Mir A. Khan
Product Manager
Phone Res: 00966 12 619 6133 (Cell): 00966 50 836 9250 – E-Mails: mak.xpg@gmail.com , mir.aste@hotmail.com
Professional Profile
Experienced Market Research Professional with over 26 years experiences in top consumer goods multinational with proven
ability to manage overall market research for several FMCG product categories and brands across the Arabian Peninsula
region.
Possesses excellent interpersonal, communication and negotiation skills and the ability to develop and maintain mutually
beneficial internal and external relationships. Enjoy being part of, as well as managing, motivating and training, a successful
and productive team spread across CEEMEA (Central & Eastern Europe Middle East and Africa).
Key Skills/Expertise Areas:
Areas of Expertise:
Market Research & Consumer Insights
Market Sizes Estimation
Research Agencies Development
Professional Profile
Data Analysis and Interpretation
Copy Qualification
Quant. &Qual. Researches
Process Writing & Deployment
Retail Audit Data Analysis
Shopper Researches
May 2013 to date
Sunbulah Group
Asst. Manager Consumers & Market Research
During my short tenure with the Sunbulah Group, I conducted some qualitative and qualitative studies for products tests, shoppers’
researches, etc. Carried on lot of analysis on retail audit and consumer insights data to help the team understand the market, consumers and
shoppers and address their needs to knock down the barriers. The launch of Al Shifa with Sedar Flavor, Walima Fish Fillet, and relaunch of
Sunbulah Chicken burgers are some examples. As well as synchronizing the package sizes and revising shelf prices were recommended to
better suit the respective target groups. Conducted competitive intelligence to understand market dynamic and find ways to enhance.
Sept 2012 – May 2013
Strategic Edge Management Consultant
Vice President Operations
Lead a Management Consultant Project. The client operates in 5 strategic business units (i) Trading, (ii) Retail (iii) Real Estate (iv)
Manufacturing and (v) Financial Investment. Client had employed PricewaterhouseCoopers (PwC) to restructure its core business process
that finally structured in to three separate value chains (Wholesale, Retail and Manufacturing).
Strategic Edge was hired to thoroughly examine all 3 value chains process, enhance the process, develop Process Documents and Operations
Flow Charts for each and every function of all these 3 Value Chains and train Client’s staff for understanding and implementing these
operations process and maintaining them in their future business activities. There were altogether 237 process that Strategic Edge had to
document and train Client’s team.
I lead this project from the Proposal to the Resources Management and timely Productions and Deliveries. Strong Management Leadership
demonstrations helped best coordination across Principal, Subcontractors, and SE team for timely delivery of the project.
Nov 1988 – Aug 2012
(23 Years) Procter & Gamble Co.
Consumer & Market Analyst / Manager
During my stay in P&G I lead time to time different FMCG categories in the Arabian Peninsula region, like Laundry
Detergents, Dishwashing Liquids, Fabric Enhancer/Softener, Baby Diapers, Feminine Care Hygiene Pads, Hair
Care/Shampoo, Toothpaste and Hair Colorant.
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Some of the major projects: Lead initiative qualifications and post launch tracking for Tide With Bleach, Tide Low Suds,
Tide Color, Ariel with Touch of Downy, Fabreze, Fairy with new packaging, Pampers Permeable, relaunch Pert and Head
& Shoulders line up, Crest toothpaste, etc. Explored Yemen market and identified a potential of initial US$50MM size of
prize.
Qualitative and Quantitative Studies: Conducted all types of qualitative and quantitative consumer researches from
concept generations to the products tests, volume forecasting, and copy qualifications, as well as post launch brands
performance tracking.
Shopper Research: Exercised numbers of profound analysis of TGI and other studies data to understand shopping
behaviour of different segments of consumers and their spending trends. This helped to identify the shoppers shopping
locations, outlets/malls, day and timing to pin point and influence them within their receptive times.
Retail Audit and Market Sizes: Bimonthly retail audit data studies to monitor our brands health in the trades. Identify
areas of opportunities if any and directing the respective department to address them according. Using each category’s
top-sheet to capture the bigger picture and share with the respective department for their necessary actions. Implemented
a system of using each category market sizes and growth trend to bench for any initiative launching plans, evaluation of
our performance in the market. As well as lead the category development index (CDI) for multi categories.
Brand Protection Campaign: Lead brand protection campaign, identified counterfeits penetrations in the lower trades and
necessary measure to eradicate them from the Saudi and UAE LTs through enhancing van supplies services in the
affected areas, using agencies to track down and seize counterfeit production facilities within the Saudi and UAE, training
and educating Custom Authorities to block such products import. I went beyond my region and guided Egypt, Morocco,
and Pakistani teams for the same campaigns in their respective countries.
