AkshaySingh_Livguard 1st.pptx

“DGO Program”
Sales stint Review under LYLP
-Akshay Singh (1202300)
(Thankful to Mr. Ishant Taylor for the support)

01 Objective Understand the dynamics of Livguard business in Jaipur and the objective of this
DGO Program.
02 Qualitative
Learning
To understand the consumer behavior, preferences and
selling techniques for better .
03 Performance
Output parameter
Performance indicators of the sales stint as Jaipur DGO.
04 Way forward in
Jaipur
A guide for the future DGOs in Jaipur.
05 DGO Program 2.0 Scope of improvements in our current program.
06 Scope of
Improvement
Areas of Improvement in other verticals/departments I interacted with.
Table of Content

3
Objective:
Among many other, the primary objective of the DGO program is to
increase the width of distribution of livguard in Jaipur.
• Geographic: Jaipur Urban & Rural
• Distributor: GS Enterprises (Gurdeep Ji)
• ASM: Mr. Ramswaroop Choudhary
• Product Category: IB, Inverter and Automotive Battery
• LCPs: 11 out of 24 in Jaipur stretching over 8 tehsils.
• Potential Findings:
I. To find the scope of LCP to RO2 wholeselling in Jaipur for various
LCPs.
II. Get a fair idea of existing RO2 density of our LCPs.
III. Calculate the challenges, feasibility & optimum conditions for this
DGO program.
DGO Program

4
Sales Ritual:
I. P: Plan your PJP & Prepare your bag.
II. O: Open the call on Field Assist
III. S: Store check for Livguard
IV. I: Initiate the order booking
V. T: thoroughly Merchandize
VI. I: Inform the TSI & LCP
VII. V: Verify order delivery
VIII. E: End the day
Qualitative Learnings
Sales Learnings:
I. The Art of Consistency: New Business
(RO2) development requires consistent
efforts, build relationship, visit frequently to
get a RO2 on board.
II. Value Proposition: Every RO2 seeks
different value, some seeks better credit,
better price, better service, better branding.
III. Conversation Backlog: “Listen more, talk
less”. Always keep a note of key points of
your last non-business conversation and
their names. It will help you build better
relationship.
IV. Consultancy Selling vs Hard Selling: New
RO2s need business consulting as they are
thinking about entering this industry.
V. Business Ethics: Do not promise something
you or your company can’t deliver. Always
seek for long-term business. Do not
inculcate non-ethical practices.
VI. Upselling- Cross Selling: More customer
lifetime value, more loyalty & more referrals.
Livguard
Factory
Ncubate
Jaipur
G.S
Enterprises
LCP
RO/RO2
Customer
Primary
Secondary
Tertiary
Distribution Flow

5
Primary Research:
• Active LCPs: 11 (1 in Jaipur City & 10 in Outskirts/ Rural Jaipur)
• RO2s created: 175
• Active RO2s: 26
• Total Units Sold: 104
• Total Purchase Orders: 49
• Working Days: 55
Performance Indicators
39%
15%
38%
8%
SALES
IB Inv 4W Other
2.05
1.75
1.6
4
2
IB
INV
4W
2W
E-…
0 2 4 6
Order Density
30.40%
12%
40%
IB
Inv
4W
0.00% 10.00%20.00%30.00%40.00%50.00%
Target Achievement
** Tractor, E-Riksha & 2W batteries are not included.

6
Key Points to Note:
I. 7/11 LCPs are situated on National
Highways. So, we have a huge potential
for automotive.
II. Mostly, IB & Inverter whole selling are
happening in distant geographies and in
cross-regions. So, little inefficient to
track this.
III. Few LCPs are into retailing only and are
not open for the prospects of whole
selling like Mahaveer Enterprises.
Way forward for Jaipur
Rajdhani Motors City Outskirts All
Highest potential
(20% of Livguard DB) High
Tanya Enterprises City Outskirts All Livguard Exclusive High
Mahaveer Enterprises City Automobile Majorly Retail only. Medium
Xtreme Batteries National Highway 4W + Tractor Better FLP & Rotation.Low
Shree Sadar National Highway IB + Inv Livguard Exclusive Medium
Chaudhary Batteries, Jalsu Rural All Livguard Exclusive Low
Balaji Bagru National Highway 4W + Tractor High RO2 Scope Medium
Tanwer Batteries National Highway 4W + Tractor Low RO2 Scope Low
Chauhan Tractor National Highway 4W + Tractor Low RO2 Scope Low
Vikash Batteries, Dudu National Highway All High RO2 Scope Medium
Etawa Battery House Rural All High RO2 Scope Medium
LCPs Territory
Major
Business LCP Comments Scope of RO2
High 30 - 50 Medium 15 - 30 Low 10 - 15

