About Rakesh Singh
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Academic Level Master’s Degree
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Age 53 - 57 Years
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Salary 1000
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Gender Male
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Position Marketing and Sales
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Viewed 24
About me
I have extensive experience of selling Beverages, such as Carbonated Soft Drinks, Energy Drinks, Bottled Drinking Water, Fruit Juices, Milk Products and Alcoholic Drinks.
In Africa, while working in Uganda, Angola, Mozambique, Ghana and Nigeria, I have acquired numerous distributors, wholesalers and retailers.
My method of acquiring new clients is to do systematic fieldwork and market surveys. I have done numerous market surveys in the above-mentioned countries, like Every Dealer Survey (EDS), In Trade Marketing Opportunities (ITMO) and Organoleptic Tastes to make a considerable number of distributors, wholesalers and retailers.
Education
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1996 - 1998
Mahatma Gandhi Kashi Vidyapith
Master of Business Administration
I have passed Master of Business Administration in 1998 with specialization in Marketing from Mahatma Gandhi Kashi Vidyapith (State University)
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1990 - 1992
University of Lucknow
Master of Science
I have passed Master of Science in Geology from University of Lucknow in 1992
Experience
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2023 - Present
Abhimantr Sales & Marketing Consultancy Services, Varanasi, India
Owner
Udaymantr Sales & Marketing Consultancy Services is a Startup, started by me in March 2023.
The startup provides all types sales & marketing campaigns such as, above the line / below the line / through the line and sales staff training and development.
My objective is to provide services related to sales & marketing to local midsize business owners who are dealing in gorcery, clothes, toys and kindergartens / primary schools.
So far, I connected with 109 business owners and 39 out of them have taken the services.
I have been struggling for last one year to make this startup sustainable. -
2021 - 2022
Kiri Bottling Company Limited, Kampala, Uganda
Country Head - Sales & Marketing
Kiri Bottling Company Limited is a beverages manufacturing and distribution company, established in 2018. The company has a factory in Kampala, Uganda, equipped with Sidel machines. The company manufactures and distributes carbonated soft drinks (KIRI, PINADA and MOJO), carbonated energy drink (MUSTANG), bottled drinking water (VIO) and ready-to-drink alcoholic beverage (SWAG).
As Country Head – Sales & Marketing, the following were my duties and contributions –
Sales targets – Setting realistic monthly and yearly sales targets and supervising the sales operation in entire Uganda with an 18-member team to meet sales targets through wholesalers & distributors and ensuring consistent stock level of all the SKUs (2021:- sales target achievement = 94%, sales growth = 42%; 2022 (till October):- sales target achievement = 96%, sales growth = 24%).
Controlling credit sales and encouraging advance-payment sales – Reviewing & implementing credit sales policy in coordination with the accounts department to expediate credit collection and to keep customers’ outstanding with in credit limit & credit period; conducting outstanding audits as and when required; incentivizing customers for advance-payment sales.
Distribution – Updating and restructuring sales routes on regular basis to cover 100% of the market. (Managed 9 sales depots and >3000 retailers, wholesalers & distributors). FieldAssist Software – Initiated FieldAssist software installation which is a B2B and SaaS internet-based sales automation software.
Market development – Maintaining and developing market by identifying new business opportunities; developing & implementing overall market development strategies; developing strong relationship with wholesalers, distributors and key accounts to accelerate growth; developing sales capability and profitability of wholesalers, distributors and key accounts by appropriate intervention and application of technology; monitoring KBIs at multiple levels; making strategies for vertical and horizontal growth; participating in generic & specific media planning; developing & launching new products (launched “Mojo – strawberry” carbonated soft drink in 350ml pet and “Swag – Cafe” ready-to-drink alcoholic beverage in 350ml pet); exploring new marketing opportunities (conducted several organoleptic tests in market and noted taste preferences of >30,000 people ); making and renewing trade contracts with distributors, wholesalers and key-accounts; problem solving; ensuring accuracy & thoroughness to promote quality & productivity; observing competitor’s activities for pricing, trade discounts and products comparison; assisting wholesalers & distributors in inventory management i.e., receiving, storing and maintaining FIFO.
Geotagging – Initiated geotagging process to define geographical location of each wholesaler and distributor.
Channel execution – Planning and implementing channel wise sales schemes and promotions to improve stock level, range selling, brand visibility & awareness and consumer & customer satisfaction.
