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