Managed Promoter Model for Leading Air Conditioning Brand

Background

The client is a market leader in the air conditioning segment with a strong presence in consumer durables outlets. The air conditioning business in India is seasonal, along with manpower requirements. So, in addition to sales, it is critical to have visibility regarding stocks and competition as well.

 

The Challenge

The client was in a seasonal business and had to scale up manpower during the season and scale down postseason. This made it critical to have real-time visibility on sales, stock, and competition activity. The client also needed sales to be driven through promoters to improve promoter productivity.

Apart from driving sales, the client needed meaningful insights into the day-to-day sales to ensure that the promoters maintain instore visibility and have the product knowledge. The client was looking for a partner who had the scale and infrastructure to manage seasonal hiring, de-hiring, and do end-to-end program management of promoter productivity.

 

Solution

Quess deployed the supervisory model solution, with the promoters reporting to the Quess supervisor, who then would report to the Quess project manager. The project manager and supervisor would work closely with the client to plan, execute, and track the various activities. The recruitment team present in 34 cities ensured that all the locations where promoters are required are manned and hiring completed within TAT. Special focus was on recruiting people with the requisite background. Extensive training was provided to the associates in multiple rounds to ensure that they hit the stores with substantial brand knowledge and soft skills to sell. Quess deployed the in-house mobile application for reporting and measurement of the daily attendance, sales, competition, and visibility. Weekly/fortnightly reviews with supervisors and monthly reviews with the client helped in establishing a process to ensure continuous improvement of the program efficiency and effectiveness.

Outcome

Through an efficient supervisory model solution, Quess helped the client sustain its leading position in the air conditioning market.

  • Deployed 900+ promoters with AC/Ref background during the season and brought the count down to 350 postseason and back up again during the season.
  • Helped the client acquire a leading position in the AC market through the efficient execution of the program.
  • Ensured that the brand was ahead of the competition on product/process innovations with real-time sales, stock updates, and ad hoc info capturing.
  • Ensured smooth rollouts and improved promoter productivity through monthly reviews with client and field teams.