Managers for the promotion and sales of goods in the market. Job description for brand manager (brand promotion manager) Product promotion work
A brand-manager is a specialist who manages the sale of a certain category (group) of goods, united in their classification by brand (in foreign practice there are brand managers for purchases, which is still a rarity for Russian conditions).
Brand (from the English "brand") - factory, trade mark, stigma. Another version of the translation, reflecting another semantic meaning of this word, is “to be imprinted in memory, to leave an indelible impression”. Thus, a brand can be understood as a trade mark, which reflects the image of the enterprise, as well as the industry focus of the goods. A brand that is well advertised and provided with a stable positive image of the enterprise allows not only to stimulate the sale of goods, but can itself be an object of trade turnover, bringing additional benefits to the copyright holder on the basis of licensing agreements, commercial concession agreements, etc.
Often, the consumer is more focused on the brand-name, and not on the real characteristics of the product, psychologically associating a well-known brand with quality. The task of the brand manager is precisely to convince the customer to purchase the product. This manager is the last link directly promoting the product (already developed and advertised brand) to the buyer. This is a kind of indicator that allows you to assess the quality of creative brand development and the effectiveness of promotions. A stable demand for goods will be a positive assessment. Of course, not the least role in this case is assigned to the abilities of the manager himself. When promoting a product, he mainly focuses not on the technical sale itself (this is the responsibility of the sales manager), but on its information and advertising support, thereby contributing to the promotion of the brand on the market.
The brand manager should be guided not so much by the price characteristics of the goods, but by the quality and operational parameters, to know the features that allow comparative analysis with similar goods of other brands to reveal its advantageous indicators. In fact, in this case, he acts as a representative of the manufacturer of the goods and therefore must know not only the economics and marketing, but also the production technology of the goods being promoted. A brand manager can work both in the structure of a manufacturer that independently sells its goods, and trade enterprise, which is a distributor or dealer of the manufacturer on a mutually beneficial contractual basis.
The following requirements are imposed on brand managers: communication, the ability to coherently express their thoughts both orally and in writing, purposefulness, the ability to convince the interlocutor.
BRAND MANAGER'S INSTRUCTIONS
I. General Provisions
1. Brand manager belongs to the category of managers.
3. The brand manager needs to know:
3.1. Laws and regulations legal documents regulating the implementation of entrepreneurial and commercial activities.
3.2. Market economy, entrepreneurship and business fundamentals.
3.4. Market conditions.
3.5. Assortment, classification, characteristics and purpose of goods.
3.6. Pricing methods, strategy and pricing tactics.
3.7. Marketing fundamentals (marketing concept, marketing management fundamentals, methods and directions of market research).
3.8. Patterns of market development and the formation of demand for goods.
3.9. Management theory, macro- and microeconomics, business administration.
3.11. Basics and principles of PR technologies.
3.12. Psychology and principles of sales.
3.13. Features of the brand, production technology.
3.14. The procedure for the development of business plans and commercial terms of agreements, contracts.
3.15. Trade and patent law.
3.16. Business ethics.
3.17. Rules for establishing business contacts.
3.18. Foundations of Sociology and Psychology.
3.19. Foreign language.
3.20. Enterprise management structure.
3.21. Methods of information processing using modern technical means of communication and communication, a computer.
6. During the absence of the brand manager (vacation, illness, etc.), his duties are performed by a person appointed in accordance with the established procedure. This person acquires the corresponding rights and is responsible for the improper performance of the duties assigned to him.
II. Job responsibilities
Brand manager:
1. Studies the features of the promoted product, analyzes the requirements of consumers for the product based on the results marketing research.
2. Performs market analysis, identifies target consumer market segments for product offering.
3. Develops a strategy for promoting a product to the market, taking into account the proposals of marketing and advertising departments for conducting advertising campaigns, exhibitions, presentations, and other PR-actions.
4. Organizes product presentations to potential buyers and consumers, thematic seminars (professional advice on consumer properties and product qualities).
5. Develops a pricing policy for the product, determines the conditions for the sale of goods (a system of discounts and benefits for certain groups of buyers).
6. Predicts sales volumes.
7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the company at the first stages of product promotion and develops proposals to minimize them.
8. Develops sales schemes for the product (from the creation of new sales divisions to the reconstruction of existing sales channels).
9. Organizes contractual work in the department dealing with the product, keeps records of payment transactions, analyzes the operational data on the results of sales.
