Danish Awan Marketing & Data Analytics | LSE ’26

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Introduction to Consumer Behaviour

Nov 2024

The term project was about developing a hypothetical product line extension for an established brand, in this case, "Sufi Healing Candles" for J. The project involved comprehensive market research, including consumer demographics, psychographics, and competitor analysis, to identify gaps and trends. The team conceptualizes a new product, defines its unique selling proposition, and tests it through consumer feedback. A detailed marketing strategy and implementation plan are developed based on branding, product design, pricing, promotion, and distribution. The final deliverables include a presentation, a prototype, and a professionally written report with creativity, strategic thinking, and consumer insights.

S

Services Marketing

Nov 2024

This consultancy-based project involved offering marketing consultancy services to small and medium-scale businesses (SMEs), in this case Adapting Education, an online tutoring service, and then reporting and presenting the work through detailed and visually appealing presentations. The focus was on helping businesses understand their customer journey, optimize their marketing strategies, and foster partnerships or collaborations for growth. The 3 phase project consisted of a business selection and initial asssesment followed by customer journey mapping and gap analyis and then strategic recommendations & partnership development.

F

Financial Accounting 2

Jun 2024 - Jul 2024 (2 months)

Conducted a comprehensive financial analysis of KIA Motors for 2016 and 2017 as part of a Financial Accounting 2 term project. The analysis involved evaluating key accounting ratios, including profitability, liquidity, and turnover, alongside a detailed review of cash flow statements to derive actionable insights. The project culminated in a professional presentation summarizing the findings, highlighting financial performance trends, and providing data-driven interpretations.

B

Business Communications

Mar 2024 - May 2024 (3 months)

This term project was focused on conducting an in-depth consumer behavior and communication analysis of PepsiCo Pakistan at the Lahore School of Economics. The project examined how global values are aligned with local cultural dynamics, particularly issues in negotiating socio-political tensions and brand equity. The research was based on primary and secondary research: interviews with department heads at PepsiCo's Head Office in Lahore, surveys, and market analyses. The Key deliverables included presentation and a word report on actionable recommendations on localized marketing, stakeholder engagement, ethical sourcing, and sustainability initiatives. These were focused on enhancing PepsiCo's connections with Pakistani consumers while ensu

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