Project Tittle:- Carnation

Submitted To:- Submitted by:-

Sanjeev Srivastva Mukul Gupta
Abhay Pratap
Anurupa Paul
Dipak Ranjan swain
Pradhuman Kumar Sharma,
Rohit Agarwal
Sunny Gaurav
(Batch 2009-11)
Class Gp - 3

B2B (GROUP-2)

IILM institute for higher education

Table of content

TOPIC Page No.

Executive Summary 3

About Carnation 4
Products and Services 5-7

Strategic Alliance 8

Offerings 9

Competitors 10

SWOT Analysis 10

Conclusion 11
EXECUTIVE SUMMARY

Carnations have started a multi-brand service center with a vision of setting new benchmarks in the

customer service and product offering in the automobile industry. The main objective is to understand

the business model of carnation and their offering in terms of product and service. There are less no. of

competitors in the markets. The main competitors of Carnation are First Choice and Bosch. This

industry was totally driven by the customers.

This report details the products and service offered by Carnation. It also tells about the offerings by

carnation. This report also focuses on the strategic alliance, joint venture and the tie-ups that carnation

have with other players.

This report also talks about the strength, weaknesses, opportunities and threat that carnation have in the

market.
About Carnation

Jagdish Khattar have started Carnation with a vision of setting new benchmarks in customer service
and products offering in the automobile industry. The main objective behind Carnation is to provide
customer with complete car solutions under one roof. They have twenty hubs across twelve cities- and
counting- across the country, the commencement of car exchange- including Certified Pre-owned and
new car sales. They have workshop on wheels and as well as host of partnerships, Joint Ventures and
tie up with the names like DC Design and Magneti Marelli.

They have different verticals. Amongst the Business verticals, launch of Workshop on Wheel was an
important Milestone for them. The launch of this service is futuristic in nature as it is a new paradigm
shift in the auto after the service market. With the focus on corporate and RWAs, the concept will help
in facilitating those customers who want to get service done at their place their time and in their
presence.

They have recently entered into a strategic partnership with Magneti Marelli, for the sale of parts in
the Independent Aftermarket and to expand service capability to include premium cars. Magneti
Marelli is a Fiat Group company headquartered in Italy and a world leader in the auto component
sector manufacturing over 30,000 products and in the independent auto service space with over 5,000
workshops in Europe and South America. The premium aftermarket service is key for them to deliver
complete solutions to an expanded customer base. Doing tie up with one of the world's largest
automotive component manufacturers will enable them in providing a credible alternative to address a
significant gap in service expectations with the discerning premium car owners.

They also have a tie-up between Indian Oil. If a customer is having a XTRAREWARDS Card he can
avail free wheel balancing and external car polishing at any of the carnation multi brand auto solution
hub. The Offers are accepted at any of the carnation multi brand auto solution hubs in Mumbai, Noida,
Gurgaon, Hyderabad, Bangalore & Chennai
Products and Service Offering By Carnation