10. Coordinates the merchandising of the product.
11. Monitors the position of the product on the market (the course of product sales, demand for it), determines and analyzes the attitude of consumers to the product.
12. Identifies unsatisfactory product parameters, customer requirements for the product (not included in the product) and reports them to the design, technological and production units for adjusting the product, giving it new consumer properties.
13. Monitors the pricing policy and demand for brands of competitors, determines the position of the product relative to similar or similar products of competitors.
14. Coordinates and controls the work of subordinate employees.
15. Prepares reports for the management of the enterprise on the work done.
17. Performs other related responsibilities for the promotion and sale of the product.
III. Rights
The brand manager has the right to:
1. To independently determine the forms and methods of brand promotion and establishment of business relations with consumers.
2. Sign and endorse documents within their competence.
3. Request, personally or on behalf of the immediate supervisor, from the heads of the enterprise departments and specialists, information and documents necessary to fulfill it job duties.
4. To get acquainted with the documents defining his rights and obligations in the position held, the criteria for assessing the quality of the performance of official duties.
5. Submit proposals for improving the work related to the responsibilities provided for in this instruction for consideration by the management.
6. Require the management of the enterprise to ensure the organizational and technical conditions and the execution of the established documents necessary for the performance of official duties.
IV. A responsibility
The brand manager is responsible for:
1. For improper performance or non-performance of their duties provided for by this job description - within the limits established by the current labor legislation Russian Federation.
2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage to the enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.
Type of document:
- Job description
Keywords:
- Economy
1 -1
Creating a new product, analyzing its market, pricing and quality control are the direct responsibilities of the product manager.
He completely controls the production process, is engaged in marketing and cooperates with those. support.
The product manager is the liaison between all specialists, executives, engineers and the rest of the company.
Main functional responsibilities
The main task of the product manager is team building, specialists in their field, with the help of which a high-quality product will be made. He is responsible for the entire production process, from the very first to the last stage. Further implementation is also on his shoulders.
He is a kind of leader, defines the development strategy and makes important decisions. But it is important to understand that a product manager is not a full-fledged director; to a large extent, his organization of leadership over people is built on respect and trust.
His authority does not include direct power over subordinates, so an illiterate manager who decides to command the participants in the process disrespectfully will most likely not achieve a positive result.
TO interesting properties product manager can be attributed to the fact that he does not perform any one task, but is versatile specialist... He needs to listen to the opinions of employees and the customers themselves. In the future, based on their opinions and preferences, conclusions are drawn that are reflected in the production of the product and its quality.
Direct responsibilities and tasks that can be prescribed in the job description of a product manager:
- creation and implementation of a new product;
- control Key Indicators Efficiency;
- creation of a price category;
- sales management;
- competitive market analysis;
- development of a program to increase sales;
- creating quality marketing;
- presentation of the project;
- communication with the client;
- creation of a development strategy.
The entire life cycle of a product manager can be summed up in a few words. At the initial stage of creating a product, the main task is to define it, to understand what to create. Next, you need to create a team and do everything to ensure that it worked productively... Ultimately, he needs to take care of the release of the product.
Taking a closer look at the entire creation cycle, the diagram looks like this:
- planning and detailed analysis;
- design development of packaging;
- conducting tests after implementation;
- presentation of the finished product.
Depending on the complexity of the organization of the creation process or the norms of an individual company, the responsibilities of a product manager can be divided between by two or more performers, while in the job description of each product manager, his functional tasks should be fixed.
The first performer is responsible for business processes, his position is called product manager, and the second for technical part – technical manager by product.
When looking for a job and further interviewing an employer, the product manager needs to prepare and take into account several factors. At the interview, the applicant needs to think not only about future functional responsibilities.
Next, we will try to consider the most popular questions that are raised at an interview with a future employee of the company applying for the position of a product promotion manager or a service promotion manager.
For successful communication with the employer, of course, it is important to know all the information and correctly answer the questions asked. But you also need to take care of minor, but very important things, such as appearance, a well-written resume... It is imperative to work on the presentation of information and on your own confidence. And don't forget about punctuality.
Skills that a successful product manager must possess:
- the ability to win over people and build successful communication with them;
- ability to think strategically and organize work processes;
- the ability to build a competent team;
- have creative thinking;
- resistance to stressful situations;
- be a real leader;
- know your perfectly professional duties.
Consider 10 popular questions that can be asked at an interview:
- What is the most interesting and main project you have worked on? Explain why he is;
- Do you enjoy working as a product manager and why did you become one?
