Post on 19-Nov-2014
VIZAG, JUNE 30TH
WHAT IS THE MISSING PIECE?
• WE HAVE….
– GREAT BRANDS
– ONE OF THE HIGHEST ADVERTISING SPENDS IN THE WORLD
– MILLIONS OF LOYAL CONSUMERS ACROSS THE COUNTRY.
– ARGUABLY THE MOST TALENTED AND EXPERIENCED FIELD FORCE IN
THE COUNTRY
• SO, WHAT IS THE MISSING PIECE?
HUL’S DISTRIBUTION EDGE SLIPPING
• VWD TRENDS GROWING FOR COMPETITION WHILE HUL DECLINING/STABLE
• ISSUES CROP UP AT BRAND/SKU/GEOGRAPHY CUT
• DIRECT COVERED OUTLETS= BETTER SHARE IN O/L
AND IN SOUTH?
• CLEAR CORELATION BETWEEN WTD VAL
DISTRIBUTION AND MARKET SHARE
• IN 2 YEARS ALL OUR LOSSES HAVE BEEN GAINS
FOR SANTOOR AND GODREJ
• URGENT NEED TO INCREASE WTD VAL
WHAT’S DOING?
• P&G APPOINTING – SUB STOCKIEST (SS) IN THE SUB URBAN MARKETS + KEY RURAL
MARKETS. AGENDA IS TO COVER MORE OUTLETS TO INCREASE WIDTH OF
DISTRIBUTIONS THRU THE SUB – STOCKIEST
• P&G IS SELECTING/APPROACHING ALL THE KEY WS PARTIES/MAJOR DISTRIBUTORS
IN VILLAGES ( LIKE LOCAL NESTLE,BRITANIA DISTRIBUTORS/SUB STOCKIEST)
WHAT’S DOING?
• TATA TEA’S ‘GAON CHALO’, A RURAL MARKETING
PROJECT IN A TIE-UP WITH NGOS.
– IN EARLY 2006, TATA TEA TIED UP WITH 12 NGOS TO
SPREAD ITS REACH ACROSS RURAL MARKETS. BY 2008,
ADDED > 20,000 RETAILERS, INCLUDING 500 NEW
RURAL DISTRIBUTORS, IN 10,000 VILLAGES. IN
CONTRAST, IT HAD TAKEN ALMOST 20 YEARS TO BE IN
50,000 URBAN OUTLETS VIA 500 DISTRIBUTORS.
• NIELSEN DATA INDICATED IN UP, WHERE THIS WAS
PILOTED, TATA TEA’S MARKET SHARE ROSE FROM
18.1% TO 26.6%, WHILE HUL LOST MORE THAN 6%
IN JANUARY-MARCH 2008
WHAT’S DOING?
• AN E-CHAUPAL HAS TRANSFORMED INTO A PRODUCT HUB – THEY DISTRIBUTE PRODUCTS OF MORE
THAN 70 ORGANIZATIONS
• NOW THAT ITC HAS A STRONG NON CIGARETTE FMCG BASKET, THEY CAN USE THIS NETWORK TO
FURTHER THE REACH OF THEIR PRODUCTS
• HUL’S COMPETITORS (DUNCAN TEA/ EMAMI) USE THIS NETWORK TO GAIN RURAL REACH
MILESTONES 2007 2010 (PROJECTED)STATES COVERED 9 15
VILLAGE COVERED 38,500 100,000
E-CHOUPAL INFO KIOSKS 6,500 20,000
EMPOWERED FARMERS 3.5 MILLION 10 MILLION
WHAT SHOULD DO?
