Job Description

Brand Manager - Food Category - IIM/FMS/MDI/XLRI

Purpose:
To define overall brand strategy, business & marketing plans, innovation architecture for the brand. Deliver the yearly business, analyse market/ customer trends and competition, create gap fill plans, provide inputs into developing plans for extensions into new categories and channels with the objective of enhancing brand market share, sales volume and profitability. End-to-end responsibility for the brand extensions in adjacent categories.

Areas of Responsibility:

1. Business Planning & Delivery:

- Design & execute the overall business plan to meet aligned yearly objectives. Works with multifunctional team to ensure day to day business delivery.

- Analayze the business data to understand what is working, what is not and create gap fill plans to cover gaps if any. Strengthen and amplify what\'s working to accelerate growth on the brand.

2. New Product/ Product Extension Planning, Development and Launch:

- Gather input on new product from usage and attribute study for the category/ products; Identify new product positioning/ story and directional product/ emotional attributes;

- Prepare and provide new product brief (market size, competition, flavors, gram ages, differentiation etc.) to PD;

- Test prototype samples and provide inputs to PD team during development phase;

- Coordinate for CPT with MR/ PD team; Analyse CPT results;

- Evaluate financials and discuss with PD/ Manufacturing in case of issues;

- Present product for approval to DMC/ CMC IN ORDER TO ensure successful launch of new product/ extensions in the market.

3. Packaging Development:

- Prepare packaging brief with inputs on target group, market, competition, differentiation etc. to develop superior packaging structures in design.

- Pack test with consumers on likability and purchase intent. Projects to adhere to benchmark costs.

4. Market Research Conceptualization, Execution & Findings Implementation:

- Analyse data and identify key trends/ correlations from the MR report prepared by agency;

- Identify key action points and share with relevant functions (PD/ Packaging etc.);

- Share findings with marketing head and finalize initiatives to be taken up for alignment of initiatives with consumer/ market requirements.

5. Brand Planning:

- Prepare brand architecture (mother brand, sub-brand) for all new extensions;

- Conduct competition analysis for market practices in supporting brand (promotions/ activations);

- Plan for brand initiatives based on growth prospects and gaps in current portfolio;

- Share plan with Media/ MR team and seek inputs on related activities/ cost/ calendar;

- Conduct overall analysis on marketing spends for the brand in order to ensure achievement of brand market share and health index.

6. Brand Communication, Development and Execution:

- Provide briefs to agency based on brand architecture (consumer/ product attributes, differentiation, competition etc.);

- Review concept/ routes options prepared by agency;

- Coordinate for research of identified route options;

- Analyse feedback and shortlist route; Review scripts prepared by agency;

- Conduct script/ animations research;

- Analyse feedback;

- Select production house for ad creation;

- Participate in pre-production meetings to provide insights;

- Monitor and review ad production;

- Monitor effectiveness of brand communicate post deployment in order to ensure effective brand awareness and recall.

7. Trade Promotion:

- Coordination with trade promotion vertical for brand schemes.

8. Brand Plan Review:

- Monitor and review progress of brand against defined plan (using Research Agency data, Brand track etc.);

- Analyse competition performance;

- Discuss findings with TM&D sales and identify actions/ initiatives for market, manufacturing and product development in order to ensure performance of brand as per plan.

9. Consumer Promotion:

Monitor and review implementation in order to create effective pull for products by the consumer in the market.

10. Media Implementation:

- Discuss brief with media team/ agency and explain script; In cases interact with media partners and review media innovation if any;

- Evaluate initiatives with Media Team performance and identify reason for success/ failure in order to ensure effective brand awareness and recall.

Education & Relevant Experience:

- MBA in marketing from TopTier Management Institute with 5-6 years of experience in FMCG business. Experience in Brand Management is must.

Knowledge and Business Understanding:

- Strong Experience in Brand Management for FOOD Brand (product, price, promotion, placement) managing a brand and showing demonstrated success growing the brand, market share, equity.

- Knowledge of statutory compliance related to the category products (legal declarations/ implications);

- Basic knowledge of category/ product specific manufacturing process and technology;

- Basic Knowledge of logistics (load ability, supply network, time in transit, minimum load, freight cost etc.

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