Business Unit or Product Name

Operation VanillaProgram roll out document

Operation Vanilla

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Operation IT CO. A snapshot

What?

A Marketing lead program that aims at strengthening your presence in the SMB Volume segment

Where?

The program is being launched in the Top 20 Tier 2 cities (outside of the Big 6 – Delhi/Mumbai/Chennai/Hyderabad/Bangalore/Kolkota)

How?

Generate IGL leads by reaching out to 60,000 new customers through a Telecallout campaign supported by other DG tactics such as DMs& eDMs to generate System IGL leads.

Who?

The program is aimed at IT Managers & decision makers of SMB organizations that have 5PCs or more. It is led by STG marketing & supported by Brand reps, BPO, Distributor & Reseller Sales Persons.

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Operation VanillaBackground

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Why is the Volume SMB segment important for Servers?

OS$0.03

2%

>250K$0.02

1%

25K-250K$0.064%

<25K$0.3321%

RSS$0.1912%

Storage$0.1811%

Printer$0.7849%

Server$0.4428%

16.6%

13.0%

13.7%

1.7%

6.7%

14.5%

12.9%

13.5%

2007 / 06 Growth

12.5%

8.7%

12.6%

0.3%

5.0%

13.1%

11.5%

10.4%

2008 / 07 Growth

17.6%

15.0%

15.2%

2.9%

7.7%

14.4%

13.0%

14.7%

2006 / 05 Growth

STG

RSS

Printer

Storage

>250K

25K-250K

<25K

Server

Brand

16.6%

13.0%

13.7%

1.7%

6.7%

14.5%

12.9%

13.5%

2007 / 06 Growth

12.5%

8.7%

12.6%

0.3%

5.0%

13.1%

11.5%

10.4%

2008 / 07 Growth

17.6%

15.0%

15.2%

2.9%

7.7%

14.4%

13.0%

14.7%

2006 / 05 Growth

STG

RSS

Printer

Storage

>250K

25K-250K

<25K

Server

Brand

•2008 STG Opportunity in SMB is US$1.59B

•Out of this close to 65% of the Server opportunity is in the <US$25K space

Key Takeaway – The SMB Volume Market is likely to remain a significant factor for STG India’s business success

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How are the Geographical dynamics in Server market shifting?S

erv

er

Cate

gory

Reven

ue

IT Growth

Mumbai Delhi Bangalore

ChennaiHyderabad

KolkataPune

Chandigarh

BhuvneswarCoimbatore

Surat

GuwahatiNagpur

TrivandrumJaipur

VizagCochin

IndoreBhopal

Lucknow

Baroda

JamshedpurA`bad

Madurai

Ahmedabad

Size of the Bubble Indicates Size of the market or City total IT Spending.

Key Takeaway : Most of the growth happening in Tier 2 ( Non-Metro) cities

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Key Takeaway: Other companies can have better dealer penetration in matured market while HP has a better dealer penetration in emerging market such as Pune

