RM Induction

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Some Ground Rules

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 ABOUT VODAFONE

Presentation infoDSEation in footer 3

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 How we got our name

VOice and DAta mobile

communication – Vodafone

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In a nutshell
equity interest in mobile networks in 25
25 countries across 5 continents

approx 1.5million
shareholders worldwide 1.5m

proportionate customers
341m worldwide.( as on 2010)

around employees
worldwide 83,000
£45bn revenue

Company Value £90bn

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Always Ahead
Vodafone India was the first to launch
Yahoo/Hotmail Email & Messenger on a phone

Nationwide GPRS network in India, First in the world to

enable video clips on a 2G network, downloadable java
games

First to launch multi language support on voice recognition

First to launch Full Song Downloads

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Always Ahead
Vodafone India was the first to launch
First to launch Search on mobile phones

First in the world to launch interactive cell broadcast

services

Paperless prepaid recharging through E-top up & ATM’s

Corporate e-mail on a phone

Launch Chhota recharge/ Chutta Recharge

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Awards in India (10-11)
• Best national operator & • Gold for Most Effective • Maxus picked up 2 Silvers
Best marketing campaign Advertising, Asian Marketing and a Bronze at the media
Telecom Operator Awards, Effectiveness festival 2011 awards
2011 by [Link]
• 5 Awards at the Ogilvy Hero
• Gold for Best Integrated • Bravery Award ( Brand Awards 2010
Marketing Communications- Communication) Brand
Advertising Agencies Equity, Economic Times
Association of India 2011 2010 • Radio Advertiser of the year
2010
• Best Use of Technology & Best • Best Digital Recruitment
Use of Online Banner Campaign Big Bang Digital
Advertising (Campaign) Indian Awards – Bangalore 2011
Digital media awards –Mum’11

• Vodafone Blackberry Boys • Vodafone Delights won a

was judged the best Bronze in the best
advertising film of 2011 advertising film category

• CSR work in Sanctuary • Award for Best TV campaign

awarded bronze in the at the SLT Prague 2010)
Corporate category

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Awards in India (10-11)
• India’s 8th Most Trusted • Most Respected Company
Brand – Brand Equity 2011 Award – Business World
2011

• ‘Excellence in marketing’ • India’s Most Trusted Service

Brand – Brand Equity 2010
Award and ‘Most innovative
product (Retail)’ at the Global
ET Telecom awards 2011

• PETA Glitter box 2010 Award • Bravery Award – Brand Equity

2010 2010

• Corporate Change • EDGE 2010 Award {

Leadership Award 2010 Excellence through IT}

• India’s Most Trusted Service • CIO & CTO Awards 2010

Brand - Brand Equity 2010
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Vodafone Way

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The Vodafone Way

What
customers
must feel…
Admiration
What Ambitious and
Customer Innovation competitive One company,
customers will obsessed hungry local roots
see...

Because we
operate with... Speed Simplicity Trust

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 Speed is…
We are focussed on speed to market . We relentlessly prioritise and pursue the
outcomes that matter to our business.

• Promptness
• Quick decisions
• Resolve issues immediately
• Gearing up for the hurdles
• Zooming towards future
• Racing forward
• Maintaining momentum
• Expediting processes

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 Simplicity is…
We make things simple for our customers, partners and colleagues.

• Clarity of direction
• Easy to understand
• Direct and straightforward
• Seek easy solutions

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 Trust is…
We are reliable and transparent to deal with. We deliver for others and trust others to
do likewise.

• Delivering on our promises

• Bring assurance
• Being dependable
• Being positive
• Being reliable
• Being transparent
• Trust others to deliver on their commitments
• Be bold
• Empower our people to act

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 Jammu & Kashmir

Punjab Himachal Pradesh

Haryana

Telecom
UP
West
Delhi
Rajasthan UP NE and
East Assam

TODAY
Bihar

West
Gujarat Bengal
Madhya Pradesh

Kolkata
Orissa
Mumbai Maharashtra 23 circles, 15 operators
Andhra
Pradesh
Metros

A Circle

Karnataka
B Circle
Chennai
C Circle

Kerala Tamil Nadu

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 Jammu &
Kashmir
Himachal
Vodafone IN INDIA
Figures can Punjab Pradesh

be updated Haryana UP
West
Delhi NE and
Rajasthan UP Assam
East
BiharWest
Gujarat Bengal
Madhya Pradesh

Orissa Kolkata
Mumbai Maharashtra

Andhra
Pradesh

Karnataka
Chennai

Kerala Tamil Nadu

…operations across the country

… 167 million customers

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Introduction to telecom

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Introduction to Telecom
• Introduction to telecom
• GSM basics

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Telecommunication

is of 3 types

Voice e.g.: as through phone

Data e.g.: as through computer

Images e.g.: as through TV

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Technologies in mobile telephony
Some common ones are
• GSM (Global Service for Mobile communication)
• CDMA (Code Division Multiple Access)

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Components of GSM Network

• Mobile phone – A Device which used to Make and receive calls, send SMS
and Surf Internet .
• Switch (MSC)- Mobile Switching center is used to Route calls.
• Cell site (BTS)- Base Trans receiver system which provides network
• Billing system- A System which calculates the usage of a customer
• SMSC- A Server used to route Messages

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Some commonly used terms

 MSISDN (Mobile Station Integrated Service Digital Network number)

 simply put, Vodafone number
 SIM (Subscriber Identity Module)
 or SIM card
 stores phone numbers, names / messages
 ensures calls are billed to your account only
 PIN (Personal Identification Number)
 Normally used for security purpose
 Unauthorised usage of SIM can be controlled by a 4 digit PIN, freely chosen and entered through
the handset by the user
 after 3 wrong entries, the SIM will get blocked and will not work

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Some commonly used terms
 PUK (Pin Unblocking Key)
 The blocked SIM can be unblocked by entering PUK through the handset by
the user
 PUK is an 8 digit number with the service provider, and is given to the user
after
verification
 After 10 wrong PUK entries, the SIM card gets permanently blocked.
 Airtime rate
 Is the rate / amount charged to the customer
 For making / receiving calls on his Vodafone mobile phone
 Airtime rate will differ from plan to plan.
 Billing pulse
 is used to calculate airtime charges and is measured in seconds.
 a 60secs pulse means that the customer pays the entire 60secs even if his
call has lasted for less than that.

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Some commonly used terms

 VAS (Value Added Services)

 all other services other than the basic calling service.
 these include SMS (short messaging service), mobile banking, voice response etc.
 Dunning
 system of continuous follow-up with customer for bill payments. It includes reminders calls,
letters, SMS, call barring.
 Churn
 voluntary or involuntary disconnection of a customer

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 The Market Challenges & Role of Retail

Many
Players! Increase Cut throat
in Tariffs competition High Cost New
10+ 4G Poised Activation
of new
players for Launch after a New Players spectrum Policy
in each long time Struggling
circle

Slower
Decline in
Growth
900+ million the speed of
Decline in 150%+
MNP Subscriber new
Profitability tele-density
base Subscriber
in Bigger
Additions
Circles

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 internet surfing...
…the game changer ? ??

