Theory of Relativeness - Statement of Purpose

Name                         : Mohit Sharma

Enrolment number        : 140103103

Contact No.                : 8826873948

Statement of Purpose

The markets across the globe are changing drastically and so is the consumer behaviour. In this dynamic environment a smart marketer is the one who keeps this in mind. He has to plan his strategies aligned with the changing consumer behaviour. Before branding any product he has to realize that consumer’s react differently to their counterparts in other countries and one size does not fit all. Thus a firm while branding its product/service has to keep in mind the impact of consumer sentiment across different boundaries.

After doing my 12 years of schooling from 8 different schools, from various countries across the globe, I gained insight into different cultures and values which have helped me immensely. I have a work experience of 21 months with Polaris Financial Technologies, Mumbai. Because of my diverse background I was dealing with two different clients from different parts of the world. The biggest challenge was that both the clients expected different things from the same product we offered. My job was to brand the same product in different ways so that it fits the needs of both the clients. It was my first lesson about how consumer behaviour can change your strategies and how important branding played a role.

After leaving my job in April 2013, I started my own website called “CabSafari.com”.  It was a platform where users could book their cabs online without the need of going through the arduous process of calling the call centre and waiting for a long time. The functionality was not a challenge, branding it for different type of consumers was. We soon realized that we had to brand it differently for each target group. This was one of the reason due to which our website could not take-off in a way we expected it to and we had to close it down. This experience further propelled me to take a course in Marketing at IMT (Ghaziabad), one of the top colleges in India. At this point in life, taking the course Branding and Consumer Behaviour in Emerging Markets will help me carry out responsibilities where I may have to manage a brand/product in a new environment which I highly aspire to.

Also the subject being taught by such eminent faculties (Dr Eva Hyatt and Dr Neel Das) will truly simulate my interests further. I look forward to such an opportunity which may help me attain new levels and excel in life.