Sandeep Budhiraja

Current

• Group Account Director at Millward Brown

Past

• Director at ACNielsen
• Research Director at IMRB International
• Brand Planning Director at Lowe

• Senior Project Director at IMRB International
• Assistant Manager at Torrent Pharamceuticals

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Education

• Gujarat University
• NC Jindal Public School

Recommended

17 people have recommended Sandeep

Connections

461 connections

Industry

Market Research

Sandeep Budhiraja’s Summary

Marketing professional in market research / advertising with more than 13 years of experience. Have worked in India & currently in China. Prior to joining Millward Brown ACSR China, worked for other global agencies like Nielsen, icon Added Value & IMRB International.
Experience spans across qualitative & quantitative research in Blue chip companies and account planning. Have worked across a wide spectrum of industries, covering FMCG, Services, telecom, consumers durable, finance and media.

Area of interest is branding, brand equity and segmentation. Have experience in working on various multivariate techniques like cluster, latent class cluster, conjoint and brand equity modeling.

Sandeep Budhiraja’s Specialties:

branding, brand equity and segmentation. Multivariate techniques like cluster, latent class cluster, conjoint and brand equity modeling.

Sandeep Budhiraja’s Experience

• Group Account Director

  Millward Brown

  (Public Company; 1001-5000 employees; WPP; Market Research industry)

  June 2007 — Present (2 years 2 months)

  Leading 2 client service teams comprising of executives with 1-7 years of research experience- each headed by an Account Manager. The team’s service company’s top clients and account for company’s sizeable revenues. Some of the MNC clients currently responsible for – J&J, Sony, SC Johnson, Beiersdorf , Estee Lauder.
  
  Actively piching in for new business and generated multi country work from new clients.
  
  Broadly responsible for developing and maintaining client relationships, growing/consolidating current clients, new business, training and adding value to clients and projects
  
  Core of Millward Brown offering is around brand, media and communication (regarded as industry leader in this area) and therefore, much of the work is in area of communication research, tracking (primarily brand health and effectiveness of marketing investments) and brand equity
  
  Product champion for Media Practice

• Director

  ACNielsen

  (Public Company; Market Research industry)

  December 2003 — May 2007 (3 years 6 months)

  Involved in setting up Resource Centre, KPO for ACNielsen Customised research services across the world. Resource centre handles data processing, research support and advanced analysis.
  
  Had a multi faceted role, setting up the RRC, forming the team, coordinating technical, operational, marketing and sales support activities required by every business opportunity.
  
  Trainer on Value Added Proprietary Products, Winning Brands, Winning Brands Foresight and eQ.
  
  Training the research team at Resource Centre for tracking, customer satisfaction and usage & attitude studies.
  
  Supported India Customised in new business development efforts involving complex brand equity and customer equity issues. Helped successfully pitch for Reliance, J&J track and ICICI bank tracking studies.
  
  Supported Denmark Customised unit on Winning Brand Foresight projects and packs@work projects.
  
  Setting up and handling of Shopper Trends study across 55 countries

• Research Director

  IMRB International

  (Market Research industry)

  June 2002 — February 2003 (9 months)

  Strategic inputs on future direction of the brands being handled. Aggressive new business development.
  Designing research based on the clients' brief. Was heading a team of six researchers.
  Used Millward Brown ATP & Brand Dynamics tools to design brand strategy for various brands. Handling advertising pre testing using Millward Brown Link

• Brand Planning Director

  Lowe

  (Market Research industry)

  2000 — 2002 (2 years)

  Was leading the new business development efforts for D-3, one of the two units of Lowe in Delhi.
  Pitched for and part of the team which won HECL & Dabur accounts. Was the contact initiator in both pitches.
  Also worked towards business development in social sector advertising where Lowe was not very strong.
  Using qualitative research and frequent consumer / retailer interaction to formulate future plans for the brands & helping in strategic direction shifts for the brand.
  Involved in strategic thinking, development and presentation of creative & merchandising material.
  Developing Communication strategies by mining relevant insights through non statistical research and in depth interviews.

• Senior Project Director

  IMRB International

  (Privately Held; 1001-5000 employees; Market Research industry)

  August 1996 — August 2000 (4 years 1 month)

  Heading a team of researchers & to review, training and development of team members.
  Involved in evolving new research products and methodology for the clients.
  Helping clients develop and implement marketing strategies.
  Understanding client’s business problems/ research needs and designing research plan. Handling different types of market research studies.
  Direct responsibility for execution and delivery of research projects
  Ad modelling and sales modelling of data from ATPs

• Assistant Manager

  Torrent Pharamceuticals

  (Privately Held; 1001-5000 employees; Pharmaceuticals industry)

  June 1995 — August 1996 (1 year 3 months)

Sandeep Budhiraja’s Education

• Gujarat University

  MBA , Marketing , 1993 — 1995

• NC Jindal Public School

Additional Information

Sandeep Budhiraja’s Interests:

Visiting faculty for the Brand Management course at Indian Institute of Management, Indore in 2006 (June – August). Visiting faculty for the Brand Management course at Indian Institute of Management, Kozhikode in October – November 2005. Visiting faculty for part of the Marketing Management course at Indian Institute of Management, Lucknow in 2006. Visiting faculty for part of the Brand Management course at Indian Institute of Management, Indore in 2005. Was a speaker in a marketing seminar at IIM Kozhikode in July 2005 and December 2003. Taught Brand Management course as visiting faculty at IIM Kozhikode in 2004. Also ‘Advertising” course in IIM Kozhikode in November 2004. Visiting faculty for the Brand Management course at Indian Institute of Management, Lucknow in 2002. Visting faculty at IMT, Ghaziabad for the Advanced Market Research & Consumer Behaviour courses in 2000 & 2001.

Sandeep Budhiraja’s Contact Settings

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