SENIOR EXECUTIVE - FOCUS PRODUCTS

Role Identifier

Job Title

Senior Officer – Focus Products

Department

Retail Sales

Reporting to

Area Manager – Focus Products

Grade

Sales Officers/Senior Officer

Jobs Reporting Into

None

Location / Unit

PAN India

Role Description

Job Purpose

Primary Responsibilities

Business Responsibility Areas

(Please detail out at least 8-10 responsibility areas)

Key Performance Indicators

Business objectives

• Conceptualize and execute the field marketing activities around the identified focus products like Wood Finishes, Wallpapers etc. with a view to increase adoption and depth of these products in the market
• Measure and report the effectiveness of the activations carried out in the market through lead conversion ratio
• Collaborate with Retail, Project and Services in achieving overall unit level focus products targets
• Support the sale of focused products by arranging shop meets, implementing schemes and ensuring timely settlement of schemes for stakeholders 

Retailing

• Develop and ensure availability and visibility of focused products point of sale elements across the identified set of dealers
• Design and conduct workshops for Colour Consultants about the focus products as per the defined schedule
• Adopt the contractors from the identified set of dealers and train them to generate site leads

Demand Generation

• Work closely with the identified set of stakeholders like Architects to generate market for focus products
• Coordinate with Project Sales team to provide on-site support and assist in secondary sales

Contractor Management

• Maintain a comprehensive database of all contractors and applicators for focus products in the Region
• Maximize the participation of applicators in the defined loyalty programs and assign loyalty contractors to the identified top counters  
• Ensure adoption of non-APL network contractors and conduct product sampling with an objective to covert to APL network

Market Intelligence

• Conduct product trials and building inferences on Asian Paints product strength vis-à-vis products in market
• Devise ways in which the product strengths can be communicated to the consumers and influencers

• Overall Value target of Focus Products
• Value target at product level
• Lead conversion ratio
• Compliance to Product trainings and Activations plan

Scope of Work

a) Financial Scope (Range of financial spend):

As per Budget

b) People Management Scope (Range of no. of Direct/ Indirect Reports):

Indirect - DSR in some locations

c) Geography Coverage (Country-wide/ State-wide / Area-wide)

Based on the scope

d) Corporate Coverage (Company-wide / Business Unit or Function-wide / Sub-function-wide / Other):

Decorative Business Unit / Central Functions

Key Interactions

Internal

Marketing, Research and Technology, Retail Sales, Project Sales, Services and Supply Chain

External

Applicators, Contractors, Dealers and Architects

Role Requirements / Specifications

Qualifications

Essential

• Graduate Degree in any stream (BA/B.Sc/B.Com/BBA/BBM/BMS)
• A minimum of 50% marks throughout education without any backlogs
• Graduation must be through a full time day course

Desired

• Candidates with MBA/PGDM in Sales and Marketing

Previous Experience

Desired

• Experience in any role in Sales and Marketing

Functional Competencies

• Product knowledge
• Analytical skills

Behavioral Competencies

• Verbal and written communication
• Decision making and problem solving
• Negotiation Skills
• Planning and result orientation

Additional Requirements

• Role involves visiting project sites which requires extensive travelling 
• Role requires pan India mobility as it is transferrable in nature  
• Proficiency with MS – Office, MS – Excel is mandatory

Document Details

Written By

 Durga Prasad Dutta / Ankita Vig

Date

03.06.2017

Validated By

 Amar Rajagopal

Date

09.06.2017

Approved By

Date