|
Role |
Objectives |
Key Performance Indicator |
Unit of Measure |
KPI Classification |
Operational Definitions |
|
To capture customer's articulated and unarticulated needs for the premium product category & converting these insights into differentiated products and / or services, communicating the same to target customers and influencers, thereby building customer preference for CEAT leading to sales and profit delivery across BU |
Build customer preference for CEAT premium products leading to enhanced sales and market share |
Net Sales delivered for premium product category |
Rs. Crore** |
Output |
Net Sales Value in for all categories for CEAT |
|
% Replacement Market Share in premium product category |
% |
Outcome |
Share of market in replacement |
||
|
Future purchase consideration and imagery (select categories*) |
% score |
Outcome |
A measure achieved from a monthly sample consumer survey of association on key questions on consumer choice and consumer imagery of the brand |
||
|
Build consumer value proposition for CEAT premium products, thereby, delivering profitability of replacement business |
Gross Margin (across Business units) for CEAT |
GC/Net sales |
Output |
GC % across all Business Units |
|
|
Demonstrate the benefits of our range of products to our customers and influencers to shift customer preference towards CEAT premium products in the category |
Consumer & Influencer contact program development and execution as per plan |
% adherence |
Input |
Development and review of the program that impact consumer and influencers. Develop plan as part of Annual planning exercise and review the same against the plan |
|
|
Creative media execution as per plan (select categories*) |
% score |
Input |
Effectiveness of advertise against the objective of the campaign and plan |
||
|
Deliver Long term and annualized customer demand plans for the premium product category to ensure timely availability of products |
Long Term Demand Planning (LTDP) - Preparation and completion as per timelines |
Yes / No |
Input |
Demand planning exercise for 5 years horizon done once in a year to ensure capacity and investment planning |
|
|
Annual Planning - Preparation and completion as per timelines |
Yes / No |
Input |
Marketing annual operation plan exercise to review |
