BSH-Group - Manager - Category Marketing

GENERAL DESCRIPTION OF JOB:

- Local responsibility for competitive product ranges and positioning suitable for Indian conditions (ensuring with quality, development and service), based on BSH product platforms, depending on market and strategy demand

- Operational responsibility for category strategy and performance (turnover / Market Share, market shares, CM1 & CM3 profitability), by driving all relevant stakeholders

- Ownership of marketing budget for the category and its utilization for achieving category targets

- Developing and implementing product and program strategies and action measures (sell-in and sell-out) designed to realize the market potential for our products, based on in-depth sales performance and market analysis

- Generate a superior market / consumer / category understanding to become the foremost category expert

DETAILED DESCRIPTION OF JOB:

Overall :

- Define growth targets for Pxx, based on product roadmaps and market potential

- Deliver category targets (turnover, sales units, market shares, CM1 & CM3 profitability) by driving interaction sales, whilst mobilizing communication and training activities for supporting targets

- Ownership for marketing budget utilization and allocation (brand, communication route), in conjunction with brand marketing

- Launch management of new product introductions (regular updates + new developments)

- Active variant management to balance range depth and sales requirements, including creating India-specific and adapted variants for Indian requirements

- Sparring partner and information provider for product related queries

- Responsible & accountability for all 4 P's (Product, Price, Place & Promotion) in the product category

- Drive strategic co-operations with relevant partners (e.g. detergent manufacturers) to the category for joint activities to drive sales

Market knowledge:

- Generate superior market understanding of competitive landscape (company profiles, products, ranges, positioning)

- Analyze market trends (size, feature trends) and derive implications on BSH product strategy and roadmaps

- Competition benchmarking (product, price, promotions, distribution) to derive short-term action measures and mid-/ long-term strategies for BSH India product portfolio

Consumer understanding:

- Establish in-depth consumer understanding with usage and purchasing behavior of BSH target groups

- Evaluate latent consumer needs for future product developments and positioning

Product knowledge:

- Create in-depth product knowledge beyond features, also on superiority in quality and manufacturing

- Provide selling stories and detailed product specific information (consumer benefits, quality standards, etc.) for communication, training and sales pitch

Category understanding:

- Create competitive product portfolio / roadmap (features, price) for responsible Pxx, based on market demands, existing/ future product platforms and strategy fit to BSH India

- Trigger and drive product initiatives for future product developments to support growth strategy of BSH India with products suitable for Indian conditions (ensuring with quality, development and service departments)

- Define business cases for new product initiatives based on market and consumer understanding and product positioning

- Monitor closely sales & profitability performance of own P & L and develop product and program strategies and action measures to support sales targets

- Define distribution strategies for product portfolio and ensure implementation