friction for the given friction point

Medium causing high friction

Awareness

Consideration

Intent

Purchase

35%

12%

13%

17%

12%

30%

18%

21%

29%

13%

24%

23%

16%

12%

23%

26%

18%

24%

18%

3%

2%

7%

5%

7%

17%

16%

24%

19%

18%

Among two-wheeler prospects, traditional medium fail in both differentiating the brand from competitors and offering relevant information which could assist to graduate to

the intent stage. Further, more than one-fifth of those who accessed online channels reported that they lag in providing either detailed information on models or

comparison of brands and models. These prospects have limited set of models under consideration, which they compare on functional, technical, and value-for-money

benefits, without getting confused with unwarranted information on or exposure to new brands. Brands can leverage digital to identify and flag leads at different stages of

the journey, and supply them appropriate information. In addition to auto-portals, brand-hosted content on website and social media channels, including brand

community, can anchor the brand or model in the prospect’s mind by providing relevant and easy-to-comprehend information. For example, Royal Enfield uses digital

channels, including social media, video platforms and web search to host content around the brand, products and lifestyle of its community in various formats

[1]

. Brands

could utilise digital channels to also engage with their prospective buyers and generate personalised, analytics-based offers for them — in kind or as cash discounts —

that address the prospects’ latent needs.

Two - wheelers: Consideration friction

28

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Keep your showroom/dealership contacts updated, make it

easy for consumers to reach them at the intent stage

Top friction points

Showroom/

dealership

Online*

Not able to easily contact brand or

showroom/dealership representative

Did not get response from the brand or

showroom/dealership after expressing

interest

Preferred car was not available for test

drive

Representative could not address all my

queries

Prospect did not get enough information

on financing options

* Online includes top five media touch points accessed by respondents at respective stage of the journey

[1] Introducing Messenger Platform 2.2: New Customer Chat and Improved Engagement Tools, messenger.fb.com, November 2017

[2] Jeep India: Going off-road to drive sales with Facebook video ads, Facebook business, Extracted in May 2018

Awareness

Consideration

Intent

Purchase

51%

49%

45%

Note: At the intent stage, only showroom/dealership and online touch points were evaluated in the media mix to

calculate friction

% — Percentage of respondents experiencing the mentioned friction in respective media touch points

7%

10%

7%

5%

11%

22%

21%

24%

16%

18%

During the intent stage, the consumer expects responsive assistance in completing the purchase. The intent stage leads have high level of buying intent and losing them

can impact a brand’s ROI significantly. OEMs and technology players have already tested leading solutions for managing leads that provided immediate and measurable

results. In November 2017, Facebook released closed beta version of messenger platform 2.2 with customer chat plugin that allows advertisers to continue a single

conversation thread with customers on their business websites and in messenger across mobile, tablet and desktop –which helps in conversation continuity

[1]

. Jeep ran a

Facebook campaign to launch Jeep Compass, and received 55 per cent of its online bookings from Facebook

[2]

.

Brands could leverage such tools, coupled with machine-learning-based insights about the prospect to understand the probability of sale-closure with better accuracy,

and then smoothly transition such prospect from awareness to purchase stage. Commercialised technologies, such as 360° videos, Augmented Reality (AR) and Virtual

Reality (VR), can help engage a prospect at the top of the funnel, complemented by test drive for providing prospects with the essential touch-and-feel experience at the

bottom of the funnel, enhancing their overall experience while potentially improving the cost of acquiring consumers.

