Job Description

:
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
1) 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.
2) 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
3) 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.
4) 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.
5) Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)
6) 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
7) 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)

Skills Required