Contipartner program overview by Oscar Wolff

CONTIPARTNER AFRICA DEALER PROGRAM OVERVIEW

Sub-Saharan Africa

OVERVIEW OF OUR BUSINESS MODEL

PRODUCT Continental Tyre offers ContiPartner dealers world class quality tyre brands in various segments. These products are manufactured to the best quality standards as required by European legislation and have been developed with safety and durability in mind through Trusted German Engineering. We also enable interaction with suppliers of second-tier products such as batteries, brakes, shocks and tyre equipment suppliers.

PRICE

The ContiPartner programme offers dealers a competitive price strategy to enable them to compete in the Premium, Quality and Value segments of the market.

PROCESSES To ensure we offer our ContiPartner dealers a full business package, Continental Tyre has developed business system processes which assist with business development, market intelligence data, site profitability calculations and communication platforms.

PEOPLE Our ContiPartner programme aims to develop People through professional training because retail competence is reliant on properly trained staff. ContiPartner offers a range of training courses on product, sales and service elements.

3 6

4 5 PROMOTION

POSITIONING The ContiPartner Brand DNA is captured within our unique selling proposition: â&#x20AC;&#x153;Your Fitment Professionalsâ&#x20AC;?. Through the positioning of our core brand values and messages, we deliver a professional experience through our partners to the end user.

PLACE ContiPartner offers a professional uniform look and feel for your place of business through our store signage package. This builds brand recognition and credibility in the market.

In order to increase the Sell-Out success of our partners, ContiPartner assists dealers with a toolkit containing the tools to run professional retail and brand promotions.

Our Tyre Brand Architecture has been developed to offer specific brands for each market segment. This includes Matador as a private range (passenger and Light Truck only) exclusive to ContiPartner distribution partners. Within each brand segment, we offer a wide range of products to complete our comprehensive product offering.

PREMIUM

PRODUCT TYRE BRAND ARCHITECTURE

>> Passenger & 4X4 >> Light Truck & Van Tyres >> Semi & Heavy Service Truck Tyres >> Off the Road Tyres >> Agricultural Tyres

Our products are manufactured to world class standards. Continental is one of the leading OE suppliers for car manufacturers worldwide: almost every third vehicle in Europe is leaving the factory on Continental tyres. These vehicles are exported and sold all over the world. Not only does this association with OEMâ&#x20AC;&#x2122;s demonstrate the quality of our products, it also translates into prospective customers for replacement tyre sales.

QUALITY >> Passenger & 4X4 >> Light Truck & Van Tyres >> Semi Heavy Service Truck Tyres >> Off the Road Tyres >> Agricultural Tyres

BUDGET >> Passenger & 4X4 >> Light Truck & Van Tyres >> Semi & Heavy Service Truck Tyres

VALUE ADDED SERVICES AND SECOND-TIER PRODUCTS 4

ContiPartner dealers offer specific value added services such as wheel alignment, balancing, tyre rotation and tyre repair. Specific ContiPartner dealers also offer certain second-tier products such as batteries, shocks, brakes, nitrogen, etc. that are specific to their outlet. In every market, Continental Tyre endeavours to make contact possible between the dealers in our programme network and quality suppliers of these second-tier products, in order to enhance the product service offering and profit opportunities to our ContiPartners.

EXAMPLES

2 PRICE COMPETITIVE PRICE STRATEGIES

Continental Tyre understands that in a competitive market environment, we have to implement the correct price strategies and Sell-In structures in our product offering to ensure our ContiPartner dealers are competitive in their respective markets with their Sell-Out actions. Our Tyre Brand Architecture and positioning ensures our dealers can compete in the Premium, Quality and Value product segments of the market. This translates into a competitive product offering which covers the market for the premium tyre buyer and also the price conscious tyre buyer. We also assist our ContiPartners to implement various price strategies such as positioning, fighter brands and target group penetration. These strategies increase the Sell-In and Sell-Out of our products through ContiPartner dealerships.

IF YOU DONâ&#x20AC;&#x2122;T HAVE A COMPETITIVE ADVANTAGE, DONâ&#x20AC;&#x2122;T COMPETE. Jack Welch | Renowned American Businessman

The success of any tyre retail shop depends on getting the message out into the market about the products supplied, professional services rendered, price specials and promotional campaigns. The ContiPartner Promotion Toolbox was developed to give our dealers access to the latest advertising and promotional material.

SELL-OUT RETAIL PRICE ADVERTISING Store details, tyre sizes, pricing and tyre brands advertised can be changed according to the desired requirements.