Four-wheelers: Intent friction

29

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Two wheeler prospects also demand a test drive to finalise a

deal at the intent stage

Top friction points

Showroom/

dealership

Online*

Not able to easily contact brand or

showroom/dealership representative

Prospect did not get enough information

on financing options

Representative could not address all my

queries

Did not get response from the brand or

showroom/dealership after expressing

interest

Preferred two-wheeler was not available

for test drive

* Online includes top five media touch points accessed by respondents at respective stage of the journey

[1] KTM India: Revving up sales with the Facebook collection ad format, Facebook business, Extracted in May 2018

Awareness

Consideration

Intent

Purchase

40%

39%

38%

Note: At the intent stage, only showroom/dealership and online touch points were evaluated in the media mix to

calculate friction

% — Percentage of respondents experiencing the mentioned friction in respective media touch points

7%

12%

9%

8%

24%

30%

18%

23%

25%

19%

Among two-wheeler prospects, higher dissatisfaction from ‘showroom/dealership’ on account of ‘unavailability of preferred vehicle for test drive’ indicates relative failure of

the offline channels to address the needs of prospects. Showroom/dealership and digital channels are crucial touch points for any brand at this stage of the purchase

journey. Often sales representatives lack the understanding of ‘brand perception’ among consumers, and fail to effectively manage specific queries of the prospects.

Consistency in messaging from the dealer with brand communication at the top of the funnel also becomes important at this stage. Currently, two-wheeler dealers perceive a

consumer walk-in as a near-certain sale, and therefore tend to emphasise lesser on test-drive. Investing in in-shop demonstrators training, enabling them with digital devices,

chat services, omni-channel play and deployment of 360° video / AR- / VR-based solutions at the top of the funnel to complement physical test drive at the intent stage can

help ease the friction. KTM India used the Facebook collection ad format as part of a full-funnel strategy to increase brand and business impact. The collection ad format

used by KTM allowed users to browse products, and learn more about their features. KTM complemented this with 180° tilting canvas ads that offered a call-to-action button,

allowing people to browse more information and book test drive. The strategy generated 10-point lift in ad-recall and 70 per cent of sales from leads so created

[1]

.

Two - wheelers: Intent friction

30

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Purchase channel preference Key activities — post purchase

Digitally enabled direct at home services could differentiate

consumers experience

Touch and feel still remains one of the key factors influencing offline purchase. Brands, by strategically leveraging consumer-friendly digital technologies and adopting omni-

channel strategies, can either replicate or complement the offline experience to amplify consumer experience. For instance, migrating documentation procedures online,

eliminating the need for consumers to visit showroom/dealership for pre- and post-purchase formalities could, in effect, reduce the number of visits required to

showroom/dealership, while enriching the experience and engagement of the buyer with the brand. Since test drive and touch-and-feel experience are inevitable in

automobile purchase, process of booking test drives, responsiveness from dealers and turn-around-time (TAT) in addressing consumers’ requests are key activities where

digital can make the process more efficient, cost-effective and consumer-centric. Integrated lead management to establish a single view of prospect at brand level for both

first-time and repeat purchases is also a key to executing consumer centric full-funnel marketing strategy. Training, coaching and consulting of dealer network personnel

(including sales, after-sales, systems and processes) can further drive effective consumer communication and resolution of their queries.

As per the report, after the purchase more than 70 per cent of buyers are expected to become advocates of the brand or vehicle, and more than 50 per cent directly

recommend their purchase. Such advocacy plays the most quintessential role in generating valuable leads. A buyer’s experience across the purchase funnel, therefore, can

not be ignored. Brands can actively engage with consumers in post-purchase promotional activities and use the power of social media to spread positive sentiments around

the brand and/or product. Automobile brands have the a distinct avenue of after-sales service to interact with their consumers. Brands could leverage digital platforms to

follow-up and engage with buyers, creating a sustainable, cost-effective brand equity in the process.

Purchasers

[1] Client Interaction; KPMG in India's analysis, 2018 based on data obtained from multiple industry reports and primary survey conducted by Nielsen, 2018

Why

purchase

offline?

