Reason for Existence (Objective/s): To develop the desired 4Wheeler brand portfolio and image of the brands among the target audience and run a focused and consistent communication program that creates consumer pull and generates sales. To also assist in formulation of the brand architecture and annual brand plans and communications strategies on an ongoing basis. To help generate and deploy Consumer Insights and MR findings as an input into superior brand management practices, with the objective of helping Product groups to meet business goals. Goals: Ensure a powerful, well-coordinated and highly effective launch of the various 4Wheeler Products by working closely with the Product Team and all external service providers/agencies/vendors Participate and be fully involved in all major strategic initiatives for the 4W brands, and all related specific activity. To understand, analyse and evaluate target markets / channels to gain substantial advantage over competition. Providing the Business / Product Group with all relevant customer insights and market information in a timely manner to help formulate marketing, sales and service strategies Infuse fresh and powerful ideas that can power the growth of the 4 W portfolio – both vertically and horizontally. Activities: Assist in conceptual brand planning, on all elements of the marketing mix of the 4Wheeler Brands. The accent on this job would clearly be on innovation and creativity. Assist in developing and implementing specific brand promotions and events based activity for the 4Wheeler business, with a focus on creating, maintaining and enhancing long-term brand equity. Work with the advertising agency for development of market/outlet level activities, major consumer/trade /cross promotions / events, and for designing merchandising activities, where relevant, for the 4Wheeler brands, across all markets. Liaise with Market Research Coordinator to plan, commission, implement and track all relevant research activities and with the AOR Coordinator to optimize all media plans and expenditures on the brand. Assist in the monitoring and control of the A& P budgets on the Brand across media, BTL, events, outdoors and digital media. Maintain an updated database of all industry and competitor information relevant to the brand- both vertical and horizontal. Interact with the sales/ distribution teams across markets and provide Brand guidelines and manuals etc so as to ensure that the teams are aware and fully involved in key / relevant elements of the proposed marketing strategy and in all brand initiatives so that they are motivated to take ownership of the brand in their respective territories. In coordination with the MR Manager, commission / obtain Research reports to help business gain consumer insights and help plan strategies better. Be informed on developments on the digital and CRM fronts so as to interact and work with key resources heading these work streams and get the maximum mileage for the 2W brand portfolio across these areas. Interact with the vendors for development and supply of POP materials, promotional materials, etc. interfacing with the commercial department wherever relevant for the brand. Review of campaign effectiveness and learning’s from campaign result after each campaign to monitor deliveries and marketing ROIs Skills: Brand Management and Marketing communications Media Planning BTL Planning and execution Market Research and customer insight techniques Outdoor and events promotion Digital and SM Marketing Required Qualification/ Work experience 10 + years of work experience with a leading Automobile, Oil/ Lubes, consumer durable, Batteries or FMCG companies Graduate/ Engineer from a reputed institution with post graduate diploma or degree in business management from a leading business school preferred. Travel: Should be ready to travel pan India as required.
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