Team Mavericks

(United Spirits Ltd)

USL AT A GLANCE

Largest alcobev Over 140 own Outstanding

company in India and brands with 15 portfolio across each
2nd largest by price point
millionaire brands
volume in the world

Wide manufacturing Advantaged route to

footprint with presence in every consumer with full coverage
state/territory of all relevant liquor outlets

Strong distribution capability with products available in >95% of

stores
BIGGEST BRANDS IN MARKET

India’s largest consumer goods brand

No. 1 premium white spirit in India

Fast growing Indian whiskey

2nd largest Scotch in India

No. 1 Luxury Imported Scotch Whisky in India

Fastest growing scotch in India

Premium Indian whiskey

Highest priced Indian whiskey

OUTSTANDING PORTFOLIO ACROSS EACH
PRICE POINT
Luxury
Premium
Prestige
Popular
QDVP3

Create a “Sell Out” culture and leverage stores in a media dark

market

Creating Perfect Stores

What was done differently?

BEFORE

• QDVP3 (Quality, Distribution,

Visibility, Price, Promotion,
Persuasion)
• Guidelines for each type of
channel
• Intense execution by sales
team
AFTER

• Incentives linked to 3rd party

audits

• Result: ~20% of India’s alcobev

outlets made into “Perfect Stores”
USL STRATEGY TO DELIVER THEIR GLOBAL
AMBITION
Strengthen and accelerate core brands to win across each
01 of the 3 India’s

Evolve Route to consumer to deliver balance between sell-in

02 and demand creation

Drive out cost throughout the value chain to invest in growth

03 and enhance margins

Transform USL and industry reputation towards ideals of

04 corporate citizenship

Guarantee plans with right organization, people and

05 capabilities
STRENGTHEN AND ACCELERATE CORE
BRANDS
Strengthen positioning and activation. Renovate brands and
drive sustained growth

Renovation

Royal Challenge McDowell’s No 1. whiskey Signature

STRENGTHEN ROUTE TO CONSUMER

Portfolio Key RTC objectives

Leverage outlet as a Create demand Leverage

Affluent Luxury media to build brand through consumer- trade as an
imagery winning ambassador
activations for our
business
Premium
Core

Middle
Prestige
Core

Aspiring Popular Leverage scale

FULL YEAR F16 PERFORMANCE IN SUMMARY

Net sales growth Diageo brand portfolio added

13% Rs 676 Crore net sales

Prestige and Above

EBITDA Rs. 880 Crore EBITDA margin
segment net sales up
26% with 81% growth 9.7%, up 364bps

Net debt reduced by

Share gains in a Profit after tax
Rs. 737 Crore to
number of brands Rs. 981 Crore Rs. 4,250 Crore

Diageo brand portfolio fully Underlying marketing investment up

integrated 10%
Smollan Presence 2016 (Regular + CSD)

 Regions: West and South.  Regions: East, West, North and South.
 Team Size: 270  Team Size: 746+ (Regular and CSD)
 FMs: 2  FMs: 4
 FS: 16  FS’s: 33
 Central Officer: 1  Central Officer: 3
2015 2016
Manning – Regular
USL REGULAR MAR'17
Region Budget Actual Gap Manning %
EAST 30 30 0 100%
NORTH 274 268 6 94%
SOUTH 106 105 1 93%
WEST 256 248 8 97%
Grand Total 666 651 15 95%

CSD Mar'17
Region Budget Actual Gap Manning %
EAST 5 5 0 100%
NORTH 24 24 0 100%
SOUTH 28 28 0 100%
WEST 14 14 0 100%
Grand Total 71 71 0 100%

• Consistent Perf in West and East.

