To develop a distinctive marketing strategy in line with the Brand vision and positioning through focused consumer insights, effective communication of brand expression and PR activities to build and strengthen the Brand Equity.
The Apparel & Apparel led retail is a highly competitive industry with new entrants, both domestic as well as Internationally renowned brands opening up shops in India. The opening up of FDI in retail would bring in hordes of Internationally acclaimed brands to our shores with world class marketing practices and clear brand identity. In such a competitive market the success of the Van Heusen would depend upon building, communicating and constantly enhancing Van Heusen brand along with its sub brands.
To keep up the competitive edge it is imperative that there is a high involvement and understanding of the business and the key drivers, as also an ability to be proactive with comprehensive and dynamic strategies. It requires the brands to constantly reinvent themselves and position themselves in a way that they become the preferred choice for their customers.
The Key challenges
1. Building an Apparel brand in a cluttered market that resonates with the evolving target consumers.
2. Defining and communicating Positioning of Van Heusen’s sub - brands present across diverse categories, yet connected to Mother brand.
3. Understand and continuously track evolving consumer needs through multiple sources including appropriate research interventions
4. Coordination with multiple agencies, under strict timelines ensuring quality delivery.
5. Cross functional accountability and coordination with number of teams internally like retail, VM, brand, projects, etc.
6. Initiate and implement the activities within budget with high expectations on delivery front.
KRA (Accountabilities) (Max 1325 Characters)
Supporting Actions (Max 1325 Characters)
KRA1
Impact the Brand Financials
Monitor the marketing budget and expenditure
Monitor % Sales from new developments/innovations in current category or a new category
War on Costs
KRA10
Manage Brand salience across all digital platforms
Ensure the salience of the brand on the digital space not just on owned media such as social media and the website.
KRA2
Understand, Define & Continuously track evolving consumer needs
Define & track the targeted customer in terms of demographic & psychographic profile
Understand triggers influencing buying, buying process and shopping behavior
KRA3
Develop Relationships with agency partners to build & execute Communication & Marketing plans
Finalize selection of agency partners for execution of Marketing Plans
Plan a comprehensive marketing strategy in line with the vision of the creative team with clear cut timelines and well defined measurement criteria
Execute on communication and marketing plans ensuring that a consistent 360 degrees approach through all consumer touch points is in line with the Brand’s Point of View
Ensure efficient Media Planning & Buying
KRA4
Define Brand Positioning & build a system to monitor brand performance
Based on the Target Group profile, work with the creative team to define the brand personality
- Define & maintain relevance of the value dimension of the brand- both tangible & intangibles
Set Up a tracking system to periodically monitor and provide feedback to the creative team on Desired vs. Actual Brand Positioning
KRA5
Customer engagement
Plan the marketing Campaign Effectiveness
Consumer Insights Management efficiency ( Eg: quality of Consumer panel Forum findings report/ Consumer research & analysis Reports)
KRA6
Build an Efficient Marketing Budget & Execute on agreed Brand Objectives
Define Brand Objectives in terms of salience in the target segment, footfalls into the store, consumer experience within the store and CRM
Build Marketing Plans and Budget for executing on agreed objectives
Innovate in marketing execution to build marketing cost efficiencies
KRA7
Efficiency in marketing processes
Agency Management
Media plan effectiveness wrt reach and frequency
Annual Brand Plan Process efficiency
KRA8
Monitor competitive brand marketing activities
Track market research data
Gather intelligence on competitor activity constantly and incorporate changes in marketing/ communication plan
KRA9
Build strong brand presence on Digital by alignment with Brand Strategy & positioning
Improving effectiveness of brands presence on digital media by creating benchmarks and continuously tracking, understanding gaps against benchmark & taking appropriate steps to improve the same
Revamping brands presence on TrendIN and other Ecom sites for better consumer experience
Resulting into
