Group Product Manager

Job Description

Position Title : Group Product Manager - VistaraRole Band : Indigo - 2Reporting To : Head Strategy & Marketing, Rural Location : AmeerpetPurpose:Vistara launched in April 2020 with an objective to increase the availability of affordable medicines in underpenetrated Rural India. Vistara in phase-1 is operational in 10 states and going to expand in 15 states in Phase-2 from April 2021. Vistara offers 8 power brands (Nise, Omez, Omez DSR, Ketorol DT, Atarax, Cetzine, Brozedex and Zedex) to rural market. The core of Vistara is focus on Demand generation thru continuous engagement with HCPs and Chemists by customized activities and content as per rural need. Role of Vistara GPM is to drive market leading growth of our iconic Power brands in Tier II and below towns as part of Life Cycle Management. Key Responsibilities:

• Developing Annual Marketing Plan, developing Annual Promotogram and allocating Promo Budget
  • Generate market insights on Demand generation activity mix, Channel schemes and Field team development needs
  • Preparing Annual marketing plan by incorporating market insights and optimizing demand generation activity mix
  • Preparation of Annual Promotogram and scheduling brand wise activities, inputs and samples on monthly level
  • Preparing Annual promo budget plan, Optimizing Promo spend to drive better ROI and Allocating brand wise budget and as needed for Trade marketing
  • Customized and innovative interventions in the program to make it interesting for the chemists and sales teams.
• Developing marketing communication, sharing materials with field and training for effective delivery
  • Generate brand insights from Rural markets that could lead to superior communication and promotional activities.
  • Prepare Brand Wise Visual Aids and LBLs in collaboration with respective GPMs/ PMs
  • Periodic MIS and circulars about brand s achievement, market trends etc to keep the field sales team abreast of the current information and motivate them
  • Analyzing effectiveness of Marketing communication and upgrading content accordingly
  • Plan & conduct Cycle meets / briefing sessions on brand communication/ inputs.
  • Monthly field work for feedback & reinforce brand communication.
• Driving Execution excellence, Trade Marketing and Commercials
  • Plan for monthly inputs as per annual promotogram and Coordinate with product managers and vendors for inputs/samples for Vistara
  • Coordinate with selected vendor on agreed time, quality and quantity supply of inputs.
  • Getting all necessary LMRC approvals from Medical, Legal and Compliance teams
  • Allocate inputs to field team as needed and ensure timely dispatch by coordinating with all relevant stakeholders (vendor, business, supply chain, finance and Quanta teams)
  • Continuous monitoring of the planned activities, analyzing Return on Investment and reorganization of promoted initiatives to improve cost without affecting top line.
  • Planning and execution of trade commercial and loyalty schemes and coordinating with respective brand managers for Brand BTL schemes
• Driving Digital excellence
  • Plan for Annual Digital Engagement Drive with HCPs and Chemists
  • Driving monthly webinars in coordination with respective brand team
  • Driving customer engagement and CRM programs thru active usage of Whatsapp & SMS
• Driving Impact from analyses and Problem solving
  • Analyze relevant outside in data and drive improvement jump in ranking, growth more than market)
  • Segmenting HCPs and Chemists on DPM and driving excellence thru customizing segments wise activities and inputs/samples
  • Analyzing RCPA/Schemes Performance/Activities Performance and making improvement plans for RSEs
  • Competitive benchmarking and key activities tracking
  • Energizing meetings: Prepare for senior management reviews / discussions with compelling narratives and driving influence on desired outcomes.

Education & Experience:

• Post-graduate with MBA
• 6+ years of Relevant Product Management Experience in Pharmaceutical Rx Domain.

Operating Network:Internal: Cluster Heads, Commercial Heads, Head- sales, Head Marketing / GTMs, GPMs of relevant brands, Finance, SCM, Field External: Vendors/ConsultantsTechnical Requirements:

• Understanding of Pharma marketing, product trends across the industry, markets.
• Understanding of channel in Pharma Generics business. Factors that play a role in influencing purchase of a chemist

Key Personal Attributes:

• High Energy and Drive
• Must be collaborative in approach and a team player
• Good understanding of Marketing basics and experience in handling brands
• Good verbal and written communication skills
• Good networking & influencing abilities

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Keyskills :
market researchreturn on investmentfield worksupply chainbudgetingvisual aidsmarketingsalesproduct managementtier iifield saleslife cyclebranding identity marketing