Aminur Islam

Achievement:
• Overall Business Growth BDT 200 crore from 2013 to 2014.

Major Activities

• Development of brand marketing plan in line with the business plan & strategy for both short and long term based on the regional/ global strategies of the company.
• Active involvement in the brand promotion during the development and implementation of marketing program including trade and consumer communication / promotion activities to strengthen position.
• Execute, monitor and quantify the effectiveness of planned brand activities. Conduct retail and consumer surveys to substantiate the brand health and also to independently quantify the growth of brand equity/ loyalty.
• Marketing plan formulation in regard to target audience, their demographic & psychographic indications, brand personality identification, advertising strategy formulation, indications about media vehicle (ATL/ BTL), house (corporate) color & logo suggestion along with the budget and time frame,
• Selection & appointment of an ad agency among 5/6, after thorough marketing presentations conducted by the ad agencies, on the basis of their suggestions for creative routes for the brand that best suits with the need of ‘Mobil’ marketing, rate negotiation with vendors, time frame etc.
• Had to work intimately with the appointed ad agency in developing designs for Fuel station branding, new label design, Omera Brand Guide Line, event design and execution, trade marketing for Omera brand and Mobil, POSM etc. vis-à-vis suppliers selection for executing mentioned activities on the basis of their job quality, rate, and lead time,
• Involvement deeply in developing TV commercial (TVC) and RDC for ‘ Mobil & Omera’ from developing storyline to finalizing storyboard, payoff line selection, film director selection on the basis of their technical skill, confidence, rate, choosing of shooting location, date, lead time, and finally had to look after post production of the TVC & RDC,
• Finalizing product launch & media-break plan and revealing entire executed activities of key team & decision-marking members through integrated marketing campaign & communication of Mobil & Omera brand before millions of consumers in order to generate market demand.
• To create mass awareness on use of quality lubricants to customers and to establish our strength over competition.
• Develop and Manage Brand Guidelines and ensure positioning to protect and align overall image of the company and general market/segment strategies.
• Supervise of MJL Bangladesh Ltd. Brand team activities and ensure our enlisted vendors quality of work and negotiated rate which will be approved by the top management.
• Organize new distributors to maximize the retail coverage and ensure door to door services to our target customers.

For Mobil Branding:
• Develop all the POS/ASP materials, Signage, Fuel station branding, Gift Items, Event Branding, Trade Show, Road Show, Seminar, Magazine, product brochure, Transport branding, newspaper ad design, Annual General Meeting, RDC and TVC concept development done by based on ExxonMobil, USA Brand Guide Line.
• Time to time conduct with Managing Director regarding brand development and any amount of budget approval.
• Consult and initial confirmation from CEO regarding any kind of brand finalization and execution.
• Share every kind of brand development or changes or any input by top-management with brand team.
• Co-ordinate with sales & marketing team to make their effective sales call.
• Organizing most prestigious Mobil Golf event at all golf venues in our country with the coordination of ExxonMobil brand personnel.
• Make strong and understandable sales presentation for sales seminar on lubricants features and uses to educate our route label customers.

