PRIVATE LABEL REGIONAL RESPONSIBILITY

FOR ENSURING PL SALES

&
REWARD & RECOGNITION PROGRAM FOR
PL - CHAMPIONS
OBJECTIVE

•To define clear responsibility across the levels for

ensuring PL success at the stores

•To acknowledge and reward the PL Champions on a

performance based incentive programme

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REGIONAL GRID

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RESPONSIBILITY OF EACH LEVEL

PL ACTIVATION ATREGIONS

STATEHEAD Part of SNOP checklist

DC : Stores to have stocks & VM elements

SALESHEAD
Ensure no out of stocks

ZONALMANAGER
Rate The Score Card for PL Champions

STOREMANAGER
Meet PL targets
Ensure VM fully in place
Ensure full stocks
PLCHAMPION Sales Target
Plannogramin hand for shelf & gondola
Daily Reporting against Benchmark Brand

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PRIVATE LABEL - CHAMPION

• Going forward , to further support the PL brands and draw adequate focus we
will have a CSA identified as PL – Champion for each store.

• The PL Champion should be one of the best CSAs in the store as he/she will
be the one point contact for most of the PL activation initiatives where as SM
will hold the over all responsibility.

• The PL Champ will have an execution & reporting responsibilities related to PL

Brands .

• To have a performance based incentive programme to acknowledge and

reward the PL Champions . The details of the same to be shared shortly with
your team and people concerned.

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PROPOSED PLAN

 To have a monthly / quarterly incentive plan for CSA

 Quarterly Recognition program for CSA / Supervisors

 “First Amongst Equals” - CEO’s Award, for AI Winner -

CSA /SM

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MECHANICS – 3 TIER INCENTIVE PROGRAM
“ First Amongst
Equals”
National Recognition
Prog
- CSA & SM

Qtarterly Recognition
–CSA & Sup

Prize Money
- CSA

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 A- MONTHLY INCENTIVE PLAN
: PL CHAMPION

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GUIDELINES OF THE PL CHAMPION - INCENTIVE
PROGRAMME
1. Weight age for Pay Out :

• Plannogram Execution 50%

• Share of BB Ach to target 50%

2. Share of BB Targets :

• New launches : M1 – 50% Share of BB ; M2 – 75% Share of BB

• Existing launches : Prior to November

• Focus SKUs ( state specific ) where PL share of BB is less than 50%

• Target M1 = 50% of BB , M2 onwards = 75% of BB
• If all the skus are above 50% SOBB , then the tgt M1 onwards will be 75%

• Target setting for existing skus : Quarterly .

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…. CONTD
3 . Plannogram Execution :

• Smart Buy Gondola

• Category Shelf

Execution & implementation compliance in both the above cases has to be 100%. Tracking of all the
elements to be done through the compliance tracker.

4. Reporting :
• Compliance tracker : To be submitted on a fortnightly basis by the Zonal Manager to Sales Head

• Share of BB Ach to target : Zonal Manager to submit it to the Sales Head – Monthly

• Sales Heads to send it to the State Head and HO.

5. Incentive :
• Incentive payouts will be on a monthly basis ; M1 achievement payout to happen in M3

• Payout to start at 90% ach. for Share of BB tgt & 100% on plannogram execution.

• The quarterly winners for reward & recognition will be announced in M4 and to be felicitated in M5

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MAXIMUM POTENTIAL INCENTIVE EARNING PER MONTH

Rs 1500/-
PM

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ROLES & RESPONSIBILITIES

Stock Availability :

• Store Manager / Zonal Manager to ensure replenishment of stocks.

• Sales Head to ensure no stock out .

VM Elements :

• C&S ticketing to be arranged by the local VM person.

• In case of C&S damages , PL Champ to ensure replacement through VM person & Store
Manager . Quick turnaround has to happen.

• Any breakage of Smart Buy Gondola – VM element , to be replaced by local VM team.

In case of any issue not getting resolved locally, please keep the PL HO team informed.

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MONTHLY INCENTIVE PLAN - GRID

Parameter Category / Brand Jan'08 Feb '08 Mar '08 Target

Share Of Bench Mark

Food / Non Foods ( Focus
Brand
SKUs) 750 750 750 90%/100% Slabs

Smart Buy Gondola 350 350 350 100% Compliance

5P Execution*

Category Placement 400 400 400 100% Compliance

Max Incentive 1500 1500 1500

• Maximum potential incentive earning for a PL Champion ( CSA ) is Rs

1500 per month.

