GTM Manual

`
Category To Do List Description

Sellout data gathering 123

Grade setup
Channel
Profile
Branding status & planning

Promoter allocation

Matrix (Planogram)

Flooring Status
Product
Display
Weekly Tracking (bi-weekly)

Report
 GTM Manual
`
Category To Do List Description

Allocation (with store branding) 123

KPI

Grade

Monthly Target
Promoter
Salary & Incentive

Motivation

Evaluation

Layoff
 GTM Manual
`
Category To Do List Description

Allocation & Path 123

KPI

Merchandise
Salary & Incentive
r

Low performing store task

Report

Daily
Sellout data
& weekly
Report
Monthly
Retail Store Enhancement

GTM / 13th Jul, 2023

`

1. GTM Milestone
What we aim

2. GTM Function
What to do / how to do

3. System Development
How we manage people & data

4. Organization Plan
How we operate

5. Road Map
1. Sell out Analysis (UAE, TV)
- Action plan

2. GTM System Development (application)

& Organization & Recruitment
- Progress
 2-1. In store Marketing
`

1. Channel Profile & Analysis Channel Profile 2. Investment Planning

Sales Potential  Check the sales status by channel, store Branding Promotion Promoter Merchandiser
Analysis  Store grade tracking A O O O O

B O O O O
 Market share
Competition Area C △ △ △ △ Case by case
 Store branding
Analysis
 Promoter allocation
D No Investment

3. Product Display (SKU / Shelf share) Display Mgt. 4. Resource & POSM Management
 Promoter & Merchandiser Management
Planogram  Flooring plan per each grade
(Flooring Plan) - Select & Focus due to limited space  Daily check list / weekly report
 Promoter allocation & merchandiser route plan

Tracking  Weekly display status monitoring  POSM Management

 POSM guide development
 Stock available checking system development
 Competitor price monitoring & report
RRP Monitoring  Product Demonstration
- Competitive model only
 Product demonstration guide
2/8
 Appendix. Store Grade Logic Update
`
▣ TV Store Grade Standard
As is To be
Division
Grade AED No. USD AED No. USD
A 600K 24 160K ↑ 850K 17 230K ↑
B 400K ~ 600K 13 160K 590K ~ 850K 9 ~ 230K
TV
C 0~ 400K 102 100K 330K ~ 590K 13 ~ 130K
D - - - - 0~ 330K 100 90K ↓

▣ Retailer Stores Grade Status

As is To be
Grade Carrefour E-City Emax Lulu SDG Total Grade Carrefour E-City Emax Lulu SDG Total
A 8 3 6 7 24 A 7 1 3 5 16
B 3 2 8 13 B 1 2 4 2 9
C 23 10 9 49 11 102 C 3 2 7 1 13
NA 1 1 2 D 22 10 9 49 10 100
Total 34 10 14 64 19 141 N/A 1 1 2
Total 33 10 14 64 19 140
 Appendix. Profile (TV) Profile
`
Grade To be (AED) Hisense Sell-out Amt. Branding TV Branding Promoter
No. Channel Store Name Total Monthly Store
TV M/S TV SS LG SONY TCL Sky W Hisense SS LG Sony TCL
Avg. Grade
1 Carrefour CARREFOUR - MALL OF THE EMIRATES 4,500,000 A 238,315 5% Y Y Y Y Y Y 2 6 5 5 2
2 Carrefour CARREFOUR - DEIRA CITY CENTER 3,000,000 A 78,250 3% Y Y Y Y Y Y 1 4 2 2 1
3 Emax MIRDIFF CITY CENTRE 3,000,000 A 42,452 1% Y Y Y Y 1 2 2 2
4 SDG DEIRA CITY CENTER 2,200,000 A 140,065 6% Y Y Y Y Y Y 1 2 2 2 2
5 SDG DXB MALL 2,200,000 A 106,728 5% Y Y Y Y Y 1 2 2 2 1
6 Carrefour CARREFOUR - MIRDIFF CITY CENTRE 2,000,000 A 112,948 6% Y Y Y Y Y Y 1 3 2 2 1
7 SDG TIMESQUARE 2,000,000 A 110,861 6% Y Y Y Y Y 1 2 2 2 1
8 Carrefour CARREFOUR - DUBAI FESTIVAL CITY 1,500,000 A 98,202 7% Y Y Y Y Y 1 2 1 1 1
9 Lulu AUH LULU - MUSHRIF MALL 1,500,000 A 122,305 8% Y Y Y Y Y Y 1 2 1 2 1
10 Lulu AL AIN LULU - KUWATIAT 1,500,000 A 78,127 5% Y Y Y Y Y Y 1 1 1 1 1
11 Lulu AUH LULU - AL WAHDA MALL 1,500,000 A 124,617 8% Y Y Y Y Y Y 1 2 2 2 1
12 SDG ABUDHABI MALL 1,500,000 A 82,648 6% Y Y Y Y 1 1 1 1
13 Carrefour CARREFOUR - IBN BATUTA 1,200,000 A 82,255 7% Y Y Y Y Y Y 1 2 1 1 1
14 SDG MCC 1,000,000 A 50,951 5% Y Y 1 1 1 1 1
15 Carrefour CARREFOUR - SHARJAH CITY CENTER 900,000 A 63,300 7% Y Y Y Y Y 1 1 1 1 1
16 Carrefour CARREFOUR - AL SAQR 850,000 A 121,123 14% Y Y Y Y Y Y 1 2 2 2 1
17 Carrefour CARREFOUR - MARINA MALL 800,000 B 64,022 8% Y Y Y Y Y Y 1 2 2 2 1
18 Emax DUBAI MALL 800,000 B 3,757 0% Y Y Y 1 2 2 1
19 Lulu AUH LULU - KHALIDIYA MALL 800,000 B 97,253 12% Y Y Y Y Y 1 2 1 2
20 Lulu LuLu Hypermarket, M.Zayed, AUH 800,000 B 40,807 5% Y Y Y Y 1 1 1
21 SDG IBM China 800,000 B 43,601 5% Y Y Y 1 1
22 SDG SHARJAH CITY CENTER 800,000 B 159 0% Y Y Y Y Y 1 2 1 1
23 Emax DALMA MALL 700,000 B 3,090 0% IN PLAN / Y Y Y 1 1
24 Lulu DXB LULU - BARSHA 700,000 B 133,953 19% Y Y Y Y Y Y 1 1 1 1 1
25 Lulu DXB LULU - QUSAIS 600,000 B 73,900 12% Y Y Y Y Y 1 2 2 1 1
 Appendix. In-store Marketing Strategy
`
TV Branding TV Promoter
Total
Hisense SS LG SONY TCL Sky W Hisense SS LG Sony TCL PHILIPS Sky NIKAI IKON

