subrata basu

Key Achievements o Improved the share mix from 60% projects to a steady 70% business via retail with sales orientation on Coverage and product mix, initiated new exclusive concept stores, improved share of premium products by 143% was successful in changing the sales mindset from a price approach to selling value. o Creatively positioned Nitco’s foray into digital tiles, was coveted with the designer tile of the year by the Times group compromising of the 170 top architects of India. o Won the Gold in Advertising across the Kyoorius ad awards and the Times Ad awards globally in 2015

SBU head for Speciality Tyres and Truck Bus Radial, responsible for P&L .Business is 60% global and 40% domestic, involves development of specialized tyres for ports, airports, mines, agriculture, other specialized applications, set up a new channel policy, engaged new global OE’M’s, was instrumental in CEAT’s foray in setting up its new plant for T.B.R. tyres from market research of project viability, product range, customer engagement, brand positioning and developing the launch communication. Also handled as Head Sales Development a new change management role for all product verticals In charge of developing and implementing sales system and process to increase effectiveness of frontline sales, o Achieved the highest sales in Speciality Tyres domestic in the history of CEAT 100 million INR, developed and implemented a new channel business model from dealers to Speciality Distributor.

Was heading the Marketing function for commercial tyre business. (INR 1200 million) 70% of CEAT’s revenues , consist of Truck, Bus, LCV, OTR, Speciality Tyres. Was responsible for the P&L, formulating the Business Strategy, product strategy, building a sales and marketing platform to develop a fast growth set up. Key Achievements o Yr 2007 achieved the highest revenue and profitability in CEAT’s past history. o Was appointed as the first chairman of the YEB (Young Executive Board) initiated in CEAT. o Was an instrumental member in driving key programs to take CEAT’s rating from 7 to No. 2 in Customer satisfaction across 2 years by TNS survey Yr 2008-09. o Industry Innovations : started an All India Transport Excellence Award and CEAT` Pro a unique brand building platform in the Commercial category o Build new premium brands (ex:CEAT Mile XL Lug XL) increasing premium sales from 30% to 55% in a span of One Year which are still the profit and image driver in this segment. o Was a key member in the new Brand Identity creation and communication development and driving change in CEAT.

Was incharge of the country P&L for my category to the Global HQ. Earlier to my current role from 2002-mid 2005, was handling the marketing of all Photographic Output Equipments and solutions portfolio for South Asia Cluster comprising of Afghanistan, Pakistan, Sri Lanka, Nepal, Bangladesh, Indonesia, Philippines, Malaysia, Maldives and Vietnam. Key Achievements o Delivered the highest growth in Digital dock print business of 330% was coveted the fastest growing business manager globally in Yr 2005 o Successfully set up a Minilabs reconditioned channel operation in India a role model used globally. o Set up from scratch across South Asia and rural India channel partners for the minilab business.

Handled functions of brand management for Horizon 3*,Horizon 1*, Spares, Service and Implements in my tenure as a part of the Strategy and Product Management Group. (The company operates its marketing across 3 platforms)Current industry products : Horizon 1,Hybrid products to be launched over the next 5yrs: Horizon 2 New Platform products to be launched over the next 10yrs : Horizon 3 Key Achievements o Was one of the key functional heads in formulating the competitive strategy along with Mckinsey, was the Process Master for NPD product concept development using Quality Function Deployment for a range of tractors and marketing campaign for the US and European markets. o Received the Mahindra hall of Innovation for the successful launch of Sactor, was a core CFT member for the successful new launch of 6 new brands by developing and guiding all product executives from concept finalization, market research, conducting QFD, volume estimation, market planning to launch. o Launched the most successful brand Mahindra Bhoomiputra with the fastest sales growth of 60%. Activity included formulating a complete new Brand Identity, Brand Research and developing an advertising campaign using “Govinda” as a testimonial o Achieved growth from a stagnating spare business of 55 crores to 88 crores and 120 crores over the next two years. o Set up a profitable 12 crore OEM oil business and a separate Mahindra engine business o Designed and developed the corporate CRM process plan with IBM, which later won the Deming.

Handling Automotive, Industrial lubricants and Shell Gas Marketing activities Was in charge of all Advertising and communication liaison with worldwide advertising agencies for campaign formulation and plan and manage marketing budgets for the region.

Handled all media’s, specialized in media strategy formulation. Awarded the Agency of the Year 1993, for the media Campaign for Bartaman