Description
This presentation on Differential Benefits Scheme taking the example of Bid 2 Win.
Differential Benefits scheme
Bedrock of the Concept
?
On the basis of last year sales, divide all the wine shop & on-premise outlet owners into 4 categories viz.
Platinum
Let the 4 groups be demarcated in terms of sales as (assumed sales): 0-200 cases 201-500 cases 501-800 cases 800 & above : Lead : Silver : Gold : Platinum
Gold
Silver
Lead
Objective
?
?
Try to retain Platinum rated outlets.
Focus on their needs and requirements.
?
?
They are our highest priority customers.
They should be offered the best possible deal since they are the key gross volume drivers. Increase the level of co-operation with Gold and Silver rated customers and help them in every possible fashion to move up the pyramid. They should be offered encouraging trade schemes and at the same time be made aware of the potential benefits of being a platinum rated customer.
?
Objective Cotd.
?
Focus should be on converting Silver and Gold rated customers into Platinum rated customers.
Lead rated customers should be made aware of potential benefits at higher levels but they should not be given priority above higher level customers. Benefits offered at every level should be clearly different and incremental in nature.
?
?
?
?
This is where differential benefit scheme comes into picture.
The concept of Bid 2 Win implements this differential Benefit scheme.
Understanding Bid 2 Win
? Concept is based on 5W-1H framework
What?
Who? How?
When?
Why?
Where?
What is Bid 2 Win?
?
Bid 2 Win is a differential Benefit scheme for driving the secondary sales while saving on costs.
It is essentially a new scheme format aimed at generating excitement among the outlet and wine & Beer shop owners via the process of quarterly bidding.
?
When to launch Bid 2 Win?
?
Bid 2 Win is projected as a quarterly activity among all wine shop and Hotel & Bar owners.
The proposed launch is based on a quarterly basis.
?
Why Bid 2 Win?
?
Bid 2 Win is aimed at generating higher secondary sales vis-à-vis saving on the promotional schemes being offered for pushing tertiary sales.
The entire concept is based on the idea of reducing the regular discounts being offered to outlet and wine shop owners in lieu of a chance to participate in the quarterly bidding gala. The only eligibility is the sales achieved by these outlet & wine shop owners which can provide them with a chance to win mega prizes. This concept has the potential to act a big cost saver for the company as it will result in the reduction of scheme value being offered to every single owner in return of merchandise and prizes worth half the value being offered in the Bid.
?
?
?
Where to launch Bid 2 Win?
?
Bid 2 win launch is proposed for Pune city to test the success rate of the pilot concept.
The brand to be covered initially is Bagpiper & Mc Dowell’s. As per the design the concept is scalable in nature and if successful, can be rolled out in other locations in a phased manner.
? ?
Who are the Stakeholders?
?
?
The stakeholders involved in the entire concept are:Company representatives.
?
?
Distributors.
On-Premise outlet owners.
?
Wine shop owners.
How it works?
?
Bid 2 win encompasses the concept of quarterly bidding fest for top 3 levels of customers viz. Platinum, Gold and Silver.
The Bidding process should be different for wine shop owners and Onpremise outlet owners. Every level of customer is offered some points on the basis of sales achieved by him during the end of current quarter. On the basis of these points he will automatically qualify for the bid process which is having attractive gifts and prizes to be won. The monetary value of gifts is different for all 3 levels with platinum level carrying the highest valued items.
?
?
?
?
Few Rules for the Process.
?
? ?
Every level should have a minimum of 3 bidders every quarter.
A bidder can either cash out his accumulated/unused points or can carry them forward for the next quarter( based on a multiplier). Points earned in one quarter cannot be carried forward beyond the next quarter. The spreadsheet model prepared for carrying out this activity is embedded below.
?
Thanks!!!
doc_537542457.ppt
This presentation on Differential Benefits Scheme taking the example of Bid 2 Win.
Differential Benefits scheme
Bedrock of the Concept
?
On the basis of last year sales, divide all the wine shop & on-premise outlet owners into 4 categories viz.
Platinum
Let the 4 groups be demarcated in terms of sales as (assumed sales): 0-200 cases 201-500 cases 501-800 cases 800 & above : Lead : Silver : Gold : Platinum
Gold
Silver
Lead
Objective
?
?
Try to retain Platinum rated outlets.
Focus on their needs and requirements.
?
?
They are our highest priority customers.
They should be offered the best possible deal since they are the key gross volume drivers. Increase the level of co-operation with Gold and Silver rated customers and help them in every possible fashion to move up the pyramid. They should be offered encouraging trade schemes and at the same time be made aware of the potential benefits of being a platinum rated customer.
?
Objective Cotd.
?
Focus should be on converting Silver and Gold rated customers into Platinum rated customers.
Lead rated customers should be made aware of potential benefits at higher levels but they should not be given priority above higher level customers. Benefits offered at every level should be clearly different and incremental in nature.
?
?
?
?
This is where differential benefit scheme comes into picture.
The concept of Bid 2 Win implements this differential Benefit scheme.
Understanding Bid 2 Win
? Concept is based on 5W-1H framework
What?
Who? How?
When?
Why?
Where?
What is Bid 2 Win?
?
Bid 2 Win is a differential Benefit scheme for driving the secondary sales while saving on costs.
It is essentially a new scheme format aimed at generating excitement among the outlet and wine & Beer shop owners via the process of quarterly bidding.
?
When to launch Bid 2 Win?
?
Bid 2 Win is projected as a quarterly activity among all wine shop and Hotel & Bar owners.
The proposed launch is based on a quarterly basis.
?
Why Bid 2 Win?
?
Bid 2 Win is aimed at generating higher secondary sales vis-à-vis saving on the promotional schemes being offered for pushing tertiary sales.
The entire concept is based on the idea of reducing the regular discounts being offered to outlet and wine shop owners in lieu of a chance to participate in the quarterly bidding gala. The only eligibility is the sales achieved by these outlet & wine shop owners which can provide them with a chance to win mega prizes. This concept has the potential to act a big cost saver for the company as it will result in the reduction of scheme value being offered to every single owner in return of merchandise and prizes worth half the value being offered in the Bid.
?
?
?
Where to launch Bid 2 Win?
?
Bid 2 win launch is proposed for Pune city to test the success rate of the pilot concept.
The brand to be covered initially is Bagpiper & Mc Dowell’s. As per the design the concept is scalable in nature and if successful, can be rolled out in other locations in a phased manner.
? ?
Who are the Stakeholders?
?
?
The stakeholders involved in the entire concept are:Company representatives.
?
?
Distributors.
On-Premise outlet owners.
?
Wine shop owners.
How it works?
?
Bid 2 win encompasses the concept of quarterly bidding fest for top 3 levels of customers viz. Platinum, Gold and Silver.
The Bidding process should be different for wine shop owners and Onpremise outlet owners. Every level of customer is offered some points on the basis of sales achieved by him during the end of current quarter. On the basis of these points he will automatically qualify for the bid process which is having attractive gifts and prizes to be won. The monetary value of gifts is different for all 3 levels with platinum level carrying the highest valued items.
?
?
?
?
Few Rules for the Process.
?
? ?
Every level should have a minimum of 3 bidders every quarter.
A bidder can either cash out his accumulated/unused points or can carry them forward for the next quarter( based on a multiplier). Points earned in one quarter cannot be carried forward beyond the next quarter. The spreadsheet model prepared for carrying out this activity is embedded below.
?
Thanks!!!
doc_537542457.ppt