System – Systematic and organized approach towards time management, prioritizing sales activities, generating daily/weekly/monthly sales targets & achievements reports, organizing daily/weekly/monthly sales meeting & reviews, upgrading sales routes information by conducting Every Dealer Survey (EDS) from time to time, maintaining and utilizing company’s assets & resources, controlling fixed and variable expenses of the sales operation by continuous focus on efficiency, monitoring and taking corrective measures for near-expiry / expired products.
Logistics – Making sales orders dispatch plan every evening and coordinating with warehouse and logistic teams for timely and accurate deliveries (made a dispatch route map for Uganda, introduced order number generation for unbiased approach and scheduled check-out timings of delivery trucks).
Recruitment & training – Recruiting sales staff and conducting training programmes to coach them to develop communication, negotiation & selling skills; to convey complete knowledge of products & processes; to motivate, recognize and reward real performers. Making and monitoring KPIs of sales staff and conducting performance reviews. Giving attention to average performers and provide them need based training. Developing employee engagement. -
2018 - 2020
Anjani Food & Beverages Limited, Luanda, Angola
Head of Sales & Marketing - Angola
Anjani Food & Beverages Limited is a food and beverages manufacturing and distribution company, established in 2014. The company has a factory in Luanda, equipped with Sacmi machines. The company manufactures and distributes carbonated soft drinks (Zipp), energy drink (Thirllz) and bottled drinking water (Orion).
As Head of Sales & Marketing – Angola, the following were my contributions –
Managed entire sales operation in 18 provinces of Angola with a 45-member team to meet sales targets (2018:- sales target achievement = 96%, sales growth = 79%; 2019:- sales target achievement = 98%, sales growth = 13%; 2020 (till July):- sales target achievement = 87%, sales growth = 18%).
Developed distribution network to cover 100% of the market. (Managed 5 key accounts with more 100 branches and 1589 wholesalers & distributors). Implemented FieldAssist software to the sales department. FieldAssist is a B2B and SaaS internet-based sales automation software, made for FMCG companies to provide senior management with accurate and real-time information of its sales team, products and market performance i.e., sales team live map, sales team attendance, sales reports in various formats, customized market surveys and sales orders dump data which lead to a faithful execution of decisions in the field.
Added more than 300 wholesalers to increase the sales volumes; managed >1000 wall painting & hoarding sites, 36 company’s truck-backs and >1000 local taxi-backs; developed & launched products, such as “Zipp Cola” & “Zipp Granadina” carbonated soft drinks in 350ml pet and “Orion” bottled water in 600ml pet; conducted several organoleptic tests in the market and noted taste preferences of >75,000 people; made and renewed trade contracts with distributors, wholesalers and key-accounts.
Geotagged >1000 wall-painting & hoarding sites and > 1500 wholesalers & distributors locations.
Executed various sales schemes and promotions from time to time.
Followed company’s credit sales policy and controlled credit sales.
Enhanced utilization of sales information system.
Improved regular sales order delivery plan.
Helped human resource department in recruiting sales staff. -
2012 - 2018
Varun Beverages Mozambique Limited, Maputo, Mozambique
Head of Sales
Varun Beverages Mozambique Limited is a member of RJ Corp, one of the fastest growing FMCG conglomerates in Asia & Africa. Varun Beverages Mozambique Limited is an exclusive manufacturer and distributor of Pepsi range of products in Mozambique under appointment from PepsiCo INC, New York, USA.
As Head of Sales, the following were my contributions –
Managed sales activities in 9 provinces of Mozambique with a 36-member sales team to meet sales targets while observing company’s credit policy. (2012:- sales target achievement = 98%, contribution = 48%, sales growth = 27%; 2013:- sales target achievement = 100%, contribution = 50%, sales growth = 32%; 2014:- sales target achievement = 99%, contribution = 47%, sales growth = 24%; 2015:- sales target achievement = 96%, contribution = 48%, sales growth = 27%; 2016:- sales target achievement = 90%, contribution = 51%, sales growth = 18%; 2017:- sales target achievement = 87%, contribution = 54%, sales growth = 15%; 2018 (till April):- sales target achievement = 84%, contribution = 51%, sales growth = 15%).
Created and developed sales routes & depots for maximizing distribution (Managed 9 key-accounts and 219 distributors & wholesalers to cover 24,680 retail outlets, started 4 sales depots, created 27 direct sales routes & 2 presales routes).
