Dr. Nagendra G. Hegde

(PhD)	Marketing Management, CMR University	Pursuing
NET Qualified	UGC	2013
MBA	Marketing, VTU, Belgaum	2001
BBA	Karnataka University, Dharwad	1999

Academic Experience	9 Years	Indus Business Academy, Bangalore
Industry Experience	11 Years, 10 Months	FMCG, Telecom, Consumer Durable Industries
Total	20 Years 10 months

• “STAR PERFORMER” award at Parle Agro in 2011, being conferred by the Joint Managing Director, Ms. Nadia Chauhan Kurup herself.
• “OUTSTANDING CONTRIBUTOR” award for achieving Operational Excellence in Unitech Trades and Imports (AKAI Battery Division) during 2009-2010.
• Most Valued Employee at Reliance in 2008 and being elevated to Dy Manager Position
• One of the highest contributing employees at Eveready in terms of growth registered during 2005

Marketing in MSMEs, Customer Engagement and Experience Management, Product Development, Sales and Distribution.

• Faculty Research Development Program (FRDP) on “Structural Equation Modelling Tools” organised at IBA Bangalore, 2019
• 3rd Capability Building Workshop on Case Writing organized by AIMA and We-School, Bangalore at We-School, Bangalore, 2019
• Seminar on Customer Engagement by Dr. V. Kumar organised by IIM Bangalore
• World Summit on Accreditation organised by NBA and AICTE, 2018
• Workshop on Technology Business Incubators and Their Contributions to National R&D efforts organised by Department of Science and Technology (DST) and Dept of Management, IISc, Bangalore, 2018
• FDP on Case Writing and Analysis organised by CMS Business School, Jain University, 2018
• Workshop on Confucianism, Vedanta and Social Theorizing: Cultivating Planetary Conversations, 2018
• 10th Spandan-IBA Awards in Human Values, 2018
• Conducting and Crafting High Quality Research organized by IIM, Ahmedabad in association with SIT, Tumkur, 2017
• Research and SPSS Workshop organized by CMR University, Bangalore, 2017
• International Conference On Advances in Leadership and Management organized by IBA Bangalore in association with School of Applied Psychology, Zurich University, 2017
• Strategizing Towards a Digital Future – 9th International Conference ORGANISED BY iba Bangalore, 2017
• Conference on e-commerce – E-tailing India, 2017
• 9th Spandan-IBA Awards in Human Values, 2017
• Seminar on Digital Marketing by VMEdu Inc., 2017
• Workshop on Leadership by Dr.Sunita Didi Chandak, 2016
• Workshop on Decoding R(E)tail organized by IBA Marketing Forum, 2016
• Workshop on The Calling of Global Responsibility: New Initiatives in Justice, Dialogues and Planetary Realizations, 2016
• Taking India to Greater Heights – 8th International Conference organised by IBA Bangalore, 2016
• FDP on Research Methodology and Hypothesis Testing, organised by IBA Bangalore, 2016
• SMF Foundation day workshop, organised by IBA Bangalore, 2016
• 8th Spandan-IBA Awards in Human Values, 2016
• Career Lessons on Leadership – An interactive session by Mr.Sunit Rikhi organised by IBA Bangalore, 2015
• FDP on Ten Drivers of Effective Learning, jointly organised by MBA Universe.com and Indian School of Business, Hyderabad, 2015
• FDP on Academic Rishi &New Knowledge Creation:Reviving ‘Created in India’ Approach – organised by PES University, Bangalore, 2015
• Workshop on Transforming the Subjective and the Objective; Transpositional Subject Objectivity, 2015
• Seminar on Defence Offsets and FDI, 2015
• 7th Spandan-IBA Awards in Human Values, 2015
• Workshop on Cross-Fertilizing Roots and Routes- Social Creativity, Cultural Regeneration and Planetary Realizations, 2014
• 4th MTC-Global International Conference “SANKALP”, 2014
• A Dialogical Workshop on Poetics of Development, 2014
• E-tailing Omni-Tech summit 2014
• Webinar by NEN on Negotiating Skills, 2014
• Workshop on Is it Possible to Replicate Gujarat Model? – Roles and Responsibilities for Directors and Independent Directors, 2014
• Workshop on My 50 years of Experience in Marketing – Dr.Madhav Kacker, 2014
• Workshop Corporate Social Responsibility, 2014
• India at Cross Roads – The Way Ahead, IBA Greater Noida International Conference 2014
• Workshop on Co-Responsibility; Interactive Dialogue on Ethics, Human Rights and Responsibilities for Just Society, 2013
• Workshop on Spiritual Pragmatism and a New Geometry of Consciousness, 2013

• Workshop on Management & Leadership in Disruptive Times at IBA Bangalore in association with Higher Education Forum (HEF), 2018
• Towards Visualizing Globally Extended India, 11th IBA International Conference at IBA Bangalore, 2018
• Towards Development of New Marketing Theory, A workshop organized by IBA Bangalore & IBA Marketing Forum, 2018
• A guest lecture by Mr. Manish Agarwal, A Retail Entrepreneur, organized by Retail Club of IBA (Barcodes), 2018
• A Round Table Dialogue on Management Education – Skilling Students and Improving Teaching Effectiveness Through New Innovative Approaches at IBA Bangalore in association with Higher Edcation Forum, 2017
• A guest lecture by Mr. Nagaraju M, Founder, Ganavi Trust on the topic “Working and Promotion of Non-Profit Organizations – Challenges at IBA Bangalore, 2017
• Workshop on Decoding R(E)tail organized by IBA Bangalore & IBA Marketing Forum, 2016
• Workshop on New Frontiers of Marketing – The Challenges Ahead organised by IBA Bangalore & IBA Marketing Forum, 2015
• A panel Discussion on New Age Marketing Practices in Indian Context organized at IBA Bangalore, 2014

