FMCG Brand management, ATL, BTL, NPD, Market and Consumer Research

HARSHIT SHUKLA

BRAND MANAGER

Core Sales and Marketing Management Professional with 8 years of experience Acknowledged for strengthening companies to lead in highly competitive markets and delivering innovative sales and marketing strategies, thereby delivering the desired sales figures within timelines

****************@*****.*** +91-828*******

SALES & MARKETING BRAND MANAGEMENT TRADE MARKETING ATL/BTL NEW PRODUCT DEVELOPMENTAND LAUNCH

BUDGETING AND YEARLY PLAN MARKET AND CONSUMER DATA ANALYTICS CONSUMER RESEARCH AND MARKET RESEARCH BRAND INNOVATION MEDIA PLANNING GO TO MARKET QUANTITATIVE AND QUALITATIVE RESEARCH SPECIALIST

Associated as Brand Manager

with Wings Biotech

Personal Details

Date of Birth: 31st May 1987

Language Known: English, Hindi

Mailing Address: D2 Saket,

Saket Metro Station, New Delhi

Educational Qualifications:

MBA in Marketing,

BITS PILANI 2012-2014

B. Tech in Electronics and

Communication 2006-2010

Jaypee University of Information

and Technology, Solan (HP)

IT Skills:

Data Analytics, MS Office,Power

Points,Excel,SFA Implemetation,DMS

Noteworthy Accomplishments:

Acknowledged in annual meet of Aditya

Birla Group Ultra Tech business, for

presenting actionable insights in the areas

of rural sales and distribution of Ultra Tech

Cement

Acknowledged for achieving the highest

growth rate viz a viz to last year in focused

brand of RSPL group that is Xpert Dish

wash Brand

Awarded a certificate of merit for

delivering the maximum revenue being

the President of Management Association

of Birla Institute of Technology, 2012-2014

Consumer research through quantitative

and qualitative approach to understand

Profile Summary

Seasoned Brand Management Professional with over 8 + years of experience with 7 + years in Soaps and Detergents, Toilet Soaps, Dish wash, Tea in FMCG Industry; Experience in understanding the business need of the management, thereby designing the most optimum business plan covering the push and pull strategies implementing the 360 degree plan to achieve the value and volume targets in decided t imelines .

Merit of working with top-notch organizations entailing JAYPEE GROUP, ADITYA BIRLA GROUP ULTRA TECH CEMENT,RSPL GROUP GHARI INDUSTRIES, RAJ INDUSTRIES

Achieved top-line targets (volume and value) with eye on profits; Maximizing the sales of the brand covering Trade Management that is Trade Schemes,SKU assortment,Infra Structure development, Managing the channel partners, New State Launch, New Product Development, Sales Force Automation and DMS implementation, Dealer targets and Incentives, Sales Training and Performance based incentives linked to daily working and successful implementation of trade Schemes

Full responsibility of activating the consumer end to maximize the off take of the Brand ie Branding. Understanding the consumer needs from the product, Consumer research, NPD,ATL ( TVC production and campaign launch (annual and seasonal),Radio, magi and other local channels), Print Media (Newspaper ads creation, release, magazines, editorials)Digital Marketing(Campaign designing and release in Facebook, Google Ad words, Twitter, Linkedin, Website Banners),Media Buying and Planning(Selection of media plan with agency thereby achieving the desired SOVs,GRPs)

BTL: Activating the POP and POS points through innovative counters tops, retailer boards, shelf branding, schemes for retailer boys,dangers,display articles, counter covering and other branding goodies for retailers; Branding on the Move: Van Activity,Nukkad Natak,OOH,Hoarding,Bus Branding, Auto the consumer needs and gaps analysis.

