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    Role of Brand Manager

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    cimr33
    The brand manager is responsible for the growth and positioning of a brand in the market. Key responsibilities include improving existing products, launching new products, product costing, distribution channels, planning and monitoring advertising. The brand manager must collect internal information like sales data and external information on competitors and customers. They guide the brand through phases of development, consolidation, and improvement. Market and consumer analysis helps understand opportunities, as does competitive analysis of strengths, weaknesses, and competitor behaviors. The brand is then positioned by identifying unmet needs and points of difference versus competitors.

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    Role of Brand Manager

    Uploaded by

    cimr33
    373 views10 pages
    The brand manager is responsible for the growth and positioning of a brand in the market. Key responsibilities include improving existing products, launching new products, product costing, distribution channels, planning and monitoring advertising. The brand manager must collect internal information like sales data and external information on competitors and customers. They guide the brand through phases of development, consolidation, and improvement. Market and consumer analysis helps understand opportunities, as does competitive analysis of strengths, weaknesses, and competitor behaviors. The brand is then positioned by identifying unmet needs and points of difference versus competitors.

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    The brand manager is responsible for the growth and positioning of a brand in the market. Key responsibilities include improving existing products, launching new products, product costing, distribution channels, planning and monitoring advertising. The brand manager must collect internal information like sales data and external information on competitors and customers. They guide the brand through phases of development, consolidation, and improvement. Market and consumer analysis helps understand opportunities, as does competitive analysis of strengths, weaknesses, and competitor behaviors. The brand is then positioned by identifying unmet needs and points of difference versus competitors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    373 views10 pages

    Role of Brand Manager

    Uploaded by

    cimr33
    The brand manager is responsible for the growth and positioning of a brand in the market. Key responsibilities include improving existing products, launching new products, product costing, distribution channels, planning and monitoring advertising. The brand manager must collect internal information like sales data and external information on competitors and customers. They guide the brand through phases of development, consolidation, and improvement. Market and consumer analysis helps understand opportunities, as does competitive analysis of strengths, weaknesses, and competitor behaviors. The brand is then positioned by identifying unmet needs and points of difference versus competitors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Role of Brand Manager

    Dr. Anil Mishra IMI doctoranil97@rediffmail.com 9425452065

    The Role Manager Role


    The brand manager is responsible for the growth and positioning of the brand on the market. Tasks include the continual improvement of existing products and launching new products. The manager is very influential in the product costing and in defining the distribution channels for getting his brand articles on the market. He is also responsible for planning , coordinating and monitoring of advertising for his brand. He need to collect information regarding internal and external issues. External information includes regarding his competitors, competitors products, customer, market share etc. internal such as brand specific information with regard to delivery of the products, sales revenue, cost advertising etc.

    Brand building phase


    Product development- Idea/ concept Positioning and Launch Brand Development Brand Consolidation Brand improvement

    Market analysis
    How big is the market?
    In volume terms In value terms

    What has been the growth of the market? Over two years? Over five years?
    In volumes terms In value terms

    What are the key segment in the market? Price point segment Geographic segment Ingredient Size segment What are the performance difference across segments? In size In 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 country Geographic differences

    What are the products/services that are substitutes?


    How big are the markets How fast are they growing

    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

    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

    Competitive analysis
    Who are the competitors?
    Major players Niche players Future players

    What are the core competencies of the competitors


    Research and development Marketing Production efficiencies Technical tie-ups Service and distribution Range or product

    What are the strengths, weaknesses, opportunities and threats of competitors? What is the historical data on the competitors behaviors? How regularly is competitive information tracked?

    Competency analysis
    1. 2. 3. 4. 5. 6. 7. What is the company history? What are the financials? What is the core competency of the company? What are the research and development skills? What are the technical tie-ups? What are the people skills? What are the marketing and sales competency?

    Socio-Economic Analysis
    How will GDP growth affect the market? What are the sectorial trends affect the market?
    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?

    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

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