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Purpose
- To define brand strategy and architecture, analyze market/ customer trends and competition, provide inputs into developing new products within the limits of category business plan with the objective of enhancing brand market share, sales volume and profitability. End-to-end responsibility for the brand.
Areas of Responsibility
Brand Planning:
- Prepare brand architecture (target markets/ group, products, launch and phase out support);
- Conduct competition analysis for market practices in supporting brand (promotions/ activations);
- Plan for brand initiatives based on growth prospects and gaps in current portfolio;
- Share plan with Media/ MR team and seek inputs on related activities/ cost/ calendar;
- Conduct overall analysis on marketing spends for the brand in order to ensure achievement of brand market share and health index.
Brand Communication, Development and Execution:
- Provide briefs to agency based on brand architecture (consumer/ product attributes, differentiation, competition etc.);
- Review concept/ routes options prepared by agency; Coordinate for research of identified route options;
- Analyze feedback and shortlist route; Review scripts prepared by agency; Conduct script/ animations research; Analyse feedback;
- Select production house for ad creation; Participate in pre-production meetings to provide insights; Monitor and review ad production;
- Monitor effectiveness of brand communicate post deployment in order to ensure effective brand awareness and recall.
Portfolio Planning:
- Conduct industry analysis on products, competition players, growth segments, emerging segments etc.;
- Identify gaps and white spaces in current portfolio;
- Plan for introduction of new products in portfolio/ initiatives for products in current portfolio in order to ensure portfolio meets the requirements of market/customers.
Packaging Development:
- Prepare packaging brief with inputs on target group, market, competition, differentiation etc. to develop superior packaging structures in design.
- Pack test with consumers on likability and purchase intent. Projects to adhere to benchmark costs.
Trade Promotion:
- Coordination with trade promotion & Sales vertical for brand schemes.
Brand Plan Review:
- Monitor and review progress of brand against defined plan (using Research Agency data, Brand track etc.);
- Analyze competition performance; Discuss findings with HO and identify actions/ initiatives for market, manufacturing and product development in order to ensure performance of brand as per plan.
Consumer Promotion:
- Monitor and review implementation in order to create effective pull for products by the consumer in the market.
Market Research Conceptualization, Execution & Findings Implementation:
- Analyse data and identify key trends/ correlations from the MR report prepared by agency; Identify key action points and share with relevant functions (PD/ Packaging etc.);
- Share findings with marketing head and finalize initiatives to be taken up for alignment of initiatives with consumer/ market requirements.
Media Implementation:
- Discuss brief with media team/ agency and explain script; In cases interact with media partners and review media innovation if any;
- Evaluate initiatives with Media Team performance and identify reason for success/ failure in order to ensure effective brand awareness and recall.
New Product/ Product Extension Planning, Development and Launch:
- Gather input on new product from usage and attribute study for the category/ products;
- Identify new product positioning/ story and directional product/ emotional attributes;
- Prepare and provide new product brief (market size, competition, flavors, grammages, differentiation etc.) to PD;
- Test prototype samples and provide inputs to PD team during development phase; Coordinate for CPT with MR/ PD team; Analyze CPT results;
- Evaluate financials and discuss with PD/ Manufacturing in case of issues;
- Present product for approval to HOD & Leadership; In Order to ensure successful launch of new product/ extensions in the market.
Operating Network:
- External: Creative agency; Packaging agency; Activation agency; Media agency; Research agency
- Internal: Marketing, Manufacturing, Finance, Procurement, Research, Product Development, Quality, R&D, Legal, TM, Sales & Logistics team
Education & Relevant Experience
- MBA in Marketing from Tier I Top Management Institute with experience in FMCG business. Experience in Brand Management / Category management is must.
- Knowledge and Business Understanding-
- Experience in Food & Beverage - Consumer Brands is a plus.
- Experience in Sales, managing agencies is a plus.
- Fluency in native languages is a plus. (Hausa, Yoruba, Igbo…)
- Strong Experience in Brand Management (product, price, promotion, placement) managing a brand and showing demonstrated success growing the brand, market share, equity.
- Knowledge of statutory compliance related to the category products (legal declarations/ implications);
- Basic knowledge of category/ product specific manufacturing process and technology;
- Basic knowledge of finance (overhead/ revenue apportionment, budgeting, product pricing etc.),
Method of Application
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