205/55/15 CONTINENTAL PREMIUM CONTACT

$399 $399 $399 $399 $399

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BIG tyre deals

CONTINENTAL PREMIUM CONTACT

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CONTINENTAL PREMIUM CONTACT

$399

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STORE NAME CITY OR TOWN Enter physical address here | tel 0012 34 567 8901 | email@address.com

www.contipartner.com

STORE NAME CITY OR TOWN Enter physical address here tel 0012 34 567 8901 | email@address.com

www.contipartner.com

$399 $399 $399 $399 $399

BIG

PROMOTION MARKETING AND ADVERTISING

The first element is Retail Price Advertising Designs in various formats and sizes to assist our dealers when they run pricing campaigns. These designs can be adapted for flyer or newspaper advertising.

BIG

tyre deals

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tyre deals

STORE NAME CITY OR TOWN Enter physical address here tel 0012 34 567 8901 | email@address.com

www.contipartner.com

CONTINENTAL PREMIUM CONTACT

205/55/15 CONTINENTAL PREMIUM CONTACT

$399 $399 $399 $399 $399

SELL-OUT PROMOTIONAL CAMPAIGNS

BUY & SCORE

a free football with any two tyres purchased

SHOP & SAVE

a free Shopping Voucher valued at KShs 1000 with any 2 branded tyres purchased

Promotion valid for the month of December 2016 only. Free gift of Shopping Voucher valued at KShs 1000 with the purchase of 2 General Tire Branded Tyres. One free voucher gift per customer. Not exchangeable for cash. Shopping Voucher gift must be redeemed at any Nakumatt Store before 30 April 2017.

Promotion for the months of June and July 2016 only, while stocks last. Free gift of 1 football for the purchase of 2 Continental Branded Passenger, Van or 4x4 Tyres. One football per customer. Free gift not exchangeable for cash.

CONTIPARTNER MALINDI

CONTIPARTNER LUSAKA ROAD

Malindi Autofit Tourist road, next to Malindi Total Service Station Ltd, Malindi tel 073 612 8888 | email malindiautofit@gmail.com

Lusaka Road, Next to Shell Petrol Station, Nairobi, Kenya | tel 070 551 5364 email lusakaroad@contipartner.com

www.contipartner.com

KShs

500

Wheel Alignment or Wheel Balancing & Tyre Rotation

OR BOTH KShs

950

Wheel Alignment Plus Wheel Balancing & Tyre Rotation This promotion is valid every Wednesday at ContiPartner stores nationwide. Offer is for passenger, SUV and light commercial vehicles only.

CONTIPARTNER LUSAKA ROAD Lusaka Road, Next to Shell Petrol Station, Nairobi, Kenya | tel 070 551 5364 email lusakaroad@contipartner.com

www.contipartner.com

Each market is different and the promotions we run are for the specific market requirements. Customizing these promotions benefit our customers with their Sell-Out activities. Sell-Out promotions are run on the criteria of a 50/50 cost share basis between Continental Tyre and the network of ContiPartner and ContiPartner Express dealers in a specific country. Promotional give-away items are selected according to the available budget for the market, which is connected to the tyre sales forecast. Dealer costs with supporting documentation are reported to Continental Tyre for auditing purposes before contributions are paid to the ContiPartner dealer(s). The promotion may be advertised through various mediums such as flyers, newspaper advertising, website campaigns, Facebook campaigns, etc.

SELL-OUT PULL-IN CAMPAIGNS

WE CARE WEDNESDAYS take advantage of great savings on essential services every wednesday at ContiPartner stores nationwide.

In keeping with brand uniformity and a consistent communication message in the market, we developed various designs for Promotional Campaigns, based on the layout concept of our Retail Price Advertising Designs.

ADVERTISING TEMPLATES AND DESIGNS ARE AVAILABLE FOR DOWNLOAD IN VARIOUS FORMATS FROM THE CONTIPARTNER.COM WEBSITE

We do our best to assist our dealers to get “feet into the door”. We developed the concept “We Care Wednesdays” for our ContiPartner dealers where great specials are run on Wheel Alignment, Wheel Balancing and Tyre Rotation. The promotion is run on the dealers “quiet day” when there is not a lot of traffic in the store. The day on which each ContiPartner dealer decides to run the promotion may vary. Dealers who consistently run this promotion on a weekly basis over an extended period of time report great success with the Pull-In of new customers and the opportunity to offer other services and products to them and to build customer relationships and credibility. Store details, the day on which the dealer prefers to run the promotion and pricing can be changed according to the desired requirements by the ContiPartner dealer.