VWD TRENDS GROWING FOR COMPETITION WHILE HUL DECLINING/STABLE
ISSUES CROP UP AT BRAND/SKU/GEOGRAPHY CUT
CLEAR CORELATION BETWEEN WTD VAL DISTRIBUTION AND MARKET SHARE
WITH DIRECT COVERAGE, WE HAVE
BETTER ABILITY TO DIRECTLY INFLUENCE AND ACTIVATE POS
BETTER SHARE IN OUTLET (ASSORTMENT / INFLUENCING DEPTH/ROLE OF CREDIT / BETTER
SERVICE / ACTIVITIES / OPS /CHANNEL PROGRAMME/VISIBILITY )
BETTER VISIBILITY OF EXECUTION DATA AT OUTLET LEVEL
BETTER MONITORING AND SCOPE FOR IMPROVING PERFORMANCE
MORE STORES, MORE VWD, MORE MARKET SHARE
CON
CERN
THE
FACT
SSO
?
RURAL DIRECT COVERAGE 2010
BASE COVERAGE EXPANSIONBASE COVERAGE EXPANSION
2,50,0005,00,000
MC SHAKTIMAAN
2,00,000
3,00,000
AND HOW DID SOUTH RURAL DO?
WHO DID THIS?
D.MADESHWARAN
P V SANDHYAVE
NAGESHWARAN
KRISHNAKUMAAR
SANKARNARAYAN
D KRISHNAKUMAR KARTHIKEYAN
V BALASUBRAMANIAM
JAGADEESH
JITENDER
RSN PRASAD
JAYARAM SHETTY
HAREESH
NAVALGUND
C KRISHNAMURTHY
RAJENDRAN
VAMSISUBBU
LOKESH
VALLI
SUBBU
GURUVARUR
MANOHAR
AREA NAME TARGET ACHIEVEMENT % ACH
MUMBAI TOTAL 36,779 31512 86%
KOLKATA TOTAL 53,687 36722 68%
DELHI TOTAL 58,466 45,548 78%
CHENNAI TOTAL 47292 48266 102%
ALL INDIA TTL 196,224 162,048 83%
BRANCH AV
ADDING NEW MARKETS SATURATE > 2K MARKETS
RAISE THE COVERAGE LEVELS INLINE WITH BEST PRACTICE
ADDING OUTLETS IN COVERED MARKETS
LEVERAGE SHAKTI FOR COVERAGEREACHING INACCESSIBLE
MARKETS
PHASE 2: SHAKTIMAAN
LEARNING FROM BANGLADESH
• POLLYDUT IS BENGALI FOR RURAL AMBASSADOR.
– A COMMISSION BASED FREE-LANCE DSR (FDSR) IS APPOINTED.
– PROVIDED WITH A BI-CYCLE OR TRI-CYCLE FOR BOTH ORDER
TAKING AND DELIVERY.
– SELLS TO THE OUTLETS WITHIN THE GIVEN GEOGRAPHICAL
AREAS.
UBL
DISTRIBUTOR
POLYDUT
RETAILER
INDIA: SHAKTIMAAN• SHAKTIMAN IS NOT JUST IMPROVING
INFRASTRUCTURE IN SHAKTI, BUT
INCREASING OUR INDIRECT COVERAGE
IN <2K VILLAGES
• SHAKTIMAN HAS THE POTENTIAL TO
INCREASE SHAKTI SALES (CURRENTLY AT 10%
OF RURAL SALES) BY 60%
• SHAKTIMAN WILL ALSO IMPROVE THE MIX
SOLD IN SHAKTI AND MAKE THE BUSINESS
MORE VIABLE
• PILOT LAUNCHES HAVE SHOWN
ENCOURAGING RESULTS ACROSS THE
COUNTRY
INDIA: SHAKTIMAAN• A MALE FAMILY MEMBER HELPS IN RETAIL
COVERAGE WHILE THE SE FOCUSES ON HOME
TO HOME
• SHAKTIMAAN TO FOCUS ON INACCESSIBLE AND
REMOTE MARKETS
• FORMALIZE BY PROVIDING A CYCLE AND
REGULAR PJP AND SALES PROCESSES
• TRAINING AND MANAGEMENT OF THE
SHAKTIMAAN THROUGH SHAKTI RSP
• EACH SHAKTIMAAN TO COVER AT LEAST 14 - 18
ADDITIONAL OUTLETS FROM NEARBY SMALL
MARKETS
• TOTAL AMBITION TO COVER 3,00,000 OUTLETS
LEARNING FROM ORISSA
