Praveen Kumar

Experience

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  Food Beverages Confectionaries Salty Snacks Western Snacks Hydration Edible Oil

  Dec 1987 - now

  Chief Sales Officer (CSO)
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  Heinz India Limited & GCMMF Ltd. (AMUL)

  Jun 1988 - Feb 1994

  Sales Officer
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  PepsiCo India Holdings Private Limited

  Feb 1994 - Sept 2004

   Led the team of 2 Area Sales Managers, 10 Executives and 80 Distributors across the Upcountry Karnataka territory with the turnover of approx. Rs.30 Cr. per annum. Achieved:o Increased Market share by 28 points (from 47% in ‘97 to 75%) in ‘04 in a short span of 6 years.o Penetrated the Retail outlet base from 7000 to 22000 in 6 years & increased soft drinks business to all urban towns and 45% of the Rural Markets. Supported the entire team by leading from the front in Distributor and Distribution management of the territory. Handling discount and allowances budget of Rs. 2 Cr. pa. & Rs. 50 Lakhs pa on A & M. Executing national & regional Sales & Distribution KPI’s thereby ensuring healthy ROI for Distributors. Show less

  • Territory Development Manager

    Oct 2000 - Sept 2004

  • Area Sales Manager

    Oct 1997 - Sept 2000

  • Sales Officer

    Feb 1994 - Sept 1997
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  PepsiCo - Pepsi Beverages Company

  Oct 2004 - Dec 2014

  A) Lead 450+ crore gross revenue S&D operation & be the trouble shooter for South TN’s overall business operation & achieve AOP (Volume Growth, KPI’s, NR & Market share).B) Strategize the profitable & sustainable business growth model, grow category Industry, design the robust S&D segmented GTM model, Resourcing & trade activation plan.C) Enhanced team capability (30+ Managers & Executives & 300+ frontline team members) by competency gap mapping & design the training modules & execute 70%, 20%, 10% coaching model & monitor the progress. D) Coordinate with brand marketing team & revenue managing team to plan the customised packs & pricing which are suitable to the different geographies. Show less A) Lead India Beverages rural business operation (32% of the India Beverage Business); Achieve AOP, gain market share & Improve execution KPI’s.B) Lead the rural strategic planning, initiate & design the robust Go To Market S&D model, Rural trade marketing, resourcing plan for H&S for activation during season & sustain rural operation in lean season.C) Drive & support the team in designing the training inputs & modules to develop the capability & to enhance skills & competencies of the execution team. Show less  Led 375+ crore size of S&D operations through the team of 30+ managers & executives, 200+ distributors. Steered initiatives & drove the business towards the achievement of the prime goals in terms of market share, volume & revenue growths & execution KPI’s. Enhance team’s capabilities through skills & competency level mapping & design customized training modules to handle business, partners & environment.Achieved in the year 2010 & ‘11: o Gained market share of 11.5, 8.2 LRB share points, 10.6, 8.5 CSD share points, 21.1, 11.4 MBD share points, 17.5, 11.2 Water share points in Mysore & Mangalore city for ’09 & ‘10 vs. Dec ’08.o Kerala - 1.7, 2.6, 9.2, 0.7 points of Market Share against CCI in Kerala in LRB,CSD, MBD & Water vs. Dec ’08. o 4 managers of the team won the individual highest honor for the region & also was awarded the best unit for the whole of India in 2010. o Annual settlement with All Kerala Distributors Association & P.D.C on time, on the various issues of the distributors which had been pending for the last 2 years & ensured cost savings for both the years. Show less  Strategize, 200+ crore business & execute (through 35+ managers & the entire team) through the better brand positioning & ensure the flawless execution through the team to gain share & to grow volume. Plan & execute the brand & pack re launch, Manage & handle end to end national & local the key events. Example. IPL, Rock show, new year events etc.. Achieve the business objectives & geared towards capitalizing on business opportunities; improvising system & process. Work on consumer insights which helps in increasing consumers scores (TOM).  Led liaising with brand & channel team to develop yearly operational plans for national, regional & unit’s promotions on all the priority brands & key accounts.Achieved in 2008 & ‘09:o Volume growth of 19% over 06’, 5.5 market share points in CSD & 2.4 points in MBD (Mango base drinks). Increased distribution score by 3 points & CSS (Cold stock share) by 3.5 points. o In 2008; 35% growth over 07’ & gained 2.4 share points in CSD & 2.2 points in MBD. Distribution scores have gone up by 1.9 points & CSS by 1.6 points.o Re launched the brand 7up, Planned & executed the 360 degree activation - Ach 109% of the plan & grew by 41% over Yago & category mix from 38% to 44% during the period. Increased Category Share by 1%.o Reduced gap between the brand Pepsi & TU ‘Top Of Mind’(8 & 23 against 4 & 36 for Aug’ 07) & gained 8.1% share. House Hold penetration has increased to 6.1% (August 07’) from 5.7%. Show less  Achieved 121% of the AOP & grew by 124% over 05 & reached market share of 30% in the first year. Delivered the NOPBT of Rs.4.9 MM by generating royalty amount of Rs.6.8MM Sourced additional investments in Hyderabad and Chennai on working capital. Maximised business by sourcing high VPO DTI & DTH new customers. Driven the business through innovation: o 15 and 6 nominations from Hyderabad & Chennai as part of innovation. o 1.65 M & 0.92M 8oz case volume added through innovation in Chennai & Hyderabad. Show less  Lead the whole sales & marketing functions from strategies to execution in Jakarta, Indonesia. Extended the support for the frontline teams to convert Direct Sales operation to distributors system. Designed the modules for teams Capability Building, functional & leadership skills in S & D for Traditional & Organized Trade, Distributor & Distribution Management & for trade & brand marketing for brand & pack agenda. Conducted various customised classroom and on job training programs to build basic capabilities in front and middle line S & D teams. Supported the team in appointment & building infrastructure plans for the distributors & market mapping. Performed Capability Evaluation Process to sales personnel & built customised training programs. Show less