Research like UNA study, Product

Packaging, formulation, taglines, color,

fragrance, RTB, Hot Button Research,

Concept Testing, Narramatics testing, etc.

through Questionnaires designing,

telephonic, Group and Conflict group

discussion, PI,. With Agencies like Ormax,

Nielsen and Millward Brown

Branding; Local Media like Cinema Slides, TV at Big Bazaar billing counters; Consumer Trials: Innovative Door to door Sampling and Product Demo, Canopy; Events: Trade Expo,Rural Haats and Melas, Mall Activation with consumer engagements like lucky draw,games; Sponsorship Opportunities like Kitchen ki rani, Punjab Master chef, Miss North India by Amar Ujala,

Gained extensive experience in FMCG, Foods and Personal Care with managing diverse channels like General trade; Modern Retail, Institutional & HoReCa supplies

Data Analytics on data of AC Nielsen and

IMRB to crack the market and consumer

end through analytical approach

GROWTH PATH

To get the best out of the brand consulting agencies like Lowe Lintas, ADK,Leo Burnette, Womb

Time Phrase Designation Company Location

Since Aug 2018

May 17- Aug 18

Brand Manager

Brand Manager

Wings Biotech

Raj Industries Ltd/ENY

Pan India

Pan India

Aug 14- April 17 Assistant Brand Manager RSPL Limited Pan India Jan 14- Aug 14 Marketing Trainee Aditya Birla Group Ultra Tech Cements

HQ- Mumbai

May 10 -May 12 Instrumentation Engineer JAYPEE Group Noida and Andra Pradesh ORGANIZATIONAL EXPERIENCE

WINGS GROUP AUG 2018 – TILL DATE

BRAND MANAGER FOR HAIRCARE CATEGORY: BRAND HAIRSHIELD ANTI LICE, ANTI DANDRUFF, HAIR OIL, HAND SANITIZER, HEELMATE CRACKED HEEL REPAIR CREAM

ATL: Media Planning, Budget allocation, Brand Briefs and integrations with TV serials

Conceptualization of TVC concept, Script, Story Boarding, finalizing the Mother Campaign, Narramatics Testing and finally TVC shoot and Production, Multiple cuts for Various TVC.

Print Media Fresh Print Creative for Festival Season, channel partners requirements trade schemes and Consumer Offer, print plan and release dates to gaining maximum visibility.IRS & ABC data review and accordingly timely print advertisement release. Pan India leading newspaper geography wise Brand ads campaign is done.

POP/PS Adaptation according to the mother campaign, retailer scheme/ consumer offer and lucky draw offer.

Digital marketing & social media marketing-commerce channels & Content for the brands.

Brand, Category Strategy – basis consumer & market segmentation, Portfolio / Pricing strategy

BTL Campaign for Kumbh Mela at PryagRaj Up in 2019. Campaign name was “Divya Kumbh Bhavya Kumbh-”.

Brand built up and focus on rural India so secondary sales scheme is rollout for retailers.

New Product launch and category growth strategies for the products.

Successfully launched the new product in Pan India. Also worked for new product packaging and implementations.

Hair care products and new products launch launched in Pan India.

Brand CAGR increase by 8% to 14% and year on year growth is 39.68% for the financial year 2019-20.

Regular brand communications send to market to engagement of customers with the brands.

Ensure efficient utilization & tracking of all marketing efforts & spend initiatives, supported by clear ROI metrics New Product Launch & Noteworthy Achievements

Developed and successfully launched Hairshield Anti Dandruff Shampoo pan India, positioning it into a treatment and preventive cure for dandruff

Product reach is 40% of retail outlet during the 1st year of Product launch Pan India.

Primary and secondary sales of product is on high demand with repeat order of New Product launch.

Product combo with Innovative communication line is successful launched in market.

Post-launch Evaluation & review, identify the gaps, input requirements, channelize relevant stakeholders & highlighted to NSM to ensure sustained thrust in market.

Right TG, Communication material, Product story at the every stage of implementation & launching of product aptly supporting to each concerns departments.

Award received by Chief Minister of Haryana (Mr Manohar Lal Khattar) for Contribution in Oral and Hair care category in 2019.

