Rachita Mittal
Brampton
Summary
A Brand lifecycle specialist with over 16 years of experience in managing brands both from a research point of view and as a brand custodian. My greatest strength is consumer & business awareness, which enables me to understand implications of insights on marketing plans over a brand in a long run.
Overview
12
12
years of professional experience
Work History
Founder and Research lead
InsideVerve Consumer Research Services
10.2013 - 12.2018
- Company Overview: A specialty research firm that aims to provide clients value for their time and money by being super quick and cost efficient
- We helped translate insights into actions and drive a special vertical for post research consulting
- Some clients we worked with – FIAT Chrysler, Facebook, HP, Tetra Pak, Whatsapp, British Premier League, British Airways, Lava Mobiles, BMU University, Perfetti
- Experienced in both quantitative and qualitative research – Designing research proposal and methodology, drafting questionnaires and discussion guide, PowerPoint presentation, Statistical tools/analysis, projective techniques, Ethnographies, Brand price trade off studies, surveys, focus groups, depth interviews, polls, Brand equity, User experience
Assistant General Manager – Marketing (Confectionery)
Dharampal Satyapal Ltd.
06.2011 - 10.2013
- Company Overview: A NPD plan was devised for launch of confectionery range –stating the possible products, flavors, placement plan and their business viability
- PULSE candy was conceptualized as a candy with Indian flavor which went on to become the highest selling candy in India
- Performed a catalyst’s role in launching of new product Chingles mini chewing gums which registered a sale of CAD 7,00,000 in the first year itself due to clutter breaking ad campaign (story weaving) and amplifying it on all consumer touch points
- Drove PUSH sales by understanding trade requirements towards storage, margins and promotions
- Chingles was one of the top 5 brands recalled in confectionery space within the first year of launch and most seen brand on social media and online due to aggressive display and engagement strategy
Brand Manager – Frutchill
Great Food and Beverage
11.2009 - 06.2011
- Company Overview: Category challenge was to project an ice popsicle as 'healthy'
- Worked with R&D on product formulation to add fruit pulp and project it as frozen juice for kids
- Designing identity of the brand (such as packaging, Website, TVC, sales point) in synergy with fruit pulp
- Conducting on road parties to support sales and create excitement amongst kids
- Extensive consumer research helped formulate the ingredients, taste profile, price point and POP
- Within the first year, Frutchill network was as large as Unilever in the ice cream space in Delhi
- Won 'most attractive sales point' award in a survey with kids
Manager – Marketing, NPD
Veetee Foods Ltd.
04.2007 - 11.2009
- Company Overview: Veetee is a UK based MNC into Basmati Rice and instant meals
- Tied up with big retail chains and created in-store marketing plan for better shelf offtake that included sampling, POP & merchandising
- For Brown Rice and Organic Rice, strategic alliances were done with nutritionists across India
- Won the internal 'Innovator' award for unique methods of Marketing
Research Executive
Kantar IMRB
09.2006 - 04.2007
- Company Overview: Conducted research for many sectors like FMCG, Telecom, Media, Consumer durables, Pharmaceutical, Apparel, and packaging
- My key clients included Nestle India Limited, Pepsi International, India Today, Becton and Dickinson medical, Tetra pak India Pvt Ltd, TCNS, LG, Innocean worldwide, Whirlpool, BBC, Business World, Johnson and Johnson etc
- Exposure to different nature of studies undertaken like Ad tests, Claims test, segmentation, BPTO, usage & attitude, product test, package test, concept check, Brand equity, Vox Pops, LINK studies, ethnographies etc
Education
Post Graduate diploma - Business Management
ICFAI
Hyderabad01.2008
BA - History (Hons)
Lady Shriram College for Women
01.2004
Skills
- Qualitative Research
- UX Research
- Brand tracking
- P&L
- Quantitative Research
- Data analysis
- Client development
- Focus groups
- Drafting questionnaires/ Discussion guides
- Trade Marketing
- Ethnographies
- Social media & digital marketing
- ATL
- BTL
- OOH
- PR
- Excellent communication
- Projective techniques
- Agency management
- Vast CPG experience
- MS office suite
Professional Highlights
- MS office suite (Word, Excel, PowerPoint, Outlook)
- Market Research (CPG, CE, Telecom, Automobile, Banking, Pharmaceutical, Packaging, Education, Apparel)
- Marketing (FMCG – Confectionery, Instant meals, staples, juices),
- Created a research company with vision of 'delivering actionable insights in a cost and time effective manner'.
- Gained exclusivity with Fiat Chrysler within the first year of operations.,
- For last 6 years, I have been taking up freelance research assignments and I am empanelled as Moderator for research agencies such as Sparkle Insights (North Carolina) and Curious Ears Research (Toronto)., Worked on several clients in North America such as Honda, Toyota, Ontario Lottery and gaming.,
Timeline
Founder and Research lead
InsideVerve Consumer Research Services
10.2013 - 12.2018
Assistant General Manager – Marketing (Confectionery)
Dharampal Satyapal Ltd.
06.2011 - 10.2013
Brand Manager – Frutchill
Great Food and Beverage
11.2009 - 06.2011
Manager – Marketing, NPD
Veetee Foods Ltd.
04.2007 - 11.2009
Research Executive
Kantar IMRB
09.2006 - 04.2007
BA - History (Hons)
Lady Shriram College for Women
Post Graduate diploma - Business Management
ICFAI
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