Total 39 49 53 40 31 25 34 73 69 55 34 38 25 18 22

A 15 16 15 16 13 9 17 35 28 29 16 19 9 4 3

B 7 9 9 7 3 5 7 13 12 9 3 6 5 2 2

C 6 6 7 8 6 5 5 7 7 8 6 5 5 5 5

D 11 18 22 9 9 6 5 18 22 9 9 8 6 7 12

▣ Branding ▣ Promoter
1. A & B Grade Oriented Investment 1. Promoter allocation logic set up
 Possibility check for  A grade : 2 promoter (selected shop only, to be discussed)
- Relocation in the store  B grade : promoter allocation with branding together
- Expansion of the display rack
 Renovation 2. ROI simulation (productivity)
 Sell out data & promoter productivity analysis
2. C Grade - Evaluation process setup
 Sales potential analysis & investment

3. BEP Simulation
 Appendix. Display Management
` 1 2 4
Branding TV Branding Store Capa. Target LASER U80-8K U8 U7
No. Channel Store Name Display Result
Com Com
TV SS LG SONY TCL Sky W Podium Podium 100L9 75U80H 75U8HQ 65U8HQ 55U8HQ 98U7HQ 85U7HQ 75U7HQ 65U7HQ 55U7HQ
mon mon
CARREFOUR -
1 Carrefour MALL OF THE Y Y Y Y Y Y 6 20 6 4 9 90% 3 1 1 1 1 1 1 1
EMIRATES
CARREFOUR -
2 Carrefour DEIRA CITY Y Y Y Y Y Y 8 20 8 3 11 100% 1 1 1 1 1 1 1 1
CENTER
CARREFOUR -
3 Carrefour MIRDIFF CITY Y Y Y Y Y Y
CENTRE
CARREFOUR -
4 Carrefour DUBAI FESTIVAL Y Y Y Y Y
CITY

CARREFOUR - IBN
5 Carrefour Y Y Y Y Y Y
BATUTA

CARREFOUR -
6 Carrefour SHARJAH CITY Y Y Y Y Y
CENTER

CARREFOUR - AL
7 Carrefour Y Y Y Y Y Y
SAQR

CARREFOUR -
8 Carrefour Y Y Y Y Y Y
MARINA MALL

CARREFOUR -
9 Carrefour AJMAN CITY Y Y Y Y Y
CENTER

CARREFOUR -
10 Carrefour Y Y Y Y Y
DALMA
 1. Sell out Analysis (UAE, TV)
`
▣ ‘23Y Sell out trend ▣ ‘23Y Sell out Portion
Unit : M AED 100% 0% 0%
1% 2%
8.00 4% 5% 8%
 DSF 90% 24% 19%
18%
7.00 21% 17% 20%
80% 16%
6.00 1.66
 Pre 70%
5.00 Ramadan 60% 30% 44% 39% 38% 35% 38%
4.00 2.03  Eid 50%
0.78  WOW 51%
3.00 0.73
(end of May ~ Jun) 40%
1.66 30%
2.00 0.42 0.37 0.40
3.18 1.77 46%
0.87 20% 37% 39% 38% 39% 39%
0.95 0.84
1.00 1.64 23%
0.97 10%
0.80 0.80 0.86
0.00 0%
Jan Feb Mar Apr May Jun Jan Feb Mar Apr May Jun Total
Carrefour Lulu SDG Emax Ecity Carrefour Lulu SDG Emax Ecity

