Loyalty Programs

1. Asian Paints

Asian Paints Masterstrokes Loyalty Program

Contractor meets are conducted to create awareness on new product

launches

Golden Brush Award (GBA): contractors doing 20kl business annually

Super Premium Applicator(SPA): contractors doing 40kl business annually
Point based schemes

2. Godrej Godrej Locks Champions Club (GLCC),

Coupon Points System
Retailer Meet at Mumbai
organised a retailers meet cum waterpark entertainment at Suraj
Waterpark. About 125 retailers participated in the secondary scheme held
from 1st January to 15th February 2006 and 55 qualified for this one day
programme. All the retailers were happy to be part of this business cum
pleasure meet and were looking forward to such get together in the
future.
Dinner for top retailers in Pune
A top dealer dinner programme was organized by our Pune distributor M/s
Ashok Agency along with Pune sales team members in one of the best
restaurants in Pune (Vaishali, F.C. Road)
Architect Meet at Pune: M/s. Bhupendra Enterprises
Pune Branch co-sponsored a meet of Architects meet on 9th April 2006. It
was organised by i2i Event Media Organizer. The occasion was the Annual
Prize distribution for 2006 Interior design competition for student architect
across Maharashtra.
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3.

4.

Woodgrip
Rs 5 Coupon per kg for Contractors;
Low cost as per Pidilite PWG,
very high margins for Dealers (almost Rs 60)
Falcofix
Diwali Gifts,
bag gift on 50kg purchase
WR - 1 kg = 4 coupons of Rs. 3.5 each; Minimum Rs. 30 schemes
Ultramarine 1 kg = 2 coupons; MRP greater than Marine, so an incentive
for % basis contractors

5. Karpenter
Price is equivalent to that Fevicol SH,
Scheme is same as that of Woodgrip ( Rs 30/kg margin for dealers)
Rs 5 token/kg, 20 kg = Hammer + 2 caps, 50 kg = hammer + T-shirt +
bag
6. Bluecoat Gift system on certain amount of adhesive consumption
D3 = 260/KG Incentive for percentage commission contractors
50kg Cutter machine which is for 500 points i.e. for 500 kg.
7. Jivanjor
Rs 5 token /kg for contractors
Dealer schemes equivalent to Woodgrip
MRP equivalent to Fevicol SH

Recommendations:
Engagement Initiatives (Family/Individual):
1. Top Contractors Dinner a quarterly target set by the company and those who
participate and successfully complete the target are invited to this pool side dinner in
an expensive hotel
2. Housie, Musical chair etc. games and sports for kids and families in a 2/3-star
restaurant
3. Essel world, fantasy Parks for families
4. Complete hall booked for contractors families = Special screening and promotion of
company in between
5. 1-day event for contractors families full of games (outdoor games like cricket, football
and also indoor games; Talent hunt , Shayari events, couple events) much like a
cultural festival
6. Free VIP passes for Cricket matches (IPL tickets), Fashion Shows
Training and Certification Initiatives:
Should be divided into 3 categories:
1. For Contractors alone

Inviting contractors to 2/3 star restaurants where there is - Product training workshops,
new product trials and demonstrations, discussion, query addressal, cross questioning,
Pidilite kit (Pen, Wallet, giving ceremony, followed by dinner ( Frequency every 3
months)

Guest lectures for contractors On simple yet critical topics Jugaad/Innovation ( 1day workshop followed by Dinner)

Concept of Pidilite Certified Contractor Certification to be given to contractors

extending its brand name to those who satisfy the following criteria (1) Should be
Super A or A (2) Must have attended 5 SGAs (3) Must have attended 2 guest lectures
in a defined period (some more criteria)
2. For Contractors wives

Hobby ideas for them promoting stitching, glass painting and all other types of art
work to generate more engagement

3. For contractors and carpenters

Company representatives can go to contractors workshops and perform live
demonstrations and distribute free trial packs of new products (followed by snacks)
Occasions: (Trying to cover the entire year)
1. Holi March Distribute Colors, sweets, gift packets (Containing colorful and
personalized Mugs, Wall clocks)
2. Diwali October (distribute Diwali Crackers, Sweets, Goddess Lakshmi silver idols,
merchandise)
3. Vishwakarma Jayanti September ( Arrange gatherings for families in temples along
with religious meals)
4. Ganesh Chathurthi September ( Ganesh Idols, Shawls/Sarees for ladies)
5. Raksha Bandhan August (Food vouchers, Shopping vouchers, beauty treatment
vouchers)
6. Children Batch start June (Notebooks, Compass set, Water bottles, t-shirts)
7. Yearly family trips to South India (Tirupati)/Hill stations (Lonavla Resorts)
Social Initiatives: (Certification + merchandise to be given to each participant for
each event)
1. Afforestation
2. Visits to blind schools and orphanages (twice in an year) Pairing with an NGO
3. Blood donation
4. Visit to old age homes
5. Certification with the tag Sabse Zimmedar Nagarik to make him feel good socially
6. MORE
Empowerment (takes care of personal, geographic preferences):
1. Offer choice of Vaishno Devi trip/ 5 star treat/ consumable gifts like refrigerator to the
contractors for their family every 2 years
2. A colorful form asking about family members to all existing and new contractors in an
interesting way to decide their gifts (every Quarter)
3. Inviting suggestions on designing loyalty programs and rewarding the person whose
suggestion gets implemented
Business leads:
1. Build a dedicated portal for contractor tracking (similar to Just Dial) so that
contractors can be reached easily by builders, clients
2. Gift them folders with their names and specifics on it- encourage them to use the
folder to keep the pictures of their sites
Communication:
1. Send letters/credible documents to contractors each month to communicate about
development in loyalty programs, new schemes, incoming offers and events
Referral Policy: To incentivize the contractors to recommend other contractors
1. Ensure the new candidate is not registered on FCCR portal
2. Add a field in FCCR form as Reference ID where referrers contact number is to be
entered

3. So the referrers membership number is noted

4. After the referred candidate redeems at least 100 kilos, the referrer starts 10% of the
points henceforth
5. Joining bonus (5%) to referred candidate till an year
Focused Approach:
1. Using the ranking from the Discriminant Analysis, a more focused approach can be
done i.e. top 20 or top 50 contractors of an area and treat them specifically

Passbook replacement:
1. Barcode scanner installed at dealers counter and he can scan the barcode of the items
against the contractor name
2. Some incentives (Family trips) on completion of 5 tons of Pidilite PWG