National Key Account And Trade Marketing manager
Lotte kolson
مجموع سنوات الخبرة :24 years, 1 أشهر
Country Head for Modern Trade
Supervision through Key Account Managers
Head of Trade Marketing
• Designing Trade Architecture : Channel Mapping & Classification
• Designing & Tracking of
o Trade offers, Productivity Drive, Trade Gift schemes, Seasonal Discounts, Merchandizing & Display Drives, Sales force Incentive Plans, Channel Activation Plan, Enforcement of Availability & Visibility Standards
• Agreement with Channels for shelf buying & Branding
• Interaction with Advertising Agency & Brand Team for branding artwork designing
• Interaction with Research Agency for Shopper Insights Researches and other tools to measure shopper preference and Influencers.
• Tracking of Market intelligence on Trade level
• Execution of marketing campaigns on Trade
• Management of Company pricing to different customers with reference to changes in discounts & other offers
o Implementation of secondary sales monitoring system
Finalization of Shop listing
Coordination with sales and Execution Team
Presentation and Handling of queries for Sales Team
Finalization of Reports
KPI improvement plans; Productivity, SKU/Call, Execution etc.
• Category - Biscuits & Cake
o Additional Responsibility : Market Feasibility studies for Lotte Products ( Biscuits & Confectionary ) through Product Testing & Test Marketing
• Development of Marketing Plans in the light of U&A and other Qualitative & Quantitative researches
• Monitoring the execution of Marketing Activities
• Profitability Management & Initiate profitability improvement drives
• Supervision of monthly profitability sheet
• Discussion with regional Sales managers to highlight sales improvement areas along with tactical plans
• Identification & management of Consumer & Trade Researches as an agency Liaison person for all categories ( Additional responsibility due to research experience)
• Analysis of Retail Audit Information to design market development and Improvement plan
o Market Share & Distribution Tracking on Channels and Key Cities
• Competition Tracking : SOV & SOS Levels, Evaluation of media strategy, New Launches, Product Specs, Change of Copy etc.
• Monthly market visit ( local and National) to get traders feedback about business
• Designing & Tracking of Trade Marketing Activities
o Trade offers, Productivity Drive, Trade Gift schemes, Seasonal Discounts, Merchandizing & Display Drives, Sales force Incentive Plans, Channel Activation Plan, Enforcement of Availability & Visibility Standards
• Market Analysis & Development of new product concepts
• Inputs on Production planning and product lifting plans
• Interaction with different departments & development of action plans
• Visits of Packaging suppliers for color approvals ( Gravure and Off Set)
• Supervision of Events & other BTL Activities
• Category - Plain Biscuits
• Planning of Launches
• Monitoring of Brands’ sales
• Responsibility of Handling Marketing Research as agency liaison person
• Taking tactical actions for maintenance and growth of sales
o Supervision of events : Dawn life style, 23rd March, 14 August
• Brand related discussions with
o Advertising Agency : Development of TVC, Packaging & other Artworks, Media
Decisions & other discussions on brand
o Research Agency : Initiation of marketing research to solve marketing problems
o Factory : Product Development & Improvement, On going researches on
Flavors, Production & Lifting Planning etc.
o Sales Team : Launch Planning, Selling Strategies, Improvement plans
o Suppliers : Packaging material, Printing Jobs, Outdoor decisions etc.
• Development of Sales Plan for the territory
•Sales Target setting & Monitoring
. Bottom UP & Top Down Approaches
•Territory Designing
•Field Resource management
•Route planning & Management
•Devising Channel Architecture : Channels definition & Mapping
•Implementation of Marketing plan & Monitoring
•Training of Human Resource
•Assisted Brand Manager in Brand related decisions
•Involvement in TVC development for Slanty and other Campaign elements including ATL and BTL
•Analysis of Sales and highlighting Key improvement areas for each territory and Region
•Responsibility of Handling Marketing Research
•Coordination & Follow up with Advertising Agency, Research Agency, Production &
Sales Team
• Client Servicing
o Customized Researches
• Report Writing & Presentations
• Designing of questionnaire & Other Pre-Field Material
• Development of Research proposal
• Moderation of Focus Groups & In-Depth Interviews
• Types of Researches conducted
o Usage & Attitude Researches, Brand Health Trackers, Retail Trackers, Product Researches, Pricing Research ( BPTO, PSM ), Promotion Researches ( concept Testing, Copy Testing, Pre Launch Researches, Post Launch Researches ).
• Category Handled
o Tobacco ( LTC)
o Milk ( Nestle)
o Snacks ( Kolson)
o Confectionary ( Mayfair)
o Pasta ( Kolson)
•Development of questionnaire
•Training of Field Interviewers
•Data Analysis & Report Writing
•Content Analysis of Focus Group Discussions
•Data Tabulation through SPSS & Quantum
•Client Servicing
oBrand Equity Measurement Trackers - FMCG Products ( Merac & Oracle Trackers)
oCustomized Researches
•Types of Researches conducted
oBAT ( PTC)
Brand Equity Trackers (Oracle Tracker), Product Researches (Door to Door), General Consumer Survey (GCS), Pricing Researches (BPTO & PSM)
oOther Clients
UnAs, Product Tests (CLT & Door to Door), Merac Tracker
•Category handled
o Tobacco ( BAT)
o Hair Care , Skin Care & Laundry ( Unilevers)
o Diapers & Sanitary Napkins ( P&G)
o Paints (ICI)
level 6 diploma in Marketing ( equilant to Bachelor Honors) Marketing Planning, Marketing Communication, Marketing Research and Marketing Management in Practice.
Certification professional Marketer (CPM) Marketing Communication , Asia Pacific Marketing Management, Asia Pacific Business, Marketing Research and Marketing Strategy
On scholarship from Pakistan Advertising Association Diploma in marketing communication studies Marketing, Advertising, Direct Marketing, Sales Promotion, Media, Consumer Behavior, Marketing Research and Public Relations.
Through out Grade A from High School to Masters. Scholarship for Diploma in Marketing communication from Pakistan Advertising Institute