Unit : M AED
Grade
Retailer Jan Feb Mar Apr May Jun Total Portion Retailer Jan Feb Mar Apr May Jun Total
A/B
Carrefour / 34 3.18 0.80 1.64 0.80 0.86 0.97 8.24 39% 8, 63% Carrefour 46% 37% 39% 23% 38% 39% 39%
Lulu / 64 2.03 0.95 1.66  1.77 0.84 0.87 8.13 38% 7, 50% Lulu 30% 44% 39% 51% 38% 35% 38%
SDG / 19 1.66 0.42 0.78 0.73 0.37 0.40 4.35 20% 7, 83% SDG 24% 19% 18% 21% 17% 16% 20%
Emax / 14 0.05 0.13 0.12 0.19 0.49 2% 3, 78% Emax 0% 0% 1% 4% 5% 8% 2%
Ecity / 10 0.08 0.03 0.03 0.04 0.18 1% Ecity 0% 0% 2% 1% 1% 1% 1%
Total / 141 6.87 2.17 4.21 3.45 2.22 2.47 21.40 25, 62% Total 100% 100% 100% 100% 100% 100% 100%
 Only lulu increased in Apr  25 stores cover 62% sales revenue (target stores)
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 1. Sell out Analysis (UAE, TV)
`
▣ Sell out trend by category Unit : K AED  SDG / Carrefour : Premium display Unit : Qty.
Retailer Jan Feb Mar Apr May Jun Total Portion Retailer Jan Feb Mar Apr May Jun Total Portion
Carrefour 3,184 800 1,639 796 856 967 8,243 Carrefour 1,931 439 714 397 505 505 4,491 100%
Laser TV 19 13 32 0% Laser TV 1 1 2 0%
ULED TV 377 281 553 317 334 313 2,175  26% ULED TV 138 99 182 108 123 94 744  17%
UHD TV 2,793 510 991 455 483 611 5,843 71% UHD TV 1,752 314 506 255 252 320 3,399 76%
Audio 15 9 77 10 39 43 193 2% Audio 41 26 25 33 130 91 346 8%
Lulu 2,030 954 1,659 1,772 844 870 8,128 100% Lulu 1,392 770 994 1,519 507 544 5,726
Laser TV 12 12 0% Laser TV 1 1 0%
ULED TV 493 251 524 362 404 264 2,298  28% ULED TV 216 109 225 153 196 106 1,005  18%
UHD TV 1,492 696 1,114 1,386 426 581 5,696 70% UHD TV 1,106 647 746 1,354 263 345 4,461 78%
Audio 32 7 21 24 14 25 122 2% Audio 69 14 23 12 48 93 259 5%
SDG 1,657 418 777 726 373 404 4,354 100% SDG 1,775 340 517 450 170 198 3,450 100%
Laser TV 108 41 79 36 43 26 333 8% Laser TV 12 5 8 4 4 2 35 1%
ULED TV 443 188 439 458 215 230 1,974  45% ULED TV 183 70 178 137 78 71 717  21%
UHD TV 908 150 205 185 111 145 1,705 39% UHD TV 1,174 129 151 150 78 121 1,803 52%
FHD TV 173 11 3 2 1 189 4% FHD TV 253 13 3 2 1 272 8%
Audio 25 26 51 45 3 2 153 4% Audio 153 123 177 157 10 3 623 18%
Emax 52 126 121 191 491 100% Emax 21 36 45 73 175 100%
Laser TV 7 15 28 39 89 18% Laser TV 1 1 4 3 9 5%
ULED TV 31 96 73 83 282 58% ULED TV 11 24 27 26 88 50%
UHD TV 14 16 20 70 120 24% UHD TV 9 11 14 44 78 45%
Ecity 83 33 31 35 182 100% Ecity 39 19 16 25 99 100%
ULED TV 49 15 8 2 73 40% ULED TV 22 7 3 1 33 33%
UHD TV 34 18 23 14 89 49% UHD TV 17 12 13 9 51 52%
Audio 19 19 11% Audio 15 15 15%
Total 6,871 2,171 4,210 3,453 2,225 2,467 21,397 100% Total 5,098 1,549 2,285 2,421 1,243 1,345 13,941 100%

