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Showcasing my career spanning over 6 years being an empirical professional with a proactive approach in delivering profitable and effective marketing solutions across brands as varied as Consumer Electronics, Automotive branded audio, Infotainment, FMCG/CPG, IT & Telecom, Banking and Infrastructure.
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R. LakshmikanthSELECTED ACCOMPLISHMENTS (2007 – 2013)
Strategic MarketingSpecial Events, Training Modules, Distributor/Dealer Summits & Exhibitions
Experiential MarketingCorporate Road Shows, hands-on product demos, RWA Activities
Branding & Communication
PR & Advertising
Retail Project Management
Harman InternationalMARKETING COMMUNICATION SPECIALIST
LIFESTYLE, INFOTAINMENT & LUXURY AUDIO
Hear the Truth – Campaign Launch with AR Rahman
NDTV Gadget Guru Awards
HCL Dealer Meet
TiE Golf Tournament
Tie Entrepreneurial Summit
Corporate Roadshow
Soul Sante Carnival
Palm Meadows : Premium residential community activation
Café Coffee Day Activation
HARMAN _ Auto Expo – New Delhi
HARMAN _ Auto Expo – New Delhi
Annual Dealer Meet - Professional Audio
Annual Dealer Meet - Professional Audio
10 hour music festival powered by JBL sound
JBL branding on-site – all staff wearing JBL t-shirts, presence on all collaterals, tickets, POS etc
JBL Tempo giveaways to some members of the audience
Email Blast, SMS Blast and Facebook invites and updates – 500 K gross impressions
Earth Dance Festival
JBL was the Sound Partner at the Bloomberg Autocar Awards which is an important event in the auto industry. Brand visibility through sponsor tags, emailers, print ads, event collaterals,
billboards etc.
Bloomberg Auto Car Awards
JBL Youth Engagement
Recruited 20 ‘youth ambassadors’ for JBL from the top 10 colleges in Delhi. Their role is to evangelize the brand and generate trials/sales for JBL products amongst their peer network. The second month of the activity was a huge success
and created a massive buzz amongst the student community in Delhi.
JBL Youth Engagement
Maruti Suzuki India Limited – Tech Day
Mahindra & Mahindra and Fiat Tech Day
BA demos at Mahindra (XUV 500) and Fiat (Linea) fitted with custom tuned Harman systems. These were very well received and in Fiat’s case we demoed a car with the OEM fitted stock system and then the Harman fitted system. Response was
overwhelming.
A training workshop for dealers was organized in Delhi and Bangalore. This was followed by a networking dinner. Training certificates and premium branded merchandise were given to the attendees. Around 120 people participated in both these
events.
Luxury Audio -Training Workshops(Delhi and Bangalore)
Luxury Audio -Training Workshops (Mumbai)
JBL New Campaign Launch - TVC
The message given out through the ad is that regardless of the source of music, JBL brings it to life for the listener. The aesthetics have been kept very earthy and organic and the music composed by Rahman
complements it beautifully.
TV Campaign - 8000 spots - Running in two bursts TG Primary: 25-44 M Sec A, Secondary : 15-24 M Sec A Burst 1: Oct 26th – Nov 15th. Burst 2: Dec 20th – Dec 31st ‘12. Running on 27 channels Prime time Vs Non Prime time skew – 80:20
Magazine Campaign - 24 Inserts across October, November and December 5 Double Spreads and 19 Full-page Color (FPC) inserts.
JBL New Campaign Launch - Media
JBL New Campaign Launch - Print
Front Jacket Newspaper Ad
Quarter Page Newspaper Ads
154 screens with PVR, Cinemax and DT Cinemas across Delhi, Mumbai and Bangalore covering 8 major releases including 2 major releases – Yash Chopra’s Jab Tak Hai Jaan and Skyfall in 4 weeks.