Ability to touch

and feel the product

Prompt availability of

product

Convenience of

location

59%

52%

39%

Prompt availability of

product

56%

Ability to touch

and feel the product

55%

Convenience of location,

brand/store trust

47%

78%

56%

51%

45%

40%

Recommended

the purchase to

others

Discussed the purchase

with my friends, family

members

Visited the service

centre

Called the brand’s

call centre

Wrote review about

the four-wheeler online

58%

57%

38%

Recommended

the purchase to

others

Called the brand’s

call centre

Visited the service

centre

32%

67%

Wrote review about

the two-wheeler online

Discussed the purchase

with my friends, family

members

Augmenting the role of dealers

Notification and

reminder for

periodic

servicing

Integrated

servicing for

part

replacements

Vehicle

upgrade and

referral offers

Brand engagement

through community

management and

cross-sell of

accessories

On-demand

road-side

assistance and

online DIY

manual

Two-wheelerFour-wheeler

31

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Friction busting -

Increasing sales

opportunity with

mobile

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32

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Mobile influence

Mobile is expected to influence about 8 in 10 four-wheeler purchases

by 2022e

Sources:

[1] [2] Internet users to touch 420 million by June 2017: IAMAI report, The Economic Times, May 2017; Internet users in India expected to reach 500 million by June: IAMAI, Economic Times,

February 2018; eMarketer Forecasts Strong Growth in Facebook Users in India, eMarketer, June 2017

[3] Automobile Domestic Sales Trends, SIAM; Automobile Sector report, IBEF, April 2017;

[2][4] KPMG in India's analysis, 2018 based on data obtained from multiple industry reports and primary survey conducted by Nielsen, 2018

2.2x

4.5 million

2017 2022

e

[2]

2.1 million

64%

71%

75%

68%

78%

84%

86%

81%

2.5x

2.6 million

2017 2022

e

[2]

1.1 million

30%

36%

50%

35%

41%

48%

60%

47%

Facebook influence

Average

influence

Awareness

Consideration

Intent

Average

influence

Awareness

Consideration

Intent

By 2022, mobile internet users in India are expected to rise to 677 million, up from 420 million users in 2017

[1]

. Nearly 80 per cent of four-wheeler purchases in 2022 are

expected to be mobile influenced, while nearly one out of two purchase is expected to be Facebook influenced — both more than double the current levels. This growth is

expected to be driven on the backdrop of organic penetration of internet, social media and digital technologies over the next five years. Brands, therefore, have 4.5 million

four-wheelers

[3][4]

worth of incentive to re-look at to implement their marketing strategies, and adapt to the fast-evolving mobile-first internet economy of India.

Four-wheeler

Sales

Opportunity

within

category

Sales

Opportunity

within

category

33

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About 7 in 10 two-wheeler purchases in 2022e are expected to be

mobile influenced

Sources:

[1] Automobile Domestic Sales Trends, SIAM; Automobile Sector report, IBEF, April 2017;

[2][3] KPMG in India's analysis, 2018 based on data obtained from multiple industry reports and primary survey conducted by Nielsen, 2018

[3] Internet users to touch 420 million by June 2017: IAMAI report, Economic Times, May 2017; Internet users in India expected to reach 500 million by June: IAMAI, Economic Times, February

2018; eMarketer Forecasts Strong Growth in Facebook Users in India, eMarketer, June 2017

Mobile influence

2.3x

21.0 million

2017 2022

e

[3]

9.1 million

51%

54%

53%

52%

66%

69%

66%

68%

2.4x

13.9 million

2017 2022

e

[3]

5.8 million

31%

32%

38%

33%

42%

44%

50%

45%

Facebook influence

Average

influence

Awareness

Consideration

Intent

Average

influence

Awareness

Consideration

Intent

By 2022, nearly 70 per cent of two-wheeler purchases are expected to be mobile influenced, while nearly one out of two two-wheeler purchases in 2022 are expected to be

Facebook influenced — both more than double the current levels. This growth is expected to be driven on the backdrop of organic penetration of internet, social media and

digital technologies over the next five years. Brands, therefore, have a 21 million bikes

[1][2]

and scooters worth of incentive to re-look at to implement their marketing

strategies, and adapt to the fast-evolving mobile-first internet economy of India.