Major Activities:
Task of Before Launch the Aftab Foods Products:
• New pack design concept development for 50 different products. Product concept sharing with product photographer for product photo shoots.
• Media buying with 7 different channels and get the cheapest cost to keep with same schedule and same spots by getting 45 days credit facilities from TV channels, newspapers and Radio.
• Organized 236 Sales Representatives 14 Area Manager at Dhaka, Chittagong and Sylhet division.
• Organized 60 distributors for 1st phase and 2nd phase 130 distributors. 1st DD/Pay Order before production for Aftab Foods products 100% cash in advance. Organized distribution delivery schedule on the production basis by route wise plan. Recruitment process and took interview for Sales Manager, Factory Manager, QC Manager, Production Manager and Distribution Manager, HR Executive, Brand Executives, VAT consultant.
• Managed BSTI approval from the director of BSTI before launch the products and keep processing for getting BSTI license.
• Developed Spices, Chanachur, Candy and Shemai TVC and RDC concept by product positioning and make the output before launched the products with our 2 agencies adcomm and chaya pakhi.
• Organized Trade Pattern & Trade Registration from Govt.
• Developed Spices, Chanachur, Candy and Shemai TVC and RDC concept by product positioning and make the out put before launched the products with our 2 agencies adcomm and chaya pakhi. Had to Develop all the POP materials on brand positioning through ensure the color chart of our brand image.
• Organized training module for 236 nos SR, 14 nos AM and our 130 nos distributors about our product information, our brand value, our future plan /goal, and our individual product positioning.
Task of After Launched of Aftab Foods Products:
• Ensure 180° angel brand management. Heavy bust in media for 1st 4 months. Create awareness among 3 crore consumers. Fixed up TVC and RDC spot on TRP and GRP basis.
• Fixed up the 1st month sales target on the basis of 2 months ground work and ensure the retail coverage at least 20000 for 1st month. Ensure Product depth and width among 20000 retailers.
• Developed sales plan and fixed up the route plan as per the sales people. Developed new market and find out the gap of competitors market. Developed and monitor our distributors activities and ensure their investment. Change the pricing strategy to grab the competitors market.
• Keep the push and pull strategy on same track to penetrate our product in the market as per our time and goal to offtake our products from the retail points. Marketing & Sales Strategic plan with specific ATL & BTL brand strategic plan by media segmentation and retail segmentation.
• Focus on our consumer awareness for more specific target group on the basis of income and area. Create new consumer through consumer awareness by define brand value.
• Had to co-ordinate very closely with production department as well as sales department for present market demand.
• Yearly Branding Budget planning and got the final approval from Managing Director.
• Increase sales volume through focus on effective market organized by distributors development, sales people development. Retail strategy for 85000 retail coverage with product depth and width.
• Create new export market at seven sister, Malaysia, Australia, Thailand, Dubai, USA.
• Direct communication among 50000 households at Dhaka Metro for free sampling on Aftab Spices. TG monthly income above BDT 50, 000.00/=.
• Dealings with Nestle BD Ltd. regarding our virgin spices. The deal accomplished for 5 years. This will be added at least 25% turnover on our total sales turnover.
• Find out the running aftab products out of 50 items and increase focus and brand awareness on that products.
• Yearly average annual sales growth 47% presently including export. Sales Turnover USD 14.85 million on 2011.

Major Activities:
• Marketing plan formulation in regard to target audience, their demographic & psychographic indications, brand personality identification, advertising strategy formulation, indications about media vehicle (ATL/ BTL), house (corporate) color & logo suggestion along with the budget and time frame,
• Selection & appointment of an ad agency among 5/6, after thorough marketing presentations conducted by the ad agencies, on the basis of their suggestions for creative routes for the brand that best suits with the need of ‘Polar’ marketing, rate negotiation, time frame etc.
• Had to work intimately with the appointed ad agency in developing designs for fridge branding, refrigerator van branding, POSM etc. vis-à-vis suppliers selection for executing mentioned activities on the basis of their job quality, rate, and lead time,
• Had to co-ordinate very closely with production department as well as with ad agency in regard to new packaging materials development. From sourcing of food specialist for ice cream decoration for still photo- shoot to sourcing of professional photographer, rate negotiation, and execution of ice cream photo-shoot. Afterward designs development of all packaging materials in consultation with production department regarding products’ shape, size, color, measurement of wrappers, box, carton and finally suppliers selection and issuance of work order on the basis of their job quality, rate, lead time, and sales target,
• Discussion & information sharing with Sales & Distribution Department about their plan in regard to product distribution & re-distribution strategy, fridge injection plan, demarcation of territory/area/region and informed them about marketing supports that are under process & progress; besides had to take interviews, as a key selection committee member, for appointing sales executives,
• Involvement deeply in developing TV commercial (TVC) for ‘Polar’ from developing storyline to finalizing storyboard, payoff line selection, film director selection on the basis of their technical skill, confidence, rate, choosing of shooting location, date, lead time, and finally had to look after post production of the TVC,
• Finalizing product launch & media-break plan and revealing entire executed activities of key team & decision-marking members through integrated marketing campaign & communication of Polar Ice Cream before millions of consumers in order to generate market demand.