  • Associate Director - Sales & Marketing

    Feb 2013 - Dec 2014

  • Associat Director, Vice President, National Sales Manager

    Feb 1994 - Dec 2014

  • VP - National Head, India Beverages – Rural Business Operation

    Sept 2010 - Jan 2013

  • Senior General Manager - Head of Sales & Marketing, Karnataka & Kerala Unit.

    Jan 2009 - Oct 2010

  • General Manager - Head of Marketing & Market Development, Hyderabad Unit Operation

    Jan 2007 - Dec 2008

  • G.M. for Southern India – Franchise Operations, Chennai

    Sept 2005 - Dec 2006

  • Head - Project , ASDOS (IT), Bangalore

    May 2005 - Aug 2005

  • Head - Indonesia, AS&D Project

    Oct 2004 - Apr 2005
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  Savola Group

  Aug 2015 - Nov 2016

  National Sales Manager

  A) Led & Executed USD $90+ MM S&D operation in Edible oil division. Was the trouble shooter to gain market share by improving S&D by width & breadth, Planned & Achieved sales targets by volume & value. Achieved & over shot the net revenue plans.B) Strategized the profitable & sustainable business growth model, designed a robust S&D, segmented GTM model, trade marketing planned & executed. Ensured flawless execution to achieve all the planned objectives & KPI’s. C) Enhanced team’s capability by ensuring competencies skills gap mapping & designed the training modules & executed 70%, 20%, 10% coaching model & monitored the progress. D) Led the van sales operations from presales model as AS&D pilot project to improve Availability, Visibility & Depth of the business. Show less

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  PepsiCo & Atlas Dina., Iran

  Oct 2017 - Nov 2018

  NSM (Snacks & Foods - Iran) & Business Head – PepsiCo-Atlas Dina Co.,

  A. Lead & deliver USD $350+MM Sales & Marketing operations with Sales Growth, Profit & Market share plans.B. Strategize & execute the sustainable & profitable growths through harmonizing organizational competencies. C. Plan & execute the robust S&D segmented RTM model, Trade & Brand Marketing plans; collaboration with logistics, finance & HR team & deliver the objectives.D. Enhance team capability (85+senior managers & supervisors & 600+ front line S&D team members) by competency gap mapping & design the training modules. Execute 70%, 20%, 10% coaching model & monitor the progress. Show less

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  Prataap Snacks Limited

  Nov 2018 - Dec 2023

   PAN India’s fastest growing & the 4th largest salty & sweet snacks public limited company  Execute INR 200+cr Sales & Marketing plan. EBITA, Sales growth & Market share are the key must win battles. Strategize & execute the sustainable & profitable growths through harmonizing organizational competencies.  Plan & execute the robust S&D, segmented RTM model, Distribution foot print Width & Depth, Trade & Brand Marketing plans; collaboration with production, logistics, finance & HR team & deliver the objectives. Enhance team capability (RSM’s/ASM’s/SS/DB & supervisors & 900+ front line S&D team members) by competency gap mapping & design the training modules. Execute 70%, 20%, 10% coaching model & monitor the progress. Show less

  • Business Head - Prataap Snacks Limited

    Dec 2018 - Dec 2023

  • Head Of Sales Operations

    Nov 2018 - Aug 2021
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  Garuda Polyflex Foods Pvt Ltd

  Jan 2024 - now

  Chief Sales Officer (CSO)

  A) Indonesian USD $800+ MM public listed MNC group; Confectionaries, food & beverages business.B) Strategize & execute (PAN India) INR 100+cr business plan as a trouble shooter by with top & bottom line responsibility; EBITA, sales growth & Market share are the key must win battles through harmonizing organizational competencies.C) Plan & execute cost effective S&D, segmented RTM model, revive back the distribution foot print Width & Depth across India, Sustainable growth model through Trade & Brand Marketing plans; collaboration with production, logistics, finance & HR team & deliver the objectives.D) Enhance team capability (RSM’s/ASM’s/SO’s/SS/DB & 200+ frontline S&D team members) by competency gap mapping & design the training modules. Execute 70%, 20%, 10% coaching model & monitor the progress. Show less