Asst Brand Manager Vivel Shampoos and Ultra Pro June 2010 till date Roles and Responsibilities:

s: Assist brand manager in planning, managing and executing marketing plans for driving growth of Vivel shampoos and Ultra Pro . Developing and executing annual, quarterly and monthly brand plans, product portfolio strategy and trade inputs, to ensure target market shares and volumes in line with business plans. Continuously understanding market research, brand map, target consumer profile, media mix, an d communication strategy for the brand. Timely readiness and launch of new products / variants / consumer offers to market. Unearth and develop strategies from consumer insights and category knowledge for directing the brand to effectively meet co nsumer expectations and loyalty. Continuously develop innovative POSM and packaging to help communicate the brand benefits to consumers thus increasing tria lists. Handle supply chain operations and effective stock control across nodes to ensure proper varia nt mix across markets. Regular review with all direct reportees and all partner agencies. Quarterly review of the brand tracks, consumer data and retail audits to monitor brand health parameters. Build positive WOM, trust and PR for the brand, by engag ing consumers through H2H sampling, direct marketing and promoters. Key Assignments: i Designed and launched new product SKU/Consumer promo in select markets. i Conceptualized and implemented chemist channel plan in Hyderabad and Hill plan in NE for Vivel Ultra Pro. Bottle sales for the 2 month period increased by 35% in Hyderabad and 50% in NE respectively. i Identified issues and repositioned the brand Vivel shampoos and Ultra Pro with a new brand map and communication strategy for the year 2010-11

Specialties
Branding, Trade Marketing and Sales

Rishi Kalra's Experience

Asst Brand Manager - Vivel Shampoos and Ultra Pro
ITC Limited
Public Company; 10,001+ employees; Consumer Goods industry

June 2008 Present (3 years 1 month)

Roles and Responsibilities: Assist brand manager in planning, managing and executing marketing plans for driving growth of Vivel shampoos and Ultra Pro . Developing and executing annual, quarterly and monthly brand plans, product portfolio strategy and trade inputs, to ensure target market shares and volumes in line with business plans. Continuously understanding market research, brand map, target consumer profile, media mix, and communication strate gy for the brand. Timely readiness and launch of new products / variants / consumer offers to market. Unearth and develop strategies from consumer insights and category knowledge for directing the brand to effectively meet co nsumer expectations and loy alty. Continuously develop innovative POSM and packaging to help communicate the brand benefits to consumers thus increasing tria lists. Handle supply chain operations and effective stock control across nodes to ensure proper variant mix across markets. Regular review with all direct reportees and all partner agencies. Quarterly review of the brand tracks, consumer data and retail audits to monitor brand health parameters. Build positive WOM, trust and PR for the brand, by engaging consumers through H2H sampling, direct marketing and promoters. Key Assignments: i Designed and launched new product SKU/Consumer promo in select markets. i Conceptualized and implemented chemist channel plan in Hyderabad and Hill plan in NE for Vivel Ultra Pro. Bottle sale s for the 2 month period increased by 35% in Hyderabad and 50% in NE respectively. i Identified issues and repositioned the brand Vivel shampoos and Ultra Pro with a new brand map and communication strategy for the year 2010-11

Asst Manager
ITC limited
Marketing and Advertising industry

June 2008 Present (3 years 1 month)

Snacks Delhi NCR December 2008 June 2009 Roles and Responsibilities Responsible for the sales and trade marketing and distribution of the Snacks food business for Delhi NCR. Lead the branch team through category expertise and ensure achievement of Trade Marketing & Distribution and sales objectives in coordination with Regional sales manager Grocery for North. Key Assignments: Handled 43 distributors across Delhi NCR, led a t eam of 2 Area managers and 10 Area Executives. Involved in revenue management of 2 Cr/month of Delhi NCR state and allotting targets to 43 distributors. Planning, monitoring, implementation of trade marketing and selling in processes. Reviewing and improvi ng performance, development of new trade channels Pilot exclusive snacks distributor Planning, monitoring & implementation of the merchandising plan for snack food category Delhi NCR. Trade Marketing & Distribution sales planning for 2008 and 2009 with Distributor/Section/Circle roll out of the planned numbers Budget management and effective utilization of brand inputs, wholesale input and visibility. Managing efficient supply chain operations and stock movement from distributor point to market to reduc e damage. Distribution plan checks on the quality of outputs - Brand Availability, Outlet Coverage, Market coverage, freshness) for achieving higher market share, weighted and numeric distribution in the market.