Name of the Product: ARKU & Heritage Spices, Schick Razor, MY Boy Infant Baby Powder milk.

Achievement:
• Find out the gap of the Schick razor from the Gillette razor market.
• Product position in the consumer mind that Schick is the more cheap and durable razor than Gillette razor in the market.
• Had been able to developed new campaign for Schick razor and successfully executed in the market. Established in the consumers inside that Schick is the best razor than Gillette Razor. Average sales growth was 100% after accomplish my successful product campaign.
• Developed new market in pharmacy industry. Reached almost 6000 retail store by capturing pharmacy store. It was the first time ever in Bangladesh pharmacy where today razor product got space as part of medicine. Coz good and quality razor as part of the skin care.
• Ensured 26000 retail outlets and 94 distributors within 20 months of re-launching date. Increased demand and shortfall from the supply end.
• Monthly Sales in unit 20000 pcs to 3 lac pcs within 20 months of re-Launching date. Capture Gillette razor 20% market share during 2004 to 2006.
• New Sales strategy for ARKU spices and earns second position in the market on 2005.
• Launched new product in the name of Heritage for high end consumer’s perception. Find out new segment in the market by selling Heritage spices.
• New promotional strategy to be a market leader through increase incentive for Sales Officer and Doctors.

Job Responsibility:
• Developing a clear understand about the brand is to represent. How it should be positioned with respect to competitors. Planning and implementing brand and marketing programs in a way that consumers are sufficiently aware of and with which they have strong, favorable, and unique brand association.
• Identify initial choices for the brand elements or identities making up the brand.
• Measuring and interpreting brand performance to understand the brand marketing programs.
• Develop depth of knowledge of consumers needs and create products that maximize consumer’s value. Market research on consumer and enhance the market share.
• Preparing marketing plan & determining brand strategy. Direct & control marketing plan for the products.
• Evaluation of proposed changes to the present marketing program.
• Annual budget on the basis of promotional campaign. Create & execute integrated promotional campaigns across multiple media & devices.

Name of the Product: RC Cola, RC Upper10, RC Lemon, RC Orange, MUM Mineral Water.

• Being the Brand Officer of RC Cola. Responsibilities were to develop the new business from the scratch. From business game-plan formulation to sales & marketing executives’ recruitment, dealer selection & appointment, product launch, policy guidelines preparation & documentation to run the business.

Achievements:

• Revamp the old products, namely ‘Royal Cloudy Lemon’, ‘Upper - 10’ and ‘Royal Orange’ under new names & styles ‘RC Lemon’, ‘RC Upper - 10', ‘RC Orange’,
• Had been able to uplift the image & position of RC Cola at the top of the peak in Bangladesh Beverage Market over two International giants Coke and Pepsi in terms of sales value & volume.
• Availed a rare opportunity to work with big sales & marketing team. GM, DGM, marketing managers & Sales Manager, 140 sales executives, 229 distributors, 1000 distributors’ salesmen and van drivers, 175 mechanized & 450 non-mechanized vans in 64 districts to cater RC products among 150, 000 outlets all over Bangladesh.
• Had been able to establish a brand ‘RC Lemon’. And made a mind blowing eye catching TVC for RC Cola that made RC number one brand during 2003-2005,
• Organized the event program, print & outdoor media, and proposed sponsor program. Example- was the marketing executive during “TVS Cup & Bangladesh Vs England Test & ODI Series “on behalf of my company. Even I was the Venue Coordinator on Marketing & Sales of “ICC U/19 cricket World Cup “in Bangladesh National Stadium. I have organized 35 (Thirty Five) event program on behalf of my company like DITF, BADA Motor Show, US Trade Show, Baishaki Fair, Concert in BUET, NSU, Sheraton Hotel, IT Fair & Food Fair etc.