My Professional Journey

AIRTEL
MTS
NITCO
DISH TV
ARVIND MILLS
LG ELECTRONICS
Xiaomi
AIRTEL

Bharti Airtel Solapur

Project Managed and Initiatives

  • Morning Activity: Spent just 4 months but apart from managing regular work such as signages, POSM management, and distribution and handling merchandisers, my initiative was to design Morning activity in 40 villages of 4 Taluka Places to boost Pre-paid sim card sales and promote one paisa per second billing plan.
  • My Role was to make the entire plan, assigning vendors and logistics, driving it through local contacts, Distributors, RSOs and sales team and was the single person of contact for all communication.
  • De-Centralization: My other initiatives were the localization of vendors and solution providers. Before I took over the charge, the entire was was agency based. Some Mumbai based agency took the work and get the work done by any Solapur based local vendor. I promote local vendors, get them registered to save the cost and better control.

Systema Shyam Teleservices Ltd, MTS

Project Managed and initiatives

  • Fusion Marketing: After applying this in Arvind mills in the year 2006, I replicated this in MTS too. In Arvind Mills, my focus group was Xerox machine and office automation vendors, and in MTS, My target was laptop and computer selling outlets on Tilak road, Pune. We had tied up with them and place our promoters in-store as well as outside the store with promotable and branding, based on this reasoning that whoever buys a laptop certainly will lookup for an internet connection or Data card. A bundle offer with a computer will attract the customer and also a selling point for that particular laptop seller.
  • My Market Concept: Select the high activation market and create visibility, educate the dealers and engage them with activities such as a birthday or anniversary celebration with the sales team, promoters for lead generation, wall painting, street banners and cover all consumer touchpoints. I initiated this concept from Peth Area mobile market, which later became a part of the ABC calendar of Trade marketing for the entire MMG circle. Each month we select a few such markets with the help of the sales team under My Market concept.
  • I initiated this concept from Peth Area mobile market, which later became a part of the ABC calendar of Trade marketing for the entire MMG circle. Each month we select a few such markets with the help of the sales team under My Market concept.

Town Launch for MTS Voice, Feature Phone and Smartphones

  • Objective: To launch and promote MTS / create a brand recall value for the brand. Popularize brand among the TG, through various touchpoints. Influence the sale of the product.
  • Pre-launch plan: Identification of handset /recharge selling outlets. Educate retailers about MTS products /processes & services. Utiba mapping & stock placement. Visibility at retail via Signages ¤t offer POSM Create awareness in the town via auto-promotion.
  • Launch day plan: Create visibility in the town via street bannering. Van roadshow. Innovative semi-permanent branding at the top 10 Handset selling outlets. Entertainment act to create a buzz in the town

Shamiyana Activity:

This was the most successful lead generation and customer acquisition activity in MTS. It had Started from 2 small pilot activity in Pune – Yerwada and Fatima Nagar market and became so successful that once 66% of the MTS total marketing budget was given to this activity only. The concept was –

  1. To take the benefit of an aggressive pice model, which was affordable to lower-income groups.
  2. Instant Activation with the help of the service team
  3. Create a festive environment and a limited period offer.
  4. Other elements were – Photographer for passport size photo, photocopy machine, Shamiyana set-up, Anchor, leaflets, Auto announcement, street bannering, also promoted on cable tv a day before the activity. The objective was to provide handsets to a person if he just has a voter id card and Rs. 600 to pay for handsets.

Target customer – 1st-time user, lower-income group. Result: One shamiyana Activity got 60 to 130 customers in a single day.

NITCO Tiles Ltd

Project Managed and Initiatives Taken

  • New Innovation Corners: Nitco Tiles is one of the leading tiles companies in India, Every month new tiles used to introduce in Nitco tiles collection. Whenever an architect or interior designers visit any showroom, they keep on asking – What is new in Nitco? I addressed this need that a story along with storyteller is required in multi-brand outlets. It was my idea to create a corner with new tiles specification, origin, price and usages. New innovation corner – A place to talk about Nitco’s innovation and initiatives to have a better lifestyle.
  • Co-branding Campaign: We got 27 co-branding signages displayed across the city at major traffic signals and squire, free of cost. This way we were able to save lakhs of rupees in terms of rental if we could decide to create visibility at those strategic points.
  • Showroom Set-up, branding and launch event: I had played a pivotal role in setting up company showroom, branding and designing event.
  • Creating Advocates and influencers: In B2B sales, influencers matter a lot. In the Tiles industry, architects are considered influencers and they are crucial in getting I had developed a plan to engage them through regular meets, the special invitation for a showroom visit, Gifts and get them featured in industry magazines.

Dish Tv India Ltd

Projects Managed – A Small Brief

  • Trade Engagements & Meets: Managed More than 75 dealer meets for dishtv.
  • Celebrity Management: Dealers Engagement with IPL’s KKR team with dealers in Pune and Hyderabad in 2013. We used the photographs with players and dealers to have in shop branding, which is still visible at these stores.
  • Handled Pan India Distributors Meet in Mumbai with Mr. Shahrukh Khan.

Brand Launch – Zing

A new regional specific brand having Marathi content was launched with aggressive acquisition cost. Below are the elements of an integrated marketing plan.

  • Roadshow – 2 Branded Vehicle was promoting the new brand’s features and offers. The highlight of this activity was tracking, control, and reporting. I will write a separate blog on this topic.
  • POSM and Signage
  • Dealer Meets – 2 big and 2 small formats. ( Nashik, Aurangabad, Amravati, and Ratnagiri)
  • Wall Painting of 4.5 Lakh square feet.
  • Trade Engagement – Blitz Activity
  • OOH – Hoardings across rural markets.
  • Ground activations by lead generation activity – Shamiyana and Canopy activity.

