Business Unit or Product Name
Operation VanillaProgram roll out document
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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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