Marketing - FMCG - IIM/MDI/ISB
Walk In Solutions
20d ago

Job Description :

  • Development of the - strategic vision- for each brand, the Brand Architecture, the Brand Lighthouse (incl. it's positioning) and its place in the company's portfolio.
  • To lead the development of the Category Strategy including the Marketing Strategy. To develop and Implement Brand Plans (including the Investment Mix).
  • Develop deep, actionable consumer understanding &insights on category, brand(s), competition, usage and attitudes and purchase behavior.
  • Implementation :

  • Media Planning &Implementation (as applicable).
  • Consumer activations - Planning & Implementation.
  • PR Plan.
  • Help develop Trade Marketing plans with Sales / Trade Marketing (Trade Promotion & Activation).
  • Manage the development of design and pack changes.
  • NPD - Rhythm Chart planning and development of new products in time through the - Stage-Gate- methodology.
  • The management of A&P (Advertising & Promotion) spends.
  • Regular evaluation of the A&P activity.
  • Commissioning, execution, and presentation of findings of market research.
  • Management of a team of Brand Managers.
  • Selection, Evaluation & Management of Best in Class Ad Agencies, Design Agencies, Media Agencies, Activation Agencies & MR Agencies.
  • Skills & Competencies :

  • Knowledge of basic marketing principles and processes
  • Agency Processes : Ad agency, Design Agencies, Media agency, Research agencies, BTL agencies etc. Selection of agencies.
  • Briefing the agencies with well thought of creative briefs, media briefs, research briefs and activation briefs as the case may be.
  • Ability to objectively develop &judge advertisements, designs, media plans, research proposals, discussion guides, questionnaires and BTL proposals.
  • Media Plans : Plan, Innovate, Implement, Control, Evaluate.
  • Consumer & Trade Activation : Plan, Innovate, Implement, Control, Evaluate.
  • Manage the above-mentioned agencies to get the maximum effectiveness.
  • Understand the cost structure for an ad agency, media, research, BTL.
  • Ability to develop strong Consumer Understanding through immersions and formal Market Research :
  • Understanding consumers existing and future needs.
  • Understanding consumers, their attitudes & behavior in general and to the brand and the category.
  • Understand purchase behavior.
  • Finding and analyzing consumer need gaps.
  • Understanding of and ability to implement formal Consumer Research- Qual & Quant.
  • Brand Equity and Varianting Study
  • Ethnographical methods
  • Understanding of how PR works in the market and development & implementation of relevant strategies.
  • Strategic Thinking :

  • Developing a future vision.
  • Conversion of business goals to marketing plans.
  • Conversion of consumer insights into marketing ideas.
  • Brand Equity Development & Management :
  • Developing Brand Lighthouses based on consumer understanding.
  • Ability to rigorously maintain brand identity in all branding activities.
  • Ability to conceptualize & develop the Brand Architecture.
  • Ability to develop a portfolio strategy for the business.
  • Put together the Category Strategy with cross-functional inputs and over a longer horizon.
  • Put together Brand Plans that synthesizes big-picture and detail.
  • Lead development of action plans.
  • Ability to configure well thought of and innovative BTL schemes and activations.
  • Day to Day management of advertising & media, research and BTL.
  • Understands business situation and sees clearly what is to be done and how to do it.
  • Knowledge of the Stage-Gate NPD process - Ability to champion a new product idea through stages and gates.
  • Analytical skills :

  • Identification of opportunities and issues
  • Ability to develop the hypothesis for each issue and come up with alternative ideas.
  • Analysing sales, media, and research data.
  • Use of data to create detailed, fact-based and logical arguments.
  • Present Analysis and Conclusions in a clear, structured manner.
  • Understand Brand Performance from P&L.
  • Ability to understand the brand and market dynamics :
  • Understanding and tracking of brand vs.competition (including strategies, gathering intelligence, activities etc.)
  • Understanding Trade & Trade structure.
  • Walk in Solutions

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