- How do you plan to improve the process of creating a product in our company in the future?
- What professional tools do you use to create your development process?
- What difficulties and unpleasant situations did you experience at your previous job?
- What do you recommend to improve in the packaging of our site to increase conversion?
- What situations during work hours can throw you off balance?
- What failures in your career do you remember the most?
- In what three words can your previous colleagues describe you?
- Why did you choose our firm?
Work on these issues and on the other qualities described, and then you will be inevitable.
The monthly income depends on the size of the city, on the success of the company and on the personal and professional skills of the product manager himself.
In Moscow, the monthly payment is from 100,000 to 250,000 rubles.
In Kaliningrad, a product manager has a monthly income of 30,000 to 90,000 rubles.
In Krasnodar, the average salary reaches 80,000 rubles a month.
Highest paying product manager jobs in big cities such as Moscow and St. Petersburg. The level of wages decreases as the city shrinks. Also income depends on the work experience of the applicant, recommendations from previous jobs, a correctly written resume.
Self-improvement, development of professional and personality traits will lead to imminent success, which will directly affect monthly income, demand and career growth.
For more information on who a product manager is and how to become one, see the video:
More and more companies appear on the Ukrainian market, whose personnel work in accordance with the requirements of world standards. Often, in terms of the content of the duties performed and in terms of name, this or that position meets the rules of professional classification adopted in a foreign parent company or in a partner company. The problem arises in how to reconcile the content of the actually performed work and the correlation of the name of the profession with that which is recorded in the national State Classifier. In particular, the activities of managers for the promotion and sale of goods and services very often find themselves at a kind of "classification crossroads": Ukrainian names of professions do not always coincide with the standard adopted in foreign practice.
The main goal of any activity commercial enterprise 1 - promoting products or services on the market and selling them with maximum profit. In a small enterprise, these functions can be performed by its owner or one hired manager 2. In large companies operating with a wide range of various goods and services on the national or international markets, with large volumes of supplies, there are areas for which managers of a certain specialization are responsible.
Typically, the areas of responsibility of managers are delimited and relate to the following areas:
- promotion of goods and services on the sales market;
- marketing and direct sales of the product itself (sale);
- organization of advertising;
- maintaining public relations.
General characteristics of managers
for the promotion and sale of goods
As a rule, one of the top managers (vice president of the company, deputy general director of the enterprise, etc.) is responsible for the development of the marketing and sales policy of the organization and the general management of activities in this direction. Direct management of individual functions is carried out by specific specialized managers: advertising, promoting goods / services on the market, marketing, sales and public relations, etc.
In turn, the activities of such managers in practice often cannot be clearly delineated by boundaries. For example, the individual functions of a marketing manager in some companies may be similar to a number of responsibilities of a sales (sales) manager or advertising manager in other organizations. There are companies in which all the work related to marketing and sales is performed by one manager, and specialists from a separate structural unit are engaged in advertising activities.
The work of specialized middle managers is often closely intertwined. For example, public relations managers may evaluate promotional and other promotional activities for an enterprise's products organized by their advertising or marketing colleagues in terms of their relevance to public relations programs. PR managers often work closely with specialized managers in other areas. For example, together with HR managers, they can participate in the preparation of various means of internal communication in the enterprise (stands, brochures, leaflets, electronic journals) providing feedback between management and employees of the company. Together with managers of economics and finance, they can participate in the preparation and publication of reports and reports on the results of the enterprise, using various means of communication, both inside and outside the enterprise.
The distribution of responsibilities between specialized managers, as well as the number of such managers and the degree of their specialization in one company depends on many factors: first of all, on the size of the organization, the specifics of sales markets, the range of goods sold or services provided, etc. National peculiarities of the countries in which the company operates. The peculiarities of the professional classification of the states where the parent company is located or where its owner comes from, or the main representatives of the management, if it is a company with foreign capital, can also leave their mark.
Earlier, in a planned economy in Ukraine, as in the entire Soviet Union, many enterprises had sales departments that performed most of the functions related to the sale of products. With the development of market relations in our country, the role of the product sales unit has increased significantly, and now organizations have several departments (services, departments) whose activities are related to sales, marketing, advertising, etc. Sometimes services that promote and sell goods / services are allocated to separate intermediary trade and sales companies closely related to the manufacturing enterprise (the so-called trading houses).