• Newspaper Ads Gross Impressions achieved in 15 days – 39.88 Mn 23 Inserts across October and November (before Diwali) in major daily newspapers across Delhi NCR,
Bangalore and Mumbai. This includes 18 quarter page ads on Pg. 01 and 5 Full-page Supplement Jackets
JBL New Campaign Launch – Print & Cinema
JBL New Campaign Launch – PrinPR Coverage – Harman CEO – Mr. Dinesh Paliwal and AR Rahman on CNBC TV 18 t & Cinema
PR Coverage – JBL New Campaign
Each copy of the Stuff Anniversary edition a 4 page JBL leaflet on new product launches
Each copy of the What Hi*Fi Anniversary edition carried an 8 page brochure on JBL home, multimedia and personal audio
Print Innovations - Stuff and What Hi*Fi Anniversary Editions
Logo presence across all pages
Double-spread Ad
Product reviews
Olympic Edition by JBL – 0.54 mn GI
Pune: Nagar Road Delhi Metro: Central Dome
Mumbai: Juhu
Pune: Kalyani Nagar45.9 million
impressions achieved*
Delhi, Pune and Mumbai OOH
Harman Kardon Beautiful Sound Commercial ran on India’s premier lifestyle channel NDTV Goodtimes. A total of 383 spots were aired over 4 weeks from June 13th to July 10th. The ad was also run as a pre-roll for selected
youtube channels
TV Campaign – Harman/ Kardon ‘Beautiful Sound’
Print Advertisements
Digital Marketing - Popular Posts
Product Reviews/Features – 20 stories (print/electronic/digital)
11 full pages in leading tech magazine AV Max devoted to Harman products including
presence on cover page
Harman Kardon CL headphones labeled ‘Best Buy’ in Digit magazine’s headphone feature
Zee Business News channel reviewed the JBL Flip on their show Mobiles and Gadgets
PR – Coverage Summary
The JBL OBX and AKG K451 were declared the best products in their respective categories in What Hi Fi India’s annual awards edition
Product Awards
Marketing Assets - Brochures
Marketing Assets - Brochures
Retail Footprint Expansion - Bangalore Franchisee Store Launch
Bangalore’s first exclusive lifestyle showroom was launched @ Phoenix Market City
To promote the store-launch, a targeted marketing campaign was developed that included cinema ad spots, radio ads, an outdoor hoarding, branding at the bowling alley in the mall. There was a discount offered to the first 100 customers who made purchases at the store. The inauguration was attended by key clients, press and Harman India leadership team.
Radio: 434 spots ran over 7 days
Cinema: 1200 spots ran over a month
Hoarding: High visibility area, next to the mall where the store is located.
Blu-O Bowling Alley Branding:
Invite EDM
Franchisee Store Launch – Promotion Campaign
Branding at Ambience mall to create curiosity around the impending launch of the Harman flagship store.
Harman Flagship Store – Mall Branding
Retail Footprint Expansion – Shop-In-Shop
1st store-in-store opened at Croma in Mumbai (Malad). The SIS format has demonstrated positive correlation to sales. Croma’s sales has seen a 38% spike within the first two months of opening the first SIS.
Point of Purchase Branding – Reliance & Croma
Retail Footprint Expansion– Endcaps
POP Branding - JBL endcaps installed at Reliance Digital and Croma stores across India. Reliance Digital and Croma are the largest consumer electronic chains in India
Shop signages and in-store branding were undertaken for a number of JBL dealers across the country.
Dealer Signage's and In-Store Branding
Turn On – An MAA Group CompanyBUSINESS DEVELOPMENT MANAGER
MARKETING COMMUNICATIONS
Key Accounts
Key Accounts
MICROSOFT IDC - Hyderabad
MICROSOFT IDC - Hyderabad
MICROSOFT IDC - Hyderabad
COGNIZANT – Annual Day
Indu City Launch with Daksha Seth
Indu City Launch
COGNIZANT – Annual Day
Nobel Lecture – Dr Krishna Mikkilineni, President & MD Honeywell Technology Solutions – Worldwide
Honeywell - Nobel Lecture Series
DE SHAW – Annual Day
DE SHAW – Annual Day
Bollywood Muscians – Vishal & Shekhar
DE SHAW – Annual Day
CEC (China) - Bangalore Metro Commencement Ceremony
CEC (China) - Bangalore Metro Commencement Ceremony
CEC (China) - Bangalore Metro Symposium
Nobel Lecture – Dr Eric A Cornell
Honeywell - Nobel Lecture Series
Kingfisher in Inspirits - Mumbai
Kirloskar Electric – IETF NEW DELHI
Kirloskar Electric – IETF NEW DELHI
AVTEC – DELHI AUTO EXPO
Thank YouR. LAKSHMIKANTH