Abhijeet Kumar

• Set up marketing function in Birla White. Product and Brand led Marketing function was non-existent in Birla White till 2019. Entire Product / Category led management, brand approach, brand development led to growth by 40% in volume , 20 % in revenue, 300bps MS improvement from 2019 to 2022. Business was stagnant at same level from 2015 to 2019
• Setting up process for new product development and launches . Process right from conceptualizing product to creating a business model and finally commercialization has been set-up resulting in several Innovative product launched. Strategic entry into new categories ( Wall Primer, Distemper Paint, Waterproofing products) led Birla White to operate in a market worth INR 21000+ Cr instead of INR 7000+ Cr Market
• 80% of Birla White business came from 2 SKU in 2018. 4 years later, In 2022, 45% of business came from those 2 SKU, whereas New Products Introduced, contributed 55% of business
• Built Birla White research portfolio in accordance with long-term strategic plan. Established Brand Track Studies, Product Application studies, Concept Studies, NPS amongst Channel, Nielsen Retail Audit which are now integral part of product, business expansion and Sales management
• Spearheaded strategic advertising for multiple product lines to increase market share and brand awareness. From negligible footprint in digital marketing in 2018 to being 2nd most visible brand in social media in 2022 within building and construction industry
• Developed and initiated new product positioning, packaging and pricing strategy for more than 16 products/ 60+ SKUs to produce highest possible long-term market share.
• Conceptualized & introduced digital approach to build a loyalty base amongst influencers (Painters) with an App-based loyalty program called "Experts Club” in July 2022. The Club in short span of 12 Months has enrolled 4.2 Lac painters in APP and 25000+ Painters are engaged with APP daily.

• Complete responsibility of maintaining profitability of 200MN USD Lubricant business of Total Energies India
• Increasing market share across segments and territories by developing marketing plans and programs for each products
• Leading brands across segments (4 Wheelers, 2 Wheelers, CV, Agri and Auxiliary)
• Designing and implementing trade schemes, loyalty schemes on quarterly / monthly basis for achieving better product mix, higher counter share
• Managing Secondary / Tertiary sales through various ATL and BTL campaigns
• Launched Total Hi-Perf (motorcycle engine oil), competing against own brand of ELF and achieved a sales turnover of 100 MN / per month within 6 months. Hi-Perf is 50% of sales of ELF, which is 25 years old in India
• Introduced Hi-Perf to 10000+ retailers and 30000+ garages through all India BTL campaign, wherein product was shown through VR, resulting in counter presence of 5000+
• Reworked price positioning for entire products leading to increase gross margin from Rs 42/ Ltr (2016) to Rs 51/Ltr (2017)
• Designed Brand road map of Total Lubricants with clear target of doubling spontaneous awareness in 2 years

Marketing Lead for Visual Display (PC Monitors, LFD & Hospitality Display) and Memory Business

• Launched Curved and Night View Monitor in India (PR , Digital, Print Advertisements, Retail Campaigns)
• Increased the adoption of Curved Monitor through Digital Campaigns, Print Advertisements by positioning it amongst Style seekers, gamers, architects and Corporate CXOs
• Key role in placing Samsung Signage in a sound market position by building brand visibility through focus on technological superiority; positioned the signage business in Tier 2 / Tier3 cities; undertaking Road shows, Expo's and advertisements (Print, Digital,) to enhance brand & product visibility
• Launched e-Board and Signage TV in India (PR , Digital, Print Advertisements, Channel Campaigns)
• Key Role in channel expansion for Large Format Display from 900 partners in 2014 to 1200 + partners in 2015
• Mapped out more than 2 Lac unorganized retail outlets through outsourced Demo Campaign which resulted in increase of Signage TV sales from 100 units per month to 500 units per month in 2015
• Maintained brand leadership for Hospitality TV in 5 star and Luxury Hotels
• Differentiated Hospitality TV from Consumer TV to Hoteliers through regional Print Advertisements , organizing Multiple Roadshows at tourist cities which resulted in business rising from 4.5 M USD in 2014 to 9.6 M USD in 2015
• Undertook Joint Marketing with e-Commerce sites (Flipkart, Amazon) to increase online sales for Samsung Micro SD cards
• Retail Visibility at 10000+ mobile stores which significantly increase the recall amongst retailers & customers visiting stores for Micro SD cards
• Influencer Programs ( Bloggers, Tech Enthusiasts, Tech reviewers ) for Samsung Solid State Drive (SSD) and Road Shows to educate potential targets for SSD

Responsible for marketing GTS portfolio of IBM - Working with multiple stake holders across organizational layers and functions (business, market management, strategy, sales, market insight, offerings, marketing demand programs and so on) in India and IBM worldwide

• Conducted detailed market research and feasibility study using IDC, Gartner and other secondary research sources to analyze latest market trends and track competitor activities thereby providing valuable inputs to streamline marketing and brand visibility strategies
• Undertook SmallDeals Marketing activities performance analysis for GMU region
• Performed Pipeline Analysis in order to provide insight to business leaders on quality and health of pipe
• Imparted assistance to business leaders of Growth Market Unit (China, Korea, ANZ, India and ASEAN) in management system
• Successfully led marketing plan for Managed Services launched in India South Asia business, defined Go To Market strategy and designed Route to Market model –identified and impacted few deals for sales which resulted into generation of $10Mopportunity within 3 months of launch

• Prepared RFP and RFQ documents for government (GOI) Clients
• Understood technical as well as legal requirements of client and preparing technical bid accordingly
• Estimated quantity of work to be executed and work with financial bid team to arrive at IRR and NPV of project
• Attended Pre and Post Bid meetings with government offices, MoST, DMRC and NHAI