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Mobile Internet – The Game Changer

Applications

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Mobile Internet – The Game Changer

Sports
Entertainment
Entertainment

Fun Songs

Dialogues Best Scenes

Entertainment

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What do we offer

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Mobile Internet

Vodafone offers Mobile Internet services which are

core Mobile Internet services which enable both
Prepaid ,as well as Postpaid subscribers to browse
the internet on their handset.

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Mobile Internet

Connect via Connect on

Tethering Mobile

With Vodafone mobile internet service, our subscribers connect to all www
or wap internet sites..

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 Data can be used both on 2G & 3G Services

GSM GPRS EDGE 3G

2 G NETWORK 3G NETWORK

High speed data transfer enables a host of

services to be catered to in various fields.

Speed Less

Speed More

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Different Mobiles use different
Operating Systems(OS)
& Applications

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Different Mobile OS:
Symbian

Windows Mobile

UIQ

PalmOS

Maemo

iOS

Blackberry

Droid

BADA

Android

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The humble beginning…

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NOKIA

What can you do

with m-pesa?

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What is M Pesa ?

M means Mobile
PESA means Money

Pesa in Swahili is Money.

Swahili is the language of the Kenyans
where it all started

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Conventional Modes of Monetary Transactions
OPTIONS
Post Office

Hello Money

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WHAT DO YOU THINK OF THIS?

Unconventional Mode of Monetary Transactions

NOKIA

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INTRODUCING M-Paisa
M-Pesa is a new ICICI Bank service for Vodafone customers
allowing them to do monetary transactions on your phone
like a mobile bank account .

M-Pesa provides an affordable, fast, convenient and Safe

way to transfer money by SMS/ USSD anywhere in India

Money can be transferred to registered or unregistered

users

It can be used by Prepaid or

Postpaid subscribers.

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What can you do
with m-pesa?

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DEPOSIT MONEY

WITHDRAW MONEY

TRANSFER MONEY

BUY PREPAID AIRTIME

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 List of Utility Billers on m-pesa

Circle Category Biller Name Circle Category Biller Name

Andhra Pradesh Electricity Central Power Distribution Company Of A.P. Kerala Telephone BSNL KOZIKODE
Andhra Pradesh Telephone BSNL Mysore Kerala Telephone BSNL TRIVANDRUM
Andhra Pradesh Telephone BSNL Hyderabad Kolkata Electricity CESC LIMITED
Chennai Taxes Corporation of Chennai Kolkata Telephone BSNL KOLKATA
Chennai Metropolitan Water Supply and Madhya
Chennai Taxes Electricity MPSEB
Sewerage Board Pradesh
Madhya
Chennai Telephone BSNL Chennai Telephone BSNL BHOPAL
Pradesh
Madhya
Delhi Electricity BSES Rajdhani Power Limited Telephone BSNL INDORE
Pradesh
Delhi Electricity BSES Yamuna Power Limited Maharashtra Electricity MSEDC Limited
Delhi Electricity North Delhi Power Limited Maharashtra Telephone BSNL GOA
Delhi Gas IndraPrastha Gas Limited Maharashtra Telephone BSNL PUNE
Delhi Telephone MTNL DOLPHIN [DELHI] Maharashtra Telephone BSNL KOLHAPUR
Delhi Telephone BSNL Gurgaon Maharashtra Telephone BSNL NAGPUR
Mahanagar Telephone Nigam Limited
Delhi Telephone Mumbai Electricity BEST UNDERTAKING
[MTNL]
Gujarat Electricity Surat Electricity Company Limited Mumbai Electricity TATA POWER CO LIMITED
Gujarat Electricity TORRENT POWER - AECG Mumbai Electricity MSEDC Limited
Reliance Energy Limited (Formerly
Gujarat Electricity Adani Energy Limited Mumbai Electricity
BSES Limited)
Gujarat Electricity Dakshin Gujarat Vij Company Limited Mumbai Electricity Torrent Power Limited - Bhiwandi
Gujarat Electricity Madhya Gujarat Vij Company Limited Mumbai Gas MAHANAGAR GAS LIMITED
Gujarat Electricity Paschim Gujarat Vij Company Limited Mumbai Telephone MTNL DOLPHIN [MUMBAI]
Gujarat Electricity Uttar Gujarat Vij Company Limited Mumbai Telephone MTNLGARUDA
Gujarat Electricity Torrent Power Limited - Bhiwandi Mumbai Telephone BSNL KALYAN
MAHANAGAR TELEPHONE NIGAM
Gujarat Telephone BSNL Surat Mumbai Telephone
LIMITED
Gujarat Telephone BSNL Ahmedabad Punjab Telephone BSNL CHANDIGARH
Haryana Telephone BSNL Faridabad Punjab Telephone BSNL LUDHIANA
BANGALORE ELECTRICITY SUPPLY CO.
Karnataka Electricity Rajasthan Electricity JVVNL
LTD
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Karnataka Telephone BSNL BANGALORE Rajasthan Telephone BSNL JAIPUR
Uttar Pradesh -
What is Reach?
Reach has 2 Components

WIDTH DEPTH

No of outlets Counter Share of

Vodafone is present in Vodafone in the outlet

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Importance of Depth

 Depth means Counter share.

 Indicative of Retailers Loyalty .
 Indicative of Customer Preference.
 Generates respect for you and for Vodafone.
 Indicates your position viz Competition in that counter.

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DISTRIBUTION Width :

Open new Outlets.

Identify and target new accounts.

Ensure New outlet sustainment.

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Building Depth
ENSURE DEPTH

To Build Depth:

 You need to know the Profit Story

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 Vodafone Proposition!

Less effort Maximum Benefit

The Great Thing …

Recharge can be sold thru any outlet.

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 Vodafone Benefit Story for
Non Telecom outlets

• Usage of telecom is increasing on a day to day basis

• Cell phone has almost become an essential commodity
• Each you get 40-50 customers .
• Several of your customer already use cell phones.
• Each second customer does a recharge of approx. Rs 50/- per visit.
• Yu must offer this convenience to your existing customers.
• It is a easy way for enhancing your income.
• Vodafone will call on you daily / alternate day.

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Your sales story

[Link]
Business is
growing
by the Day
Fantastic Growths!
Generates footfalls!
Negligible shelf
[Link] space!
Business
is very easy
The Sales Story!

[Link] will get

a free SIM
Card with
special tariffs
Low Stock
High turnovers ! Holding!…

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Building Depth
ENSURE DEPTH

Some outlets sell Some outlets sell

more Activation more Recharge

The Push Pull Approach?

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Building Depth
ENSURE DEPTH

Ensure Depth:

 Pareto Principle . The 80 : 20 Rule.

80 % of business come from 20 % of the Outlets.
 DSE needs to identify the key Retail outlets from where the
Revenue & Acquisition Volume comes.
 Telecom companies struggle with Quality Acquisition.
 Retail Segmentation on basis of Volume and Quality is key to
getting Depth.

