Essay on How Marketing Plays Shaping Consumer Behavior

Essay on How Marketing Plays Shaping Consumer Behavior

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While pursuing my graduation in Management, I got fascinated with how marketing played a pivotal role in shaping consumer behavior. This motivated me to start my career as a Marketing Executive in a Television Channel, where I got an insight into consumers’ television viewing behavior and how to craft compelling communication strategies to attract an audience for each show. My primary role involved formulating and executing engaging campaigns on the channel to facilitate direct interaction with audiences and improve television ratings. It also involved liaising with internal stakeholders, research, and creative agencies.

In order to further enrich my learning curve I made the transition from a television channel to Aditya Birla Retail. My primary responsibilities included conceptualizing and executing the new brand positioning for "more" supermarkets based on strong consumer research. Noticing my communication and managerial skills, General Manager soon tasked me with leading a regional team to implement the new brand proposition across 27 cities. This enhanced role included ensuring adherence to brand architecture guidelines and representing the region in the Head Office on all matters pertaining to the implementation of the plan. The project was more aligned with the core business and provided more opportunities for growth. We used first of its kind - Catchment Marketing- for communicating the new proposition in the regional areas while re-opening the supermarkets. This innovative marketing concept resulted in a 30% sales growth and 4% increase in store profitability overall. On successful completion of the project I was recognized by the organization and was nominated for future women leader in Chairman Individual Excellence...


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... required for effective digital marketing strategies. Active participation in Fordham Graduate Marketing Society Club will help me interact and network with experienced marketing professional. Last but not least, the Fordham Women in Business Club will help me build professional networks and connect with exceptional women leaders and learn from their experiences. It is my firm belief that studying MSMI course at Fordham will be the most logical extension of my academic pursuits and a major step towards achieving my objectives - not just acquire marketing analytics knowledge but also what is its pragmatic facet.

I look forward to the being a part of the esteemed Fordham University and make use of my prior academic and professional experiences at Fordham Business while simultaneously gaining relevant knowledge and laying a solid foundation for becoming a future leader

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