Monika Razdan Email & Phone Number

Pune Area, India

Pune Area, India

Tata BlueScope Steel is an equal joint venture between Tata Steel and BlueScope Steel, Australia. The company operates in the SAARC region in the field of coated steel, steel building solutions and related building products.Headed marketing for “Durashine” a 1200 Cr. retail brand of Tata BlueScope Steel. The Brand has a Pan Asia distribution and caters to the premium niche segment of building products.- Strategic Marketing Management:o Plan long and short term marketing initiatives for market share and channel growtho Analyse brand performance vis-à-vis competition and plan annual/quarterly growth strategies- Integrated Marketing Communication:o Plan distributor wise annual and quarterly Product Promotion Activity Cardo Conceptualize and develop effective National and local ATL and BTL campaigns. Liaise with sales officers, distributor teams and agencies for the effective execution of National and local campaigns. Monitor and control brand spending vis-à-vis sales budget.- Product Pricingo Quarterly product pricing review to ensure price competitiveness in the marketo Release of Pan India pricing taking various stake holders into confidence by ensuring adequate product profitability - Trade Marketing:o Plan effective annual and quarterly Dealer and Influencer Loyalty Program based on regional/local market requirements.o Roll out distributor wise promotional scheme for addressing tactical marketing needs Marketing Research and Market Intelligence:o Identify and shortlist research agencies to conduct research on Customer profiling, Customer Satisfaction surveys and Media Spend trends.o Work closely with the regional sales team to keep track of the competition to plan long and short term counter strategies

Mumbai Area, India

Hindustan Pencils is one of the rapidly growing consumer goods company with footprints in 52 countries. ‘Nataraj’ and ‘Apsara’are house hold names and have been a success story. Headed premium products' portfolio at HP.- Strategic planning and Brand Portfolio Management o Plan long and short term growth strategiesfor market share growth and brand visibilityo Review brand performance vis-à-vis competition and strategize brand plans accordingly- Integrated Brand/Marketing Communication and Consumer Awareness Programs:o Setting up the Annual Marketing calendar, budget planning and allocationo Conceptualize and develop effective ATLand BTL (Events, Exhibitions, Road shows and Brand activations etc.) campaigns in association with the agencies. Track media deliverables.o Work out interactive Social Media(Face book, Twitter and Pinterest etc.) strategies for the brand- Marketing Research and Market Intelligence:o Liaise with research agencies to conduct research on Brand Imagery, NPD feasibility,analysing consumer preferences for any packaging revamps and Ad content/likeabilityetc.o Liaise with sales team to keep a track of the competition and hence device strategies to counter the competition- Pricing and Profitability Managemento Review product pricing periodically to ensure price competitiveness in the market and adequate profitability to the companyo Monitor and control brand spends vis-à-vis sales budget- Trade/Consumer Offerso Plan consumer and trade offers by making operational and cost effective planso Manage the execution and assess the impact on salesSuccess Stories:- Revamped Brand packaging which completely changed the brand experience of consumers and set a new area for evolved aesthetics for stationery players in the country. It took market by surprise and the brand witnessed 40% YOY sales growth.- Spearheaded digital marketing and product innovation initiatives for the brand. Received appreciation from the Board of Directors

Mumbai Area, India

Health Total is India’s leading Wellness brand. It is a name synonymous with Health and Nutrition. It offers unique wellness solutions through its chain of clinics. I handled overall marketing and communication of the brand- Responsible for overall Marketing of products and services of the company.- As Brand Custodian, handle all marketing functions like advertising, promotions, and brand marketing to increase the brand equity.- Responsible for all tactical promotional activities and strategic marketing activities conducted by the organization.- Liaising with the advertising agencies, suppliers, vendors and other key partners for periodic S&M activities.- Responsible for various corporate alliances and direct marketing activities.Achievements: - Successful ATL and BTL campaigns which increased Brand affinity and salience.- 300% growth in trials and successful conversions of the leads.

Mumbai Area, India

Himalaya is one of the most respected global Wellness brand. With the present portfolio of pharmaceuticals, personal care, baby care, well-being and animal health products, Himalaya has evolved into a 'head-to-heel' herbal wellness company.- Steering the growth of Retail Business Division in Mumbai.- Was responsible for developing and handling the business of the entire Mumbai city.- Making business proposals to the top management of the clients.- Increase market penetration of the products by opening new shop in shop outlets in conventional and unconventional business centers of the city.- Responsible for budgeting, sales planning and forecasting of SIS in Mumbai.- Responsible for setting up sales targets, devising incentive schemes and organizing promotional activities to increase the sales of shop-in-shops.

Goldman Sachs 10K Women

Marketing, A+

Management Development Program

Entrepreneurship Development, Strategic Marketing, Start Up Ecosystem

Master Of Business Administration (Mba), Marketing, A

Bachelor Of Engineering (B.Eng.), Chemical Engineering, A+

12Th, Science And Maths, A+