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SLABS / MATRIX : MONTHLY INCENTIVE PLAN

Incentive Payout - Matrix

Share of BB Achievement to Target - Focus SKU's

> 90% 100%

Slabs
Payout Rs. 250 Rs 750

Execution Compliance - Monthly Pay Out ( Rs)

Slab < 100% 100%

Smart Buy Gondola 0 350

Category Placement 0 400

Total ( Rs) 0 750

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PARAMETER 1 : SHARE OF BENCHMARK BRAND

• Share of BB: PL unit sales divided by BB units sale

• To illustrate , if Maggi Ketch Up 500 gm sales in the month is 100 pcs and
Feasters Ketch Up 500gm sales is 75 pcs ,then the Share of BB is 75%.

• If the no. of focus SKU is 50 . To qualify at slab -1 ( 90%) , 45 skus should meet or
exceed the Share of BB target.

• To qualify for Slab 2 ( 100% ) , all 50 focus skus should meet or exceed the Share of BB
target.

• Store Manager to give an update of SOBB on a daily basis to the PL Champion – Daily
Sales Tracker

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PARAMETER 2 : PLANNOGRAM EXECUTION
Smart Buy Gondola :

• Stocks to be put up on the gondola shelves as per the plannogram.

• Compare & Save: Shelf talkers to be put up on the end of each bay as per plan.

• All the VM elements – Smart Buy Pointer , Header Card , Smart Buy Icon , Why Pay
Extra strips should be in place.

Category Plannogram:

• C&S ticket to be placed under each PL brand.

• All PL skus have to be placed in the category shelves.

• PL brands to be placed next to the BB with equal or more number of facings.

• In case of C&S ticket damages , VM local team to ensure availability within one day

An external agency will also be conducting monthly audit of the plannogram compliance at
any point of time. Zonal Managers to audit and report on a fortnightly basis to TM

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AUDIT FROM EXTERNAL AGENCY

• An external agency will be doing the random checks.

•The external agency personnel's details will be provided

•An I-card will be provided to them for verification

•On the day of there visit they will take a sign off on the sheet, ratifying
there visit.

•The agency will be recruited and in place by end of the month.