• “The Transformation Model of Micro, Small And Medium Enterprises (MSMES) in India“,3rd International Conference on Evidence Based Management 2019 held at BITS, Pilani, 1st and 2nd Feb’19
• “The Future Growth Model of MSMEs in India”, National Conference on “Management Practices in Start-up Companies” Institute of Management Studies and Research, Hubli, 15th May 2018
• “The Study of Transformation and Momentum Model of Evolution for Sustenance in Indian SMEs”, International Conference On CSR and Sustainability Management – CMR University, Bangalore, 27th Nov 2017
• “The Study of an Impact of Omni-Channel Strategies on Consumers”, Conference on Trending Research in Management – SIT, Tumkur, 5th May 2017
• “Value Innovation in Business Excellence” 6th International Conference on Management Practices and Research, Apeejay School of Management, NewDelhi, 22nd July 2016

• “Inculcating Creativity and Innovation for Business Excellence” paper presented at International Conference on Global convergence of Management – Canara Bank School of Management, 25th and 26th Nov. 15
• “Stepping into The Dawn of Harmonic Marketing Approach” Moving Towards Harmonic Society – Envisioning Management, Leadership and Consciousness in 21st Century, International Conference at IBA, Bangalore, 23rd to 25th April 2014
• “New Horizons in Rural Marketing”, India at Cross Roads – Way Ahead, International Conference at IBA Greater Noida, 7th and 8th Feb 2014

• “The Transformation Model of Micro, Small And Medium Enterprises (MSMES) in India”, Evidence Based Management (ICEBM) 2019 – Department of Management, BITS, Pilani, ISBN: 978-93-86238-65-8
• “How Competition Drives Business to Disarray??”, ICTACT Journal of Management Studies, May 2017, ISSN 2395 – 1656 (DOI: 10.21917/ijms.2017.0067)
• “Power of Consistency”, Indian Management by AIMA, July 2016
• “BARCODE(I)ng Retail” Gondola – IBA’s Retail Club (Barcodes) newsletter, 2014

• Proven skills in managing teams to work in sync with the corporate objectives & motivating them for achieving business and individual goals.
• An effective communicator with excellent relationship building, interpersonal skills with strong analytical, problem solving & organizational abilities.
• Building Sales through Distribution Model.
• Strategic Reasoning

Innovation Adapted in Business Development at Parle Agro Pvt Ltd.

Long-Term Objective – To increase the market share of “Frooti” brand beverages by 14% in two years.

Annual Objective – To meet the Annual Business Plan (ABP) to garner 15% growth over LY.

Target Market – Business Development through Rural Market Penetration. It was evident that about 40% of the sales volume has been generated by 65% of the retail outlets who are either new outlets in new/existing market or existing outlets in existing markets which are out of focus due to various reasons. I was pretty sure of the opportunities in this segment.

The Problems – The problem was very orthodox that we kept on feeding the existing creamy markets, while neglecting the rest.
1. No infrastructure (limited infrastructure) to cover the rural areas, resulting the unorganised brands reaching out there.
2. Almost 80% of these petty and small time outlets are not regular buyers. This is because they kept on selling only one range due to cooling problems (Electricity shortage and the cost of refrigerator is out of their reach) and due to no regular distribution system in place.

Solution – To accomplish the goal of reaching out to rural markets, we decided to counter the problems underneath it.
I realized a necessity of distributing a cost-effective cooling system for them to enable a hassle-free selling. That is when I convinced management and even succeeded. We introduced an ice-box and started distributing it selectively. The box was designed such a way to address many purposes at one go.

• The ice-box was a tailor made cooling system for rural market where there is a severe power cut prevailing. Even during long power cut, a retailer could sell a range of products
• It bore a Appy Fizz branding which resulted in introducing Fizz products in to rural markets which were earlier known only to urban markets.

Result – This has solved many problems.

• It brought many new retailers to our fold who were earlier selling other unorganised brands.
• Our range selling has improved by 30%
• Outlet base increased by 22% and the sales volume by 13%

Of course the distribution set up was completed in the target market to materialise the objective.

Employee Engagement Programme to Enhance Productivity at Work Place- At Unitech and Parle Agro

It was observed that many employees worked with an unclear objective or they failed to quantify their work status against the objective. This has resulted in many employees miserably failing or missing their targets by margin. Any employee who knows his position, who understands his role will do a better job. Keeping this in mind, I have introduced an employee “Performance evaluation” method after a trial and error success. The evaluation method was very much successful that it resulted in increase of employee productivity.

Methodology

• List out the KRAs and assign a weightage point to each one of them based on their priority of importance.
• Establish a percentage of performance (Target Vs. Actual)
• Multiply the weightage points by the percentage of achievement which would give an absolute number.
• Rank the employees based on the numbers obtained

Implications

• A competitive environment is developed at the work place. A self-motive to excel over others prevailed which resulted in employee productivity going up.
• This is a transparent and clear, yet effective performance evaluation system which everybody can understand and appreciate. The success of it made the management to implement it across India.