Brand Marketing, Asha Kiran

6 months ago

Lucknow, India TheNudge Full time

**About The/Nudge**
- The/Nudge is an action institute working towards a poverty-free India, within our lifetime. We partner with governments, markets, and civil society to build resilient livelihoods for all. We are a collective of some of India’s best leaders and entrepreneurs from across the industry, academia, government, and development sectors

**About the Program**
- The Asha Kiran program aims to catalyze impact at scale by partnering with private sector and government, to implement livelihood interventions for women in poor households.

**Who are we**
**solving for?**- women farmers from landless, marginal and small landholders-
- with an average family size of 5-6 members-
- who have unpredictable wage labor-
- male members migrate for livelihood opportunities- These farmers need a diversified & sustainable income to withstand life shocks, as well as to improve their food & income security, asset value & savings, access to safety nets and financial instruments, so as to come out of poverty.

**What are we**
**solving for?**
- Farmers in India have experienced newer opportunities through livestock based livelihood models promoted by govt/ markets, but there’s a need to build sustainable pro-poor models at population scale. While we are implementing livestock promotion models (backyard poultry and goatery models) in Uttar Pradesh, we also recognise and work towards building a deeper understanding of the value chain to create incentives for markets to participate & leverage govt resources to solve for:

- Infrastructure (Land & assets, Information & Technology)- Standardization of rearing practices- Forward & backward linkages for farmers
- Collectivisation of efforts through community institutions (SHGs)
- Organized production

**What are some of the principles/ approaches we use?**
- First principles thinking
- Hands on approach.
- Human centered design (thoughtful, action oriented, experimental & iterative process) with a gender lens (unbiased and reflective approach)
- Systems thinking (analytical, stakeholder oriented and holistic)
- Strategic planning (result oriented, logical & coherent with clearly defined outcomes, grounded on the current realities)

**What will you do?**
- Develop and implement a Trade Marketing Strategy to achieve Poultry Meat Sales targets in the planned geography.
- Has 4-6 years of work experience.
- Craft the marketing mix for the Indian market, including positioning and product packaging.
- Execute demand estimation, enhance BTL activations, and establish partnerships with market associations.
- Create a monthly forecasting model, design training modules for the market development team, and manage the marketing budget.
- Co-own product sales targets with the market development manager, measure brand performance, and monitor competitor activities.
- Conduct pre and post-promotion analysis, and plan visibility drives, rural sales activations, samplings, loyalty programs, and distribution drives.

As a product manager in our 0-1 program, you'll have the exciting opportunity to design a roadmap for the end consumer market for Premium Poultry Meat and Eggs. This involves a comprehensive journey—from forecasting demand to devising strategies aimed at dominating the premium consumer market. You will take ownership of implementing these strategies, essentially overseeing the entire process from end to end, including the design and execution of trade marketing initiatives and the development of a strong brand presence.
- We aspire to_
- be an inclusive and diverse organization and encourage qualified individuals irrespective of their religion, caste, gender identity or expression, sexual orientation, ethnicity, age, or any other dimension of identity, to apply._

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