Regional Manager - East
Videocon Industries Ltd.
Total years of experience :16 years, 8 Months
Promoted as Regional Manager - East to manage new initiatives in sales & marketing operations for consumer durables including TVs, Refrigerators, Washing-machines and ACs with annual turn-over Rs. 150 Crs.
Brands handled: Videocon (Jan-Mar‘13) and Sansui & Kelvinator (Apr’13 onwards)
Region handled: 5 branches across West Bengal + Odisha + North-East states
Reporting to: President and COO of East Region
• Product planning and material forecasting
- Making 3 months RSP (rolling sales plan) branch-wise and product-wise
- SKU rationalization and new models indenting for LCD/LED and REF as per market requirement
• Pricing and schemes
- Put in better branch-wise product-wise pricing control and managed schemes effectively
- Prepare pricing sheets for new models introduced in the East
• Channel expansion
- Network expansion for Videocon in Feb-Mar’13 by appointing 14 new direct retail outlets
- Revived 6 distributors; created 2 new distributors and 38 new direct dealers for Sansui-Kelvinator
• Marketing
- Developed the marketing plan and brand positioning initiatives in East
- Utilized print media effectively to create pull in the market for LCD and REF products
- Launched radio campaigns and properties to build strong brand recall for Sansui & Kelvinator
- Organized trade partner meets and events such as viewing Celebrity Cricket League and IPL 6 matches
• Sales achievements
- Increase in target achievement of Sansui & Kelvinator from 41% in March to 82% of in May
- Increase in sales of LCD/LED TVs by 500%, Refrigerators by 130% and CRT by 125% from March to May
- Increase in RTGS mode in collections from 32% in March to 49% in May improving business hygiene
Member of President Office, implementing strategy - deputed at Kolkata for East Region development
- Standardized region and branch level MIS dashboards and reviews
- Prepared and presented sales analysis, market pricing analysis to top management
- Launched and managed Sales Schemes for the Durga Puja & Diwali festive season
- Planned and executed ATL and BTL marketing campaigns during festive season
- Launched radio campaigns with Radio Mirchi and Red FM - strengthened LCD/LED positioning
- Supported in preparing business plan for new financial year 2013 (Jan-Dec)
-Core team member of ‘Project Ingenious’, a strategic project for cultural transformation
-Design and development of modules and interventions for 2 of 7 action elements of Ingenious - AutoPassion and Customer Sensitivity
• Launch of the unique intranet website "Ingenious" with AutoPassion as focus area
• Developed ‘AutoPassion as a Competency’ model for automotive business
• Trained 300+ R&D engineers on Customer Sensitivity through workshops
• Developed games and theater as a medium to connect to automobiles. Designed 2 physical car games and engaged 350+ employees across all plant locations
• Worked with product development teams for new projects
- Internal branding and communications - handled annual communication events at plant locations.
- A Quizmaster and part of the team that launched “Mahindra Auto Quotient” in association with NDTV India
-Prepare organization for various excellence awards: CII-EXIM, Golden Peacock, etc.
• Trained in assessment for the CII-EXIM Bank Award for Business Excellence
• Submitted the application for Golden Peacock National Quality Award 2008
-Inculcate the Mahindra Quality Way (MQW) - a Mahindra Business Excellence model in the organization
-Sector Coordinate for i4teams (Ingenious Ideas Incubation and Implementation teams) system covering over 11000 workmen & officers across 5 manufacturing plants
• Developed an Idea Management System for i4teams, incorporating reward points management
• Launched the visibility branding program and institutionalized annual competitions of ideas.
-Sector Coordinator for the Annual MMEA (Mahindra Manufacturing Excellence Awards) for the product units across all 5 plants for years 2008 and 2009
-Designing quality system for newly created Supplier Quality Assurance (SQA) function to standardize the practices across all the 5 manufacturing plants
• Released the Version-1 of MQS Guideline for SQA
• Monitored & published periodic sector level PPM (parts per million) defects reports of SQA function
-Designed the first Dealership Audit Checklist to audit Mahindra dealerships across India to improve the service standards and systems
1. Consulting Assignment (Dec 2011-Mar 2012) Marketing Strategy for Renault’s Light Commercial Vehicle portfolio in Dubai -Consulting to A W Rostamani – Renault to form their strategy to create a strong positioning in the light commercial vehicle (LCV) market in Dubai -Outcome: Identified the target customer segment and proposed the brand positioning. AWR-Renault appreciated and accepted the proposal 2.Applied Research Project (Jul 2011-Sep 2011) Consumer Behaviour towards Luxury Automobile Segment in Singapore -Objective: To find out the most and the least important parameters that luxury car customers consider while making the purchase decision -Outcome: Luxury automobile consumer profiling, comparison of 3 luxury auto brands and recommendations on why should they differentiate themselves 3.Activities/Accolades -Led the Cultural Committee and Public Relations Committee of the batch
1.Project (Jan 2006 - April 2006) Title: Use of quality engineering tools & techniques in industry to eliminate problems Company: Mahindra Gujarat Tractors Ltd., Vadodara 2.Activities & Accolades: -Chief Organizer of Prakarsh’06, SVIT’s first national level tech fete, Feb 2006 -Won as 1 of 3 Best Groups for Group Song competition at Gujarat University South Zone Inter-College Youth Festival, 2005-2006 -Runner Up, Inter-Department Badminton Championship, SVIT-Vasad, 2005 & 2004
1.Activities & Accolades -Meritorious Scholarship by Mining Engineers Association of India for Class 12th (2002) -Meritorious Scholarships by Mining Engineers Association of India for Class 12th (2002)