▣ ULED ASP Unit : K AED Unit : Qty

Retailer Jan Feb Mar Apr May Jun Total ASP Retailer Jan Feb Mar Apr May Jun Total Qty Portion
Lulu 2,282 2,304 2,328 2,367 2,062 2,487 2,287 Lulu 216 109 225 153 196 106 1,005 39%
Carrefour 2,730 2,835 3,038 2,940 2,717 3,332 2,924 Carrefour 138 99 182 108 123 94 744 29%
SDG 2,423 2,690 2,467 3,340 2,756 3,244 2,753 SDG 183 70 178 137 78 71 717 28%
Emax 2,781 3,984 2,703 3,199 3,209 Emax 11 24 27 26 88 3%
Ecity 2,228 2,160 2,517 1,809 2,227 Ecity 22 7 3 1 33 1%
Avg 2,479 2,610 2,568 2,958 2,551 2,814 2,680 Total 537 278 618 429 427 298 2,587
2/7
 1. Sell out Analysis (UAE, TV)
`
▣ Big Screen (70” ↑) Unit : K AED Unit : Qty.
Retailer Jan Feb Mar Apr May Jun Total Portion Retailer Jan Feb Mar Apr May Jun Total Portion
Carrefour 3,169 791 1,563 786 817 924 8,050 Carrefour 1,890 413 689 364 375 414 4,145
Big Screen 731 98 362 140 100 242 1,673  21% Big Screen 231 22 94 35 26 62 470  11%
Normal 2,439 692 1,200 646 718 682 6,377 79% Normal 1,659 391 595 329 349 352 3,675 89%
Lulu 1,998 947 1,638 1,748 831 845 8,006 Lulu 1,323 756 971 1,507 459 451 5,467
Big Screen 229 51 173 143 59 141 796 10% Big Screen 68 14 42 33 14 34 205 4%
Normal 1,769 896 1,466 1,605 772 704 7,211 90% Normal 1,255 742 929 1,474 445 417 5,262 96%
SDG 1,632 391 726 681 369 402 4,201 SDG 1,622 217 340 293 160 195 2,827
Big Screen 170 60 179 249 85 102 845  20% Big Screen 49 12 30 32 17 12 152  5%
Normal 1,462 331 547 431 284 300 3,356 80% Normal 1,573 205 310 261 143 183 2,675 95%
Emax 52 126 121 191 491 Emax 21 36 45 73 175
Big Screen 18 25 34 51 127 26% Big Screen 4 5 8 11 28 16%
Normal 35 102 87 141 364 74% Normal 17 31 37 62 147 84%
Ecity 83 33 31 16 162 Ecity 39 19 16 10 84
Big Screen 27 4 4 34 21% Big Screen 6 1 1 8 10%
Normal 56 33 27 12 128 79% Normal 33 19 15 9 76 90%
Total 6,799 2,129 4,062 3,374 2,169 2,378 20,910 Total 4,835 1,386 2,060 2,219 1,055 1,143 12,698

▣ Target Retailer : 1st SDG & 2nd Carrefour

- Target store selection per each retailers (A&B)
: Inspection (from W31)

3/7
 1. Sell out Analysis (UAE, TV)
`
▣ Display Status (A&B Grade only, 25 stores)
Brand No. of Branding Display in Podium Share % Display in Common Share %
Hisense 21 136  14% 81  13%
SS 24 260 26% 228 35%
LG 25 262 27% 165 26%
SONY 23 251 25% 121 19%
TCL 19 79 8% 49 8%
Total 25 stores 988 644

▣ Podium Display (A&B Grade only, 25 stores)

Retailer Hisense % SS % LG % SONY % TCL % Total
Carrefour 49 15% 81 25% 92 28% 68 21% 40 12% 330
Lulu 32 13% 60 24% 56 23% 77 31% 22 9% 247
SDG 44 16% 77 28% 68 25% 67 25% 17 6% 273
Emax 11 8% 42 30% 46 33% 39 28% 0 0% 138
Total 136 260 262 251 79 988

▣ Common Zone Display (A&B Grade only, 25 stores)

