01
Client context
The manufacturer was strong in OEM fitment but lagged in the replacement market.
02
Business challenge
Consumers often deferred to retailers and mechanics, whose motivations were not well understood.
03
Research objective & questions
Understand retailer influence and design a channel programme to grow replacement share.
- How do consumers choose replacement tyres?
- How much do retailers and mechanics influence the choice?
- What motivates retailers to recommend a brand?
- How do competitors engage the channel?
04
Methodology & approach
- Retailer and mechanic IDIs
- Multi-brand outlets and garages.
- Consumer exit interviews
- At tyre retail outlets.
- Retailer survey
- Margins, schemes and support.
- Competitor channel review
- Loyalty schemes and visibility.
05
Sample & geography
- ~40 retailer and mechanic IDIs
- ~400 exit interviews
- ~250 retailer survey responses
- Geography — India (multi-region)
06
Key findings
- Most consumers accepted the retailer's recommendation.
- Retailers recommended brands with reliable warranty claims and availability.
- Competitors' loyalty schemes rewarded retailers consistently.
- Visibility at the outlet influenced undecided buyers.
07
Business implications
- Simplify and speed up warranty claims.
- Launch a structured retailer loyalty programme.
- Improve in-store visibility and availability.
08
Outcome
The manufacturer received a channel influence map and a replacement market channel programme.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.