MP Birla Cement
A unified app-based CRM program.
Digitization + Rewards = Incremental Business ValueWith an ambition of becoming a leader in their segment and with new entrants challenging the market with aggressive pricing and high media spends, M. P. Birla Cement knew that they will be able to win only by disrupting the way business was conducted in this category – by being able to track the counter potential of the dealers and retailers and by capturing secondary sales.
This meant digitizing the entire sales process but also creating a program that could excite all the stakeholders: The dealers, retailers and the contractors (influencers).
We created a first-of-its-kind ecosystem to connect the three audiences – Dealers, Retailers and Contractors – via the Armaan Nirmaan CRM program. Sitting at the heart of this ecosystem is a mobile application. This was an attempt to bring data and science to a category that has been historically been considered a commodity business.
This integrated program establishes, maintains and enhances relationships between Dealers, Retailers and Contractors by:
1. Letting contractors place orders to his choice of dealer/retailer and track the orders
2. Earn points on every successful order completed
3. Allowing retailers to place the order to dealers and dealers to place an order to brand
4. Providing visibility on inventory via SAP integration
5. Providing tools like calculator, sales trend, news & events
IMPACT
The Armaan Nirmaan program was a hit from the start clocking 35K downloads in just 3 months of its launch and crossing 1 lakh+ downloads within a year. Contractors from across 547 cities belonging to the remotest districts of India have registered speaking of the acceptance of the program.
