Product Marketing Manager

JOB TITLE: PRODUCT MARKETING MANAGER

PURPOSE OF THE ROLE:

The incumbent will be responsible for SUV and LCV Product Marketing for a Global Automotive Brand reporting into the Head of the Product Department. Key focus areas include but not limited to: Product Planning & management; New Model Launch Planning, Project Management and Introduction; Research; Analytics; Product Training; Product Development; Marketing Management.

KEY RESPONSIBILITIES AND ACCOUNTABILITIES OF THE ROLE:

Product Strategy:

• Determine the volume targets in line with Business objectives

• Map the market and segment volume projections in line Industry and Economic projections

• Develop detail a Product Strategy for each Product to achieve business objectives

• Conduct detailed market study, analysis and volume projections

• Addressable segment and variant analysis to achieve volume and share objectives

• Price-Volume Mapping analysis for volume and share targeting

• Competitor Price Spider comparison and analysis to determine price targeting

• Variant-wise spec mapping & analysis vs Competition for right speccing & USPs

Product Management:

• Manage a portfolio of Products, viz. SUV, LCV and Commercial vehicles.

• Periodic review and monitoring with corrective alignments to achieve business objectives

• Life Cycle Action management for each Product

• Create and manage a Project Charter with local and Global Team

• Effectively map all Product vs Competitors using Product Spec Price-Value Analysis

• Monthly Product Price positioning to achieve market share and volume

• Product Variant Spec management and Control; with local and Global Team

• Map the key Technical and Warranty issues for suitable Product Corrections

• Create & control Product Specification sheets

• Vehicle variant buy-off of all new changes prior to Dispatch or Retail

• Support with planning and administration of Vehicle Evaluation and Durability testing

Research Management:

• Develop effective research briefs to accurately achieve the desired outcomes.

• Effective Insighting with Product, Market, Customer, Dealer and Competitor Research

• Plan New Product Clinic to understand Customer Product Acceptance, and Price setting.

• Coordinate effective Focus Groups with Dealers, and Customers

• Rental and Fleet Customers visits to understand their needs for Product correction

• Conduct Dealer visits to understand Customer needs and Spec correction

Marketing Management:

• Develop the Marketing Strategy for each new Product Introduction

• Product Equation Analysis vs Competition to determine Product Right to Wins (RTW)

• Leverage the optimal Product USPs and RTWs in launch strategy

• Competitor Product Position Mapping, USPs, messaging Communication summary analysis

• Develop with Marketing the Customer Insights and map the Target Customer Profile

• Develop the Product Positioning with Functional, Technical and Emotional needs

• Coordinate the Marketing & Launch Plan with all Internal stakeholders

• Consolidate the Launch Marketing Plan for New introduction for Business approval

Product Development:

• Plan suitable Local Variants based on the Local Market demand and Customer need gap.

• Share scope for suitable local parts development with Product, Supplier and After sales.

• Support the Accessory Development with correct scope to meet Customer need

• Evaluate proposed new part & vehicle concepts and proposals

• Ensure local parts are approved by Product, Engineering, Technical and Homologation

• Support technical information flow for Homologation approval

Project Management:

• Launch planning coordination and project management for seamless introduction

• Manage New model Project timeline with Global Team for timeous introduction

• Administration, tracking and recording of minutes and action items

• Create Product Briefs for Internal Stakeholders

• Effective project tracking, monitoring and risk management

• Risk mitigation and coordination to ensure smooth launch

Presentation & Communication:

• Prepare and Deliver effective Product presentations for Internal & External Stakeholders

• Support with New Product Sales Training Content for Dealer manpower capability building

• Support Marketing with Go to Market Planning, Product Spec Understanding

• Support Sales Team with Market analysis and Product Spec understanding

• Prepare and present the Product Launch presentation

• Effectively communicate project status to all stakeholders, and to Business

• Effectively Communicate Product Briefs & Communications to all required Stakeholders

Requirements:

CRITICAL SKILLS

Core:

• Excellent analytical skills

• Strong presentation skills

• Project Management knowledge and practical implementation skills

• Excellent analytical skills

• Project Management skills and results-driven ability

• Good administrative skills

• Strong Problem-solving ability

• Advanced skills in all Microsoft Applications, , i.e. Excel & PowerPoint.

• Business profitability

• Data analysis, and translating into effective strategic actions

• Product Spec Value Analysis methodology

• Product Pricing tracking analysis

• Research methods, analytics, tools and systems

• Product Life Cycle methodology

• Email etiquette for different audiences: viz. Internal, Dealer, Customer and Supplier

Desirable Attitude:

• Ability to excel in highly stressful environment

• Excellent interpersonal and communication skills

• Excellent stakeholder and relationship management

• Perseverance and Hard-working

• Sound reasoning and decision-making skills

• A Team Player; Collaborative for in cross-functional environments

• Out the Box thinker, Display Creativity & Innovation

• Perceptive: Ability to perceive and translate Customer requirements

• Strong-willed: maintain the best approach for business and Customer

• Shepherding Project Teams and Business for the best Product approach

• Customer first and Dealer centric approach

• Translate analytics to effective communication strategies

• Drive and maintain research, fact-based strategies and approach for Product actions

• Confidentiality

KEY RELATIONSHIPS

Internal Stakeholders:

1. Sales

2. Marketing

3. After Sales

4. Logistics

5. Finance

6. Mahindra India IO Product Planning

External Stakeholders:

1. Dealer

2. Customer

3. Supplier