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Building Depth : Focus on Range Selling
DSE can benefit if he uses Msmart
ENSURE DEPTH
*
The output : LMTD = Last Month Till Same Date
Msmart for 98xxxxxxxx: MTD = Month till date
Info: Tertiary = Etopup tertiary
LMTD/MTD/LM ; RT = Count of unbar request sent by retailer
TERTIARY (X/Y/Z) Acq= Acquisition
RT (X/Y/Z) RES = RES 5
CNR = CAF not received (basis unbarring. All
ACQ (TVD) (X/Y/Z) CAFs that are not in ‘Accepted’ state are
RES5[D-2] (X/Y) counted as CNR)
CNR (X/Y) Stock = Etopup retailer balance as of 00:00
STOCK (A) hours on date
SELLIN (A) MNPR: count of MNP request raised by Retailer
DAO (MTD ONLY) MNPI= count of request pushed further by
Distributor for this retailer
MNPI (X/Y) DAO: Count of days the unbar done by the
MNPR (X/Y) retailer.
DONGLE ACT (X/Y/Z) Dongle: Count of Dongle unbarring
DATA TER (X/Y/Z) Data Tertiary: Data Recharge Tertiary through
T1M (Z) Etop
NFRC (Y/Z) T1M: Acquisition Decay in M1
NFRC: Count of subscribers who has not done
First recharge.

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Town / Village Distribution &
Extraction

Presentation infoDSEation in footer 54

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Our Challenge:

Large no of towns and villages are covered by the

Network but for some reason do not have physical
distribution.
We need to open outlets & service them.

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Todays reality…

Telecom products are Tele-density in rural

available in barely India is only 41.64 per
18% of the total cent, while urban
universe of Retail India enjoys 146 per
Outlets in the country cent

We have different
From the backend it is
challenges to handle
possible to know to
Urban and Rural
Track low usage sites
Markets

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Outlet opening …the criteria
ENSURE WIDTH

Number of outlets in a territory is dependent on:

The ability of
The Population The geographic
the customer to
Density of your spread of the
afford high
territory territory
usage

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Outlet opening …the reference point
ENSURE WIDTH

Town DPL
Population
How do I know how well am I doing in my territory?
10 LAC + 225

Your position in 5-10 Lac 200

The number of
comparison to
households in 2-5 Lac 190
Competition is
the territory 1-2 Lac 170
one indication
< 1 lac 140

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The starting point…

Which outlets should we target?

•Outlets already mapped & not yet covered

•New telecom outlets in the market place not indicated in the Mapping
•Outlets already on your route
•Retailers that may have phoned you
•Outlets with whom you had past relationships whilst in previous
Employment

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 Building width in
URBAN markets
: The Ward Wise Approach

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Building Width
ENSURE WIDTH

Case Study

 This City has a population of 1.40 crores. We have 29412

outlets.
 Is the width of distribution good enough?
 We have 32 Distributors in the city.

How will you decide if the distribution is as per desired levels?

Discussion

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 Building Width : Ward Wise analysis
ENSURE WIDTH

The Process:

 Step 1 :
 Municipal Corporation has divided your Distributor territory is
into wards
 Step 2:
 From the municipal office it is possible to know the ward wise
population.
 Step 3:
 Vodafone desires the no of dealers needs to be proportionate to
the population in the territory (Dealer per lac)
 Step 4:
 Check the gaps.
 Step 5:
 Know the expectation . Bridge the Gaps.
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As per census each municipality is divided into wards
ENSURE WIDTH

Concept of Ward:
5 6
31 7 8
 Every Municipal town has been 28 30 4
divided into wards 2 1 9
22 23 24 25 3 10
 The Govt. whilst conducting its
census does a ward wise census
26 27 11
check 21 35
34 33 32 12
 This Information is available at the 20 13
19 16 15 14
Municipal Corporation office , in
some cases can be sourced from 17
the internet 18

POPULATION
AREA (IN SQ.
WARD NO. POPULATION DENSITY
Sample information of ward wise
K.M.)
(PER SQ. K.M.)

data available from internet

WARD NO 1 12771 1.69185 7548.54
WARD NO 2 8851 0.96505 9171.55
WARD NO 3 10980 1.01583 10808.90
WARD NO 4 9870 0.633805 15572.61

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 Building Width in the RURAL
: GIS BASED Approach

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Every BTS has a detailed map indicating the population

spread around the tower

ENSURE WIDTH

Source of Information

 Step 1:
 Vodafone s Network team does
a detailed mapping of the
territory when it puts up the
BTS tower .
 Step 2:
 The network team details the
Population of the localities
surrounding the BTS location.
 Step 3:
 Apply the Dealer Per Lac norm it
will tell you if you have enough
dealers in that BTS territory.
 Step 4:
 Know the gap bridge it.

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 Up to 3.5Km Level upto -75dbm Sample of the
available GIS data
[Link]. Town Above 1k Population
1 Tatarpur 3451
2 Patna 1670 ENSURE WIDTH
3 Simrauli 2842 3.5 to 4.5Km Level upto -85dbm
4 Chakrasenpur Babugarh 3044
[Link] Above 1k Population
5 Chhapkauli 4154
6 Bachhlauta 5136 1 Ayadnagar(South) 2612
2 Sikandarpur Kakaudi 2998
7
8
Kathikhera 2486
Allabuxpur Urf Bagadpur 1851 3 Bhameda 2559
Village wise
9 Babugarh (NP) 5939 4 Hoshdarpur Garhi 3323 Population Data
Total 30,573 Total 11,492
<1k Towns (5) 626
<1k Towns (1) 697
Total 31,199  Know the gap in the BTS
Total 12,189 territory .
Make a plan to bridge the gap.
Town beyond 3.5km Level Upto -75dbm
1 Shahbuddinpur 3003 Town beyond 4.5km Level Upto -85dbm
2 Upeda 5656 1 Allipur Mugalpur 2701
3 Havaspur Bigas 2836
2 Salai 6081
4 Atuta 2467
5 Sultanpur 2646 3 Hasanpur 1290
6 Muradnagar 2263 4 Dadayara 2330
Total 50,070 Total 24,591

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Performance Tracking by Cell Site location ENSURE
TOWN
COVERAGE

Cell Site Intelligence:

 In telecom lots of information

is available at the back end.

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Gross activation & Customer Market Share by Cell Site
ENSURE
GAS TOWN
Platinum Gold Silver Bronze Grand Total COVERAGE
CMS

leadership 651 703 332 327 2013

strong 1202 939 609 426 3135

threat 338 495 680 895 2408

trailing 50 120 181 280 631

Grand Total 2191 2257 1802 1928 8187

CMS GAS Measure

Leadership Platinum > 25%
Strong Gold 15-25%
Threat Silver 0-15%
Trailing Bronze not a leader
* Measurement yardsticks can vary
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Different Markets need Different Tactics .

Leadership in CMS & Leadership in CMS &

Platinum in GAS Bronze in GAS
to dos… to dos…
• Strengthen Distribution
• Focus on MNP.
• Onus is the leader to open new
• Check for Distribution issues
outlets Take Call to set limits for
• Do a network check.
the sac suckers to build Quality.
• Get RM to meet key retail Outlets
• Better service frequency
• Better TAT. Deploy more runners.

Trailer in CMS & Bronze Category

Trailer in CMS & Platinum in GAS to dos…
to dos… • Territory needs to do a re launch
• Focus on Quality. • Seek help from RM
• Involve RM to visit key outlets . • Seek approval for Market specific
• Push high FR plans plans.
• Do tie up for with key outlets

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What is Merchandising?