1337Cycles landed
3978 villages covered 16566
outlets covered
50%
turnover increase in
Shakti turnover 3.8
average drops per SE
25
unique lines sold per SE
LEARNING FROM ORISSA
• SE meeting attendance & communication of prime
importance
• Alternatives if SE doesn’t want to become SM
– Employ another cycle man to do SM’s job
– Appoint separate SM for retail coverage in the village
• Frequency of RSP contact crucial
THE PROCESS
LOCALITY MAPPING
SHAKTIMAANRECRUITMENT
RSP RECRUITMENT
BLUEPRINT
OUTLETIDENTIFICATION
OUTLETCREATION
HANDSET
FIRST BILL
LOCALITY MAPPING
SHAKTIMAANRECRUITMENT
RSP RECRUITMENT
BLUEPRINT
OUTLETSCOUTING
OUTLETCREATION
HANDSET
FIRST BILL
LOCALITY UPDATION
LOCALITY MAPPING UPDATED IN RS UNITY
BETA BLUEPRINT
ALPHA BLUEPRINTTHIS WORKSHOP TO WORK ON
BETA BLUEPRINT:
• MAP VILLAGES TO SEs/ SMs
• FREEZE NETWORKS ON
PERIPHERALS
• FREEZE NETWORKS ON SE
MEETINGSSE/SM WISE VILLAGE+
OUTLET TARGET
SHAKTIMAAN RECRUITMENT
• ALL BDEs TO CONDUCT SE-WISE WORKSHOPS TO
– CASCADE SHAKTIMAAN PLAN
– SIGN AGREEMENT
– ALLOCATE TARGETS
– FREEZE SCOUTING/ OUTLET ADDITION NETWORKs
• WORKSHOPS FROM JUL 23RD – JUL 30TH
– BUDGET DETAILS INCLUDED LATER
• PARALLEL RSP RECRUITMENT PROCESS INITIATED
OUTLET SCOUTING/ ADDITION
SM SCOUTS THE OUTLETS
1
RSP VERIFIES +COLLECTS DATA IN GIVEN FORMAT
2
OUTLET UPLOADEDFROM BACKEND
3
WAYS OF WORKING (RSP)
• 1 RSP FOR EVERY 20 SMs
– 1 RSP FOR EVERY 40 SEs
• RSP TO VISIT EVERY SM AT LEAST ONCE AN MOC
– TO RECORD SALES MOC TD ON MOBILE APPLET
• APPLET TO SEND OUTLETWISE DATA VIA GPRS TO UNIFY BIW
– DATA CAPTURED INCLUDE OUTLET/ DATE/ SALES VALUE/ NO. OF LINES
• RSP TO RECEIVE AN INCENTIVE OF RS. 250 FOR SUCCESSFUL ADDITION OF
ALL TARGETED OUTLETS
• RSP TO BE GIVEN MOBILE HANDSET
– RS. 500 TO BE DEDUCTED FROM SALARY OVER NEXT 5 MOCs
• RSP SALARY
WAYS OF WORKING (SHAKTIMAAN)
• ALL SM+SEs TO RECEIVE CREDIT FROM RS
• ALL SM+SEs TO RECEIVE AT LEAST 4 DROPs PER MOC
• ALL SEs TO WORK FOR 2-3 DAYS A WEEK
• ALL SM+SEs TO COVER 20 OUTLETS PER MOC
– SE: 5
– SM: 15
• ALL SMs TO TAKE ORDERS ON PROVIDED BILL BOOK
• ALL SMs TO BE PROVIDED CYCLE FOR CONVENIENCE
– AGREEMENT TO BE SIGNED FOR SAME
BUSINESS CASE (OPTIONAL)
SOURCE SE SE+SM
HOME2HOME 4800 4800
RETAIL COVERAGE 4 20
PER OUTLET (EXISTING) 1800 1800
PER OUTLET (NEW) - 750
RETAIL 7200 19200
TOTAL 12000 24000
RETAINED EARN 696 1056
HOME2HOME% 40% 20%
NETWORK
WHO?JULY AUGUST
15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
ASMs
RSP RECRUITMENT
CYCLES TO REACH ALL DEPOTS CYCLES TO ALL SMs