Customer Journey Map
Territorial knowledge
& Market knowledge.
POP Material. Confirm the order
delivery before
ending your day.
Punch your
visits/orders on Field
Assist & Intimate the
TSI about the order
simultaneously.
Price list designed by TSI &
approved by ASM along with
dedicated LCP, KRO & RO list.
Value chain distribution is most
important.
Visit RO2s as per
PJP with detailers &
POP material.
LCP Visit with TSI
and price list signed
by LCP.
DGO Training:
• Application &
Product training.
• BTL Branding
process (Softcopy)
DGO Model 2.0
Monitoring: FTD reports
should be rolled out at any
time of the day. Let’s not stick
to 2PM.Also, DGOs should be
encouraged to submit bills for
some non-monetary benefits.

Customer Journey Map
DGO Model 2.0
SKU
RO2 LCP FLP
Comments
Amaron Livguard WRS
34B20L 3600
38B20L 3800 3290 100
40B20L 3900 3170 100
DIN 65 6700 6008 100
DIN 66 6650
95D26R 6400 5601 100 75D26R
4LB 920 730
Key Points to Note:
I. To maintain the Livguard exclusivity
LCPs are reluctant to do near whole
selling. They have the mindset that this
will deteriorate the market for them.
II. It will also eliminate their Livguard
monopoly, as Livguard has a good
name in Rural Jaipur.

Challenges
10
Dealer Exclusivity
• In order to maintain the
Livguard exclusivity, LCPs
are reluctant to do business
nearby.
Ex: Shree Sadar Batteries
Geographies of
whole selling
• In Jaipur, LCPs are mostly
whole selling as far as 50-
100 km away.
Ex: Rajdhani, Xtreme, etc.
Sales vs Marketing
• Lack of clear
communication with regards
to eligibility for BTL branding
under the DGO Program.
POP Merch
• NO merchandize was
provided to DGOs to leave
at RO2s especially needed
for LivExpert Program
Value Distribution
• Recommend a cross-sell
strategy or campaign and
measure the effectiveness
of the campaign
WOD Measure
• Recommend a cross-sell
strategy or campaign and
measure the effectiveness
of the campaign

11
Google My Business
Scope of Improvements (other departments)
• Difference in the business name.
• Not keeping the LCPs in the loop.
Result: Google business getting
blacklisted,
resulting in loss of business.

12
Digital Presence
• Server is not able to retrieve the
requested page.
• Broken pages and redirects.

13
Inter-Departmental Miscommunication

Methodology for Consumer Behavior
15
Primary Research:
We have taken the data of IL Health Insurance customers who are also the potential target of IL
motor insurance.
Contacting 200 IL health insurance customers over phone with a set of questionaire to find out
their response on specific parameters.
• Category: ICICI Lombard Health Insurance Customers
• Sample size: 200 HI policy holders (96/200 already done)
• Age Group: 26 – 45 yrs
• Cities: Tier 1 & Tier 2
I. To know the proposition of cross selling motor insurance.
II. Get a fair idea of current GI policy density of our customers.
III. Degree to which IL had tried cross-selling motor policies to these customers.

Questionnaire
17
S. No. Questions
1 Is it difficult for you to manage policies from different insurance companies?
2 Do you think it will be more convenient if you have policies from same insurer?
3 (a)
3 (b)
Have you been approached by our team for motor insurance policies?
Have you been contacted for additional health cover?
4 Would you prefer a Sales call/WhatsApp/Email for further details?
5 Do you prefer to stick to the same insurer for long term or you re-evaluate frequently?
6 From where do you purchase your other policies? Through Agent/Bank/Website/3rd Party?
7 What all general insurance policies are you currently holding? like Health/Motor/Home/Business?

