BTL Activity for Class A Contractor for Cluster 1 (Mumbai, Pune, Ahmedabad and Surat

Region)

This activity can be divided into three parts that is Pre BTL, BTL and Post BTL
Location – Franchise store/Design Centre
Duration – 60 Minutes Excluding Refreshment/Dinner
Number of Attendees – 8 to 16 Contractors

Pre BTL SOP: -

Time Line: - Between 60 Days to 1 Day before the BTL Activity

1. Time Line: - Between 60 Days to 55 Days before the BTL Activity

(a) Look at the performance of partner across the product categories as per the
focus product targets determined in the Master sheet and identify the low
contributing product categories over the last 6 months for the respective
partner

(b) Based on the identified product categories and in consultation with the
channel partner, make a list of Contractors to be targeted for the BTL activity
to promote the identified product categories and the focus products

(c) Sales person to also look at his internal CRM and identify list of prospective
Contractors whom he has mapped to the partner and who have not
contributed in the 6 months for the identified product categories

(d) Make the final list of Contractors

2. Time Line: - Between 54 Days to 30 Days before the BTL Activity

(a) Contact the contractor 54 days before the BTL activity, ask him about his
availability for the upcoming BTL activity and collect the below mentioned
information.

 Address and Location of each active site.

 Tentative list of products in each of these active sites.
 Approx. qty of the products to go/going at these sites.
 Approx. site value of each active site for Hardware (for Hafele).
 Any other brand being considered at these sites (if any) also to be
mentioned.

(b) Sales person to visit the sites of the Contractors basis the availability of the
Contractors to validate the above collected information
3. Time Line: - Between 29 Days to 15 Days before the BTL Activity

(a) Continue research and site visit to the active sites of contractor between 29
days to 15 days before the day of BTL activity and classify the contractor
under the appropriate class

(b) Send a proposal mail to Head Office for getting approval for conducting the
BTL activity in the standard format. This mail should be sent before 7 th of the
month prior to the month of BTL activity.

4. Time Line: - Between 14 days to 1 day before the day of BTL activity

(a) After collecting details about the active sites from the Contractors, classify
the Contractors as per the Influencer classification methodology and select
the products (as per the product segmentation done for the different
influencer classifications) which are going to be discussed during the BTL
activity keeping in mind the identified weak product categories for the
respective partner and the regional level Focus products. This activity should
be completed between 14 days to 12 days before the BTL activity

(b) Contact the contractors, invite them for the BTL activity and finalize the time
of BTL activity as per their convenience. This should be completed between
14 days to 12 days before the date of BTL activity.

(c) Design the e-Invitation card which will carry the information of date, time
and venue of the BTL activity. Share it with contractors digitally (via
WhatsAPP mode). This should be completed between 14 days to 10 days
before the day of BTL activity.

(d) Send final number of attendees to marketing team 8-10 days before the BTL
activity for getting the sufficient number of goodies which needs to be given
to contractor after BTL activity.

(e) Send first follow up message/call to the contractors 5 days before the day of
BTL activity and remind them about the day, time, venue of the BTL activity.

(f) Check whether projector is available at Franchisee store or not, if projector is

not available then arrange the projector for the BTL activity. This activity
should be completed between 10 days to 2 days before the day of the BTL
activity.

(g) If the BTL activity is going to be followed by dinner or refreshment, then

make the arrangements for the same in coordination with the Franchisee
team/Design center team by sending the event details on mail at least 6-8
days before the activity date
 (h) Send Final Follow up voice call and message to contractors 1 day before the
day of BTL activity and take the final confirmation of the attending the
meeting from them and also remind them about time and venue of the BTL
activity.

BTL Activity: -
Duration – 60 Minutes

1) Out of 60 minutes, devote first 5 minutes for briefing about the company.

2) Explain about products from the categories (AH, FF, SF, KF, GF) and devote 40
minutes for the same. More focus to be on the identified list of weak product
categories for the respective partner

3) For Class A contractor, below mentioned products are the pool of products identified
for the BTL activity. Additionally, if sales person feels that any product is missing out
then as per the understanding during the site visits done, one can also add those
specific products to the below mentioned products.

4) The following products are the pool of products identified for the Class A
contractors:

 AH – Digital Locks – Reveal & Real, Concealed Door Closer – DCL 71; DCL
70; DCL 33; DCL 35; HS3000, Pivot system M, Lock Body Cylinder, Saddle
Plate.

