Asian Paints kj6o

Loyalty Programs 1. Asian Paints

Asian Paints Masterstrokes Loyalty Program •

Contractor meets are conducted to create awareness on new product launches

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Golden Brush Award (GBA): contractors doing 20kl business annually Super Applicator(SPA): contractors doing 40kl business annually Point based schemes

2. Godrej  Godrej Locks Champions Club (GLCC),  Coupon Points System  Retailer Meet at Mumbai organised a retailers’ meet cum waterpark entertainment at Suraj Waterpark. About 125 retailers participated in the secondary scheme held from 1st January to 15th February 2006 and 55 qualified for this one day programme. All the retailers were happy to be part of this business cum pleasure meet and were looking forward to such get together in the future.  Dinner for top retailers in Pune A top dealer dinner programme was organized by our Pune distributor M/s Ashok Agency along with Pune sales team in one of the best restaurants in Pune (Vaishali, F.C. Road)  Architect Meet at Pune: M/s. Bhupendra Enterprises Pune Branch co-sponsored a meet of Architects meet on 9th April 2006. It was organised by i2i Event Media Organizer. The occasion was the Annual Prize distribution for 2006 Interior design competition for student architect across Maharashtra. . 3.    4.

Woodgrip – Rs 5 Coupon per kg for Contractors; Low cost as per Pidilite PWG, very high margins for Dealers (almost Rs 60) Falcofix –  Diwali Gifts,  bag gift on 50kg purchase  WR - 1 kg = 4 coupons of Rs. 3.5 each; Minimum Rs. 30 schemes  Ultramarine – 1 kg = 2 coupons; MRP greater than Marine, so an incentive for % basis contractors

5. Karpenter –  Price is equivalent to that Fevicol SH,  Scheme is same as that of Woodgrip ( Rs 30/kg margin for dealers)  Rs 5 token/kg, 20 kg = Hammer + 2 caps, 50 kg = hammer + T-shirt + bag 6. Bluecoat – Gift system on certain amount of adhesive consumption  D3 = 260/KG – Incentive for percentage commission contractors  50kg – Cutter machine which is for 500 points i.e. for 500 kg. 7. Jivanjor –  Rs 5 token /kg for contractors  Dealer schemes equivalent to Woodgrip  MRP equivalent to Fevicol SH

Recommendations: Engagement Initiatives (Family/Individual): 1. “Top Contractors Dinner” – a quarterly target set by the company and those who participate and successfully complete the target are invited to this pool side dinner in an expensive hotel 2. Housie, Musical chair etc. games and sports for kids and families in a 2/3-star restaurant 3. Essel world, fantasy Parks for families 4. Complete hall booked for contractor’s families = Special screening and promotion of company in between 5. 1-day event for contractor’s families full of games (outdoor games like cricket, football and also indoor games; Talent hunt , Shayari events, couple events) much like a cultural festival 6. Free VIP es for Cricket matches (IPL tickets), Fashion Shows Training and Certification Initiatives: Should be divided into 3 categories: 1. For Contractors alone –

  Inviting contractors to 2/3 star restaurants where there is - Product training workshops, new product trials and demonstrations, discussion, query addressal, cross questioning, Pidilite kit (Pen, Wallet, giving ceremony, followed by dinner ( Frequency every 3 months)

  Guest lectures for contractors – On simple yet critical topics – “Jugaad/Innovation” ( 1day workshop followed by Dinner)

  Concept of “Pidilite Certified Contractor” – Certification to be given to contractors extending its brand name to those who satisfy the following criteria – (1) Should be Super A or A (2) Must have attended 5 SGAs (3) Must have attended 2 guest lectures in a defined period (some more criteria) 2. For Contractors’ wives –

  Hobby ideas for them – promoting stitching, glass painting and all other types of art work to generate more engagement

3. For contractors and carpenters –  Company representatives can go to contractors’ workshops and perform live demonstrations and distribute free trial packs of new products (followed by snacks) Occasions: (Trying to cover the entire year) 1. Holi – March – Distribute Colors, sweets, gift packets (Containing colorful and personalized Mugs, Wall clocks) 2. Diwali – October (distribute Diwali Crackers, Sweets, Goddess Lakshmi silver idols, merchandise) 3. Vishwakarma Jayanti – September ( Arrange gatherings for families in temples along with religious meals) 4. Ganesh Chathurthi – September ( Ganesh Idols, Shawls/Sarees for ladies) 5. Raksha Bandhan – August (Food vouchers, Shopping vouchers, beauty treatment vouchers) 6. Children Batch start – June (Notebooks, Com set, Water bottles, t-shirts) 7. Yearly family trips to South India (Tirupati)/Hill stations (Lonavla Resorts) Social Initiatives: (Certification + merchandise to be given to each participant for each event) 1. Afforestation 2. Visits to blind schools and orphanages (twice in an year) – Pairing with an NGO 3. Blood donation 4. Visit to old age homes 5. Certification with the tag “Sabse Zimmedar Nagarik” to make him feel good socially 6. MORE Empowerment (takes care of personal, geographic preferences): 1. Offer choice of Vaishno Devi trip/ 5 star treat/ consumable gifts like refrigerator to the contractors for their family every 2 years 2. A colorful form asking about family to all existing and new contractors in an interesting way to decide their gifts (every Quarter) 3. Inviting suggestions on deg loyalty programs and rewarding the person whose suggestion gets implemented Business leads: 1. Build a dedicated portal for contractor tracking (similar to Just Dial) so that contractors can be reached easily by builders, clients 2. Gift them folders with their names and specifics on it- encourage them to use the folder to keep the pictures of their sites Communication: 1. Send letters/credible documents to contractors each month to communicate about development in loyalty programs, new schemes, incoming offers and events Referral Policy: To incentivize the contractors to recommend other contractors 1. Ensure the new candidate is not ed on FCCR portal 2. Add a field in FCCR form as “Reference ID” where referrer’s number is to be entered

3. So the referrer’s hip number is noted 4. After the referred candidate redeems at least 100 kilos, the referrer starts 10% of the points henceforth 5. ing bonus (5%) to referred candidate till an year Focused Approach: 1. Using the ranking from the Discriminant Analysis, a more focused approach can be done i.e. top 20 or top 50 contractors of an area and treat them specifically

book replacement: 1. Barcode scanner installed at dealers counter and he can scan the barcode of the items against the contractor name 2. Some incentives (Family trips) on completion of 5 tons of Pidilite PWG