KARTHIK ARJUN.

S
Bharathidasan Institute of Management, MHD Campus, Bhel Complex, Trichy, Tamil Nadu.
Contact No.: 0431-3293678; E-Mail: placement@bim.edu

Seeking challenging assignments in Marketing/ Finance with roles that would enhance my learning and scope of thought.

Synopsis

 Qualified MBA (Marketing/Finance) from BIM.

 Completed Summer Project (BIM) with Wipro Consumer Care & Lighting (WCCLG is ranked among the top three FMCG
organizations in the country); carried out the Study of the Deodorant Markets for the Launch of Santoor Deo.
 Good verbal ability, communication, presentation and report writing skills.
 Good quantitative ability and number crunching skills.

ACADEMIC CREDENTIALS
2010 MBA (Marketing) from BIM; CGPA- 2.84/4.0
2008 B.Tech. (Computer Science) from SRM University; marks 8.8/ 10
2004 Intermediate from Chettinad Vidyashram(affiliated to CBSE)-87% in HSC(12th) and 85%in SSC(10th)

SUMMER INTERNSHIP

April 2009 to June 2009 Wipro Consumer Care and Lighting(WCC&LG)

Key Responsibilities
 Functioned as a market researcher to find data about deodorant market
 Played the role of an analyst in evaluating patterns in consumer behaviour with respect to deodorants
 Gave suggestions on how to launch the deodorant.

Title: Study of the Deodorant Markets for the Launch of Santoor Deo

Synopsis:
Santoor is the flagship brand of Wipro Consumer Care and is the market leader in the toilet soaps category in Andhra
Pradesh and No.2 overall in South India. As part of a brand leveraging strategy, WCC is extending the brand to other categories. In this
regard, the project had to evaluate the deodorant market, understand the positioning and perception of the Santoor brand in
consumer’s minds, and to find a connect between the brand and the category. To do this, a questionnaire each for consumers and
trade was prepared. Secondary data about the industry and core brand positioning of Santoor viz-a-viz competing brands were also
gathered. Purchase behaviour was observed for getting a better understanding of consumer needs.

Result:
Gave a suggestion that Santoor could launch a deodorant under its name. WCC plans to launch the deodorant next
year.
MAJOR PROJECTS HANDLED

At Post Graduate Level:

 Analysis of Toothpaste Industry:

Used the data from ORG to analyse the trends in the Oral care industry, specifically the organised Toothpaste industry. Project
involved finding segments in the market and positioning of major brands in the toothpaste industry to find gaps in the
competitive mapping.
 Brand analysis of Axe deodorant:
Project involved understanding the core brand identity of the Axe brand. For the evaluation, both primary data, in the form of
questionnaire, and secondary data from IRS, were used. The project helped in mapping the perception of Axe brand in
consumer’s minds.
 Evaluation of BASF distribution network:
Project involved the study and description of the distribution network of BASF. To get a better understanding about the sales
hierarchy, queried the Area Sales Manager on areas relating to compensation, industry specific sales process. The project
helped understand the gap in the channels.

At Under Graduate Level:

 Spam Filtering using Bayesian Theorem and Artificial Neural Networks (UG); With spammers increasingly beating the
sender based filter systems, intelligent filters are more suited. This project used a Back-propogation Network(BPN) as the
base to construct a filter that worked on the contents of the mail using Bayes’ Theorem of Conditional Probability. This filter
had a accuracy rate of more than 99.6%with 0.2% false positives.

IT SKILLS

Programming Languages : C, C++, Java, Visual Basic

Database : SQL, PL/SQL, Oracle
Software Packages : MS Excel

OTHER CREDENTIALS

• Functioning as a part of the BIM’s prestigious Placement Committee.

• Won second place in KSHAN ’08), a financial consulting event in BIM.
• Won the Sunderraghavan Cricket Tournament in BIM two years in a row.
• Won BIM’s Football Tournament 2009 and emerged runners up in 2008.
• Won the first position in Creative writing competition by CVHSS,2003
• Attained the Second Position in:
o Creative writing competition by CVHSS in 2002.
o Marc-e-thlon/ Marketing Event (Marwar ’08) in BIM.
• Won the 3rd position in Math’s quiz by Inter Math’s Festival conducted in S.R.M Engg. College in 2007.
• Acquired second position in:
o ‘War of Words’ by Valliammai Engineering College in 2006.
o Computer Science Quiz by Computer Science Department in 2005.
• Merit of emerging as:
o A Finalist in Reynold’s Scholarship in 2002.
o Winner in Besant Arundale Cricket Cup, 2002.

PERSONAL DOSSIER

Date of Birth: 10/01/1987

Languages Known: English, Tamil & Hindi