 FF – Ironing boards, Gravity Storage Bed Fitting, Aladino Bed System, Bed
system – supernova; orbit, Wardrobe lift, Revolving Shoe Rack, Electric
Maxi lift, Soft close telescopic channels, Wardrobe accessories, Pratik Bed
Fitting, Aladino Sofa Bed Fitting.

 SF – New 120 W range/ XL with soft close, Autotec, Classic 300, Weather
fold 100 EF, Classic duo 80 VF, Classic 60 VF, Fold 84, Design 60 VF, Design
80 VF.

 GF –Hydraulic Patch, New Echo shower sliding, Shower cubical hardware,

Pull Handles, Patch Fittings.

 KF – VS COR Fold, VS COR Flex, Tall Unit – VS Tall Gate; VS Tall Gate N;
Chef’s Pantry Pull out, drawer accessories, Profin profile range, Drawer
Mat, Waste bins, Bottle Pull-out, Roller Shutters.

 Blum – Legrabox, Aventos, Movento, Tandem Boxes with servo drives,

Tandem Runners, Space Tower, Blum Hinges, Orga Line Cutlery
Note: Wherever any of the products being showcased in the BTL is not on display at the
Design center or at the Franchisee store, kindly arrange a mock-up of the same for
demonstration. This activity to be completed at least 2 days before the BTL activity

5) One should preferably select not more than 10-15 products across all the categories
of products for better focus

6) During the explanation emphasize more on the features and advantages of the
products and do showcase the installation videos for the products being
demonstrated for better emphasis on the process of correct Installation with the
right tools

7) After explaining them about the products and then dedicate 15 minutes for
questions and answers.

Post BTL SOP: -

1) Give the below mentioned form to contractors and ask them to provide the required
details and this should be done before dinner/refreshment.

FEEDBACK FORM
Name of Contact Site 1 Site 2 Site 3 Referral Referral Referral Referral Any Feedback
the Number details details details Contractor Contractor Contractor Contractor problem regarding
Contractor 1 Name 1 Phone 2 Name 2 Phone currently today’s
No No being BTL
faced activity
with
Hafele
Products
(in brief)

2) Provide Dinner or Refreshments to contractors as per the prior arrangements.

3) Give them goodies at the end of the dinner or refreshment.
Post BTL follow up process

Timeline 1 – 20 days after the BTL activity

Repeat the below process in a continuous cyclical manner for each Contractor who is part of
the BTL activity:

Give the first follow up call to all contractors between 1 - 5 days post the BTL activity and schedule a meeting
preferably at the site
During the BTL activity, if the influencer has given any specific feedback or is facing any specific issue with Hafele,
First Follow then sales person needs to action on it
Up Call

Meet the contractors preferably at their site between 6 – 10 days post the BTL activity
Get the requirement of products from the contractor.
Meeting at As per their current requirement explain more about the Hafele products
The resolution for the feedback/issue as identified in the above step should be given to the influencer within a
site with timespan of 3-4 days post the BTL activity
Contractor

As per the site visit, prepare and send the quotation of Hafele products for that particular site.
Prepare & This should be done between 11 – 15 days post the BTL activity.
send
quotation

Work out on the techno-commercials

Involve a suitable channel partner to route the order
Close the deal. Tentative timelines for closure within 16-18 days of BTL
Closure

Regularly share brochures, newly launched products, newsletters continuously on WhatsApp broadcast group with
them
Wish them on their Birthdays, Anniversary, any auspicious events etc to develoo a personal rapport
Engage the
contractor
Timeline 2: Post 20 days of BTL Activity

1) Sales person will keep tracking the performance of these Contractors on a quarterly
basis on the below points:

 Turnover with Hafele

 Number of sites given to Hafele
 Repeat business given to Hafele
 Product range penetration at product category level
 Number of referral Contractors/Architects given

2) Basis the performance of the influencers on above parameters, we will classify them
accordingly and conduct repeat BTLs for them with more focus on those product
categories where we see less traction

3) The referral Contractors/Architects identified through Contractors will be mapped as

per the classification methodology that we have laid out for contractors and they will
be mapped to a suitable BTL activity

4) The above steps need to be done in a continuous and a cyclical manner post every
BTL activity. And this will help us identify the efficacy of the BTL activity. The gaps
that are identified during any stage of the above process need to be duly noted by
the sales person and addressed in the next BTL activity and/or in the next interaction
with the influencer