Trade Marketing Product Development

Kiran Kumar Nangunoori

Mobile No: - 669-***-****

***.*****@*****.***

Objective: - Aspiring to be a result-driven and looking forward for new challenges in Trade Marketing, NPD, BTL, ATL, Sales and Distributions using my diversified strong domain experience, personal traits of positive attitude, creativity and perseverance to accomplish the objectives.

EDUCATION

MBA (Marketing) –Sept 2003

PROFESSIONAL SUMMARY

●A Highly Creative Marketing Professional with nearly 15 years of experience in New Product Development, Trade Marketing,Branding & Promotions, Sales & Marketing, Market Research & Media Planning.

●Experienced in NPD,brand building, utilizing advertising, events, activities, conducting various product promotional activities for raising product acceptance & profitability.

●Results-oriented MBA-level marketing professional with significant and progressive experience boosting sales, cutting costs, and fostering motivation among sales and marketing teams; proven track record with both numbers and employees managed by showing 40% to 50% productivity improvements.

●An exceptional problem-solver and decision maker with diverse experience in sales, marketing, and all aspects of product launch events.

●Strong leadership qualities/manager/motivator of personnel with unsurpassed interpersonal skills and experience managing small and large sales and marketing teams.

●Enthusiastic communicator with proven analytical skills to develop detailed analysis and Mis - reports.

●Computer-literate performer with extensive technical proficiency covering wide range of applications and platforms, including MS Office.

CORE COMPETENCIES

Brand Management

●Framing strategies in coordination with Product Managers for establishing greater awareness about company & its products; building brand focus in conjunction with operational requirements.

●Utilizing market feedback & personal network to develop marketing intelligence for formulating plans (both strategic/ tactical) for the brands.

●Developing and implementing strategies that increase product awareness, and strengthen brand loyalty.

Product Promotions & Launches

●Implementing sales programs/strategies to improve the product awareness in markets by brand building and market development efforts.

●Devising activation plans, leading agencies and internal team members to execute all communication activities and public relations viz., marketing materials, advertising, marketing campaigns, press releases, BTL activities, ATL activities, incident room artworks modification & legalities, etc.

●Executing all in-house advertising activities which include developing campaign strategy, roll out plans and evaluation while handling brand management & corporate communication activities.

Sales and Marketing

●Conceptualizing and implementing innovative plans for accomplishment of pre-designated targets from the assigned territories.

●Forecasting monthly/annual sales targets and executing them in a given time frame thereby enhancing existing clientele.

●Identifying prospective clients by extensive study of market trends and demand & supply analysis and mapping requirements adding to business growth.

●Implementing trade promotion schemes to increase sale through various push strategies.

●Managing and motivating the team assigned and guiding them to achieve the desired results.

EXPERIENCE

RELIANCE RETAIL - FASHION AND LIFESTYLE.

Oct - 2019 to March -2022

Heading Marketing for fashion and lifestyle business for - 250 Stores.

Achieve Footfall targets via store wise.

Achieve targeted loyalty sales.

Responsible for ATL, BTL & Digital Marketing activities.

Plan and execute promotions aligned to the marketing plans at regional level

Manage and implement promotions and brand awareness activities to retain and attract customers.

Devise system to capture customer response.

Handling Customer complaints.

Analyse data of internal business, competition and market.

Plan and coordinate launch plans for new store opening.

Plan and Adhere to Process Calendar.

Execute promotions specific to Footfall.

Provide analytics on results of promotional campaigns

VVD SONS – BRAND MANAGER (Marketing – New Product Development)

Feb 2016 to Sept 2019

●Analyzing consumer behaviors to conceptualize region wise volume projections for hair oil & hair care product categories.

●Analyzing current and past industry trends, market competitiveness of hair oil & hair care products.

●New Product Development – Product, Packing, Pricing & Market Launch.

●Conceptualizing consumer promotion schemes (covering the objective, mechanism, merchandise etc).

●Evaluating the feasibility of co-promotion by tying up with external agencies.

●Consumer Complaint Addressal interact with customers to identify the root cause of market complaints; Coordinating with various departments / functions for addressal of consumer complaints.

●Market research to obtain first hand consumer insights on hair oil & hair care products.

●ATL & BTL – Budgeting via Brand wise.

●Planning & Executing marketing strategies and campaigns

●Acting as liaison between suppliers, internal product managers for smooth implementation of projects

●Contributing and developing long-term marketing plans and strategies

●Work with the in-house or external designer to produce materials of visual impact and within brand guidelines

●Work with industry analysts and PR firm to build brand presence and recognition

●Responsible for event management (road-shows, trade-shows, solutions fairs, company-sponsored events)

●Create and manage company’s brand image and consistency

●Support Brand team in establishing consumer connect prints.

●Create alternate channels for product sampling for product tester and acceptance.

●Evaluate OOH medinas for brand visibility

●Promote brand awareness by participating in exhibitions, events and B2C events.

●Cost effectiveness and cost control across all areas of activities

●Learning the radio medium for on ground activities and event and BTL participation.

●Competition Understanding

●Keep a track of all competition activities

●Execute the Brand plan

●To work closely with Product Manager in executing brand plan to achieve business objectives

●Activity to be tracked and learning’s to be circulated

●To provide inputs to improve planned activities

●Review and report performance of every brand level activity

●Cross promotion and Tie UP's

●Recommending events specific to brand / product category / season.

●Coordination with multiple Vendors for successful implementation of the annual marketing calendar and brand plan

●Executing and implementing the ATL & BTL plan in co-ordination with respective agencies.

●Developing, executing, monitoring and evaluating strategy to deliver on business and brand objectives.

PepsiCo India Holdings.

May 2012 to – Jan 2016.

