Demand Generation Associate

DGA KRA Note

DGA Demand Generation Associate

Department: Influencer Marketing GTM

Reporting Structure

• Functional reporting to ASM/BDM
• Administrative reporting to HO Marketing

DGA Key Contractors

• Minimum 5 to 10 KNPL multi brand dealers to map per DGA
• Total minimum 80 Contractors to be handled by DGA of these dealers only
• Once Painters of particular dealers are established then another dealer to be replaced by existing and same process to be followed up
• Contractor needs to be retail contractor only

Products Eligible All Emulsions only ( 60% premium 40 Non Premium Products)

Role & Responsibilities

• Generate secondary sales per month as per assigned target from the assigned set of contractors in territory
• Daily Visits to new sites provided by Painters/Contractors/dealers/self to pitch Nerolac products
• Walk in Sites to be registered and assign to Painters/contractors
• To handle minimum 80 Painter/Contractors from his Market
• Make Painters/Contractors calls in a day as per the PJP
• Conduct Market activities as per annual allocation by HO Marketing
• Regular updation of contractor point in NPP Call Centre
• Education/Communication to Painter/contractors of new initiatives taken by HO Marketing
• Ensure timely gift redemption of all painters/contractors of his depot
• Handle Painters/contractor complaints related to scheme gratifications
• Ensure POSM Visibility at Dealer Outlet.
• Ensure Painter/Contractor secondary schemes communication
• New Product Launch/Go to market plan execution at Painters/contractor point.

Key Performance Indicators

Particulars

Daily

Weekly

Monthly

Contractor visits

6

50

200

Site visits

5

30

120

Site Conversion

3

20

80

Dealer visits

1

6

25

Business Generation KRA

No of Painters mapped

Total Business Target (in lacs)

80100

100

*Business target to be monitored through QR code token scanned by Painter