RP Sanjiv Goenka Group - Brand Manager

Brand Manager- RP Sanjiv Goenka Group - FMCG Domain

About RP-Sanjiv Goenka Group :

The RP-Sanjiv Goenka Group is a diversified conglomerate with interests across Energy (Power, Renewables, Chemicals), Consumer (retail, food services), Entertainment (media, music, sports) and technology businesses. The group overall has 31+ companies and 45,000+ employees.

The flagship companies include :

- CESC Limited - A Fully Integrated Private Power Utility

- Spencer's Retail - India's second largest food based retailer

- Firstsource Solutions - India's Top 3 pure play BPO player

- Saregama India - the biggest collection of Indian music

- Phillips Carbon Black - India's 2nd largest carbon black manufacturer

- Harrisons Malyalam - One of the largest plantation businesses in India

- Along with Spencer's Retail and Saregama, the Group has also ventured into FMCG business recently through Guiltfree Industries Limited. It has also acquired another FMCG Company, Apricot Foods Private Limited

- With strong profitability, robust balance sheets and deep cash reserves, the Group is looking to build a strong position in the consumer goods and retail space.

Background - FMCG Business

RPSG FMCG Business has made strong initial inroads by creating a new segment of snacks in the Indian market, with its brand "Too Yumm" In a short period the brand has established itself across India as a strong choice vis a vis of traditional fried. This was possible by bold investments in product design and go to market. The division also has forayed into traditional snacks and Ayurveda ( Dr Vaidya's). The group is now in earnest to build the FMCG business in India through bold organic growth and acquisitions.

Job Title: Brand Manager

Purpose:

To define overall brand strategy, business & marketing plans, innovation architecture for the brand. Deliver the yearly business, analyze market/ customers trends and competition, create gap fill plans, provide inputs into developing plans for extensions into new categories and channels with the objective of enhancing brand market share, sales volume and profitability. End-to-end responsibility for the brand extensions in adjacent categories.

Areas of Responsibility:

- Business Planning & Delivery:

Design & execute the overall business plan to meet aligned yearly objectives. Works with multifunctional team to ensure day to day business delivery

- New Product/ Product Extension Planning, Development and Launch:

- Gather input on new product from usage and attribute study for the category/ products; Identify new product positioning/ story and directional product/ emotional attributes; Prepare and provide new product brief (market size, competition, flavours, gram ages, differentiation etc.) to PD; Test prototype samples and provide inputs to PD team during development phase.

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.

Market Research Conceptualization, Execution & Findings Implementation:

- Analyze data and identify key trends/ correlations from the MR report prepared by agency.

Brand Planning:

- Prepare brand architecture (mother brand, sub-brand) for all new extensions; Conduct competition analysis for market practices in supporting brand (promotions/ activations).

Brand Communication, Development and Execution:

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

Trade Promotion:

- Coordination with trade promotion vertical for brand schemes.

Consumer Promotion:

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

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

Education & Relevant Experience:

- MBA in marketing from Tier I/2 Top Management Institute with 3-5 years of experience in FMCG business. Experience in Brand Management is must. Some sales experience is good.

Skills / Abilities:

- Experience in Brand Management (product, price, promotion, placement) managing a brand and showing demonstrated success growing the brand, market share, equity.

- Knowledge of statutory compliance related to the category products (legal declarations/ implications)