Conducted Every Dealer Survey (EDS) several times, monitored Key Business Indicators (KBIs) & Key Performance Indicators (KPIs), participated in media planning (conducted “E Só Katlha”, a generic marketing campaign in Above-The-Line, Below-The-Line and Through-The-Line sections), launched products (“Aqua Clear” packaged drinking water in 500ml pet & 1.5lt pet and “Mirinda Green Apple” in 350ml glass, 330ml cans, 330ml pet, 500ml pet, 1.25lt pet & 2lt pet packs), placed chilling equipment in market to improve products visibility and chilled products availability (placed 5262 visi-coolers, 6547 branded ice boxes, 18 ice making machines and moved 1824 visi-coolers from unproductive outlets to productive outlets), explored marketing opportunities (started distributing free ice-blocks to cluster markets and roadside small venders and created an informal market for the first time in Mozambique)
Developed numerous sales schemes and promotions.
Supervised regular sales reports and led routine sales meetings.
Recruited and trained sales staff. -
2010 - 2012
Varun Beverages Mozambique Limited, Maputo, Mozambique
Territory Sales Manager
As Territory Development Manager, the following were my contributions –
Handled 24-member sales team and met sales targets (2010:- sales target achievement = 94%, contribution = 25%, sales growth = 15%; 2011:- sales target achievement = 96%, contribution = 27%, sales growth = 19%).
Streamlined all credit customers by collecting old outstanding and maintaining them as per company’s credit policy.
Managed 87 distributors & wholesalers, 9 key accounts and 3628 retail outlets; made 42 distributors & wholesalers, 4 key accounts and 1968 retailers; made 3 presales routes.
Launched “Mirinda Pineapple” and “Mirinda Fruity” in 350ml glass, 330ml pet, 500ml pet, 1.25lt pet and 2lt pet packs.
Placed 371 visi-coolers, 417 ice boxes, 5 ice making machines and moved 93 visi-coolers from unproductive outlets to productive outlets.
Supervised quantity purchase schemes, scratch cards schemes, under-the-crown schemes, buy-one-get-one schemes and rack display schemes.
Conducted several market surveys from time to time to understand beverages market trends.
Replaced many incompetent sales team members by competent ones. -
2007 - 2010
Healthilife Beverages Limited, Accra, Ghana
Regional Sales Manager
Healthilife Beverages Limited is a food and beverages manufacturing and distribution company. The company has a factory in Accra, equipped with Tetra Pak machines. The company manufactures and distributes a big range of fruit juices, energy drinks and evaporated milk. The company has started its sales operation in March 2008.
As Regional Sales Manager, the following were my contributions –
Mapped and surveyed the cities of Accra and Tema; made direct sales routes, key accounts routes and presales routes (generated a list of 249 distributors & wholesalers and 1440 retailers).
Conducted market surveys in Accra for fruit juices, energy drinks, processed milk, soya milk and tomato paste to understand number of brands, market share and pricing in each segment; conducted organoleptic tests of various fruit juices and soya milk to determine Ghanaian taste & preferences.
Coordinated with Tetra Pak West African marketing team to develop 27 fruit juice pack designs and their literature for various flavours.
Launched “Healthilife GO” fruit juice drink (4 flavours), “Healthilife Nectar” (7 flavours), “Healthilife Premium” (7 flavours), “Gluconade” energy drink (4 flavours) and “Pure” evaporated milk in the cities of Accra, Tema and Kumasi.
Placed 24 hoardings across the cities of Accra, Tema and Kumasi and branded 14 sales routes trucks.
Wrote radio jingles and conceptualized two television advertisements and coordinated with advertising agencies for developing print & electronic ads and POS materials.
Achieved yearly sales targets (2007:- sales target achievement = 90%, contribution = 74%, sales growth = 9% ; 2008:- sales target achievement = 90%, contribution = 74%, sales growth = 12%; 2009:- sales target achievement = 92%, contribution = 73%, sales growth = 15%; 2010:- sales target achievement = 87%, contribution = 79%, sales growth = 21%).
Kept sales outstanding at its minimum by giving 2% cash discount on invoice.
Implemented various sales promotions & schemes.
Implemented daily sales, accounts & banking and dispatch & inventory reports.
Recruited 23 people in sales, accounts and warehouse. -
2005 - 2006
Classic Beverages Nigeria Limited, Lagos, Nigeria
Regional Sales Manager
Classic Beverages Nigeria Limited has bottling and selling rights of La’casera (a Spanish multinational soft drinks brand) and Virgin Colours (an US multinational soft drink brand) for West Africa.
As Regional Sales Manager, the following were my contributions –
Handled 21-member sales team and achieved yearly sales targets (2005:- sales target achievement = 93%, contribution = 72%, sales growth = 11% ; 2006:- sales target achievement = 96%, contribution = 69%, sales growth = 7%.
Collected most of old issue-related outstanding and converted 80% of the total sales in to cash-sales.
Covered Lagos market by three distinct sales operations i.e., presales, direct routes and key accounts for proper distribution of company’s brands at 2730 outlets.
