shahaida2Dr. Shahaida P is a Professor and the Area Chairperson-Marketing in the Centre for Management Studies since December 2011. She holds a Ph. D. in the Services Marketing Area from University of Mysore. She has an M. Phil degree in Management from Alagappa University. She is a Master in Business Administration (Marketing) from Kuvempu University. She holds a Graduate degree in Pharmacy, Government College of Pharmacy, Bangalore University.

She has 19 years of industry, teaching, training, research and consulting experience. She has served as a faculty in reputed management institutes in Bangalore and Hyderabad. Her core areas in teaching are brand management, services marketing, marketing research, sales management, strategic marketing, tourism marketing and corporate social responsibility.

She has worked in the industry with multinational companies in the areas of sales, sales training and product management. She has published research papers and case studies in many national and international journals in the areas of services marketing, branding, retail etc including South Asian Journal of Management, International Journal of Commerce and Management and International Journal of Mobile Marketing.

She has designed and developed customized training programs for the faculty and officials of Ministry of Tourism on “Strengthening Capacities to Capture Market Opportunities” with International exposure visits to Singapore, Indonesia and Malaysia in 2017 and to Spain in 2019.

She has conceptualized and delivered training programs in Sales and Brand Management, Thinking Differently, Coping with Difficult People at Work: Employees and Customers, Fostering Core Values, Stakeholder Management, Creating Corporate Credibility & Values and Corporate Social Responsibility.

She has conducted more than 40 training programmes at ASCI in General Management and Marketing and CSR areas. The clients for training programmes include UCO bank, ministry of Tourism, MDONER, PGCIL, NCL, BCCL, Goodricke Ltd, Orient Cements, Sun Pharma, MSIL, MMTC, Federal Bank etc.

She has conducted sessions on Brand building and Customer relationship management for the Certified Petroleum Management Program for HPCL, BPCL and IOCL.

At ASCI, she has served as the Director: Centre for Healthcare Management from March 2012-November 2014.

She is currently acting as a co-guide for three Ph.D students in marketing under the AIMA-AMU Ph.D Program.


She has lead Consulting Assignments in the following areas:

  1. Business Plan Development for Pawan Hans Ltd (2014-15): Developed a 10 year forecast for the organization. Detailed customer analysis, competition analysis, market mapping, strategy formulation, funding plan and marketing strategy were developed.
  2. Measuring Service Quality of Hyderabad Police for National Police Academy (2013): The SERVQUAL approach was used to assess the expected and current service quality delivered by Hyderabad police. The gaps were identified and an action plan suggested for bridging the gaps. Citizens and police officers perspectives were incorporated.
  3. Formulation of Incentive Plans for Sales Executives for Goodricke Group Ltd (2014): The existing incentive system was analyzed, sales executives opinions were surveyed, the challenges faced by the organization with the existing system were addressed with a new incentive plan.
  4. Customer Satisfaction Measurement for Midhani and Pawan Hans Ltd (2012, 2014, 2015, 2018): Business to Business customers were surveyed using a structured questionnaire, a customer satisfaction index was developed to identify the areas of concern and suitable strategies suggested to address customer complaints.
  5. Brand Positioning and Audit Study for Orient Cements (2012): A detailed brand audit was conducted for the company in AP, Telangana and Maharashtra. Dealers, home owners and retailers were sampled using a brand audit instrument apart from focus group discussions. The brand’s position was depicted through positioning maps for different markets and different customer groups. This formed the basis of forming new branding strategies.
  6. Developing case studies in Healthcare Services Delivery (2016): A case study on the successful implementation of telemedicine by the Government of Karnataka
  7. CSR Evaluation Studies: She has successfully completed CSR evaluation studies for Bharat Dynamics Limited (2014), Midhani ltd (2013), PGCIL projects in Karnataka and Andhra Pradesh (2016-17) and JSW Foundation (2018).
  8. Market Study for Vijaya Dairy Products in Telangana (2018): A complete study on the status of Vijaya Diary products was conducted. A survey to understand the position of the brand among customers and dealers/retailers was conducted and marketing strategies provided to Vijaya Diary.
  9. Public Services Delivery: Verification of Disbursement Linked Indicators for World Bank funded MPCARS Project & Case Development on PSG Act in MP (2017-18): This was an assessment of the implementation of the Pubic Service Guarantee Act in MP. A detailed case study has been developed on the initiative.
  10. Public Services Delivery: Evaluation Study of the Madhya Pradesh Chief Minister’s Helpline System in MP (2018): In order to make government accessible to citizens, the MP government created and implemented the CM’s helpline. This initiative was evaluated.
  11. Public Services Delivery: Independent Evaluation Study of the Bihar Right to Public Grievance Redressal Act (BRPGRA) 2018: The Bihar government has enacted a unique legislation to respond to public grievances, a third party assessment of the grievance redressal act was conducted.
  12. Public Services Delivery: Strengthening the Monitoring and Evaluation (M&E) of Madhya Pradesh Higher Education Quality Improvement (2019-2020): This is an on-going project to verify the disbursement linked indicators for the MPHEQIP project.
  13. Third Party Report on Societal Impact of CCMB and its activities (2019): An Evaluation of the impact of CCMB’s research on society has been conducted.
  14. Public Services Delivery: DLI Verification for MPCARS World bank funded project for 2019-2020: on-going project.

Dr. P Shahaida 

Professor - Marketing Area, Centre for Management Studies

Administrative Staff College of India

Bella Vista, Raj Bhavan Road.

Hyderabad: 500 0082

Tel: +91-40-66534236

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