Retailer Hisense % SS % LG % SONY % TCL % Total
Carrefour 23  10% 84 36% 59 25% 48 21% 20 9% 234
Lulu 30 20% 45 30% 34 22% 24 16% 19 13% 152
SDG 10  6% 69 42% 51 31% 30 18% 5 3% 165
Emax 18 19% 30 32% 21 23% 19 20% 5 5% 93
Total 81 228 165 121 49 644
4/7
 1. Sell out Analysis (UAE, TV)
`
▣ Display Status  Podium model rearrangement  Increase SKU in common display zone
Grade TV Branding No. of Display in Podium (maximum capa.) Common Display Zone (current) Display
No. Channel Store Name Store M/S Common
Total Monthly Avg. Hisense SS LG SONY TCL Philips Sky W Hisense SS LG SONY TCL PHILIPS Sky W Hisense SS LG SONY TCL Philips Sky W Others
Grade Share
1 Carrefour MALL OF THE EMIRATES 4,500,000 A 5% Y Y Y Y Y Y Y 6 20 23 10 6 5 4 12 9 13 5 4 5 6 7%
2 Carrefour DEIRA CITY CENTER 3,000,000 A 3% Y Y Y Y Y Y Y 4 4 4 6 4 6 1 10 10 7 4%
3 Emax MIRDIFF CITY CENTRE 3,000,000 A 1% Y Y Y Y Y 11 21 22 17 6 3 10 7 4 4 3 7 8%
4 SDG DEIRA CITY CENTER 2,200,000 A 6% Y Y Y Y Y Y 8 13 10 16 4 2 18 9 4 5 1 4  5%
5 SDG DXB MALL 2,200,000 A 5% Y Y Y Y Y 4 9 8 10 1 8 6 2  6%
6 Carrefour MIRDIFF CITY CENTRE 2,000,000 A 6% Y Y Y Y Y Y 8 16 21 14 6 1 1 2 2 17%
7 SDG TIMESQUARE 2,000,000 A 6% Y Y Y Y Y Y 9 21 13 18 8 6 2 4 9 2 2 3
 9%
8 Carrefour DUBAI FESTIVAL CITY 1,500,000 A 7% Y Y Y Y Y 6 6 6 6 6 7 13 7 5 6 2 4 1 16%
9 Lulu AUH LULU - MUSHRIF MALL 1,500,000 A 8% Y Y Y Y Y Y 6 6 6 10 6 0 0 5 7 5 6 1 3 18 11%
10 Lulu AL AIN LULU - KUWATIAT 1,500,000 A 5% Y Y Y Y Y Y 6 6 6 12 6 0 0 4 5 6 4 4 1 19 9%
11 Lulu AUH LULU - AL WAHDA MALL 1,500,000 A 8% Y Y Y Y Y Y 6 11 12 13 6 9 0 6 11 4 4 1 3 21 12%
12 SDG ABUDHABI MALL 1,500,000 A 6% Y Y Y Y 11 18 16 15 0 0 0 1 4 2 3 0 0 4  7%
13 Carrefour IBN BATUTA 1,200,000 A 7% Y Y Y Y Y Y Y 6 6 4 6 4 4 4 12 9 13 5 4 5 6 7%
14 SDG MCC 1,000,000 A 5% Y Y 10 6 5 1 10 10 7  4%
15 Carrefour SHARJAH CITY CENTER 900,000 A 7% Y Y Y Y Y Y 5 5 4 6 4 4 3 10 7 4 4 3 7 8%
16 Carrefour AL SAQR 850,000 A 14% Y Y Y Y Y Y 9 9 12 10 4 10 0 2 18 9 4 5 1 4 5%
17 Carrefour MARINA MALL 800,000 B 8% Y Y Y Y Y Y 5 15 18 10 6 9 0 1 8 6 2 6%
18 Emax DUBAI MALL 800,000 B 0% Y Y Y 9 12 10 5 12 8 8 1 15%
19 Lulu KHALIDIYA MALL 800,000 B 12% Y Y Y Y Y 6 12 9 11 0 6 0 2 4 9 2 2 3 9%
20 Lulu M.Zayed, AUH 800,000 B 5% Y Y Y Y 8 9 10 0 6 0 7 13 7 5 6 2 4 1 16%
21 SDG IBM China 800,000 B 5% Y Y Y 4 6 6 8 3 11 7 5 3  10%
22 SDG SHARJAH CITY CENTER 800,000 B 0% Y Y Y Y Y 8 9 14 8 7 3 2 2  0%
23 Emax DALMA MALL 700,000 B 0% Y Y 12 12 12 0 0 0 10 8 6 7 1 0 10 24%
24 Lulu DXB LULU - BARSHA 700,000 B 19% Y Y Y Y Y Y Y 4 6 7 7 4 6 5 3 3 4 2 4 22%
25 Lulu DXB LULU - QUSAIS 600,000 B 12% Y Y Y Y Y Y 4 11 7 14 4 4 1 1 6 12 0%

5/7
 1. Sell out Analysis (UAE, TV)
`
▣ Action plan summary (Retailer store improvement)
1. A&B grade store inspection : Priority SDG → Carrefour → Lulu → Emax / Ecity
- Branding status : Store manager meeting for branding, renovation
- Display status : Increase number of display

2. Flooring plan (Matrix)

- Flooring status update (what model is displaying in store)
- Matrix discussion and update with TV team
: by channel, by store level
- Display guide preparation (podium guide)
: what to display / how to display
1. Retail Matrix discussion with Sales team
- List up
3. Promoter evaluation & target setup - PIC discussion
- Monthly sell out target adjustment after sell out data analysis 2. Status check (A&B grade 25 stores)
- Relocation - Together (1 ~ 2 days)
3. Branding Status
4. Promoter motivation - excel
- Incentive scheme : competitor info. (basic & incentive such as target incentive & PMI) 4. Raw data update
: adjust incentive scheme - inch
- range (high mid & low) for KPI setup
- promoter allocation status
- grade
6/7
 2. GTM System Development & Recruitment
`
▣ GTM System Development (application)
1. W30
- Vendor meeting for concept discussion

2. W31
- Feature tree finalization (specific requirement of the application)
- Vendor meeting for actual development
(lead time, cost will be discussed)

▣ GTM Recruitment
1. W29
- Meeting with HR for position (4 person, data analyst, promoter management, retail marketing, training)

2. W30 ~
- HR is searching for the candidates

7/7
Promoter Management

GTM / 13th Jul, 2023

1. GTM Milestone
What we aim

2. GTM Function
What to do / how to do

3. System Development
How we manage people & data

4. Organization Plan
How we operate

5. Road Map
 2-2. Filed Force Management (Promoter)
`
▣ Promoter Management
Promoter Management Detail

Right people ▣ Priority Mission

Hiring 1. Training Material Development

 Localized sales talk development
Aggressive - Customer language
Motivation  Feature comparison oral Comm.
- Why Hisense, Why not SS / LG / Sony
Reward Training

2. KPI Set up
 Sales target per store
 Display management (planogram & expansion)
- Current status update
Evaluation Allocation - Plan for SKU expansion

Clear Proper

KPI / 3. Promoter evaluation & grading process

Target  Verification process for high & low performer
- Motivation & termination related
Challengeable

