G.S.SIVA KUMAR

• Consultant with over 30 years of Hands On experience in Sales and Marketing in India and UAE

OVERVIEW……

• 19 years of Sales Experience in India with Smith Kline Beecham, Cavinkare, Dabur Foods

• Handled the entire Southern Indian States as Area Manager and Regional Manager

• 15 Years of Sales and Marketing experience in UAE handling leading Brands like Kiri, La Vache Quirit, Prince, Tuc, Lesieur, Ocean Spray

• 1Year in Consulting / Training

CAREER HIGHLIGHTS

• BRANDS : HORLICKS, BOOST, SILVIKRIN, BRILCREEM

• Won the “Ace Salesman Award” in the first Batch.

• Hat-trick Winner of ‘Best Team Manager Award” between 1991 and 1994.

• Lead successful launches like Mother’s Special, Junior Horlicks, Chocolate

Horlicks and Horlicks Biscuits.

• Doubled the T.O in Kerala for GlaxoSmithKline in 3 Years- 1991 to 1994

• Appointed 16 new Distributors in Kerala without any Association interference with in 6 months during 1992 to increase distribution by 50% and Market share grew by 11% in 3 years.

• Received the “Simply Better’ award from Top Management for effective Managerial Performance.

SMITHKLINE BEECHAM-1980-1995

CAREER HIGHLIGHTS

• Entire Southern India for the cosmetic Brands of Nyle, Meera and Chik

• Handled a huge team of 7 Area Managers, 20 Supervisors and 120 front line Salesmen

• Won the Best Regional Manager in Cavinkare in 1995-1996

• Designed and implemented an innovative trade promotion for the Brand ‘Meera’ to take its sale to Record growth during 1995-96

• Launched Nyle Herbal shampoo in South successfully.

• Increased the rural distribution by subsidising distributor salesmen costs and reached a distribution of 125000 outlets from 105000 in 1995-96.Market share for ‘Meera’ grew by 7%.

• Brought in the concept of C&F-Logistic System for long-term profitability, converting the traditional Branch operations.

CAVINKARE- 1995 to 1996

CAREER HIGHLIGHTS

• Dealt in the products “Real Juice”, “Hommade”, “Lemoneez”, “ Creamwich”

• Launched the Food Division for Dabur in Record time during 1997 -The theme

‘Monday marketing’ • Tapped most innovative channels like theme parks, food chain outlets to create

awareness. • Used House to House campaigns, sampling in Marina beach to reach

consumers. • Appointed over 75 new distributors in Metros in 3 months to launch the Food

Division - Market Share in the first year 5%

DUBUR INDIA LTD- 1997 to 1999

CAREER HIGHLIGHTS

• Dealing in International Brands like Kiri, La Vache Qui rit, LU, Kraft ranges, Lesieur and Ocean Spray.

• Grew the Turn over 400% during the tenure.

• Showed decent growth even during the recession-struck years.

• Launched major products in Jar Cheese category and captured 15% market share(SM) in 3 years.

• Brought in a concerted Key Account focus in line with the evolving Modern Trade.

• Implemented review systems to ensure balanced investment across Key Outlets.

• Handling the A& P accounts of the Principals efficiently to get the best ROI.

• Established Brand Development initiatives in Leading Retailers and Category Management (CATMAN) in Carrefour closely working with MEMRB.

• Identified sources to develop new product categories to augment business growth.

• Implemented pricing strategies for product categories to improve the overall profitability of the Organization.

AL RASHIDEEN TRADING LLC- 1999 to 2014

AREAS OF EXPERTISE

• Identify and develop new streams for long-term revenue growth and

maintaining relationships with customers to achieve the targeted growth in business.

• Conduct competitor analysis by keeping abreast of market trends and competitor moves to achieve market share metrics.

• Utilize the public information and personal network to develop marketing intelligence for generating incremental business from new avenues.

BUSINESS DEVELOPMENT

AREAS OF EXPERTISE

• Plan Brand wise, channel wise, category wise targets with a rational block-

building concept. • Develop brand strategies to build consumer preference and drive sales volumes

through channels. • Negotiate with top Key Accounts for Annual Agreement with counterparts

against investments. • Provide specific tools to the line Managers delegating authority and extracting

responsibility. • Institute comprehensive score card for each Key Account to track performance

and ensure monthly and quarterly reviews are done by the Line Managers with Key Accounts.

• Liaise with System department to bring out reports to enable micro analysis of data to make decision making in the most rationalistic manner.

• Evaluate marketing budgets periodically including manpower-planning initiatives and ensure adherence to planned expenses.

• Plan capital investment needed each year in line with the expansion envisaged. • Monitor and keep collections under control, and ensure timely recovery of

debts.

SALES MANAGEMENT

AREAS OF EXPERTISE

• Get shopper research findings done by the Agency and share the same

with the Key Accounts for implementing category strategy.

• Orient the flow of the planogram in line with the shopper preferences.

• Advise Key Accounts on specific category tactics to capitalize on shopper feedback.

• Plan Annual Promotion Calendar for Key Accounts in line with their Promotion calendars.

• Organize thematic events in each Key Account to cater to their Shoppers' needs.

SHOPPER MARKETING

AREAS OF EXPERTISE

• Spearheaded many successful launches which have become household names

in few years.

• Negotiate with the Principals for A&P budgets in line with volumes and market requirements.

• Conduct & organize sales promotional activities as part of brand building and market development effort and work out attractive promotional Packages.

• Devise innovative Planograms for each category of products for Brand enhancement.

• Worked in Synergy with MEMRB for implementing category management in Carrefour

• Negotiated with Key accounts for data-sharing to do meaningful analysis.

BRAND MANAGEMENT

AREAS OF EXPERTISE

• Create a positive work environment to charge up the employees, to

maintain efficiency level, and to boost their morale.

• Do periodic Appraisals for front line Managers, Key Account executives and other field force members towards enhancing their performance standards and to reward meritorious deeds.

• Conceptualize & develop need based training modules for developing multi skilled work force for cross utilization within sub processes for optimum efficiency.

• Lead, train, delegate and develop employees to take up higher positions/ responsibilities.

TEAM MANAGEMENT

PROFESSIONAL CONSULTING

• Study the present sales structure, responsibilities and authorities of various levels of personnel and suggest proper structure in line with the market requirement.

• Study the Distribution of the products and suggest methods to increase distribution in line with the product profile and market potential

• Analyse sales data and come out with meaningful suggestions for growth

• Facilitate appointment of good distributors at strategic locations

• Suggest innovative Trade schemes to increase sales

• Provide insight in Category Management and Merchandising solutions

• Plan Below the Line Marketing activities

• Facilitate recruitment of Sales Force

• Give Professional Training to Sales Force in Sales Management and Negotiation techniques

EXPERTISE OFFERED

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EXCELLENCE