Versatile,high-energy professional with 24 years of experience in FMCG, successful in achieving business growth objectives within turnaround & rapid changing external/internal business environment with good change & team management skills

1. Bhavin Lakhlani
~Contact: 09867220689 ~ E-Mail: lakhlani.bhavin@gmail.com
SENIOR PROFESSIONAL
Versatile, high-energy professional with 24 years of experience in FMCG, successful in achieving business growth objectives within
turnaround & rapid changing external/internal business environment with good change & team management skills
Location Preference: Bombay & Abroad
PROFILE SUMMARY
~ Sales & Distribution ~Profit Centre Operations ~Business Development
~ Channel Management ~Trade Marketing ~Business Intelligence& Analytics
~Sales Force Effectiveness ~CRM ~Capability Development
 A dynamic professional with 20 years of rich experience in Sales & Distribution and 4 years of experience in strategic and
business development; in role of trade marketing & distribution for PAN India
 Possesses insight of Indian markets in terms of geographical, trade and sales; successfully handled markets like Gujarat,
Maharashtra, Madhya Pradesh, Chhattisgarh, Orissa, Kerala, Delhi, Rajasthan, Uttar Pradesh, Utarakhand, Punjab,
Haryana, Himachal Pradesh & J&K
 Planned Sales strategy in line with organizational goal distribution strategy- rural expansion- in South up to 5k pop strata
and in non-south up to 10k pop strata from 4553 substockists to 7249 sub stockiest, and direct Redistribution stockiest
from 715 to 1172 over all pan India direct reach from 8,10,000 outlets to 10,00,000 outlets
 Demonstrated abilities in designing, implementing and monitoring strategically focused sales plans that created
advantage for both the company and business partners; experienced in sales booking, , implementation of systems
 Expertise in planning and implementing strategies in-line with marketing communication guidelines and policies to
achieve the assigned target; forecasting sales & revenue, identifying new markets and customer segments, developing
sales strategies to exploit these opportunities
 Proficient in designing policies & procedure for increasing productivity, focus brand distribution, effective coverage, range
selling; creating separate distribution channel for Foods and Beverages Trade a Hub and spoke model
 Experienced in handling sales related IT solution like Sales Force Automation, Distributors management software, Travel
Portal; SAP based reports for various strategy related decision like sales trend, budget v/s actual etc.
 Proficient in maintaining long-term customer relationship through the provision of high quality service and building
opportunities for client engagements; creating a merchandising program that enhanced brand awareness and helped
distribution channels disseminate product information to potential clients
 A result oriented professional with excellent leadership skills, adaptability & persuasiveness to sustain growth
momentum while motivating peak individual performances
ORGANISATIONAL EXPERIENCE

