29th March’ 2013

CRM Management Influencer Loyalty ProgramGreenply Industries Limited – Laminates Division (Greenlam)

Orbis Hospitality Services Private Limited..............draft proposal : confidential

Table of Contents

a. CRM Program Objective……………………………………………………………..b. Concept Note

User Segmentation…………………………………………………………c. Program Steps

Data Churning……………………………………………………………... Enrollment Process………………………………………………………… Design & Develop CRM software…………………………………………

d. Points Structure……………………………………………………………………….e. Scheme Structure…………………………………………………………………….f. Program Delivery Mechanism………………………………………………………..g. Proposed Incentives…………………………………………………………………..h. Our Deliverables…………………………………………………………………….. i. Evaluation Parameters………………………………………………………………..j. Proposed Names………………………………………………………………………k. Program Commercials………………………………………………………………..

We recommend an enterprise propriety loyalty model for the contractors to begin with

Primary Objectives

a. To influence the decision makers b. Engage the unorganized sector on one platform by Creating own base of Loyalty Usersc. Increase share of wallet of existing dealers d. To create a strong value propositione. Complaints Process Management f. Repeat and Higher Purchase incentive management

Secondary Objectives

g. Retain and Reward our best stakeholders h. To get an end to end sales mapping i. Turn our influencers into our advocates j. Achieve trigger Marketing opportunitiesk. Customize future promotions and offerings

CRM Influencer Management Loyalty Program- Objective

Orbis Propose points based CRM Influencer Management loyalty program for Contractors segment called

“Greenlam Parivar”

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

Segmentation- Users

Category Gold Diamond Platinum

Consumption Up-to 50 sheets (per Month)

51-100 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.

Contractors are segmented in 3 categories based upon their buying capacity on monthly basis or annual turnover

Programme Steps

a) Initial Data gathering and churningb) Short listing of contractors (based on the agreed benchmark)c) Enrollmentd) Track initial purchase cycle for six monthse) Continuous CRM drive to increase salesf) Ultimate objective to have loyal base of contractors increase and overall sale

Some other important points

i. GCC will be awarded based upon profiling and purchase patternii. A Class contractors/ Project Sales contractors will be treated separatelyiii. Other contractors referred by Greenlam will be enrolled under platinum category (based upon

purchase pattern)

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

Step-2 : Enrollment Process

Greenlam Contractors Enrollment

Enrollment through CRM

Enrollment through FOS

Enrollment through direct

sale

• 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

Step-3 :Design & Development of CRM Software

Orbis to design and develop web based CRM software

Advantage of CRM software:

a. Online database managementb. Secondary sales mappingc. Customize your sales promotion & schemed. Customize MIS as per neede. Better complaints management

Snapshot- web based CRM software for GREENLAM..cont..

Greenlam Parivar Enrollment Form

Snapshot- web based CRM software for GREENLAM

Orbis CRM web based software

Points Structure

On purchase of 1 sheet of .6 mm - 1 pointOn purchase of 1 sheet of .8 mm - 1 pointOn purchase of 1 sheet of 1 mm - 2 pointsOn purchase of 1 sheet of 1.5 mm - 2 pointsOn 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. 645 + Vat+ Texture1 laminate sheet of .8 mm : Rs. 530 + Vat+ Texture l laminate sheet of 1 mm : Rs. 880 + Vat+ Texture1 laminate sheet of 1.5 mm : Rs. 1180 + Vat+ Texture

Scheme Structure

Point scheme to be worked out with variety of gifts at each slab. Point value can vary from Rs 4 to Rs 5/-

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 5.00 0.94%

800 Water Jug Electric hot case Water Purifier

4,24,000 4,000 5.00 0.94%

1200 Gas stove burner DVD Player MP3

6,36,000 6,000 5.00 0.94%

1800 LCD TV 165 L RefrigeratorDigital camera+

Washing machine

9,54,000 9,000 5.00 0.94%

3000 Home Theater Inverter LCD 22"

15,90,000 15,000 5.00 0.94%

5000 Bangkok Trip for 1

person (2 n/ 3d)1.5 Ton Window Air

ConditionerKathmandu trip for 1

(3n/4d) for couple

26,50,000 25,000 5.00 0.94%

6000 Gold worth Rs 30,000

Family Insurance coverage- reimbursement of one time premium- Rs

30,000

Gold worth Rs 30,000

31,80,000 30,000 5.00 0.94%

7000Child higher education scholarship upto worth-

Rs. 35,000

Child higher education scholarship upto worth-

Rs. 35,000

Child higher education scholarship upto worth-

Rs. 35,000 37,10,000 35,000 5.00 0.94%

10000 Motorcycle worth Motorcycle worth Motorcycle worth 53,00,000 50,000 5.00 0.94%

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.

