Dmitriy Mishakov

Established in 1847 by brewer J.C. Jacobsen, Carlsberg Group is one of the leading brewery groups in the world today, with a large portfolio of beer and other beverage brands. More than 40, 000 people work for Carlsberg Group, and products are sold in more than 150 markets. In this position, I’m responsible for market research, insights, and analysis functions in the Kazakhstan market.
Key Achievements
• Development of comprehensive reporting allowing a deep understanding of the current situation of the company and market and reasoning behind sales, marketing, and top management functions;
• PQA analysis implementation allowing for expertise base portfolio management;
• Conduction of 27 ad-hoc research in 2020, 25 in 2021, 4 trackers, and 4 retail audit projects running regularly, covering all insights and analytics needs of the company
• Forecasting and planning implementation based on comprehensive market, macro, and consumer data and insights
• Budget management. Efficiency improvement by a comprehensive understanding of the current market situation and strategic priorities
• Launch of brewery tracker allowing to collect of data and insights on CBKZ and competitors' top SKUs taste, design, and concept perception among consumers

UPL is a crop protection, and bio solutions leader based in Mumbai, India with over 10 000 employees. With over 13 000 registrations, company provides one of the widest portfolios of crop protection and bio solutions products worldwide. On this position, I’m responsible for developing and implementing marketing/sales support strategies for Kazakhstan and Uzbekistan.
Key Achievements
• Development of marketing strategy and tactics for Kazakhstan and Uzbekistan based on region plans, feedback from consumers and resources available
• Control and conduction of sponsorships/general sponsorships (i.e. KazGrain)
• Other marketing functions (market/sales reporting, forecasting, GM’s marketing support, ABC analysis, collaboration with R&D)
• Marketing budget management.
• Zeba (soil/crop health improvement technology) project leading in Uzbekistan - defining responsible, timeline, trials quality, inspections and timing control

Mars Incorporated is a global confectionery leader based in Chicago, US with 80, 000 employees. Among its brands are famous Snickers, Twix, M&M’s, Bounty, Orbit/Extra, Whiskas, Kitekat, Pedigree and many more. On this position, I was accountable for all Market Analysis/Business Intelligence processes in the company.

Key Achievements
• Development of a wide reporting system based on Nielsen, GfK, Euromonitor, Harris Interactive, and internal data allowing for an understanding of what is happening on the markets and the reasons behind leading to efficient decisions
• Close collaboration with research agencies allowing a mutual understanding of Mars Inc. informational needs and proactive approach from both sides
• Constant close collaboration with the sales department and customer marketing allowing clearing understanding of reasons, results, and right decisions behind the current market situation
• Multilevel brands analysis and consultancy allowing to clarification of brands' further development/expansion and market share growth
• Regular reporting to the board of directors on company competitiveness level, pricing positioning, market trends, and opportunities for further development
• Employment of and leadership over strategic tools (i.e PQA, Growth Philosophy & Flywheel) and processes setting the direction of company business development in middle and longer terms
• Marketing research budget management. Negotiating over 100K USD savings in 2018-company level recognition award in 2018

JTI is one of the global leaders in tobacco industry. Company has over 27, 000 employees and operations in 120 countries. JTI annual revenue exceeds 12 billion USD. On this position, I was responsible for wide range of consumer researches in Kazakhstan and five Central Asian markets - Uzbekistan, Kyrgyzstan, Tajikistan, Turkmenistan and Mongolia. Another direction is regular reporting to HQ and top management on current economy, market and consumer changes trends.

Key Achievements

• Tracker 2.0 launch in Mongolia. Tracker is a major quantitative research for tracking trends in consumer behavior and market players. 2.0 is completely new approach with optimized questionnaire and computer assisted rather than paper assisted in previous versions.
• Launch of BPTO (Brand Price Trade Off) pricing research in Mongolia and Kyrgyzstan. This led to clear understanding of price elasticity level in these markets.
• Development of simplified and convenient market size model comprehending all possible impacts on market size change.
• Finding alternative agency for Switching research in Kazakhstan led to decrease of research supplier power and quality improvement of those due to increased competitiveness.
• Analytical support to brand team. Several ad hoc consumer researches were processed in order to come up and implement with right strategic decisions on the brand and company level.
• Improvement of relations depth with global office leading to increase of processes efficiency and results due to deeper experience sharing and alignment.

JTI is one of the global leaders in tobacco industry. Company has over 27, 000 employees and operations in 120 countries. JTI annual revenue exceeds 12 billion USD. On this position, I was responsible for wide range of consumer researches in Kazakhstan and five Central Asian markets - Uzbekistan, Kyrgyzstan, Tajikistan, Turkmenistan and Mongolia. Another direction is regular reporting to HQ and top management on current economy, market and consumer changes trends.

