Finolex Cables Ltd, the flagship company of the Finolex Group, was established in 1958 in Pune. Today, it is India's largest and leading manufacturer of electrical and telecommunication cables with a turnover in excess of Rs.16 Billion (about US $ 320 million).

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Suneratech | Case Study
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Finolex Cables Limited

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Introduction
Finolex Cables Ltd, the flagship company of the Finolex Group, was
established in 1958 in Pune. Today, it is India's largest and leading
manufacturer of electrical and telecommunication cables with a turnover in
excess of Rs.16 Billion (about US $ 320 million).

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BUSINESS CHALLENGES
The brand was spending a substantial percentage of their marketing budget In
building dealer- and electrician-loyalty programs, however this process of
‘purchase-based loyalty and incentives’ was manual. This led to several challenges
like incentives not being redeemed on time, channel partners Eating into loyalty of
electricians, high cost of incentive delivery, etc. They could not leverage these
manual loyalty programs to build a sustainable engagement program with
electricians and increase the ‘influencer delight’ factor. They were looking for an
alternative solution to build and sustain customer engagement on an ongoing
basis.

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THE SUNERATECH SOLUTION
• Increase market share of the SKU by targeting consumers through a novel on-
product campaign.
• Sustain the uplift in sales by targeting electricians via their mobile devices, with
a strategic direct marketing campaign (SMS campaign).
• Build a comprehensive influencer profile database to facilitate
direct connect with electricians.

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RESULT
• 5% Sales Increase: Consumers repurchased after receiving a targeted
Promotion message with instant reward specified.
• 100000+ Loyal Electricians: Finolex now runs a highly effective and India’s
largest electrician loyalty program.
• Business Decision: meltag® provided relevant analytics to make accurate
And quick decisions.

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MANAGE FEATURES
Electricians were instructed to follow promotional on-product instructions and
enter a code via SMS. Each time the code was entered, the individual’s
mobile number got enrolled with the brands. The numbers were called by
BPOs and the profile of the number holder entered into the database. Every
quarter, the registered electricians were rewarded with mobile recharges or
cash as incentives.

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