Mba Marketing Projects in Bisleri - PDF by szw16426


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									                                                     Datta Nadkarni
                                          Cell: 408-621-1383 e-mail:

Twenty years experience in senior management at major corporations and three startups. Managed initiatives for “mega brands”
/ PARLE BEVERAGES, COLGATE-PALMOLIVE in USA, Canada, India, Australia, UK, and Belgium.

Directed 12 new product launches; Directed 64 Television and 22 radio ads, 300 print email and direct mail ads, and four 1 hour
TV infomercials; Supervised 14 Advertising Agencies in 6 countries; Created the strategy and launch of B2B and B2C websites,
Employee portal, Agency dashboard and; Directed online search engine marketing (SEO, SEM); Supervised
64 member multi-cultural & cross-functional teams; Appeared as “Media Spokesman” on 23 TV, print & radio interviews.

Directed corporate strategy, ventures and alliances; Evaluated 212 diverse companies, resulting in 35 alliances.
MBA (University of Cincinnati). MS (Northwestern University).

DN CONSULTING                            PRESIDENT                                                       3/02 – PRESENT
Established own consulting practice, to deliver strategic planning and marketing services. Major clients included:-
    • Board of Directors or Advisory Council - Commonwealth club, American Diabetes Association, Asian Business
         Association, and Other clients: Heart of Humanity, ZUCA, Sonasoft, and Podbridge.
    • PartyGaming plc – (Online Gambling) Developed launch plan for online gambling brands – eg: Starluck Casino
         and PartyBingo and Company went IPO in 2005 for 5 Billion Pounds on the London FTSE.
    • Xoriant Inc. (IT Outsourcing)– Developed website, print collateral and PR. Got TV and press interviews.
    • Headpedal Inc.(Online animated eCRM). Launched animated email marketing tools for various client
         companies- including the “Claire” eCRM character for Sprint.
    • Launched Pre-paid MasterCard and Visa cards to the “unbanked” customers.
    • As Client's "Media Spokesperson" gave interviews on 20+ local TV, Print & radio media NBC11, KICU, KTVU,
         KTSF, SF Chronicle, SJ Mercury News, IP TV etc.

FARMERS INSURANCE                        VICE PRESIDENT E-BUSINESS & ALLIANCES                                  3/00– 3/02
Recruited by SVP to develop e-business strategies and alliances. Farmers is a US subsidiary of Zurich Financial Services the 3rd
largest US carrier of Personal Lines (Auto, Home, Life, Commercial) with annual premiums of over $12 Billion.
     • Directed launch of (award winning Company’s flagship B2C site). Directed launch related Online
         & Offline Advertising (TV, Print, Radio, Direct Mail, PR) and internal communications.
     • Launched intranet (B2E) site supporting 15,000 employees, extranet (B2B) site supporting 19,000 agents
     • Spearheaded core team of senior executives to explore corporate ventures & alliances. Evaluated 200+ diverse
         companies. Resulted in over 35 alliances- notable was BlueCross/ Blue Shield.
     • Filed a business process patent on “Operation Restore” - a unique hassle-free claims delivery service for insured
         customers – a $200+ million project. Acquired the 1-800-FARMERS number as a central point of contact for
         customers & outlined the CRM call-center & Direct Mail strategies.

PHILIPS ELECTRONICS                     DIRECTOR OF BUSINESS DEVELOPMENT                                          7/98 – 3/00
Recruited by WebTV & TiVo Divisional VP to direct the entire E-commerce operation and "direct to consumer" marketing.
    •    Developed deal proposals for strategic partnerships, conducted deal negotiations, legal approvals, set up backend
         fulfillment operations, customer support, web-site design and on-line cross-marketing initiatives with internet majors.
    • Developed strategic alliances with Telcos, Healthcare, Banks, ISPs, Portals and content providers
    • Created content & on-line marketing programs with E-Bay, Grolier On-Line,,, Yahoo! and
        many others. Directed 1 hour TV Infomercials and Direct Mail campaigns.

NIA CORPORATION                          CHIEF OPERATING OFFICER                                              2/97- 6/98
Recruited by CEO to run business operations and the Profit & Loss for this Hi-Tech defense (DoD) contractor.
    • Directed 25 person staff on internet / e-commerce supply chain projects including - contracting, marketing, legal,
        accounting, audit compliance, government procurement, human resources, education & training and client
        servicing /technical assistance.
    • Supervised internal audit & reconciliation for merger with DoD prime contractor.
PHYSICIANS EYECARE NETWORK                                  VICE PRESIDENT SALES                        1993 - 1996
Recruited by Founder/CEO to develop relationships with network of 300+ Doctors (Ophthalmologists) and 90+ clinics in 3
states. Initiated, negotiated & closed agreements with suppliers to create the buying group for the MD offices.
     • Co-authored business plan for successful second and third rounds of financing by VC firms.
     • Negotiated strategic alliances with 24 vendors of ophthalmic goods/ services (malpractice insurance, surgical
          instruments, contact lenses etc.) - improving income stream by +40% the first year.

