LinkedInDevdarshini Mhatre

Devdarshini Mhatre

Assistant Manager - Consumer Marketing Insights at Hindustan Unilever Ltd

Location
Mumbai Area, India
Industry
Market Research
Previous
  1. TNS Global,
  2. London Innovation Marketing,
  3. BASES
Education
  1. Roehampton University
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Roehampton University

Roehampton University

Management

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Background

Summary

A passionate Consumer Insights professional with experience ranging from sectors including Consumer Durables, FMCG, Services, Media as well as Digital

Goal: To accelerate the growth of my brand and my organization by focusing on consumer centered insights and use my skills and experience to help craft brands that win in consumer minds and the market.

Specialties:

Problem solving approach paired with strong analytical skills

Creativity supported by Innovative attitude

Strong leadership skills, highly goal oriented and efficient at time management

Impressive writing, communication and interpersonal skills

Experience

Assistant Manager - Consumer Marketing Insights

Hindustan Unilever Ltd
– Present (2 years 7 months)Mumbai Area, India

Unilever is a global FMCG giant that produces world-leading brands such as Dove, Axe, Lipton, Knorr, etc. alongside trusted local names such as Pureit and Kissan. In Hindustan Unilever I have had the opportunity to work on brands such as Pureit, Surf Excel and Comfort.

As a part of the global CMI team for Surf Excel matic and the regional CMI for DIG in Brand Development my everyday work includes leading strategic innovation projects as well as answering any short term business questions to generate actionable consumer insights for my brands.

Associate Project Director

TNS Global
(2 years)

TNS is a large Custom Market Research company from the Kantar Group. It provides specialist innovative market research expertise and global brand insight services and solutions across the product life-cycle.

At TNS I explored opportunities to design research in very innovative ways which increased efficiency, accuracy and optimized client spends. Furthermore, I was an important member on the Digital team and helped the organization explore this new category by launching various digital pilot projects and writing white papers for various MR forums.

Management Consultant

London Innovation Marketing
(7 months)

Project Title: CRM for Future Skills in Creative Industries in West London
This joint project by two West London Universities, Roehampton University (RU) and Thames Valley University (TVU) focused on Business Community Engagement with the Creative Industries sector of West London, mapping Customer Relationship Management requirements to implement Collaborative Course Design, Workplace Development and Knowledge Exchange.

My role in this project involved application of investigative qualitative research techniques and process mapping skills so as to critically analyse the current processes and be able to re-engineer Business Community Engagement and Relationship Management systems at the universities in West London. My key deliverable was an optimal CRM implementation plan for employer engagement with the creative industries sector.

Research Analyst

BASES
(1 year 4 months)

BASES, a Market Research company under the Nielsen group, combines primary consumer research with state-of-the-art forecasting techniques to estimate the sales potential of new product initiatives prior to market entry. BASES clients are primarily large multi-nationals in the FMCG industry.

At the Analytical Resource Center of BASES, my responsibilities included applying my analytical skills and advanced tools to use primary consumer research data to predict the performance and success of new concepts developed by clients. My job required me to be very focused on my goal, having to deal meticulously with numbers and use professional writing skills to make reports for clients.

Publications

Attitudinal Dimensions to Direct and Indirect Advertising, and Technological and Non-Technological Communication

Annual Academy of Marketing, 6-8 July 2010, Coventry, United Kingdom

Attitudinal Dimensions to Direct and Indirect Advertising, and Technological and Non-Technological Communication is a qualitative research study that delves into the attitude of Indian audience towards various forms of advertising. It points out current trends and their impplications on marketing communication.

Authors:

Right Makes Might - Digging the Social Media to get the right insights

MRSI 21st Annual Seminar, 29-30 September 2011, Bangalore, India

The paper recommends a new scientific methodology to get insights from social media. This method is immune to researcher bias and can used by itself when time and money are a constraint for traditional research.

Authors:

Actionable Insights using Innovative Blog Mining

International Conference in Marketing, IIML 12=14 January 2012, Noida, India

The paper proposes an innovative methodology of blog mining for insight generation. It suggests an objective method to find the influential and consistently engaged followers of a brand and then dig in to the content generated by them.

Authors:

Facebook Fan Pages in India – Likes are not Skin Deep. What to do to engage Social Media Consumers in India

WPP Atticus, August 2012

There are 100 million internet users in India and 41 million facebook users. Social media is a space that all brands need to be in. But what makes people like a brand? This paper seeks to answer this question and also throws some light on rules of engagement in the social media space.

Authors:

Honors & Awards

Runner Up at Communispace Young Researcher Competition

New MR

This was an international competition in the Festival of New MR, 2011. Participants had to briefly explain what innovative ideas they had learnt about Market Research in the last 1 year.

Certificate of Merit at Atticus Awards

WPP

WPP’s Atticus Awards honour original thinking in communications. My paper on Facebook Fan Pages in India – Likes are not Skin Deep was awarded and published in the Atticus Journal.

Skills

  • Market Research
  • Customer Insight
  • Consumer Behaviour
  • Brand Management
  • Social Media
  • Quantitative Research
  • Data Analysis
  • Microsoft Office

Education

Roehampton University

MBA, Management

Specialization in Brand Management

Activities and Societies: Represented Roehampton University at the international week at NHL University, Leeuwarden, Netherlands where I assisted Prof. Stephen O’Regan in conducting an interactive lecture on Branding.

Jai Hind College

BMS, Management

Specialization in International Marketing

Activities and Societies: Secured the first position in ‘Adnomer 2006’, an intercollegiate advertising competition in Mumbai where I was required to combine my knowledge of marketing with creative thinking to prepare an advertising campaign and a marketing plan for a fictitious clothing brand.

Languages

  1. English

  2. Marathi

  3. Hindi

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