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PARTS & PRODUCT SUPPORT Vol.-4 Q4, 2019

Welcome to the fourth edition of Best Practice Bulletin. It has been our constant endeavour to provide the industry’s finest support to our esteemed customers. We have started developing Best Practice Bulletins this year. The first edition was released during Annual Dealer Conference 2019 followed by the second edition during Mid-Year Dealer Conference 2019 and the third edition during RSM Meet 2019. The team had received a great response from all the dealership managers. We are continuously providing Best Practice Bulletins to make sure that these practices are reaching out to every single dealership for peer-to-peer learning and collaborating to enhance our service revenue. This is the fourth edition of Best Practice Bulletin, where we are sharing more best practices of JCB dealerships and JCB HQ. The dealer partners have found new opportunities to grow the business in the area of revenue generation. Would request you to go through the journey of our fellow dealers, learn, replicate at your dealerships. Also, find out new opportunities which can be used to improve the dealership business. I strongly believe that this platform will continue to provide innovative ideas in future years to truly develop the industry’s finest customer support. I wish you all the very best! Deepak Shetty Executive Vice President Sales, Marketing, Business Development, After Sales 2 Vol.-4, Q4-2019

BEST PRACTICE BULLETIN Dealership Name: Suryabala Total Machine Parc: 2000+ Practice Initiated: Feb 2019 WELD ON WHEELS (WOW) Activity The idea was to increase workshop revenue by increasing welding revenue of the dealership. Suryabala has introduced Weld On Wheels (WOW) in Salem territory where there was a huge potential for welding revenue. Objective Business target • To increase the service revenue by increasing welding revenue. Quarter targets of the dealership • Reconnect with the beyond warranty customers. • To generate beyond warranty service revenue - 75 lacs. • Enhancement of RPMPM (Revenue Per Machine Per Month). • To generate workshop labour revenue - 18.75 lacs. • To generate welding revenue - 15 lacs. Challenges faced • To achieve RPMPM - ₹2000. • The dealership was in initial set-up state and infrastructure How did you overcome the challenges? was not built completely. So customers were approaching local workshops for welding related jobs. • Introduced WOW (development cost – 7.7 lacs) which is used to complete welding jobs on the customer site Result on business itself. • This activity has contributed 30% in achieving • Dealership has communicated to the customers about the year targets of workshop revenue. WOW facility through WhatsApp and with the help of service and CRE team. • WOW has visited 83 sites and 102 machines till now. Benefit to the customer • Total revenue generated from WOW is 18.6 lacs and profit is 11 lacs. • WOW goes to the customer sites and does the repair jobs there itself. This saves customer’s time and money against • Contribution of WOW in workshop revenue of bringing the machine to the workshop. Q3-2019 against revenue of Q3-2018 is given below: • Customer can plan the machine idle time for Parameter Q3 – 2018 Q3 – 2019 the repair jobs. 17.66 Work(sinholapclsa)bour 9.9 89.7 Bseeyrovin(cidne wlraecavsre)rnaunety 38.6 1189 748 RPMPM (INR) Weld(ininglarecsv)enue 9 17 For internal use only Vol.-4, Q4-2019 3

BEST PRACTICE BULLETIN Dealership Name: Popular Total Machine Parc: 2000+ Practice Initiated: July 2019 BOC PARTS BUSINESS GROWTH – ENGINE PARTS/RECON ENGINE Activity During the analysis of BOC parts, it was observed that the market share of engine parts and recon engine is very low. Focus on engine parts/recon engine through a systematic approach after analysing BOC. The knowledge that there is a huge potential in this segment prompted the dealer to explore the same. Objective Business target • To become a one-stop solution provider for our customers • To improve engine parts and recon engine market for engine related work. share >50%. • To increase BOC market share of recon engine and How did you overcome the challenges? engine parts. • Engine rebuilding team was set under an • To eliminate engine spurious market players. experienced manager from the rebuilding • To build customer’s confidence in our recon engine quality. industry. Challenges faced • Separate branch wise team was build to focus on engine business. • Convincing the customers to go for recon engine. • Meet customer’s expectations on recon engine quality. • Telephone enquiry tracker created which • Prove the cost effectiveness of recon engine over JCB helped in-charges to follow-up for recon engine sales. engine parts. • Daily WhatsApp messages sent to inform the customers about Result on business the details of parts promotion – this activity named “ningalarinjo” which means “ Did you Know” in Malayalam. • Engine parts business growth registered from 28% to 63%. • Recon engine business growth registered from 7% to 46%. Benefit to the customer • Hassle-free one-stop solution provider for all service needs. • Warranty on recon and rebuild engine resulted in “peace of mind” for the customer. 4 Vol.-4, Q4-2019

