Market Strategy&Planning
Ukraine
• Literally doubled P&G Laundry market share (15% => 30%) in Ukraine in 07/2003-06/2006 period, smashing competition in all price segments• Orchestrated distribution, pricing, shelving and merchandising strategies for 8 Fabric&Home Care brands (Ariel,Tide,Bonux,Ace,Lenor,Mr.Proper,Fairy,Comet) =35% of total P&G business• Reached and maintained P&G Laundry weighted distribution of 99% (best ever level) by leading multifunctional distribution-building projects• Initiated and coordinated national “Price monitoring” project, tracking actual shelf pricing• Performed regular category business analysis (Distribution, OOS, shipments etc.). Dramatically improved the accuracy of forecasting• Managed the budget for all trade activity in F&HC category, improving investment effectiveness. Took part in “Olvia Beta” integration after acquisition• Developed multiple trade marketing campaigns. As a part of Eastern European (EE =RUS, UKR, BEL) team led several programs for total EE. Some ideas reapplied then in Russia/Belarus• Initiated, planned and launched 4 multi brand co-marketing promotional programs building partnerships with automatic washing machine producers (Candy, Samsung, LG, Whirlpool)• Acquired insights from consumer researches (focus groups, in-home visits etc.). Directed different ATL/BTL agencies (from idea stage to POSM development/field execution)• Conducted in depth analysis of competitive business strategies regularly. Developed plans (national/regional/channel specific) securing undisputed leadership of P&G. • Other corporate projects (8 trainings as corporate trainer, interviewing (>100 people) etc.)