“Merchandising” !
All activities that can be done in a retail POS to STIMULATE
attention to our products which result in sales

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Purpose of Merchandising

• Vodafone – The brand itself

o Vodafone relative market position can have a direct impact on the Brand.

• Competition brand activities in the competitive market scenario

o The competition activities indirectly influence the ratings for Vodafone as well.

• Last experience with the brand.

o DSE is the face of the brand. An unpleasant experience of the customer at any of these touch

points may result in negative ratings for the brand and vice versa

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Benefits of Merchandising

Higher Incentive

Increases
Increase Sales

Increases
Interest and high recall

Increases
Create Excitement

Increases
Increase Recall

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Principle of Merchandising & Outcome

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How to do it ?

Some Tips:

• Eye level locations have the maximum visibility.

• Look for locations where POP material is likely to have a longer life and will not be
easily damaged or removed.(Longer the Shelf life means better sales).
• If possible, stay away from other POP clutter.
• Remove old POP and clean the surrounding area.
• Do not leave POP behind for the dealer to put up.

Important:
Ensure your DSE / Merchandiser carries the merchandising kit.
(Scissors, cello-tape , Duster & Fresh POP)

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Availability

Variety Quantity
…SKUS …Counter share
Vodafone sells a variety of Products and in varying Quantities
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Vodafone has many many products

Variety …SKUS
With in the products we have several Stock Keeping Units (SKUs)
Range selling needs to be closely monitored
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 To get best results
RM needs to generate

TRADE SATISFACTION

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Trade Satisfaction

Trade Satisfaction is a function of…

• Activation process

• Company/ Company Employee

• Distributors

• Finance lead Dimensions

• Dealer Helpline

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Trade Satisfaction & Loyalty go hand in Hand
Intensity of the relationship between the company/brand and the retailer allows
you to as a predict of future behavior of retailer.

Components of Loyalty…

Current  Positive and negative word-of-mouth

Behavior  Share of business

 Likelihood of continuing relationship

Intended
Behavior  Likelihood of recommending the company

Rational  Whether perceive the products to be profitable

Ties

 Trust
Emotional  Relevance : Company most suited to do business
Ties
 Respect : whether company treats like a valued partner

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 Channel Partner is an
ESSENTIAL PARTNER in our business

Vodafone
Channel Partner
Expectations
Expectations
From
From Vodafone?
Channel Partner?

Discussion
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 IV V
III Manpower Financials
Documentation
Procedure
Go to Market
Processes VI

II Infra Deployment Managing Trade

Relations VII
 Channel Partner management
Key Issues

Selection & Hand Held

I Onboarding
process
HSW
devise Mpesa
VIII
X IX 81

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CP
Management

Partner Selection &

onboarding process

Right selection & Proper

On boarding is critical

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CP selection : Parameters & Weightages

Selection Grid Assessment Sheet

S No Criteria Weightage

DD SD AD S No Criteria Weight Score Rating

1 No of years of experience 10 10 5 1 No of years of experience

2 Companies Represented 10 5 5 2 Companies Represented
3 No of Retailers served 20 15 10 3 No of Retailers served
4 Computer , Internet ,Email 10 10 10 4 Computer , Internet ,Email
5 Investment Capability 20 35 25 5 Investment Capability
6 Owners involvement 20 15 35 6 Owners involvement
7 Market Feedback 10 10 10 7 Market Feedback
Total 100 100 100 Total

Right selection needs to happen proactively.

RM needs to scout potential parties
and put up candidates to their DAMs .
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CP selection & basis for scoring
S Criteria Score S Criteria Score
No No
1 Age Of Organization 5 Investment Capability
5+ Years 5 15 lac+ 5
2-5 Years 3 10-15 Lacs 4
< 2 Years 2 7-9 Lacs 3
2 Companies Represented/Products 3-6 Lacs 2
Handled
<3 Lacs 1
HLL, Nestles, Colgate, P&G, Britannia, 5
Cadbury, Coke , Pepsi , ITC , Parle, Nirma, 6 Proprietary Involvement
Telecom. 100%Involved 5
Jyoti Lab, Ever Ready, Reynolds, Dabur 3 Part Self & Part Manager 2
Other FMCG, Consumer Durables 2 Completely dependent on Manager 0
3 No of retailers Serviced 7 Market Feedback
500+ 5 Excellent relationship & timely claim 5
251-500 4 Settlement

101-250 3 Good relationship & timely claim 3

settlement
50-100 2
Any exception to the above 0
< 50 1
4 Computer , Printer , Internet .
Available 5
Not Available 0
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37
CP On boarding process:
Direct Distributor Super Distributor Associate Distributor
(DD) (SD) (AD)

Introduction to key Branch visit (DL) Branch visit (DL) SD Office Visit (DAM)
Day 1
people in Branch Introduction with all relevant Introduction with all relevant

DAM to take DD through DAM to take SD through ‘Induction Module (DAM)

Introduction to key
Processes &
Direct Distributor Super Distributor Associate Distributor
Documentation (DD) (SD) (AD)
Day
Visit to buddy distributor induction module Visit to Buddy AD
(DL) (DL) (DAM) 2&3
Market visit with DSE AD visit with SDSE
(DL) (DL)

Orientation with
Buddy

Direct Distributor Super Distributor Associate Distributor

(DD) (SD) (AD) Day 4
Orientation to Visit to own market Visit to own market Visit to own market
with RM with RM with RM
own Market Distributor/AD Training Module

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 Distributor Onboarding : Introduction to Vodafone

Circle CEO Mr.

Sales & Marketing Head Mr.

RM to share :
• Organogram
ZBM ZBM ZBM ZBM
Zonal Office Zonal Office Zonal Office Zonal Office
• Phone Nos
• Email Ids
Mr Mr Mr Mr

Area Manager

Mr.

RM

Mr.
Distributor specific

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CP on boarding process: Market specific down load is essential

Desired Objectives

New Distributor must know the current

market position of Vodafone in the circle
and in the specific territory.

Group Discussion
What information needs to be shared?
87

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Distributor Onboarding
Distributor
KPI Circle status
Town status

The Territory Detail Network Covered POP

Network Covered
towns
No. Of Cell sites
RM needs to down load the current Channel Infrastructure
Position No. Of DDs*
No. Of SDs*
No. Of ADs*
No of DSE
UEO/DSE
No of Runners
Distribution Infrastructure
UEO
UEO/Lac
UAO
DAO
MNPO
DSO
Acquisition
GAS
Tertiary Revenue
Revenue Market
Share * If more DD/SD/ADs are in that town
Tertiary
Tertiary/Lac 88

Data Tertiary
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CP On boarding process : Product Knowledge

Product Knowledge
RM needs to share the Product
Knowledge with the CP.
• Activation
• Revenue
• Data
• Mpesa
• CPOS and handheld

89

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What is POS on HH LIVE DEMO

PoS on HH solution is based on mSales – a mobile app

designed to capture secondary invoicing

mSales + CPOS= POS on HH

Key functionalities- Who is impacted?