1. Car Service

2. WOW (Workshop On Wheels)

3. Accessories

4. Pre-Owned Cars

Car Service

In an effort to serve the customers better, they have implemented some of the best practices from the
industry from across the globe. For e.g partnership with Magneti Marelli enabled them service
premium cars of brands like Honda, Skoda, Hyundai, Fiat, Volkswagen, Mercedes and BMW.
It may require a customer to plan his day in advance and where he may even end up spending most of a
day at the workshop to get his car serviced or repaired, they gave customers an option of booking a
service on its website: They can drop their car at the nearest Carnation hub, where the advisor will
have a detailed discussion on the jobs to be done. It is then the responsibility of the advisor to take care
that the car is serviced as per the specifications and delivered to the customer as committed. The
customer also has the option of relaxing in the Customer Lounge, which gives a view of the workshop
where his car is being worked upon. This gives the customer added confidence.
• RIGHT FIRST TIME:Every time we will do a quality job and ensure we do it right the first
time around. This is why we spend time in understanding the requirements and identifying the
cause of the problems.
• DELIVERY TO PROMISE:A commitment to not only On-time delivery of the vehicle but to
deliver on all that has been agreed to and promised.
• TRANSPARENCY: We encourage customers to participate in the inspection. We welcome them
to visit the workshop area. We have customer lounges overlooking to work bays. Regular SMS
updates. Transparency in ways at arriving at estimates by correct identification of the jobs that
needs to be done.
They have "Customer Advisors" whose responsibility is to advise the customers to help them bring
down their total cost of ownership as well as enhance their ownership experience. They can do that
because they are an "independent" multi-brand automotive service company. They do not represent any
specific manufacturers. Their Customer Advisors are highly knowledgeable, experiences and trained to
always give honest, straightforward and accurate advice to our customers.
WOW (Workshop on Wheels)
Carnation's Workshop On Wheels (WOW) service is a fleet of fully equipped vans ready to
professionally service the vehicles at your doorstep, irrespective of the make and the model.
Accessories
A dazzling array of the latest international trends and technologies, It offers a lot more than just
accessories - your individual sense of style. Audio systems, windscreens, spoilers, seat covers, custom
fitments or anything else you can think of, you'll find it here. Some of the benefits that a customer can
get are as follows:
• THE PROMISE OF A BRAND:-They ensure that all the accessories at the outlets are of a
premium quality. Even the customer can assured that they will never be delivered a substandard
product or pay any amount that is not justified.
• WIDE RANGE:-A stunning portfolio of diverse products that are difficult to come by at
regular accessories and car showrooms. Here, the customer can take their time to find their
favorite choice and their own style.
• TRAINED FITMENT ENGINEERS:-Their technicians are especially trained in the
processes and procedures of installing any kind of accessories. They will make sure that the
accessories look, as much as possible, like original equipment rather than add ons.
• WELL-INFORMED TEAM:-Customers can benefit from the extensive knowledge of their
teams. They will patiently guide you to come to a decision armed with information.
• HONOURING GUARANTEES:-Every product bought from our store comes with the
carnation assurance in addition to the warranty that comes along with the product. In case you
face a problem with the product, we'll do whatever it takes to get the issue resolved

PREOWNED CARS
It brings the most convenient way to buy, sell and exchange new & Pre-owned cars of any make &
model under one roof. At Carnation Car Exchange program we can:
• Exchange our old car with a new Car

• We can also sell our old car of any make and model

• We can buy Carnation Certified Pre-owned cars with warranty and free services

If we wish to Exchange our old car with a new car of our choice, they can make us assure of getting
best price for your old car, special exchange bonus from Carnation, great deals on new cars, finance,
insurance, accessories, and more. We can also save our time and effort of visiting various showrooms,
comparing products, bargaining for best deals, and every other aspect that needs to be checked while
buying a car. If we wish to sell our car, they will assure us that we we will be getting best price along
with fair and transparent dealing.

If we wish to buy a Pre-owned car, we can select it from a wide choice of quality cars that have passed
the stringent 160 quality checks, refurbished at our state-of-the-art multi brand auto solution hubs,
certified by Carnation and come with warranty & free services. Some of benefits that customers get at
carnation are as follows:-

When we Exchange:
• Exchange our old car and buy new car of any make & model
• Zero down payment and low EMI in exchange
• Fair and transparent dealing - No commissions or hidden costs
• Avail insurance, accessories, Value Added Services and car customization options through DC
Design, etc all under one roof
• Assurance that our car goes into the right hands
• Avail Special offers on Insurance, Accessories, VAS, etc
When we Sell:
• Best market price
• Fair & Transparent dealing - No commissions or hidden costs
• Convenient -free evaluation of the car at your doorstep
• Prompt and full payment by cheque / DD
• Assurance that your car goes into the right hands
When We Buy a Pre-owned Car:
• Cars Certified by Carnation
• Cars that are non-accidental and non- flood damaged
• Cars with clean and complete documentation
• Cars passed through 160-Quality Checks ensuring no detail is missed
• Thorough reconditioning at state-of-the-art multi-brand workshops using genuine parts ensuring
quality
• Up to 1 year warranty plus 3 free services
Strategic Alliaces
Magneti Marelli:- A 100% subsidiary of the Fiat Group and having a turnover of over 6 Billion Euros,
Magneti Marelli was founded in 1919, as collaboration between Fiat and Ercole Marelli. With its rather
enviable combination of Fiat's heritage, a 90 year old legacy and unparalleled technological expertise.