Digitization

Managed the project of digitization in which my role was to support sales by creating new dealers, creating visibility at all recharge outlets, driving tactical awareness campaign in markets which fall into D-104, D-32, and D-365, and ROI category towns.

Fifa-2018 Campaign

An example of Integrated Marketing Communication.

  • Signage, Standy and offer POSM – Identified the 35 key outlets and created visibility through Signage, offer standy and POSM – Poster, Dangler, and Inserts)
  • Trade Engagement – A Contest among trade partners to guess the winning team and player of the tournament along with photo opportunity with World Cup Replica was designed to create curiosity and excitement.
  • Customer Engagement – Free Screening of all quarterfinal and final >matches at the interior and remote towns in Goa with the tie-up with HDFC bank. A dishtv Experience for all football lovers.
  • Outdoor Hoardings – 20 FOC hoardings were displayed across goa covering prominent locations, entry-exit, and nearby famous beaches.

Few other Projects & Initiatives

Temple Branding: Created visibility in Trambakeshwar Nashik, Siddheswar temple, Solapur, Swami Samarth – Akkalkot. Festival branding and Yatra: Ganpati and Diwali festival retail branding campaign. Pandharpur Yatra coverage in which I intend to create visibility and show my brand to 20 Lakhs devotees from rural Maharashtra. Dish Flix Launch: A first OTT product was launched and my role was to drive multiplex activity, create space and visibility at consumer durable counters. Go Direct Project: I hold the credit to set-up the Direct sales team in RoM and Goa circle, including 225 promoters in 5 towns – Pune, Nagpur, Aurangabad, Solapur, and Goa. I have managed from the selection and recruitment of promoters to the salary at the end of the month, arranging promotional materials for them, tracking daily activation, follow-ups with area managers, and reporting to management. Go Direct Project: I hold the credit to set-up the Direct sales team in RoM and Goa circle, including 225 promoters in 5 towns – Pune, Nagpur, Aurangabad, Solapur, and Goa. I have managed from the selection and recruitment of promoters to the salary at the end of the month, arranging promotional materials for them, tracking daily activation, follow-ups with area managers, and reporting to management. New Dealer Creation: Design a program for dealer creation in Goa. Please refer to Photos in Gallery. Rural Project 2018: Two District were selected for this rural project, My role was to lead this entire project and report to management. I got an award for the best rural marketing campaign. Refer to the photo gallery.

Brand Tie-Ups:

  • Bharat Petroleum: I got the brand tie-ups with Bharat Petroleum and associate with them for lucky-draw offer in which our variables were to sponsor 25 STB and we got an opportunity to feature in all marketing collaterals, hoardings at petrol Pumps along with lead generation activity on all 56 Petrol Pumps throughout the contest period – 30 days. We acquired 25 customers as winners and other 200+ customers from leads.
  • HDFC Bank: this association was to engage customers in remote locations and hinterland of goa in FIFA campaign, for organizing football matches on the big screen.

The Arvind Mills Ltd Telecom Division Pune

LG Electronics 

Position: Branch Marketing Manager Location: West Bengal

Brief Overview and Project Handled

  • Managing the team of 10 executives – 3 Team leaders, 3 BPTs, 2 marketing coordinators, 2 product executives.
  • Sellout – daily coordination with 124 shop sales executives (ISDs) for Focus products.
  • Planned Marketing Calendar from July-September keeping local activities and branch targets as main highlights.
  • Execute digital marketing at the micro-level, in the retail market and brand shops.
  • Digital Marketing with HO team- Google my business and Brand shop FB page.
  • Managed events – SSE and Dealer Meet at Durgapur, Siliguri and Bardhhaman.
  • Coordinated Event and PR agency for publishing events, contest winners in the Durga Puja Festival Campaign.
  • Responsible for visual merchandising, vendors onboarding, Influencers engagement, negotiation with vendors, timely billing and compliances.

Major Projects & Contributions

  1. Infulentors Meet – Air Purifier was a non-moving category which was one of the focus products in LG. I was just one month old there, but carrying big expectations. I started to search influencers at Durgapur and then succeeded to bring out an arrangement with IQ city hospital. We planned to have a seminar or Air-Purity, its implication on health and solutions. We associated with doctors day event at city residency, Durgapur where we displayed Air Solution, its features, engage doctors and tried to converts into advocates.
  2. SSE meets: I managed two shop sales executives meet at Durgapur and Siliguri.
  3. Mallika-e-kitchen contest: I conceptualized this cooking event at Durgapur and Siliguri and executed with the help of local agencies.
  4. Exhibition and Mela Activity: Participated in Durgapur and Asansol Exhibition and KrishnAsthmi Mela.
  5. Independence day lead generation and sell-out activity at Asansol, Durgapur, Siliguri, Bardhmaan, Bankura and Murshidabad.
  6. CRM Project: Definition of CRM(Customer Relationship Management) – CRM is the whole process for building a strong relationship between Brand Shop and customer, using internal and external customer data. Target marketing based on customer data, so it can achieve great results at low cost, which became a leading marketing technique.

Objective: The key to CRM promotions is to extract target customers who are more likely to purchase a high-value smartphone and bring them to shop on a specific time period. There were three categories:

  1. Nearby residents – through window sticker and paper inserts.
  2. Those who visited the shop in the last 60 days but did not buy anything – Through Tell-calling.
  3. All Existing Customers – Through SMS campaign.

Xiaomi Technology LTD

OVERVIEW

We all know what a marketing manager does in retail marketing. That is not something new to mention here. The important thing is what difference I made in my work. What was the new innovative initiative I have been taking with Xiaomi? Name a Few just for the curiosity, for more details, you need to call me 🙂

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