• High attrition Phenomenon in south since launch of the project.
• North 3 months old in the system since launch.
• CSD no attrition due to better job satisfaction and low pressure
Attrition
Attrition Trend 2017 (USL Regular & CSD)
Region Jan'17 Feb'17 Mar'17 Grand Total
East 1 0 0 1
North 5 7 5 12
South 16 6 4 22
West 8 13 9 21
Total Attrition 30 26 18 56
Budget 744 731 737 2212
Attrition % 4% 4% 2% 3%

Attrition Reasons Jan'17 Feb'17 Mar'17 Grand Total

ABSCONDING 1 1 1 2
BETTER PROSPECT 20 11 14 30
BOTTOM BOXING/RTB 0 1 0 1
DISCIPLINARY ISSUE 7 6 3 13
PERSONAL REASONS 2 7 0 8
Total Attrition 30 26 18 55
Budget 744 731 737 1475
Attrition % 4% 4% 2% 4%

• Attrition high in South since the beginning. Reduced few team members due to below
par performance also
• Better job opportunity and Disciplinary action max reason of attrition.
• High client intervention in regions
• Initiated back end calling to team members left for better prospects. Few of them have
rejoined us.
 Man-days %

Target Days
Budget Actual Bill Payble Billable Productive
Channel Month P A W H Comf SL CL UL DD (Productive
No. Days Days Mandays % Mandys %
Mandays)

January 684 21204 15600 347 2514 147 298 0 458 0 9 19026 90% 19602 80%
USL February 684 21204 15046 248 2946 217 66 257 427 39 844 19803 93% 20108 75%
March 666 20646 13391 211 2381 307 138 244 520 0 506 17487 85% 19980 67%
USL Total 2034 63054 44037 806 7841 671 502 501 1405 39 1359 56316 89% 59690 74%
January 60 1860 1506 61 243 49 0 0 23 0 2 1823 98% 1691 89%
USL CSD February 69 2139 1541 44 247 29 0 13 20 0 46 1896 89% 2000 77%
March 71 2201 1484 20 251 39 0 9 18 0 28 1829 83% 2044 73%
USL CSD Total 200 6200 4531 125 741 117 0 22 61 0 76 5548 89% 5735 79%
January 83 2573 1779 129 266 35 87 0 59 0 8 2234 87% 2496 71%
USL Innovation February 149 4619 2486 75 435 71 4 41 40 0 65 3142 68% 4405 56%
March 165 5115 2763 189 511 81 11 62 27 0 101 3556 70% 4886 57%
USL Innovation Total 397 12307 7028 393 1212 187 102 103 126 0 174 8932 73% 11787 60%
Grand Total 2631 81561 55596 1324 9794 975 604 626 1592 39 1609 70796 87% 77212 72%
 QDVP3 SELF SCORE 2017
QDVP3 Self Score Jan Feb Mar Total
Quality Score 90% 91% 91% 91%
Distribution Score 69% 70% 65% 68%
Visibility Score 69% 71% 72% 70%
Pricing Score 73% 74% 72% 73%
Promotion Score 54% 52% 50% 52%
Persuasion Score 100% 100% 100% 100%
Total Scores 76% 78% 76% 76%

Applicable Sample
• QDVP3 applicable scores varies
QDVP3 Maximum Achment Achment
Score Scores%
state wise.
Scores
• Scores are based on the
Quality 5 5 100%
Distribution 30 29 97%
questionnaire answered by AE in
Visibility 40 38 95% the HHT on the QDVP3
Pricing 5 5 100% Parameters.
Promotion 15 12 80% • Persuasion is considered as
Persuasion 5 5 100% 100% Adhered.
Total Scores 100 94 94%
QDVP3 3rd Party Score Sep to Jan
Delta (Sep to Jan)
State PR PROMOTIONMERCHANDISINGTotal Sale 2016(Cases)
Growth %
Jharkhand 4% 10% 0% 33620 214%
• Sep to Jan YTD performance in
‘promotion outlets’ in all the states East 4% 10% 0% 33620 214%
except JHK, Mum, Goa close to the Rajasthan 8% 13% 7% 26968 157%
target of 15% delta over Non-Promoter North 8% 13% 7% 26968 157%
outlets. Mumbai 6% 10% 5% 418 NA
• In Promotion outlets, E.Mah, TnR, MP, Pune 6% 14% 5% 449 NA
Bangalore and SKK achieved a delta of TR 16% 28% 14% 300 NA
15+ over non-promoter outlets. E Mah 16% 16% 16% 1402 46%
• Goa with Negative score@-4.
MP 10% 16% 8% 43268 34%
• Merchandizing outlets improved to
Goa 5% -4% 10% 215 29%
10% in comparison to 4%
• Sales data available from few regions. West 10% 13% 10% 46051 36%
whole West and excluding E-mah, MP Bangalore 22% 19% 17% 24268 -38%
and Goa struggling for sales data SKK 11% 16% 8% 201 NA
South 17% 18% 13% 24469 -38%
Total 10% 13% 10% 131108 92%
Man Hours - 2017

