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29 th March 2013 CRM Management Influencer Loyalty Program Greenply Industries Limited – Laminates Division (Greenlam) Orbis Hospitality Services Private.

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Presentation on theme: "29 th March 2013 CRM Management Influencer Loyalty Program Greenply Industries Limited – Laminates Division (Greenlam) Orbis Hospitality Services Private."— Presentation transcript:

1 29 th March 2013 CRM Management Influencer Loyalty Program Greenply Industries Limited – Laminates Division (Greenlam) Orbis Hospitality Services Private Limited draft proposal : confidential

2 Table of Contents a.CRM Program Objective…………………………………………………………….. b.Concept Note User Segmentation………………………………………………………… c.Program Steps Data Churning……………………………………………………………... Enrollment Process………………………………………………………… Design & Develop CRM software………………………………………… d.Points Structure………………………………………………………………………. e.Scheme Structure……………………………………………………………………. f.Program Delivery Mechanism……………………………………………………….. g.Proposed Incentives………………………………………………………………….. h.Our Deliverables…………………………………………………………………….. i.Evaluation Parameters……………………………………………………………….. j.Proposed Names……………………………………………………………………… k.Program Commercials………………………………………………………………..

3 We recommend an enterprise propriety loyalty model for the contractors to begin with Primary Objectives a.To influence the decision makers b.Engage the unorganized sector on one platform by Creating own base of Loyalty Users c.Increase share of wallet of existing dealers d.To create a strong value proposition e.Complaints Process Management f.Repeat and Higher Purchase incentive management Secondary Objectives a.Retain and Reward our best stakeholders b.To get an end to end sales mapping c.Turn our influencers into our advocates d.Achieve trigger Marketing opportunities e.Customize future promotions and offerings CRM Influencer Management Loyalty Program- Objective

4 Orbis Propose points based CRM Influencer Management loyalty program for Contractors segment called Greenlam Parivar

5 Contractor Program Concept Note Let us call it for the time being Greenlam Parivar. We would like to propose points based CRM Influencer Management loyalty program for contractors segment. Every laminates sheet will have coupon pasted on it which is detachable ( 10 digit computer generated numeric number with bar codes readable through bar coder) Coupons will have points which can be tear off by contractors at the time of purchase Contractors will start accumulating coupons which can be pasted on passport book Contractors will start accumulating points to redeem at certain level to get some pre decided gifts Coupon series will be issued by Greenlam IT department and same will be pre loaded in our CRM software

6 Segmentation- Users CategoryGoldDiamondPlatinum Consumption Up-to 50 sheets (per Month) sheets ( per month) Above 100 sheets ( per month) Point System 10% additional Bonus Points 15% additional Bonus Point Points system will be pre-defined in CRM software and based upon category points will be calculated Diamond & Platinum members will get special treatment during events Platinum members are issued Greenlam Certified contractor ( GCC) certification as well Platinum club members will be visited by ZM and NSM during their visits. Contractors are segmented in 3 categories based upon their buying capacity on monthly basis or annual turnover

7 Programme Steps a)Initial Data gathering and churning b)Short listing of contractors (based on the agreed benchmark) c)Enrollment d)Track initial purchase cycle for six months e)Continuous CRM drive to increase sales f) Ultimate objective to have loyal base of contractors increase and overall sale Some other important points i.GCC will be awarded based upon profiling and purchase pattern ii.A Class contractors/ Project Sales contractors will be treated separately iii.Other contractors referred by Greenlam will be enrolled under platinum category (based upon purchase pattern)

8 Step-1 : Data churning and Gratification Greenlam to provide database of contractors Orbis to use existing database Orbis to procure more database of contractors Orbis CRM to start validating data Orbis CRM to create system for correct validation and long term usage of data

9 Step-2 : Enrollment Process Greenlam Contractors Enrollment Enrollment through CRM Enrollment through FOS Enrollment through direct sale Orbis CRM team to start enrollment process Direct sales team and FOS will also do enrollment, but profiling will be handled by Orbis CRM team

10 Step-3 :Design & Development of CRM Software Orbis to design and develop web based CRM software Advantage of CRM software: a.Online database management b.Secondary sales mapping c.Customize your sales promotion & scheme d.Customize MIS as per need e.Better complaints management

11 Snapshot- web based CRM software for GREENLAM..cont.. Greenlam Parivar Enrollment Form

12 Snapshot- web based CRM software for GREENLAM

13 Orbis CRM web based software

14 Points Structure On purchase of 1 sheet of.6 mm-1 point On purchase of 1 sheet of.8 mm-1 point On purchase of 1 sheet of 1 mm-2 points On purchase of 1 sheet of 1.5 mm-2 points On purchase of 1 sheet of above 1.5 mm-2 points Note: Points are differentiated as per value of each laminates. As per our understanding, base rates of laminates are: 1 laminate sheet of.6 mm : Rs Vat+ Texture 1 laminate sheet of.8 mm : Rs Vat+ Texture l laminate sheet of 1 mm : Rs Vat+ Texture 1 laminate sheet of 1.5 mm: Rs Vat+ Texture

