I Lead (ABM Case let)

You are Rahul, working as ABM based at City 1 with 5 TM HQ in which one territory is pool territory.
You have been a consistent performer meeting the desired performance standard from last two FY
year. In this financial year the performance remained same, you are at 99% target achievement with
13% growth.

Deficit /
ABH HQ Name HQ Name FY 20 Gr MNP Ytd Base Ytd Tgt Ytd Ach Ytd %Gth Ytd %Ach Ytd YPM SOP
Surplus
City 1_R4 City 1 12% 2 172.5 197.7 202.6 17.4% 102% 11.3 1.0 5.9
City 1_R4 City 2 3% 1 60.8 57.6 49.9 -18.0% 87% 5.5 0.0 -8.6
City 1_R4 City 3 9% 1 102.7 126.2 139.0 35.3% 110% 15.4 1.0 11.9
City 1_R4 City 4 11% 1 73.2 85.3 70.9 -3.1% 83% 7.9 0.0 -12.4
ABM Unit 9% 5 410 466.9 462.5 13% 99% 10.2 -3.3

It Q3 ending and you are at 99% of business achievement while clocking 13% growth on last FY20.
Overall performance for PPP portfolio has been good so far, you were able to achieve 99.7% of PPP
target, City 2 is the only one territory not achieving the target with just 67% achievement. NI
achievement for you is 121.85% with good contribution from City 3.

Your performance has improved month by month and where in your strategy to build customer base
has paid off. Q1 was spend in increasing the customer base for PPP brand and from July in building
the prescription for NI. However, from October onward you have seen an increase in competitor
activities especially at your core doctors. They have launched new product (competition to brand A)
and are hitting your core doctors.

Span of performance (SOP) in your team is just 50% in which two HQ City 1 which is a pool territory
(TM Vinay and Swati) is at 103% target achievement and City 3 (TM Ajay) is at 109% achievement.
Two HQ City 2 (TM Hitesh) and City 4 (TM Ashish) are at 85% of target achievement. Where you City
2 was vacant from last 7 months and just got filled in the month of October. These two HQ are
pulling your performance down.

1. City 1 (Mr. Vinay, Ms. Swati): City 1 is pool territory, and a performing territory till October.
In November business dipped but team was able to maintain the business in Dec and closed
at 96%. Apart from overall target achievement, region is doing good in PPP and NI. City 1 is
also your HQ (ABM), thus RBM has high expectation from this HQ. He wants that this
territory should be in the top 5 HQ selling NI. In this year spend of Customer engagement
was low in the territory and RBM has asked you to submit the plan on same. City 1 has a two
big corporate hospital, both managed by Vinay, where he enjoys good relation and major
contributor to the business.

2. City 2 (Mr. Hitesh): This is critical territory for you, which was vacant for last 6 months, it got
filled in the month of November. Hitesh (TM) who joined is quick learner and hardworking
he is meeting the all the lead parameters. However, business is still struggling, and you have
lost many A+ customer and negligible customer engagement initiatives have been done in
this FY year. December has seen a slight improvement above the average business. You
 consider this to be because you and your RBM were able to convert two top doctors in the
month of November, which got reflected in the December business

3. City 3 (Mr Ajay): Territory performance was good in the month of December 106%. City 3 is
also the highest YPM territory with 15.6 lac, which is also one of the top YPM across country.
There have been many customer engagement initiatives take by Ajay in these territories.
Post an international speaker program (digital) you were able to add few new customer
(who were previously prescribing for competition). There is a medical college which is one of
the important accounts, for you. Recently Ajay has reported that competitors are active are
trying to engage doctors. There has been no conversion reported as of now, but Ajay has
shared the concern and asked your support in this case. You are little worried as you know
that you have given high targets to this territory looking at potential, however, you foresee
decline in business due to high competition activities around.

4. City 4 (Mr. Ashish): Overall achievement of the territory is not as expected and is showing
negative business trend. December achievement (81%) was even low than the YTD
achievement of the territory. There is a deficit of 12 lac from the territory, you also tried
engaging the top KOL via academic sponsorship and other engagements, but result have not
yet achieved, now apart from business number your next concern is the ROI from the
territory. Your RBM has suggested you spend time in territory and identify what is the root
cause.

A review has been called by your RBM in which he has asked you to share the plan for next quarter
in which he has asked you to come with your key priorities and actions planned for them.

During your last quarterly review your RBM has advised you to focus on his key customers as in last
six month there has been negligible customer engagement and the external data has also shown
significant decline in market share of Key PPP product.

Create Detailed Plan for your four HQ, keeping in Focus the Key priority, for support attached the
Data

1. SOP File/Lag parameters