S RAMACHANDRANFlat No703/703A, H1 Building, Riddhi Gardens,Film City Road, Malad (East) Mumbai-400097Contact Nos:9833728322 & 9969200647E-mail: ramchandran54@gmail.com

Date of Birth: 21st November, 1954

Career Summary

• MSc (Applied Geology) from IIT, Mumbai with distinction, in 1978.

Joined Steel Authority Of India Ltd (SAIL), as Management Trainee in 1979 and have grown to the position of General Manager (Marketing) of this Maharatna Company. During this period, I have had eleven years’ experience as Branch Manager, handled international trade for 3 years, 3 years in transport and shipping, 2 years each in Product management and business planning, Regional Manager, Long Products Marketing of Western Region for 6 years and finally was responsible for marketing of steel to Defence Establishments in the last year with SAIL. I also have 3yrs experience in alloy and stainless steel marketing.

Retired from SAIL on 30th November 2014.

• Various job-responsibilities, in my present organisation, have helped me to develop key-skills in following areas:

Strategic Planning

Operations, Logistics and Liaison

Key Accounts Development and Customer Relationship Building

Territory Expansion and Market share expansion.

Client Retention

Establishing New Set Ups and revenue models.

Multi-level sales growth and Retail Channel roll-out.

International Business.

Market Mapping leading to development of product verticals and business lines.

Building product portfolios aligned to the product verticals and business lines.

Building route to markets and consumers for identified customer segments.

Developing dynamic pricing strategy to help deliver targeted revenues and profits.

Providing inputs for product development and establishing the product post-

development.

Developing and establishing External Processing Agents, Service Centres and

Warehouses.

Understanding Defence Requirements and meeting their requirements.

Sales Team Mentoring & Team Leadership.

Vision, values and ethics requisite for guiding the team for optimal performance.

Making things happen!

Work Experience:1979 – 2014 in various Locations and positions in SAIL.

Jan 2014 to Nov 2014 General Manager(Defence Coordination) SAIL Commercial Directorate Delhi :

Job entails interacting with Defence authorities for meeting steel requirements of their Naval Shipyards, Ordnance Factories, Vehicle & Heavy Vehicle Factories, Military Engineering Services, Married Accommodation Project, Border Road Organisation and interaction with Defence Research Development Organisation and DMRL for development of grades required for Indian Defence organisations etc.

2008-till Jan 2014: Regional Manager (Long Products), Western Region Mumbai.

Responsible for the marketing and sales of Long Products of SAIL in Maharashtra, Goa,Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan and Dadra Nagar Haveli, Daman and Diu. During my tenure as Regional Manager more than a million tonnes of long products have been sold in the region from 2010.

Job responsibilities include:

Mapping market by identifying various customer segments, product segments, consumer needs, seasonality trends, growth trends & demand drivers. Considering, the cost benefit analysis of the data collated above developing the business drivers for the long products. The major segments dealt with include Transmission Line Tower Manufacturers, Projects and Infrastructure Construction Companies, Electricity Boards and Power Infra Cos, Wire Drawing, Fasteners and Electrode Manufacturers, Rerollers, Retail marketing etc.

Segmenting the long products market and developing the product mix aligned to each product in the long product basket, based on the customer and product segmentation

Building the route to market and consumer for identified customer segments. Choosing the appropriate distribution channel for each of the customer segments and identifying the right kinds of promotional activities to be undertaken for each of the products and segments. Organise customer meets, architect meets, promotional activities etc.

Developing a dynamic pricing strategy to help deliver the targeted profits. This involves, establishing the overall pricing objective for long products in Western region. Setting specific price levels that meet the pricing objective and developing appropriate price discounts for specific customer segments and product lines to optimise sales and revenues.

Responsible for spearheading the complete business growth, sales, retail channel development, business development and liaison with government agencies and other external agencies.

Identification and appointment of External Processing Agents.

Developing the leadership pipeline and mentoring subordinates for higher responsibilities.

Overall lead a team of marketing professionals across 11 Branches and 3 Customer Contact points to achieve the Region’s goals.

2006-2008: Regional Business Manager (LP), Western Region Mumbai.

Job involved developing strategies and plans for business development in various segments to improve market share. Booking Orders from Major Projects and ensuring servicing of same.

