Amrita Kumar

Experienced in guiding companies to make sound marketing decisions based on data. Focus on brand health, market sizing, product management and consumer profiling/segmentation, across a range of industries including FMCG, tech, financial services and consumer electronics. Notable clients include Uber, Heineken, Philips, Signify, L'Oreal, among many others. Managed a team of 5 in my role as program lead. Commercially oriented and capable of consultancy, presentations and facilitating workshops.

Consumer insights and market research consultant, working for a boutique agency. I had the opportunity to work on multi-country brand trackers, concept tests, campaign studies and segmentation research from global clients like Philips, Signify, Abbott, Dorel, Heineken, Zurich and others

Responsible for the product marketing of Flairosol, a new range of sustainable packaging, including: • Driving innovation projects to strengthen or extend the product range, based on market knowledge • Market intelligence – collect and communicate insights on customers, consumers, competition and industry trends • Product launches and releases • Development of the product positioning, value proposition and messaging • Design of marketing collateral and sales tools (print, digital and audiovisual)

I was responsible for branding and global marketing communication. This included: • Conceptualizing & coordinating product launches, press conferences and trade fairs • Building Afa's brand image (through advertising, press releases, photo/video shoots, websites, customer engagement) • Generating, visualising and communicating product information elegantly and accessibly

After extensive user research and brand analysis, a new "Night & Day" product concept for cold medicine was developed - to update the brand and penetrate the youth market

Worked with Vista Car Care, a brand under Resil Chemicals Pvt Ltd. Involved shifting the market focus, changing the distribution channels, optimizing the product range and redesigning the packaging.

Developed a range of metal and paper lamps for an IKEA vendor, keeping in mind production viability, costing and competition from China. Other factors considered were target customer, trends in home furnishings, shipping and packaging constraints, etc. The products were prototyped and production processes planned.

The focus of the MSc Programme (Strategic Product Design) is on the ‘fuzzy’ strategic stage that precedes the actual development of a new product or service. The emphasis is on translating corporate strategy in coherence with market developments & market opportunities into a sound product portfolio.

The programme includes elements of three-dimensional form, ergonomics (human factors) and an introduction to materials & manufacturing. Along with this, students also acquire systems thinking, workshop, technical drawing and presentation abilities.