Two-wheeler

Sales

Opportunity

within

category

Sales

Opportunity

within

category

34

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

35

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Methodology - Friction reduction by

enhancing the media mix

Interpret media-related friction individually at

each stage of the journey - awareness,

consideration and intent

Calculate potential friction reduction

opportunity for areas where mobile can

help bring down frictions

Calculate potential opportunities for a brand

to reduce frictions in future by enhancing

mobile in the media mix

Recommend feasible and scalable approaches

on the basis of identified friction areas and

possibility of technology fitment

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36

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

Mobile has a potential to reduce media friction by 1.2 percentage

points along the purchase journey for four-wheelers

Note: KPMG in India's analysis, 2018 based on primary survey conducted by Nielsen, 2018

For all three stages — awareness, consideration and intent — the reduction in friction on offline media is based on the weighted average of friction

scores for all online media, obtained from primary research.

The calculation took into account the reduction in friction that could be achieved if offline friction percentages are replaced with the weighted averages of

online media. It has been assumed that the values of online media can be used as proxy for mobiles since nearly 80 per cent of the online usage was reported to be on mobile devices.

2017

Media

friction

2022

e

Media

friction

Friction points

2022

e

Media

friction

2017

Media

friction

Friction points Friction points

14% 22% 10%

Awareness friction Consideration friction Intent friction

2017

Media

friction

2022

e

Media

friction

33%

11%

10%

9%

13%

12%

Prospect finds too little

information from ads

Ads were not appealing for the

prospect

Ads were intrusive

Prospect does not trust the

medium as source of information

Prospect does not know what to

do next after watching ads

Prospect did not pay enough

attention to ads

Buyer finds it difficult to browse

for information

No expert advice/

answers available

Communication not clear to

prospect

Unable to compare across brands

and models

Prospect does not trust the

medium as source of information

Too many brands

are advertised

Prospect does not get all the

required information

100%

31%

25%

20%

11%

15%

6%

14%

13%

11%

10%

Unable to touch and feel the car

Prospect did not get enough

information on financing options

Ambience was unpleasant

Prospect does not trust the

medium as source of information

Preferred car was not available

for test drive

Not able to easily contact brand

or showroom/dealership

representative

Representative could not address

all my queries

Did not get response from brand

or showroom/dealership after

expressing interest

It was difficult for the prospect to

express interest

8%

9%

37

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Mobile has a potential to reduce media friction by 1.6 percentage

points along the purchase journey for two-wheelers

Note: KPMG in India's analysis, 2018 based on primary survey conducted by Nielsen, 2018

For all three stages — awareness, consideration and intent — the reduction in friction on offline media is based on the weighted average of friction

scores for all online media, obtained from primary research.

The calculation took into account the reduction in friction that could be achieved if offline friction percentages are replaced with the weighted averages of

online media. It has been assumed that the values of online media can be used as proxy for mobiles since nearly 80 per cent of the online usage was reported to be on mobile devices.

2017

Media

friction

2022

e

Media

friction

Friction points

2022

e

Media

friction

2017

Media

friction

Friction points Friction points

9% 14% 9%

Awareness friction Consideration friction Intent friction

2017

Media

friction

2022

e

Media

friction

21%

10%

9%

6%

7%

Prospect finds too little

information from ads

Ads were not appealing for the

prospect

Ads were intrusive

Prospect does not trust the

medium as source of information

Prospect does not know what to

do next after watching ads

Prospect did not pay enough

attention to ads

Buyer finds it difficult to browse

for information

No expert advice/

answers available

Communication not clear to

prospect

Too many brands

are advertised

Prospect does not trust the

medium as source of information

Prospect does not get all the

required information

Unable to compare across brands

and models

100%

22%

15%

9%

6%

14%

10%

9%

8%

Not able to easily contact brand

or showroom/dealership

representative

Prospect does not trust the

medium as source of information

Ambience was unpleasant

Preferred two-wheeler was not

available for test drive

Prospect did not get enough

information on financing options

Did not get response from brand

or showroom/dealership after

expressing interest

Prospect could not express

interest

Representative could not address

all my queries

Unable to touch and feel the two-

wheeler

6%

7%

38

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

By enhancing mobile in the media mix, brands can tap into sales

opportunity of about one million four-wheelers and reduce CPA by

14.7 per cent

Opportunity of about one million four-wheelers generated, by replacing less efficient offline media touch points with mobile-based advertisement approaches,

can create value for marketers by reducing their average cost of acquiring consumers (CPA) by up to 14.7 per cent. CPA of mobile-based digital medium is

today only a fraction of traditional media, thereby, offering better experience to the consumers and higher economic value to the marketers.

