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10/06 Kanchan Kumar
TA at Perfetti Van Melle

Views:29532 Applications:936 Rec. Actions:Recruiter Actions:19

Perfetti Van Melle India - Manager - Trade Marketing - Retail & Visibility (5-8 yrs)

Delhi/NCR/Gurgaon Job Code: 460674

Position Title : Manager - Trade Marketing, Retail & Visibility

Reporting to : Associate Director - Trade Marketing

Function : Sales

Location : Gurgaon

GENERAL ACCOUNTABILITY :

This position is accountable for : Trade Marketing - Retail :

- Leads the complete thinking on entire retail channel from a long term impact on the business

a. Coordinating with Sales and Consumer Insights the segmentation and validation of retail environments/channels based on shopper profiles

b. Leading the development of a channel strategy which seeks to exploit incremental sales growth opportunities in existing, emerging and new retail environments

c. Applying shopper and trade insights and performance assessment to develop recommendations for product, pricing, promotion, placement and POP Media by retail environment

d. Establishing objectives and KPIs for all categories and retail environments and ensuring tracking mechanisms are in place and utilized

e. Anticipating, predicting, and proactively responding to competitive moves and tactics in the channel, and in-store programs, while benchmarking PVM share of voice/activities in-store

f. Doing a complete 5P review for PVM& competition as and when necessary

g. Tracking, reviewing and modifying channel and account plans to ensure PVM is driving consumption off the shelf cost effectively and brand objectives are achieved within channel and customer P&L guidelines

h. Ensuring line Sales and in-store staff are supplied user-friendly guidelines for management and execution of 5P strategies/tactics by retail environment

i. Conducting pre and post analyses of customer and channel promotions, developing a library of performance history, and adjusting business plans based on results to drive improved return on investment in all types of trade spending

- Efficacy of inputs with budget analysis to ensure maximum impact for each rupee spent

- Tracking & maintaining channel Gross-to-Net and P&L and ensuring that spends remain within plan.

- Leading shopper insight development and application by channel :

- Working in conjunction with Consumer Marketing and Consumer Insights to develop research programs: building expertise in retail environments, general shopping behavior, category-specific behavior by environment etc

- Leading process of developing & refining shopper & channel portraits & finalizing the POB solution based on these insights

Visibility tools :

- Formulate Point of Purchase strategy in sync with the brand objectives.

- Develop creative agencies/units which specialize in point of purchase design and implementation.

- Arm the field force across both MT & TT with innovative POP tools to create heightened visibility for our brands in the market space

- Partners Sales towards effective execution of visibility tools

- Liaisoning with International TM for understanding best-in-class visibility and leveraging learnings for India

- Leverages industry connects and participates in visibility exhibitions and showcases PVMI tools

- Owns visibility and merchandising budgets

New product launch :

- Build robust plans for all NPD's with key focus on retail planning basis:

Clear identification of Where to play

Building robust plans towards How to win

- Needs to work across product categories with clear guidelines on launch

- Monitors launch across markets via regular reports across the country

- Shares best-in-class launch practices across territories to ensure improvement of launch processes

People incentive plans :

- Builds DBSM incentive plans on sales & brand agenda

- Liaise with RE Mgr-Wsale& Rural towards incorporating key brand plans into above inputs

OPERATING ENVIRONMENT :

- This position is responsible for 2 distinct lines of activities- Trade Marketing for Retail & Visibility.

- The position works closely with the Marketing, Sales, HR, Packaging function in execution of its key activities.

- The position devises strategies for in pack items for all the PVMI products.

OPERATING ENVIRONMENT

This position is responsible for 2 distinct lines of activities- Trade Marketing for Retail & Visibility.

The position works closely with the Marketing, Sales, HR, Packaging function in execution of its key activities.

The position devises strategies for in pack items for all the PVMI products.

This job opening was posted long time back. It may not be active. Nor was it removed by the recruiter. Please use your discretion.

Women-friendly workplace:

Maternity and Paternity Benefits

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