Suppliers’ Qualifications & Development and Consumers Segmentations: Thorough investigations and evaluations of
suppliers’ capabilities and resources including with human and materials for their selection. Invested a sizeable time to
develop them up to the P&G standard.
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Developed and launched a New Dawn program with glide path to enhance suppliers’ capabilities starting as an Order
Taker to progress up to the Consulting Partner and then Agency as Owner level.
In order to profoundly understand our consumers developed consumer segmentations by their life-styles, spending,
behaviour and attitudes towards different brands/categories, etc. TGI, HHP, TMT, and qualitative in home visits learning
were analysed to develop these consumer segmentations.
Copy Qualification – Closely worked with Ipsos Advertising Research Company to develop Advertising 2 (Ad-2) tool an
enhanced version of Off Air Research Study (ORS) and implemented for copy qualifications. The whole process was also
developed and implemented according with a very strict rule that each copy has to qualify before going on air. This
helped to ensure a successful communication and best ROI.
Data Quality Assurance: Continuous analysis and check of TGI, HHP, TMT, and Retail Audit data to ensure their quality.
Organization Development – Training of all new hires and transferring in personnel on the Consumer & Market
Knowledge system, tools, process & procedure, etc.
Introduced web based real time connections across all CEEMEA (24) business units to enable them to attend qualitative
groups without travelling to the venue. This helped a lot to avoid uncertainty, complex visa process and saved P&Gers
time and a sizeable travelling investments.
May 1987 - Nov 1988 (1.5 Years)
Hewlett Packard (HP)/MEE
Senior Coordinator (Sales)
 I was responsible for the Eastern Province of the Kingdom of Saudi Arabia for the sales of HP Medical Equipments,
Plotters, and all the Consumables.
 I was responsible for Eastern Province consumer satisfaction that included Hospitals, ARAMCO, and other clients' needs.
 I was fully responsible for bidding all tenders/bid requests, generating bids on HP system with fresh rates & delivery
times, and other terms and conditions.
 Indenting materials from United State their storage and delivery to the respective client on timely basis as well as
coordination with finance for invoices and recoveries.
Feb 1982 – May 1987 (5.25 Years)
Yathreb Est. for Trad. & Cont.
Project Administrator
 I was responsible to ensure the contractually agreed scope of work are efficiently carried out and timely invoiced.
 My responsibilities also included with prequalification submissions and leading projects biddings, site administrative
works like supervision of purchases at site, controlling petty cash, payroll of 85 people, insurance and workmen
compensation policies and travelling abroad for manpower (Engineers, Supervisors, Storekeepers, Clerks, Skilled and
Unskilled workforces) recruitment.
1980 – Feb 1982 (2 Years)
Pakistan Engg. Co. Ltd.
Associate Engineer/Designer
 Preparation of shop drawings and detailed drawings for different types/sizes of steel structural towers. My last assignment
was the double bracing high tension electric towers for Russia.
 Helping the fabrication supervisors to understand the complex drawings for accurate and quality job.
Career Summary
Employment Duration Job Title
Employed by
a.
May 2013 to-date
Asstt. Manager Consumer & Market Research Sunbulah Group
b.
2012 to 2013
Vice President Operations
The Strategic Edge
c.
1988 to 2012
Consumer & Mkt. Research Analyst/Manager Procter & Gamble Company
d.
1987 to 1988
Sales Officer
Hewlett Packard
e.
1982 to 1987
Project Manager
Yethreb Est. for Cont. & Trading
f.
1977 to 1982
Jr. Engineer/St. Structural Designer
Pakistan Engineering Company Ltd.
Academic Qualifications:
1. Bachelor in Economics & Political Science from Punjab University - Lahore – Pakistan.
2. Vocational Course in Associate Mechanical Engineering from Poly Tech. Inst. Lahore – Pakistan.
3. Diploma in Advance Office Management in 1987 from the ICS Scranton – USA, distanced study.
Professional Development Training
Driving Performance thru Retail Audit Analysis
Creativity and Effectiveness
Effective In-Store Packaging
Positive Power & Influence Program
Effective Meetings
Total Quality Approach
Effective Presentation Skills
Business Memo Writing
Worldwide Business Conducting
Time Management
Team Building
Privacy & Info. Security Training
IT Skills
SPSS analytical tools Quanvert, and Desktop Reporter, Nielsen Answer (upgrade of Nielsen Advisor), TGI Consumer Data
Analytical Tool, Trackers, Word, Excel, PowerPoint, Internet and Email.
Personal Details
Date of birth
27 November 1955
Nationality
Pakistani
Marital Status
Married with 5 children (3 on my Iqama).
Driving Licence
A valid Saudi Driving License
Iqama/Resident Permit Do possess a valid and transferable Iqama (residence permit)
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