Job as a Product / Brand Manager - Cardio in Glenmark Pharmaceuticals Ltd.

Glenmark is a leading player in the discovery of new molecules both NCEs (new chemical entity) and NBEs (new biological entity) with eight molecules in various stages of clinical development. The company has a significant presence in branded generics markets across emerging economies including India. Its subsidiary, Glenmark Generics Limited has a fast growing and robust US generics business. The subsidiary also markets APIs to regulated and semi-regulated countries. Glenmark employs nearly 6000 people in over 80 countries. It has twelve manufacturing facilities in four countries and has five R&D centres.

Post: Product/Brand Manager

Job Description:
POSITION DOSSIER
To Increase Market Share and profitability through Brand Building & Strategic Planning of the assigned brand portfolio for meeting the Organization’s goals.

Sr. No. Accountabilities
1. Brand Management
2. Brand Performance
3. Budgeting and Sales Forecasting
4. Successful new product launch
5. Searching/Identifying therapy gaps (New Product Development) & new business opportunities
6. Identifying and create entry barriers
7. Driving implementation along with effective feedback mechanism
8. Specialty Development for his assigned brands
9. Maintaining Sales/Expense Ratio
10. Planning promotional activities/ CMEs

Sr. No. Activities
1. Brand Management
Brand Plan –Analyze internal and external data, Do primary and secondary research, Set Brand Objectives, Formulate Brand Strategies - Positioning, Segmentation and Targeting. Brand Mix, Action Plans
2. Brand Performance - Growth, Market Share as per the objectives defined.
Analyzing the brands performance through internal and external data, identifying issues, validating the strategies, course correction if required.
3. Budgeting and Sales Forecasting –
Product History, Market Opportunity Analysis, Setting Financial Objective( primary & ORG) for the Brands as per the divisions needs, preparing the promotional budget as per the marketing plan
4. Successful new product launch
1) Preparing launch Calendar, 2)Coordinating with the Business Development team/R & D/Medical/ Packaging/Production Planning/Legal – Brand Registration/Distribution/ Training. 2) Preparing launch plan – pre launch, launch, post launch 3) Launching to Field Force 4) Roll out to the Doctors 5)Follow up post launch – monitoring prescribers, Rx ,secondary sales and availability
5. Searching/Identifying therapy gaps (New Product Development )& new business opportunities
Thorough understanding of the mkt through the internal and external data ,Identify New Business Opportunity by using the expertise of Market Research Team, continuous upgradation of knwldge of the concerned therapy, meeting KOLs and trendsetters to understand the therapy gaps and opportunities, Brainstorming within the team and with Medical and business development for the same.
6. Identifying and create entry barriers
Thorough understanding of assigned brands, competitors brands and the market needs, Feasibility analysis of the planned entry barriers, Presentation to team and senior management for brain storming and approval, Driving the implementation of the entry barrier.
7. Driving implementation along with effective feedback mechanism
Effectively demonstrate in meetings/field work the right way to communicate the campaign to the customers, Constant contact with the Field force and line managers, monitoring and sharing success stories, good feedback formats with suitable deadlines, course corrections if any
8. Specialty Development for his assigned brands
Customer Profiling - Identify the right customers to influence the specialty e.g .KOL, TS. Make a consistent plan for development of specialty through brands. Maintaining Core Customer List, Plan and Implement Rapport Building activities, Periodically Evaluate through prescription analysis and feedback from field
9. Maintaining Sales/Expense Ratio
Marketing Tracker - maintaining a format brand wise, month wise and Performance card – Sales data, Input - Expense data, Course Correction incase of mismatch of S/E ratio, Give Mthly review to MGL
10. Planning promotional activities/ CMEs

Sr.No. Type of Decision – Independent Decision Making
1. Selection of promotional inputs within the budget and approved brand plan
2. Internal Surveys – primary & secondary research
3. Copyrighting, selection of visuals, colour schemes in their communication plan
4. Vendor and Artist Selection except high profile, high stake launches
5. Media Mix for the assigned brands except high profile, high stake launches
6. Field Work with specific objectives related to brand performance.

Sr.No. Type of Decision – Dependent Decision Making
1. Ownership of entire product life cycle subject to approval from MGL

INTERNAL STAKEHOLDERS
Contact
(Use titles, not names) Purpose and /or Nature of Contact Frequency of Contact
(Daily, Weekly, Monthly etc.)
Manager–purchase Purchasing of gifts / promotional inputs
Printing of all promotional literatures Daily
Field staff For updates on Strategy implementation. To Update on competitor activities and market dynamics. Daily
Medical Manager Medical & scientific support for the brands and update on current issues Weekly
Administrative officer Overlook arrangements of the meeting venue and travailing and stay details and to ensure timely dispatch of all monthly inputs to FSO Weekly
Head –Administration Follow up for the timely dispatch of samples and inputs and additional field requirements if any Monthly
Head Distribution Sales stocks projections, availability and controls on expiry Monthly
Manager-Market Research Internal & External Data analysis Weekly
Business Development New Product Development Pre & Post Lunch
Strategy Team Market Research/ Analysis/ New Business Areas Identification Weekly
Quality and control department Quality issues of the existing formulations
Change is existing formulations in terms of quality Monthly

EXTERNAL STAKEHOLDERS
Contact
(Use titles, not names) Purpose and /or Nature of Contact Frequency of Contact
(Daily, Weekly, Monthly etc.)
Gift Suppliers To select and purchase the innovative gift for the product promotion Weekly
Printers Printing of all literatures for promotion Monthly
Agencies / Artist To develop and design the innovative campaign for products Weekly

Knowledge Must Desired
Market knowledge update Pharmacology
Field knowledge
Scientific knowledge

Skills Must Desired
Communication Skills (Written and verbal)
Analytical Skills
Planning Skills
Organizing Skills
Decision Making Skills
Abilities
Must Desired
Multi – Tasking
Creative Ability
Priority Working
Convincing Ability
Negotiation Ability
Ability to work in teams
Adaptability to changing situations
Grasping power & inclination to learn

Experience Must Desired
Overall experience of 2 to 4 years with at least 1 year experience in Sales
Experience in relevant therapeutic area

Educational Qualification Must Desired
B.Pharm/B.Sc + MBA

Sr. No. Challenge
1. Maintaining Market Share and competitive edge
2. Time Management
3. Driving Internal Customers Towards Desired Goal with Proper Implementation.
4. Ensuring focus on brands despite shift in division’s priority/ new brand launches.
5. Generate profits while operating in the market influenced by price war
6. Turnaround initiatives for underperforming brands & accelerating revenue growth of key contributing brands

Sr. No. Change
1. Proprietary Molecule Management
2. Surviving post patent era with branded generics

Candidate Profile:
Knowledge
Must Desired
Market knowledge update Pharmacology
Field knowledge
Scientific knowledge
Skills
Must Desired
Communication Skills (Written and verbal)
Analytical Skills
Planning Skills
Organizing Skills
Decision Making Skills
Abilities
Must Desired
Multi – Tasking
Creative Ability
Priority Working
Convincing AbilityNegotiation Ability
Ability to work in teams
Adaptability to changing situations
Grasping power & inclination to learn
Experience
Must Desired
Overall experience of 2 to 4 years with at least 1 year experience in Sales
Experience in relevant therapeutic area
Educational Qualification
Must Desired
B.Pharm/B.Sc + MBA

Additional Information:
Experience: 2-4 years
Location: Mumbai
Education: B.Sc, B.Pharm, MBA
Industry Type: Pharma/ Biotech/Clinical Research
Functional Area: Sales
End Date: 27^th June, 2011