Product Promotion Managers
and their sales in the professional classification system of Ukraine
The main regulatory document regulating the scope of professional classification in Ukraine is the National Classifier of Ukraine DK 003: 2005 "Classifier of Occupations" ( Further- KP). In accordance with section 3 of the KP "Basic Provisions", "at enterprises, institutions and organizations, records of work are made in the prescribed manner in work books workers in accordance with the professional titles of the jobs specified in Appendices A and B ". Also in clause 2.14, approved by the joint order of the Ministry of Labor, the Ministry of Justice and the Ministry of Social Protection of Ukraine dated July 29, 1993 No. 58, it is stated that “records of the name of the job, profession or position for which the employee is hired are performed for workers and employees in accordance with the name professions and positions specified in the KP.
Below in table 1 the examples of the main professional titles of the work of managers (managers), indicated in the CP, are given, which to one degree or another are associated with the promotion of goods on the market and their sale.
Tab. 1. Main professional titles
work of managers in KP of Ukraine
|
CP code |
Professional title of work / In original language |
| Commercial Director / Commercial Director | |
| Head of Sales (Marketing) Department / Head of Viddilu Zbutu (Marketing) | |
| Head of the commercial department / Head of the commercial department | |
| Head Artist (Advertising) / Head Artist (Advertising) | |
| Head of Department (Advertising, Public Relations) / Head of Viddilu (with advertisements, sounds from the community) |
|
| Director small firm(insurance, audit, advertising, etc.) / Director of a small company (insurance, audit, advertising) | |
| Agency manager (insurance, trade, real estate, advertising, etc.) / Keruyuchy agency (insurance, trade, non-hassle, advertising only) | |
| Manager (steward) in the trade in vehicles / Manager (steward) in the trade in vehicles | |
| Manager (steward) in wholesale trade/ Manager (steward) in the wholesale trade | |
| Sales manager (manager) / Manager (manager) zі zbutu | |
| Public Relations Manager (Governor) / Manager (Governor) from the links from the community |
|
| Manager (steward) software foreign economic activity/ Manager (steward) from the leading economic activity | |
| Advertising Manager (Manager) / Advertising Manager (Manager) |
Each enterprise in Ukraine independently decides on the organization of its activities. Article 64 of the Economic Code of Ukraine states:
An enterprise may consist of production structural units(productions, workshops, departments, teams, bureaus, laboratories, etc.), as well as functional structural divisions of the management apparatus (directorates, departments, bureaus, services, etc.).
The functions, rights and obligations of the structural units of the enterprise are determined by the provisions on them, which are approved in the manner determined by the charter of the enterprise or other constituent document.
The enterprise independently determines its organizational structure, sets the number of employees and the staffing table.
The company independently decides whether it needs to create one division for the relevant purposes (for example, a sales department) or it is advisable to disperse individual functions among specialized divisions (for example, in the advertising sector, public relations services, product promotion to foreign markets, etc.). ), which can be led (led) by appropriate managers (chiefs). However, when choosing the names of the positions of heads of structural divisions, it is necessary to take into account the requirements of the commercial proposal.
Sometimes it may not contain suitable professional job titles that fully correspond to the specifics of a particular structural unit. In this case, you can use Note 2 of Appendix D to the KP, which says that for internal use, KP users can expand the corresponding professional titles of work with terms and words that specify the place of the robots, the functions performed, the field of activity.
So, for example, if the company has a unified PR and media relations service, it can be written in the Regulations that it is headed by a PR manager. mass media... That is, you can use the basic professional title of the work from the KP "Manager (steward) in public relations" with the KP code 1475.4 and supplement it with the words "and the media" (the term "steward" in the base title is mentioned as an alternative name that can use instead of the English term "manager"). The job description of such a manager, accordingly, can be supplemented with duties that more specifically and fully reflect the specifics of his work with the media.
The main responsibilities of managers
Most of domestic qualification characteristics professions of these managers, which are the basis for the development of job descriptions, is published in the Handbook of the qualification characteristics of the professions of workers (issue 1) "Professions of workers common to all types of economic activity", as well as in some other issues. For a general understanding of the functions of this category of managers, we present their main responsibilities and tasks, drawn up on the basis of the relevant qualification characteristics. For greater clarity and the possibility of comparison, professional responsibilities are presented in the form of two tables ( tab. 2 and 3), containing the characteristics of the positions closest to each other.