3/8
 Appendix. Promoter Management
`
▣ Promoter Management Detail
Category To do list Weekly Monthly
1. Hiring  Pool management (candidates) O
 Hiring process O
New joiner training (in-class & field) O O
2. Allocation  Store selection (strategic store) O
3. Target  KPI (sell out & display) O O
Monthly sell out target (value & premium) O
4. Performance (Productivity)  Performance evaluation (& productivity) O
 Promoter grading O
5. Reward (Motivation)  Salary & Incentive scheme (product & target) O O
 Event (best practice, hero of the month) O
6. Career Path  Mid & long term career path (to trainer, merchandiser) O
7. Payment Process Mgt. Data verification process O O
Payment process with related team O
8. Agency Cost Mgt. Agency bidding O
Cost management O
 Promoter Target Setup
`
1. motivation program
2. Career path
3. Product competition
4. Store manager relationship
5. Store product competition (promoter level, shop manager level, other brands level)
 Appendix. Promoter Management
`
▣ Promoter KPI (to be applied)
Category Task Description Rate
Quantitative Monthly Sales Target achievement 40%
Premium Sales Portion of premium 25%
Qualitative Training Training & test result 10%
Display (flooring) SKU management 10%
POSM POSM management 5%
Time attendance On time check in & out 5%
Data & Report Competition, RRP, market sensing 5%

▣ Promoter Performance Monitoring

Promoter Grade Action plan (to be discussed)
1. Monthly sell out
A Role model making (incentive or reward), BP sharing
2. Premium sell out
B Encouragement
3. Flooring (SKU) management C Sales skill training

4. Market sensing D Warning letter (3 times, lay off)

 Appendix. Promoter Management
`
▣ Promoter Cost Management (TV) Unit : AED

Detail JAN FEB MAR APR MAY Remark

No. of Promoter 36 37 37 36 35
Promoter salary 174,534 176,479 181,461 175,282 180,803 Basic & Agency fee
Incentives 39,322 7,940 49,636 32,386 14,871 PMI
Reimbursement 3,932 4,000 4,000 4,000 4,000 Uniform, badge
Total 196,738 167,369 214,047 190,618 178,624
Per promoter 5,465 4,523 5,785 5,295 5,104 avg. 5,234 AED, per month

▣ Promoter Productivity
 Productivity process
4. Action
 1. Sell out Data 2. Expense 3. Margin Structure
Motivation
Company
 Sell out Amt. & Salary + Incentive + Reimbursement & Margin (10%)
= Productivity
Lay off
- Monthly tracking & report
- Promoter monthly result review & improvement action
 1. Promoter Productivity (UAE, TV)
`
▣ Productivity by retailers Profit : AED
Jan Feb Mar Apr May Jun Total
Retailer
(shop / promoter) Profit Productivity Profit Productivity Profit Productivity Profit Productivity Profit Productivity Profit Productivity Profit Productivity

Carrefour (34/12) 277,038 314% 69,594 6% 142,599 91% 69,271 1% 74,495 28% 84,096 65% 717,093 86%
Lulu (64/9) 176,570 288% 82,978 125% 144,303 208% 154,140 253% 73,449 91% 75,706 100% 707,147 184%
SDG (19/7) 144,146 201% 36,322 -1% 67,614 46% 63,145 61% 32,407 2% 35,112 3% 378,746 61%
Emax (14/2) - -100% - 4,560 -10% 10,995 116% 10,519 88% 16,665 53% 42,738 39%
Ecity (10/1) - - 7,179 38% 2,889 -29% 2,659 -35% 3,070 -25% 15,796 -10%
Total (141/31) 597,754 264% 188,894 36% 366,255 106% 300,439 87% 193,528 40% 214,649 56% 1,861,520 103%
Productivity logic : RRP – Retailer Profit (16%) – Distributor Profit (14%) – Hisense Profit (13%) – Labor cost

▣ Monthly Status
- Jan (Emax)
: no sell out data from channel & 1 promoter allocation
- Feb (SDG)
: low sell out performance against to promoter salary (6 stores)
- Mar (Emax)
: low sell out performance against to promoter salary (1 store)
- Apr ~ Jun (Ecity)
: low sell out performance against to promoter salary (1 store)

2/4
 2. Promoter Salary Scheme
`
▣ Salary & Incentive scheme
Basic Salary (AED) Condition 1 Condition 2 Condition 3 Condition 4
Target
Brand PMI
from up to Incentive Target Ach. PMI Target Ach. PMI Target Ach. PMI Target Ach. PMI

SS 3,000 Y Y 60% ↓ 80% 80% ↑ 100%

LG 3,100 Y Y 180K AED ↑

Sony 3,500 4,500 Y Y 70% ↑

TCL 2,800 3,600 To be checked Y 80% ↑ 100%

Hisense 3,000 Y Y  80% ↓ Laser, 98" 80% ~ 99% 80% 100% ↑ 300 AED 120% ↑ 600 AED

- Checking the target incentive of other brands

- Checking average salary amount in a month

▣ Voice of Promoter
- Low Motivation
: having the incentive is very difficult  not passionate in store
due to high target (twice than last year)
 not focus premium (even if there is PMI)
- Display Request  Difficult to explain without actual model display (Laser TV)
: need more display unit for product comparison
 Losing sales opportunities to other brands
: various models explanation

3/4
 3. To Do List
`
▣ GTM System Development (application)
 W31
- Feature tree finalization (specific requirement of the application)
- Lead time will be shared by Wed (9th Aug)

▣ GTM Recruitment
 W31
- Interview for promoter management (currently SS promoter management)

▣ Promoter Motivation (W32~)

