HFD-PROMOTER EFFECTIVENESS

A PROJECT BY TANVI NANDA

PROJECT BRIEF

DIFFERENCE BETWEEN SENSODYNE AND HFD PROMOTING STRATERGIES

IMPROVEMENTS TO BE MADE IN HFD PROMOTING STRATERGIES

TACKLING COMPETITORS

A COMPARISON BETWEEN SENSODYNE AND HFD PROMOTER STRATERGYCURRENT SITUATION IN THE STORE FOR …

FOR SENSODYNE

E ach and every sensodyne promoter is equipped with a tab. They start their day with merchandising and report the same to the supervisor through the tab . Their check in and check out times and the report of stock counting at the end of the day is entered in the tab as well This process is quick and effective The entire promotion and detailing takes place through the tab. The tab consists of appropriate videos and presentations. They also have a well formulated plan as to how the promoter should approach the customer and what he should say. They also have a list of FAQs which they must prepare . A copy of the same are attached at the end of the presentation

FOR HFD PROMOTERS

A HFD promoter is not equipped with a tab as of yet and so simply reports by sending a message to the supervisor at the end of the day. Due to this an efficient check on the working of the promoter cannot be kept. Also the his check in and check out timings cannot be monitored. In some stores, not all, the promoters are equipped with selling tool booklets that highlight basic detailing of the product but does not connect it to the need of the product to the customer. Also major detailing is done using the pack itself which is not good enough.

They don’t have any formulated way to approach a customer and have no FAQs or proper sheets containing product knowledge etc.

IMPROVEMENTS TO BE MADE IN HFD PROMOTION

STREAMLINING THE REPORTING PROCESS

HAVING A DEFINITE PLAN FOR THE DISTRIBUTION OF WORKING HOURS

A WELL DETAILED SELLING TOOL BOOKLET PROVIDED TO EVERY HFD PROMOTER

A DEFINITE APPROACH TO INTERACT WITH CUSTOMERSA WELL DEFINED APPROACH TO INTERACT WITH CUSTOMERS

Streamlining the Sales Reporting Process

Why do we need it?• Current Sales Reporting System is inefficient as data first

needs to be entered in the sales book and then messaged separately to the supervisor.

• Comprehensive view of Stock Outs is not available right now

• Log-in times of promoters is difficult to monitor• Can be used to transmit information quickly & efficiently

1. Location Tracking- Can Log in only from within the store

2. Entering Stock count of SKUs available in the store on a daily basis

3. Record no. of calls attended and sales induced4. Stock Outs to be flagged on the HHD that will

help track SO issues on a single dashboard.5. Keep an eye on the sales generated from the

Secondary categories6. Quiz promoters on product knowledge from time

to time.7. Send Pictures of competitor activity8. Keep a track of in store execution

OPTIMAL USE OF WORKING HOURS AS SUGGESTED BY – MANMEET SINGH AKALI

a SELLING TOOL BOOKLET

A DETAILED, PAGE-WISE, SELLING TOOL BOOKLET IS GIVEN BELOW

IT CONTAINS Detailed information about all the Products on the rack. It also includes all the major facts about every product and contains appropriate pictures If approved, it can be printed as it is and handed over to the promoters.

Also the flowcharts and the steps regarding how a promoter should approach the customer in the next segment has information and facts in accordance with that in the selling tool booklet

Junior horlicks stage -1

FOR TODDLERS AGE- 2+

Brain DevelopmentBrain development happens throughout one’s life however early childhood is the most crucial period for the development of the brain and junior horlicks has DHA which helps in brain development High ProteinsAt this stage the child is growing and therefore the high proteins and growth nutrients in junior horlicks are essential

Easy To DigestJunior horlicks is extremely easy to digest and suits the toddlers

A STEP TOWARDs A HEALTHIER CHILD

JUNIOR HORLICKS STAGE-2

FOR PRESCHOOLERS AGE 4 +

Brain DevelopmentJunior Horlicks stage 2 further helps in the development of the brain

Providing Important NutrientsPreschoolers tend to have a busy schedule and require adequate nutrition Junior Horlicks is scientifically patterned with 4 Power Vitamins and 5 Growth Boosters to accommodate the child with adequate energy to play and grow.

Immunity As preschoolers are now exposed to various germs , Junior Horlicks provides them with immunity, protection against these germs

Increases Height Two third of a person’s height is determined by the age of 6 and horlicks has calcium and vitamin D which are very important growth nutrients.

HORLICKS- FOR THEIR RIGHT GROWTH

HAVE TROUBLE CONCENTRATING?

IS IT STRENGTH THAT YOU SEEK ?

DOES YOUR HEIGHT TROUBLE YOU ?