Tab. 2. The main responsibilities of advertising managers and PR
|
Public Relations Manager (Manager) ( PR) |
|
|
|
Tab. 3. Main tasks and responsibilities
manager and head of sales (marketing) department
|
Sales manager (manager) |
Head of Sales (Marketing) Department |
|
|
Product promotion and sales managers
in the International Standard Classification of Occupations 1988 (ISCO-88)
In ISCO-88, all specialized managers of structural divisions are classified in two adjacent initial groups - 1233 "Heads (managers) of sales and marketing services" ( Sales and Marketing Department Managers) and 1234 "Heads of advertising and public relations" ( Advertising and Public Relations Department Managers). These initial groups are included in the small group 123 “Heads of other services” ( Other Department Managers). Such a classification of professions once again confirms the high degree of similarity of these professional categories in terms of the provided functional responsibilities, or, if we use the conceptual concepts of ISCO-88, according to their “ qualification level"And" qualification specialization ".
For greater clarity, we will give examples of the description of these professional categories in ISCO-88:
1233 Heads (managers) of sales (sales) and marketing services... Plan, direct and coordinate the sales and marketing activities of an enterprise or organization under the general guidance of directors and chief executives and in consultation with the heads of other departments.
Job responsibilities:
- planning, directing and coordinating the sales and marketing activities of a company or organization;
- planning and organizing special sales events and marketing programs based on sales data and market assessments;
- determination of a price catalog, a system of discounts and delivery terms, funds for product promotion, sales methods, additional social events and campaigns;
- planning and management of ongoing work;
- presentation of their service at the level of other departments of the organization and outside of it;
- Head of Marketing ( Department manager, marketing);
- head of sales department (sales) ( Department manager, sales).
1234 Advertising and public relations executives... Plan, direct and coordinate advertising, public relations and information activities of an enterprise or organization under the general direction of directors and chief executives and in consultation with the heads of other structural divisions.
Job responsibilities:
- planning, directing and coordinating the activities of an enterprise or organization for advertising and public relations;
- negotiating advertising contracts with representatives of newspapers, radio, television, sports and cultural organizations, advertising agencies and companies;
- planning and implementation information programs in order to inform legislators, the media and the general public about the plans, achievements and principles of their enterprise or organization;
- planning and managing various foundations for educational, humanitarian and other non-profit organizations;
- control costs and ensure efficient use of resources;
- development and management of production and administrative activities;
- planning and management of ongoing work;
- management of selection, training and placement of personnel;
- presentation of their service at the level of other departments of the organization or outside of it;
- fulfillment of duties related to the content;
- supervising other workers.
Examples of occupations in this starting group:
- Head of Advertising ( Department manager, advertising);
- Head of Public Relations ( Department manager, public relations).
Other types of promotion managers
and sales of goods and services found in world practice
In addition to the above main names of professions (positions) in the field of promoting goods and services on the market, in the practice of many companies (especially in large and transnational corporations), there may be other specializations of managers of this category.
For example, advertising managers in small and medium-sized enterprises have one to three advertising specialists under their subordination, act as a link between the enterprise and the advertising agency. In large corporations and specialized advertising companies, managers for advertising or other relevant areas of activity can manage the work of several structural divisions, specializing, for example, in control and accounting, planning and budgeting of advertising costs, interaction with the media, work of a creative ("creative") nature ( in-house accounting, media services and creative departments). These divisions are led by "media" and "creative" managers ( media and creative managers).
There is also such a specialization as promotion managers ( promotion managers). These managers design and implement programs to promote products and services on the market, which include a combination of the use of advertising media and incentives for consumer purchases. To establish close contact with customers (dealers, distributors or direct consumers) are used different methods: direct mail(sending emails directly to potential buyers), "telemarketing", loyalty programs, online sales, catalogs, "special events" ( special events) or promotions.
Product Development Managers ( product development managers) specialize in the development of certain products, plan their entry and promotion in various markets. For this, the necessary marketing research is carried out, forecasts and plans are drawn up. Their activities cover the entire "product life cycle" - from its conceptual development to successful commercial implementation on the market.
Brand managers and / or product managers ( brand or product managers), that is, managers of certain brands (well-known brands) or goods / services, develop, plan and implement marketing activities to promote them in the market. Moreover, each product of the company goes through its own own path to the market, often competing with the counterparts of their own company. These managers act as coordinators of the work of specialists in the fields of production, advertising, marketing research, sales, distribution and finance.