Observations
18
50%
14.29%
20%
15.71%
GI Purchase Point
Bank
Agent
Website/App
Third Party
0% 20% 40% 60% 80% 100%
Motor Pitch (T1)
Add Cover (T1)
Motor Pitch (T2)
Add Cover (T2)
Cross-sell Communication
Yes No
79%
15.0…
6…
Communication Medium
WhatsApp
Sales Call
Email

Identify Opportunity (using cross-sell grid)
19
• A cross-sell grid is a mapping of products held by
customers and which is segmented by product
group.
• We can conclude that “home among health
insurance” cross-sell program is a successful
one. However, a bigger push is required as the
penetration of the “motor insurance among health
insurance” is relatively low. Clearly this segment
is an untapped opportunity.
Cross-Sell Grid
Customers
Cross-sell
penetration
Cross Bought/Sold Products
Acquisition
Product
Health
Insurance
Motor
Insurance
Home
Insurance
Business
Insurance
Griha
Raksha
Insurance
Health
Insurance
105 - 13
(12%)
14583
(43%)
7914
(23%)
639
(2%)
Motor
Insurance
Home
Insurance
Business
insurance
Griha
Raksha Ins.
Travel
Insurance

Customer Segmentation
20
Customer segmentation can be possible on the basis
of various parameters:
1. Demographics: Age, Gender, Married, Income,
Employment, location, etc.
2. Behavior Data: Spend, Savings, Spend Category,
Card Type, CIBIL, etc.
3. Cross-Product Holdings.
4. Insurance Product Response
5. Information on spend on lifestyle
Compile the already cross-sold customers.
(Motor insurance customers that had
already purchased health insurance)
Identify and analyse the traits of these
customers like Age, Gender, location, etc.
These traits could be the basis of
customer segmentation of health
insurance customers.
Example of cross selling cyber insurance to
business insurance customers.
Idea of Revanth

Propensity Modeling
21
• We want to build a model to predict whether the
HI policyholders from the past year will also be
interested in Motor Insurance policy or not.
• Developing a model to estimate whether a
customer will be interested in a vehicle insurance
policy would enable the organization to plan its
communication strategy so that it can reach out
to these customers and optimize its business
model.
Design the
hypothesis which
suits the prospects
of cross-sell.
Validate the
hypothesis using
30% of segmented
customer data
Predictive Analysis:
Logistic regression
analysis using SPSS
or Python
Use 70% data to
train the model and
make the
predictions.
Model will segregate
your customer base
into 4 categories.

Propensity Model (for Motor Insurance)
22
Hypothesis:
1. Male customers are more inclined to purchase the motor insurance
policy.
2. Customers within the age bracket of 23-50 year are more interested in
motor insurance offer.
3. Those with the new vehicles are more interested for insurance offerings.
4. If the Customer got his/her vehicle damaged in the past, they would be
more interested in buying insurance.
5. Customers having their renewal date coming up, are more interested for
the offering.
6. Customers having vehicle loan from ICICI bank, are more interested in
motor insurance offer.
Tier1 (50%)
High quality leads
Tier2 (10%)
Medium quality leads
Tier3 (30%)
Low propensity
(young, mostly single, no
indication of motor
ownership)
Tier4 (10%)
Duplicates
or
Incorrect
leads

Timing of cross-sell
23
Predict the right time to pitch the products to existing
customers based on inter-purchase time of similar
customers.
(like vehicles in India are mostly bought at different
festival times like Diwali, Dhanteras, Eid, and during
year ends)
Enquire about the Vehicle Registration
Number of the health insurance customers
Identify when their motor insurance policy
is up for renewal.
Leverage the established and preferred
mode of communication for policy
proposition.
Table of Content

Cross-sell strategy
Proposals
at the
time of
renewals
Cross-sell
strategy
24
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Converting even 10% of customers to
take all their policies from ICICI
Lombard could be worth up to 15% of
Total BBG revenue which is
approximately XXX million rupees.

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