Identifying external processing agents, who would supply long products as per SAIL’s specification and QA protocol.Defined the processes for assuring the quality of the products sourced through these vendors.

Developed and implemented the New Product Development charter. Based on the basic research and consumer insights developed the concept, marketing details for the ideas generated. Conducted business analysis for the concept developed. Developed the strategy for beta testing, market testing, technical implementation, commercialisation and product pricing.

Order scrutiny, planning and despatch of materials to customers and warehouses including multimodal initiatives.

2004-2006: National Product manager for Cold Rolled Products at Kolkotta.

Job involved demand analysis, finalisation of product and sales plan on a monthly basis and annual basis, developing strategies for product in terms of mix, pricing, sales territory positioning, monitoring of competitors activities, product development and product complaints. Interacted closely with the Auto Ancillaries in NCR, consumers and users in Bangalore, Hyderabad, Faridabad and Mumbai and organised segment-wise customer meets. Also was responsible for the brand design and branding of Galvanised products.

1998-2004: Branch Manager, Mumbai

Have the distinction of being the longest serving Branch Manager of a mega branch like Mumbai. Have been instrumental in taking BSO Mumbai to its zenith and achieved sales of over Four Hundred Thousand Tonnes during a year during my tenure as Branch Manager. Established sustained client relationships with Boiler/Pressure vessel manufactures in PM plates, drum and Barrel segment in CR, Pipes and Tube manufacturersin HR, Electrode manufactures in WRC and projects/construction/realty sector companies in TMT and Structurals. The tenure also involved challenging Human Resource interventions and team management since BSO, Mumbai had a staff strength of 150 employees. I was successful in maintaining a very cordial work climate and high level of morale.

1996-1998: Branch Manager, Ahmedabad.

Was instrumental in bagging and servicing effectively the Steel Requirements of Reliance Jamnagar Plant (phase I) and other major projects like ESSAR Oil, Kandla Post Trust, SSNL Ltd, GSEB.

1993-1996: International Trade Division, New Delhi

Handled exports of Cold Rolled Coils, Billets and Slabs. Major markets dealt with were Nepal and South East Asia and was instrumental in commencing supplies of Billets to re-rollers in Nepal and achieving a volume of over a Hundred Thousand tonnes in the first year itself. Job responsibility involved finalization of contracts backed by appropriate financial arrangements, logistics involving planning and despatch of materials from plants to ports, organising pre-shipment inspection and outbound delivery at port, despatch documentation and document negotiation for receivables and obtaining payments. The tenure provided sufficient exposure to all aspects of International Trade and made me conversant with LCs, UCPD, INCO terms and shipping conventions.

1989-1993: Branch Manager, Chandigarh.

Areas of jurisdiction involved Chandigarh and Himachal Pradesh and were instrumental in doubling the volumes of sales and bringing about an exponential increase in customer base during my tenure as Branch Manager, Chandigarh.

1985-1989: Management Services Division, Alloy and Stainless Steel Division at Head Quarters in Kolkata.

Job responsibility involved MIS, market research and analysis of data and trends, so as to enable Management to develop marketing strategies.

Subsequently, during this tenure, for 3years, I, also handled marketing of Alloy Steels and Stainless Steel for entire gamut of end users of alloy, stainless and forged steel products. Major customers dealt with were Telco Jamshedpur, Ordinance Factories Kanpur/ Nagpur, ICF Perambur, HVF Avadi, Bharat Forge etc.

1983-1985: Branch Sales Office, Mumbai

As a front-line executive, was responsible for warehousing activities initially and later for sales of Iron & Steel in Mumbai market.

1980-1983: Transport & Shipping Department in Mumbai

As a front-line executive, was exposed to the warehousing and clearance of Import and Export Cargos and also to Operations and documentations in Mumbai docks and customs. The shipments handled were bulk shipment of iron and steel and plant and machinery for steel plant working and modernisation.

1979-1980: Management Trainee

Joined SAIL as a Management Trainee and underwent Training at Bhilai Management Centre, IIM Kolkata and in Steel Plants.

Career Aspiration: Looking for an opening which involves opportunity to mentor and lead a Team to excel in performance and achieve challenging goals.