@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Connect with me:
Twitter: @SanjayDukle
Linkedin...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
A r e a s
O f
E x p o s u r e
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
K e y C h a l l e n g e s
 Create a complete “...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
K e y C o n t r i b u t i o n...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
L a u n c h i n g a B r a n d...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
L a u n c h i n g a B r a n d...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
L a u n c h i n g a B r a n d...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
L a u n c h i n g a B r a n d...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
K e y C h a l l e n g e s
 Create the key Crea...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
P r e s s / M a g a z i n e s...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
T a c t i c a l M a r k e t i...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
M a l l A c t i v a t i o n
T...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
K e y C h a l l e n g e s
 Practical research,...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
B r a n d M a r k e t i n g C...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
B r a n d M a r k e t i n g C...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
2011 saw the new Brand being ...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
Activation&
Engagement
The “P...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
On the occasion of 15th Anniv...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Areas of Exposure
Cross
Branding
A joint promot...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
K e y C o n t r i b u t i o n s
 Consolidate M...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
K e y C o n t r i b u t i o n s
 Represent the...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
K e y C o n t r i b u t i o n s
 Worked with a...
@SanjayDukle
UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA
Connect with me:
Twitter: @SanjayDukle
Linkedin...
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SD Retail Marketing Portfolio

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Transcript of "SD Retail Marketing Portfolio"

