Consultant marketing analytics

KUNAL PARIKH

H.No **, *rd Cross, Channel Road, Ulsoor, Bangalore-25,India, Ph:+91-997******* ************@*****.***

Profile

Total experience of 42 months in the service industry: 30 months of experience in marketing analytics where I have successfully coordinated and delivered variety of projects for the international clients in the CPG domain. Rated 1 as the “Exceptionally Outstanding Performer” in the appraisal for the year 2009. While other 12 months of experience with Suhani Brass ware, ICICI bank and UNICEF.

Positive attitude, managing tough situations and clients, high energy levels, passion towards my work have won me accolades and awards including the recent “Customer Appreciation Award“, for delivering a project in crunch timelines and with high quality.

Work Experience

January2009–Presently: Consultant in Symphony Marketing Solutions:

Coordinated and developed multiple predictive models to decide upon the overall retail strategy for various international CPG clients like Pepperidge Farm, Campbell’s, Kellogg’s etc, that will quantify the impact of marketplace conditions like T.V, Print and Media, Coupons, Lead/Lag and price point thresholds etc, which allows the clients to more realistically plan and forecast in today’s environment. Successfully coordinated variety of projects which includes the following:

Projects Coordinated:

Marketing Mix

The primary objective of the study was to quantify the effectiveness of Media advertisement and promotions. Major business issues addressed were the ROI calculations, effectiveness of regular promotions along with in-store activities and various cannibalization effects. Log-linear model was implemented to analyze the responsiveness of the above marketing levers on its sales.

Store Group Analysis

The primary objective is to determine that which section of the store is more profitable for a particular product. The use of Audit data along with different store groups is analyzed to accomplish the objective.

Price Promos

The primary objective is to analyze data at the UPC (Unique Product Group) level to find out how it has behaved in different pricing and promotional scenarios. The measurements used to identify these effects are target and competitor elasticity’s, trade lifts and price thresholds including price points, price gaps and price multiples.

Consumer Segmentation

The objective is to identify the responsiveness of various segments towards media activities like TV, Print and Coupons. Logistic regression is used to determine the probabilities of each activity for each segment which in turn are used to create the response indexes for each segments.

November2007-December2008: Associate Consultant in Symphony Marketing Solutions:

To quantify the impact of various levers of marketing mix such as Media, Print, Radio, Coupons, Internet by applying the concepts of ad stocking and diminishing returns and hence ROI calculations derived from such promotions to allow clients to forecast their strategies.

June 2007-October2007: Associate Consultant in Symphony Services:

Providing strategic solutions to various international clients clients on their pricing and promotions strategies by using several econometric and statistical tools such as multivariate regression analysis.

June-August,2006- UNICEF Internship Program-

This internship program aimed at evaluating and documenting the Pilot project UMANG- Uplifting Marriage Age, Nutrition and Growth, running in two districts of UP-Lucknow and Gorakhpur and to suggest recommendations to the state government about its sustainability and replicability in all the Districts. It has a 10 day field survey in eight different villages of theTwo districts and we have produced a 30 page case study.

May-June, 2006 –NREGA Survey (National Rural Employment Guarantee Act). It was organized by the Ministry of Home affairs to evaluate the sustainability and effectiveness of the Act in Chhattisgarh, India. We surveyed three districts :Sarguja, Bastar and Dante Wada and have produced a report and presented it to the Planning Commission, New Delhi

July-December, 2004 Supervisor and Public Relations Manager in Suhani Brass Wares, Moradabad, Uttar Pradesh, India

May-June, 2002 Marketing Agent, Savings accounts department ICICI Bank, Moradabad Uttar Pradesh, India.

Education

 2005 - 2007; Masters in Economics, JNU Delhi. 60.1%

 2001 - 2005; Bachelors in Economics, Delhi University, Delhi; 51%

 1999 - 2001; Class XII (Business), Wilsonia School, Moradabad (UP); 84%

 1997 - 1999; Class X, Wilsonia School, Moradabad (UP); 76%

Skill Set

Extensively Worked on SAS UNIX (Macros and Base), SQL (working knowledge), Advanced Excel and Power Point.

Operating system Proficiency: Windows, Unix and Mainframe (GUTS).

Written Work

Case Study

 A 30 page case study which documents the UNICEF’s sponsored “UMANG” for the upliftment of adolescents in two districts of UP. The study provided recommendations and strategies to be implemented in 70 districts of UP.

 A week’s survey on the life style and the condition of habitat centre for street children in Delhi.

Documentation

 Campbell’s Meta-pricing: A pricing document explaining the process especially for the price multiples

 Kraft’s Store group analysis: Document explaining the un-modeled SGA

 Bird’s Eye Market mix in-store activities: Explaining the process and difficulties in processing Catalina coupon

Research Papers

 Paper on Mahalanobis Strategy and Planning in India, mainly focusing on the strategies available and factors which influenced mahalanobis to take up a heavy goods industry strategy.

 Paper on the Land use and cropping pattern in Bihar. This paper analyzes the cross- section and time serious data and makes observations on the land use and cropping pattern in Bihar.

Awards & Achievements

 Customer Appreciation Award for successfully delivering the market level randomization and Weighted TV Windows Analysis in the crunch time line with high quality.

 Star of the month award for successfully coordinating the custom pricing study which aimed to arrive at optimal pricing strategy in a condition of Lead and Lag of prices.

 Spot Awards in Symphony Marketing Solutions twice : once for successfully modifying the action check macro which give nine different types of diagnostics and secondly for managing single handedly a time accelerated (three weeks) marketing mix project.

 Awarded Captain of the Best disciplined House as well as the Best Student award for the year 2000 in Wilsonia School Moradabad.

Extra-Curricular

 Member of the unique 6member Analytics Cultural Events Organizing Committee (ACOC) in Symphony.

 Volunteered for the 47th Annual Conference of Indian Society of Labor Economics (2005, December).

 Member of the organizing team for the winter economic conference (2003) and Member of the organizing team for the First South East Asian Winter. Economic Conference-Hospitality Department (2004) Ramjas College, Delhi.

 Member of the Student Faculty Committee, CESP, JNU. Represented the class for the Second and Third Year of college: Ramjas College, Delhi.

 Represented college and School in Table Tennis and Cricket.

Interests:

Listening to music, Cooking, playing Table Tennis and Cricket.

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