ABM – MEET (2012-13)

BIHAR JHARKHAND

&
The Ideas Are:……….

Akhanda Diya- Tool for GHS & Customer Retention

Door to Door Invitation- For Anniversary & Store Launch

Wedding Bundling- Promotion-THE BIGGEST CAMAPIGN IN THE REGION

AT- ON AIR CONTEST- FOR MEDIA TRACKING

GHS Enrollment-Customer Acquisition-
On BIG DAYS
The IDEA:
There is a maximum walk-in during Anniversary and
DT and AT, so GHS enrolled this year definitely
reduces the pressure for next year

Re-enrollment Focus

Repeat gift or scheme seems to be struggling in

terms of acceptability.

The Innovative Gift.

 FLOW OF ACTIVITY
Separate counters were made within the Store, displaying
banner of GH & SNS

Every counter had a tent card of the Diya- Like the one in the
picture shown.

There was a separate counter for GH & SNS , where customers

processing for maturity was done, ensuring everyone was given
the complete attention for re-enrollment

All the RSO’s ensured to talk about the GHS & SNS and also
talk about the triple advantage-
•Discount of matured value.
•Free Gold Coin.
•Akhanda Diya- On every Enrollement
 Results

Store YEAR-11-12 Year-12-13 Growth%

TRC 265 325 23%

DHA 70 246 251%

The idea was copied across the for Jamshedpur & Muzaffarpur on
their Anniversary and they also recorded a growth of 37.21% & 90%
respectively
Idea Copied From Others- Door to
Door Personal Invitation

Idea Copied From:

They Experienced…..
 TANISHQ- IDEA
Door to Door Invitation
Cards- 12000 card
Distributed in Dhanbad
and Bokaro for the 10th
Anniversary

All HV customers were

given a Sweet Boxes
along with the Invitation
Card.
The entire team was
split into 4 groups, and
each group left homes
The VAN was purchased by the everyday at 7AM and
franchise and specially designed by VM was back to the store by
at Kolkata, it covered 70KMS from the 10:30AM
store everyday, distributing leaflets ,
and promoting the Anniversary.
 The Results….
  2012-2013 2011-2012 GROWTH
Gold Coins 23.58 6.86 -66%
Silver Coins 0.10 0.16 -35%
Gold Plain 217.50 76.91 183%
Gold Studded 103.86 45.47 128%
  323.83 129.42 150%
Grammage 6.3KG 2.9KG 116%
Golden Harvest (Quantity) 246 70 251%
Golden Harvest (Value) 949500 213500 345%
GH Average Value 3,860 3,050 27%
Walkins 490 200 145%
Conversion 478 179 167%
Walkin to GH Conversion 50.20% 35% 43%
The Idea got replicated at Store Launch of Patna 3 and Ranchi 2, and
we got 3.22cr, for Patna 3, in 5 Days and 2.42Cr for Ranchi 2. Similarly
Jamshedpur also copied the same for the 10th Anniversary and got a
67.5%th in Total Sales.
If you have an apple and I have an apple and we exchange these apples then you and I
will still each have one apple.  But if you have an idea and I have an idea and we
exchange these ideas, then each of us will have two ideas.  ~George Bernard Shaw

THANK-YOU