Brand Manager

1 month ago

Mumbai, India Dr. Reddy's Laboratories Full time

Dr. Reddy’s Laboratories Ltd. is a leading multinational pharmaceutical company based across global locations. Each of our 24,000 plus employees comes to work every day for one collective purpose: to accelerate access to affordable and innovative medicines because Good Health Can’t Wait .

We started in 1984 with a modest investment, 20 employees and a bold vision. Today, we have research and development centers, manufacturing facilities or a commercial presence in 66 countries.


Job Description


Position: Product Manager / Brand Manager

Education: MBA / PGDM Mandatory

Location: Mumbai

Therapy: Antibiotic / Anti Allergic


Key Responsibilities:


Top line & Bottom line achievement

- To Drive Mega brand Growth and Performance

- Optimize Promo spend for Desired ROI

- Prepare Brand Wise Quarterly Visual Aid:

o Brief ad agency on the product

o Evaluation and selection of draft concept out of 3-4 designs submitted by the agency

o Evaluate a detailed Visual Aid with the agency before finalization

o Send the visual for printing.

o Coordinate with printer and logistics vendor for dispatch of Visual aid before 1 week of the planned quarter.

- Quarterly communication of Visual Aid to the field force

o Prepare business plan (quarterly) booklet for field which includes the explanation and detailing talk of the visual aid and inputs.

o Periodical circulars about brand’s achievement, market trends etc to keep the field sales team abreast of the current information and motivate them to go for the call.

o Conduct Quarterly briefing sessions of .5 – 1day in each zone to ASM’s on brand communication/ inputs.

o Monthly planned visit to select areas for review meetings to further reinforce brand communication.

- Promotional Material, i.e. LBL, Inputs etc on a timely basis for effective marketing

o Allocate promotional budget brand wise and promotional mode wise

o Plan for quarterly inputs and mode of inputs

o Vendor selection

o Negotiate with multiple vendors for cost effective input selection

o Coordinate with selected vendor on agreed time, quality and quantity supply of inputs.

o Allocate inputs geography wise.

o Coordinate with vendor and logistics vendor to ensure timely dispatch to the field as per allocation

Continuous monitoring of the planned activities and reorganization of promoted initiatives to improve cost without affecting top line.

New Product Launch ( As and when required )

Identify potential areas of New Product Launch in the assigned therapy through:

ORG CMARC trends

Doctor feedback in joint work/ CME/ conferences

Field manager’s feedback

Analyze market potential for the identified new product through historical ORG-CMARC

Conduct primary research with the help of market research for achieving clarity in the right patient segment, right launch volume and right price.

Work with finance to validate the profitability/ viability of the product

Present the idea post clearance from finance to NPD and get a project manager assigned by the NPD Head

- Coordinate with packaging, FR&D for product features finalization.

- Prepare sales projection, sampling plan for at least 6 months – 1 year from launch.

- Prepare stock allocation and ensure proper distribution in all geographies through SCM.

- Parallel, finalize on promotional activities, input plan, Visual Aid etc. and work towards a launch as per the agreed timelines with NPD Project manager.

- Ensure regional launch meetings for the new product through RSM’s.

- Analyze SMSRC Rx trend and drives leadership position (jump in ranking, growth more than market) for the brand thru field force

Key Skills :

· Strong negotiation and influencing skills

· Networking skills

· Ability to plan multiple products communication and deliver results according to plan

· Ability to run specialized program for top KOL KBL end to end for better impact on marketing activities.



Additional Information

About the Department


Global Generics India


Global Generics India business journey began in 1986. In the last three decades, we have grown as a trusted name in the healthcare industry and rank as one of the top 10 Pharma Companies in the Indian Pharma Market (IPM) as per IQVIA MAT (November 2022). Our commitment to Lead Ahead has helped us move ranks from 16th position to 10th position (IPM) in the last four years. We are a fast-growing organisation with double-digit growth and significant market share in domestic markets. Currently, we rank among the top 5 in oncology, anti-allergy and gastrointestinal diseases and the top 10 in a few other therapy areas. Our focus is on leveraging our digital capabilities, collaborations, innovations and inorganic opportunities to become the top 5 companies in the Indian Pharma Market.

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