 Incentive Scheme
- New incentive scheme design for sell out boosting (basic + target incentive + PMI)
- Sell out & Premium portion

▣ Product Matrix Finalization

 Matrix finalization with sales team
 Store SKU Increase Planning

4/4
Merchandiser Management

GTM / 13th Jul, 2023

 2-4. Filed Force Management (Merchandiser)
`
▣ Merchandiser management (TV, 2 person)

Current status R&R Improvement Point

 No. of visiting  Coverage enhancement & history management

Type Daily Weekly Monthly  2 merchandisers cover all UAE region
Coverage Promoter 4 25 101  Route plan
Non- promoter 3 17 67  Clear R&R set up
Total 7 42 168  To do list in store

 Promoter operation  Market sensing  Lack of detailed breakdown, tracking

 Time attendance
KPI  Store management
 Display, POSM
 Store relationship
 Competition Info.  2 merchandisers
 TV oriented
 Daily sell out
 Tracking daily sales
 Evaluation & motivation
 KPI set up & evaluation
 Career path / reward

 Daily : Daily promoter sell out  Market sensing report

Report  Competitor activity & pricing (promotion)
 Weekly : CPI (Competition price info.)  ISM issue, request
 Voice of field

5/8
 Appendix. Merchandiser Coverage
`
 Merchandiser coverage
RAK Promoter
Total
Fadi PIC Location Coverage Rate
Stores Yes No
Umm al-Quwain Abu Dhabi 42 9 33 32 76%
Fujairah Venu
Ajman Al Ain 13 1 12 10 77%
Dubai 46 19 27 32 70%
Sharjah
Sharjah 21 2 19 7 33%
Dubai Ajman 6 0 6 4 67%
Fadi
Umm Al Quain 2 0 2 0 0%
RAK 5 1 4 3 60%
Fujairah 5 1 4 3 60%
Total 140 33 107 91 65%

Al Ain  Merchandiser R&R (current)

R&R Job description
Abu Dhabi Promoter Promoters Operation
Promoters Leave Planing
Targets Comunication
Venu Daily Sellout Review
Store management Display Update
In Store Relationship
Non Promoters Sellout / Visibility
POSM update
Market Update
`

Category Portion Criteria Frequency Remark

Sell out Target achievement Monthly Monthly target (by retailer, store)
30%
Low performing store improvement Monthly

Display Display matrix Weekly

30%
POSM Weekly

Promoter Sell out target management Monthly

30%
Product Training Weekly in store training

Report Market sensing Weekly Competitor info.

10%
Data upload in system Weekly when system is ready
Training Material Development

GTM / 13th Jul, 2023

 2-3. Filed Force Management (Trainer & Training)
`
1 Trainer 2 3 4 5 Contents 6
Target Method Performance Motivation
KPI Development

Trainer Management

Step 1 Step 2 Step 3

Trainer KPI Training Target Set up Training Method

- Trainer KPI set up - Retailer training scheduling - Differentiated training material for training method
: Material development (including shop manager, FSP) (on line, in class & in store training)
: No. of training - Promoter training plan
: Low performing store improvement task - Other region support (training material, on-site training)
(when, where, what material & how)
- Monthly / Quarterly / Yearly

Step 4 Step 5 Step 6

Training Evaluation Training Contents
Motivation
(trainer, promoter) Development
Trainer - NPS from promoters after training - Customized sales talk (customer language) - Low performing store improvement task (reward)
Promoter - Training result management (history) - Feature comparison - Salary & incentive scheme for trainer
- Oral Comm.
FSP - Training result sharing to retailers
: Why Hisense, not SS/LG/Sony

4/8
 2. Training Material Operation
`
▣ Training material development (Development in UAE & share to KSA)

Hisense Material Competitor

(New product introduction) Market Sensing

HQ 1. HQ Training Material
“how do they explain their product?”
- Specification info.
- Key features introduction “how do they attack others?”

 2. Sales Talk (FABE)  3. Comparison

- Feature - Benchmarking
- Advantage
MEA - Benefit  4. Video
- Key USP “how do we respond against to them?”
- Evidence
- FABE 6. What is the sales talk of competitors?

- 1 min

 7. Sales Talk against to competitors

 5. Promoter Best Practice
Best
- Promoter know-how sharing
Practice
- Award program (sales talk & result)

7 / 10
 ULED U8H, The Ultimate Viewing Experience
Features

• Mini LED Pro with more Local dimming Zones

• Dolby Vision and HDR 10+

Advantage
• Mini-LED is a new display technology that promises improved contrast ratios and deeper blacks compared to
LCD panels that are lit with regular LEDs
• You can enjoy amazing highlights, greater contrast, brighter images and wide colors.

