SOP: Design, Implementation and Monitoring of

Product Marketing Schemes / Special Offers

SOP ID:

Process Owner:

Version

Designed: Deepak Prahlad

Date: 20.07.2006

Agarwal
1.0

Reviewed: Sukumar K/P L

Date: 1.08.2006

Natarajan

Approved : Sukumar K/P L

Date: 1.08.2006

Natarajan

Function

: E & HNI BU

Level 1: Product Management

LOB
: Post Paid

Level 2: Marketing Strategy & Policy

Level 3:

TATA TELESERVICES LTD.

Standard Operating Procedure
For

Design, Implementation and Monitoring of Product Marketing Schemes /

Special Offers

Kindly mail your requests for any change you suggest or for your feedback on process to:
Process Feedback/RBU/MUM-WOR/MH/TTSL

ID:
Version: 1.0

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Version Tracking
Version
1.0

Description
Completed
document

Date
01/08/2006

Designed by
Deepak Prahlad
Agarwal

Reviewed by
Sukumar K/P L
Natarajan

Approved by
Sukumar K/P L
Natarajan

Issue and Comments Log

ID

ID:
Version: 1.0

Issue/comment

Raised by

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Date

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Contents
1

GENERAL............................................................................................................................................... 4
1.1
1.2
1.3
1.4
1.5

OBJECTIVE......................................................................................................................................... 4
START/END POINTS............................................................................................................................ 4
SUB PROCEDURES............................................................................................................................. 4
RELATED PROCESSES/SOPS.............................................................................................................. 4
OWNERSHIP....................................................................................................................................... 4

PROCESS DESIGN BASES................................................................................................................... 5

2.1
2.2

KEY PERFORMANCE INDICATORS......................................................................................................... 5

BUSINESS RULES............................................................................................................................... 5

DETAILED OPERATING PROCEDURES.............................................................................................. 6

GLOSSARY OF TERMS......................................................................................................................... 7

PROCESS OVERVIEW (FLOW CHART)............................................................................................... 8

DESIGN, IMPLEMENTATION AND MONITORING OF PRODUCT MARKETING SCHEMES / SPECIAL

OFFERS BY EBG........................................................................................................................................ 8
5.2
DESIGN, IMPLEMENTATION AND MONITORING OF PRODUCT MARKETING SCHEMES / SPECIAL
OFFERS BY HNI BU................................................................................................................................... 9
5.3
DESIGN, IMPLEMENTATION AND MONITORING OF NEW HANDSET LAUNCHES.............................10
5.1

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LIST OF ANNEXURE............................................................................................................................ 10

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1 General
As a Business Unit there are multiple product offerings and special promotional offers which operate in
the market, but currently there is no structured process for tracking the success rate of the initiatives.
This process aims to streamline the launch process of ALL new offerings and special promotional offers
and would facilitate tracking of the performance of various schemes / offers.

1.1 Objective
To assess the rate of success of new product launches, special schemes/offers initiated at various
intervals
MARKETING
To effectively initiate, launch and monitor new product introductions in the market
To effectively initiate, launch and monitor special product offers/schemes
NEW PRODUCT LAUNCHES
Content and flow of product launch document / scheme or offer note

1.2 Start/End Points

Trigger:
Launch of any new product, special offer or scheme
End:
1. 15 days of launch of new product and monthly tracking for 3 months, thereafter to be reviewed by
Marketing on a routine basis
2. Daily monitoring of special offers/schemes for the first 15 days to initiate corrective measures then
periodic till the closure of the scheme period
3. Review as decided by the Process owner (scheme initiator) to measure effectiveness as per
defined metrics

1.3 Sub Procedures

New Product Launch note
Scheme / special offer product note

1.4 Related Processes/SOPs

N/A

1.5 Ownership
Process owner under the Business Unit and the BU Marketing

2 Process Design bases

2.1
S. No
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Key Performance Indicators

Parameter

Measure

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Benchmark

Generator

Responsible

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System/manual
1

New Product launch

Scheme / special offer

2.2

Achievement %

100%

System/manual

Process
owner / Ops
Planning

90%

System

Marketing

Business Rules

S. No
1
2
3

5
6
7

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100% fault free as per

launch template

Business Rules/ Requirements

Must Have

ALL new product launches to be done ONLY

after completion of new product launch checklist
& New Product / Tariff Launch Template
ALL new product schemes/offers to be
approved only after conformance to the launch
checklist
ALL schemes/offers which are not GOLD
standard may be launched with the approval of
the Head of Marketing of the BU
ALL scheme/offer extensions beyond the
originally approved period may be done by the
Process owner subject to formal approval by the
BU Head within 15 days
Effective Launch Communication by Process
owner to ALL key stakeholders at least 12 hours
prior to launch
Product training to be completed within 7
calendar days of product/scheme launch
Time based Projected sales figures/outcome

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Nice to
have

Approved By
P L Natarajan

Yes

P L Natarajan
Yes
P L Natarajan
Yes
P L Natarajan
Yes
P L Natarajan
Yes
P L Natarajan