Asst Manager Trade Marketing

ITC Limited
Public Company; 10,001+ employees; Consumer Goods industry

May 2009 May 2010 (1 year 1 month)

Roles and Responsibilities: Planning, managing and executing trade marketing programs for general trade for all ITC personal care brands across product

categories

and geographies. Developing and executing annual, quarterly and monthly trade marketing plans (brand -wise) with targe ts for sales, range availability and weighted distribution Developing newer and differentiated visibility and consumer engagement solutions to establish brand strength in GT outlets. Expense tracking for turnover Vs spends, trade inputs and consumer of fers for each market while maximizing impact at optimized costs to attain brand objectives. Brand portfolio SKU rationalization for lean supply chain and focused industry targeting for each state and brand. Developing effective product knowledge and m erchandise training modules for the on ground sales force to effectively sell in and sell out ITC brands in GT. Exploring new channels for distribution of ITC personal care brands across mediums and markets. Key Assignments: i Designed and implementation of launch strategies for new product category/SKU by markets. i Trade marketing strategy design and implementation for Superia soaps/shampoos, Vivel soaps/shampoos and Fiama soaps/shampoos across India by market. i Liaison with brand and S&D team for imp lementation of various interventions in general trade for attaining brand objectives. i Tracked, monitored and feedback of inputs to action corrective strategy by market, best practices replicated across markets.

Asst Sales Manager - Snacks Delhi NCR

ITC Limited
Public Company; 10,001+ employees; Consumer Goods industry

December 2008 May 2009 (6 months)

Roles and Responsibilities Responsible for the sales and trade marketing and distribution of the Snacks food business for Delhi NCR. Lead the branch team through category expertise and ensure achievement of Trade Marketing & Distribution and sales objectiv es in coordination with Regional sales manager Grocery for North. Key Assignments: i Handled 43 distributors across Delhi NCR, led a team of 2 Area managers and 10 Area Executives. i Involved in revenue management of 2 Cr/month of Delhi NCR state and allotting targets to 43 distributors. i Planning, monitoring, implementati on of trade marketing and selling in processes. i Reviewing and improving performance, development of new trade channels Pilot exclusive snacks distributor i Planning, monitoring & implementation of the merchandising plan for snack food category Delhi NCR. i Trade Marketing & Distribution sales planning for 2008 and 2009 with Distributor/Section/Circle roll out of the planned numbe rs i Budget management and effective utilization of brand inputs, wholesale input and visibility. i Managing efficient suppl y chain operations and stock movement from distributor point to market to reduce damage. i Distribution plan checks on the quality of outputs - Brand Availability, Outlet Coverage, Market coverage, freshness) for achieving higher market share, weighted an d numeric distribution in the market.

Asst Manager
ITC Limited
Marketing and Advertising industry

September 2008 November 2008 (3 months)

Asst Under Training June 2008 December 2008 Roles and Responsibilities: Responsible for the sales and TM&D operations for the cigarettes/foods and personal care businesses for Shimla section in Himachal Pradesh and Srinagar section (Cigarettes) in J&K. Handled the section distributors and sales force and ensured achievement of Trade Marketing & Distribution a nd Sales objectives incoordination with Asst Manager for the branch. Key Assignments: Handled operations of 2 distributors across Shimla section (managing turnover of 2.2 Cr/month) and 4 distributors in Srinagar section (managing revenue of Rs 5 Cr/month). Reviewing and improving performance, development of new trade channels through appointing sub distributors for Bingo snacks. Achievements at ITC limited June 2008 till Date Designed and implemented launch of consumer promotions for Vivel bottles and Vivel Ultra Pro sachets across markets in Sept 10, Designed and implemented the market launch plan, communication plan and supply chain control for a new variant "Vivel Strong and Soft" in October 10. Designed and implemented new product category (Vivel ActiveFair Creams) launch plan across states with target outlet placement, merchandising, brand input and budgeting by market (BTL activities). Researched and helped developed new margin structure for Superia shampoo sachets to counter competition, roll ed out across India with increase in sales of 14% in Feb 10 since first month of restructuring. Designed and implemented successful brand input for Bingo increasing sales by 13% to all time high in Jan 09 -March 09, increasing market share to 19% while de creased D&D % of turnover from 8% in Q2 08 to 4% in Q4 08 by adopting learner pipelines at distributor godowns effective stock control and stock rotation.

Rishi Kalra's Education

Symbiosis Institute of Business Management, Pune
MBA, Marketing
2006 2008

Sardar Vallabh Bhai Patel University of Agriculture and Technology