Circle Sales
DSE Distributor
Team
• Allocated stock • Bulk stock
view allocation
• View of stock • Online monitoring
• Invoice all SKUs holdings at DSE &
distributor locations of DSE sales and
on handheld
• View on ROQ visit details
device
• Reports on retailer • Beat wise and
• Retailer wise stock wise and DSE wise distributor wise
balance and ROQ billing
secondary
view • DSE market
working monitoring
• eDSR
• Target setting
• Reports Module
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CP
Management
Infra Deployment

Partner must clearly know what kind

of Infra needs to be deployed

91

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Infra Deployment : The Expectation
S Parameter Expectation from Distributor /AD
no
1 Population Each Distributor must know his population area of his territory
2 Geographic area The Distributor must at start have a geographic map with clearly marked territory .
AD needs to have the GIS map of each BTS in his territory
3 Revenue expectation The RM must give a fair idea of the expected Revenue and Activation expected from the territory
4 Investment 20-25% of the revenue RM needs
5 DSE deployment 1 per 60-65 outlets for rural markets to share the
1 per 50-55 outlets (for 10 lacs + town). Business
AD can service market himself .In case of more outlets he will need to engage DSEs. expectation
In SD market 1 DSE for every 3-4 Ads. & the
Resource
6 Runner Norm 1 per 3 DSEs required to
7 Outlets per Beat Max of 30 per DSE be deployed
8 Back end staff 1 or more depending on CIF Load
9 Network Connectivity PCs with 512 kbps internet connectivity
10 Hand Held Devise Distributor to provide I set per DSE.
11 Review Frequency DSE working on a daily basis
12 White Board Updation of White board on a daily basis

RM to spell out the expectation before starting

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CP
Management
Manpower
Deployment

Partner must clearly know what kind

DSE/Runner /Backend needs to be
deployed
93

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CP
Management
Financials

How much Money does he need to put in

What Kind of ROI can he hope to get?

94

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Distributor ROI : What kind of returns can I hope to get?

How much return does a Hindustan Lever Distributor get?

What is the Industry norm?

3 times the Bank interest Rate.

Current Bank Fixed Deposit Rate approx. 8-9 %

A GOOD ROI IS 24-27%

In telecom we pay much more.
(Refer to the separate ROI module)

Group Discussion

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CP
Management
Go to Market
Process

Distributor needs to supervise his

DSEs follow the process

96

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State the Go to Market
Process
Movie

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CP
Management

Managing trade
VII relations

Channel Partner must

personally engage with the
key accounts in his market
98

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Beat Planning BASICS
What is a Beat Plan?
 Set of outlets under a DSE that have to be visited on a particular day of
the week, listed in the order they have to be visited.

Who Makes a Beat Plan and When?

 A beat should be made by RM with help from his DSE.
 Beat should definitely be made when launching a new market or appointing a new
Distributor

How Often is Beat Plan refreshed?

It can be refreshed as per below schedule:
 6 Monthly
 Every time a10 Outlet gets added per DSE.
 CP/DSE Territory is reorganised.

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Beat Planning BASICS
How to Keep Headroom for New O/L?
 Determine the number of outlets to be added in the territory in the next 3-6 months

 In absence of a plan assume 10 Outlets in low DPL geogs (20% below norm) and 5 Outlets in other geogs

 The beat plan should have appropriate nos less as per above 2 points

 Should add new O/L in the bottom of his beat plan manually till the next revision of the plan.

Making the Beat Plan

 List all the Outlets.
 List the location / address of the outlets.
 Bunch/cluster the O/Ls in the area together.
 Decide the frequency of service for each outlet
 Separate the List by day/days.
 Sequence as per Geographical flow.
 Some O/Ls may have to be visited at a certain hour. Identify it and move the outlet to the right sequence
 Leave headroom for O/L addition basis no of outlets to be added
 Check the outlets on a beat, as determined above for geographic convenience of travel
 New O/Ls are added to the bottom of the beat plan with the SL No below the sequence eg. 16a, 16b…
 New O/Ls will get in their correct position upon revision.

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Beat Planning : Retail Segments

Retailers classified into

4 categories:

 Good
 Priority
 Poor
 Needs Improvement

101

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13 May 2014
Which Outlets are important for us?

Outlets that sells more:

• Quality Activation
• Recharge(good & priority)
• MNP & Data
• Mpesa

102

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Beat Planning : Frequency of Outlet Servicing

The starting point:

Depending on Outlet importance outlets may be serviced:

• Daily Serving
• Alternate day Serving
• Once in 3 days
• Once in 6 days

103

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Beat Planning Basics
How does a Beat Plan look like?
Days: Monday, Wednesday, Friday Days: Tuesday, Thursday, Saturday
Contact Alternate Contact Alternate
SL No. Outlet Name Person Address Etop No. No. Segment SL No. Outlet Name Person Address Etop No. No. Segment
1 1
2 2
3 3
4 4
5 5
6 6
7 7
8 8
9 9
10 10
……

……

……

……

……

……

……

……

……

……

……

……

……

……
30 30
31 31
32 32
33 33
34 34
35 35
36 36
37 37
38 38
39 39
40 40

This a sample, Days of the beat will depend on market factors which has been described later.
Segment refers to Retail Segmentation classification if applicable
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MonitoringSales
Adherence of the Beat . Hand Held Devise .
Process

Strong Monitoring:

• The Hand Held Device is a real time monitor to check for deviation.
• Monitoring can be done through the Cpos.
• Deviation in DSE working can be checked in real time.
• Beat wise sales Analysis is possible.

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NEW ACTIVATION
PROCESS
Prepaid Subscriber Acquisition
Effective 9th November’12

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Why this new documentation process ?

NEW ACTIVATION
PROCESS

To comply
with the
requirement
s of the
TRAI

Address the
concerns of
National
Security
Ensuring Proper
subscriber
verification process
before any new
mobile connection
is activated

107

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In a nut shell- role played by each

NEW ACTIVATION
Customer Retailer Distributor A2 Customer PROCESS

• Fills CIF • Communicat • Collects • Employee

• Submits es new CIF from authorizatio • Customer
valid id activation retailers n calls at 117
(POI & timeline • Validates • Completion to complete
POA) • Helps the the of System verification
customer to documents Updation
fill CIF • Maintains • The no. is
• Validates record of now ready to
POI & POA CIFs call in-bound
• Gives CIF • Does Partial Tele-
counterfoil to Sys. entry Verification
the customer • CIFs & • Customer Mobile No.
• Sends Act Docs. calls at 117 is activated
Message Deemed Ok to complete only if Tele-
• Maintains a are provided verification Verification
CIF tracker to the is positive
pickup
agency
• CIFs &
Docs.
deemed not
Ok are
retained &
intimated to
the retailer
for fresh
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of docs.
SIPOC- act form flow process

NEW ACTIVATION
PROCESS
Supplier Input Key Process Output Customer
steps
To be Retailer ACT Form, CIF, Collection of Collected Distributor
POI ,POA documents documents
Distributor ACT Form, CIF, Verification of Retailer List and Zonal/Circle Sales
POI ,POA documents Declaration form, SPOC,FA
Verified
documents
Distributor Original Providing UB Unbarring Distributor
Documents from rights to retailer confirmation
Distributor
Distributor Unbarring Activation of New Activated SIM Retailer
Confirmation SIM

FA/Provisioning Retailer dockets Storing Physical Warehouse

Executive with check sheet Documents
stored with Index

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New activation process- flow end to end
Activation Flow
SAS portal
5 NEW ACTIVATION
2 hrs 4-6 hours 6 PROCESS
Retailer Distributor/A1 A2/CHQ/DHQ
1 2 SAS DB
3
7 4
cPOS Customer
activated for
Tele-
8 verification

