Product Manager – Cattle/Poultry
Major Purpose of the Job:
The jobholder shall be responsible for preparation of marketing mix, design and implementation of successful marketing strategies, scanning of market for identification & expansion into various therapies, identification of potential candidates whilst maximizing current portfolio in various stages through appropriate line extensions. The jobholder will support the business head in achieving the budgeted targets and market shares by sustaining high volume brands, developing a strong portfolio of second line brands ensuring higher evolution indices and profitability.
Principal TASKS & Responsibilities: (Please write all the major jobs that the employee is required to carry out )
Ensuring that the brand gets the highest visibility among the competitors through marketing activity.
Scanning the competitor landscape/ environment to identify opportunities for new product launches & line extensions
Understand the evolution of the market in the medium and long term
Making visual aid and cycle wise and promotional inputs as per brand requirement
Providing training to the field staff on a periodic basis
Understand the competitor landscape through research data at a macro level and through observation during market visits at a micro level Development of Brand Development Strategy
Preparation of marketing mix. Development of Brand positioning/ Product differentiation techniques. Managing Brand life cycle
Usage of analytical tools to identify problems and make decisions
Development of Promotional inputs
Goal Setting & Action plans including setting timelines, milestones, monitoring mechanisms etc
Development/ Usage of communication strategy & tools
Explore/ Identify potential market segments & new frontiers
Liaison with production & supply chain department to ensure availability of stocks as per billing plans
Interaction & Negotiation with customers directly through customer visits
Training of sales force for implementation of promotional strategy, USPs etc
Review on effectiveness of strategies, tools etc
Feedback from internal customers (employees, line managers etc.)
Interaction with colleagues (phone calls, personal interaction, meetings etc)
Travel to locations to oversee implementation of marketing programs
Key customer Development (CRM activities)
Monitoring of Marketing Information System:
Market Size, Growth, Trends for products, therapies
Dr Calls, KoL Meeting, Promo tools utilizations, Feedback
Competition and market pricing, scheme, market share
RoI from Marketing Promotion Activities
Co-ordination with Supply Chain through Products Availability, Sample allocation,
Complained Products samples replacement. Co-ordination with Purchase of promo-tools from vendors, Communicate specification of items and better cost.
Products Query Handling though Timely Replies and feedback to team, customers queries, Co-ordinate with consultants.
Product Complaint Handling by Collecting PCR from Sales Team, Co-ordinate between CQA/Sales Team and Ensure timely Replies to them.
Cycle Meeting for Marketing Plans presentation to sales team for next cycle and New Launches, Campaigns, New Visual Aids, Promo-tools.