Category Head - FMCG/FMCD

Owning the customer:

- Understanding the customer and the end consumer insights

- Owning the customer experience - visiting retailers and understanding their product needs, expectations

Competitor insights:

- Understand competitor insights on strategy, product, technology, pricing, etc.

Product Design:

- Enable consumer experience via product design

- Continuous upgradation of technology

Product communication:

- How do we communicate to the consumer (SEO for digital, key words as input to the BTL team)

- Packaging design (visual and aesthetics) sign off authority

Product lifecycle:

- Ensures products in line with brand philosophy

- Manages lifecycle of products

- Design specific exit strategy for unsuccessful products / products that are not aligned with org goals

Product Portfolio:

- Managing the mix of products and taking a call on how the product portfolio/mix will enable profit maximization

Pricing & promotion:

- Pricing decision in line with (a) market expectations and consumer willingness to pay (b) margin management for company (c) portfolio decisions

- Define the hero products where marketing should be focused (both for digital, trade marketing and ATL); ensure promotions across channels are following a category level strategy

Channel mix:

- Ensuring channel mix is in line with market trends

Support role:

- Being part of decision committee for product development (e.g., which vendors are selected on technical fit); basic relationship/understanding of how our vendors work (where procured from vendor)

- Help the S&OP team to define the accurate forecast and how to manage procurement/manufacturing numbers