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Name: Amaresh Kumar Total Experience: 4.9 /yrs Current CTC:6.

5 LPA Expected CTC:30% hike Joining Time: 30days Current Location: Mumbai Current Company: Radiocity 91.1 FM AMARESH KUMAR Seeking middle level positions in Marketing / Brand Management with a growth oriented organization. CAREER ABRIDGMENT

A competent professional with over 4 and half years of experience in the areas of Sales,Marketing, Brand Management, Market Research & Analysis and Team Management. Presently associated as Assistant ManagerMarketing with Radio City 91.1 FM, Mumbai. Developed expertise in Marketing, Brand Management, Product launch strategies, Media Planning, ATL & BTL activities; Event Planning & Execution; Outdoor Visibility & Product Promotions; Brand Communication; Sales promotions, etc.

Experienced in managing operations with key focus on marketing/Branding of products and services. Drafting and Delivering comprehensive research reports to summarize research findings. Deft in planning & administering market research programs for organization and maintaining cordial relationship agencies for quality completion of research studies. Well versed with research methodologies & proficient in conducting primary and secondary research in both quantitative as well as in qualitative research. Adept with software like ILT (Indian Listenership Track), NRS (National Readership Survey), Adex (Monitoring Ad (Radio Audience Measurement) and TAM (Television Audience Measurement). Possess excellent interpersonal, communication and analytical skills and willingness to collaborate with crossfunctional team to drive the implementation and execution of projects. EXPERTISE FORTE Expenditure), RAM with research

Sales&Marketing: Handling the marketing and sales operations for achieving increased growth & profitability. Identifying new streams for revenue growth & developing plans to build consumer preference. Using sales forecasting to ensure the sale & profitability of products; analyzing business developments & monitoring market trends. Deploying suitable market research tools to gauge market trends and competitor activities, consumer behaviour, etc. to gain the competitive edge. Brand Management: Building brand focus in conjunction with operational requirements; utilizing market feedback & personal network to develop marketing intelligence for positioning the products. Building brand awareness, ensuring positioning in tune with market requirements and competitor profiling to capture optimum market shares. Doing marketing campaigns, barters, strategic alliances, brand activations and trade activations across markets. Market Research: Analyzing & reviewing the market response/ requirements and communicating the same to the client sales and brand teams. Undertaking research activities for clients; conducting quantitative/qualitative surveys, which may involve preparation of briefing note for field operations, conducting the quality control checks on ongoing projects. Giving guidelines and instructions to field operations team on the data collection methodologies and on the further improvements. Conducting competitor analysis by keeping abreast of market trends and competitor moves to achieve market share metrics. Preparing surveys and questionnaires, survey methodologies and retail level market insights. ORGANISATIONAL HIGHLIGHTS Radio City 91.1 FM (MBPL), Mumbai Assistant ManagerMarketing

Since May08 Key Deliverables

Forecasting monthly/annual sales targets and executing them in a given time frame thereby resulting in accelerated revenue growth. Formulating business plans for greater market penetration and Business development; establishing long term/short term strategic plans for accomplishment of sales targets.

Reviewing and interpreting the competition (through in-depth analysis of market information) to finalise the marketing strategy. Executing sales promotional strategies such as sales schemes, campaigns, promotions and demonstration programs for augmenting sales. Complete proficiency in product knowledge, Market Segmentation and Key Account Management. Utilising client feedback and personal network to develop marketing intelligence for generating leads. Analysing & reviewing the market response/ requirements and communicating the same to the marketing teams for coming up with new applications. Initiating analysis by keeping abreast of market trends & achieving market share metrics. Identifying prospective clients, generating business from the existing clientele to achieve business targets. Develop, implement and facilitate annual marketing plan in conjunction with sales & business development department to meet companys objective. Development of brands image, experience, and promise, and propagating it throughout all aspects of the company. Responsible for growing profitability of the brands through product innovation and other marketing initiatives to drive the consumer demand and commercial success of the brand. Responsible for planning and execution for integrated brand marketing campaign plans, including segmentation, vehicle and media mix recommendation and execution, timing and forecast of results. Assisted in the identification and development of business building ideas and works with other business unit team members to execute the plans that meet investment criteria. Brainstorm and generate alternate consumer promotion concepts and plans. Assess feasibility of short listed concepts and communicate final concept to cross-functional departments. Seek approval from Legal on the selected consumer promotion. Coordinate execution with cross-functional departments. Determining and managing the marketing budget and delivering marketing activities within agreed budget. Managing marketing suppliers, negotiating with advertising agency, media houses, event management, PR agencies, and other production houses to secure optimum efficiency of marketing budgets. Developing promotional materials, marketing collateral. Handling barters and strategic alliances and conducting brand and trade activations across markets. Carry out consumer, trade and competitive analysis and provide inputs in the process of defining the Brand Seed, Pyramid and Proposition. Formulating activation plans for focus markets, executing plans through partner agencies and sales teams, and conduct post activity evaluation. Developing and implementing marketing plans and projects for new and existing products and monitoring the productivity of the same. Undertaking market research in order to identify consumers segments &market requirements for the current and future products. Draft briefs for the market research agency for consumer research related to the Brand. Review research plan, provide feedback, and seek approval on the plan finalized. Provide inputs into selection of respondents and participate in research. Provide feedback to R&D or concerned department/external agency based on research results in order to strengthen the understanding of consumer needs and perception of the assigned brand vis--vis Brand Seed and Competition. Tracking brand performance and equity in various markets and accordingly devising strategy to enhance the brand salience and equity in respective market. Developing subject matter expertise and applying industry knowledge to prepare in-depth strategic and market research reports.

