CASE STUDY

RINI JAIN
NMIMS, MUMBAI
 CLIENT PROFILE
Client Name Acme
Target Revenue 50 crore
Sale driver New product installation/Service
Key drivers for growth Plumbers
Objective Design engagement program for plumbers
Budget 2 Crore

Distribution Model

Assuming a dilution of 50% in the chain, final

Acme Distributor Retailer Plumber sales of 100Cr is to be achieved

Assumptions
• 50 lakhs for development of app, we will have 1.5Cr for engagement program
• In order to generate a revenue of 100 Cr, 60Cr will be generated through plumber(main tertiary source)
• Minimum sale of Rs 10000/month/plumber, therefore annually revenue of Rs1.2 Lakh/Plumber
• Total plumber required for sales is 5000
• Target Plumber population for program will be 10000
 ENGAGEMENT PROGRAM

Objective
• To incentivize Plumbers
• To make plumbers feel valued by supporting their overall development
Bill Scan/
Coupon and
point
Self Redemption
Actualization Tele Feedback
Ego
Support and rating
Esteem
Value APC
Love/ App Features
Belonging Emotional
Community Training and
Safety Certification

Physiological Job
Economic Incentive Portal
Maslow’s Hierarchy of needs
 ENGAGEMENT PROGRAM- INCENTIVES
Tier Points Parameter Weightage
L
O VIP Gold >1500 Overall Revenue 60%
Strategy
Y Average Selling Price 15%
VIP Elite 1000-1500
A
L VIP Plus 500 Focus/Upsell Sales 25%
T
Short Term Long Term Y Focus Model Points Revenue Points

P <25% 0 <1L 0
R 25% - 40% 50 1L – 5L 500
Coupon Loyalty Program O
redeemption in 40% - 80% 75 5L – 20L 750
bank/paytm
G
R >80% 100 >30L 1000
A
M
Points redemption
(T-shirt/Cap) Domestic Trip or
Premium Couple A Bike or couple
stay at a Resort Gold Coin international trip
 ENGAGEMENT THROUGH APP
Dashboard
Points collected, sales generated,
rating from feedback
Leaderboard
Area-wise ranking and
plumber of the month
Gamification
Super Plumber Contest
Tele Support
Order can be placed/any
support
Short Videos
Online training sessions
Shopping
Orders can be placed online,
points that can be redeemed
to shop T-shirt, cap, tool-kit etc
Forum
A platform to discuss the
doubts with the SMEs
Job Portal
Finding job/ service requests
 USER STORIES
DASHBOARD- As a plumber, I want to see points collected, sales generated and rating so that I can track
my progress
• Scan the copy of bills
• Enter/SMS the sales generated in the app
• Allocate points as per loyalty program calculation
• Feedback form in the app

LEADERBOARD- As a plumber, I want to know my rank in my area so that I can compare my performance
with my peers
• Area to be maintained in the profile
• Community within 20kms of radius
• Area-wise ranking to be displayed
• Plumber with highest points declared as plumber of the month

Short videos- As a plumber, I want to learn new techniques or share DIY videos with customers so as to
increase convenience
• Videos uploaded on portal
• Links to training session conducted
• Chat bots to answer query
 USER STORIES

Gamification(Super Plumber Contest- From November to February)- As a marketing manager, I want to

engage the plumbers in an exciting way so as to motivate plumbers
Round 1- Screening quiz of 20 plumbing questions to be launched in app
Plumbers with 15+ correct questions qualify for round 2
Dashboard status changed automatically changed to qualified for next round
Round 2- Task given to be completed and video uploaded on the app
Round 3- Full day event
Both knowledge and practical skills be quizzed on the event day

Tele Support- As a plumber, I need support to place order and solve issues so that I can support the
customers immediately
As an organization I want to keep a track of sales through plumber so that I am aware of sales
generated through plumber
Chat bots in app for quick support->Integration between chat bots and tele support
Call/SMS on a toll free number from app to track sales
Call recording to keep a record
 USER STORIES
Shopping- As a plumber I want to show the different qualities of product to customer so that they can
make informed choice
As a plumber, I want to redeem my points by shopping so that I can benefit from points collected
immediately
• Shopping within the app for Acme products
• Redeem points to buy goodies such as t shirt, tool kit etc within the app
• In case of placing order online, coupon points/amount to be added automatically

Forum- As a plumber, I want to have a community so that I can interact with the peers whenever
required
• As per the area(multiple filters), communities created within the app automatically

Job Portal- As a plumber, I want to know the opportunities around me so that I can get new work
• Different firms and open role with description of job
• Nearby individual household requirement
 OTHER ENGAGEMENT INITIATIVES
Value to the plumbers
Training and certification Acme Verified Plumbers
• Level 1- Beginner
Skill
development • Level 2- Experienced
• Level 3- Professional
Skill development • Financial Literacy
• Guest Lecture
Plumber
Plumber • Business expansion techniques
Well-Being
Training • Mentor/Buddy assigned
Well-being • Insurance
• Plumber Aasanas
3P’S for • Eye-check
Plumber • Scholarship for children
Community • Area-wise community
• Each community- President, Vice
president and treasurer
• Events and meet-ups to generate
awareness
 RANKING

Dashboard  Most important feature to track sales

 Essential to get immediate support to place order or

Tele-support reslove any issue
 Track plumber sales

 Immediate availability of incentive drives sales better

Shopping
in short term

 Plumbers can easily locate new opportunities which

Job Portal
would be handy feature for income

Module Ranking
 Motivation within the community to perform better
Leader Board
and achieve higher revenue

Short  New skills developed and verified

Videos/Certification  Increased status

 This feature can be delayed as plumbers might not

Forum be active in forum and can also use tele support if
required

Gamification  To be launched later, no exact timeline

 BUDGET ALLOCATION
Activity Allocation (in Lakhs)
App development 50
Coupon 15
Loyalty Programme 88
Training 10
Insurance 1.8
Eye Check up 5
Scholarship 10
Total 180
 TIMELINES
Phase 1 Phase 2 Phase 3
Milestone
August September October November December January February

Dashboard
Tele-support
Shopping
Phase 1 testing and sign off
Job Portal
Short Videos/Certification
Leader Board
Phase 2 testing and sign off
Forum
Gamification
Phase 3 Testing Feeback
High Priority issues closed
UAT
Cutover
Go-Live
THANK YOU