Product Manager – Gastro | Dr. Reddy’s Laboratories | Mumbai

•  To Drive Mega brand Growth and Performance
• Optimize Promo spending for Desired ROI
• Prepare Brand Wise Quarterly Visual Aid:
• Brief ad agency on the product
• Evaluation and selection of draft concept out of 3-4 designs submitted by the agency
• Evaluate a detailed Visual Aid with the agency before finalization
• Send the visual for printing
• Coordinate with printer and logistics vendor for dispatch of Visual aid before 1 week of the planned quarter.

Quarterly communication of Visual Aids to the field force

• Prepare a business plan (quarterly) booklet for the field which includes the explanation and detailing talk of the visual aid and inputs.
• Periodical circulars about the brand’s achievement, market trends, etc to keep the field sales team abreast of the current information and motivate them to go for the call.
• Conduct Quarterly briefing sessions of .5 – 1 day in each zone to ASMs on brand communication/ inputs.
• Monthly planned visits to select areas for review meetings to further reinforce brand communication.

Promotional Material; i.e. LBL, Inputs, etc on a timely basis for effective marketing

•  Allocate promotional budget brand-wise and promotional mode wise
• Plan for quarterly inputs and mode of inputs
• Vendor selection
• Negotiate with multiple vendors for cost-effective input selection
• Coordinate with selected vendors on the agreed time, quality, and quantity supply of inputs.
• Continuous monitoring of the planned activities and reorganization of promoting initiatives to improve cost without affecting the top line.

New Product Launch ( As and when required )

Identify potential areas of New Product Launch in the assigned therapy through:

• ORG CMARC trends
• Doctor feedback in joint work/ CME/ conferences
• Field manager’s feedback

• Analyze the market potential for the identified new product through historical ORG-CMARC
• Conduct primary research with the help of market research for achieving clarity in the right patient segment, right launch volume, and right price.
• Work with finance to validate the profitability/ viability of the product
• Present the idea post clearance from finance to NPD and  get a project manager assigned by the NPD Head
• Coordinate with packaging, and FR&D for product features finalization.
• Prepare sales projection, and sampling plan for at least 6 months – 1 year from launch.
• Prepare stock allocation and ensure proper distribution in all geographies through SCM.
• Parallel, finalize promotional activities, input plan, Visual Aid, etc., and work towards a launch as per the agreed timelines with the NPD Project manager.
• Ensure regional launch meetings for the new product through RSMs.
• Analyze SMSRC Rx trend and drives leadership position (jump in ranking, growth more than market) for the brand thru field force

Key Skills/Personal Attributes:

• Strong negotiation and influencing skills
• Networking skills
• Ability to plan multiple products communication and deliver results according to the plan
• Ability to run specialized programs for top KOL KBL end to end for better impact on marketing activities.

Qualification: B.Pharma