Pratima Bharti

 Accountable and responsible for PAN India Trade Marketing for General Trade and Modern Trade (B2B:- Walmart, Metro Cash and Carry, B2C:- More Hypermarket, Reliance, Spar and Spencer etc.)  Lead responsible for end-to-end design & execution of Brand Campaign & Strategy for a Product Portfolio of INR 100+ Crore  Defined product value proposition based on in-depth analysis of consumer insights, purchase behavior & evolving needs  Conducted extensive data analytics to aid strategic decisions regarding Pricing, Discounts & Margins, Sale Budgeting, Sales efficiency and in defining performance development tools  Identified brand objectives & developed Marketing Plans with Budget & initiatives to bring in cost efficiencies  Liaisoned with multiple stakeholders with-in & outside the organization for timely development & deployment of print & digital collaterals required in execution of campaign strategy  Ensured desired customer engagement via all targeted platforms of brand /product promotion  Identified metrics to monitor and evaluate the performance, ROI & impact of new product launch  Go-to-Market Strategy for New Product Launch and Retail Mobile App  Worked on Sales Force Engagement Strategy to align their respective KPIs towards driving growth for the product  Designed all trade promotions, driving execution and sell-out operations of PAN India  Organized BTL activities/Retailer Meet/Product Launch across Branch to ensure Brand representation in the market  Conducted training to the sales team on upgrading their selling skills and technical knowledge of products to maximize productivity

• Nationally handled Modern Trade retail business vertical worth ~ INR 500 million/year • Handled 7 key retail players-Lifestyle, Shoppers Stop, Central (future group), Pantaloons, Dabur NewU, Health & Glow, Project Eve (Reliance) • Handled team size of 600+, where 7 are direct reportees • Fully accountable for P&L of the business, reduced the Variable Cost by 10% MOM • Grown the business by 300%, market share by 6%, brand rank by 60% in FY 19-20 from FY 18-19 • Designed & implemented processes to enhance sales productivity with extensive data analytics to add strategic decisions, increased viable lead by 110%. • Increased sales by 300% by quarterly stock planning, reduced the inventory cost by 400% • Planned and delivered monthly promotion strategy, leads in increasing sales by ~45% WOW • Planned stock fulfillment strategy to reduce inventory holding ratio w.r.t sales to 1:3 from 1:10 • Created GTM strategy, RTM strategy, business plan & financial models for all retail channels • Developed category analysis and marketing plan, promotion strategy, retail and trade strategy etc. • Increased profitability by ~INR 10 million by analyzing sales data and minimizing business gaps • Started training process to on- ground team w.r.t. sales, products, business policies, promotions, customer service, make over and grooming standards etc. • Continuously analyzing the customer's positioning w.r.t. New Product Launch to provide best pre-at-post service to them

 Handled PAN India Business Analysis and Strategy Planning for General Trade business  A part of steering committee member looking after all the in-out of the business  Awarded with the Central Node and Shining Star of the business vertical by the company  GTM & RTM:- Prepared strategy for PAN India for business volume of 7.5 Lakh MT+ p.a.  Periodically analysed data for defining business strategy w.r.t sales & stock planning, fast & slow moving SKUs, product pricing, sales & marketing budget, manpower budget etc.  Prepared and executed primary & secondary sales planning, bottom up target build up, margin budget for 16 states, 6 product portfolios, 37 SKUs and 2 brands  Co-created and launched first version of technology road map for the sales team, helped in improving the sales team efficiency by 70% in FY 17-18 from FY 16-17  Formulated & executed business plan for going into retail from trading business model, increased retail penetration by 250% with 325% sales increment; worth ~ INR 100 Crores  Led consulting projects on behalf of organization with BCG and McKinsey  Planned and managed 70+ marketing activities (ATL+BTL) to reach end customers  Redesigned 2 packaging item to reduce Average handling time by 70%  Prepared & executed customized schemes/incentive worth ~INR 113 Crores for diff. stakeholders  Improved business reach by 37% and improved coverage by 53% with efficient outlet mapping  Developed market construct, did pri. & sec. research basis complex analysis of brand’s business, industry, competitors & concept testing

Creation of a road map for the geographical expansion strategy of tribal farmers’ development a) Conceptualized 4 business models- Agri-entrepreneurship cum business correspondence model, Lift irrigation coupled with drip model, Poly-house model as an enterprise and Agro-processing model, to scale up SFI’s work b) Conducted quantitative & qualitative analysis and studied the financial impact of each business model c) Conducted Supply Chain Impact Analysis: Market Connectivity, Value Addition, Better Practices and Planning d) Communicated with and analysed the roles and responsibilities of all public and private stakeholders and worked for PPP model

- Gold medalist in throw ball in interuniversity sports meet - Silver medalist in volleyball in inter-IIMs sports meet - Projects and descriptions: 1. Research projects on Rural marketing to gain purchase process,brand awareness & buying behaviour of rural consumers over FMCG and non-durable products 2. Live consulting project on "Disconnect-the online flea marketplace (start up by IIM-A students) to analyse sellers & buyers behaviour, perception & transaction pattern through disguised marketing 3. Project: Retail banking transformation (omnichannel & digital transformation) & factors leading to investment decisions in the banking sector 4. Wrote a concept Paper on payment banks to analyse market opportunity, impact & operations w.r.t. normal banks, EXIM & Land development banks

- Top 10 of the batch - National player of Kho-Kho - District player of volleyball, Handball, Running - Maths and Science Olympiad scholar - Awarded with many literary prizes in poem writing