Monitoring, reviewing and reporting on all marketing activity and results. Writing & preparing various reports, graphs, charts and documentations. Notable Attainments: Successfully handled various brand building activities/marketing campaigns for enhancing brand saliency and to drive listenership.

Initiated trade perception study and provided analysis of spots/ads and inventory consumption for Sales Managed devising sales Kit for the National Sales Team Was a part of 9 member music council and provided regular analysis to enhance the performance of music and programming. Worked on board and executive committee presentations independently. Analyzed data from various sources like ILT, NRS, IRS, TGI, Adex, & RAM. Effectively Liaison with media and advertising agencies. Won whatte Champ Employee award for two consecutive months for excellent performance. IMRS Advisory Private Limited, Mumbai Senior Researcher

Jan07 May08 Key Deliverables:

Conducting both quantitative as well as qualitative research for various products and services across industries. Actively involved in planning & administering market research programs for clients, maintaining cordial relationship with clients by assuring customer satisfaction. Responsible for conducting research studies and make presentations on critical customer, and market trends. Analyze customer needs, perceptions, and behavior through a combination of proprietary and syndicated customer research studies. Develop research questionnaires, analyze and interpret the data, develop presentations and make recommendations on findings.

Perform statistical analysis and modeling of customer research results. Supervise and Support field force to conduct research surveys. Contribute to analysis of market environment & future trends; make recommendations based on findings. Publish regular updates on market environment to track company progress. Provide customer data for marketing campaigns & customer analytics. Maintain and provide on-going support for research databases and models. Manage on-going tracking studies providing monthly updates and insightful summaries. Document all research findings. Coordinate with others on the research team. Instrumental in budget making, organizing field & collating, analysis of data, preparing project schedule and supervising timely completion of the task assigned. Gathering industry-specific market and business information, using internal and external research sources.

Notable Attainments: Successfully managed over 20 exploratory and diagnostic research studies for multiple clients across different industries (FMCG, Telecom, Media, Financial, etc) by understanding research objective and requirements Over headed multiple research projects in FMCG and Financial Services categories spanning different stages of product life cycle (Concept test, Product & Package tests, Positioning, Brand image/equity, Ad testing) Developed proficiency in usage David Aakers Brand Equity Model, Hofstedes Values Model and other tested in-house research techniques. Few of the major assignments handled are: o Brand tracking of Morphy Richards Appliances(Bajaj Electricals Pvt Ltd)

o o o o

Mobile handset acceptance of Tata Indicom True paid in Colour B/W and FM radio segments Mapping Namkeens segment for Parles entry in the market which included consumer perceptions and user habits, branding in the category, packaging, retail feedback and shop observations Customer Feedback to and Satisfaction with Asian Paints Home Solution

Product testing for Godrej Hersheys Milk Mix and Godrej Hersheys chocolate syrup to know the acceptance level and make actionable recommendations. o Usage and attitude study for KAYA Skin Clinic to know the current usage of skin care treatments. o Profiling of customers visiting Tata Indicom exclusive outlets o Conducted Opinion Poll for the Gujarat State Assembly Elections, Dec 07 for DNA, Mumbai o Shop simulation study for General Mills to understand the buying behavior of kids Pivotal in collecting huge sample sizes for projects & also credited for completing projects before assigned date. Received appreciations from clients on several occasions for collecting required samples in given frame of time.

DOMAIN SKILLS Pricing Research Market Segmentation Research Brand/Perceptual Mapping Brand Equity Measurement Name Testing Ad Testing Concept Testing Tracking Customer Satisfaction Research EDIFICATION Professional credentials 2007 MBA in Marketing from ICFAI Business School, Gurgaon Secured 62%. 2004 Diploma in advanced computing from CDAC, Hyderabad. Academic Credentials 2004 BCA from Utkal University with 78%. 2000 Higher Secondary Education in PCM (10+2) from T.B.H School, Jamshedpur. Secured 64% 1998 Secondary Education (10th) from T.B.H School, Jamshedpur. Secured 62% Organization: Title: Duration: Scope: Achievement: INTERNSHIP PROJECT Reliance Communications CRM and Channel Management Feb06 May06 (Three months) To understand the customer relationship practices followed by the company and understanding distribution network of the organization. Awarded a certificate of excellence for doing good work by Reliance Communications. Projects (MBA)

Study on Indian Retail industry Market Research Project on Sports shoes Projects (Graduation) Library Management Information System Online Payroll System RECOGNITIONS

Secured an overall band of 6.0 in IELTS test. Awarded a

Certificate in C++ with grade A by CDAC, New Delhi. Certificate for securing 72% marks in Senior UN Information test. Certificate for securing 67% marks in Pre- Senior UN Information test. Certificate in running for Run for Peace competition organised by Tata Steel. Received a Runner-up trophy in Intra college Table Tennis competition. EXTRA MURAL ENGAGEMENTS

Organized a Medical camp in the slum area situated at Prem Nagar, Gurgaon with GIDF during MBA course. Member of Marketing Committee of ICFAI Business School Actively Participated as a member of the cultural club in the college. Attended the workshop for teaching blind childrens. : : : PERSONAL DOSSIER 5TH January 1982 Flat No.: E-918, E-Wing, Rock Enclave, Hindustan Naka, Kandivali (West), Mumbai. 400067

Date of Birth Present Address Full PIN Code

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