Source: Digital Advertising in India 2018, Dentsu Aegis Network,; Automobile Domestic Sales Trends, SIAM; Automobile Sector report, IBEF, April 2017; KPMG in India's analysis, 2018

Methodology: The projection is based on estimated ratio of average cost of consumer acquisition for online and offline media in the automotive industry. The ratio is assumed to be consistent in

2022, and is used to project incremental spend on mobile-based digital advertisement to tap about 1 million units of opportunity.

*This number can be achieved by reducing the friction, thus increasing the addressable market opportunity

9%

4%

1%

Media friction

2022

e

7.8%

3.5%

0.8%

3.5%

1.2 percentage

points reduction

in media friction

14%

reduction

in media

friction

22%

reduction

in media

friction

10%

reduction

in media

friction

~1 million units*

14.7%

Reduction in consumer

acquisition cost by

moving spends from

traditional media like print,

outdoor and radio to

mobile

Opportunity for the

brand

Awareness

Consideration

Intent

Purchase

Four-wheeler

Media friction

2017

39

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By enhancing mobile in the media mix, brands can tap into sales

opportunity of 2.6 million two-wheelers and reduce CPA by 7.8 per cent

Source: Digital Advertising in India 2018, Dentsu Aegis Network,; Automobile Domestic Sales Trends, SIAM; Automobile Sector report, IBEF, April 2017; KPMG in India's analysis, 2018

Methodology: The projection is based on estimated ratio of average cost of consumer acquisition for online and offline media in the automotive industry. The ratio is assumed to be consistent in

2022, and is used to project incremental spend on mobile-based digital advertisement to tap the 2.6 million units of opportunity.

*This number can be achieved by reducing the friction, thus increasing the addressable market opportunity

16%

2022

e

14.4%

1.6 percentage

points reduction

in media friction

6%

7%

3%

5.4%

2.6%

6.4%

9%

reduction

in media

friction

14%

reduction

in media

friction

9%

reduction

in media

friction

2.6 million units*

7.8%

Reduction in consumer

acquisition cost by moving

spends from traditional

media like print, outdoor

and radio to mobile

Opportunity for the

brand

Awareness

Consideration

Intent

Purchase

Increasing the portion of mobile-based advertisement platforms in the marketing media mix can produce sales opportunity of 2.6 million two-wheelers between the brands

and reduce their average cost of acquiring consumers (CPA) by up to 7.8 per cent. Mobile-based marketing approaches could, therefore, not only enhance consumers’

experience in treading the purchase journey, but can also improve the cost economics of the brand, providing them the additional edge in the ever-increasing competition

within the two-wheeler market.

Two-wheeler

Media friction

2022

e

Media friction

2017

40

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Incremental spend on mobile medium could reduce the cost of

consumer acquisition by 14.7 per cent and 7.8 per cent for

four-wheelers and two-wheelers, respectively

Friction

points

Friction

busters

Friction

points

Friction

busters

Friction

points

Friction

busters

Leading user to website

/dealer location, and

retargeting brand video

viewers with an ad to visit

website/get dealer info

Awareness friction Consideration friction Intent friction

People-based targeting

solution to deliver sufficient

minimum frequencies

Creatives for mobile

behaviour with key

message and brand name

upfront

Prospect finds

little information

from ads

Break complex

communication into simple

and sequential pieces of

information

Prospect does

not know what

to do next after

ads

Prospect does

not pay attention

to the ads / ads

are not

appealing for the

prospect/ ads do

not outline the

features

Ads are not

visual enough

360° video-based ads for

displaying interior, exterior

or ‘brand identity’ of vehicle

Native ad formats, which do

not force consumers to

view/scroll through ad

before proceeding to their

desired action.

