Assignment Report

• Name: Pakshaj Bhardwaj

• Objective: To prescribe measures improve sales
figures from SMO outlets
 Current Scenario
Stakeholders involved
Area Sales Manager
• ASM is responsible for meeting sales target for the area assigned to him.
Manges a team of several TSMs under him. One of the primary role is
Supply Chain relationship management with the distributor.

Distributor

• Ensures supply to the retailers.

Dealers
Distributor ultimately sell
Vivo Supplies supplies the Dealer
this devices to
devices to the devices to customers
distributor dealers on • Final step in the supply chain.
either on
credit credit/cash
Flexi Manpower

• Deployed at the Flexi non-club house stores to improve the sales from those
stores.
Flow of goods
Feet On Street (FOS)
Flow of money and information • Assists dealer in various tasks like supplying material to retail stores, lead
generation, ,managing NPO stores under the schemes Sankalp etc.
 Current Challenges
Category Specific Challenge Description / Root Cause Impact on Sales
[Link] sales push, weak
Retailers are busy, handle multiple brands, secondary conversions, and
1. Low motivation among and prioritize higher-margin brands; no reduced mindshare.
1. Retailer Motivation & retailers. direct Vivo manpower or lower incentives 2. Poor product knowledge →
Engagement 2. Lack of emotional to push Vivo actively. There are no weak consumer pitch → lost
connect with Vivo dedicated product training programs for opportunities.
retailers. [Link] aspiration to grow sales or
upgrade to Clubhouse level.
SMOs are given the least priority while
supplying POSM.
[Link] in-store branding
Other brands (Oppo, Realme, Xiaomi)
2. Visibility & 2. Weak visibility in [Link] brand recall and consumer
deploy stronger visual presence with better
Merchandising competitive clusters attention
POS support.
Frequent model changes make existing
branding obsolete quickly.
[Link] sales due to stock-outs and
3. Retailer Economics & 1. SMOs are below in supply Unlike Clubhouse stores, NCH retailers get delayed model availability.
Stock Management priority delayed stock. [Link] retailers prioritize faster-
moving or higher-margin brands.
[Link] nearby outlets compete for same
Heavy competition from
walk-in traffic. Retailer loyalty and brand
4. Market Competition bigger stores especially MT
[Link] offer stronger schemes, preference weaken.
stores.
better promoter presence, and credit lines
 Current Challenges (contd.)

Category Specific Challenge Description / Root Cause Impact on Sales

Minimal communication, weak

Vivo staff focus more on Clubhouse
feedback loop, and lower
6. Retailer–Brand No dedicated Vivo stores, SMO might feel ignored.
engagement.
Relationship salesperson No structured monitoring system or
Branding materials underused;
frequent visits.
campaigns poorly executed.
Loss in sales to Vivo as many
As these stores are in rural areas and the customers in rural areas don’t
Many of the SMOs are not
stores have very limited potential, the have high income to undertake
7. Finance covered under affordability
finance partners consider these kind of cash sales. This also hampers
schemes.
stores risky. the ability of SMOs to upsell it to
customers.
Weak consumer walk-ins and low
8. Awareness & Limited consumer No localized campaigns or retailer-level enquiry levels.
Consumer Pull communication support activities. Lost opportunity to create
neighborhood-level buzz.
9. Infrastructure & Store Some SMOs have limited display and Reduced model showcase; fewer
Small physical size
Format demo space. impulse purchases.
Some large outlets prefer other brands Stagnant performance; limited
10. Growth Path Low aspiration to become and avoid Clubhouse obligations. channel expansion.
Challenges Clubhouse store No formal recognition system for top- Good stores remain unmotivated
performing SMO and underperform.
 Solutions
Category Proposed Solution / Intervention Execution Approach Expected Outcome