Role :- Will support and execute the Trade Marketing, Key Accounts initiatives, Event Managements and Retail Initiatives in line with the business plan.

1. Business Development

oKey Accounts

Relationship and Alignment, Setting up calendar for spends

Controls on Marketing spends and Agreements on A&M

Coordination, tracking and sharing of learning with frontline CE’s

Proactive initiative in KA to gain marketing mileage through A&M spends

oNew Product Agenda

Track on town mix of new products and packs launched

Check KPI’s on Strike,Drop,display warm and cold/ signages

Market Place reactions – Track Competition reactions

Launch Conference /Ensure POS/Collaterals dispatches on time

oPresence Agenda

Draw up the Index

In coordination with TDM draw out Installation Plan.

Execute Plan(AOP)

2.Events

•Have a calendar of events in his market and the necessary support needed

•Strategies maximum gains by identifying opportunities

•Provide support to Sales team during the event

•Analyse key Learning on Events and Promotions on Spends, Achievements, Things to be avoided and way forward

3.Market Initiatives( Retail, Channel, Rural / By lane)

•Ensure Collaterals reach on time

•Ensure list of accounts, enrollment efficiency and use Sales Club evaluator to audit

•Works on go forward for coverage in Rural areas with ADC and keeps a track of thrust.

•Executing signage’s/push creativity with vendors/identify key stretches

•Track spends brand wise/vendor wise/activity wise/TDM wise

4.Vendor Management

•Adherence to Vendor Management system listed by the Company.

•Build Alternative vendors.

•Understand vendor costing of activity /audit bills for payment/periodic reconciliation with vendor/Vendor Code Creation, Billing & Payment in SAP.

•Custodian of Marketing goods / tracking/coordinating.

Parle Agro Pvt Ltd.

State Marketing Manager

Sept 2007 – April 2012.

●Product Launches.

●Forecasting with retail operations on the increase in sales during the promotions.

●Ensuring that the entire image building strategies/exercise is implemented in all the Retail stores and in all the locations.

●Liaison with Media Agencies/Consultants to develop appropriate theme board/communication methodology in line with concept objectives.

●Brand wise Merchandising for GT.

●Ensuring that all communication material required for the promotions is sent to the territories within the time frame specified.

●Recommending events specific to brand / product category / season.

●To ensure all aspects of imaging - visuals, banners, posters, shelf takers are in line.

●To conduct periodic market research to study the effectiveness of the media campaign and with respect to the money spent.

●Allocation of Brand wise Annual Marketing Budget.

●Co ordination with multiple Vendors for successful implementation of the annual marketing calendar and brand plan

●Executing and implementing the ATL & BTL plan in co-ordination with respective agencies.

● Developing, executing, monitoring and evaluating strategy to deliver on business and brand objectives.

●MERCHANDISING.

In-shop Visuals. / POS / Shop Signage.

●OUTDOOR MEDIA.

Hoardings / General stores & highway branding / Wall painting / Shutter Painting / Bus / Train Panels / Vehicle Painting / Traffic Signage’s.

●Tracking Weekly Competitors data & reporting to BH & HO.

●Payment Processing/New vendor code creation/Approvals/Negotiation of Rates with Vendor/Sampling Approvals/MIS.

Frito Lay – PepsiCo India Holdings Pvt Ltd.

Project Associate for South India –Mar 2005 to August 07

● First candidate to get recruited into Frito Lay in spite of being from a UN grades Business School.

● Organized events for Kurkure (Kurkure Masti Mela) to increase sales and brand awareness among the consumers in South India.

● Organized Home to Home in Lehar & Kurkure in AP & Karnataka (Briefing Promoter regarding the Call Construct and Roll Out).

● Launching of new products.

● Creating the Brand image.

● Bringing awareness to the customers regarding the products.

● Execution of projects as planned by the Management.

● Road Shows, In shop Promotions.

● Finalize the vendors and supplier for execution of project in consultation with Management.

● Negotiate with vendors and supplier.

● Sourcing new vendors & suppliers on regular basis.

● Develop field executives and supervisors.

● Submission of all reports in time.

Achievements: -

●40% Productivity in Home to Home (Lehar).

●50% Productivity in Home to Home (Kurkure).

Fresh & Honest Café Ltd.

Product Executive - Bangalore

Oct -2003 to Feb - 2005

●Plan and manage all marketing activities Execute and analyze the success of marketing campaigns and advertisements with suitable benchmarks

●Tracking and managing progress of multiple product development projects.

●Designing & implementing marketing strategies for the products/group of products.

●Will be responsible for designing promotion campaigns & BTL activities for the allotted product range.

●Launch of new products and promotional ideas to improve sales.

●Handling day-to-day operations on any given product.

●Independently handling all below the line operations.

●Monitoring, analyzing and reporting brand, category and competitive activity via monthly reports.

●Coordination of Product Launches with Sales, Training, Logistics and other internal departments.

●MERCHANDISING.

In-shop Visuals. / POS / Shop Signage.

●OUTDOOR MEDIA.

Hoardings / General stores & highway branding / Wall painting / Shutter Painting / Bus / Train Panels / Vehicle Painting / Traffic Signage’s.

●MEETS/ EVENTS.

Launch Events / Road Shows / Counter sales person meet / Exhibitions.

●SAMPLING.

Coffee/Additional Products.

●EXECUTION METHODOLOGY.

Standardization of Specifications / Standardization of Rates / Vendor Registration form / Enquiry Format / Purchase order Format / Monitoring process for work executed / Approval Format /Payment Procedure / Control Mechanism / MIS.

●PROMOTIONAL ACTIVITIES

Scribbling pads / Pens / Paper Inserts / Bags / Gift articles / POP items.

●BRANDING

Liaison with branding/market research team / Brand communication (standardization)

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