Ads are

intrusive

Not able to

easily contact

the brand or

dealership

In-market signals to identify

segment of purchase stage,

and targeting with

appropriate communication

Too many

brands are

advertised

Drive recall on mobile by

ensuring that brand name

appears in first 3 second in

creative, and frequency is

sufficient

No expert

advice/

answers

available

AI / machine-learning

based leads brand

category

Gender

Age group

(years)

NCCS* Cities

Two-

wheeler:

613

Male:

851

18-24:

200

NCCS

A: 786

Mumbai: 168

Delhi: 145

25-34:

403

Bengaluru: 149

Four-

wheeler:

374

Female

: 136

NCCS

B: 201

Chennai: 203

35-49:

385

Kolkata: 216

Pune: 105

44

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

ABOUT KPMG IN INDIA ABOUT FACEBOOK ABOUT NIELSEN

KPMG in India, a professional services firm, is

the Indian member firm affiliated with KPMG

International and was established in

September 1993. Our professionals leverage

the global network of firms, providing detailed

knowledge of local laws, regulations, markets

and competition. KPMG in India has offices

across India in Ahmedabad, Bengaluru,

Chandigarh, Chennai, Gurugram, Hyderabad,

Jaipur, Kochi, Kolkata, Mumbai, Noida, Pune

and Vadodara.

KPMG in India offers services to national and

international clients in India across sectors.

We strive to provide rapid, performance-

based, industry-focussed and technology-

enabled services, which reflect a shared

knowledge of global and local industries and

our experience of the Indian business

environment.

Founded in 2004, Facebook's mission is to

give people the power to build community and

bring the world closer together. Over 2.2

billion people globally use Facebook every

month to stay connected with friends and

family, to discover what's going on in the

world, and to share and express what matters

to them. millions of businesses, big and small,

use Facebook's apps and services to connect

with real people and grow their business.

Nielsen Holdings plc (NYSE: NLSN) is a

global performance management company

that provides a comprehensive understanding

of what consumers watch and buy. Nielsen’s

Watch segment provides media and

advertising clients with Nielsen Total Audience

measurement services for all devices on

which content — video, audio and text — is

consumed. The Buy segment offers consumer

packaged goods manufacturers and retailers

the industry’s only global view of retail

performance measurement. By integrating

information from its Watch and Buy segments

and other data sources, Nielsen also provides

its clients with analytics that help improve

performance. Nielsen, an S&P 500 company,

has operations in over 100 countries, covering

more than 90% of the world’s population. For

more information, visit www.nielsen.com

45

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46

ACKNOWLEDGEMENTS

KPMG in India’s team:

Sreedhar Prasad, Aditya Rath, Vrinda Narang

Angad Singh, Dipesh Agarwal, Priyam Modi,

Piyushi Singh, Aakanksha Mishra, Sharon

D'silva, Rasesh Gajjar, Anupriya Rajput,

Vivek Malekar

The authors would also like to thank Sameer

Kanegaonkar, Amit Kavathekar, Vicky Bahl and

Rahul Kathuria for their valuable contribution to

the report.

Facebook team:

Balendu Shrivastava, Sunita G.R, Jasveen Kaur,

Sonam Aron

Nielsen India:

Anupam Asthana, Kejal Gosar, Priyanka Awasthi

© 2018 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

47

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48

KPMG in India contacts

Mritunjay Kapur

National Head, Markets & Strategy

Head – Technology Media & Telecom

T: +91 124 307 4797

E: mritunjay@kpmg.com

Arvind Gupta

Head, Management Consulting Advisory

T: +91 124 336 9463

E: arvindgupta1@kpmg.com

Harsha Razdan

Partner & Head, Consumer Markets

T: +91 22 6134 9663

E: harsharazdan@kpmg.com

Sreedhar Prasad

Partner & Head – E-Commerce and Internet

T: +91 80 3065 4055

E: sreedharprasad@kpmg.com

Aditya Rath

Partner, Customer and Channel

T: +91 22 3090 2580

E: adityarat[email protected]om

Facebook in India contacts

Sunita G.R

Head of Marketing – India

E: sunitag[email protected]

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International.

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