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Mohammad Umaid
Marketing Strategist
Master of Business Administration MBA
Master of Arts in Marketing & Innovation MA
Postgraduate Diploma in Business & Marketing Strategy PGD
Extended Diploma in Strategic Management and Leadership EDSML
Associate of Chartered Institute of Marketing ACIM
(starting December 2016)
Macro vision
Current Situation
Need for Trade Marketing(TM)
Without TM (exemplified)
Micro vision for TM
Bridging Micro and Macro
Core
Ideology
Envisioned
Future
Core • The reason we exist
Values
1200000
1000000
800000
600000 Sales
400000
200000
0
Jan Feb Mar Apr May Jun Jul Aug Sep
800000
700000
600000
500000
Jawahara
400000
Pearl
300000 Reem
200000
100000
0
Jan Feb Mar Apr May Jun Jul Aug Sep
Reem Sales
4%
Jawahara
23%
Pearl
73%
SKU Sales Value (SR) Percentage
Contribution
25 kg (blue high 109764
8.73%
foam)
1105071
25 kg +2 (HF) 87.89%
20993
2 * 6kg (HF) 1.67%
6376
DWL (1 Ltr* 12) 0.51%
3364
DWL (500ml * 24) 0.27%
4458
2.25 Kg * 4 (HF) 0.35%
3556
170 gm * 48 (HF) 0.28%
6 Kg * 2 + 10% 5789
0.46%
extra (HF)
0% Sales 25 kg (blue high foam)
1% 0% 0%
0%
2% 25 kg +2 (HF)
9%
2 * 6kg (HF)
2.25 Kg * 4 (HF)
170 gm * 48 (HF)
88%
6 Kg * 2 + 10% extra
(HF)
Sales
Sept Jan
9% 9%
Feb
Aug 13%
20%
Mar
12%
Jul Apr
Jun
7% May 8%
11%
11%
8
4 Mar, 4
3 Jan, 3 Feb, 3
0
Month
300000
250000
200000
150000
100000
50000
0
Jan Feb Mar Apr May Jun Jul Aug Sept
-50000
25 kg 25kg +2
Sales
Sales
120
100 96.68
80
60
40
20
0.88 1.23 0.31 0.29 0.61
0
HF LF Antiseptic Fabric Pine DWL
Softener
Sales
Sep Jan
13% 9%
Feb
11%
Aug
Mar
19%
10%
Apr
Jul 8%
9% May
Jun
9% 12%
25
21
20
20 19 19
18
17
16
15
10
8 8
0
Jan Feb Mar Apr May Jun Jul aug sept
0% 0% Sales Pearl HF (2*6kg)
0% 1% Pearl HF 10+1 kg
Pearl HF 10 kg
16%
0% Pearl HF 25 kg
Pearl HF 380 gm * 24
76%
Pearl HF 1 Kg * 12
38908
40000
Kg HF
10000 7827
61% Powder 3165
6683
10+1kg 0
512
16% Jan Feb Mar Apr May Jun Jul Aug Sep
Sales
Flour Analysis
(Jan-Aug 2016)
1600000
1400000
1200000
1000000
800000 Budget
Achievement
600000
400000
200000
0
Jan Feb Mar Apr May Jun Jul Aug
Harish Chappati Strong Semolina
6% 2% 1% 0%
Jareesh Self raising
5% 0%
Flour
No. 3
11%
Flour No. 2
3%
Flour No. 1
72%
QFM-Flour No1-10kg(Bag)------------- 31%
QFM-FLOUR NO1-1KG *10P----------29%
• To develop Trade marketing plan in line with Brand plan and sales channels.
• To Plan sales and promotion budget to meet that plan.
• To develop planograms/layouts for merchandising the products.
• To promote the products in store by right placement in category, out of
category or extra displays.(a & b retail self servise)(Key a/c)(w/s
selective)(Horeca)(Ind)
• To work with top business unit to make plans according to category roles in
their stores.
• To successfully execute ideas and translate into sales. Also what the customer
wants, the art of product placement, the science of store traffic and proper
visual design.
• Monitor Rebate & Allowances Allocation for Regions in conjunction with GM.
• Market Mapping/Segmentation of Market and defining Distribution objectives.
• Monitor Brand Registrations and pricing strategy (Brand wise/SKUwise) with the
help of sales team.
• Market wise /Brand wise /Channel Category wise communication tool
development for new launch and consistent performance of existing
brands.
• Tracking distribution and sales performance on monthly basis with the
coordination of sales team & plan to be build up.
• Market wise /Brand wise /Channel Category wise communication tool
development for new launch and consistent performance of existing
brands.
• POS Allocation / Visibility standardization at all channels.
• Training and Development of regional teams on a continuous basis.
• Work closely with sales team to ensure trade marketing strategies are
aligned with sales objectives and revenue targets. setting up displays and
designing loyalty programmes.
• TMM working with each brand manager (planogram, promotion,
merchandizing, communication ) for key accounts or special projects
Review Trade goals and purposes
Define budget methodology
Construct customer/market structure
Develop promotion set of choices
Cultivate planning tools
Develop budgets and management tools
Form analysis process
Build review and feedback practice
Develop reports and analysis
GM
TMM
Assistant
Trade
Assistant Marketing
Trade Manager
Marketing
ATMM ATMM QDC & QFM
Manager
Dandy Merchandising
Officer QDC
Merchandising MO MO MO
Officer Dandy
Merchandising
Officer QFM