Brand Manager - FMCG

KRAs

- Category Business Planning : Analyze the macro environment trends, consumer behaviors, internal business imperatives, industry scenario to conceptualize region wise volume projections

- Brand Planning : Analyze the market research data, external market study results with respect to growth prospects, changes in brand positioning, brand health

- Portfolio Planning : Analyze the current and past industry trends, market competitiveness of products and SKU's, consumer requirements to identify gaps in the current brand portfolio

- New Product/ Product Extension Planning, Development and Launch : Gather inputs from market research data, consumer insights for preparation new product brief

- Assist the Brand Manager in preparing the product brief

- Coordinate for Consumer Preference Testing (CPT) with MR/ PD team;

- Conduct field visits to validate the results of CPT

- Conceptualize and plan for merchandising initiatives (ideation of merchandise, cost, design etc) for the new product launch

- Brand Communication, Development and Execution : Prepare communication brief detailing the need for brand communication, priority market and target segment for the communication

- socio-economic class of target segment

- Packaging Development : Analyze the market research data on new packaging trends in the market (if, required)

- Prepare packaging brief covering brand positioning, priority market and socio economic class of target segment, key consumer insights, legal mandatory, industry scenario, packaging trends, and market competitiveness of the product

- Trade Promotion (Domestic Market) : Evaluate the need for trade promotion by analyzing region wise outlet wise purchase pattern of wholesale distributors and competitive landscape with respect to trade promotion schemes;

- Conceptualize trade promotion schemes (covering the objective, mechanism, merchandise etc) and prepare promotion brief

- Consumer Promotion (Domestic Market) : Conceptualize consumer promotion schemes (covering the objective, mechanism, merchandise etc) and prepare promotion brief

- Present the brief to Brand Manager and seek approval

- Evaluate the feasibility of co-promotion by tying up with external agencies

- Seek approval for co-promotion

- Identify the external agency

- Brand Plan Review : Evaluate the effectiveness of brand communication, trade and consumer promotions and overall brand health by conducting variance analysis

- Prepare the brand review presentation basis the variance analysis

- Consumer Complaint Addressal : interact with customers to identify the root cause of market complaints

- Coordinate with various departments / functions for addressal of consumer complaints

- Market Research Conceptualization and Execution : Participate in field work related to market research to obtain first hand consumer insights

- Provide inputs for preparation of market research brief on strategic/ tactical research requirements

- Market Research Findings Implementation : Participate in identification of key trends from the market research report and usage of key trends for building brand initiatives

- Media Activation : Plan and prepare the brief for event activation

- Seek approval

- Identify agencies for event activation

- Negotiate contract terms with the agencies

- Plan for execution of the event

- Demand Planning : Provide inputs (with respect to art work, packaging, manufacturing readiness, WSP and market connectivity) to Brand Manager for the preparation of demand planning note (DPN)

- Order Fulfillment : Participate in identification of root cause for non-fulfillment of sales orders

- Inform respective functions / departments for issue resolution; Track order fulfillment rate at WSP

Essential

- Knowledge of brand management (product, price, promotion, placement);

- Knowledge of statutory compliance related to the category products (legal mandatory');

- Basic knowledge of category/ product specific manufacturing process and technology;

- Basic knowledge of research methodologies and tools;

- Basic understanding of consumer behavior and market trends

- Strong analytical ability

- High result orientation – getting things done on time and as per agreed upon norms.

- Good Communication Skills

- Excellent Problem Solving Ability

- Attention to detail;

- Creativity

- High standards of process discipline and adherence to control systems

- Clear and precise communication with multiple points of contact

- Maintain the required standards of professionalism in the face of multiple demands and potential conflict situations

MOST IMPORTANT

PEOPLE WITH MINIMUM 2 YEARS CORE BRANDING / MARKETING EXPERIENCE NEED APPLY

PEOPLE FROM PREMIER COLLEGES WORKING IN TOP NOTCH COMPANIES ONLY NEED APPLY WITH A CLEAR / RATIONAL REASON FOR CHANGE

Contact - sanjeev.m@rfactorconsultants.com