Server Dealer Penetration

Serv

er

Cate

gory

Gro

wth

HP IBM Sun Others

IBM34%

HP31%

Others16%

Sun19%

Ahmedabad

IBM39%

HP17%

Others44%

Aurangabad

IBM30%

HP29%

Others14%

Sun27%

Bangalore

IBM44%

HP29%

Others27%

Baroda

IBM38%

HP14%

Others19%

Sun29%

Bhopal

Others20%

HP26%

IBM54%

Bhuvneswar

IBM38%

HP21%

Others18%

Sun23%

Chandigarh

Sun21%

Others19%

HP36%

IBM24%

Chennai

IBM26%

HP18%

Others44%

Sun12%

Cochin

IBM42%

HP23%Others

28%

Sun7%

Coimbatore

IBM33%

HP30%

Others13%

Sun24%

Delhi

IBM32%

HP47%

Others21%

GuwahatiIBM22%

HP18%

Others23%

Sun37%

Hyderabad

IBM16%

HP32%

Others27%

Sun25%

Indore

IBM21%

HP19%Others

26%

Sun34%

Jaipur

IBM31%

HP46%

Others23%

Jamshedpur

IBM47%

HP25%

Others8%

Sun20%

Kolkata

IBM37%

HP39%

Others15%

Sun9%

Lucknow

IBM48%

HP14%

Others38%

Madurai

IBM24%

HP16%

Others19%

Sun41%

Mumbai

Others13%

HP55%IBM

32%

Nagpur

IBM23%

HP34%

Others16%

Sun27%

Pune

IBM49%

HP31%

Others20%

Surat IBM52%

HP16%

Others17%

Sun15%

Trivandrum

IBM15%

HP26%

Others56%

Sun3%

Vizag

Size of the Bubble Indicates Size of the server market.

ConsolidatePenetrate

Wait Hold

How are Server companies placed in Tier 2 cities?

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Background

The Volume business is a significant & critical component of the Desktop business. According to some estimates there are over 9mn SMB business establishments

The market growth seem to be coming from the B & C class towns ( outside of the top 6 cities)

Any service provider is comparatively stronger in the Top 6 Metro cities.

Hence, a direct customer reach out program that aggressively brings IT companies in the short & medium term consideration set of SMB customers in B & C class cities.

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Program Objectives & Overview

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Program Objectives

Touch at least 60,000 SMB companies in non-metro across the country during any quarter start

Generate at least 3000 Leads ( VL – US$5 M) as an outcome of the activity

Ensure quick closures of Servers from leads generated by telemarketing companies

Utilize the Tele-Sales Engine to provide ground level coverage for additional tactics eg. DM’s, Value Offers etc.

The program has both short & medium term objective with the primary focus being on Quarter start and secondary focus being on next quarter.

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Program Overview

For the purpose of this exercise India is divided in 3 zones with each zone having 6-8 cities.

One tele-callout agency have been identified with each handling one zone

Each zone adopted by a Distributor who works with his identified set of Tier 2 partners

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Operation IT CO. Flowchart

Tele callout agencyCustomer

Distributor

Reseller

Marketing

Server Brand

BPO

Warm leads

H

O

T

L

E

A

D

S

FOLLOW

UP

Report

Report

Report

Primary Monitoring UnitExecution Unit

Business Unit or Product Name

Close

Not InterestedConverted

Feed back to IT CO.Call again after 30 daysSend the lead to the

IT CO. Dealer

Follow up with IT CO. dealer

Not ConvertedConverted to lead

Close

Send details to IT CO. dealerCalls on the specified date

LeadFollow up lead

Customer not interestedCustomer Interest

Telecalling to the customer

Close

Customer not interested

Close

Feedback to IT CO.

Follow up with IT CO. Dealer

Pass to IT CO. Dealer

LeadFollow up as per requirement

Pass to IT CO. Dealer

Close

Not Interested

Interested

Close

Still not interested

Call back in 20-25 days

Customer Interested

Follow up Lead

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Communication Tools Deployment

Mass target group

Cold prospects

Warm prospects

Hot

prospects

Direct Mails on DatabasesOutbound Tele Marketing

Motivational OffersGeneral Purpose Material

Outbound Tele Sales/Send Material Partner Outbound

Partner Outbound The market in this would only be SME Only 04 focus areas1. (B) Budget2. (A) Authority3. (N) Need4. (T) Time

Only Points of Concentration

B

A

N

T

Hot Lead

Sale

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Critical Milestones

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Milestones

Database CoverageNo. of successfull callouts 1000 2500 4000 6000 9000 13000 17000 20000

Accompanying Marketing Air cover

Activity eDm Catalogue

DM (2 way server)

eDM on office Solutions

Special offer eDM Push eDM

Targeted Lead StatusTargeted Hot leads 30 75 120 180 270 390 510 600

Targeted Warm leads 20 50 80 120 180 260 340 400TOTAL LEADS PER AGENCY 50 125 200 300 450 650 850 1000

