Brand Manager - Foods

Main Deliverable :

To define brand strategy and architecture, analyse market/ customer trends and competition, provide inputs into developing new products within the limits of category business planwith the objective of enhancing brand market share, sales volume and profitability

Principal Accountabilities :

Category Business Planning :

- Plan initiatives for existing products/ entry into new product

- Prepare month/ branch wise sales forecast

- Discuss plan with manufacturing & finance team for evaluating capacity readiness/ contribution etc.

- Discuss forecast and planned initiatives with TM&D sales and revise plan if required

Brand Planning :

- Prepare brand architecture (target markets/ group, products, launch and phase out support)

- Conduct competition analysis for market practices in supporting brand (promotions/ activations)

- Plan for mother/ sub brand initiatives based on growth prospects and gaps in current portfolio.. Lead IMC development

Portfolio Planning :

- Coordinate for research of identified route options

- Analyze feedback and shortlist route

- Review scripts prepared by agency

New Product/ Product Extension Planning, Development and Launch :

- Gather input on new product from usage and attribute study for the category/ products

- Identify new product positioning/ story and directional product/ emotional attributes

- Prepare and provide new product brief (market size, competition, flavors, gram ages, differentiation etc.) to PD

Packaging Development

- Prepare packaging brief with inputs on target group, market, competition, differentiation etc. for agency to prepare packaging graphics/ structure

Trade Promotion (Domestic Market) :

- Allocate spend based on evaluation of each market/ district; Discuss and finalize with TM&D team

- Conceptualize trade promotion schemes for the identified products

Consumer Promotion (Domestic Market) :

- Evaluate need for consumer promotion for the products

- Estimate increase in sales/ awareness/ impact on bottom-line etc.

Brand Plan Review :

Monitor and review progress of brand against defined plan (using AC Nielson data, Brand track etc.)

- Analyze competition performance

Consumer Complaint Addressal :

Contact customer directly post receipt of feedback; Evaluate complaints and liaison with relevant department (manufacturing/ legal/ PD/ TM&D etc.)

Market Research Conceptualization and Execution :

- Provide brief to the MR team on strategic/ tactical research requirements

- Co-evolve research design (markets, target group, no. of people etc.)

- Validate research proposal of the agency (cost, questionnaire etc.)

- Attend and provide inputs during field work

Market Research Findings Implementation :

- Analyze data and identify key trends/ correlations from the MR report prepared by agency

- Identify key action points and share with relevant functions (PD/ Packaging etc.)

Media Implementation:

- Prepare brief for each media initiative (Stating objective, priority markets, concept, budget etc.)

- Discuss brief with media team/ agency and explain script

Demand Planning :

- Analyze market performance of the brand/ products and identify key actions on new launches/ new SKUs/ promotions/ phase out of SKU or brand etc. for the next month

Order Fulfillment :

- Provide input for customized supply of stock to WSP for market testing of product/ new product launch/ diversion of stock in case of shortfall or excess production or error in estimation

Price Updation :

- Provide information for price updation in the SAP (e.g. SKU unit, weight, free units - if any, MRP, configuration of CFC, price class/ sequence etc.) to the Sales Operations team

Job-related Skills

(Technical and professional skills that the person must have to be effective)

- Expertise at Brand Management (product, price, promotion, placement IMC)

- Knowledge of statutory compliance related to the category products (legal declarations/implications);

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

- Basic Knowledge of logistics (load ability, supply network, time in transit, minimum load, freight cost etc.)

- Basic knowledge of finance(overhead/ revenue apportionment, budgeting, product pricing etc.)

Management Skills

(Non-technical and managerial skills that the person needs to have)

- Strong analytical ability

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

- Good Communication Skills

- Excellent Problem Solving Ability

- Business Acumen;

- Planning and coordination skills;

- Relationship building skills;

- Influencing skills

MOST IMPORTANT

PEOPLE WITH MINIMUM 5 YEARS CORE BRANDING / MARKETING EXPERIENCE NEED APPLY

PEOPLE FORM PREMIER COLLEGES ONLY NEED APPLY

Contact at sanjeev.m@rfactorconsultants.com