15 Scheme Structure Point scheme to be worked out with variety of gifts at each slab. Point value can vary from Rs 4 to Rs 5/- PointsGifts Option - IGifts Option - IIGifts Option - IIIPoints ValueCost/unitCost/PointCost % 150AirbagTea SetWrist watch 79, % 300 Mixer GrinderRice cookerTable Fan 1,59,000 1, % 500Mobile PhonePressure Cooker 5 LtrEmergency light 2,65,000 2, % 800Water JugElectric hot caseWater Purifier 4,24,000 4, % 1200Gas stove burnerDVD PlayerMP3 6,36,000 6, % 1800LCD TV165 L Refrigerator Digital camera+ Washing machine 9,54,000 9, % 3000Home TheaterInverterLCD 22" 15,90,000 15, % 5000 Bangkok Trip for 1 person (2 n/ 3d) 1.5 Ton Window Air Conditioner Kathmandu trip for 1 (3n/4d) for couple 26,50,000 25, % 6000Gold worth Rs 30,000 Family Insurance coverage- reimbursement of one time premium- Rs 30,000 Gold worth Rs 30,000 31,80,000 30, % 7000 Child higher education scholarship upto worth- Rs. 35,000 37,10,000 35, % 10000Motorcycle worth 53,00,000 50, %

16 Program Delivery Mechanism Launch CRM Influencer Management Loyalty Program for contractors Greenlam Parivar We will launch in Delhi/ NCR as a pilot program covering A class and other contractors The program will have a three pronged approach SMS Toll free Physical Coupon A small Welcome Kits to contractors who are enrolled under Greenlam Parivar : Welcome letter signed by CEO Passport book to paste coupons Unique code of the contractor Greenlam Parivar leaflets with all information- Which will have Toll free number and Short SMS code details. On every purchase of Greenlam laminates, Contractor will get a coupon.

17 Program Delivery Mechanism The Contractor has three choices: He can SMS the code on short SMS code….. Since his mobile is registered in our system, in turn, he will get the SMS for confirmation and balance point. He can call up the toll free number and get the coupon code registered. He can collect the coupons in the passport book allocated to him. In all these three case: The code will be mapped to the master list of codes used by Greenlam in printing of the coupons. If the code is verified successfully, contractor will receive an automated reply confirming code registered successfully. In case the code is incorrect or the mobile number from which the code is sent is not registered an alert message will be sent to the contractor followed by a call from our helpdesk to ensure we capture all the coupons.

18 Program Delivery Mechanism How to Apply for redemption: Contractor can call up the toll free number and put a request for redemption. If he is keeping a passport book, he can call up the toll free number and can get the name of the local representative whom he can handover the passport book. The passport book will come to program center and then codes will be entered in the system. All received coupons are tagged in the system and de-duped with codes via SMS if any. Orbis Program centre team will help the redemption of gifts also Special training will be imparted to the contractors on how to SMS by organizing contractors meets at local level. Orbis CRM team will be the single point contact for all contractors

19 Program Process Flow Day 1 Day 2 Day 2 Day 3 Quarterly 1st-2nd Month Day Day Yearly On going Ongoing Ongoing Details verified/ updated into CRM software Details verified/ updated into CRM software CRM Enroll over phone CRM Enroll over phone SMS confirmation Unique ID number with contact details sent via SMS Unique ID number with contact details sent via SMS CRM calls on product updates CRM calls on product updates CRM calls for sales enhancement CRM calls for sales enhancement CRM calls for profile enhance CRM calls for profile enhance Courtesy Call Courtesy Call Birthday/ Anniversary calls Birthday/ Anniversary calls New product Launch / Sales scheme follow up New product Launch / Sales scheme follow up CRM calls/SMS on festivals CRM calls/SMS on festivals CRM Calls for any services request CRM Calls for any services request

20 Some Proposed Events/ activities Platinum (GCC)DiamondGold Tree Plantation/ Medical Camps Vishwakarma Pooja Independence Day Flag Hoisting Roza Iftar Party Kids Drawing competition at regional level & state level Chhatt Festival Diwali/ Holi Festival/ Baishakhi/ Onam/Pongal/ Durga Pooja/ Ganesh Chatturthi Diwali/ Holi Festival/ Baishakhi/ Onam/Pongal/ Durga Pooja/ Ganesh Chatturthi Diwali/ Holi Festival/ Baishakhi/ Onam/Pongal/ Durga Pooja/ Ganesh Chatturthi Movie Show/ Family Picnic/ Magic Show/ Laughter show/ Cricket Match/ Food Festivals Magic Show/ Laughter show/ Food Festivals Greenlam Management can decide any of the above option and then Orbis will execute