• The above Milestones are for agency. As there are zones the total would be the above multiplied with 3

•All leads and activities are aimed to be completed by 3rd week of the quarter so as to allow sufficient time for closure

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Program Monitoring & Reports

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Monitoring & Reports

OPERATION Vanilla

DAILY MONITORING REPORTTo be filled by the Operations Manager at the Telecallout AgencyRecipients: Server Marketing/DT Brand Team, BPO/Distributor Contact Person

LEAD DETAILS MASTER REPORT

Entry DateOpportunity Type

Organisation Type

Turnover (Rs)

Contact / Phone / Email / Website

Postal Address

Opporunity Value

Timeframe

Opportunity Config

Comments From The End Customer

T1Distributor Contact

Lead Assigned Date

SYNOPSIS BY OPPORTUNITY TYPE

City Name Hot Lead Warm Lead Cold Lead Total

Total 0 0 0 0

SYNOPSIS BY LEAD PROGRESSION STATUS

City Name NegotiationQuotation Closure Pending Not Interested Total

Total 0 0 0 0 0 0

Opportunity Type

Lead Status

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Monitoring & Reports

WEEKLY CALL ANALYSIS REPORT

To be filled by the Operations Manager at the Telecallout AgencyRecipients: Server Marketing

City NameTotal Database Covered

Number of succeful contacts

Hot leads

Warm Leads

Cold Leads

Rejected

Call Again

Number/Contact name not valid

Number busy

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Monitoring & Reports

Weekly Lead status feedback report

To be filled by Distributer Contact personRecipients: BPO Team, DT Brand,Marketing

STATUS BY T2

Entry Date OrgznOpp. Config

T1 Distr Contact name

Lead Assigned Date

Company Name

City / Area

Contact Person

Phone Number

Mobile Number

e-mail id

Feedback By T2 BP

Lead Status Telecaller

T2 BP DETAILS

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Monitoring mechanism

Every week on Monday the Distributor contact persons , Channels team, DT Brand & Marketing team will analyze the lead status in a concall

The Tele calling agency and Distributor contact points to send the reports by Friday evening for the call.

Business Unit or Product Name

• Weekly Analysis (Every Friday) must with Key IT CO. Rep

• Monthly Analysis (Every Last Friday Day Of the Month)

• Quarterly analysis (1st week of the 04th Month)

Must follow Process Flow - IT CO.

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The Approach Strategy: Acquire New SMB Databases

Identify Parameters to Acquire New Databases

Turnover

No. of Employees

PC Count

Vertical’s

Engage Database validation into SMB Surveys/Profiling

Script would be very comprehensive filled with important information to decide the Approach/action of the Solution to be provided and convert immediately into lead.

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Call Center Activities

Available database to be approached in the following suggestive manner :

Different Scripting for Prospects (presently in the system we already know)

Whether the right decision maker is available If available – what are the features looking for in the external hardware

Any competition in the frayAnybody already in touch Timelines for purchase

Different Scripting for Customers (new data calling)

Which Product currently being used Customer satisfaction Right decision maker is available Features looking for in the External hardware-Objective of UpgradeAny competition in the frayAnybody is already in touch Timelines for purchase

The Tele-calling Scripting

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The Tele-calling Composition

The Tele-calling would entail 2 phases

Phase – 1: Data Profiling

This will involve outbound calling and data validation for

Company Profile

Contact Profile

Current IT Infrastructure profile

Phase – 2 :Opportunity Identification

Outbound calling to the relevant contacts for identifying the prospective leads

Passing on the leads to the Dealer representatives and Long arm sales folks

Close looping with them on status of enquiry

Closed / Open

Hot / Warm / Cold

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Tele caller RewardsVery Important for a complete success on the brand!!!

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Questions & Suggestions ?

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