Going from one success to the other, today their business lines comprise the entire gamut in the
automotive solutions space, ranging from the manufacturing and aftermarket distribution of over
30,000 parts, to developing Electronic Systems for Formula 1, Moto GP and the World Rally
Championship.

DC DESIGNS:- For true connoisseurs, Carnation enables the direct channel to the masterpieces
created by the renowned car artist, Mr. Dilip Chhabria.Based on the Toyota Innova, the Honda City, the
Suzuki Swift and the Tata Nano,these stellar concepts are only available from Carnation.The Carnation
Assurance ensures that yours is a true original,complete with warranty. And that your masterpiece gets
personalized attention whenever required, at Carnation's nationwide network of state-of-the-art car
Auto solutions hubs
Offers by Carnation
HUB OFFERS
They have a hub offers. Each hub is having is Different offers according to the amount of bill. For e.g
in the Noida the offers are as follows:-
1) Free wheel Balancing or wax polish with Paid Service more than Rs 1500/-
2) Free Car washing and 25 pt Health Check for Corporates only
3) 25 point health check up for all customers
4) Free dry cleaning for Cash Body Repairs > Rs 8000

CORPORATE OFFER
The corporate offers are as follows:-
1)10% Discount on labor
2)Free upholstery cleaning, interior valleting if body repair is above 5000
3)10% Discount on value added services
CARNATION CHEQUE BOOK
THE PLATINUM CHEQUE BOOK OFFERS YOU:
• Services: Periodic Maintenance Service (Labour only) 15%, Free Pick & drop facility, Free
Wheel Alignment, Wheel Balancing (Cost of weights extra) 50%, Free Washing & Wax
Polishing, A/C Service (Labour only) 10%
• Value added services: Surface Refinement (Paint Protection) 10%, Interior Enrichment for
Upholstery 10%, Premium Interior Treatment for Upholstery (Foam Based) 10%, Antirust
Treatment (Under body) 10%, Internal Panel Protection - 4 Doors, Trunk & Side internal
rails10%,Engine Coat 10%,Exterior Beautification 10%, Engine Decarbonization (Petrol/Diesel
cars) 10%, AC Disinfectant 10%, Engine Oil Flushing 10%, Engine oil additive for<50000 km
run 10%, Transmission Oil Additive 10%,Radiator Flush 10%, Fuel Tank Additive(Petrol/Diesel
cars)10%
• Spares: Free Wheel Balancing with purchase of Tyres, Parts 2%, Engine Oil 5%
• Accessories: Accessories with Purchase worth Rs 1000/- 3%, Accessories with Purchase worth
Rs5000/
• Insurance: Car Insurance Renewal (OD Premium Value) 5%, Body Repairs (labour only) for
Cash cases 10%
Competitors
1. First Choice
2. Bosch

SWOT ANALYSIS
Strengths
• It is a multi-brand store:- Customers get their car service of any make and model under one
roof.
• WOW:- Workshop on wheels provides service at the door step to the customers.
• It provides corporate offers to the customers.
• It also provide additional benefits to the XTRAREWARD Card owner like free wheel balancing
after tie-up with Indian Oil
• It has a strategic alliance with DC Designs and MM
• They have a tie up with 3M, Asian paints, Castrol
Weakness
• Awareness of the brand name is less in the market
• Less service centers across the country
• They are not having a service center in Delhi, where in the no. of cars serviced per day are
much high as compared to other states.
Opportunities
• They can open their centers in areas in order to spread awareness amongst customers.
• They can also introduce new schemes in order to grab the existing market. For e.g schemes like
discount of labor and spare parts and free car wash.
Threat
• From the competitors
• From the authorized service centers from the companies like Maruti, Hyundai.
 Conclusion
Carnation was a multi-brand service outlet. It offers a variety of offers at the corporate level as well as
the hub level. Customer can get all the services under one roof. They have a WOW service which
differentiate them from other players in the market and it also enables them to provide service at the
door step. By having strategic alliance with MM they are able to service the premium segment of cars
even it provide a cheque book facility to its customers which enables customers to enjoy more schemes
by using coupons.