Sales managers ( sales managers) develop and direct programs for the sale (marketing) of products - mainly consumer goods. They define territories for sales, set performance indicators for their divisions, organize training programs for sales representatives, and advise them. In large companies, a national sales manager is in charge of such a unit. Regional and local sales managers ( regional and local sales managers). They work with dealers and distributors, analyze sales statistics collected by subordinates, determine sales potential, needs for trade inventory, and monitor consumer preferences.
Foreign experience in the classification of specialized managers
in the field of promotion and marketing of goods and services
The main national systems of professional classification of foreign countries use different approaches in the classification of managers in the field of promoting goods / services on the market and their sale, as well as in determining the typical job responsibilities of these workers. In some countries, the division of such managers into narrower specializations is reflected in detail in national classification systems. In others, a generalized approach is used, when national systems reflect only the most typical professions in the field of advertising, marketing and sale of goods and services, and also contain their names and descriptions in a generalized form. Let's consider this with specific examples.
IN USA in the SOC Standard Occupational Classification, the managers considered fall into the following detailed occupational groups ( detailed occupations) with the corresponding codes:
- 11-2011 Marketing and Promotion Managers (Advertising and Promotions Managers). Examples of positions classified in this group: Director of Advertising Campaign ( Campaign Director), Director of Advertising Distribution ( Circulation DirectorMedia Director);
- 11-2021 Marketing managers (Marketing Managers). Examples of positions classified in this group are: fashion or model development coordinator ( Fashion coordinator), marketing director ( Marketing Director);
- 11-2022 Sales (distribution) managers (Sales Managers). Examples of positions classified in this group: Sales Director ( Director of SalesExport Manager), Regional Manager by sales ( Regional Sales Manager);
- 11-2031 Public Relations Managers (Public Relations Managers). Examples of positions classified in this group: Director of fundraising, usually for charitable or other non-profit purposes ( Fundraising Director), Director of Public Information ( Public Information Director), director for ensuring publicity (openness) of activities ( Publicity Director).
In Great Britain In the SOC Standard Occupational Classification, there are two initial groups for managers of interest:
- 1132 Marketing and Sales Managers (Marketing and Sales Managers), which includes the following job titles: Business Development Manager ( Business Development Manager), commercial manager ( Commercial Manager), export manager ( Export Manager), Marketing Manager ( Marketing Manager), specific product manager ( Product Manager), Sales and Marketing Director ( Sales and Marketing Director), Sales Manager ( Sales Manager);
- 1134 Advertising and Public Relations Managers (Advertising and Public Relation Managers), which includes the following job titles: advertising manager ( Advertising Manager), director of media relations ( Media Director), public relations manager ( Public Relations Manager), manager for ensuring the publicity of activities ( Publicity Manager).
Australian ASCO's standard occupation classification includes, under code 1231-11, the basic occupation: sales and marketing manager (Sales and Marketing Manager), which includes specializations such as advertising manager ( Advertising Manager) and market research manager ( Market Research Manager).
Sometimes certain difficulties may arise in establishing differences in functional responsibilities between managers of a narrower specialization. The practice of activities of large transnational corporations, which is reflected in their announcements of available vacancies, materials of professional associations (for example, marketing), as well as special literature.
The following are examples of some of the typical job responsibilities and assignments for brand, promotion and sales managers, derived from the study and analysis of such materials. These examples can be used as additional materials in solving the issues of distribution of job responsibilities between managers of the relevant areas, the development of regulations on specialized structural units in the field of marketing and sales, as well as job descriptions for the relevant categories of employees. For greater clarity and the possibility of their comparison, the functional responsibilities and tasks of these managers are presented in table 4.
Tab. 4. The main tasks and responsibilities of brand managers,
product managers and sales managers
|
Brand managers (brand managers) or product managers ( Brand or Product Managers) |
Product promotion managers on the market, or promotion managers ( Promotion Managers) |
Sales managers ( Sales Managers) |
|
|
|
__________
1 Here and below, the term "enterprise" means any production or commercial organizational unit - an enterprise, organization, company, firm, etc.
2 Here and below, the term "manager" is used in a broad sense to refer to all managers and leaders different levels(directors of enterprises, heads of structural divisions, their deputies, etc.), as is customary in international practice and in most national classifications of English-speaking countries. In the professional classification system of Ukraine, this English-language term is used in a narrow sense - only to designate that specific category of managers, which are classified in subsection 14 "Managers (managers) of enterprises, institutions, organizations and their divisions" of the Classifier of professions DK 003: 2005.