Activated 450 retailers, 35 wholesalers, 21 distributors and 18 key accounts.
Launched “Virgin Colours” soft drinks and improved its sales up to 12% of the total yearly sales.
Conducted several sales schemes and promotions which helped in increasing sales, products visibility and customer base.
Improved sales information system by implementing daily reporting system for sales officers.
Replaced flat sales incentives system by performance-based sales incentives system.
Conducted two training programmes on merchandising and communication for sales staff. -
2002 - 2005
Coca-Cola Bottling Company of Saudi Arabia, Jeddah, Saudi Arabia
Sales Supervisor
As Sales Supervisor, I used to handle 4 presales routes and the following were my contributions –
Achieved yearly sales targets (2002:- sales target achievement = 77%, contribution = 14%; 2003:- sales target achievement = 73%, contribution = 13.5%; 2004:- sales target achievement = 81%, contribution = 15%; 2005 (till June):- sales target achievement = 93%, contribution = 24% ).
Kept credit sales and account receivables under the given limit with 75% credit below 30 days.
Handled 1200 outlets for effective distribution and conducted ITMO (In Trade Merchandising Opportunities) several times.
Rerouted the assigned area of the city of Jeddah and converted direct distribution operation in to presales distribution operation.
Launched new products like “Schweppes” soft drinks, “Power-Play” energy drink and “Arwa” bottled water successfully in the assigned area.
Activated 453 new outlets.
Made 24 coke exclusive outlets.
Moved 321 visi-coolers from unproductive outlets to productive outlets.
Conducted several sales schemes & promotions i.e., Football World Cup-2002 promotion and Schweppes promotions.
Got reward for 100% market penetration of Arwa water and for the best outstanding control. -
2000 - 2002
Hindustan Coca-Cola Marketing Company Private Limited, Mumbai, India
Sales Executive
As Sales Executive, I used to handle six direct distribution routes and the following were my contributions –
Achieved 92% of the yearly sales target for the year 2001.
Contributed 28 % to the zonal sales target for the year 2001.
Grew the market by 12% in comparison to year 2000.
Activated 206 new outlets in the year 2001.
Converted 20 outlets into coke exclusive.
Executed several market schemes and promotions i.e., quick service restaurant promotion, quick purchase scheme, own your cooler scheme and own your vehicle scheme etc to improve the brand visibility and availability.
Activated two wholesalers to serve the areas, which were inaccessible to the company’s direct route trucks.
Carried out re-routing and Every Dealer Survey for effective and efficient distribution system.
Carried out “Kinley” bottled water launching and achieved 100% market penetration.
Controlled short-cash and glass-without-deposit by effective follow up plans.
Improved average gross revenue from Rs.213 per case in the year 2000 to Rs.227 per case in the year 2001.
Reduced cost per crate from Rs. 13.50 in year 2000 to Rs. 12.00 in year 2001.
Carried out several salesmen’s training programmes to enhance their effectiveness.
Got selected as “The Best Sales Executive” in Mumbai region for the year 2001. -
1999 - 2000
Hindustan Coca-Cola Beverages Private Limited, Mumbai, India
Sales Trainee
As Sales Trainee, I completed two projects successfully during my training –
Dry outlets survey – Discovered 473 dry outlets which were having potential of selling “Kinley” bottled water and Coca-Cola range of carbonated soft drinks.
Mumbai bottled water market survey – Surveyed 671 carbonated soft drinks outlets to understand the Mumbai bottled water market regarding sales volume, pricing and distribution system. -
1992 - 1996
Varanasi Bottling Company Private Limited, Varanasi, India
Senior Sales Executive
Varanasi Bottling Company Pvt. Ltd. used to be a franchise of Parle Marketing Services Pvt. Ltd. They used to bottle and distribute Parle range of soft drinks i.e., Thums Up, Limca, Gold Spot, Citra, Maaza and Bisleri Club Soda.
The city of Varanasi was having indirect distribution system. The company used to appoint distributors for serving a particular area.
As Senior Sales Executive, I used to handle 12 distributors and the following were my contributions –
Achieved all sales targets & commitments and contributed 35% to 42% to the Varanasi sales targets for consecutive three years.
Regularized transportation of products from plant to distributors’ warehouses.
Improved inventory management of distributors’ warehouses by proper implementation of First-In-First-Out system, glass management and stock rotation.
Trained distributors’ staff for carrying out sales schemes & promotions.
Honors & awards
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2001
The Best Sales Executive (Mumbai Region)
I got this award for achieving annual sales target for the year 2001