Address - To Create & periodically update fact-base for each Micro Market (MM) - Overall Micro Market (MM) potential, # and sales potential of outlets esp. High Potential (HiPo), competitive landscape (national and regional brands share and portfolio by price point), stores being opened/closed, unorganized market.
- To Outline growth opportunities for each MM (depending on current positioning of both brands) from existing/new outlets; work closely with channel sales counterparts to operationalize and drive actions basis identified opportunities.
- To follow the process for sourcing competition intel: track new product placement, on-going customer/dealer schemes, trade margins, in-store visibility, product/price portfolio etc.; give inputs to sales and trade marketing team for corrective actioning.
- Identify key stores in each MM (EBOs (Exclusive Brand Outlets), strong HiPo) to target: large and growing outlets; new outlets with strong traction; underperforming historically strong outlets etc. (to be refreshed periodically)
- He closely tracks ROI for stores over time; highlight laggard outlets to sales team.
- Conduct retailer & Consumer surveys/dipsticks every quarter to assess portfolio gaps across price points, thickness, material type (coir vs foam vs Latex) vs other brands at a micromarket level; communicate key findings to NPD and sales team.
- To execute training modules (separate for EBO and MBO focused) for all levels on ways of working, creating standardized workplans (defining key activities and time spent), communication plan (pitching to new outlets)
- To conduct periodic assessment/test for sales team/dealer sales team - conduct regional training workshops basis assessment results.
- To conduct periodic training for dealer salesman on spiel and product value prop, esp. during launch (create SKU wise detailed comparison of SFL/KEL - esp. hero SKUs - with comparable competitive products)
- Strong Analytical Capability for Product /MM/ Consumer/Overall Category
- Building insights and connect with strong value proposition for Interior Designers and Architects
- Retail / Local activation to establish Category Propositions
- Conduct efficient loyalty programs with intermediaries.
Competencies - Business Acumen, Customer Focus, Analytical Skills, Team Leadership, Strategic
