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03/03 Nehaa Talwar
Director at ADNE Group

Views:1430 Applications:383 Rec. Actions:Recruiter Actions:257

Brand Manager - FMCG (10-15 yrs)

Mumbai Job Code: 898377

Areas of Responsibility:

1. 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 brand initiatives based on growth prospects and gaps in current portfolio; 

- Share plan with Media/ MR team and seek inputs on related activities/ cost/ calendar; 

- Conduct overall analysis on marketing spends for the brand in order to ensure achievement of brand market share and health index.

2. Brand Communication, Development and Execution:

- Provide briefs to agency based on brand architecture (consumer/ product attributes, differentiation, competition etc.); 

- Review concept/routes options prepared by agency; 

- Coordinate for research of identified route options; 

- Analyze feedback and shortlist route; 

- Review scripts prepared by agency; 

- Conduct script/animations research; 

- Analyze feedback; 

- Select production house for ad creation; 

- Participate in pre-production meetings to provide insights; 

- Monitor and review ad production; 

- Monitor effectiveness of brand communicate post deployment in order to ensure effective brand awareness and recall.

3. Portfolio Planning:

- Conduct industry analysis on products, competition players, growth segments, emerging segments etc.; 

- Identify gaps and wide spaces in current portfolio; 

- Plan for introduction of new products in portfolio/initiatives for products in current portfolio in order to ensure portfolio meets the requirements of market/customers.

4. Packaging Development:

- Prepare packaging brief with inputs on target group, market, competition, differentiation etc. to develop superior packaging structures in design. 

- Pack test with consumers on likability and purchase intent. Projects to adhere to benchmark costs.

5. Trade Promotion:

- Coordination with trade promotion vertical for brand schemes.

6. Brand Plan Review:

- Monitor and review progress of brand against defined plan (using Research Agency data, Brand track etc.); 

- Analyze competition performance; 

- Discuss findings with TM&D sales and identify actions/initiatives for market, manufacturing and product development in order to ensure performance of brand as per plan.

7. Consumer Promotion:

- Monitor and review implementation in order to create effective pull for products by the consumer in the market.

8. Market Research Conceptualization, Execution & 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.); 

- Share findings with marketing head and finalize initiatives to be taken up for alignment of initiatives with consumer/ market requirements.

9. Media Implementation:

- Discuss brief with media team/agency and explain script; In cases interact with media partners and review media innovation if any; 

- Evaluate initiatives with Media Team performance and identify reason for success/failure in order to ensure effective brand awareness and recall.

10. New Product/Product Extension Planning, Development and Launch:

- Innovate for the brand presence on digital platforms. Manage brand handles on social media apps & co-create campaign calendar with performance marketing team.

Operating Network

External: Creative agency; Packaging agency; Activation agency; Media agency; Research agency

Internal: Marketing, Manufacturing, Finance, Procurement, Research, Product Development, Quality, R&D, Legal, TM, Sales & Logistics team

Women-friendly workplace:

Maternity and Paternity Benefits

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