NPD: Currently working on Hair Oil : Specialized Hair oil with power of Ayurveda and growth Inducing formulation RAJ INDUSTRIES LTD MAY 2017 –AUG 2018

BRAND MANAGER - NORTH 1(JK, PHC, HR, DL), NORTH 2(UP, UK, RJ, MP, BH) PRODUCT: Personal care, Detergents, house hold & laundry soap, Toilet and Beauty Soap in North and central India BRANDS: SUPER WHITE AND NJOY

Brand Size: 160 crore laundry care and 90 crore Toilet Soap Key Result Areas

PROJECT VISTARA ie Value Impact through Sales Transformation and Retail Engagement to Achieve Ambition

Responsible for the implementation of the Project VISTARA, Go to Market Project by Ernst and Young over a period of Jan 2017 to Nov 2017 giving impactful results in the areas of

Sales Force Automation

DMS Dealer management System

Infrastructure Development

Trade Scheme

Performance based Incentive Plan

Manpower Restructuring

Sales Force IT, Daily Working, Target, Dealer ROI,Incentive KPIs Training

Target Planning and Linked Trade Schemes

Opening New depots and State Launch

BIZOM DMS Implementation and training to dealers

Hybrid Distribution Model

PJP Planning, Daily, Weekly and Monthly Reporting Formats and Presentation

SKU Assortment

BRAND MARKETING

ATL Electronic Media

Conceptualization of TVC concept, Story Boarding,Fianliainng the Mother Campaign,Narramatics Testing and finally TVC shoot and Production, Radio campaign in JK,PHC and Rajasthan

Print Media Fresh Print Creative for Festival Season,channel partners requirements trade schemes and Consumer Offer, print plan and release dates to gaining maximum visibility

POP/PS Adaptation according to the mother campaign, retailer scheme/ consumer offer and lucky draw offer

Ideation, Prototype and pilot trial of Counter top rack to display the laundry and toilet soaps with branding on side walls over 500 retailers. The same was launched as a trade scheme as free article on purchase of 3 cartons.

Combination of hoardings, retailer boards, OOH, wall painting depending upon the town size to maximize the effect on sales.

Consumer Trials Combination of OTP based sampling through canopy and Door 2 Door sampling with product demo where in retailer family were made the target consumer for sampling so that retailer confidence is won and their wives become the opinion leader

Events Sponsored events like Miss North India organized by Amar Ujala under the category of beauty and wellness partner

Ground Activation in Trade Expo, Rural Haats and Mela like Khatu Shya ji,Pushkar mela, Punjab Saras Mela, Kurukshetra International Craft Mela,Rajasthan patrika Events, yatra at Mathura with a consumer engagement through Washing Zone, Changing Room and Selfie Zone with lucky draw

Activating the housing societies in UP through sponsoring the Holi Milan Samarah

Van Activity Interactive Audio Van with product branding to the city outskirts and areas where the dealers are not able to service thereby activating the acceptance of new brands at Whole sale Markets

SKU ASSORTMENT AND LAUNCH

Launch of Rs. 10 and Rs. 45 Super Value Tri Pack to compete against the Detergent bar category

Rs. 5 Trail pack for sampling and to club it with Rs. 10 bar as consumer promo offer in laundry soap category

Rs. 10 bar Toilet Soap Njoy with 65 gms offering in 3+1 value pack to compete in highly competitive and price conscious market of UP,UK

CONSUMER RESEARCH AND NEW INITIATIVES

Quantitative research over 90000 consumers to whom samples were given, with 30000 connected calls and 10000 successful feedbacks. Findings of the same were used to develop the hypothesis for loyalist, lapsers and repeaters, users, product attributes which liked like effective cleaning, soft on hands, fragrance.

Qualitative research between users and non-users through group discussions, conflict group and personal interviews to reach the final finding for mother campaigns, understand the users profile, their media habits and motivation to repeat the product

Development of Posters and packaging of Toilet Soaps with creative agency

Data Analytics and insights through industry reports of Nielsen and IMRB.