Launch “Vivo League Challenge” for Gamify engagement leaderboards

SMOs– quarterly points-based contest. The Recognize top NPO/Star NPO stores with
Higher motivation, friendly competition,
stores will be judges on various criteria certificates and merch.
and stronger brand advocacy.
rewarding sales numbers, sales growth, Retailers of NPO and Star NPO stores must also
Improves knowledge retention without
1. Retailer Motivation product training session attended, be provided with product training sessions along
taking retailers’ time.
& Engagement merchandise material quality prepared, with VBAs
Builds aspiration and brand loyalty.
social media activity undertaken by retailers The overall best performing store for an entire
Builds prestige and differentiates from
etc. year will be visited by a local influencer.
competing stores.
Launch “Vivo Value Partner” certification Recognition and listing on regional dealer maps,
for loyal stores. visible consumer-facing trust mark.

[Link] “Display Hero Contest” for most Create interchangeable model posters and
creative merchandising activities done by universal branding placeholders. Consistent brand visibility and better shelf
retailers on their own specially during One-time investment usable across multiple appeal.
festive seasons. product cycles. Encourages self-driven branding upkeep.
2. Visibility &
To lower the cost of the POSM supplied to Identifying those areas/lanes where the density of Lowering down the cost from using
Merchandising
these stores, modular and recyclable SMOs are high. Instead of focusing on store recyclable POSM material can then be
standardized templates can be supplied to branding in this stores as many of these stores are used in providing better margins to the
these stores. small, the entire lane can be targeted for branding SMO retailers.
2. Lane/Street Branding using banners, hoardings, arch gateways etc.

Several SMO stores are mapped to one

Clubhouse outlets. The purpose of this mapping
will be to give the clubhouse-stores to improve the
performance of SMO. They can do this by
3. Retailer Economics Proper utilization of resources without the
Voluntary “Vivo Godfather Scheme” providing dummies, demos as well as stocks to
& Stock Management need to provide credit lines to SMOs.
the SMOs in case they need them. Based upon
the performance on various KPIs the Godfather
store will get extra benefits, both in terms of
monetary and non-monetary terms.
 Marketing Communication Solutions
Category Activity Execution Plan (Low Cost) Objective / Benefit

• Use reusable display frames, magnetic poster holders, or

• Modular Recyclable Branding Maintain consistent visibility with
1. In-Store Visibility lightboxes with interchangeable inserts for each new
Kit minimal recurring cost
launch.
2. Temporary & Seasonal • Standardized “Celebrate with Vivo” poster set usable for Builds emotional connect, supports
• Festival Co-Branding Kits
Promotions Diwali, Eid, New Year, etc. repeated use

• Create ready-to-use WhatsApp creatives for each launch

(posters, price, specs)
• With launch of new products or during festive seasons
contests for SMO retailers can be run. The best content
• Retailer WhatsApp Retailers forward directly to their
will be selected through the engagement numbers on
Broadcasts customer lists, expanding reach
3. Digital / Social their social media platforms. The winners of the contest
• Content creation contests Easy, free social promotion by retailers
Visibility will be features on social media accounts like LinkedIn,
• Vivo Status Creatives Boosts morale and motivates other
Facebook & Instagram Pages etc.
• Retailer-of-the-Week Post retailers
• Send monthly “Status Packs” with 3-4 images and one
short video per model
• Share a photo of best-performing SMO store on YCPL
social media pages

• Sponsor small activities cumulatively by few SMOs in Organic social media visibility; local
4. Consumer Activation • Local Micro-Events & Coupon nearby college fests, local fairs. The participants in these buzz.
(Local Area) Scheme activities will get referral coupons (₹100 off or small gift) Low-cost exposure and consumer trials.
redeemable only at their store. Increases repeat visits and store loyalty

• A printed board with customer photos who have bought

5. Word-of-Mouth & Local • “My Vivo Store” Loyalty Board premium models from the stores. Builds trust and community feeling.
Reputation • Neighborhood Tie-ups • Collaborate with local cafes, tuition centers, or gyms to Targets local youth at zero cost
display a “Powered by Vivo” poster.
 Sample Images

Archway for cluster branding in high-

density SMO area
Sample template for danglers, posters
which can be utilized for reusing POSM