UPSS HLR
9

Tele verification flow Customer’s

services are
activated
Customer ACD/IVR CRM cPOS UPSS HLR

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 Lets take a
detailed look at the
new CIF…

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 NEW ACTIVATION
PROCESS

Lets get a detailed

view of the new
process…

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New documentation process @ retailer point

Step Process
1 Customer approaches a sales point for a prepaid connection. NEW ACTIVATION
Selects a number and fills in the CIF Form and submits Valid Document. PROCESS

2 Retailer Verifies the documents with the original, authenticates the docs and validates the CIF
completeness & Accuracy of the form. Retailer to sign and stamps the CIF.
3 Retailer sells the connection, tears the counterfoil & handover the same to the customer.
Educates the customer to call no. 117 within ___hours to complete activation formalities as per
govt. directives & get the connection live.
For Outstation Customer Retailer to call on the local reference number provided by the customer and
verify the address & number provided.
4 Retailer sends ACT SMS to the distributor : PAC0/ACT/RT/RET SIM No Mobile Name
Retailer to ensure the following things:
• Verification of Submitted Documents with the Original documents, Validation of CIF.
• Need to Sign & stamp the form.
• Handover the counterfoil to the customer and inform him about calling 117 after ____hrs. to complete
activation process.
• Retailer to intimate distributor about activation by initiating ACT SMS.

Note: Retailer to maintain Acquisition Tracker as per the attached format

113

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New documentation process @ distributor/ A1 point
Step Process
5 Distributor Receives the SMS and initiates the Document pick-up process.
(Doc. Pickup TAT to be Maximum 4 hours for Cities and DHQs) (TAT for THQ to be decided) NEW ACTIVATION
PROCESS
6 DSE/Runner to collect documents from the retailer point.
DSE/Runner validates the document for completeness & validity of documents(Spl. Check for
Color photo on CIF)
7 DSE/Runner to submit the documents to the distributor. (Point A1).

8 The Distributor post re-validation of document sign and stamps them.(Document Checking
done as per process). Distributor to enter data – Mobile Number, SIM no, Name, CIF No,
address, Unique ID and Fathers name on a excel sheet. The excel sent email to point A2 for
tracking multiple connections.
9 If Docs deemed correct by A1, are set aside to be sent to point A2, the rest i.e. deemed
incorrect are stored at A1 point for 30 days and retailer is informed to ask customer to submit
new set of documents.
Distributor/A1 point to ensure the following things:
• Pick up of Customer Documents from the retailer point within the specified timelines.
• DSE/Runner to check the prepaid CIF/Docs for completeness (Color photo, POA & POI).
• A1 Point to check re-validate the document( As per A1 process) and then Stamp & sign them.
• Correct docs from Point A1 are sent to point A2 and Docs deemed as incorrect are stored at point A1
for 30 days and customer is informed to submit new sets of Docs.
Note: Distributor/Point A1 to maintain Acquisition out Tracker as per the attached format.
*TAT/Timelines to be updated as decided by the circle

114

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New documentation process @ a2 point
Step Process
10 The deemed correct docs. are collected by Agency from the distributor point (Point A1).( Pickup TAT to
be set up by circle keeping in mind activation to happen between 4-16 hours)
NEW ACTIVATION
PROCESS
11 Agency submits the documents at point A2 where after checking for correctness and completeness
the remaining CIF fields are entered into the system. Same are checked & done by A2 Staff.
12 The documents rejected at A2 prior to VF SPOC sign off are sent back to the distributor (A1) for
storage for next 30 days
13 Perform De-Dupe Test if more than equal to 9 then rejected

14 The Company SPOC finally signs the documents received, and authorizes the system to be updated &
activate the connection to enable calling tele-verification number.
15 The accepted/signed off documents are scanned ,indexed, uploaded to file net and the physical
documents are sent to warehouse for storage. Any document rejected post Employee sign off needs to
be sent to Warehouse for storage.

A2 point to ensure the following things:

• Collection of docs from point A1 and submission at point A2 within ___ hrs.
• A2 staff to check completeness of docs and update it on the system. De-dupe test is performed. Rejected docs
are sent to Distributor/Point A1.
• Company SPOC to Sign on the correct documents and activate the connection to enable calling tele
verification.
• Signed docs are sent for storage at warehouse. Docs rejected by Company SPOC are also Stored at warehouse.
*TAT/Timelines to be updated as decided by the circle

115

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New documentation process @ tele- verification

NEW ACTIVATION
PROCESS

Step Process
16 Customer to call no. 117 from this new connection for a tele-verification.
IVR ( with language choice)to subject customer to a ‘Two Level’ verification post which agent
access would be available after successful validation

17 As this Verification turns positive, the account is updated and activated, FCR SN Code is
removed
In case the verification turns negative the customer is informed of the reason and the number
continues to remain in the semi activated state till 60 days from activation or customer calling
and getting positively verified.
18 End of Process

*TAT/Timelines to be updated as decided by the circle

116

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 NEW ACTIVATION
PROCESS

PAC0<Space><Customer Mobile
Number><Space><Last five
digits of SIM Number >

CAF<Space><Customer Mobile Send

ACTIVATION Number><Space><Customer first name to
PROCESS PAC2<space><Customer Mobile 681
Number>><space><Retailer
Mobile number>space<Customer First
name>

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Reasons for CIF rejection
NEW ACTIVATION
PROCESS

• Photo not clear and miss match.

• Stamp not clear.
• Signature miss match.
• POI/POA issued date and place not mentioned.
• Incomplete address.
• Photo size is too large.
• All docs not attested by retailer and customer.
• Complete name not mention on CIF as per his POI/POA.
• Local reference column not fill in case outstation and foreigner customer.
• If a2 will receive counterfoil with CIF.
• Retailer number mismatch
• Retailer Name mismatch
• Retailer SMS not initiated

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New CIF process : you will now prevent …

Activation is Negative.

Non activation of number.

After 30 days the chance of

permanent disconnection.

Negative Verification Leading to

Loss in Sales Targets

119
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Quality
Acquisition
& Revenue Market Shares

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 Aspects of OUR Business

Revenue Activation

Selling one
with out the
other is
incomplete

Selling Revenue is Selling Activation

like selling a is like selling a
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Acquisition : What can be done to improve Quality ?

Discussion
Building Quality :

??
What can a DSE do to impact & influence
Quality Activation at the Retail point ?

122

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Quality Acquisition

??
Retailers Khata?
• Every Retailer keeps a notebook of all activations sold.

• Retailers payout is linked to timely recharge by customer.

• Retailer keeps track of the recharge done by each Customer

Our Benefit Proposition

DSE can immediately track and ACT ON such customer
accounts who have NOT RECHARGED their account.
123

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Quality Acquisition

??
INFOSD
• DSE needs to encourage the Retailer to use INFOSD
• INFOSSD helps the Dealer, Customer & Vodafone.
• Once the Dealer sells the whole download to the
Customer churn will come down . Quality will improve.
• Finally get the dealer to sell Mpesa.
• Mpesa customers are Quality Customers.

