Integrated communication strategy for enhancing Brandnd equity and Brandnd preference.
Efficient media management and planning for optimum utilization of resources.
Manage and coordinate all marketing, advertising and promotional staff and activities.
Understanding of product positioning and Brandnd management backed with strong understanding of Brandnd communication using integrated communication tools.
Formulating business plans for overall development and accomplishment of top and bottom-line profitability.
Develop Brandnd?s/s positioning strategy in line with the Brandnd objectives.
Ensure that the entire Brandnd building strategies/exercise is implemented in all the stores and in all the territories.
Liaison with Media Groups to develop appropriate theme communication methodology in line with Brandnd objectives.
Work with the Brandnd principal and internal stake holders, to both educate about the market and the Brandnd, to help achieving the objective of building the Brandnd.
Put strategies and action plans to build and fix database, and be the custodian for implementation.
& Events:
Recommend Brandnd/store promotions in consultation with Brandnd custodians.
Ensure that all communication material required for the promotions is developed / designed and sent to the territories within the time frame specified, and with the required approvals, allowing adequate time in case changes to be adopted.
Recommend events specific to Brandnd / product category / season.
Forecast along with Brandnd custodians the increase in footfall sales during the promotions; hence come up with an ROI.
In-store / Out Door Media Planning
Ensure that the entire out-door media facilities are at the prime locations to attract customers (bill boards/ hoardings).
Ensure time frame and seasonality peaks are met.
Get preferential rates based on group?s economy of scale and tactical negotiations.
Ensure that the outdoor media communication is replaced regularly with images and captions.
Co-coordinate with the territories and the Brandnd principles as necessary on the media advertising.
Ensure consistency in the Brandnd image.
Provide innovative solutions and proposals for new POS materials for stores/Brandnd.
Budgeting & Planning:
Prepare the annual marketing budget for the Brandnd in consultation with the management team and allocate resources to territories / Brandnds with the break up in terms of season, campaign, media etc.
Prepare annual marketing calendar and Product specification catalogs.
Review the budgets and make recommendations to the management as deemed necessary.
Report on the utilization of the Budgets periodically.
Ensure budget is effectively and efficiently utilized.
Media Groups Management:
Plan and coordinate with Corporate Marketing on media buying.
Track advertising maintained with the Media Groups / Agencies.
Review the effectiveness of advertisement promos and take corrective actions.
Set agency deliverables with respect to the Brandnd?s communication strategy.
Responsible for all approvals on the Brandnd and marketing in coordination with Brandnd and management.
Ensure utilize internal manpower to achieve quality output.
Market Research:
Conduct periodic market research to study the customer profile / preferences and buying patterns, in coordination with Corporate Marketing.
Conduct market research to study the effectiveness of the media campaign and with respect to the money spent.
Set goals and parameters for the Marketing Research, ensuring a meaningful output that can be utilized to develop plans and strategies.