Key Achievements

• Tracker 2.0 launch in Mongolia. Tracker is a major quantitative research for tracking trends in consumer behavior and market players. 2.0 is completely new approach with optimized questionnaire and computer assisted rather than paper assisted in previous versions.
• Launch of BPTO (Brand Price Trade Off) pricing research in Mongolia and Kyrgyzstan. This led to clear understanding of price elasticity level in these markets.
• Development of simplified and convenient market size model comprehending all possible impacts on market size change.
• Finding alternative agency for Switching research in Kazakhstan led to decrease of research supplier power and quality improvement of those due to increased competitiveness.
• Analytical support to brand team. Several ad hoc consumer researches were processed in order to come up and implement with right strategic decisions on the brand and company level.
• Improvement of relations depth with global office leading to increase of processes efficiency and results due to deeper experience sharing and alignment.

JTI is one of the global leaders in tobacco industry. Company has over 27, 000 employees and operations in 120 countries. JTI annual revenue exceeds 12 billion USD. On this position, I was responsible for wide range of consumer researches in Kazakhstan and five Central Asian markets - Uzbekistan, Kyrgyzstan, Tajikistan, Turkmenistan and Mongolia. Another direction is regular reporting to HQ and top management on current economy, market and consumer changes trends.

Key Achievements

• Tracker 2.0 launch in Mongolia. Tracker is a major quantitative research for tracking trends in consumer behavior and market players. 2.0 is completely new approach with optimized questionnaire and computer assisted rather than paper assisted in previous versions.
• Launch of BPTO (Brand Price Trade Off) pricing research in Mongolia and Kyrgyzstan. This led to clear understanding of price elasticity level in these markets.
• Development of simplified and convenient market size model comprehending all possible impacts on market size change.
• Finding alternative agency for Switching research in Kazakhstan led to decrease of research supplier power and quality improvement of those due to increased competitiveness.
• Analytical support to brand team. Several ad hoc consumer researches were processed in order to come up and implement with right strategic decisions on the brand and company level.
• Improvement of relations depth with global office leading to increase of processes efficiency and results due to deeper experience sharing and alignment.

Avon is the world’s largest direct seller and a leading beauty company, Avon has more than $10 billion in annual revenue and operates in more than 100 markets all over the world. On this position I’m responsible for campaign analysis, sales cost-effectiveness analysis, marketing initiative pre and post analysis, preparation of analytical reports and recommendations. Another important direction is pricing analysis of competitors and development of pricing strategy in line with cluster strategy.

Vivaki is a global group of media communications companies and digital specialist agencies. VivaKi is part of Publicis Groupe the world’s third largest communications group. On this position I am responsible for establishment of the research department, standardization of research and analysis procedures, development and deployment of informational projects, implementation of global analytical tools in the company and informational/analytical support of key accounts and managers dealing with those.

Vikontem is one of the leading companies providing raw materials for ice cream, confectionary and milk based goods production in Kazakhstan.

Key Achievements

• Development of confectionary ingredients business in Kazakhstan.
• Search for international business partner for representing multinational ice cream/confectionary ingredients providers in Kazakhstan

Tetra Pak is the world leading food processing and packaging solutions company, operating in more than 150 markets. On this position I was responsible for business intelligence activities including market researches, competition and customer researches, analytics and strategic planning.
Key Achievements
• First in company history industrial research in Tajikistan, Kyrgyzstan and Turkmenistan. These markets had not been attractive for Tetra Pak before, however due to rapid economic development decision to enter those markets has been taken and industrial volumes production research has taken place in 2010 for all three markets.
• Close connections and common activities with research agencies contributed to creation of great understanding between Tetra Pak and research agencies.
• Provision of Tetra Pak customers with customized and deep analytical information lead to stronger bond between Tetra Pak and its customers together with business growth of ones.
• Participation in internal Tetra Pak conferences in Almaty and Moscow for presentation of Central Asian market and revelation of region huge potential. This lead to better understanding of our markets among foreign colleagues and especially TP top managers and growth of marketing budgets.
• Strong connection between Marketing and Sales departments was built.
• First time in history of Tetra Pak Central Asia retail audit research was initiated in a way when it is financially covered by all large liquid food producers - Tetra Pak customers. This idea helped to larger universe of the research, increase time periods covered and build up research process control by all major producers and Tetra Pak.
• Database of all Tetra Pak competitors was built together with database of all packaging machines running on our markets with thorough characteristics of machines and liquid food producers using those machines.
• Control over the migration of customers information from old database to new online business warehouse system.

Marcom Computers is an official distributor of Hewlett Packard in Kazakhstan. On this position I was responsible for all logistics routines in the company together with development, construction and online placement of orders based on customers demand.

Key Achievements:

• Control over orders database in Microsoft Access.
• Negotiations with suppliers and partners from UAE, Singapore and Europe.
• Control over warehouse products variety and expiry periods
• Communication with customers with aim of satisfaction of their demand on time and in quantities needed.

Agro Star is an agricultural operating company dealing with Kazakh grain export to Europe, Central Asia and Middle East. During my employment in Agro Star I was responsible for smoothness of logistics processes, which in my case meant documentation base made on time and supplied to the place needed, reports built on time and department team fully aware of current situation with logistical situation in details.

Key Achievements:

• Building reports on fulfillment of current orders
• Preparation of documentation for grain export and transportation
• Preparation of presentations on current performance of the department and perspectives
• Assistance to general director in documentation preparation and presentations