Vikrant Katare

• Develop and implement comprehensive trade marketing strategies to drive business goals leveraging internal and external digital tools ( SFA, Sherlock AI, RFM etc.)
• Analyze market trends, competitor activity, and customer insights to identify opportunities for growth in close collaboration with key functions of Route-to-Market, Revenue Growth Management and Knowledge & Insights
• Design and execute trade promotion programs, incentives, and co-op advertising
• Managing trade marketing budget, ensuring efficient allocation of resources to support shopper activation, vertical expansion, and horizontal expansion initiatives
• Track and measure the performance of trade marketing initiatives using data-driven insights to optimize programs, maximize ROI, and measure the effectiveness of shopper activation efforts
• Designing segmented picture of success to build excellence in execution and drive transactions at point of sale

• Sales Capability Building of the frontline sales team comprising of FOS, Sales Executives and Area Managers
• Train, develop and coach the front end
• Product Training for new product commercialization through class room training, webinar and on field training by working the markets and demonstrating
• Selling stories and Role play designing
• Process Trainings to drive market execution and track progress through internal data and external data from AC Nielson
• Drive process scores improvement for best in class execution in retail
• Recruitment /Conduct Induction/ Trainings of new recruits
• Content Development for training and coaching
• New Product Launches trainings
• Drive continuous improvements in SLI (Skill Level Index) of frontend sales teams
• Training & Capability Development of Key Stake Holders: Area Managers 13, Area Sales Officers 80, FOS 330

• Drive Sales of a wide range of products offered by the company through the business strategy with preset sales and profit targets
• Distribution and supply chain management through sustaining existing network and expand network to untapped markets or channels
• Execute local and national level marketing plans with the help of Marketing and Brands team
• Explore new markets, channels and new growth engines across verticals to expand business and profitability
• Drive business process and systems to improve sales force effectiveness and market coverage
• People Management though motivation, mentoring, guidance and monitoring the team of frontline sales executives to achieve goals

Role

• Collaborated with national teams to introduce new variants and packs, supporting sales with training, analytics, and market insights.
• Developed and executed trade marketing strategies and in-store merchandising to drive volume growth, visibility, and sales expansion.
• Support the front end sales team with product training, analytics and market working to achieve goals

Achievements

• Successfully launched the Minute Maid portfolio of Mango, Apple and Mixed Fruit in India for the first time via an alternate low cost channel of distribution
• Designed and launched vertical expansion, loyalty program Star Outlet Reward Program for high volume retail customers

Role

• Designed and executed the Trade/Consumer marketing calendar, collaborating with channel managers to drive growth and implement marketing initiatives for the Central region.
• Led NPD launches and trade activations in coordination with Coca-Cola India’s marketing and brand teams, to drive consumer engagement.
• Develop national level suppliers for trade marketing activations and enable procurement with the help of region finance teams.
• Developed and delivered analytics dashboards for the sales team to evaluate the effectiveness of trade promotions, both pre- and post-campaign.

Achievements :

• Successfully launched NPDs Minute Maid Nimbu Fresh, New Kinley Soda, Nestea and Fridge Pack in the central region.
• Successfully executed cross-marketing consumer promotions with ITC, Nestlé, Cadbury, and Haldiram's.