BEST PRACTICE BULLETIN Dealership Name: Rajesh Motors Total Machine Parc: 7900+ Practice Initiated: July 2019 BHL 2000 HOURS COMBO KITS PROMOTION Activity The idea was to promote 2000 hours BHL combo kits by contacting fleet machine owners and showing them the benefits of the kit. Objective Business target • To increase parts & lubes sale during the tough market situation. • To sell 150 kits in Q3-2019. • Customers retention for BHL 2000 hours kits. How did you overcome the challenges? Challenges faced • Ensured customer awareness through SMS, WhatsApp & CRM calling for BHL 2000 • Customer awareness & interest for 2000 hours kits. hours kits. • Convincing customers to invest all • Specially targeted fleet machines owners amount, of services till 2000 hrs., at once. and those where 2000 hours service • Fixed mindset of team members and customers. is approaching. Result on business • Offered attractive 14% discount on kits with sharing between JCB & • Contributed 148 Lacs in parts business for Q3-2019. dealer. • Used internal competition method across branches to shift towards “Growth Mindset from Fixed Mindset”. • Daily monitoring through con-call on low performing branches. Benefit to the customer • Discounted pricing of kit let to reduced maintenance cost. • Peace of mind due to no hassle of each visit payment. • Use of genuine parts during maintenance resulting in less maintenance cost. • Reduced transportation cost against coming to the dealership for parts. For internal use only Vol.-4, Q4-2019 5

BEST PRACTICE BULLETIN Dealership Name: Ratnapprabbha Motors Total Machine Parc: 2400+ Practice Initiated: August 2019 MISSION - ANNUAL SERVICE CONTRACT SALE Activity The ideas was to increase ASC coverage & service revenue through daily monitoring of beyond warranty machines. Objective Business target • To increase ASC coverage. • To achieve service revenue of 15 lacs in a month. • To re-connect with lost customers. How did you overcome the challenges? Challenges faced • Option of payment in 2 instalments was provided to the • Customers were out of funds due to no rains in customers. Marathwada area. • A survey was done with the customers about services • Customers were preferring local freelancers for offered and service charges collected by freelancers. machine services. • Six months ASCs were offered to freelancers -> BHL- • Very low utilisation of machines. ₹ 8500 and HL- ₹ 15000 in line with an agreement. Result on business • Daily monitoring of ASC collected and dashboard circulation for healthy competition within the team. Benefit to the customer • Scheduled services and repairs through JCB trained manpower. • Quick and prompt service support. • Discount on parts / lubes for major jobs. 6 Vol.-4, Q4-2019

BEST PRACTICE BULLETIN FLASH CAMPAIGNS (MGB MOTORS) Introduction • The idea of this activity was to push the retail of fast moving parts by making customers/operators aware about the quality of JCB genuine parts/lubes. • Branch & engineer wise targets were given. • Canopy activity planned at key branch location. One day goal to reach 1000 plus numbers sale of JCB 500 gm. grease packets Objective - To create awareness about JCB 500 gm. grease packets. Activity - Live comparison shown to customers through Asli & Nakli grease kit. Result - Dealership sold 1404 nos. of grease packets in a day. MGB cutter kits day – 800+ nos. targeted Objective - To attack fleet owners & make them use JCB genuine parts. Activity - Live demos conducted at customer sites to increase confidence on JCB cutter kit life. Result - Dealership sold 901 nos. of cutter kits in a day. MGB filter kits day – 200+ nos. targeted Objective - To bring back lost customers. Activity - Dealership has focused on customers who have not purchased filter kits within last 3 months. - Training session given to field engineers for benefits of genuine parts over local parts. Result - Dealership sold 210 nos. of filter kits in a day. For internal use only Vol.-4, Q4-2019 7

