SD Retail Marketing Portfolio

@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

@SanjayDukle
A r e a s
O f
E x p o s u r e

@SanjayDukle
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

@SanjayDukle
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.

@SanjayDukle
Areas of Exposure
atl
b t l

@SanjayDukle
Areas of Exposure
S i g n a g e s
middleeast

@SanjayDukle
Areas of Exposure
S i g n a g e s
india

@SanjayDukle
Areas of Exposure
I n s t o r e e l e m e n t s

@SanjayDukle
 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.
 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

@SanjayDukle
Areas of Exposure
P r e s s / M a g a z i n e s

@SanjayDukle
Areas of Exposure
O u t d o o r A c t i v a t i o n

@SanjayDukle
Areas of Exposure
M a l l A c t i v a t i o n

@SanjayDukle
 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.
 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

@SanjayDukle
Areas of Exposure

@SanjayDukle
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.

@SanjayDukle
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.

@SanjayDukle
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.
A c t i v a t i o n &
E n g a g e m e n t

@SanjayDukle
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.

@SanjayDukle
 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

@SanjayDukle
 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

@SanjayDukle
 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

@SanjayDukle
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

SD Retail Marketing Portfolio

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