Statement of Purpose

I, Sharjil Lakdawala, am pursuing the final year for the degree of Bachelor of
Mass Media (Advertising) from University of Mumbai. Many of my courses and
research activities in the final year were in the field of Marketing & Advertising
Techniques with a strong focus on promotional & marketing techniques. I am applying for
admission to the Masters in Strategic Marketing Communications at the University
of Greenwich. Detailed information about my academic record and my research and other
experience is attached to this statement.

I was introduced to marketing & advertising concepts while at college and it was
at the end of the very first year that I considered a career in this area.

My undergraduate education at Bhavans College of Arts, Science & Commerce,

Andheri (W), Mumbai, has not only given me a certain set of skills but has also helped me
understand my fields of interest and my academic strengths and weaknesses. During my
under-graduate course at Bhavan’s College I studied various subjects related to
advertising and marketing namely Marketing, Management, Fundamentals of Mass
Communication, Organisational Behaviour, Consumer Behaviour, Advertising & Market
Research, Brand Building, Direct Marketing, Mass Media Research, Legal Environment &
Advertising Ethics, Psychology, etc. The study of these subjects required working on
projects at an individual level as well as at group level.

Working on the Marketing project, I experienced the practicality of launching a

brand, which included marketing chores like market analysis, pricing research, test
marketing of the product in a city and study of consumer demographics and
psychographics. In a Direct Marketing project, I had to manage the marketing database of
prospective and current customers of a Formal Clothing Brand. Designing the brochure,
and finding the market value of various competitors of the brand was also a part of this
project. I was expected to compile the project using various direct marketing tools like
sales promotion, database management, telemarketing, etc. Another project for the subject
Consumer Behaviour Studies, included a very vast study of how consumers decide to buy
a particular product and what factors influence a consumer’s decision. The product
assigned for this project was Pantene Shampoo. This project required a vast study of the
ingredients of the product, consumers likes and dislikes, marketing factors influencing the
consumers decision, analysis of competitors like Sunsilk and Garnier, framing a
questionnaire for the purpose of analysis and prepare statistics of the analysis.

Working on all these projects during my academics and internships in the field of
advertising and marketing has given me a better understanding of my chosen field of study
and helped me realize my appetite for further studies in the same field. This understanding
has made me realize that though advertising appeals to me, my strengths lie in marketing
techniques. In particular, I am interested in market research & market analysis studies.

The reading of certain outstanding books during the course of my research such as
Philip Kotler’s ‘Marketing Management’ & 'Marketing Insights from A to Z', and
marketing projects during my first academic year of BMM finally convinced me to pursue
a Masters degree in International Marketing to explore the international marketing
scenario and pursue a career in the same field thereafter.

My past work experiences in the area of events and advertising have helped me
develop my professional skills and personality to suit the market requirements. I have
worked for ENTERPRISE NEXUS, one of the leading and award winning advertising
agencies in India. I worked on a part-time basis for this firm. The job profile was to
analyse sales promotional strategies use by TOSHIBA, the client of the agency, and it’s
competitors like SAMSUNG, SONY, PHILIPS and ONIDA. I had to do a detailed
research in the leading retail outlets of Mumbai and zero-in on the market leader
depending upon the features, sales, pricing, after sales service, etc. In addition to these,
interviewing the marketing managers, regional managers and store managers of retail
outlets and also of all the above-mentioned brands was a part of my job profile.

I have also worked on a full-time basis with STARKRAFT Group of

Companies, an event management firm, on a beauty pageant. My job profile included
marketing of the event in order to acquire sponsorships from various brands for the beauty
pageant. I was successful in acquiring Rs.20,00,000/- in kind as sponsorship for the
pageant from various brands like World Gold Council, Kodak & hospitality sponsors like
Taj President.

I believe that I have the qualities to be a good researcher and marketing

professional. I am a creative person and often think in a contemplative way about various
issues of practical importance. Being able to identify patterns and relationships that are not
obvious to others is perhaps my greatest strength. This will prove very valuable because an
integral part of being a researcher and marketing professional is to perceive the balance
between theory and practice. My communication skills are very good and I like expressing
ideas and concepts both in oral and written form - an ideal platform for the dissemination
of knowledge in my chosen field of specialization.

I would like to reiterate that I possess the background, the ability and the
motivation to make a significant contribution to Marketing Management. I hope you will
take a favorable decision regarding my admission to the post-graduation program and I
look forward to joining the University of Greenwich.

Sharjil Lakdawala