VISIONEXPRESS                   DIRECTOR OF INTERNATIONAL MARKETING & SALES                            1989-1993
Recruited by the Founder /CEO of LensCrafters and VisionExpress, to develop worldwide strategic plan for expansion of super-
optical chains in Australia, UK and Belgium.
     • Pioneered retail super-optical chain launches in 3 countries, exceeding 50 stores, $60 million sales at 20+% profit
         in 3 years from startup. Investment averaged $1.2M /store.
     • Directed integrated marketing campaigns (TV, print, radio, and direct mail), creative & media strategies, building
         sales 15% per year at 35% lower cost. Advertising budgets exceeded $9 Million.
     • Researched 13 EEC countries for market potential, entry barriers & regulations for future expansion.

LENSCRAFTERS                      ASSOCIATE MARKETING MANAGER                                            1987-1989
Largest US super-optical chain, achieving sales of $1.2 Billion in 15 years. Directed all marketing & advertising activities
for 35 superstores in 9 markets - including marketing plans & budgets, forecasting, direct mail, print, TV advertisements -
and implementing several company-wide new business initiatives – including client vision benefit plans.
     • Directed innovative new advertising campaigns like "Featherwates”, “Win/Win Glasses in an hour or free" and “One
         Hour Eyewear Provider" to boost sales 36% in key markets. Directed cross-functional task force to reverse $500k loss
         to $180k profit in 3 months in problem market.
     • Developed system to evaluate all advertising & promotions, improving print redemption rates 43% and generated
         company-wide saving of $4 million. Total advertising budgets exceeded $40 Million.

COCA-COLA/ PARLE INDIA                        ADVERTISING EXECUTIVE                                        1981-1984
Largest marketer & franchiser of soft drinks in India with 75 franchises holding 60+% market share. Developed and
implemented innovative advertising, promotion, creative/media strategies for national soft-drink brands- ThumsUp, Limca,
Gold Spot, Do-It and Bisleri Club Soda. Developed relationships with prominent sports /cricket personalities to feature in ads
    • Launched 1st Diet-Cola “Do-It” in India in top-8 metro cities. Captured 8% market share in 4 months.
    • Boosted Orange brand sales 30%, repositioning “Gold Spot” brand in tie-up with Walt Disney’s “Jungle Book”.
Brands were acquired by COCA-COLA INDIA from Parle Beverages

BJK&E ADVERTISING (India)                 ACCOUNT PLANNER                                         1980-1981
Top 5 Advertising agency. Subsidiary of BJK&E Inc. (New York).
    • Managed Colgate-Palmolive national account. Brands included Colgate toothpaste, Halo shampoo and Fab detergent.

                                        EDUCATION/ TEACHING POSITIONS
Northwestern University    Master of Science in Advertising            Awarded Medill merit scholarship
University of Cincinnati   Master of Business Administration           Marketing Models & Quantitative Analysis
University of Bombay       Master of Management Studies                Marketing & Finance major
University of Bombay       Bachelor of Science                         LifeSciences
   Adjunct Professor of Marketing (1993 - Present) - Teach MBA courses in Marketing Strategy, Global
   Marketing, Consumer Behavior & Advertising at University of San Francisco, St. Mary’s & UC Berkeley.

                                 COMMUNITY INVOLVEMENT/ PUBLIC SPEAKING :-
    •   Member Executive Committee & Advisory Council of the Commonwealth Club – Silicon Valley (Current)
    •   Directed advertising for TiECon2003 conference– Created TV, Print, Radio Ads. Press Releases & interviews. Over 2700
        entrepreneurs attended this event on May 16 & 17, 2003 ! Visit for details.
    •   Featured on Cover Story article in SiliconIndia Magazine July 2003 for Xoriant
    •   “E-alliances to support your e-business strategies” - MarcusEvans Online Conference (San Diego 3/01)
    •   “Using e-business technologies to enhance business processes” - IBC’s Insurance Conference (London 2/01)
    •   “From clicks to bricks and back again” - Asian Business Association Conference (San Francisco 10/00)
    •   “ Leads & Sales Management Strategies” - The Indus Entrepreneurs (TIE) Conference (San Jose 6/98).

    US Citizen, Open to relocation /Commute, Fluent in 5 languages

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