Apr 2010
Present
Director Sales
SAMSUNG ELECTRONICS
Gurgaon, IN
Director Sales
Currently responsible as Head for Central Region, I am in charge for CE in Gujarat MP and CG. Currently the region size of business is > 1400 Cr. As the Business Head my responsibilities includes strategize, plan and execute the KRAs envisaged for the region.
Business Planning : Market Mapping to understand the Market Potential by Geography (City, District, Town & Cluster) and by Channel and Partner so that clear opportunity is identified from data analysis and insights of market mapping. One external data available to understand Market is GFK Report and second is internal data collected by Sales Team is through Market Mapping. Both these data’s help for opportunity identification. Second is Market Sensing to understand movement of competitors to better align your own strategy. Forecasting for a period of 8 to 12 weeks and fine tuning the same so as to manage supply chain and get the right product at right place at right time. Partner Target Setting so as to ensure growth and counter share across product sub segments.
Business Execution: Weekly & Monthly Sales as per actual progress and executing as per targeted plan. Contingency measures to be put in place if Sales Trend not in line with expectations. Prepare Flooring plans, ND and WD objectives by geography and partner. Display Share and Counter Share tracking. Planogram and gap identification for Key Retail Customers, Retail Management – Run rate SKUs, SLM and Dead SKU management. BTL & ATL plans to be executed as per quarterly planning. Communication Strategy for Key Sales Levers – Consumer Promotions and Affordability programs. Managing Distribution and Distribution KPIs such as Sell thru, ND and Premium Growth. SEC and FSE market coverage and productivity norms. ASMs and BMs PJPs and review of market coverage norms. Managing Hygiene in the market to give better retention and ROI to Partners. Partner reviews – Joint Business Planning and Quarterly Business reviews for course correction and setting milestones to meet annual plans.
Channel Strategy: Check trends in contribution and prepare water fall charts to clearly define the objectives from each channel – Distribution - IDs / Regional Retail / Direct Dealers /Brand shops. Clear strategy to drive all channels and DMDC as a strategy to avoid channel conflict. Identity new and alternative channels and check Consumer Journey so as to adopt new evolving channels. Projects for Counter Share gain in Key RR Stores which are big in size and less in share B to A Strategy. Classification of IDs stores in Distribution so as to direct resources to A Class stores which are high in contribution and weight. Managing Exclusive stores Brand shops with distinctive tools such as CDM, loyalty programs and tailor made affordability programs so as to ensure premium contribution and profitability of such exclusive experience centers.
Align Region and Branches for preparing market – Flooring /Display / Back Stock before the ATL begins. Preparing quarterly ATL and BTL plans to support sell-out. Go to market strategy such as Promoters (SECs) sell out targets and aligning sell-in plans with sell out plans by store so that both sell in team and sell out teams drive the same objectives. SEC Promoter quality check, Sales Pitch and Training so as to better prepare the team on the floor to win customers and counter share. Regular basis collect VOCs from market and resolve all pending issues and concerns of partners.
My earlier assignment was – RSM for West Region and prior to that was National Sales Head for AC Business. I joined Samsung India in Apr’10. Successfully handled this major product category for a period of 4 years in which I have been instrumental in setting up a strong foundation, sustaining business across the year and stabilizing the AC business in Samsung India. Today Samsung is a very serious player in the AC and holds a sizeable market share and is able to create a strong footprint across channels.
Versatile experience in Business Planning, Channel Sales & Retail Management, Business Development, Partnership Management & People Management across all different roles. Successful formulation and implementation of sales & marketing initiatives to improve Sales Opportunity, development of short and long term strategic plans, including annual business plans, channel strategy and programs for driving and monitoring sell out.
Product line-up finalization, Marketing strategy and Execution Strategy to achieve the Management plan. Demand forecasting with a very close watch on Market conditions. Take immediate steps to consolidate market share and profitability. Derive set targets and revenues (Sell-in, Sell out and Sell through). Enhancing Channel Footprint & Sales Capability. Training, Motivating & Driving a large team of people.
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