+

+

PRESENTING HORLICKS

TALLER

STRONGER

SHARPER

MIXES INSTANTLY

CAN BE ENJOYED HOT OR COLD

HORLICKSHEALTHIER BONES

Horlicks is packed with CALCIUM , VITAMIN D and PHOSPHORUS which gives your kid energy and

healthier bones

HEALTHIER BLOODHorlicks has been made after years of research . I t has IRON , VITAMIN C and VITAMIN E .these nutrients assure healthier blood

MORE MUSCLES Horlicks consists of a unique blend of nourishing ingredients, which are scientifically formulated to provide vitamins, calcium and PROTEINS giving more muscles

HORLICKS COMES IN EXITING NEW FLAVOURS

CHOCOLATE HORLICKS

ILAICHI HORLICKS

KESAR BADAM HORLICKS

BOOST

TIMES MORE STAMINABoost is India’s only HFD scientifically proven to increase stamina by three times

3

INCREASES METABOLISMBoost helps increase metabolism and immunity INCREASES

ENDURANCEBoost helps increase endurance which is essential for the child specially if he is into sportsCONTAINS EN VITA NUTRIENTS Boost is enriched in EnVita nutrients, a scientific combinations of vitamin and minerals and is important for energy metabolism and stamina

IS THE SECRET OF WINNING ENERGY

WOMEN’S HORLICKS

She makes

time for her

children

She makes

time for the house

She makes

time for her job

She makes time for her husband

FOR HER

RECLAIM YOUR SPIRITHEMOCAL NUTRIENTS FOR BLOOD AND BONE

HEALTHWomen’s Horlicks contains hemocal nutrient, calcium , magnesium, vitamin D and vitamin K for stronger bones. IMPORTANT FOR HEALTHY SKIN

Women’s Horlicks contains Vitamin A, Vitamin E zinc and selenium

EXCLUDES SWEETENER OF ANY KINDWomen’s Horlicks doesn’t contains sweetener of any kind, making it perfect for health and weight conscious women SOURCE OF ENERGY

Women’s Horlicks is an important source of energy enabling women to last longer without getting tired too quickly

MEETS INCREASED CALORIE REQUIREMENT Mother’s horlicks meets the increased calorie requirement for pregnant and breast feeding mothersIMPROVES BIRTH WEIGHT OF

THE BABYMother’s horlicks contains micronutrients like zinc, iron, folic acid ,iodine, magnesium, Vitamin- A, B6,D

PROMOTES ALL ROUND DEVELOPMENT OF THE BABYIMPROVES THE QUALITY OF BREAST MILK DURING LACTATION

MOTHER’S HORLICKS

GETTING TIRED TOO QUICKLY ??Doctor’s suggest that a major reason for low energy

level is the unseen cell damage in our body

Horlicks lite

HORLICKS LITE REPAIRS DAMAGED BODY CELLS Horlick’s Lite keeps our energy level up and increases our productivity

IT HAS ANTI-OXIDANTS

HIGH QUALITY PROTEIN

HIGH FIBRE AND 26 VITAL NUTRIENTS

LOW FAT

Customer interaction

THE NEED FOR SCIENTIFIC DETAILING AND ITS RESULTS –BY MANMEET AKALI (PREVIOUS PRESENTATION)

Customers were Surprised• BV customers are taken aback

when they get to know about high sugar content. It gets them to start thinking.

Happy to listen to health related information• Women, Men, & Mothers were all

paying close attention to what the promoter had to say and what was written on the booklet. On Sunday, we had a call delivery ratio of 85%. Only 17 out of 115 rejected to listen to the promoter .Husbands happy to know about

Women Horlicks• People with enough disposable

income don’t think twice when approached and briefed about benefits of horlicks specially designed for women.

Smile and approach a target customer and deliver opening pitch

Understand the customer by probing- Ask which age group are they looking for?-Ask what they use currently,etc.

Tell the customer that I would like to give u some information and please listen for a minute for their benefit.

Pull out the right page in the booklet and pull out the right product from the shelf and hand it over to the customer

Detail using the booklet-MAX 1.5 mins- Product specific points mentioned ahead.

Based on customer reaction come to the point or cross sell if they are ready to listen to more.

Specify offers

Dosage if needed. Also add “Clinically Proven” point.

Thank Customer and say- “ This information will definitely help you in the future”

Based on the result feed data into HHD

How to approach the customer

OPENING THE CALL

“ Hi Sir/ Maam, I am a Health Food Drink Advisor from GSK, the company that makes Horlicks, Eno,Iodex,etc. We are doing a customer education campaign and I can help you choose the right drink. Can I know for whom are you choosing the HFD ?”

Target Customers

People walking into the category

Women with kids

& families Pregnant

women

Young Women

Husbands with

wives/children

Maam/Sir, who are you choosing the HFD for?

FOR MY CHILD

FOR MYSELF (lady)

FOR MY ELDERS

BEFORE STARTING THE DETAILING,HAND OVER THE PACKET OF THE CONCERNED PRODUCT TO THE CUSTOMER,OPEN THE SELLING TOOL BOOKLET AND SHOWING THE CUSTOMERS THE PICTURES,BEGIN.

