Zydus Cadila - Product Manager - Respiratory Division

Speciality : Respiratory

Educational Qualification : MBA degree with Science/Pharma background

Reports To : Group Product Manager/Senior Manager - Marketing/SBU Head

Supervises : None

Position Summary (Job Purpose): 

Accountability:

- To ensure that each Product handled is self sustaining and contributes to the overall objective of the company in terms of market share and profits.

Delegation of Responsibility:

- In the absence of the job holder, administrative and decision making responsibilities shall be referred to Group Product Manager/Senior Manager Marketing/SBU Head.

Decisions made alone:

- Designing of Promo inputs

- Coordination with advertising agencies and final execution of inputs

Decisions in consultation of superiors/ others:

- Brand Plan preparation and overall strategy preparation

- Input Identification

- Field Working Plan

- CME/Symposia Planning

Decisions referred to higher authority:

- Budgetary control and Brand related decisions like alteration of Pricing, and Trade Bonus

- Alteration of TPs/MRPs and profitability decisions for brands

Job Profile:

KEY RESULT AREAS:

- Market share objective of the brand

- Internal Achievement of Targets

- Timely activities to achieve target objectives

- Gathering customer insights and customer relationship

- Training newly inducted Front Line Executives/First Line Managers about the brand

- New product/extension proposal and introduction

- Consolidation on key specialties

- Plan, execute and implement marketing strategies

- Timely field work for feedback of implementation

- Manage brand profitability

Assessment and Planning of Work

- 75% of the work is Individual driven in the area of data analysis and planning of promo inputs

- 25% of the work is division related, therapy related and sales related

Problems/ Key Features:

- Procuring necessary primary and secondary data

- Management of Promotion plan within assigned budget

- Implementation of strategies at the level of field

- Secretarial support system

- Comprehending the impact of inputs from the feedback received from the field

- Conceptualizing and designing inputs in mature stage of PLC to get doctors attention

- Coordination with different divisional product managers for specific product input

Interface:

External Contacts:

- Advertising agency for designing and execution of Promo inputs

- Gift manufacturers for procurement of compliments

- Printers for Co-ordination to ensure quality and timeliness are met with

- KOL

Internal Contacts:

- Sales: MSRs, DMs, RMs, SMs, SBU-Head for feedback regarding promotion and marketing and sales query

- Market Research for Retail and Prescription data

- Medical Department for medical query, launch plan and promotion theme approval

- IT for web-related brand activity

- Finance for change in MRP, TP or pack size

Competencies Required:

Technical Competencies:

- Ability to set the necessary marketing strategy for creating required push and pull in the market to enhance the presence of the company product.

- Continuously evaluates sales data and information including competitive brands information and monitors own brand performance versus competition.

- New brand launches based on the overall business focus & strategy

- Knowledge of business and management principles involved in strategic planning, resource allocation, and coordination of people and resources.

- Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

- Knowledge of ethical marketing.

- Knowledge of launching new products, increasing product portfolios.