BEST PRACTICE BULLETIN NEW GREASE BUSINESS OPPORTUNITIES Introduction • JCB has launched 500 gm. grease packets in the month of Oct-2019. Some of the JCB dealers found new opportunities and started selling JCB grease packets to non JCB customers as well. Bombay JCB – West Zone • JCB has started selling grease packets to auto-rickshaw drivers. • JCB grease cost, quality, durability and viscosity are better than local market grease – as per feedback received from customers. • It has sold 142 nos. of grease packets to auto-rickshaw drivers till now. Advaith – South Central Zone • Advaith has started selling grease packets to 2 - wheeler local garages as well as auto drivers. • It sold 15 grease packets to 2 - wheeler mechanics. Mohan& Rajsons - North Central Zone • Mohan dealership has started selling grease packets to 2 & 4 wheeler mechanics, automobile & agricultural equipment workshops and sold 103 grease packets in the month of Dec-2019. • Cost and performance comparison between local and JCB grease shown to the customers. • Rajsons dealership has sold 2 nos. grease packets in a gym of its territory. 8 Vol.-4, Q4-2019

BEST PRACTICE BULLETIN WORKSHOP ON WHEELS (SIDDHARTH AUTO ENGINEERS) Introduction • The business improves as much as we connect with our customers. As per today's market condition and competition, we definitely need to put extra effort to reach out to our customers for their requirements. • Customers come to the dealership or workshop to purchase parts and to get their machine services done. Some of the customers generally prefer local workshops because of time constraints. • Siddharth dealership has found the solution and developed a custom-made Workshop On Wheels (WOW) in 2014. Objective • To re-connect with the customers who were preferring the local workshops for parts purchase and repairs. • To increase parts and service revenue. WOW development details • WOW is equipped with most of the equipment like welding kit, drilling machine, genset, compressor, bench vice, basic toolkit and hand grinder etc. Result on business • WOW has visited 344 machines and 375 customer sites till now. • Total 6.94 lacs additional welding revenue and 0.85 lacs parts revenue generated. • Additional 5.6 lacs revenue generated as ASC sale during site visit. Benefit to the customer Vol.-4, Q4-2019 9 • Doorstep services and repairs are provided to the customer. • WOW does major repairs like overhauling, welding on the customer's site itself. • It saves customer’s time and money. For internal use only

BEST PRACTICE BULLETIN LIVELINK MAJOR ACCOUNT DASHBOARD Introduction In today’s scenario construction equipment customers want to see their machine performance on a daily basis. This is not possible for major account customers who own multiple machines at different locations. JCB Livelink has created a dashboard for major account and fleet machine owners to showcase their machines’ performance. Customers can download this dashboard from the report section of the Livelink app and see the data available for the last 30 days.It helps them to understand the current situation and allows to make business decisions in terms of machine's productivity and performance. Applications • This dashboard categorises machine performance in 8 sections. It helps customer to monitor the machine performance digitally. Customer can view all the important aspects like excessive idling, machine maintenance and can compare the machine utilisation with national average. 1. Machine Count 2. Excessive Idling • Fleet machine owners also can track and download machines • It is used to monitor machines with idling greater available with them. than 25%. • Model wise machine count is visible. • Model wise excessive Idling can be tracked. 3. Service Overdue 4. Services Approaching • It shows no. of machines which are overdue for • It is used to track machines which are approaching for services. services. • Large fleet machine owners can manage maintenance of • Model wise data can be downloaded. the machine with the help of this feature. • Model wise data can be used by taking immediate decisions on machine services. 10 Vol.-4, Q4-2019

5. Critical Health Alerts 6. Average Machine Utilisation • Model wise machine health can be seen with download • Average hours of machine utilised by the customer’s fleet. functionality. • Model wise machine utilisation list can be downloaded • It shows red alerts according to machine health condition. and tracked. 7. Average Utilisation vs. National Utilisation 8. Livelink Renewals • It compares customer’s machines usage with PAN India • It can track machines which are overdue for Livelink utilisation. renewals. • Benchmark comparison with highly utilised & idle machines • Customer can take action immediately to enable Livelink can also be done. services. • Customer can understand utilisation trend & usage and accordingly plan the activities. Benefit to the customer Vol.-4, Q4-2019 11 • Business growth is proportional to machine performance. This dashboard helps the customer to check his machine’s performances every moment. • Customer can timely plan activities like services, maintenance etc. and grow his business exponentially. For internal use only

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