How Greenply’s Singapore cruise kept top performers on board

When one of the country’s major manufacturers of building products wanted to maintain their top dealers’ loyalty, they chose a cruise from Singapore to Indonesia. Shekhar Niyogi reports

 

Greenply Industries, a premier manufacturer of plywood, interior infrastructure products, laminates, building and flooring products, has five manufacturing centres, 48 offices and a dealer network in 300 cities and towns through 12,000 distributors, dealers and retailers.

This year they decided to reward the best of them by taking them on trip to Singapore followed by a cruise on the high seas.

Manoj Saraf, managing director of Gainwell Enterprises, who has been working with Greenply Industries for many years and organized incentive group tours for the corporate client, said: “Greenply is a dealer-centric organization that assigns great value to nurturing its dealer network and prefers south-east Asian destinations for dealer incentive tours. We took utmost care to choose very selectively the restaurant and food options in Singapore as well as on the cruise. The guests were extremely satisfied.”

The 38 top performers were chosen to travel by Silk Air from Kolkata to Singapore and upon arrival checked in at Fort Canning Lodge, a popular hotel in the centre of the city. After an early morning check-in, the morning was left for relaxation and leisure followed by lunch at an Indian restaurant. In the afternoon, the guests were transported to the Merlion, the iconic symbol of Singapore at the waterfront and then proceeded to Gardens by the Bay where they witnessed the flower and cascading water show. Dinner was served at an Indian restaurant.

On day two, after breakfast at the hotel, the group was transported to the Universal Studios theme park for day-long activities within the familiar cinema environment with sets and characters from popular movies. At 9.00 that evening the group boarded the luxury cruise liner, Genting Dream, which home-ports in Singapore during the sailing season in the winter months. After an overnight stay in their inside stateroom accommodation with entertainment and meals on board, on day three the cruise sailed to Bintan Island in the western tip of Indonesia. Various entertainment and team-building activities were organized on board and the group participated with complete attention and the space confinement made bonding easier. On day four, breakfast was enjoyed on board and the ship docked in Singapore at 10.00 am. After disembarking from the cruise vessel, the guests were transported to the popular department store, Mohammad Mustafa Shamsuddin, in Little India area of Singapore for shopping. Later lunch was arranged at an Indian restaurant. In the evening the delegates were transported to Changi Airport for their return flight back to Kolkata.

A Greenply spokesperson said: “The cruise experience was much to the dealers’ delight. Our objective was to reward and motivate or dealers who have worked hard to achieve highperformance targets and we wanted to make them feel special and valued. We achieved that and expect even better performance and loyalty to our brand from our close channel partners in the years to come.”