SELLING AIDS TO ALL SMs
BDEs
SE/SM MEETINGS
SCOUTING + ADDITION SUPERVISIONSM CLASS TRAINING
RSP TRAINING
SMs
OUTLET SCOUTING
RSPs
OUTLET VERIFICATION + TEMPLATE SUBMISSION
JULY / AUGUST 2010
SU MO TU WE TH FR SA
1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30 31
1 2 3 4 5 6 7
8 9 10 11 12 13 14
PROCESS FLOW
• Locality Updation for Shakti > 90%
• Alpha Blueprint circulated to FF
• Workshop• Finalizing numbers of collaterals RS-wise
• Recruitment of RSPs• Assigning SEs to RSPs
• SEs meeting with RSPs : Introduction & Agreement signing• New RSP’s on-the-job training
• Download & Install software on the handset
• Identifying outlets by SM• RSP to freeze PJPs
• Finalize PDP and credit with RSs
• Distribution of collaterals to SM
• Child party creation on Unify according to excel
• Beta Blueprint circulated to FF
• Handsets provided to RSPs
BUDGETs (OPTIONAL)
• OTHER THAN THIS, BILLBOOK, TBF, BAGS, ETC. WILL BE PROVIDED CENTRALLY
FROM BRANCH
ELEMENTS PER HEAD (Rs.)
CYCLES 3000
SE/SM MEETINGS 300
MEETING GIFTS 100
SCOUTING INCENTIVE (SM) 100
SCOUTING INCENTIVE (RSP) 250
TO BE CLOSED TODAY
• BETA BLUEPRINT
– SMWISE TARGETS
• SM WORKSHOP NETWORK
• CYCLE NETWORK
• MOBILE TRAINING
OUTPUT of WORKSHOPRURAL South - mC Task 2
Particulars <2K 2K-5K >5K Total
UNIVERSE SE Possible Shaktiman % Shaktiman
Alpha Blue Print No of Markets To Be Covered Targeted OL (20 OL/SE) 0 0 0 0 Beta Blue Print - Rural Task No of Markets To Be Covered Targeted OL (20 OL/SE) Targeted Total OL to be covered
LET’S BE NO. 1 AGAIN
OUTLET ADDITION TEMPLATE
FIELD EXPLANATION EXAMPLE
RSCODE THE RS CODE 431234
PARTYNAME NAME OF THE CHILD PARTY TO BE CREATED KUNI SAHOO
PARTYHLLCODE PARTY HLL CODE TO WHICH TO BE ATTACHED AS CHILD HUL-203045P1234PARTYMASTERCODE PARTY MASTER CODE THAT CORRESPONDS TO PARTY HLL CODE P1234
ADDRESS1 FIRST LINE OF ADDRESS. MAX 50 CHARACTERS NO. 9, GAJA GOWRI NILAYA
ADDRESS2 SECOND LINE OF ADDRESS - MAX 50 CHARACTERS385/2, 4TH CROSS, MUNIYAPPA LAYOUT
ADDRESS3 THIRD LINE OF ADDRESS - MAX 50 CHARACTERS MUNEKOLALA
ADDRESS4 FOURTH LINE OF ADDRESS - MAX 50 CHARACTERS BANGALORE
PAR_STARTYPE LOCALITY OF OUTLET (CENSUS VILL. NAME) MUNEKOLALA
RSP SALARYELEMENT COST Basic 3000 HRA 600 Conveyance 800 Medical 1250 Deputation 2905 DA 0 Bonus 600 GROSS 9155 PF (Employer) 360 ESIC (Employer) 435 Ins. 35 CTC 9985 PF (Employee) 360 ESIC (Employee) 160 PT 0 Total Deduction 520 Net Salary 8635 Expenses 2860 Incentives 750 TOTAL IN HAND (for deputees) 12245GRAND TOTAL 13595