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Brand Manager
2 months ago
Role & Responsibilities :
Category Business Planning : Analyze the macro environment trends, consumer behaviors, internal business imperatives, industry scenario to conceptualize region wise volume projections Brand Planning : Analyze the market research data, external market study results with respect to growth prospects, changes in brand positioning, brand health Portfolio Planning : Analyze the current and past industry trends, market competitiveness of products and SKUs, consumer requirements etc. to identify gaps in the current brand portfolioNew Product/ Product Extension Planning, Development and Launch : Gather inputs from market research data, consumer insights for preparation new product brief Assist the Brand Manager in preparing the product brief Coordinate for Consumer Preference Testing (CPT) with Market Research/ Product Development team; Conduct field visits to validate the results of CPT Conceptualize and plan for merchandising initiatives (ideation of merchandise, cost, design etc) for the new product launch
Brand Communication, Development and Execution :Prepare communication brief detailing the need for brand communication, priority market and target segment for the communication Packaging Development :Analyze the market research data on new packaging trends in the market (if, required) Prepare packaging brief covering brand positioning, priority market and socio economic class of target segment, key consumer insights, legal mandatory, industry scenario, packaging trends, and market competitiveness of the product Trade Promotion (Domestic Market) :Evaluate the need for trade promotion by analyzing region wise outlet wise purchase pattern of wholesale distributors and competitive landscape with respect to trade promotion schemes; Conceptualize trade promotion schemes (covering the objective, mechanism, merchandise etc) and prepare promotion brief
Consumer Promotion (Domestic Market) :Conceptualize consumer promotion schemes (covering the objective, mechanism, merchandise etc) and prepare promotion brief Present the brief to Brand Manager and seek approval Evaluate the feasibility of co-promotion by tying up with external agencies Seek approval for co-promotion Identify the external agency
Brand Plan Review :Evaluate the effectiveness of brand communication, trade and consumer promotions and overall brand health by conducting variance analysis Prepare the brand review presentation basis the variance analysis
Consumer Complaint Addressal : interact with customers to identify the root cause of market complaintsCoordinate with various departments / functions for addressal of consumer complaints
Market Research Conceptualization and Execution :Participate in field work related to market research to obtain first hand consumer insights Provide inputs for preparation of market research brief on strategic/ tactical research requirements Market Research Findings Implementation :Participate in identification of key trends from the market research report and usage of key trends for building brand initiatives
Media Activation :Plan and prepare the brief for event activation Seek approval Identify agencies for event activation Negotiate contract terms with the agencies Plan for execution of the event
Demand Planning :Provide inputs (with respect to art work, packaging, manufacturing readiness, WSP and market connectivity) to Brand Manager for the preparation of demand planning note (DPN) Order Fulfillment :Participate in identification of root cause for non-fulfillment of sales orders Informrespective functions / departments for issue resolution; Track order fulfillmentrate at WSP
