CAREERS IN BRAND &SALES MGT Lt Col Gurmeet Sethi Sales Enthusiast & Trainer
What is Brand Management? <ul><li>All processes are used  to enhance the Value of a Brand. </li></ul><ul><li>The key tenet...
What does a Brand Manager do? <ul><li>Understand ‘un-met’ needs of the customer. </li></ul><ul><li>Researches the customer...
Market Leader need NOT be the Brand Leader (WHEEL may be the market leader but SURF is the Brand Leader)
What does a Brand Manager do?  (Contd) <ul><li>Decides when to change the Market MIX (4 P’s) By how much based on changing...
How is Brand Value calculated <ul><li>Premium that the Brand can Charge vis-à-vis Competition. </li></ul><ul><li>Flexibili...
‘ Tide’ stands for WHITENESS in India , but does not stand for the  same thing in USA !
What Skill should a Brand Manager have? <ul><li>Analytical Skills </li></ul><ul><li>Creative Bent of mind </li></ul><ul><l...
Career Progression in Brand Management <ul><li>Brand Assistant  </li></ul><ul><li>Brand Manager </li></ul><ul><li>Multi-Br...
Difference between Brand and Sales Management? <ul><li>Brand Management </li></ul><ul><li>Its about fulfilling the consume...
What does a Sales Manager Do ? <ul><li>Distribution </li></ul><ul><li>Push Sales </li></ul><ul><li>Manage Stock Inventorie...
Skills required for a Sales Manager <ul><li>People Management; SMs work = Sum total TMs work </li></ul><ul><li>People Mana...
Career Progression in Sales <ul><li>Territory Manager </li></ul><ul><li>Area  Sales Manager </li></ul><ul><li>Regional Man...
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Careers in brand & sales mgt

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Careers in brand & sales mgt

  1. 1. CAREERS IN BRAND &SALES MGT Lt Col Gurmeet Sethi Sales Enthusiast & Trainer
  2. 2. What is Brand Management? <ul><li>All processes are used to enhance the Value of a Brand. </li></ul><ul><li>The key tenets of Brand Management involve: </li></ul><ul><ul><li>Product – the Functional Benefit </li></ul></ul><ul><ul><li>Positioning – What the Brand stands for (Emotion) </li></ul></ul><ul><ul><li>Price – Defines what value of the Brand holds for the customer/what premium can the Brand charge. </li></ul></ul><ul><ul><li>Place – Where all will the product be made available </li></ul></ul>
  3. 3. What does a Brand Manager do? <ul><li>Understand ‘un-met’ needs of the customer. </li></ul><ul><li>Researches the customer for the above (Market Research Agencies) </li></ul><ul><li>Creates a Brand that fulfills the needs (Functional + Emotional, better than the Competition). </li></ul><ul><li>Develops a “Positioning” in line with the above – i.e the customer face of the brand </li></ul><ul><li>Develops a communication to convey this positioning (Advertising Campaign) </li></ul><ul><li>Communicates the Positioning to the Consumers </li></ul><ul><ul><li>Understanding the media consumption/habits of consumers, I.e TV, Press, Hoardings etc </li></ul></ul><ul><ul><li>Would use several agencies to do this (Advt Agency/Event Mgt/ Media Companies) </li></ul></ul><ul><li>Develops the pricing, packaging, distribution strategy in-line with the positioning of the Brand. </li></ul>
  4. 4. Market Leader need NOT be the Brand Leader (WHEEL may be the market leader but SURF is the Brand Leader)
  5. 5. What does a Brand Manager do? (Contd) <ul><li>Decides when to change the Market MIX (4 P’s) By how much based on changing Market realities </li></ul><ul><li>Decides the quantum of money on Advertising and Promotion </li></ul><ul><li>How to spend A&P Money (when, where and on what) </li></ul>
  6. 6. How is Brand Value calculated <ul><li>Premium that the Brand can Charge vis-à-vis Competition. </li></ul><ul><li>Flexibility in terms of extending itself to other areas. Eg : Amul (from milk>butter>Ice cream) – Linear Growth vis-à-vis Lateral Jump </li></ul>
  7. 7. ‘ Tide’ stands for WHITENESS in India , but does not stand for the same thing in USA !
  8. 8. What Skill should a Brand Manager have? <ul><li>Analytical Skills </li></ul><ul><li>Creative Bent of mind </li></ul><ul><li>Ability to work on cross-functionalities </li></ul><ul><li>People management skills </li></ul><ul><li>Communication Skills </li></ul>
  9. 9. Career Progression in Brand Management <ul><li>Brand Assistant </li></ul><ul><li>Brand Manager </li></ul><ul><li>Multi-Brand Manager/ Category manager </li></ul><ul><li>Multi Category/ Multi-Country Brand Mgr </li></ul><ul><li>Head of Marketing / Global Brand Manager </li></ul>
  10. 10. Difference between Brand and Sales Management? <ul><li>Brand Management </li></ul><ul><li>Its about fulfilling the consumer’s need </li></ul><ul><li>Brand Mgr “PULLS” </li></ul><ul><li>Sales Management </li></ul><ul><li>Its about reaching the Consumer </li></ul><ul><li>Sales Mgr “PUSHES” </li></ul>
  11. 11. What does a Sales Manager Do ? <ul><li>Distribution </li></ul><ul><li>Push Sales </li></ul><ul><li>Manage Stock Inventories </li></ul><ul><li>Ensures channel profitability </li></ul><ul><li>Decides on schemes </li></ul><ul><li>Feedback </li></ul><ul><li>Assigns territories to territory managers(TM) </li></ul><ul><li>Works out targets for TMs </li></ul><ul><li>Tracks progress of Sales, Inventory over-time </li></ul><ul><li>Decides what schemes to give and to whom and when </li></ul>
  12. 12. Skills required for a Sales Manager <ul><li>People Management; SMs work = Sum total TMs work </li></ul><ul><li>People Management skills (Channel expectations) </li></ul><ul><li>Common Sense (Stories v/s Realities) </li></ul><ul><li>Ability to motivate/ inspire people </li></ul><ul><li>Ability to understand emerging trends </li></ul>
  13. 13. Career Progression in Sales <ul><li>Territory Manager </li></ul><ul><li>Area Sales Manager </li></ul><ul><li>Regional Manager </li></ul><ul><li>Zonal Manager </li></ul><ul><li>National Sales Manager </li></ul>
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