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Promotion Manager- a specialist who studies the features of the promoted product, analyzes the requirements of consumers for the product based on the results of marketing research and develops a strategy for promoting the product to the market. Our job description of the promotion manager spelled out the duties of this specialist, including: pricing policy by product, defining the terms of sale of goods and developing a sales scheme for products.
Promotional Manager Job Description
APPROVED
General manager
Surname I.O.________________
"________"_____________ ____ G.
1. General Provisions
1.1. Promotion manager belongs to the category of managers.
1.2. Appointment to the position of promotion manager and dismissal from it is made by order of the general director of the organization on the recommendation of the personnel manager.
1.3. The promotion manager reports directly to the CEO of the organization.
1.4. During the absence of the promotion manager, his duties are performed by another specialist appointed by the order of the general director of the organization, who acquires the corresponding rights and is responsible for the proper performance of the duties assigned to him.
1.5. A person with a higher professional (economic) education, additional training in management and marketing, as well as at least two years of experience in a similar position is appointed to the position of promotion manager.
1.6. Promotion manager should know:
- laws and regulations governing the implementation of entrepreneurial and commercial activities;
- market economy, entrepreneurship and business fundamentals;
- market conditions;
- assortment, classification, characteristics and purpose of goods;
- pricing methods, pricing strategy and tactics;
- the basics of marketing (the concept of marketing, the basics of marketing management, methods and directions of market research);
- patterns of market development and the formation of demand for goods;
- the theory of management, macro- and microeconomics, business administration;
- advertising basics, forms and methods of advertising campaigns;
- fundamentals and principles of PR technologies;
- psychology and principles of sales;
- brand features, production technology;
- the procedure for the development of business plans and commercial terms of agreements, contracts;
- trade and patent legislation;
- rules for establishing business contacts;
- fundamentals of sociology and psychology;
- foreign language;
- enterprise management structure;
- methods of information processing using modern technical means of communication and communication, a computer.
1.7. The promotion manager is guided in his activities by:
- legislative acts of the Russian Federation;
- the charter of the organization, internal labor regulations, other regulations organizations;
- orders and orders of the management;
- this job description.
2. Functional responsibilities promotion manager
The promotion manager has the following job responsibilities:
2.1. Studies the features of the promoted product, analyzes the requirements of consumers for the product based on the results of marketing research.
2.2. Performs market analysis, identifies target consumer market segments for product offering.
2.3. Develops a strategy for promoting a product to the market, taking into account the proposals of marketing and advertising departments for conducting advertising campaigns, exhibitions, presentations, and other PR-actions.
2.4. Organizes product presentations to potential buyers and consumers, thematic seminars (professional advice on consumer properties and product qualities).
2.5. Develops a pricing policy for the product, determines the conditions for the sale of goods (a system of discounts and benefits for certain groups of buyers).
2.6. Predicts sales volumes.
2.7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise at the first stages of product promotion and develops proposals to minimize them.
2.8. Develops sales schemes for the product (from the creation of new sales divisions to the reconstruction of existing sales channels).
2.9. Organizes contractual work in the product department, keeps records of payment transactions, analyzes operational data on sales results.
2.10. Coordinates product merchandising.
2.11. Monitors the position of the product on the market (the progress of product sales, demand for it), determines and analyzes the attitude of consumers to the product.
2.12. Identifies unsatisfactory product parameters, customer requirements for the product (not included in the product) and informs the design, technological and production departments about them to adjust the product, giving it new consumer properties.
2.13. Monitors the pricing policy and demand for brands of competitors, determines the position of the product relative to similar or similar products of competitors.
2.14. Coordinates and controls the work of subordinate workers.
2.15. Prepares reports for the management of the enterprise on the work done.
2.16. Performs other related responsibilities for the promotion and sale of the product.
3. Rights of the promotion manager
Promotion Manager has the right to:
3.1. To independently determine the forms and methods of brand promotion and establishing business relations with consumers.
3.2. Sign and endorse documents within their competence.
3.3. Request, personally or on behalf of a direct supervisor, from the heads of the enterprise departments and specialists, information and documents necessary for the performance of his official duties.
3.4. To get acquainted with the documents defining his rights and obligations in the position held, the criteria for assessing the quality of the performance of official duties.
3.5. Submit proposals for improving the work related to the responsibilities provided for in this instruction for the management's consideration.
3.6. Require the management of the enterprise to ensure organizational and technical conditions and the execution of the established documents necessary for the performance of official duties.
