Lead Painter Engagement

Job Purpose

Plan, develop and nurture painter community to generate long term business relations. Engage painters through various initiatives / programs.

Job Context & Major Challenges

Birla White (BW) is White Cement division of UltraTech Cement Limited and is a P&L centre. It commands over 45% of market share in White Cement and 31% in Wall Care Putty. Both the products command impressive premium in pricing over nearest competitors owing to superior quality attributes.

During last 10 years Birla White has grown from a single commodity product to significant value added products driven business. Birla White specialty products include Wall Care Putty, Textura, Level Plast, Birla white primer & GRC. Birla White has accelerated new product launches in 2019-2020 - A new 30kg pack size and its competitive pricing caught market attention and contributes to 22% of total sales, with some zones reaching almost 47% of their sales with new product. Birla White launched 4 transformational products during 2020 - Rose fragrance putty, lemon fragrance putty, sandalwood fragrance putty, WallSeal waterproofing putty. Launch of these products would widen option for the customers.

Birla White Putty has been awarded exclusive patent for White Cement based putty. This strengthens brand and reaffirms significant better quality of the company products. Birla White was awarded Green-pro certificate from CII for each of the fragrance putty. Patent filed for atleast 4 more products.

• A new sales strategy has been formulated to drive fast-paced and sustainable business growth -
• i. Shift in selling model from stockist/wholesaler focus to retail focussed business strategy.
• ii. Intense monitoring of Retailer secondary and consumer sales.

iii. Most of the stockist sales to Retailer shifted to IT software Tally secondary, allowing Birla White improves monitoring and better analytics for its business across all Sales Area.

iv. Availability of daily retailer secondary sales is creating a huge potential to improve sales in weaker territories and promote entire range of products. Plans of (a)Repair, (b) Enhance and (c)Differentiate in place for each type

v. Classified states into 4 categories basis the market share to bring focus in each type

vi. High focus on expanding Birla White product availability in paint outlets critical for next phase of Birla White business transformation and expansion of companys portfolio across paint category.

• viii. Acquiring retailers that are dedicated Paint outlets, thereby opening potential for company to compete aggressively with existing Paint Companies in their area of strength.
• ix. Shift from earlier approach of high absolute margin to higher profitability through improved market share.
• x. Strategy shift from One Size Fits All pricing approach to market related segmented pricing/promotion approach to regain back lost ground from weaker markets.
• xi. Re-establish channel loyalty with better servicing and friendlier loyalty programs
• Xii. Very low entry barriers in the category.
• xiii. Very high focus of paint majors in putty.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Painter Engagement 1) Deep route analysis of present data base & painters universe - Town wise/ sales area wise /state wise / zone wise

• Working on painter universe for BW products/applications
• Developing club criteria for applicators & Recognition
• Application wise segmentation of painters /applicators (WC / WCP / Tex / LP. Etc)
• Ensure mapping of painters to sales force/ Retail counters
• Addition of new painters & applicators – deep drive to Town wise/ sales area wise /state wise / zone wise.
• Analysis of existing painter engagement program & modification as per market dynamics
• Analysis of competitor loyalty program & engagement programme
• Work on Efficacy of painter engagement programmes
• Implementation of painter loyalty program time to time

KRA2 Training 1) Understand the need & develop customised training programmes for the stakeholders.

• Issue Certification & ID card to painters after training
• Plan, develop and nurture painter community – Soft skill development, long term /short term plans
• Encourage painters to submit KYC and compliance

KRA3 Market research 1. Keep abreast with industry and market trends and best engagement practices

• Gather market information on consumer insights, competitor activities and product information across PAN India.