Roles & Responsibilities
- 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
Educational Qualification:
- Post Graduate in marketing / related field with minimum of 1 year of experience from any Premier Institutes.
Technical Knowledge:
- 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
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