To increase the sales by delivering brand & category growth through in-store visibility levers with the appropriate merchandising and promotion approach
Key Duties and Responsibilities/Missions
- Gather, analyze and summarize the information relating to the market to properly assess theperformances: competitors, trends and activities.Develop an understanding of market.
- In coordination with the Marketing team, he/she liaise with agencies, produce in – house promotional materials and publications, prepare press releases, organizing promotional activities.
- Formulate and implement trade/marketing strategies. Execute trade and promotional activities. Manage the budgets.
- Identify, recommend and optimize the right promotional levers to be used for our categories taking into consideration the marketing strategies of our brands & the customer promotional policies while screening permanently all types of promo managed by retailers and measuring his impact in understanding retailer promotional strategies
- Analyze each carried out promotional campaigns (business object data, panels, ad hoc research, sales forces data….), analyze promotional trends and competitor activities and analyze the market performances on promo skus and their impacts on non promo skus at channel/store format/retailers level for all SKU and placements
- Identify and recommend merchandising approach, actions and objectives for categories (shelving size and organization, quantitative and qualitative positioning of brands in the shelves, visibility tools, etc) with consideration of our marketing strategy & customers merchandising policies and set guidelines for perfect in-store implementation
- Based on merchandising studies & analysis recommend and contribute to the implementation of instore actions and carrying out plans in developing instore visibility tools; value and optimize returns on investment (new product displays, spotters, shelf dressing etc.), taking to account P&L.
- Analyze the merchandising activity : create ad hoc tools & draw up recurrent diagnostic reports (score cards) in order to measure the efficiency / ROI and correct them ifnecessary in order to optimise our merchandising strategy
- Taking care of all marketing activities and corporate communications across Pan India .I.e. Both Btl and Atl activities. It includes both planning and execution.
- Retail Branding-Execution of branding in Dealer points. Also Looking after visual merchandising of the respective dealer points in terms of planogram setting.
- Working with the design team for developing marketing collaterals.
- Planning and execution of launches across India.
- Tracking brand health.
- Developing marketing strategies to build consumer preferences and drive volumes.
- POS designing and also planning of deployment and marketing collaterals across key stores all throughout India
- Handling vendors and marketing agencies for both retail branding and advertising.
- Working with agencies like Media mantra for PR.
- Conducting Events-brand awareness campaign through college sponsorships, exhibitions and expo
- Working with cross functional teams for smooth functioning of operational work.
- Effectively utilize our assets, Visi cooler, DF, Chest cooler etc and manage the assets
- Sales tracking, analyzing and reporting
Technical Skills
1. Market and business expertise:
- Capability to analyze facts, figures and trends on market environment (competitors, customers, category, environment) and business indicators in order to identify key drivers, to assess business performances and to make recommendation on strategy
2. Promotion Management
- Capability to recommend & to set up efficient promotion aligned with trade and sales in order to lead the consumer preference and improve sales, to monitor their efficiency on sales. Manage efficient relationship with trade and agencies (non applicable on Private label and BtoB Marketing)
3. Merchandising Management -Capability to drive on shelf excellence to enable assortment & shelving strategies developing total category performance. To develop instore visibility of our products & ensure the right execution of brand strategy at store. Translate shopper insights into in store merchandising guidance & store level implementation plans in order to deliver brand & category growth
4. Category Management (4P) -Ability to collect and analyse trends on shopper and consumer data and markets in order to identify the growth drivers on 4p’s and to propose suitable business plans in accordance with global brand strategy
Transversal Skills
1. Analytical Thinking (TRANSV1)
Analyse rigorously data and situations, to identify and analyse causes/effects and to select only appropriate information use to make effective decisions
1. Budget Planning & Forecasting (TRANSV2)
Establish an effective budget management, by applying best practices and based on financial experience.
2. Project Management (TRANSV15)
Capacity to share knowledge, skills and techniques to execute projects effectively and efficiently. Ability to lead a cross-functional team through a defined methodology using well-defined tools to reach the objective on time, on budget and on target
Job Specifications
- Experience and Knowledge in marketing/merchandising / promotion / category management
- Experience of the distribution – Distribution channels.
- Experience in Food industry/business
- Operational role – Smart and business developer person.
- New role, part of a small Marketing team.
- Will participate to the design the Trade Marketing policy of the company.
- Will establish the credibility of Prabhat on the Market.
- Corporate role; will have to build strong and efficient links with the Sales Forces all around the company.
- Integration of Lactalis Group, a major worldwide player in the dairy sector.
- Prabhat asset management
- Sales tracking, reporting and ananlysing data
Perks and Benefits
Travelling Allowance/ Daily allowance ,mobile ,Medical & others all benefits