Hella Service Partner
Under the name Hella Service Partner , Hella KGaA Hueck & Co. has been operating a workshop system for independent vehicle workshops since 2000 , which is part of the franchising sector .
Content and background
Under the name of this marketing concept , the company offers participating workshops a selection of services and materials that are intended to impart knowledge to the workshops and to support them with marketing measures. As part of the corporate strategy "4 + 2", the company provides the affiliated workshops with information on technical details of the products and sales support in addition to the products. The content and information that is made available to the workshops is largely exclusive to the participants and cannot be viewed by the public. In addition, the company provides the participants with a separate branding under the “Hella Service Partner” brand, which is also exclusive to the participating workshops.
The concept offers participating workshops in the four product areas of Hella KGaA Hueck & Co.
- Vehicle lighting
- Electrics
- electronics
- Thermal management (includes vehicle air conditioning and engine cooling )
a mix of technical information and marketing support. In addition to technical training and information publications, the company provides participants with a selection of POS materials, signage , promotional items and print materials.
In contrast to other workshop concepts, the Hella Service Partner concept is a detailed concept and not a so-called full service concept. This means that the participating workshops do not enter into any obligation with regard to the sale of certain products with the supplier of the concept. In this case, the owner of the workshop remains free from any legal obligations that could influence his business activity and he is also free to choose the form in which the workshop establishes its own communication with the consumer. An appearance as a concept partner is not absolutely necessary, but is desired by the provider of the concept.
Just two years after its presentation in Germany, the concept welcomed the 1000th partner workshop in September 2002.
Integration into the marketing mix
In the company's marketing mix , this concept can be seen as part of the push-pull strategy as a pull activity.
Attendees
The participants in the concept must be auto repair shops that are active in the independent aftermarket .
Conditions of participation
According to the company, the members of the concept undertake to carry out work on the vehicle professionally using professional tools. The qualification of the workshops is checked and assessed at regular intervals by representatives of the company and the wholesalers who support the workshops .
Number of participants and countries
There are currently around 5,000 workshops that have joined the Hella Service Partner concept. The concept is active in the following countries:
- Germany
- Netherlands
- Belgium
- Austria
- Switzerland
- Ireland
- Great Britain
- France
- Spain
- Portugal
- Italy
- Greece
- Poland
- Denmark
- Sweden
- Norway
- Finland
See also
Individual evidence
- ↑ Hella: Archive link ( Memento of the original from September 14, 2008 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. On: www.hella.de . October 2, 2008, 11:30 a.m.
- ↑ Hella: [1] ( page no longer available , search in web archives ) Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. On: www.hella-press.de . October 14, 2008, 2:15 p.m.
