Home / Motor/ Fast-expanding CEAT raises dealer stakes with comprehensive loyalty program

Fast-expanding CEAT raises dealer stakes with comprehensive loyalty program


Comments / {{hitsCtrl.values.hits}} Views / Friday, 25 May 2018 00:00


Launches 4-tiered ‘CEAT Privilege Class’ initiative 

to motivate 

retail network

Sri Lanka’s top tyre brand CEAT has elevated its relationship with the country’s tyre dealers to a new level with the launch of a structured loyalty program that confers rewards proportionate to the sales they generate for the brand.

Believed to be the first scheme of such depth and scope in the sector, the four-tiered ‘CEAT Privilege Class’ loyalty program seeks to motivate dealers to achieve and maintain tier targets and to progress upwards, earning greater rewards as they increase sales.

A Rs. 5 billion investment that generated revenues in excess of Rs. 10 billion in 2016-17, the India-Sri Lanka joint venture CEAT Kelani Holdings already manufactures nearly half of Sri Lanka’s tyre requirements and is investing another Rs 3 billion to double production of existing categories and to launch new categories of tyres.

Commenting on this new initiative to reinforce dealer loyalty, CEAT Kelani Managing Director Ravi Dadlani said: “Dealers have always been an integral element of our sales operation and are recognised annually with awards and overseas tours for their contribution to our growth. The launch of a structured loyalty program is a reflection of how serious we are about building on this relationship in a way that ensures there are always higher rewards for them to aspire to.”

The CEAT Privilege Class scheme is designed with membership tiers of Platinum, Gold, Silver and Bronze, each with its own exclusive benefits. Moving up the membership tiers is governed by Privilege Points earned within any 12-month period, which are evaluated monthly and members who achieve the required Tier threshold are upgraded as and when they do. This means that dealers can be eligible for upgrades all year round.

Membership of the Platinum, Gold and Silver tiers will qualify dealers for designated rewards such as overseas tours, VVIP privileges at the company’s annual dealer convention, VVIP invitations to CEAT corporate events and designated dedicated customer service personnel, while all tiers have the opportunity to redeem accumulated points for attractive gifts ranging from the latest iPhone and Samsung smartphones, Swiss designer wristwatches, designer sunglasses and leather organisers,  cosmetics, sound equipment, hotel stays and supermarket vouchers.

CEAT Kelani’s manufacturing operations in Sri Lanka encompass the radial, commercial, motorcycle, three-wheeler and agricultural machinery segments. The brand accounts for market shares of 32% in the radial segment, 51% in the Truck/Light Truck category, 54% in the 3-Wheeler segment, 23% in the motorcycle segment and 72% in the agricultural tyre category. About a third of CEAT’s production is exported.

A new investment of Rs. 3 billion over the next two years will see the establishment of a state-of-the-art plant in Kelaniya for the manufacture of Truck Bus Radials (TBRs), the first plant of its kind in Sri Lanka, the expansion of the existing cutting-edge passenger car radial tyre plant at the same location to double production, and the doubling of CEAT Kelani’s motorcycle tyre production.

The company also plans to increase its focus on developing products based on functional and performance platforms such as fuel saving, long tyre life and premier performance.


Share This Article


DISCLAIMER:

1. All comments will be moderated by the Daily FT Web Editor.

2. Comments that are abusive, obscene, incendiary, defamatory or irrelevant will not be published.

3. We may remove hyperlinks within comments.

4. Kindly use a genuine email ID and provide your name.

5. Spamming the comments section under different user names may result in being blacklisted.

COMMENTS

Today's Columnists

Craving a world with free migration of Homo sapiens

Monday, 18 June 2018

During the discussion time following the presentation of a paper by former diplomat Tamara Kunanayakam on the invasion of Sri Lanka’s economic policymaking by neoliberal economic thinkers two weeks ago, Colombo University’s economics don Lalithas


Sigmoid Curve and Sri Lanka: Significant signals

Monday, 18 June 2018

Sri Lanka, often named as the ‘Wonder of Asia,’ has many citizens wondering what is going on.


Refuse and recuse in Cloud-Cuckoo-Land

Friday, 15 June 2018

I had a dream. That there were monsters ruling the land in the disguise of being military champions. But then some knights in slightly tarnished armour rode to the nation’s defence and liberated us from our saviours. And all was well again. At leas


Floods, drought and disasters

Thursday, 14 June 2018

The Yahapalana Government has been singularly unfortunate in having to face many natural and manmade disasters during their regime.Almost every year many citizens have to undergo the consequences of floods in certain parts of the country whereas ther


Columnists More