14/02 Piyali Laha
Sr. Executive Hr at PS Group

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PS Group - Manager - Market Analysis - Market Research (5-7 yrs)

Kolkata Job Code: 63521

- Derive consumer insights through dip-sticks, FGD and in-depth interviews.

- Data mining of current users to elucidate and quantify the insights.

- Conduct competitive analysis, product category research, and campaign evaluation across traditional media (ATL/ BTL, on-ground activation, sales channel) as well as online platforms and social media to achieve business objectives.

- Use analytics tools to gather and analyze key marketing information such as research, product usage data, consumer trends, industry trends, for development of segmentation analysis, marketing strategy, business case formulation & marketing planning.

- Forecast trends & develop analytics-based trade & shopper-insights to feed into regional initiatives and activations & thus providing valuable inputs to different channel loyalty programs

- Understand selling patterns to gain maximum sell in key customers

- Derive insights based on market research data to understand brand health, communication effectiveness, impact of ATL/BTL activities, competitor performance, consumer pain points and consumer transaction behavior

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