Allana Group - Regional Manager - Trade Activation

Trade Marketing Strategy development and execution :

- Build differential GTM for different brands/variants/SKUs keeping in mind the kind of outlets, target customer segment, category development status.

- Plan and implement key initiatives for building geographies, towns, channels for the brands.

- Responsible for development, execution and performance of all marketing programs.

- Develop and deploy strategies for NPD launches - GTM strategy, action plan, action standards, execution and measurement of performance.

- Build linkages and alignment between the brand initiatives and the field sales team activities for maximum output efficiencies.

Plan and execute the BTL initiatives along with the brand team :

- Increase effectiveness of BTL activation by ensuring 100% strategy execution.

- Planning & activating of all BTL activities including, visibility drives, rural sales activations, samplings, loyalty programs, QPS etc.

- Contribute towards brand planning process and marketing calendar development.

- Work with sales team to understand the need of POSM materials, and then execute the implementation of POSM (design, production, logistic, how to fill strategies etc.) through external agency or through internal sales.

- Execute key outlet activation programs

Be a change agent to improve business performance :

- Build trade marketing infrastructure in the region by developing sound systems and processes required to deliver marketing effectiveness

- Track competitor marketing and promotion strategies to pre-empt and suggest reactive actions. Act as an information pool for competitor activities across major categories and support brand team for designing brand operation initiatives.

- Train the sales team of the new ways of working/ new GTM / new launches for better operational success.

Analytical ability for better efficiency in Trade marketing :

- Analyze Channel wise, geography wise and category wise business metrics to initiate strategic/tactical plans.

- Analyze various consumer data that has been collected through market research and BTL activities. Also conduct pre & post promo analysis.

- Understanding of AC Nielsen measurements like ND, WD, SAH, PDO to draw inferences and drive the necessary shifts

- Closely track secondary/off take sales in Key Outlets & Modern Trade.

About the Company :

Established in 2013 in India, Frigorifico Allana Private Ltd (FAPL) is the consumer product division of the 150+ year old Allana Group. It is one of the fastest growing food companies in the country with a portfolio of brands in the B2B and B2C space across the categories of refined edible oils, bakery fats & bakery ingredients, olive oil, and premium ice creams.

Within a short span of few years, it has successfully launched many world class food products that cater to both consumers and industrial businesses in multiple categories. Key brands include Sunny, Priya (Edible Oils), Alfa (Specialty Fats), Pristine (Bakery Fats & Ingredients), London Dairy (Premium Ice Creams), Allegro (Olive Oil) amongst others.

About the Brands :

The consumer segment of the oils and fats division has two brands- Sunny and Priya that cater to different consumer segments with differential brand narratives, offerings and pricing. These two brands currently operate in Maharashtra through a conventional FMCG distribution structure that is a mix of traditional trade and Modern Trade like D-Mart, Big Bazaar, Reliance Retail along with many other prominent national and regional chains. The brands have also started featuring on online e-commerce platforms like Big Basket and will soon be on Amazon pantry.

Today, both the brands- Sunny and Priya are one of the fastest growing brands in the Sunflower category across the Maharashtra state and are poised to take bigger strides in the coming future.