Category Manager - Microwave Ovens
Dawlance Group of Companies
Total years of experience :5 years, 3 Months
Brand Management - Launched “Cook-King” series of microwave ovens with built-in Pakistani menus designed by Chef Gulzar. Successfully created awareness for high-end convection technology and increased price point for entire market. Developed brand key for microwaves
Product Management - Head of Product council leading and managing the “Integrated Product Development Process” to meet product launch timelines
Media Campaigns - Designed, developed, implemented and monitored integrated communication strategy to increase recall, penetration and utility of Dawlance Microwaves, including three major campaigns in line with consumer insights
Customer Research - Officially heading the research function at Dawlance. Analyzed customer insights and requirements for Refrigerators, Split AC, Deep Freezers, Washing Machines and Microwave Ovens (in-house tools/professional agency), and recommended action plans for each category. Managing “Brand Tracking” Research through KERD measures along with Usage and Attitude studies.
Inventory/Sales Management - Manage the inventory levels from the international suppliers to ensure adequate stocks. Set up and coordinated sales efforts across the country in terms of planning, training and motivating sales teams for effective distribution of all microwave models to dealer networks
Business Strategy - Evaluated international suppliers and negotiated best prices. Developed detailed plan for product range for the next 3 years
Public Relations - Managed PR activities for Dawlance over and above product management role till July 2008
* Established formal research function at Dawlance
Brand Equity Dip Sticks - Implementation of KERD measurements for all categories
Consumer Insights - Formulating and implementing in-depth interviews / discussion guides in order to obtain first hand consumer insights through the internal research resources for all products, customer relationship management, after-sales services improvement and dealer networks
Concept Tests - New Product and feature acceptability, price points, need gap and target audience identification for consumer electronics
Product Usage & Habit Studies - Liaising with the product managers and external agencies and managing end-to-end research process to obtain category understanding
Satisfaction Surveys - Using rating scales formulate and implement "Dealer" and "customer" satisfaction surveys
*Tabulation of all research data along with detailed presentations and strategic way forward recommendations for the end users
* Taught "Comsumer Behavior" to undergraduate classes
* Taught "Principles of Marketing" to undergraduate classes
RESPONSIBILITIES:
* Development of course outline and material
* Assessment on a monthly basis
* Student Consultations
* Lectures, workshops, games and demonstrations
* Initiated the Start-up of wedding planning services with one of the best catering and wedding decorating company of Pakistan
* Formulated the business plan and feasibility for the company
* Created the brand name "WedDesigns" and got it registered
* Arranged and lined up support services vendors on commission basis for the budding business
* Developed 3 year marketing plan and budgets for the new business
* Developed concept papers, feasibility and product programs for credit cards and prepaid cards.
* Initiated process for VISA liscencing
* Formulated 3 year marketing plan and budgets for the launch of credit cards
ADDITIONAL RESPONSIBILITIES:
* Deployed and branded 30 ATMs across Pakistan
* Opened joint-ventures with the leading shopping centers for ATMs
* Reviewed and improved the IVR for the call center
* Developed detailed product program, system and procedures for Bancassurance Cash Guard (insuring ATM related thefts).
* Developed compehensive budget and sales targets for Bancassurance products
* Drew agreements, contracts and terms & conditions for various Insurance Agencies
* Hired and trained Bancassurance telesales team
* Re-launched "Union Gold VISA" with media support
* Developed 3 year Marketing Plan, budget and sales targets for VISA cards
* Trained sales team on product features pan-Pakistan
* Launched bancassurance products as value addition on credit cards
* Entered into joint ventures with reputable durables' companies foe easy installments plan through credit cards
CGPA 3.69 * Third position in overall MBA program * Live Case Study on GlaxoSmithKline * 6 weeks internship at Century Paper and Board Mills
CGPA 3.52 * Position holder for the class * 8 weeks internship at GlaxoSmithKline
* A grade at 78% * 2nd position holder in Pre-engineering group at school level