4. Responsibility of the promotion manager
The tourism manager is responsible for:
4.1. Poor quality and untimely fulfillment of the duties assigned to him by the job description within the limits determined by the current labor legislation of the Russian Federation.
4.2. Causing material damage within the limits determined by the current legislation of the Russian Federation.
4.3. Offenses committed in the course of their activities, within the limits determined by the current administrative, criminal and civil legislation of the Russian Federation.
A promotion manager is a specialist who has studied the characteristics of products, analyzed consumer requirements and developed a strategy for the implementation and marketing of a product. An employee in this area usually carries out: the development of pricing policy, the definition of market conditions and the approval of sales schemes.
About the document
The job description of a promotion manager is effective tool personnel management that does not depend on the size of the organization. The document is recommended to display the knowledge, skills and responsibilities that the manager wants to see in his subordinate, as well as a list of the rights assigned to the employee.
The main point of the job description is to ensure the transparency of the work process. That is, it should talk about the direct responsibilities of a specialist, the level of his qualifications, the degree of responsibility, criteria that determine the effectiveness of his work, etc.
Essence and purpose
Correctly drafted job description, corresponding to reality, is an excellent tool that greatly facilitates the adaptation and motivation of staff.
Among the main tasks of an internal local act are:
- definition of a qualification list: level of education, work experience, additional courses, etc .;
- establishment of professional functions: responsibilities, areas of responsibility, scope of work.
The objectives of the job description:
- providing a reasoned answer in case of refusal to hire due to the fact that the applicant does not meet the level of qualification requirements for a vacant position;
- distribution of labor functions between specialists;
- assessment of the quality of work of a subordinate, accepted for a trial period;
- determining the effectiveness of the duties performed;
- the establishment of the discrepancy of the specialist for the position held, due to the insufficient level of qualifications, confirmed by the attestation commission.
Promotional Manager Job Descriptions
The job description of a promotion manager includes certain sections.
Are common
Promotion Manager refers to the management team. Only the director of the organization, in whose direct subordination a specialist is usually located, can appoint and dismiss from it. If the promotion manager is absent from the workplace for some reason (vacation, etc.), then the management may temporarily transfer his rights and responsibilities to another employee.
Borrow vacant post promotion manager is possible if you have a higher economic education, additional training in management and marketing, as well as 2 years or more experience in this area.
The promotion manager must be familiar:
- With legislative framework regulating entrepreneurial and commercial activities;
- With market economy and the basics of business;
- with the methods of compiling and conducting advertising campaigns;
- with market conditions;
- with business administration;
- with trade and patent laws;
- with the rules for establishing and maintaining business contacts;
- with methods, tactics and strategies of pricing;
- with the pattern of market development and the formation of demand for a particular category of goods;
- etc.
The activities of each manager should be based on:
- legislative acts of the Russian Federation;
- , approved labor regulations and other internal local acts of the enterprise;
- current job description.
Functional responsibilities
The promotion manager must be prepared to perform the following functions:
- study of the features of the promoted product and the basic requirements of consumers;
- marketing activities;
- market analysis to identify target consumer segments;
- organization of product presentations or a thematic seminar aimed at attracting a potential buyer;
- making sales forecasts;
- development of a pricing policy for a product in accordance with the terms of sale (application of a system of discounts and benefits for certain categories of goods);
- drawing up a budget for the product, calculating the estimated income, determining profitability, etc.;
- coordination of activities;
- identification of unsatisfactory parameters of the goods and the main requirements of buyers for further transfer to design, production and technological departments in order to eliminate deficiencies;
- tracking pricing policy and demand for similar goods;
- coordination and control of the work of subordinates;
- preparation of the necessary reports for immediate superiors;
- performance of other related duties determined by the job description.
Rights
The manager is granted the following rights:
- Self-determination of options for product promotion and establishment business connection with a potential consumer.
- Signing and endorsing official papers within the limits of their competence.
- Submission of proposals regarding the modernization of their activities for the consideration of the head.
- The opportunity to get acquainted with the documentation regarding the rights and obligations for the function performed.
- Sending requests on behalf of yourself or on behalf of your immediate superiors in order to obtain information necessary to perform the duties set out in the job description.
The video below will tell you about the difference between a product manager, a commodity manager, a promotion manager:
A responsibility
The promotion manager may face disciplinary, civil, administrative or criminal penalties, depending on the severity of the misconduct committed. The job description is an internal local act of the organization and should not diminish the rights of employees, enshrined in the current legislative framework.
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