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PRIVATE LABEL FOCUS SKU – SOBB TARGET (VIJAYWADA)
Share of BB : Target
Target : %to the Benchmark Brand ( BB)
S. No. Product
Month 1 Month 2 Month 3 Benchmark Brand (BB)
1 110%DISINFECTANT SURFACE CLEANER 500 ML 75% 75% 75% LIZOL DISINFECTANT POWER CLEANER 500ML
2 FEASTERS TOMATO KETCHUP 200GMS 75% 75% 75% NESTLE MAGGI TOMATO KETCHUP 200 GMS
3 110%DETERGENT POWDER 500GMS 75% 75% 75% TIDE DETERGENT POWDER 500 GMS
4 110%DISHWASH BAR 200GMS 75% 75% 75% VIM DISHWASH BAR 200 GMS
5 110%MULTIPURPOSE SURFACE CLEANER 500 ML 75% 75% 75% EASY OFF BANG FLOOR CLEANER 400 ML
6 110%DETERGENT POWDER 1KG 75% 75% 75% TIDE DETERGENT POWDER 1 KG
7 110%TOILET CLEANER POWER 500 ML 75% 75% 75% HARPIC LIQUID TOILET CLEANER 500 ML
8 110%DISHWASH BAR 400GMS 50% 75% 75% VIM DISHWASH BAR 400 GMS
9 FEASTERS TOMATO CHILLI SAUCE 200GMS 50% 75% 75% MAGGI TOMATO SAUCE 200 GMS
10 110%GLASS CLEANER 500 ML 50% 75% 75% COLIN TRIGGER GLASS AND HOUSEHOLD CLEANER 500 ML
11 Kitchen's Promise Mixed Pickle 50% 75% 75% Mother's Recipe Mixed Pickle 300g
12 Kitchen's Promise Mango Pickle 50% 75% 75% Mother's Recipe Mango Pickle 300g
13 Kitchen's Promise Green Chilli Pickle 50% 75% 75% Mother's Recipe Green Chilli Pickle 300g
14 Kitchen's Promise Lime Pickle 50% 75% 75% Mother's Recipe Lime Pickle 300g
15 Kitchen's Promise Garlic Pickle 50% 75% 75% Mother's Recipe Garlic Pickle 300g
16 Feasters Instant Noodles Masala 50% 75% 75% Top Ramen 80g
17 Feasters Instant Noodles Masala 50% 75% 75% Top Ramen 320g
18 Feasters cookies Almond Cherry Delight
19 Feasters Cookies Chocolate Chip Excess
20 Feasters Cookies Butter Shortbread Delicacy
21 Featers Cookies Chocolate Chip Fantasy 50% 75% 75% Parle Milano 100g
22 Feasters Cookies Ajwain Relish
23 Feasters Cookies Cinnamon Magic
24 Feasters Cookies Oat Spice Ceremony
25 More. Quaity for you Tea Leaf 50% 75% 75% Red Label 250g
26 More. Quaity for you Tea Leaf 50% 75% 75% Red Label 500g
27 More. Quality for you Tea Dust 50% 75% 75% 3 Roses 250g
28 More. Quality for you Tea Dust 50% 75% 75% 3 Roses 500g
29 More. SelectaTea Leaf 50% 75% 75% Taj Mahal 100g
30 More. SelectaTea Leaf 50% 75% 75% Taj Mahal 250g
31 More. SelectaTea Leaf 50% 75% 75% Taj Mahal 500g
32 Feasters Honey 50% 75% 75% Dabur 100g
33 Feasters Honey 50% 75% 75% Dabur 250g
34 Feasters Honey 50% 75% 75% Dabur 500g
35 110%Toilet cleaner( floral) 50% 75% 75% Harpic
36 110%Detergent Bar 50% 75% 75% Rin Surf excel
37 110%Detergent Bar 50% 75% 75% Rin Surf excel
38 Enriche Handwash ( Strawberry) 50% 75% 75% Palmolive
39 Enriche Handwash ( Green Apple) 50% 75% 75% Palmolive
40 Enriche Handwash ( Peach) 50% 75% 75% Palmolive
41 Enriche Handwash ( extra moisturiser) 50% 75% 75% Lifebuoy
42 Germex Handwash 50% 75% 75% Dettol
43 Peastex Vaporiser( 45 nights) 50% 75% 75% All Out
44 Pestex vaporiser (60 nights) 50% 75% 75% All Out

• This needs to be approved by CM / TM post filling the actual sales

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19
Price Tags

Comments
No. Of Facings
Store Name :

Shelf Talker (Y/N)

POP / PLACEMENT
CATEGORY SHELF

PL Brand Facings Actual

SMART BUY GONDOLA

Name of PL Champion :

Facings - Bench Mark Brand

Compare & Save Tickets (Y/N)

Shelf Level (top - down , 1to5)

Placement Next to B'mark brand
TRACKER
Glass Cleaner

Date:
Y/N
Shelf Strips
Dishwash Liquid

Name Of Cluster Manager

Last Audit
Toilet Cleaner (power)

Toilet Cleaner (pine)

Y/N
Pointer / Icon
Toilet Cleaner - Floral

Review
Smart Buy Gondola

Today's Action Points/ Remark

Scouring pad (regular)
City :

Y/N
Plannogram
Scouring pad (heavy duty)
Date of Visit:

Multipurpose Surface cleaner

Floor Cleaner (thick)

Brand 110%

Disinfectant Surface Cleaner

Detergent Powder 1 kg

Detergent Powder 500gm

Audited By
Detergent Bar 250gms

Detergent Bar 125gm

Dishwash Bar 400gm

Dishwash Bar 200gm

Pestex Vaporiser( 45 nights)

Pestex

Pestex vaporiser (60 nights)

Smart Buy Gondola

Enriche Handwash ( Strawberry)

COMPLIANCE TRACKER

• It is to be retained in the store with the SM / PL Champ

Enriche H/W (Green Apple) 250ml

Signature Of Cluster Manager / Date

Enriche H/W ( Peach) 250ml

Enriche H/W (Extra Moisturiser) 250ml

Germex Handwash 250ml

Enriche Soap - Sandal ( Bar)

Enriche / Germex

Observations & Comments

Enriche Soap - Rose ( Bar)

Enriche Soap - Jasmine ( Bar)

•This sheet will enable PL Champ to earn on the execution parameters.

