Page 23 - Q3 GI/J&J Newsletter, 2019

Promoters Corner

I feel glad and proud in handling the In-Store
Promoters because they play a vital role in engaging the Captured Moments 
consumers through brand briefing. They are stationed in
the outlet more than anybody else does and understand
the complexities of the consumers with most appropriate
convincing strategies to avoid diverting them to the
competition. Imagine the stress and the efforts which the
promoters undergo by standing continuously for 6 to 8
hours and supporting our STT by creating uplift in off-
take. Sometimes the consumers are rude and they do
not like interference but the ISPs has to manage all the
situations regardless whatsoever the behavioral
conditions may prevail.

We hold a great talent of Promoters who follow the
three C’s – Connect, Communicate and Convince. We
also ensure to provide them enough knowledge on
product portfolio and advantageous of the respective
brand by age group, by skin type and on staying fresh
concepts. Baby range is a difficult segment since it is
sensitive to convince the new moms because of their
concerns and half-knowledge getting communicated
through different sources such as friends, social media
and also not to forget The Guru (Google). Here is the
time when proper guidance, coaching, briefing and
communication will help us to achieve the buy-in of the
consumers.

However, GI/J&J Division is the only company
incentivizing the ISPs on Quarterly basis with cash
rewards followed by grand lunch. This builds motivation
and increases the energy level of the promoters to
perform even better than the previous month. At times it
also helps us in requesting them to work for additional
hours with the same pay. Finally, the scorecard does not
highlight their names but the amount of hard work they
apply can reflect in their DSR and Whatsapp Groups
which has been created to measure their work on day to
day basis and understand the critical questions which
they come across from various consumers. I wish good
luck to the entire ISP team and urge the sales team to
extend their support wherever whenever required.