Setting up of consumer panels of 20 consumers each of users and non-users of the brand in PHC,Agra and Kanpur to continuous UNA studies, testing the offerings and changes in packaging

Appointment of Marketing Development Executives in Punjab, Rajasthan and UP for Stock Audit, Market Audit and successful implementation of trade schemes at shop floor. Also to supervise the BTL activities for maximum results and effective visibility

Dealer loyalty Programs like Raj Sona Chandi Schemes and international Trips for dealers on continuous achievement

Annual Planning for FN 2018-19: Yearly Topline targets, Growth rate to achieve, budgeting for the Brand, Scheme and Marketing Calendar, dealer target with quarter wise and annual targets, quarter wise forecasting and production planning.

Analysis of historical data to identify the town wise dealer wise growth vs competitor vs town potential

Lead a sales team of 300+ and a dealer distributor network of 900, identifying the top performers and motivating the team to achieve the desired management targets.

Vendor management of agencies BTL,Advetising agencies, Brand Consulting agencies, Promotional material production companies with negotiation to get the best out them in timelines KEY RESULTS

From a average sale of 900 tonnes a month, continuous sale of 1600+ tonnes was achieved during the period of June 2018 to Dec 2018.The sales in the states like RJ,HR and PB doubled with consistent sales growth of more than 60 %

Direct Retail coverage increased from 11000 to 23000 retailers with consistent billing every month

Consistent sale was achieved with only 10% drop in the states like Kashmir and Himachal in the peak winter season also. This was achieved mainly due to brand being highly retail based.

Average closing stock at the dealer points came down from 45 days to 15 days

Due to launch of Rs. 10 SKU Toilet soap, and linking it with laundry soap trade scheme, the new sku gained acceptability in 100% existing retailers

Driving KPIs for sales & distribution as per goal Sheets in the region.

Reviewing daily performance of Regional Sales Managers & ASM's on distribution KPIs.

Monitoring performance and ROI of distributors & stockists

Increasing market reach by identifying market gaps and supervising stockiest appointment to fill the same.

Advance planning and design of BTL activities in the regions in accordance with marketing team and implementing at regions with the help of marketing officers.

Regulating claim submission & settlement in time as per policy, ensuring compliance to all statutory legal /commercial requirements, providing inputs to Trade Manger for designing promotion material / gift schemes

Ensuring optimum stock position in the region by coordinating between CFA, distributors, PAQA & Logistics Heads

Leading the liquidation of GT and MT stocks before ageing. RSPL LIMITED (GHARI INDUSTRIES) JULY 2014 – MARCH 2017 Assistant Brand Manager for Xpert Dish wash Bar

PRODUCT: Ghari Bar and Detergent Xpert Dish wash Bar Venus Beauty Soap Uni Wash Detergent Pro ease Sanitary Napkin Namaste India Foods Leeyan Global Red Chief Shoes YDK Premium Salons Brand Size: 250 crore annually

Key Result Areas

Core part of Brand and Sales team with annual sales target of Rs. 350 crores in XPERT -Dish wash category of RSPL for the year 2015-16.

Responsible for marketing activities and consumer centric brand building through Innovation, ATL(like Print, TV & Radio ), Trade Marketing (like trade schemes), consumer promotion (like consumer schemes, sampling, etc.) and Trade promotion

Responsible for conceptualizing the marketing plan, preparing all annual plans and budget planning activities

Liaison and negotiation with external agencies and media houses in getting the different marketing related activities implemented on-time in a cost effective manner

Design and ensure the implementation of all ATL and consumer oriented BTL Activities

Work with sales personnel to identify and deliver new/innovative BTL support material/activation

Identify competitors brands, assess consumer perception and decide the right positioning for the products

Regular interaction with Sales team on channel and consumer perceptions for the product

Conduct in-house market research as well as in association with external research firms.