Germex Soap ( Bar)

Tomato - Ketch up 1kg

PLANNOGRAM EXECUTION – COMPLIANCE

Tomato - Ketch up 500gm

Tomato - Ketch up 200gm

Store Manager :

Feasters

Tomato chilli sauce 500gm

Tomato chilli sauce 200gm

Mixed Pickle 300gm

Category Shelf

Mango Pickle 300gm

Approved By

Green Chilli Pickle 300gm

Lime Pickle 300gm

Territory Manager's Name & Signature
Kitchen'sPromise

Garlic Pickle 300gm

INCENTIVE CALCULATION – WORKING SHEET ( EXAMPLE)

Monthly Summary Sheet - Target Acheivement

Month :
PART - 1
Share of BB Ach / Incentive
No. of Focus BB SKUs 39
No of PL Skus Ach tgt 36
Ach to Tgt 92%
Incentive Earned
Total Incentive ( Rs ) - Part 1 250
PART - 2
PlannogramExecution* Compliance % Incentive Amt
End Cap Gondola 90 0
Category Shelves 100 400
Total Incentive ( Rs ) - Part 2 400

Total Incentive Earned ( Rs) 650

Plannogram Execution * =To be tracked by the Cluster Manager / Activation team on the Compliance
TrackingSheet. This is do be done at least 2 times a month by the CM and retained as a record in the
Store

• Only Plannogram execution to be filled in , rest all is liked to target sheets.

• This is an example sheet to calculate the incentive earnings.

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 B - REGION CONTEST

• This will be a Quarterly award.

• CSA who has earned highest points in the qtr across the region will be the
winner. ( Rs 1 = 1 point )

•The winning CSA enables to get a gift for all the CSA & Supervisor of that
store. Cost of gift to be worth Rs 1500/-

• The winning team gets recognition certificate along with the gift from the State
Head.

Pls Note: For a regional contest winner , PL Champ has to be 100% on execution. Those who loose even
for a month in any of the 2 execution parameter will get disqualified for this contest.

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C - FIRST AMONGST EQUALS – ALL INDIA

• This will be a Quarterly award.

• Top 3 CSAs who has earned highest points in the qtr across country will be
the FAE winner. ( Rs 1 = 1 point )

•The winning CSAs enables to get himself and the Store Manager the FAE
trophy along with a gift voucher worth Rs 5000.

Pls Note: For a All India contest , PL Champ has to be 100% on execution. Those who loose even for a
month in either of the 2 execution parameter will get disqualified for this contest.

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EXECUTION

• Achievement against the target to be reported monthly by the 5th of the next
month. For eg Jan’08 tgt & ach to be reported by 5th of Feb’08.

• Non-Reporters will get disqualified from the incentive program.

• Results to be shared with TM & State Heads

• Tracking & Monitoring will be done at HO.

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 THANK YOU

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CLUSTER MANAGER - REPORT

Private Label Champion - Incentive Summary

Name Of CM : City: Month :

Incentive Earned
Planogram Execution
on SOBB tgt Ach. Total
S.No. Name of PL Champion Name of Store
(Foods & Non Smart Buy Category Earning
Foods) Total
Gondola Planogram
Maximum Potential Earning Under Each Parameter 750 350 400 750 1500
1
2
3
4
5
6

Please Note : Thisreport shouldbe sent to the TM latest bythe 3rdof the next month. For Example , achievement for M1should
be reportedinthisformat by3rdof M2.

Name & Signof Cluster Manager

Date :

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TERRITORY MANAGER - REPORT
Private Label Champion - Incentive Summary
Name Of TM : City: Month :

PlanogramExecution
Name of Cluster Incentive Earned Total
S.No. Name of PL Champion Name of Store
Manager on SOBB Tgt ach Smart Buy Category Earning
Total
Gondola Planogram
Maximum Potential Earning Under Each Parameter 750 350 400 750 1500
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

Please Note : Thisreport shouldbe sent to HOthru State Head,latest bythe 5th of the next month. For Example , achievement for M1shouldbe
reportedin thisformat by5thof M2.

Name & Signof TerritoryManager

Date :

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