Our Benefit Proposition

DSEs & Dealers can earn points and earn money thru
INFOSD. 124

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Quality Acquisition

??
DAO Tracking

• Last day bulk activation sale is a sure case of Bad Quality.

• DSE Needs to track the no of Daily Activating Outlets.
• DSE needs to sell activations on a day to day basis.
• Spread is important to deliver Quality.

Our Benefit Proposition

Daily activation spread over no of outlets
will generate better Quality 125

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Ways to Enhance Revenue

• Increase the UEO • Enroll Retailers to the Super star

More the outlets more the revenue program
Teach the DSES the Outlet opening Story Be careful not to enroll the SAC Suckers.

• Encourage Retailers to earn

• Educate the Retailer.
points by pitching Best Fit
Offers on 121 - USSD /IVR . Once retailer starts counting his points
your job is done
Give monthly targets to retailers

126

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 One of the key ways to
generate retail support
Relationship Building

A Good DSE must know his retailer well

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Relationship building

The 2 types
of Relationships!

Relationships need to be enchased for

Professional outcome

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Building Personal Relationships
Do you know…

Where
Sharma ji
lives?

His Home
town?
His Family
members?

His Interest His Birthday &

in… Politics? Anniversary?
Cricket? Films?

This is Sharma Ji
… a Key telecom Retailer

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Professional Relationship…some to do s
What will I get in
the next slab?

• Educate the retailer on Products & Plans

• Inform/ motivate him on various Schemes & Discounts
• Give tips of how retailer can improve his business
• Be prompt in settling outstanding issues

130

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Retail Incentive : The Challenge

Too many Players and Too many Schemes

& Shortage of time 131

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Retail Incentive : How to Communicate?

Repeat. Repeat. Repeat. Write it Down…

Train the DSEs DSEs need to write down

Telecom Schemes come with the scheme at the retail
riders . Role Play at morning point.
meetings is best way to bring
clarity & build the sales story.

If Retailer starts computing his incentive

our job is done 132

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Retail Incentive : The communication
Train the DSE to use
: INFOSD :

 INFOSD helps the DSE to set his targeted objective

 INFOSD pin points the individual retailer need.
 INFOSD allows DSE to compare this months
performance relative to last months position

133

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Lets persuade Sharma ji to sell Vodafone?

Purpose of these 2 Weapons

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5 Steps to Showcase your Plans & Benefits?

Step 4
Step3 Check
Write Understanding
it Down
Step1
Generate
Retailers
Interest
Step2 Step 5
Explain Ask

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Schemes for Retailers : to build Revenue Market Share :

?? Super Star Scheme

• These are long Gestation Schemes

• Points get accumulated to be redeemed for Gifts
• DSE job update the outlet on his super star score !
Points accumulated on the Super star /SKH status.
Call for information on @ 126* IVR as well as *126# every month
*The 126 IVR No can vary circle to circle

Role of the RM
Educate the DSE
Our Benefit Proposition
Get the retailer interested to start calculating his point
accumulation and possible gift earning proposition.
136

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 Team
Management

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OBJECTIVE

 In this Session the RM Will learn:

• How to select the right kind of DSEs
• How to train & induct DSEs & PSRs
• How to motivate the DSEs
• Conduct Gate Meetings
• Conduct DSE/PSR reviews

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Team Management

Right
Selection

DSE Selection

139

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DSE SELECTION

Is right
selection important? • Basic Profile
• Competency
What is the cost
• Selection Process
of wrong hiring?

140

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DSE SELECTION

What are the key qualities that a DSM must have?

Desired Profile - Basic

• Educational Qualification – 12th pass minimum

• Experience Required- Min 1 or 2 years experience
(Preferably FMCG/Telecom)
• Thoroughly conversant with Local language and basic control on English
language in terms of verbal and written communication
• Should have Two Wheeler and Valid Driving Licence

Preferably : The location of residence for a DSE shall be in close proximity to the distributor
point, so that the transit time between his residence and the distributor point is minimum.
141

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Team Management

Training
and
Induction

Training & Induction

142

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DSE Induction : Why is it important?

Process

•Day 1- DSE Introduction and Process Knowledge by RM/PSR

•Day 2- Market working with Buddy DSE
•Day 3- Market working with Buddy DSE
•Day 4- Visits His own beat with RM/PSR.

•Will get formally inducted as per schedule preferably within a month of

joining ( By SPM/Trainer)
•In Urban Markets Day 2 and 3 could be with RDSE ,ADSE

143

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DSE Induction : Why is it important?

Day 1- DSE Introduction

Day 2- Market working
and Process Knowledge
with Buddy DSE
by RM/PSR

Day 3- Market working Day 4- Visits His own

with Buddy DSE beat with RM/PSR.

Process

•Will get productive faster

•DSE will be more confident & Motivated

144

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DSE Motivation : Why is Motivation Important?

RMs control a large team of DSEs .Between 10 to 25 in Nos

The Challenge :

• High Attrition.
• Lack of Career progression.
• Difficulty to get trained Talent.
• Under paid.
The Result Lack of Motivation.

145

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WHAT IS FIELD
COACHING ON JOB
COACHING
COACHING IS

1. Observing on Field, the Gaps In

• Skills
• Knowledge
• Attitude
• Behavior
2. Demonstrating on the Field Where Needed
3. Giving Corrective Feedback

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DSE Motivation

Social Recognition

What an RM can do to recognize his DSEs.

• Create DSE teams at the distributor point to compete with each other. Recognize the
performing team at the end of the month.
• Send a SMS to all the members (DSEs) of his team .Recognize the best performer.
• Declare a Super Star. Distribute 3 golden stars to the Best DSE Performer . DSEs
who earns max no of stars earner will be the “Super Star.”
• Compliment the ‘Best Performer’ to your Boss.

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OBJECTIVES
MEETINGS

• What is the purpose of a meeting ?

• What will you review ? Discussion
• What should be the Duration?

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MORNING MEETING STRUCTURE- What to review?

AGENDA
MEETINGS
RM/Distributor will review Yesterdays
• Sales Target vs Achievement , Top 10 Outlet Performance /
Achievement, Market Feedback, Star Performer of yesterday
Yesterday's Achievement…& Month to Date and …Daily
Run Rate!
Yesterdays…
• Quality, Compliance, Productivity and Range Selling, Today’s
focus Product.
• How to conduct Gate meeting
• RM/ Distributor meet DSEs in the morning
…not later than 9:30 am:
• Ensure market working of DSE is as per beat plan
• Communicate targets and break down sales targets to
targets for the day
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MORNING MEETING STRUCTURE- How to review?

MEETINGS

•Solve problems & issues that the DSEs face in the field / market,
get to the core of the issue, tell them the timeframe in sync with
company policy and procedures.

•Guide on how to handle problems and objections,

take examples from within the group

•Discuss competitor activity and guide how to nullify their effect.

•Review UAO,UEO ,DAO ,DSO ,T1M etc.

•Track performance of top outlets

Reward & Recognize …White Board the

Results/Achievements!