Work closely with Advertising/Media agency for all ATL creative development & execution

Part of new product development team by understanding the consumer need, market trends and competitive analysis

Data Analysis (Nielsen,IMRB) and vendor management, weekly and monthly reports INTERNSHIP EXPERIENCE

ADITYA BIRLA GROUP

MARKETING INTERN, UTRA TECH CEMENTS

Duration: 8 months

Project: To evaluate the various sales, marketing and distribution strategies for cement and related products in rural India, thereby suggesting the implementation plan for the most relevant model that can scaled up to increase the rural market penetration for cement business

TEST MARKETS:

MAHARASHTA, ANDHRA PRADESH, RAJASTHAN, WEST BENGAL, MADHYA PRADESH, CHHATTISGARH, UTTAR PRADESH APPROACH:

CONDUCTED IN DEPTH QUALITATIVE MARKET AND CONSUMER RESEARCH IN AT LEAST 6 RURAL MARKETS AND TOWNS/VILLAGES OF TEST MARKET

METHODOLOGY:

Extensive Primary research about the cement industry in India, major brands in the market, different sectors where cement is used, current and future of real estate industry in India, cement related products and complimentary products used along with cement.

On Ground primary research with mind map approach to cover each aspect and get the real insights of the target consumers

Panel discussions, Group Discussions, Conflict group discussions, Personal Interviews at Panchayat and chaupal

In depth interviews with retailers, dealers,masons,contractors,government engineers to understand the their buying, selling,ordering,payment behavior

Their expectation from the cement, brand and packaging, seasonality and logistic/transportation problem for small lot deliveries

Understanding the different uses of cement in rural India, types of houses, subsidies and loans for the same

Understanding the purchase cycle of the consumers and their payment methods and credit they expect

What are the drivers of purchase of cements, how small lot deliveries can be made in villages with a population of less than 1000

KEY ACTIONABLE RESULTS AND RECOMMENDATIONS

Unique scheme for small dealers who do not their own delivery vehicle by the name “OWN YOUR LMV” a group policy where in 3 dealers in a city or market can club together TATA ACE or chhtoa hathi for making deliveries in rural out skirt

Demand Aggradation where a whole seller of seeds or fertilizers or general merchant or animal feed retailer could be made a sub dealers of Ultra Tech Cement

Pre sales lead of the houses where construction is scheduled or about to happen by making them the cylinder delivery person in rural India

Identifying the opinion leaders in rural India and making them the local ambassadors for initiating the purchase of Ultra Tech Cement

Importance of wall paintings and btl in local language, personalized communication. HT Media

Marketing Intern May 2013-July 2013

Part of the business development team for achieving maximum sales target in selling advertisement space in newspaper print wing of HT media

Deep consumer research towards understanding the perception of newspaper readers towards print advertisements and designing an effective communication to generate maximum believability in the minds of the consumers

POSITION OF RESPONSIBILTY

36TH President of Management Association (MASSOC), a 35 years old association of BITS PILANI IN THE ACADEMIC YEAR 2012- 2014 continuously for two years

Head of organizing committee for annual management fest INTERFACE-2013, BITS PILANI.

Chief editor for monthly management magazine of BITS PILANI by the name of Relexionairre

Secretary for the theatre club in BITS PILANI for the year 2012-2014

Growth Hacker for the start up TEEVRA CYCLES

Head of organizing committee for the annual fest of Jaypee Univeristy from 2008-2010

Organizer at TEDxBITSPilani for the year 2013

President of Kanpur Kennel Club, a 40 year old club recognized by Kennel Club of India PERSONAL INTEREST

Script and Copy writing, play,stories,taglines and jingles

Sketching and Painting: Designed logo with ideation and animation : PETLEY, a ecommerce start up, SHELL FISH FILMS, a Mumbai based 360 degree production house, BHOLI PUNJABANSS, a Ludhiana based food start up, JALEBI BAII, a Ludhiana based start up of sweets to be ordered online and delivered only in the night

Stage and Theatre : Won many awards for intense comedy and emotional actings by Lakshmi Lalit Kala Academy in Kanpur and Delhi

Place:- HARSHIT SHUKLA

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