Job Purpose
Product Manager (PM) is responsible for implementing solutions in the form of products and product features, to address customer needs and pain points. The PM is responsible for creating user stories for describing solutions, for executing User Acceptance testing and also oversees the planning, development and implementation of the product.
Job Context & Major Challenges
UltraTech Cement is the largest Cement manufacturer in the country, with pan India presence and individual market leadership as well. The brand represents expert offerings in its products. The product offerings of UltraTech include grey cement sub-brands under the umbrella brand name, building products, ready mix concrete and construction based retail stores under the brand name UltraTech Building Solutions. So far, the offerings of UltraTech Cement have been cement or construction based.The next step in the strategic journey for UltraTech is to upgrade from a material provider to a solutions provider and become future-ready in terms of going digital and achieving scale via continuous innovation. In line with this direction, UltraTech Cement is set to launch multiple digital offerings for meeting the following objectives –
- Acquire Home Builders as soon as they start thinking about building a home to maximize Customer Lifetime Value by providing them with end-to-end solutions throughout their home building journey
- Create a stronger association with Influencers / service providers by providing them with a compelling value proposition to increase their business
- Grow UltraTech’s brand recall and overall trade volumes with accurate conversion attributions to enable strategic decision making for sustained growth
- Multiply the impact of Technical Services team by enabling them to operate at scale via various digital initiatives
- Grow other UltraTech businesses such as UBS, BW, BPD, RMC significantly via business transformation
The major challenges to achieve the above objectives would be -
Internal Challenges
- UltraTech Cement, as an organization, has disparate solutions in place across different teams to cater to similar problems and personas, so it is very important to rationalize these solutions strategically to achieve scale and homogeneity and create a unified vision and strategy for all the products that address customer unmet needs
- Alignment and education of employees to accept digital as the way of conducting business
External Challenges
- Utec will be utilising UltraTech resources like employees, channel partners and trade partners. These are long standing connections who will need to be converted to the Utec way of reaching an IHB when he/she starts thinking of building a home.
- As a part of the home building process, an IHB seldom considers using an App to start building his/her home. This is traditionally a category that needs physical presence. Hence, realigning mindsets and convincing customers to adopt Utec as the solution and service/material provider for their home building process will be a critical business requirement.
- Service providers and material providers in the home building industry today are largely quite unorganized and prefer offline means of servicing their customers. Convincing them to adopt Utec as a platform for service/material fulfilment will be a key challenge.
- On similar lines, dealers and suppliers are also used to offline methods for their B2B ordering / fulfilment such as scribbling orders on a piece of paper or placing an order on a phone call. To upgrade them so that they start conducting business in a digital environment will also be an uphill challenge.
- In this VUCA (Volatile, Uncertain, Complex, Ambiguous) environment, it is important to identify the right strategic partnerships which will complement our existing suite of digital products and create synergy to outplay competition and provide an excellent customer experience.
The Product Management function is inherently designed to tackle these challenges and is primarily responsible for creating the product vision, strategy, and providing direction for development, implementation and adoption of products to maximize customer experience and business growth.
Key Result Areas
KRA (Accountabilities) (Max 1325 Characters)
Supporting Actions (Max 1325 Characters)
KRA1 User Interaction Interact with end users for -
- Pain point identification
- Solution feedback
- Feature Usage feedback after production deployment
KRA2 Solutioning 1) Maintain your product backlog and prioritize product backlog items via discussion with relevant stakeholders
- Create job stories, user journeys, UI/UX design and user stories with Acceptance Criteria
KRA3 On-time and excellent quality delivery 1) Work closely with Dev team to ensure on-time and excellent quality delivery
- Create UAT cases and execute UAT effectively
KRA4 Success Metrics 1) Create metrics and KPIs for product modules to measure success, in agreement with relevant stakeholders
- Measure metrics and KPIs as per agreed frequency and achieve the targets set
KRA5 Collaboration Collaboration with other teams (Marketing, Category, Zonal Ops, Operations, other external teams)
KRA6 Learn, Coach & Improve 1) Learn new concepts / new business models / new processes / new product features and present in the Open Innovation forum
- Identify and fill product gaps and generate new ideas that grow market share / improve customer experience / drive growth
