Group Product Manager

Job Description

About the Role Accountability Cluster Major Activities / Tasks Responsibilities I. Plan & Monitor Sales performance for targeted brands/portfolio by designing substantial marketing brand plan to achieve yearly budgets. Monitor daily sales to ensure 100% budget achievement for the targeted brand assigned to BM Regular watch in ORG to increase in M.S for the targeted brand from YOY & QOQ & month on month Meet the marketing challenges at national and regional level by analysing competitor & devising strategy Interact with DTMs and therapy heads on business performance in order to ensure budget achievement II. Review & provide first level approval of Divisional Promotional material to build brands/therapy Ensure high quality medico-marketing promotional material procurement/development Roll out on quarterly basis inline to brand plan by meeting timelines & reducing extra cost of couriers Maintain E:S ratio by constantly keeping tab on spend on the brand with the help of purchase team w.r.t gifts & prints. Increase profitability and suggest ways to increase it further – packaging, in-house production, shifting the production of brands from one factory units to other, cutting the tail of non-promoted products, etc. III. Maintain customer connect & important stakeholders (stockiest, depot) through field work to understand competition, insights, research & KOL engagements, distribution, spot talent Collect feedback on campaign, identify market needs, KBL connect, conduct team sensitization Provide training on therapy & brands on a monthly basis to integrate and execute the strategy from top to bottom Conduct surveys, prepare questionnaire, conduct market research on therapies, brands, activities to upgrade current marketing practises Prepare regular brand communication on high priority brands Ensure team connect with the help of VC, Webcast, one to one connect with field work, provide training at depot for important brands, conduct therapy & marketing initiatives- campaigns etc. Understand the current impact of digital, gaps in digital, bridging gaps, training team on digital platforms Use nalanda platforms for regular therapy/brand training and assessments, create blogs to have people connect for the brands, enable technology to ease training & build knowledge resource. Exploit various digital platforms like Cipla med & other mobile apps for doctor engagement IV. Validate and approve campaigns, concepts, ideas to increase prescription and prescriber base along with secondary sales monitoring for the brands & therapies Prepare quarterly, yearly and monthly mapping of prescriptions & prescribers at the targeted speciality to map the health of brand, therapy & link it with marketing initiatives Interpret the sales trends to take corrective measures & ensure adequate stocks for the brands at depot Send regular field communication w.r.t prescription and prescribers for the brands/therapies/initiatives in order to align team for the common goal V. Conduct reviews to control & monitor divisional performance in order to align team on strategy building & implementation for the year Conduct monthly reviews to evaluate the SWOT of teams, brands, areas of improvement, course of action for the targeted therapy Provide special focus on non- performers and reward performers suitably to encourage competitiveness Review targeted brands in line of conferences, regional participation, national and international initiatives Quantify & review quality of activities linking it with strong ROI for brands VI. Plan for Rewards & recognition, create team development platforms to retain, motivate, achieve budgets Identify the best talents every quarter and reward them suitably to do more Conduct workshops on skill enhancements every quarter Major Challenges Describe the major challenges you face in carrying out the job, and what you do in order to overcome them. Approvals & securing sufficient budgets, TEAM training to augment skills, measuring ROI on marketing activities, identifying/enabling the right technology for accessing needs, market intelligence Overcome by: managing resources very judiciously and spending money on the most wanted segment, exchanging mails to match up ROI on activities, using networks, people (internal panellist) We have retained talents by giving more assignments, additional responsibility beyond brands, like BUDDY, distribution, digital, finance, data analytics, divisional campaigns, conference exposure etc. Key Interactions Who (internal/external) does this position interact with on a regular basis to perform this role? How often and for what purpose? Internal Purchase for new vendor registration, gifting, printing, negotiations (Monthly) MICE to arrange conferences & events need base Finance to align budgets, schemes, profitability (monthly) HR to fill up vacancy, confirmations, base corrections (monthly) R&D to upgrade the products (need base) Distribution, production & planning to understanding inventory, pendency, forecast (monthly) External KOL, KBL, (DR), to understand the market pulse on competition, gauging needs Industry people to get to know on strategies & movements Newer/existing agencies for campaigns, events, concepts, credibility (monthly basis) SMSRC, ORG IMS to understand our performance and market reflection, team training (monthly) Show more Show less