Man-hours (%)
Position Region Position State Jan Feb Mar Grand Total
East Jharkhand 63% 72% 71% 68%
East Total 63% 72% 71% 68%
Delhi 1% 20% 11%
Haryana 44% 96% 69%
Punjab 15% 110% 64%
North
Rajasthan 75% 78% 84% 79%
Up 47% 106% 75%
Uttarakhand 0% 10% 4%
North Total 75% 33% 66% 51% • Target ≥ 8 Hrs.
Bangalore 84% 96% 100% 93%
South
Skk 79% 103% 105% 94% • Manhour Utilisation low in recently
South Total 83% 97% 101% 93% launched regions specially north
Cg 68% 101% 110% 92%
Daman And Diu 0% 6% 55% 20% excluding Raj.
E Mah 93% 95% 109% 99% • HHT usage in north/DD from FEB
Goa 26% 95% 96% 68%
West Mp 105% 116% 113% 111% only
Mumbai 88% 97% 91% 92% • West HHTs more than 2 years
Nashik 113% 92% 88% 97%
Pune 66% 73% 76% 71% having issues.
West Total
Thane Raigad 95%
82%
93%
95%
92%
96%
93%
91%
• South Has considerably grown to
Grand Total 78% 68% 83% 76% 85+ level since 2016.
Outlet Coverage - 2017
Outlet Coverage %
Position Region Position State Jan Feb Mar Grand Total
East Jharkhand 63% 69% 65% 66%
East Total 63% 69% 65% 66%
Delhi 15% 29% 27%
Haryana 62% 87% 77%
Punjab 56% 89% 83%
North
Rajasthan 71% 69% 77% 72%
Up 70% 94% 84%
Uttarakhand 0% 32% 26%
North Total 71% 64% 76% 71%
Bangalore 77% 86% 87% 83%
South
Skk 68% 85% 84% 79%
South Total 75% 86% 87% 82%
• Target>90%
Cg 98% 97% 98% 98%
Daman And Diu 71% 69% 69% • Pan India outlet coverage more than 79%
E Mah 80% 85% 88% 84% against 68% in 2016
Goa 28% 80% 80% 62% • Coverage would touch 90% above once
West Mp 90% 94% 92% 92% north regions start contributing.
Mumbai 90% 97% 98% 95% • Newly Launched CG is with highest outlet
Nashik 95% 94% 86% 91% coverage @ 98%
Pune 76% 85% 85% 82%
• Goa improved to 62% from a level of 50%
Thane Raigad 91% 93% 93% 93%
West Total 84% 90% 89% 88%
• South and west stable in outlet coverage
Grand Total 77% 78% 81% 79% excluding DD
 PJP Adherence %
State Wise
Position RegionPosition State Jan Feb Mar Grand Total
East Jharkhand 49% 52% 49% 50%
East Total 49% 52% 49% 50%
Delhi 1% 23% 19%
Haryana 44% 73% 61%
Punjab 47% 83% 76%
North
Rajasthan 62% 64% 75% 66%
Up 56% 88% 75%
Uttarakhand 0% 15% 13%
North Total 62% 49% 58% 56%
Bangalore 70% 79% 83% 77%
South
Skk 61% 80% 80% 73%
South Total 69% 79% 82% 76%
Cg 97% 94% 98% 96%
Daman And Diu 56% 66% 65%
E Mah 67% 75% 82% 75%
Goa 20% 65% 72% 51%
West Mp 85% 90% 88% 88%
Mumbai 85% 94% 97% 92%
Nashik 91% 91% 87% 90%
Pune 58% 74% 75% 69%
Thane Raigad 90% 90% 92% 91%
West Total 75% 84% 85% 81%
Grand Total 69% 71% 72% 71%

