The Consumer Healthcare Business in Cipla was formed approximately two years ago to give a new push to Cipla’s OTC segment. OTC is a segment of healthcare that entails the sale of products without the need of a prescription and consequently engages in direct-to-consumer marketing, thus being very similar to the FMCG industry.
The OTC division of Cipla has been spun out into a separate company, Cipla Health Limited (CHL) w.e.f. 1st March 2016. Currently, CHL has three products in its portfolio, viz. Nicotex& Nicogum (smoking cessation chewing gum), Cofsils (throat lozenges), Immuno Booster. Along with these, CHL has built a strong pipeline of products/ideas in development/near launch stage.
Job Title: National trade marketing manager. Individual Contributor
Summary: The Trade Marketing Manager designs, implements and evaluates 4P activities within the region to achieve sales objectives, presence and placement objectives, within a time frame, policy, and budget parameters.
The role holder has strong engagement with the Marketing and the Sales team; markedly with the ZSMs, RSMs of the region. Externally s/he interacts with the Wholesalers and Distributors.
Financial, Trade Spends and Promotions
Coordinate, monitor, and control effective and efficient usage of promotions and equitable allocations of budget across RSM areas.
Negotiate with agencies and suppliers to get the best possible terms
Implement the claim settlement policy as per guidelines.
Determine promotion gift items, identify suppliers, negotiate terms, monitor delivery schedules, and ensure timely receipts
Develop and implement localized and customized self-sustainable promotions in channels like self-service stores
Sales analysis, key account management, test marketing :
Analyze reports (like KPI track etc.) and give qualitative & quantitative feedback to RSM/ ZSM/ DSM for better business decisions. Study Market data and identify issues, within states by category and suggest ways to expand numeric and weighted distribution, the share of shelf etc.
Coordinate with RSM and central sales, to develop and compile market reports to monitor business.
Develop the communication package for rollout of month initiatives from RSM to TSI level
Monitor incentives for all players, and timely disbursements of all of the earnings and gifts. Monitor and generate high levels of interest in all contests and activities to ensure maximum participation
Monitor the progress of all Test Marketing initiatives ongoing in this region.
Placement & Field force activation :
Co ordinate, allocate, monitor and maintain data on effective installation and utilization of visibility tools and other POP material, brochures, leaflets etc.
Ensure visibility tools are available in all CFA- s/ RSM areas in the region in time and in proper shape
Competitors Activities, Coverage Distribution, and Channel management :
Gather and report all competitor activities in consultation with DSM/ ZSM evolve a strategy and implement in the region to offset competition
Have the complete data of the region by number of towns POP strata wise, profile of towns, number of outlets- category wise and class wise
Study and suggest corrective actions on territory organization at TSI level and area level for effective and efficient coverage
Prepare detailed launch plans for NPD, assist RSM to prepare TL plans for the launch; Monitor distribution build up during launch and all NPD launch reports, from field to central sales
Wholesale channel management- coverage, business, and activation
Indirect distribution expansion activities through activating wholesale and sub DB and town wholesalers
Qualification*Any Graduate, MBA, PGDM
Salary*Best in Industry