PROMOTION BRAND AWARENESS 14

Brand building and brand awareness plays a major role in our markets. The focus is on building the ContiPartner brand as a network of tyre and auto fitment professionals who sell quality tyre brands and offer related auto services. The uniform external and internal look and feel of the stores, point of sale material, corporate clothing, stationary and the advertising promotion toolbox all contribute to our brand building efforts. To assist further with our brand building efforts, Continental Tyre developed other brand building concepts for our ContiPartner dealers such as vehicle branding, online promotion and billboard advertising.

AVAILABLE AT:

ONLINE PROMOTION E-BUSINESS

Rainb w MOTOR WORKSHOP & ENG LTD.

SCHAEFFLER TYRES Accra: Plot No. 60, 212 Gutta PerchaRoad Road, Newtire Graphic District, E-3456, Accra, Ghana Opposite Toyota House

Our online presence is a key focus area in our brand building efforts.

024 123 4567 024 444 4870 024 123 5678 024 463 4634 www.contipartner.com

ContiPartner extends its reach and brand building activities through various online channels like our ContiPartner website, Continental Tyre and General Tyre websites and Facebook sites.

styre@contipartner.com

www.rainbowmotors.com.gh

Connecting ContiPartner dealers to their consumers is made easy through our dealer store locator on the website. Every ContiPartner is listed and linked to Google maps and includes images of the stores.

AVAILABLE AT:

Rainb w MOTOR WORKSHOP & ENG LTD.

SCHAEFFLER Accra: Plot No.TYRES 60, 212 Gutta PerchaRoad Road, Newtire Graphic District, E-3456, Accra, Ghana Opposite Toyota House

The contipartner.com website is also Mobile Friendly. Any Sell-Out promotional campaigns for specific countries are linked to appear on the ContiPartner website to boost the Sell-Out campaigns for those countries.

Trusted German Engineering › Outstanding durability, and a quiet ride › Excellent braking performance and traction › All-terrain tyre superb for on-road and off-road use

024444 123 4870 4567 024 024 123 5678 024 463 4634

OUTDOOR ADVERTISING FIXED BILLBOARDS Continental Tyre have various standard billboard brand building designs available for use by our ContiPartner dealers. Designs are available in the ContiPartner, Continental Tyre or General Tyre brands. These designs have areas where the specific dealer details are displayed. Many of our dealers have sites or own billboard structures and use these designs to great effect for brand building, promotions and to establish the dealers association with a premium brand.

www.contipartner.com styre@contipartner.com

www.rainbowmotors.com.gh

AVAILABLE AT:

Rainb w MOTOR WORKSHOP & ENG LTD.

SCHAEFFLER TYRES Accra: Plot No. 60, 212 Gutta PerchaRoad Road, Newtire Graphic District, E-3456, Accra, Ghana Opposite Toyota House

Technology Driven › A proud heritage of German engineering › Advanced technologies that benefit the customer › Premium tires and services deliver the lowest overall driving costs

024444 123 4567 024 4870 024 123 5678 024 463 4634

www.contipartner.com styre@contipartner.com

www.rainbowmotors.com.gh

7 PROCESSES SYSTEMS & BUSINESS INTELLIGENCE 18

The final element of our ContiPartner programme is defined through the Processes we follow and implement to ensure the programme works for our dealers. The Processes followed may include systems and procedures we use to make all the elements of the program available to our dealers or the Processes we follow through our corporate compliance systems to ensure we deliver a world class service to our ContiPartner dealers. All the elements available within the ContiPartner programme is made available to our dealers through the dealer area on our ContiPartner website. This includes access to the ContiPartner Corporate Identity Manual which gives dealers direct access to the program process requirements. ContiPartner dealers also receive access to ContiOnlineContact (COC), a multifunctional online platform aimed at assisting ContiPartners with tyre stock logistics and availability, online ordering, management of back orders, viewing of statements, invoices and credits.

BUSINESS INTELLIGENCE PROCESSES Continental Tyre undertakes various market intelligence projects per country to ensure we have reliable and usable information available on market conditions, challenges and opportunities. Some of the processes we use to gather this data includes the Business Development Process, Marketing Gap Analysis, Market Tyre Surveys, Tyre Gap Analysis, Macro and Micro Economic Surveys, Competitor Analysis, etc. We make our research data available to our ContiPartners to assist them to understand their specific market. Our dealers also share their market intelligence data with us and together we get a detailed understanding of the market. This ensures we identify, engage and penetrate all our sales opportunities.

INFORMATION IS THE OIL OF THE 21ST CENTURY, AND ANALYTICS IS THE COMBUSTION ENGINE. Peter Sondergaard | Businessman and IT Researcher

TRUSTED GERMAN ENGINEERING