Nivedita Sarkar Email & Phone Number

India

India

Mumbai, Maharashtra, India

Mumbai, Maharashtra, India

Mumbai

An exceptional opportunity to launch a completely new bank in India. It allowed me to understand how to build a new brand from the ground up in a difficult and competitive category like finance. My responsibilities and achievements include the following:BRAND IDENTITY & STRATEGY: creation of Brand IDFC Definition Tools,Brand Architecture, Brand Manual, articulation of the Brand Key and positioning statement, conceptualizing and developing the Brand Identity (including the Logo Design), the manifestation of the identity in various form across collaterals, and developing the enterprise-wide communication templateBRAND LAUNCH: managed the launch of the brand spread over several platforms, including media launch, networking events and the internal launch across multiple locations, COMMUNICATION: responsible for selection and planning of all ATL media for the Bank - spanning Brand Communication (e.g. Corporate Brochures, Brand Launch Films), Product Communication (e.g. Account Opening Kits) and Communication for Brand Innovations (single-handedly branded and developed communication for a revolutionary product in Indian rural banking – MicroATM)

Mumbai Area, India

An incredible opportunity to learn and participate in the marketing of a pan-India brand in the extremely dynamic, competitive and media-heavy category like Telecom. Specifically:BRAND CAMPAIGN LAUNCHES: developing ATL plans in regards to business way forward and focus areas and handling amplification of campaigns across markets and mediaBUSINESS STRATEGY: working on business strategy and development of positioning for the Postpaid Business; single-handedly responsible for catering to all creative requirements for the allied businesses, including Idea Money, Idea Broadband and Idea 3G DevicesBRAND STRATEGY (PAN-INDIA): developing and standardizing the Brand Architecture, continuously evolving and updating the Brand GuidelinesCIRCLE STRATEGY: interacting with Circle Teams to finalize on the Yearly theme and Quarterly focus areas based on market scenario and research findings; conceptualizing campaigns for the Circles and ensuring proper execution with respect to usage and phasing of Media. Also responsible for monitoring all Circle activities to ascertain effective use of budgets, and adherence to the Annual PlanDEVELOPMENT OF 'GO-TO-MARKET' STRATEGY: Managing BTL Product Launches, development of creatives and launch kit of nationally launched products for various business verticals

New Delhi Area, India

CAMPAIGNS AND PRODUCT LAUNCHES:~ATL & BTL Communications~Strategizing and executing all circle level campaigns in tandem with various zonal business teams~Ideating and generating content for Advertising & Brand Communication (Single-handedly executed all brand promotions for the launch of 3G services in Gujarat)~Brand and Consumer Research EVENTS & ACTIVATIONS: Ideating and executing independent circle level activations and events, including channel engagement activations for own channel partners, distributors & retailers; direct customer engagement events such as Mall Activations, College Activations; and Special targeted events for higher SECs/Youth. (The yearly activation strategy created led to an increase of 3000+ recharges of 3G data, and a 3 point increase in the Brand Track Index)

Role & Responsibility:• Product Launches: Strategizing and Executing Marketing campaigns and product launches• BTL Activations/POS:o Generating content and executing all Advertising & Brand Communication (including POS)o Conceptualizing and executing all events/activations to support marketing promotions o Responsible for all Corporate communication (Internal & external), including intranet, newsletters, PR• Tie-Up’s:o Undertaking tie-up’s and co-ordination with Media and Advertising Agencieso Undertaking tie-up’s and negotiations with all vendors for BTL elements• MIS & Research: Monitoring campaign performance by undertaking Marketing Effectiveness Study• Special Projects:o Researching, planning and conceptualizing the introduction of the group identity, and philanthropic model of businesso Strategizing the implementation of an 'Entrepreneurship' development model as a Mentoring platform and an Academic incubator

~Preparing a Flora2000 Brand Visibility campaign for Mumbai~Used In-depth interviews of existing consumers to understand their behavior and the positioning of the Company~Identified prospective target audience for the company and prepared a micro-targeting model for each segment~Analyzing the Premium Flowers market in United States~Analyzed market and consumers using Competitive mapping and Need gap analysis ~Used SWOT and other tools to identify opportunities for the brand~Mapping the Direct Marketing and Affiliate Marketing Processes and giving Recommendations for the same

Advanced Program In Data Analytics, Marketing

Pgdm (Communications), Marketing, Brand Management, Media And Communications

Bachelor Of Arts; Hons, Economics

Activities and Societies: Dramatics; Newspaper

Science

Education record

Education record