Tracking Vehicle Price & Promotions for Retail & Fleet Customers
Business Practice- Market Intelligence, Mystery Shopping, 4SiGHT Online Vehicle Pricing Simulator
Client’s vehicle pricing team needed answers to some critical business questions, they asked us: “What is the trend of our price positioning within each vehicle segment vis-à-vis our competitors? Are our promotion activities competitive enough to support the overall brand and model positioning? ROI and impact of our current promotions and whether to continue/discontinue/modify? Which combination of monetary and non-monetary discount/benefits work for us and competition?
Comparison of pricing and promotion data of client vs. competitor vehicle is presented 24×7 live through ‘Online Vehicle Pricing Tool’ developed by 4SiGHT. The online tool also helps to compare vehicle specifications and simulate scenarios based on transaction price and consumer perceived value (CPV) of each vehicle feature or equipment.
Vehicle pricing data is collected through mystery shopping. Existing owners or residents matching the profile (Nationality, Income, Age, etc.) of the desired vehicle segment are recruited as mystery shoppers. They are trained to maintain consistent negotiation and high level of data quality. Mystery shopper physically visits the showroom to check out offers, negotiate best price and would obtain a quotation, specification, negotiated price (handwritten if not printed) and brochure. For Fleet, we use a company trade license and negotiate for 5 to 10 units to qualify for bulk purchase.
Monthly tracking of vehicle pricing and promotions helped the regional office of our client in UAE to devise a pricing strategy in agreement with their distributors in different markets within Middle East. It also enabled them to synchronize their tactical promotional activities across markets to overcome competitive threat emanating from respective markets.
The online vehicle pricing tool also helps in cohesive teamwork between client’s Head Office in Japan, Regional office in UAE and Distributors across Middle East.
“This research provides critical inputs for pricing strategy implementation with our distributors across GCC. In addition to MSRP, Cash Discounts and Transaction price of our competitors, it also provides all active promotions in the market along with estimated cash value of these offers on a monthly basis.”
GM – Sales & Marketing, Japanese OEM