role of brand manager
TRANSCRIPT
-
8/4/2019 Role of Brand Manager
1/10
Role of Brand Manager
Dr. Anil MishraIMI
mailto:[email protected]:[email protected] -
8/4/2019 Role of Brand Manager
2/10
The Role Manager Role
The brand manager is responsible for the growth andpositioning of the brand on the market.
Tasks include the continual improvement of existingproducts and launching new products.
The manager is very influential in the product costingand in defining the distribution channels for getting hisbrand articles on the market.
He is also responsible for planning , coordinating andmonitoring of advertising for his brand.
He need to collect information regarding internal andexternal issues. External information includes regardinghis competitors, competitors products, customer, marketshare etc. internal such as brand specific informationwith regard to delivery of the products, sales revenue,cost advertising etc.
-
8/4/2019 Role of Brand Manager
3/10
Brand building phase
Product development- Idea/ concept
Positioning and Launch
Brand Development Brand Consolidation
Brand improvement
-
8/4/2019 Role of Brand Manager
4/10
Market analysisHow big is the market?In volume terms
In value termsWhat has been the growth of the market? Over two years? Over five
years?In volumes termsIn value terms
What are the key segment in the market?
Price point segmentGeographic segmentIngredient Size segmentWhat are the performance difference across segments?In sizeIn terms of growth
What are the key brands in the defined market?Performance of key brands
What is the seasonality of the market?Across the countryGeographic differences
What are the products/services that are substitutes?How big are the marketsHow fast are they growing
-
8/4/2019 Role of Brand Manager
5/10
Consumer Analysis
How big are the consumer numbers?By socio economic class
By urban/rural
By town
By region
What is the frequency of buying and usage?Across all users
What is the buyer behavior process?Key influences
Intermediaries in decision making
How does the consumer use the product?Knowledge
Self-others
-
8/4/2019 Role of Brand Manager
6/10
What are the key reasons behind the purchase?Need full filled
Brands/ attributes
What are the external factors influencing purchase?Word of mouth
Advertising
Dealers
Other influences
What are the internal factors influencing purchase?Socio- economic
Psychology
Family
Culture
-
8/4/2019 Role of Brand Manager
7/10
Competitive analysis
Who are the competitors?Major players
Niche players
Future players
What are the core competencies of the competitors
Research and developmentMarketing
Production efficiencies
Technical tie-ups
Service and distribution
Range or product
What are the strengths, weaknesses, opportunities and threats ofcompetitors?
What is the historical data on the competitors behaviors?
How regularly is competitive information tracked?
-
8/4/2019 Role of Brand Manager
8/10
Competency analysis
1. What is the company history?
2. What are the financials?
3. What is the core competency of the company?
4. What are the research and development skills?
5. What are the technical tie-ups?
6. What are the people skills?
7. What are the marketing and salescompetency?
-
8/4/2019 Role of Brand Manager
9/10
Socio-Economic Analysis
How will GDP growth affect the market?
What are the sectorial trends affect themarket?
Agriculture/ industry/ service
How will education trend affect the market?
How will family structure changes affect the
market?How will changing role of women affect the
market?
-
8/4/2019 Role of Brand Manager
10/10
Brand Positioning
What are the gaps that exist in the market?Figure out unmet needs
What are the points of parity in the category?What are the benefits offered by all brands
What are the benefits that need to be offered in order to compete What are the Points of difference in the
category?What are the POD of the leading brands
What are the Positioning typologies that could be
considered?Ingredient, Benefits, Usage, features, user, price, value,
tradition, competitiveness, technology, design, country