2. Dec’97-till date with CavinKare Private Limited, Mumbai
Growth Path:
Dec’97-Apr’98 as Sales Officer
Apr’98-Apr’99 as Sales Executive
Apr’99-Apr’02 as Area Manager
Apr’02-Apr’05 as Senior Area Manager
Apr’05-Sep’11 as Regional Manager - Senior Regional Manager
Sep’11-till date as Head-Sales Training, Trade Marketing and Sales Force Effectiveness
Key Result Areas
As Head-Sales Training, Trade marketing and Sales Force Effectiveness
 Entrusted with the responsibility of steering trade marketing & distribution operations PAN India for Personal Care,
Foods & Beverages, Coty , OTC and Dairy business
 Formulatingand rolling-out TradePromotion, TPR& below line salespromotionschemesfor expandingbrand reachandbusiness
 Involved in devising direct, numerical and weighted programs on distribution expansion and increasing RPS
 Developing IT related systems like Sales Force Automation & Distributor Management Software to bring more efficiency,
effectiveness in overall business; forecasting demand for RM, PM and stock movement plan
 Developing and effectuating sales & distribution related policies at PAN India base; rolling out merchandising activity plan
and driving through dedicated team across country
 Post aligning budgets with marketing, Overseeing sales forecasting and organizing Quarterly Sales Deployment Sessions
across the country to deploy the sales target and executing all trade marketing programs; looking budget planning with
marketing
 PublishingvariousMISReportsonaweekly,JC,quarterly,halfyearlyandyearlybasis,tosupportsales&marketingtotakevariousdecisions
 Assessing training needs through surveys, interviews with employees, focus groups and consultation with managers,
instructors or customer representatives
 Evaluating competency levels of employees and identifying areas of improvement for facilitating their contribution
towards organizational success; monitoring industry training and development activities; defining training approach for
the organization
Highlights:
 Successfully implemented CRM Billing Software and SFA (handheld)
across the country
 Holds the merit in looking after daily sales, productivity, ECO and focus
brand distribution captured online; All India unbilled outlets available in
one central report
 Successfully implemented Auto Replenishment System based on online
stock norms
 Essayed a key role in implementing running statement to track the Trade
marketing spends
 Exhibited efficiency in conceptualizing and implementing a national sales
newsletter “Hero of the Week” to recognize sales brilliance
 Successfully conceptualized and implemented new sales automation tools
as a part of sales force effectiveness & quarterly sales deployment
sessions for PAN India
 Pioneered the successfully launched products like Indica, Fairever, Spinz
Talc & Deo, Maa Beverages, Chinnies Pickles, Adidas and Jovan, etc.
 Exhibited efficiency in devising and rolling out various scheme like Scratch coupon, loyalty program for retail & wholesale channel,
HVOcustomer, urban & rural redistributionstockiest, quantity linkedpurchasescheme, incentive programsforfield force
 Played a key role in looking BTL activity like van working, bike salesman project at UP, Bihar, product demon, sell out
activity like MDCP, etc.
Key Result Areas
As Regional Manager - Senior Regional Manager
 Spearheaded sales and marketing operations across West, North & Focus region; targeted markets across states of Gujarat, M.P,
Chhattisgarh, Maharashtra, Goa, Delhi, Rajasthan, UP, Uttaranchal, Punjab, Haryana, H.P, J&K, Orissa and Kerala
 Managed ATL and BTL activities as Profit Centre Head; handled branch business with a team of 102 sales team and 5
commercial staff
 Formulated strategies and allocated budget as per volume, value and spend; managed distribution channel of 210 direct &
700 sub stockiest & 150,000 direct coverage
 Developed plans for launch of 24 new product or re-launch of existing product; tracked progress and ensured timely correction
to establish the same in the market successfully; rolled out below the line sales promotions to increase brand reach
 Oversaw financial planning and administration for the region, keeping receivables under control, ensuring profitability of
distributors and streamlining inventory at distribution locations

3.  Designed and supported motivational initiatives (e.g. contests, rewards, incentives) for Company employee and Business
Partners to encourage special effort to drive sales & distribution
Highlights:
 Expanded business as a Regional Manager in region West, North and Focus market
 Made a significant contribution in extension of distribution from 75,000 to 120,000 dealers in West region and from
100,000 to 150,000 in North region
 Played a key role in competently managing Kerala business; designing different distribution model & increasing distribution from
40 to 80stock points
 Successfully activateddifferent distribution model in Kerala resulting increased business by 21% for 2 consecutive years
 Exhibited efficiency in increasing direct distribution and rural presence
 Successfully delivered 4% more growth than the company nation average in Westzone and focus market
 Holds the merit in developing system and process in entire region
 Led the region in generating additional sales volume of INR 130 Crores annual ; managed a highly motivated and result
oriented team with attrition rate below 5% for more than 5 years
Key Result Areas
As Senior Area Manager
 Overseeing administration of complete sales and marketing operations across assigned region of Maharashtra
May’91-Nov’97 with Kamani Industries, Baroda
Growth Path:
May’91-April’92 as Management Trainee
May’92- Nov’97 as Area Sales Manager
ACADEMIC DETAILS
1991 MBA (Marketing) from Shivaji University, Kolhapur
1988 B.Com. from Gujarat University, Ahmedabad
TRAININGS ATTENDED
 In-house trainings on SAP and Sales & Marketing
 Perusing Diploma Certificate Course in Training and Development with Indian Society for Training and Development
Delhi
IT SKILLS
 Windows, MS Office and other Internet Applications
 SAP
PERSONAL DETAILS
Date of Birth: 12th June 1968
Languages Known: English, Hindi, Gujarati & Marathi
Address: 1701, Bliss, City of Joy, J.S.D. Road, Near Mulund Station, Mulund (West)-400080, Mumbai
Nationality: Indian
No. of Dependents: 4