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 WHY REVIEWS ?
REVIEWS

 Reviewing last months performance

 Making plans/Strategy for next month
 Pepping the team; encouraging a sense of competition
 Resolving any confusions (Product updates)
 Reward & Recognition
 Showing Path/ Direction to non-performers

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 Share PIGEX performance parameters with the team
MANDATORY PARAMETERS
Score P I G E X
• ØGross Adds as per target (New) < 80% 80% -90% 90% -95% 95% -100% 100%+
• ØMNP Gross Adds as per target (New) < 80% 80% -90% 90% -100% 100% -110% 110%+
• ØRET to TV Ready % with specified time *(New) <55% 55-70% 71%-80% 81%-90% 90%+
• ØTertiary <95% 95%-99% 100%-105% 105%-110% 111% +
• ØT2M % vs circle average variation of more than 10% Variation between 0% -10% same as circle avg 0-5% better than the circl avg 6% or above circle avg
• ØPerformance VC/BD retailers **
Acq Contribution less than 20% 20% -23% 24% -26% 26%-28% 29%+
Revenue less than 20% 20% -23% 24% -26% 26%-28% 29%+
Between 0% -5% below circle 1% above circle avg to 5% above
Quality less than circle average 5% average circle avg
5% to 10% above circl avg 11% above circle avg
• ØGeographies above DPL norms ( State Circles) less than 60% 60% -75% 75% -85% 86% -95% 95% +
• ØUEO/UAO as per target ( Metro Circle) < 80% 80% -95% 95% -105% 105% -115% 115%+

OPTIONAL PARAMETERS
• RG:UB Ratio as percentage of Q4 avg (Subject to
< 66%) 67% -75% 75%-80% 80%-85% 85%
min. achievement of 90% of UB Tgts) in last month
• Primary Growth vs Target < 80% 80% -95% 95% -105% 105% -115% 115%+
• DPL - UAO vs Circle Target (New) < 80% 80% -90% 90% -95% 95% -100% 100%+
• DPL - UEO vs Circle Target < 80% 80% -95% 95% -105% 105% -115% 115%+
• DAO % of UAO vs Circle Target < 80% 80% -95% 95% -105% 105% -115% 115%+
• GAS Share vs Circle Target (New) < 80% 80% -85% 85% -95% 96% -100% 100%+
• Top Decile Contribution vs Circle Target < 80% 80% -95% 95% -105% 105% -115% 115%+
• DPL - DSO vs Circle Target
• DSE (OUTLET PER DSE) > 70 between 70-65 65-60 60-55 55 or less
• DAY'S STOCK (etopup) less than 2 between 2-3 between 3-4 between 4-5 greater than 5
less than 90% of revenue
• HANDHELD being captured
Between 91% -95% Between 95% -99% 100% 100%
More then 3 or greather than 3
• Replenishment Based billing adherence to ROQ More than 4 Deviations
deviations
2-3 Deviations 1-2 Deviations 1 or less than 1 Deviations
• MNP vs circle target < 80% 80% -95% 95% -105% 105% -115% 115%+
• MNP-UAO% to UAO Less than 10% 10%-15% 15% -25% 25% -30% 30% +
• STABLE UEO% to UEO Less than 10% 10%-15% 15% -25% 25% -30% 30% +
• STABLE UAO% to UAO Less than 10% 10%-15% 15% -25% 25% -30% 30% +
Rating Yard Stick 152
P:Poor / I:Needs Improvement / G:Good / E:Exceeding Expectation / X: Excellent
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MONTHLY
REVIEWS

Time Place Activity

First week of Distributor Product wise sales review !

subsequent office DSE wise target vs. achievement review !
month Review of key accounts !
Beat wise/ locality wise achievements !
Trade scheme planning/ review !
Consumer scheme planning / review !
Competitive scheme reviews !
Strategy for coming month !
Trend analysis !
Reward & recognition !
Planning of promotional schemes !
Review of channel expansion network drive !
Discuss Acquisition and Revenue Quality Parameters!

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[Link]
e.

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What is the Purpose of HSW?

HSW

 Prevent injuries & fatalities

 Manifest management commitment to prevention
 Drive safety compliance culture
 Mission statement– provide “safe place to work”

Vodafone needs you to be safe when

you work with us. 155

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 Absolute Safety Rules
All occupants to wear Always use suitable
seat belts while Personal Protective
driving Equipment and attach
safety harness while
working at heights
Electrical problems Never drive under
should only be fixed the influence of
by qualified workers alcohol or illegal
drugs
Always wear a
Never exceed speed helmet while riding
limits and ensure that the
pillion rider wears a
helmet
Never use your mobile NEVER undertake any
phone while driving street or
underground work
activities unless
competent to do so

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Violations – Absolute Safety Rules (Employees & off-rolls)

Rule Violation seriousness

HSW
1 Always wear Seat belts while driving Not wearing seat belt in a 4W. (Rear) Medium
2 Never exceed Speed limits Exceeding speed limit High
Rider / pillion or either or person not wearing helmet High High
Rider / pillion or either or person not wearing ISI approved helmet High
Rider / pillion or either or person not wearing chin strap on helmet High
3 Always wear helmet while riding
Riding without valid driving license (Also for 4W driving) High High
Riding with ISI marked helmet but of substandard quality (without cushion, visor, Low
etc.)
Riding 2W at night on highways / inter-city High
4 Never use mobile phone while driving Use of mobile phone (hands free / texting / speaker phone) while riding / driving High
5 Never drive under influence of alcohol Driving / riding under influence of alcohol High High
Working on 'live' electrical equipment without approval High
Electrical work to done by qualified
6 Working on electrical equipment without authority High
workers
Woking on electrical equipment without work permit High
Working at height without harness High High
Working at height without VIL approved PPE Medium
7 Appropriate PPE while W@H Working at height with VIL approved PPE but not qualified to work @ height High
Working at height with VIL approved PPE not qualified to work @ height but having High
Trained person Woking at height with VIL approved PPE but without work Permit Low

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CONSEQUENCE
MANAGEMENT MATRIX HSW
Violation of Absolute Rule may lead to
termination of your association with Vodafone.

Vodafone Cares for you….remember there is

someone waiting for you back home!

158

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Consequences – DSE/ PSRs/
C&C Severity 1st Violation 2nd Violation 3rd Violation
Low Written warning Written warning, display name Written warning, display name HSW
in hall of shame, supervisor to in hall of shame, discussion with
discuss. Functional Head.
Medium Written warning, supervisor to Written warning, display name Written warning, letter to family;
discuss in hall of shame, discussion with discussion with Business Head.
Functional Head. Discuss/ Impact on rating.
discuss on impact on rating
High Written warning, display name Written warning, letter to family, Termination
in hall of shame, discussion with suspension for a day.
functional head

Note: Following violations (high high) - shall result into instant termination.
1. Driving under the influence of alcohol
2. Driving / Riding without a valid license
3. Riding a bike without a helmet
4. Working at height without harness

Combination of violations:

Three violations with at least one Low can attract Termination with two more of any other violations.
Three violations with at least one Medium can attract Termination with one more of any other violation.

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Consequences – Distributor/ C&C
Agent HSW

Consequences - Distributor/ Agent

First expulsion of employee Addl Fine - Rs. 5,000/-
Second expulsion of employee Addl Fine - Rs. 15,000/-
Third expulsion of employee Termination of distributorship

For every other violation, there will be a monetary fine

of Rs. 3000 /- to the Distributor.

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