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.

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

Program Process Flow

Day 1 Day 2 Day 2 Day 3

Quarterly 1st-2nd Month Day 7 - 14 Day 7 - 14

Yearly On going Ongoing Ongoing

Details verified/ updated into CRM

software

CRM Enrollover phone

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

Some Proposed Events/ activities

Platinum (GCC) Diamond Gold

Tree Plantation/ Medical Camps

Tree Plantation/ Medical Camps

Vishwakarma Pooja

Independence Day Flag Hoisting

Independence Day Flag Hoisting

Roza Iftar Party

Kids Drawing competition at regional level & state level

Kids Drawing competition at regional level & state level

Chhatt Festival

Diwali/ Holi Festival/ Baishakhi/ Onam/Pongal/

Durga Pooja/ Ganesh Chatturthi

Diwali/ Holi Festival/ Baishakhi/ Onam/Pongal/

Durga Pooja/ Ganesh Chatturthi

Diwali/ Holi Festival/ Baishakhi/ Onam/Pongal/

Durga Pooja/ Ganesh Chatturthi

Movie Show/ Family Picnic/ Magic Show/ Laughter show/ Cricket Match/ Food Festivals

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

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 Contractors meet at regional levels

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

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

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 launchThis is applicable for only few set of Contractors who belong to A class

Proposed suggested Names for Programme

Greenlam Excellence

Greenlam Anmol Ratn

Greenlam Royal Club

Greenlam Premier Club

Greenlam Masterpiece

Greenlam Woodcrafter

CRM Loyalty Program- ROI- Delhi/ NCR

Projected Incremental sales- Secondary sales mapped through CRM system

Projected incremental Sales for first year would be Rs. 14.40 Crore. From second year onward redemption rate would be more than 25%

Category Target Users

Avg. Consumption/

month

% Consumption usage at 60%

Redemption Conversion @

25%

Per Year consumption

Incremental Sales reveue @ 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 9000 108,000 5,40,00,000

Total 2,150   1,290

24,000

2,88,000

14,40,00,000

CRM Loyalty Program- Commercials- Delhi, Gurgaon, Faridabad & Noida

Cost components   Per unit Quantity Monthly CostManpower cost        

Project Coordinator Full time 25,000 1 25,000

CRM Full time 15,000 2 30,000

Database admin/ gift redemption Full time 15,000 1 15,000

General Administration & other cost        

Telephone Cost 3,000 3 9,000

Toll Free National Toll Free 5,000 1 5,000

General Administrative Exp. Office infrastructure 5,000 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

CRM Loyalty Program- Commercials- Delhi, Gurgaon, Faridabad & Noida

Some additional Cost: a. One time cost towards designing & development of CRM web based software - Rs. 150,000

b. Welcome Letter signed by CEO for Diamond and Platinum members + courier charges Rs. 25 per pkt

c. Nominal cost towards printing cost of Enrollment form & passport books

d. Bouquet + greetings card on Birthday for Platinum members - Rs. 450 each

e. 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

f. Social activitiesa. Proposed 1 painting competition in each zone of Delhi (South, west, north & east)- Rs. 250-

Rs. 300 per familyb. Proposed 1 social get together for only platinum category members- Rs. 300 to Rs. 400 per

members

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 15-20 Days

North India Office

581/3, First Floor,Chirag Delhi Main RoadNew Delhi-110017

South India Office

49-24-49, Rama Krishna Nagar,Shankara Mattam Road,Visakhapatnam – 16Andhra PradeshIndia

International Unit

Orbis international Unit 1 100 Sydney street Dorchester MA 021251360USA

Board +91 11 4742-6800Direct +91 11 4742-6888GSM + 91 9899679469

Email: alok@orbis-service.comWeb : www.orbis-service.com

Thank You