Professional Documents
Culture Documents
org )
E1E1-E2 CM
MANAGEMENT
Project Vijay
For internal circulation of BSNLonly
WELCOME
This is a presentation for the E1-E2 Management
Module for the Topic: Project Vijay.
Eligibility: Those who have got the Upgradation to E1to E2.
This presentation is last updated on 15-3-2011.
You can also visit the Digital library of BSNL to see this
topic.
Learning objectives
At the end of session, the trainees will be able to
Explain present status of BSNL
Describe Project Vijay Objectives
Define key terms used in Project Vijay such as FoS, Primary
sales,Secondary sales, Tertiary sales, Reach and Extraction , MBO
Explain revised structure of Franchisee channel
Explain team structure for Project Vijay
Explain the concept of market retailer survey
Describe role description of Project Vijay Team
Describe proposed process for ordering and delivery
3/11/2011
Challenges
Slowing growth leading to poor financial performance
Facing an extremely competitive environment
Lacking some critical skills to succeed in current market
scenario
Organization structure and processes that are not
attuned to market needs
Low employee motivation and involvement
Net Adds
New
connections
Churn
Recharge
Voucher
Recharge
Commission
Trade Scheme
C Top-Up SIM is a special SIM given to Franchises/Retailers, using which they can
recharge a subscriber's SIM without using any paper vouchers
When a subscriber recharges his prepaid SIM from a retailer's C TOP-UP SIM or Electronic through a
website, it is called electronic recharge or flexi recharge
Commission is the money channel partner gets from telecom operator for making a
sale. E.g. on RCV sale, Franchise gets 4.5% discount of which some part he will pass
on to retailer
Trade scheme is a promotional scheme for channel partners (Franchise, Retailers)
where channel partners could get more incentive over and above usual commission
Incentive could be gifts/ prizes or extra commission in Rs
Trade scheme usually runs for a short duration, e.g. in last 10 days of the
month E.g. Vodafone scheme on new SIMs
Product Points
sold
awarded
Points
slabs
Magic box
25
< 7k
Handset
bundle
20
8k - 23 k
Pre-paid
10
25k - 50k
Reward/ gift
Durables: e.g. Music system,
Refrigerator, washing machine, etc.
Higher value durables: A/C,
Blackberry, laptop, handycam, etc.
Motorcycle, TV, Foreign trip, etc.
Franchisee
Retailer Network
Definition/ exclusivity
Franchisees: ~1,200
Sub-franchisees: ~6,000 -13,5003
Retailers: 300,000 -350,000
~21,000 - 25,000
Non-exclusive
Types: Individual, Post office, Petrol pumps, PCOs
~4,100
Accounts for
~70-95% of
wireless sales4
DSA
3
Customer Service
Centre (CSC)
Company sales
force (proposed)
5
E-PIN franchisee
6
Business
Associate (BA)
7
Business
Development (BD)
Proposed: ~45,000
~301
~51
~150
External
Note: All figures in this slide are approximate estimates obtained from BSNL 1. Incomplete figure - not available for all circles2. PIN nos transmitted in electronic form to POS terminals, then printed
as recharge coupons and sold to customer 3. Exact no not available 4. Will vary significantly by circle/ SSA
Source: BSNL
Internal
Franchise's employees
who will visit retailer shops deliver material and
collect CAF (Customer Application forms ) forms
Primary Sales:
Sales of product from BSNL to franchise is defined as
'Primary Sales'
Secondary Sales:
Any sales from franchise unit to retailer is defined as
'Secondary Sales'
Tertiary sales:
Product sales from retailer to end-customer is defined
as 'Tertiary Sales'
Reach:
Reach defined as the ratio of telecom retail outlets
(multi-brand telecom outlets) that sell BSNL products to
the total number of telecom retail outlets in a particular
geographical area .
Extraction:
Extraction defined as the share of BSNL sales in the
total sales of a particular multi-brand telecom outlet
By number of SIMs
By value of recharge
BSNL Reach
Reach defined as the ratio of
telecom retail outlets (multibrand telecom outlets) that
sell BSNL products to the
total number of telecom retail
outlets in a particular
geography
BSNL Extraction
Extraction defined as the
share of BSNL sales in the
total sales of a particular
multi-brand telecom outlet
By number of SIMs
By value of recharge
MBO:
800
Urban
+8%
703
655
605
600
+20%
554
360
484
400
+59%
347
334
383
Rural
Overall
319
300
261
273
200
166
+96%
96
6
13
33
52
184
235
271
307
343
110
0
Mar-02 Mar-03 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 1 Mar-10 Mar-11 Mar-12 Mar-13 Mar-14
2.3
1.6
1.3
1.1
1.1
6.1
4.2
3.0
3.0
3.0
1. BSNL & MTNL WLL not projected & excluded hereafter. Rural & Urban break-up estimated based on Jun-08 break-up Note: Based on circle wise
estimation; BSNL WLL data excluded for projections; Connections are referred as subscribers hereafter in this presentation Source: COAI, AUSPI, TRAI,
Census data, literature survey, BCG analysis
Creation of Proj.
Vijay team
2
Training of team
Tariff Tool:
Training and Rollout
SancharSoft:
Set-up and Rollout
5
SancharSoft: Refinement
Market Retailer
Survey
Revised Channel norms
Review Mechanisms
Start of a circle
2.
3.
4.
5.
6.
7.
8.
Circle
SSA/ Region
Project Sponsor
(Director, Cons. Mobility2 )
Project Champion (HO)
(GM, Cons. Mobility, S&D)
Rollout Managers
(DGM)
Franchisee Managers
(SDE/ JTO)
Channel
Mgmt.
team
Franchisee
Subfranchisee
New roles created in BSNL
Channel (external)
MBO Retailer
MBO Retailer
Customer
21
Role Description
Roll Out Mangers (ROM) Responsible for overall roll-out of Project Vijay in circle Expected
to drive on-the-ground implementation in circle and escalate
unresolved issues at the circle level, to HO
Circle level Nodes
Franchisee Manger (FM) Provide support and manage franchisees and subfranchisees
Retailer manager
Coordinator (RMC)
Reimbursement Type
Travel/meal/mobile
Reimbursement
amount per month
Franchisee manager
Rs 1800
Rs 500
Retailer Manager
Coordinator
Rs 1800
Rs 500
Rs 2600
Rs 500
Rs 1300
Rs 500
Manager
also
expected
to
visit
Reimbursement
The base reimbursement
Manager
and
meeting
Retailer
minimum
of
10%
Coordinator
upon
achievement
on
paid
to
Retailer
30%
Awards
Award
Level
Frequency
Amount
Criteria
Best Franchisee
manager
Circle
Quarterly
Rs.3000
Highest average
score on
KPAs
Best Retailer
manager
coordinator
Circle
Quarterly
Rs.3000
Highest average
score on
KPAs
Best Retailer
manager
SSA
Quarterly
Rs.750
Highest average
score on
KPAs
Circle
Quarterly
Rs.5000
Highest average
score on
KPAs
Similarly in, order to qualify for the award, the Retailer Manager must
meet a minimum of 30% achievement on no. of retailers visits done
as a proportion of the total no of retailer visits assigned.
Facilities
SSA Sales Head
Franchisee Manager
Retailer Manager
Conclusion
Project Vijay will take care of market share in consumer
mobility.
Market share is the product of reach and extraction. Project
Vijay will increase the reach and extraction of consumer
mobility in the market through dedicated channel
management.
As the reach and extraction will be increased, the market
share will go up
All depends on the sincerity and hard work of Project Vijay
team members.
For internal circulation of BSNL only