• High PJP diversions by the client in across regions.

• Newly added region lowering the overall achievement.
• Highlighted PJP diversion with approval to client
 South Sales Performance
Q1
FS NAMe TGT2 ACH2 Ach %
AADIL 5285.6 3176.7 60%
MANJUNATH 4876.2 3238.5 66%
NITIN 4913.9 3677.0 75%
SUDISH 5485.6 4056.0 74%
VIJAY 5694.9 3525.5 62%
YATEESH 3700.3 2781.0 75%
29956.3 20454.7 68%

Month TGT ACH %

Jan'17 9929.5 7583.5 76%
Feb'17 9876.1 7227.6 73%
Mar'17 10150.7 5643.6 56%
Total 29956.3 20454.7 68%

 Consistent performance in sales in  Consistent performance in sales in

south despite shuffling of FSs south despite shuffling of FSs
 Total sales have improved 13K cases  Total sales have improved 13K cases
from less than 10K Cases from less than 10K Cases
CSD Sales Report 2017 (Jan – Feb)
Region URC Count Sales Qty
East 20 35548
North 16 146160
South 30 262932
West 13 150660
Grand Total 79 595300

• Highest sales contri from

south URCs followed by
West and north.
 SCORE CARD -2017
Jan'17 Feb'17
Particulars KPI Definition of Parameter Target National East North South West National East North South West
100% manning of
- FOS
Manpower staffing Total No. of FOS as per approval/budget 9.5 10.0 9.4 9.3 9.7 9.6 10.0 9.6 9.9 9.6
- Supervisors
- FMs

To be filled within 10 days

Manpower Attrition Turn around time to fill open positions 3.0 3.0 2.0 6.0 3.0 3.8 0.0 2.3 5.7 5.0
of becoming vacant

100% of training completed

Classroom & OJT as per quarterly training
Training with deviations of 2/3 3.6 0.0 5.0 2.5 4.3 3.9 5.0 4.2 2.5 3.9
calendar
days from the calendar

Manhours spent in market 100% as per agreed for the

Utilized manhours 6.0 5.2 2.6 8.5 6.7 5.9 5.7 3.2 9.2 6.8
divided by the agreed no.of hours market

Outlet Coverage Actuals calls made vs planned calls 1 7.6 7.0 7.7 8.3 8.4 7.8 7.5 6.7 8.9 9.1

QDVP3 Scores Daily publishing 15% higher than state 7.5 6.1 9.2 8.6 7.2 7.6 6.3 8.4 8.6 7.0

Operations
1. Agrregate target achievment
Sales target achievment 1 12.6 15.8 0.0 7.3 23.7 3.7 0.0 0.0 7.2 3.2
2. No.of promoters meeting targets

100% adherence.
- Weekly tracker of
Agreed reports to be circulated to all stake timeliness of reports to be
Reports 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0 10.0
holders on agreed frequency sent
- Daily reports should be
sent daily
Improvement in Promoters :
Each supervisor
1. Sales achievment
performance as a trend NA NA NA NA NA NA NA NA NA NA
2. Time reports
analysis
3. Outlet coverage
Current Challenges

Major Challenges

 PJP Diversion
 Training as per schedule
 Salary: USL Vs. Competition
 Holidays on Festivals
 Travelling Allowance
 Incentive Schemes on performance.
 Permission Issues at Outlets