Click on the subheading to navigate directly

FOR THE CHILD

Maam/Sir, what is the age of your child

2-3 yrs 4-6 yrs Above 6 yrs

P-Maam did you know that these early years of your child are crucial for his development of the brain ?C- yes of courseP – Well Maam Junior Horlicks stage 1 contains DHA for the development of your child's brain

P- Maam has your child started going to preschool?C- yes he/she has P-Maam now in preschool your child is exposed to a lot of germs. That’s why I suggest Junior horlicks Phase 2 as it provides immunity against these germs and keeps your child healthy

P-Maam the most appropriate drink for your child is Horlicks. It helps your child concentrate more , increases his height and Strength.P- It also contains calcium and vitamin D which gives the child stronger bones.It also has iron vitamin a and vitamin E ,giving him healthier blood.

Start further detailingP- Maam did you also know that junior horlicks has 23 vital nutrients including proteins which are essential for the right growth of the childP-Maam does your child have problem in digesting his food ?C- yes sometimes he tends to puke it out OR no, not reallyP- well Junior Horlicks very light and extremely easy to digest for the child

Start further detailingP- Maam did you also know that a child’s two third height is attained by the age of 6 ?C-Yes I know/No I didn’t know thisP- and that’s why junior horlicks also contains Calcium and Vitamin D and so helps increase the child’s heightP- It also helps in further development of the child’s brain and is packed with 4 power vitamins and 5 growth boosters

If the customer seems open to more detailing switch to the idea of boostP- Maam is your child into athletics or does he play any sportC- Yes he does P- Then you can also consider boost as an option. its specially made for children who are into some kind of sports. This is so as boost increases your child’s Stamina by 3 times and also gives a boost to his endurance .

If the customer is truly engrossed in the conversation and wants to know more about Horlicks, then extend the product to a different person Eg. Extend it to probably the woman whose buying the HFD and start talking about women’s horlicks and then ask them if they have any elders in the house and start detailing about horlicks lite.

FOR MYSELF (LADY)

WOMAN’S HORLICKS

MOTHER’S HORLICKS

P- Maam have you ever considered looking for a health drink for yourselfC- yes I have / no I haven'tP (if the customer has said no )-well then, maam you should. As at this age your bones start becoming weaker and in a few years that can lead to a bad back and many other problemsP- start detailing Maam that’s why we present to you women’s horlicks with hemocal nutrients,Vitamin D,K and calcium for much stronger bones

P- Maam , have you been having a HFDC- yes I have /No I haven’tP- (if the customer says no explain to them why its important for her to have a HFD) Maam during pregnancy as your body is undergoing a lot of change having the right HFD is extremely important for you so we present to you mother’s horlicks not only does it meet the calorie requirement of the mother but also maintains the birth weight of the baby.

If the customer is reacting positively to the detailing, continue..P- Also is your daily routine very hectic? And does it often happen that you miss your mealsC- yes, my routine is quite hecticP- then its quite possible that you miss out on your daily requirement of nutrition. But women’s Horlicks twice a day will take care of your nutritional needs Do you also keep a check on your sugar intake ?C- of course I doP- well then women’s horlicks is perfect for you since no sweetener has been added to it. It also gives you a much healthier skin.

Start further detailing if the customer seems open to it…P- Mother’s Horlicks also improves the over all development of the baby and contains micronutrients like zinc, iron, magnesium, iron, Vitamin A ,B6 , D it also improves the quality of breast milk during lactation.

FOR MY ELDERS

P- Maam have you considered giving the elders in your house a HFD?C- yes I have/no I haven'tP-(if the customer says no) Maam if you haven't then you should consider it. At this age one tends to get tired very quickly and it is very important for them to have a regular intake of all the important nutrients and Horlicks Lite ensures that. Horlicks lite has anti oxidants , good quality protein and high fibres which will help them have a healthier lifestyleP- Also can they be choosy in the food they wish to eatC-yes , sometimesP- then Horlicks will ensure that they don’t miss out on any vital nutrients

BASIC DIFFERENCES BETWEEN HORLICKS AND COMPETITIVE PRODUCTS THAT MAKE HORLICKS A SUPERIOR HFD

THE PROMOTERS SHOULD BE AWARE OF THESE FACTS INCASE THE CUSTOMER DEMANDS COMPARISONIt has

extremely high amounts of sugar.The calcium level in horlicks is a lot moreThis too has high levels of sugar content i.e 73gLower levels of calcium

If the child is extremely thin he must continue taking pedia sure and after gaining some weight consider shifting to horlicks as it ensures over all development

Complan matches all the parameters but we can say that it concentrates on the height but horlicks focuses on over all development

THANK YOUFOR READING IT