21 Other Proposed incentives & activities Contractors Incentive- Platinum Members Celebrity Interactions: Face time with leading Bollywood /TV stars Annual Award Night: Designed exclusively for Contractors Bouquet and Chocolate/ Cake on Birthday Festive greetings cards on Diwali/ New Year Contractors meet at regional levels Contractors Incentive- Other than Platinum Members Table Calendar Coffee Mug Wall Clock Business Cards Movie Tickets Contractors meet at regional levels

22 Orbis Deliverables in CRM Influencer Loyalty Program Data Centre : Database Management Customer Service/Call Centre/ Complaints Management National Toll Free set up SMS campaign, dedicated 5 digit Sort code- XXXX Design and develop web based online CRM software Enrolment Event Management- for Spouse, Kids & contractor Eg. Garbha nights, Karvachauth mehandi event and kids drawing competition etc. FOS team management Rewards Management/ Gift distribution CRM drive- Birthday/Anniversary wishes

23 Success Evaluation parameters Increase in number of enrollments Number of Active v/s In-active contractors Number of contractors buying Month on Month A loyal partner will look to buy at a regular frequency Number of redemptions

24 Our communication channels Toll FreeSMS Physical letter Registration In-bound / out-bond program helpdesk New product launches Points communication Scheme announcement Sales confirmation Training announcement Complaints Management Service requests Points communication Scheme launch Program related info Greenlam product related information Reward fulfillment announcement Points statement New product launch This is applicable for only few set of Contractors who belong to A class

25 Proposed suggested Names for Programme Greenlam Excellence Greenlam Anmol Ratn Greenlam Royal Club Greenlam Premier Club Greenlam Masterpiece Greenlam Woodcrafter

26 CRM Loyalty Program- ROI- Delhi/ NCR Projected Incremental sales- Secondary sales mapped through CRM system Projected incremental Sales for first year would be Rs Crore. From second year onward redemption rate would be more than 25% Category Target Users Avg. Consumption/ month % Consumption usage at 60% Redemption 25% Per Year consumption Incremental Sales Rs. 500 per sheet Gold ,000 3,60,00,000 Diamond ,000 5,40,00,000 Platinum ,000 5,40,00,000 Total 2,150 1,290 24,000 2,88,000 14,40,00,000

27 CRM Loyalty Program- Commercials- Delhi, Gurgaon, Faridabad & Noida Cost components Per unitQuantityMonthly Cost Manpower cost Project CoordinatorFull time 25,000 1 CRMFull time 15, ,000 Database admin/ gift redemptionFull time 15,000 1 General Administration & other cost Telephone Cost 3, ,000 Toll FreeNational Toll Free 5,000 1 General Administrative Exp.Office infrastructure 5, ,000 SMS Cost8-10 times in 1 Qtr ,000 Sub- total 106,000 Orbis Service charges-15% 15,900 Gross total 121,900

28 CRM Loyalty Program- Commercials- Delhi, Gurgaon, Faridabad & Noida Some additional Cost: a.One time cost towards designing & development of CRM web based software - Rs. 150,000 b.Welcome Letter signed by CEO for Diamond and Platinum members + courier charges Rs. 25 per pkt c.Nominal cost towards printing cost of Enrollment form & passport books d.Bouquet + greetings card on Birthday for Platinum members - Rs. 450 each e.Freebies cost will be as per actual from the suggested list of items+ cost of courier charges. Greenlam management can decide atleast 1-2 freebies during the year for Greenlam Parivar members f.Social activities a.Proposed 1 painting competition in each zone of Delhi (South, west, north & east)- Rs Rs. 300 per family b.Proposed 1 social get together for only platinum category members- Rs. 300 to Rs. 400 per members

29 CRM Loyalty Program- Launch CRM Program Signed & LOI issued 4-5 Days for office set-up, toll free, short code 4-5 days – Collateral designing Printing Days for Recruiting & Training of Staff Proposed Launch of CRM Program- within Days

30 North India Office 581/3, First Floor, Chirag Delhi Main Road New Delhi South India Office , Rama Krishna Nagar, Shankara Mattam Road, Visakhapatnam – 16 Andhra Pradesh India International Unit Orbis international Unit Sydney street Dorchester MA USA Board Direct GSM Web : Thank You


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