  1. 1. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Connect with me: Twitter: @SanjayDukle Linkedin: http://ae.linkedin.com/in/sanjaydukle Blog on Social Media : http://www.socialmajlis.com Blog on Sustainability: http://www.greenmajlis.com R e t a i l M a r k e t i n g P o r t f o l i o
  2. 2. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA A r e a s O f E x p o s u r e
  3. 3. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA K e y C h a l l e n g e s  Create a complete “Go To Market” Strategy.  Engage multiple agencies, teams, suppliers to work concurrently towards common goals.  Ensure the Brand / Store standards are maintained at all instances.  Roll out the Brand across multiple countries / regions on a time-bound schedule. K e y A c h i e v e m e n t s  Successfully planned and executed the “Go To Market” Strategy to launch the new Brand across 9 countries / 60+ stores over a period of 1 year.  Launched several new stores in new and existing markets.  Ensured the key value proposition of the Brand to which the customer base was aligned was retained and re-defined appropriately to keep existing customers engaged with the Brand.  Successfully managed to adhere to timelines across multiple teams / regions. Areas of Exposure L a u n c h i n g a B r a n d / S t o r e
  4. 4. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure K e y C o n t r i b u t i o n s  Briefing the Creative Agency for designing the creatives for Positioning the Brand. Confirmation of store signage layouts, costs and installation timelines,  Creating the Media plan for the launch of the New Brand / Store.  Ensuring with retail for aligning and executing all store level BTL elements like stationery, communication formats, uniforms, vehicle and window branding.  Aligning and executing all outdoor / Mall level branding to ensure awareness and footfalls to the store. Communicating the pre / post launch messages through the appropriate mix of media at a cost effective ATL level. L a u n c h i n g a B r a n d / S t o r e
  5. 5. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure L a u n c h i n g a B r a n d / S t o r e atl b t l
  6. 6. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure L a u n c h i n g a B r a n d / S t o r e S i g n a g e s middleeast
  7. 7. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure L a u n c h i n g a B r a n d / S t o r e S i g n a g e s india
  8. 8. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure L a u n c h i n g a B r a n d / S t o r e I n s t o r e e l e m e n t s
  9. 9. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA K e y C h a l l e n g e s  Create the key Creative Agency briefing to design a complete media pack with strong, aggressive creatives which evokes customer response, enhances campaign recall, and creates store footfalls.  Create the Media Buyer briefing to shortlist and negotiate on the best media options, at most competitive rates, and further improvement on the media plan for ATL elements.  Engage the retail team interactions to work out BTL element implementation at the stores participating in the campaign.  Management briefing and interaction to align the line of thought on a common wavelength. K e y A c h i e v e m e n t s  Consistently enabled the retail team to meet Sale revenue targets even during difficult economic times for the industry.  Acquired the most competitive media rates for the Brand across the group.  Acquired the most prime positions in key publications / channels for maximum impact. Areas of Exposure T a c t i c a l M a r k e t i n g C a m p a i g n s
  10. 10. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure P r e s s / M a g a z i n e s T a c t i c a l M a r k e t i n g C a m p a i g n s
  11. 11. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure T a c t i c a l M a r k e t i n g C a m p a i g n s O u t d o o r A c t i v a t i o n
  12. 12. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure M a l l A c t i v a t i o n T a c t i c a l M a r k e t i n g C a m p a i g n s
  13. 13. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA K e y C h a l l e n g e s  Practical research, analysis and briefing sessions with the core management and the design agency to mark where the Brand is coming from, where it is currently positioned and where it needs to reach.  Finalize the key Agency brief, budget and timeline which is the basis for the creation of the next Brand positioning campaign.  Personal participation during agency photoshoots, final creative confirmations and adaptations. K e y A c h i e v e m e n t s  Positioned the Brand as the Category Leader across all markets we were present in.  Achieved the status of “Superbrand” for 2010 for UAE and Kuwait. Areas of Exposure B r a n d M a r k e t i n g C a m p a i g n s
  14. 14. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure B r a n d M a r k e t i n g C a m p a i g n s
  15. 15. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure B r a n d M a r k e t i n g C a m p a i g n s
  16. 16. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure 2011 saw the new Brand being launched, with the new logo, and the new format of communicating with customers, to establish the Brand as a part of the customer’s lifestyle and a complete destination to FIND all their Home Décor needs. B r a n d M a r k e t i n g C a m p a i g n s
  17. 17. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure Activation& Engagement The “Paint Your Dream Home” competition was a core Brand engagement campaign and a roaring success. Held over 4 weekends across multiple cities in UAE, over 600 child participants between 5 – 12 years painted on the theme of “What does our home look like through the eyes of a Child”. The Final 12 winning entries featured in the annual Brand Calendar for 2011, and were sold, the proceeds of which were entirely given to UNICEF. B r a n d M a r k e t i n g C a m p a i g n s
  18. 18. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure On the occasion of 15th Anniversary of the Brand, a specially compiled “Taste of the World” cookbook was offered complimentary to the Woman Homemaker shopping with the Brand on a pre-defined purchase value. The Book is a collector’s item, and will tend to provide key visibility to the Brand on the shelves of numerous Home Makers who will retain this for reference the year ahead. B r a n d M a r k e t i n g C a m p a i g n s A c t i v a t i o n & E n g a g e m e n t
  19. 19. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Areas of Exposure Cross Branding A joint promotion with Tang, a Brand owned by Kraft Foods, where Home Centre vouchers were supplied at special rates to Tang. Customers won these vouches from Tang in a lucky draw. The joint promotion provided huge visibility to both brands across 5 countries. B r a n d M a r k e t i n g C a m p a i g n s
  20. 20. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA K e y C o n t r i b u t i o n s  Consolidate Media Budgets across 9 Countries / 60 + stores.  Work with Regional Marketing Teams across Mena region to allocate optimum funds across various appropriate media as per market reach and effectiveness, to maximize the Return on Investment.  Ensure every regional team works within the budget allocated as per annual retail Brand and Promotional calendar.  Work aggressively with media buying agencies to get maximum visibility for the budget spent, and further acquire value added upgrades / prime positions as possible. Areas of Exposure M a n a g i n g M e d i a B u d g e t s Malls / Store BTL Online (Social Media, emailers, Banner Advertising ) SMS Direct Distribution (Fliers, Door Hangers ) Newspapers / Magazines Radio Outdoor
  21. 21. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA K e y C o n t r i b u t i o n s  Represent the Brand at all Group level participation for Group Marketing initiatives and corporate meetings.  Represent the Brand as a Editorial Representative for providing Brand content for the Bi- monthly internal Corporate Group Newsletter.  Work actively with Retail to ensure store level participation for ATL / BTL activities launched by the group like the Group Loyalty Program.  Actively circulate all internal group marketing communication to the concerned respective internal stakeholders for efficient and timely distribution of vital information. Areas of Exposure M a r k e t i n g C o m m u n i c a t i o n s
  22. 22. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA K e y C o n t r i b u t i o n s  Worked with and managed business objectives with a team of Regional Marketing and Concept managers across Mena Region for achieving business objectives.  Managed an internal core team of designers and co- ordinators at the Corporate office.  Managed an external team of Creative Agency Directors, Media Buyers, PR executives and suppliers to execute all ATL / BTL elements as approved. Areas of Exposure T e a m M a n a g e m e n t UAE SAUDI ARABIA OMAN QATAR BAHRAIN KUWAIT JORDAN EGYPT INDIA
  23. 23. @SanjayDukle UAE KUWAIT QATAR SAUDI ARABIA OMAN BAHRAIN JORDAN EGYPT INDIA Connect with me: Twitter: @SanjayDukle Linkedin: http://ae.linkedin.com/in/sanjaydukle Blog on Social Media : http://www.socialmajlis.com Blog on Sustainability: http://www.greenmajlis.com T h a n k y o u f o r y o u r t i m e

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