Product Mgr Premium Putty

Key Result Areas

Supporting Actions

P&L Management

• Drive volume & revenue growth for premium putty.
• Manage cost and higher contribution than regular putty.
• Prepare, monitor, and utilize marketing budget as per the needs of the business.

Product Strategy & New Product Development

• Formulate product strategy aligning with business strategy.
• Design & detail product roadmap for short as well as long term.
• Based on research, develop new products with R&D, design product packaging with agencies, test the products, define consumers, communication and prepare GTM plan.
• Build partnerships with potential media affiliates and design the media strategy for the product.
• Prepare marketing strategy trade scheme led, communication led, marketing and communication plans for the assigned product.

Brand Management

• Develop annual brand plans in partnership with the sales teams. Implement the arrived plans to achieve the market share and profitability objectives.
• Coordinate with the legal team (Corporate Legal Cell of the group) and of Unit & UltraTech for Trademark /Copyright Registration

Market Research & Consumer Analysis

• Build strong relationships with the channel partners, influencers (painters/contractors), and customers to gather important consumer insights related to products.
• Conduct research with all stakeholders using all available research tools in-depth interviews on market visits, telephonic and online surveys to gather insights.
• Perform periodic product and market reviews to identify gaps and areas of opportunity for the product.

Media and Advertisement Execution

• Drive BTL engagement and activation plans with retailers and painters to create strong connect with channels.
• Execute brand visibility with agencies on wall paintings, outdoor media (billboards, bus/train panels, etc. ), various collaterals, leaflets, brochure communication & creation of films/AV of the products, if any
• Activate brand presence on various social media platforms and generate high level of engagement.
• Ensure timely development of content and write-ups for internal as well as external communication. Interact with the technical (CASC) team for technical literature, product detailers, etc. , where required.
• Coordinate with multiple external agencies to develop creatives (both static & video, regional languages) for sales team, channel partners, painters/contractors, and customers.
• Ensure availability of adequate dockets/branding material for touch and feel of end customers at retail counters.
• Implement programs & events/exhibitions for long term brand building with influencers (architects, designers & engineers)
• Liaison with the Marcomm team and creative agency to ensure implementation of ATL activities.

Customer Centricity

• Conduct trainings programs for product knowledge and correct application procedure. Monitor product application post sales and ensure that application is done as per company prescribed procedure.
• Meet the customers post application to capture feedback, share it internally and improve processes if required. Resolve any customer complaint in timely manner.
• Drive product advocacy with painters testimonials, positive experiences of customers with product and brand.
• Create a positive customer experience post sale, targeting word of mouth publicity of product.

Lead Generation /Sales

• Conduct sales team training & recognition programs, provide sales team with supporting documents like sales pitch, best market practices for the products.
• Develop & launch Influencer Engagement Programs (contractors, architects, and interior designers) across major cities PAN-INDIA.
• Engage influencers covered in the program to create an expert and loyal group in all these cities. Fine tune the program as & when required.