CEAT Pro was initiated with a simple but extremely significant question at an organization-wide meeting at our headquarters.
"How does a truck running in the US, Europe, or even the rest of Asia manage twice the mileage of those in India?"
CEAT has always prided itself on its unique approach to business as a platform of partnership rather than a conventional buy-sell system".
The Indian Fleet customer seeks information and knowledge across categories since he currently gets filtered information from sales channels and relies more on his own experience and perceptions to best run his fleet. There is no forum for him to build knowledge to help him grow and share his views. CEAT Pro is the gateway to help the fleet get the right advice, get knowledge which impacts him, clear his concerns.. and Transform his business.
The main objective of CEAT PRO is disseminating relevant knowledge to the transporters and hence creating a smooth pathway in running a better and cost efficient business. With this program, one of our attempts has been to get people away from the wine-and-dine-and-sell model usually employed in this space and shift focus on practical, immediately implementable and cost saving measures. Each CEAT PRO covers the following points.
- Capture transporters' concerns in day to day operations and get them addressed by industry experts.
- Impart knowledge about most efficient and effective ways to handle each of the cost centers connected with his business.
- Showcase the best Indian and global business practices
- Build and co-create value, get more partners to pool knowledge
CEAT Pro events have a simple format usually involving 4 - 5 speakers who impart knowledge on their areas of expertise. These speakers are from Fleet Management companies, Telematics companies, Lubes and OEMs, Commercial Vehicle finance firms, Professors/ Industry experts, Government representatives etc. A CEAT representative is a mandatory speaker along with a major fleet owner/ regional transport association representative from the city where the meet is held. A moderator will be present and is usually an Industry Expert such as an editor of a transport magazine or the president of the National/ Regional transport association. Each speaker is given 20 minutes and 10 minutes are left open for Q&A.
Moderator will ensure that queries of the transporters are resolved satisfactorily and also make sure that the following rules are adhered to during the event.
- The speaker will represent a particular industry of his/her expertise.
- No speaker will promote any specific product of any company
- No logos of any company will be displayed
- Queries and problems regarding a particular product/ service of any company will not be addressed during the program.
- No specific product can be criticized or praised during the session.
So far through these pan Industry efforts, we have been able to reach out to nearly 5800 top transporters in 64 cities across India.
Mr. Sabrawal, Eastern Carriers, Kolkatta: "It was something where we got to share our experiences and we came back with so much knowledge. We definitely want many more such events."
Mr. Gawda, Nita Motors, Udaipur: "We found the modules on cost-saving with telematics and radials very helpful. Very good job!"
Mr. Shah, Deluxe Roadlines, Mumbai: "This initiative from CEAT is remarkable. We hope there will be many more such seminars. We would love more OEMs to participate. The program was good; the panelists gave us great knowledge. For a transporter like me, the branding module was extremely helpful."