Product Manager - Generic Business - Delhi NCR

KEY RESULT AREAS:

• To handle various brands in the Generic product portfolio
• To achieve market share objectives of the brands
• To enhance prescription base and prescriber base
• To develop marketing plans
• To identify introduce new products to increase sales and profitability
• To formulate trade offers and incentives to achieve budgeted sales
• To monitor product wise contribution and pricing to maximize profits of the division
• To devise timely promotional inputs for field personnel and trade to create awareness
• Fieldwork to gather Information about the market and Competitors
• To maintain A:S ratio for key brands
• KOL development and engagement program within prescribed budget
• Budgeting and allocation of resources.
• Brand review primary, secondary analysis, ORG & CMARC analysis, course correction
• Aligning strategies to divisional business plan for medium and long term
• Identifying and evaluating entry barriers for existing and new products
• Enhancing In-clinic effectiveness
• Customer connect and customer data base
• Training and Development of field force
• Coordinate amongst various CFTs for miscellaneous issues resolution and strategy implementation

Assessment and Planning of Work

• 70% of the work is Individual driven in the field of strategy formulation, input designing, data analysis, timely delivery of inputs at locations.
• 30% of the work is division and field personnel related

Problems/ Key Features

• Procuring necessary primary and secondary data
• Management of Promotion plan within assigned budget
• Implementation of strategies at the level of field
• Comprehending the impact of inputs from the feedback received from the field
• Conceptualizing and designing inputs in mature stage of PLC to get doctors attention
• Ensuring right & adequate communication & thus bring focus & prioritization internally at all levels towards therapy/brand portfolio
• Devising tools & competitive strategies
• Optimization resources to enhance ROI

Interface:External Contacts:

• Manufactures- For production of existing and New products
• Advertising agency for designing and execution of Promo inputs
• Gift vendors for procurement of compliments
• Printers for Co-ordination to ensure quality and timeliness are met with
• Distributors For Sale & Market Feedback

Internal Contacts:

• GMS For Production related issues, New Products, Cost reduction.
• Field For Sales Planning, Market feedback
• Market Research For market data
• Central Purchase for raising gift items and print inputs PRs.
• Legal For Trade mark related queries
• Regulatory for various regulatory issues
• Finance – For Profit Plan working, Budgeting.
• Medical Department for medical query, launch plan and promotion theme approval
• IT for web-related brand activity
• Corporate communications for Press release

Competencies Required:Technical Competencies:

• Ability to set the necessary marketing strategy for creating required push and pull in the market to enhance the presence of the company brand.
• Continuously evaluates sales data and information including competitive brands information and monitors own brand performance versus competition.
• New brand launches based on the overall business focus & strategy
• Knowledge of business and management principles involved in strategic planning, resource allocation, and coordination of people and resources.
• Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
• Knowledge of ethical marketing.
• Knowledge of launching new products, increasing product portfolios.