1. Osman Mamdani is a Brand Manager.
Osman Mamdani`s main task is to increase revenues of the company by increasing the
revenues of Brands or related Brands.
All brands within an organization perform differently, HIs job is to increase the sales of all
Brands by the end of a financial year and should be as per or more than the given Target.
To do this he uses any P`s of Marketing: Product, Price, Place, Proposition, Promotion,
Packaging, etc. Let’s look at an example of how Osman Mamdani works:
Noodles (a product).
Say his objective is to achieve a sales or 1000$ in one year using a budget of 500$. He will
start by doing market research which is analyzing the competitors strategy in terms of
product, price, place, promotion, any new consumer behavior trends, your previous years
activity impact, etc.
Based on this he decides on the activities he will do for instance introducing a New flavour
of Noodles, Giving snap deal coupons with the pack, Introducing a bigger pack, Doing a
television advertising campaign, etc. Once he has finalized he puts these plans onto a
calendar stating when he will do what, keeping the target and budget in mind. Eventually
the calendar gets fixed with the targets he has to achieve month after month.
Now he needs to execute the activities by coordinating with the various teams across the
organization, like: Product Engineer, Legal Head, Packaging Head, Creative Agency and IT.
Suppose he wants to introduce a chocolate variant of noodles, he will need to speak with
the product engineer in the factory and ask them to make those changes in the recipe. For
new packaging he will speak with Packaging head about the cost and time needed to make
those changes. He will also speak with the Legal Head to find out whether the changes are
allowed legally. He will inform the creative agency on the changes he intends to make on
the pack, may be displaying a new chocolate noodle, designing of banners, mailers, racks,
etc, also needs to be done by the creative agency. If he intends to do a TV commercial, he
will coordinate with the production house and the creative agency, who together would get
him the commercial. He will sink with the software team to ensure the website displays the
new product and the QR code or Barcode is working. He also might want to incentivize
distributors and retailers to push the product, for instance giving them an incentive of 10$
for a sale of every 50 packs, this is known as TRADE PROMOTION which might not be
handled by the Brand Manager depending on the company.

2. Now let’s try to answer some critical questions about his work:
What is his top challenge?
To keep innovating new things, making mistakes and learning from them, he always wants
to be outside his comfort zone and not get worn out by the status quo. Also it is challenging
to get work done from various teams like legal, creative, packaging, etc, given that none of
them reports directly to me. He has the know how to get the work done by adhering to the
necessary time lines.
This is the questions he tries to answer depending on the life cycle stage of the product, it
might be; can he increase usage or how can he increase users, however in both cases the
key question remains: how can he increase sales of the brands.
Some Positive aspects about him:
One: He directly impacts the business by generating revenue for it.
Two: The impact of his work can be seen and is easily measurable.
Three: He gets to learn about the work of all the departments.
Some Negative aspects he faces on a daily basis:
One: His work depends on many people and when anyone doesn’t work or is on leave, his
work is hampered.
Two: High work pressure because if anything goes wrong, revenue is directly impacted.
What inspires him?
One: the responsibility of predicting or identifying the unmet needs of people subsequently
resulting in innovative products.
Two: His brand being displayed on the shelves of various shops and millions of people
buying and using it.
Key things he know:
Knowledge on brand management principles.
Integrated marketing communications.
Skills he knows:
Microsoft Excel to analyze data.
PowerPoint to pictorise his thoughts on a screen.
On a softer side convincing and negotiating skills.
Basic understanding of various market research.
Making project timelines and tracking the progress of the project.

3. His attitude:
Of getting things done or making it happen.
Pro activeness.
Creativity
Observation
Game changer.
How does he know his brands are doing well?
He finds out if the brands he is managing are genuinely adding value in people’s life.
Thru the brands` growth, does he positively impact more and more lives?
“The only way to do great work is to love what you do” – Steve Jobs
Thank you for taking time to understand the role of Osman Mamdani.
This is what he loves to do.
He should be the next perfect fit for managing your Brand.
All the best!