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