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

2. Table of Contents CRM Program Objective……………………………………………………………..
Concept Note
User Segmentation…………………………………………………………
Program Steps
Data Churning……………………………………………………………...
Enrollment Process…………………………………………………………
Design & Develop CRM software…………………………………………
Points Structure……………………………………………………………………….
Scheme Structure…………………………………………………………………….
Program Delivery Mechanism………………………………………………………..
Proposed Incentives…………………………………………………………………..
Our Deliverables……………………………………………………………………..
Evaluation Parameters………………………………………………………………..
Proposed Names………………………………………………………………………
Program Commercials………………………………………………………………..
Orbis Hospitality Services Private Limited draft proposal:confidential

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

4. Orbis Propose points based CRM Influencer Management loyalty program for Contractors segment called
“Greenlam Parivar”
Orbis Hospitality Services Private Limited draft proposal:confidential

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
Orbis Hospitality Services Private Limited draft proposal:confidential

6. Segmentation- Users
Contractors are segmented in 3 categories based upon their buying capacity on monthly basis
or annual turnover
Category
Gold
Diamond
Platinum
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.
Orbis Hospitality Services Private Limited draft proposal:confidential

7. Programme Steps Initial Data gathering and churning
Short listing of contractors (based on the agreed benchmark)
Enrollment
Track initial purchase cycle for six months
Continuous CRM drive to increase sales
Ultimate objective to have loyal base of contractors increase and overall sale
Some other important points
GCC will be awarded based upon profiling and purchase pattern
A Class contractors/ Project Sales contractors will be treated separately
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
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
Greenlam Contractors Enrollment
Enrollment through CRM
Enrollment through FOS
Enrollment through direct sale

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

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

12. Snapshot- web based CRM software for GREENLAM
Orbis Hospitality Services Private Limited draft proposal:confidential

13. Orbis CRM web based software
Orbis Hospitality Services Private Limited draft proposal:confidential

14. Points Structure On purchase of 1 sheet of .6 mm - 1 point
On purchase of 1 sheet of 1 mm points
On purchase of 1 sheet of 1.5 mm 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
Orbis Hospitality Services Private Limited draft proposal:confidential

15. Scheme Structure
Points
Gifts Option - I
Gifts Option - II
Gifts Option - III
Points Value
Cost/unit
Cost/Point
Cost %
150
Airbag
Tea Set
Wrist watch
79,500
700
4.67
0.88%
300
Mixer Grinder
Rice cooker
Table Fan
1,59,000
1,500
5.00
0.94%
500
Mobile Phone
Pressure Cooker 5 Ltr
Emergency light
2,65,000
2,500
800
Water Jug
Electric hot case
Water Purifier
4,24,000
4,000
1200
Gas stove burner
DVD Player
MP3
6,36,000
6,000
1800
LCD TV
165 L Refrigerator
Digital camera+ Washing machine
9,54,000
9,000
3000
Home Theater
Inverter
LCD 22"
15,90,000
15,000
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
25,000
6000
Gold worth Rs 30,000
Family Insurance coverage- reimbursement of one time premium- Rs 30,000
31,80,000
30,000
7000
Child higher education scholarship upto worth- Rs. 35,000
37,10,000
35,000
10000
Motorcycle worth
53,00,000
50,000
Point scheme to be worked out with variety of gifts at each slab. Point value can vary from Rs 4 to Rs 5/-

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.
Orbis Hospitality Services Private Limited draft proposal:confidential

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.
Orbis Hospitality Services Private Limited draft proposal:confidential

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
Orbis Hospitality Services Private Limited draft proposal:confidential

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

20. Some Proposed Events/ activities
Platinum (GCC)
Diamond
Gold
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
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

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
Orbis Hospitality Services Private Limited draft proposal:confidential

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
Orbis Hospitality Services Private Limited draft proposal:confidential

24. Our communication channels
Toll Free
SMS
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
Orbis Hospitality Services Private Limited draft proposal:confidential

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
Category
Target Users
Avg. Consumption/ month
% Consumption usage at 60%
Redemption 25%
Per Year consumption
Incremental Sales Rs. 500 per sheet
Gold
1000 40
600
6000
72,000
3,60,00,000
Diamond
750 80
450
9000
108,000
5,40,00,000
Platinum
400
150
240
Total
2,150
1,290
24,000
2,88,000
14,40,00,000
Projected incremental Sales for first year would be Rs Crore. From second year
onward redemption rate would be more than 25%
Orbis Hospitality Services Private Limited draft proposal:confidential

27. CRM Loyalty Program- Commercials- Delhi, Gurgaon, Faridabad & Noida
Cost components
Per unit
Quantity
Monthly Cost
Manpower cost
Project Coordinator
Full time
25,000 1
CRM
15,000 2
30,000
Database admin/ gift redemption
General Administration & other cost
Telephone Cost
3,000 3
9,000
Toll Free
National Toll Free
5,000
General Administrative Exp.
Office infrastructure 4
20,000
SMS Cost
8-10 times in 1 Qtr.
0.30
2,000
Sub- total
106,000
Orbis Service charges-15%
15,900
Gross total
121,900
Orbis Hospitality Services Private Limited draft proposal:confidential

28. CRM Loyalty Program- Commercials- Delhi, Gurgaon, Faridabad & Noida
Some additional Cost:
One time cost towards designing & development of CRM web based software - Rs. 150,000
Welcome Letter signed by CEO for Diamond and Platinum members + courier charges Rs. 25 per pkt
Nominal cost towards printing cost of Enrollment form & passport books
Bouquet + greetings card on Birthday for Platinum members - Rs. 450 each
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
Social activities
Proposed 1 painting competition in each zone of Delhi (South, west, north & east)- Rs Rs. 300 per family
Proposed 1 social get together for only platinum category members- Rs. 300 to Rs. 400 per members
Orbis Hospitality Services Private Limited draft proposal:confidential

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
4 - 5 Days for Recruiting & Training of Staff
Proposed Launch of CRM Program- within Days
Orbis Hospitality Services Private Limited draft proposal:confidential

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New Delhi
South India Office
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