No Local Dimming With Local Dimming

Benefits

• High Dynamic Contrast, High Brightness, Reducing Halo Effect and Perfect Black Level
• Only Brand which supports All standards of HDR (Dolby Vison, HDR10+, HDR10 and HLG)

Evidence

• Best Product for 2022 -2023 EISA award

 U8H Sales Talk Comparison & Winning Points
Brand Hisense Samsung Why Hisense ?
Series U8H Q80B

ID

Year 2022 2022

Panel 4K/120Hz 120Hz
Mini LED less than 500
Color zones ,QUANTUM DOT, QLED
Full Array Local Dimming
Picture
Dolby Vision IQ,
HDR HDR 10+,HLG
HDR10+Adaptive,HDR10+A, HLG
IMAX Enhanced Yes No
Filmmaker mode Yes No
Speaker/DSP 2.0 2.2.2
Audio Quality DTS Virtual X Yes -
Dolby Atmos Yes Yes
ALLM Yes Yes
Game VRR 120Hz VRR 120Hz VRR
Features Freesync premium Freesync premium pro
Bezel Design Bezel-less Bezel-less
ID Design
Stand Design Double stand connected Stand
Alexa Built-in Alexa built-in
Voice Control Voice Assistant - Google assistant built-in
VIDAA voice Bixby
SMART OS OS VIDAA U6 Tizen
Connectivity HDMI 2.1 Yes Yes
The only refrigerator in MEA with a Smart Screen
Features:

• Smart Screen with WIFI on cross door refrigerator.

• Anti Bacterial Guard coating.

Advantage:

• Food inventory, screen sharing, picture sharing and voice control.

• Antibacterial guard is coating of silver ion which kills up top 99.999% of bacteria.

Benefits:
• Food Inventory helps in keeping check of food kept inside fridge. Screen sharing help you in watching videos on
screen with the help of Android mobile.
• With no bacteria keeps food inside the refrigerator fresh for longer period..

Evidence:
• Just connect your phone to an application
• Certified by TUV body for Anti bacterial guard.
 Competition to Smart Refrigerators
Brand Hisense MEA LG MEA Why Hisense?

PIC A Premium Smart REF Series

Model HISENSE RQ759N4ISU Smart LG - GRX29FTQEL knock knock

LG priced way higher than Hisense
Price AED7,999 AED9,499
compared to feature it has.
Capacity 536 L 423 L Hisense has more capacity compare to LG

Warranty 1 Year + 10 Years 1 Year + 10 Years

Connect Life ThinQ Both offers smart features but hisense
Smart Feature Temperature control with Mobile Temperature control with Mobile bring many more than just a basic smart
Inventory management, Picture share No features.
Stainless Steel Back Wall No
Convertible zone offer extra space and
Cooling My fresh Choice, Fridge to freezer No
metal offer evenly cooling.
No Linear cooling
Control Exterior Electronic Touch Control Exterior Electronic Touch Control
2 Vegetable Drawer 2 Vegetable Drawer
Fridge
2 tempered glass shelve 2 tempered glass shelve
Classified 6 door pockets on freezer door offer extra
4 Glide Drawer, 2 Gilde Tray 4 Glide Drawer, 2 Gilde Tray
Storage space.
Freezer 6 Door Pockets No
Right Door Convertible Non convertible
Other Adjustable Shelve Adjustable within 1 - 2 cms Foldable Shelve only
Features Ice Water Dispenser Yes Yes
Width of Ref is less, which reduces
Dimension(W*D*H) 914×725×1785mm 835 ×735×1785mm
capacity.
 2. Training Material Development
`
▣ Training material development (Development in UAE & share to other regions)

Hisense Material Competitor

(New product introduction) Market Sensing

HQ 1. HQ Training Material
“how do they explain their product?”
- Specification info.
- Key features introduction “how do they attack others?”

 2. Sales Talk (FABE)  3. Comparison

- Feature - Benchmarking
- Advantage
MEA - Benefit  4. Video
- Key USP “how do we respond against to them?”
- Evidence
- FABE 6. What is the sales talk of competitors?

- 1 min

 7. Sales Talk against to competitors

 5. Promoter Best Practice
Best
- Promoter know-how sharing
Practice
- Award program (sales talk & result)

7 / 10
 2. Training Material Operation
`
▣ Material Status
Product Code 1. FABE 2. Comparison 3.Video 4. Promoter BP 5. Competitor Info. 6. Action Sales Talk

WM Model Code Done in progress

Model Code
Model Code
Model Code
Model Code
REF Model Code Done in progress
Model Code
Model Code
Model Code
Model Code

▣ Development Schedule
Code Code W32 W33 W34 W35 W36 W37
Model Code 1. FABE O
2. Comparison
3.Video
4. Promoter BP O
5. Competitor Info.
6. Action Sales Talk O
Model Code 1. FABE
2. Comparison
3.Video
4. Promoter BP
5. Competitor Info.
6. Action Sales Talk
 2. Training Material Operation
`
▣ Training Schedule
Retailer Trainee W32 W33 W34 W35 W36 W37
Emax Whom? Mon (4 person)
Wed (5 person)
 HA

GTM / 13th Jul, 2023

`

Sellout data

Merchandiser

Branding

Promoter
urgent

GTM / 13th Jul, 2023

`

Laser TV demo guide

ISM Planning &

execution report

Brandshop workshop
Data / performance

GTM / 13th Jul, 2023

 Data analysis
`

• Shop name cleaning

Sellout data cleaning • Model code cleaning TV HA
• Promoter info. cleaning
• Data status (by retailer, TV & Audio)

Master Raw data • Shop name cleaning

Template • Model code cleaning

ULED
Incen,
progress
• Daily
Report • Weekly : Thu (UAE TV meeting) / Fri (management meeting for all region)
• Monthly