Yes
Yes

P L Natarajan

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3 Detailed Operating procedures

Trigger/Frequency:
New product offering or special scheme to be launched based on market requirements
Duration:
As decided by Head - Marketing
Steps: I
Gold, Silver and other standard launch classification to be decided by Head - Marketing

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Origination
o Concept Note to be prepared [include Objective + circle wise targets]
o Financial implications to be considered
o Approvals to be obtained from [Finance, BU, Regulatory]
Background
Competitive scenario
Current Situation
Proposal with timelines
Expected results
Financial Impact
Execution
o Sends request to IT for Backend configuration [UAT request]
o Check with Operations Planning (logistics) to ensure stock availability
o Call centre to be updated about necessary details of product/schemes
o Internal Communication to all concerned stake holders [schemes, payout slabs, clawback]
Operations Control
o Ensure Standardization of services provided through uniform communication
o Process owner to inform ICOMS team for configuration of new product/scheme payout
structure
Review performance
o Process owner to define metrics for MIS to track target v/s achievement
o Review of implementation of product/scheme IT to provide MIS as per BU requirement
o Process owner defines Announcement of FOS schemes by whom, when
Process Owner to maintain original product/scheme documents with necessary signoffs/approvals.
Copy of same documents to be given to operations planning support for filing/audit.

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Step: II
Approval Matrix for ALL New launches, Schemes/Offers
EBG
New Tariff /
New
existing tariff Product
line
Finance
BU
CRA
*
Legal
*
Technical
Optional
SCM
*
CC
Info
Collection
Yes
NPSC
DIC
*
Device Support
*
Mar Com
Info
Yes- taken as a
RA
part of UAT
Yes- taken as a
IT
part of UAT

HNI
New Tariff / existing
tariff
Corporate
Yes
*
Optional
*
Info
Yes
*
*
Info
Yes- taken as a part of
UAT
Yes- taken as a part of
UAT

New
Product
line

NPSC

HANDSETS
Handsets - needs procurement
Corporate finance
Yes
*
Deemed approved- SCM to take
Support function
As per handset testing process
Info
Info- to be informed by SCM
Info- to be informed by SCM
Info
Yes- taken as a part of UAT
Yes- taken as a part of UAT

4 Glossary of terms
S. No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14

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Term

Description

BU
CRA
SCM
CC
DIC
Mar Com
RA
IT
UAT
EBG
HNI
NPSC
FOS
ICOMS

Business Unit
Companys - Regulatory Authority
Supply Chain Management
Customer Care
Drive India
Marketing Communications
Revenue Assurance
Information Technology
User Acceptance Testing
Enterprise Business Group
High Net worth Individual
New Products Services Council
Feet on Street
Integrated Commission Management System

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5 Process Overview (Flow chart)

5.1

Design, Implementation and Monitoring of Product Marketing Schemes / Special Offers by

EBG

Process Owner

Design, Implementation and Monitoring of Product Marketing Schemes / Special Offers by EBG

Send documents
to NPSC for
approval

New Product Line

Start

New product/
scheme launch
decided

Get Approval

Type of product
Launch New
Product/tariff

Stop

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Receives
documents

Gives approval

Receives
documents

Gives approval

Receives
documents

Gives approval

CC/Mar Com

New/Existing Tariff

Receives Info of
new product/
scheme

RA/IT

Technical

Collections

Finance

New/Existing Tariff

Receives
documents

SCM takes
approval as part of
UAT

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Gives approval

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5.2

Design, Implementation and Monitoring of Product Marketing Schemes / Special Offers by

HNI BU

Stop

New product/
scheme launch
decided

Collections
Technical
CC/Mar Com
RA/IT
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Type of
product

New Product Line

Send documents
to NPSC for
approval

Get Approval
Launch New
Product/tariff

Stop

New/Existing Tariff

Corporate
Finance &
CRA

Process Owner

Design, Implementation and Monitoring of Product Marketing Schemes / Special Offers by HNI BU

Receives
documents

Gives approval

Receives
documents

Gives approval

Receives
documents

Gives approval

New/Existing Tariff

Receives Info of
new product/
scheme

Receives
documents

SCM takes
approval as part of
UAT

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Gives approval

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5.3

Design, Implementation and Monitoring of New Handset Launches

New handset
launch decided

Sends documents
for approval

Receives
documents

SCM take
approval from
technical team

C ollections/
M ar C om

Receives
documents

Receives Info of
handset

CC

SCM

Start

T echnical

C orporate
P rocess O w ner
Finance & C R A

Design, Implementation and Monitoring of New Handset Launches

Approval to be
taken as per
handset testing
policy

Get all Approvals

Launch New
Handsets

Stop

Gives approval

SCM takes
approval from
Technical team, RA
& IT as part of UAT

SCM gives product

inforamation to
DiC & Device
Support Team

Technical team
gives approval

6 List of Annexure
1. New Product Launch Note Template.
2. Launch checklist for Gold standard and ALL new product launches.
3. New product performance tracker daily sales tracking, Scheme performance tracking target v/s
achievement data analysis.

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