Product Manager Luxury Wood Finishes

Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD

Business

Birla Opus

Unit

Paints – HO

Location

Mumbai

Poornata Position Number of the job

Reports to: Poornata Position Number

Poornata Position Title of the job

Product Manager

Reports to: Poornata Position Title

Group Product Manager

Function

Marketing

Reports to: Function

Department

Marketing

Reports to: Department

Designation of the Employee

Manager/Senior Manager

Designation of the Manager

Assistant General Manager/Deputy General Manager

Date of writing/updation of JD

25.4.2022

• Job Purpose: Write the purpose for which the job exists (in 2-3 lines)
  
  

To contribute to the brand growth, market share and profitability by translating the product development and

product-brand Strategy into action.

• Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.
  
  

Business Workforce Number

Unit Workforce Number

Function Workforce Number

Department Workforce Number

Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter

• Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section
  
  

Indian decorative paints market is $7.5 billion industry and growing in double digits. It’s a growing industry driven

by the shortening of painting cycle, increased housing demand, premiumization demanded by consumers and the

infrastructure push by the government. At Birla Opus, we are building a new age and a differentiated paints

company to earn a significant market share going forward. This role is an opportunity to create a cutting edge sales

programme that is market leading and actively contributes in the endeavour to be the new benchmark of sales and

marketing in the industry.

The role of this person is to build the product strategy and ensure the effective product launch in the market.

• Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)
  
  

Key Result Areas

Supporting Actions

Achieve all the target numbers for the product

• Achieve the targeted numbers for the product
  
  

one is responsible for.

• Attain the numbers for select set of products /
  
  

new products / focus products by adequate

support to the sales team.

• Track, measure and attain set goals on market
  
  

share for both volume and revenue for the

product.

• Refer to competitors ’ analysis to aid
  
  

achievement of all the target numbers for the

product.

• Provide inputs for own product to enhance the
  
  

product by tracking and analysing feedback from

the market.

Front end the execution of the new product

development initiatives to ensure continued value

enhancement of the product

• Partner with Group Product Manager to provide
  
  

inputs on new variations or ranges for the

product.

• Perform periodic product and market reviews to
  
  

identify gaps and areas of opportunity for the

product.

• Liaison with Group Product Manager to
  
  

brainstorm new product variation ideas for the

product.

• Follow up and coordinate product testing of new
  
  

products/ranges in partnership with the R&D

team.

• Execute the GTM plan for the new products for the product.
  
  

Conduct the BTL communication for the product

• Coordinate the on-ground promotion initiatives
  
  

for the product.

• Implement on-ground promotion activities
  
  

through BTL in partnership with creative agencies.

• Coordinate and follow up with the Brand team to ensure implementation of ATL activities.
  
  

Execute Marketing activities and initiatives for the

product

• Refer market requirements to provide inputs for
  
  

development of collaterals and POS elements to

help promote the product.

• Coordinate with various marketing vendors and
  
  

agencies to ensure smooth and timely execution

of the collaterals.

• Refer regional priorities and opportunities to
  
  

suggest comprehensive marketing initiatives to achieve identified objectives.

Fulfill the demand of the product

Coordinate with the sales and supply chain

teams to ensure adequate and regular supply of products across markets.

• Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)
• Relationships: Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives
  
  

Relationship Type Frequency Nature

Internal

Product Category Head

Weekly

Update the Product Category Head on marketing

plan progress for the product category

Peer Managers

Weekly

Collaborating and exchanging information

External

Marketing vendors

As and when required

To plan and check status of promotion activities

Marketing agencies

As and when required

To plan and check status of promotion activities

• Organizational Relationships: Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.
  
  

SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.

Job Holder

Reports to – Manager

Name

Signature (needed for the hard copy)