Category Manager - PVC & Tanks

Job Purpose

Plan, assign and monitor territory level targets in line with Regional plan, achieve sales, realization and collection targets by building relationship with channel partners and implement sales promotional & advertisement activities within the assigned area (Depot).

Job Context & Major Challenges

UltraTech Cement is the largest cement manufacturer in India with an installed capacity of about 68 million tonnes. The company has production facilities in 17 locations spread across the country and has plans to grow further than acquisition and green field expansion. The Ultratech brand occupies a premium position with a market capitalization of Rs. 81438 crores. The Indian cement industry has a capacity of 409 million tonnes and a supply demand gap putting pressure of prices due to excess capacity. The market has strong regional Indian and MNC players in each Zone and has strong brand competition.

The challenge will be to create compelling differentiation in Cement sales for achieving premium in pricing & exceeding Customers expectations through service excellence. Align & adopt a One UltraTech approach and leverage on strong relationship with channel partners to provide end to end construction solutions and stay ahead of the competition.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Branding and Improving Brand Equity

• (A) Organize promotional activity as per the plan for Territory in order to drive positive brand equity index
• (R) Identify the locations for the hoarding placement, wall paintings etc. and timely distribution of the sales promotion material
  
  

KRA10 Sales and Marketing Plan

• (R) Formulate pricing strategy for various markets in alignment with the competitive environment and long term business objective
• (R,A) Derive sales plan with dealer and retailer, product-wise, month wise to ensure desired counter share and market share achievement
  
  

KRA2 Business Delivery

• (A) Ensure easy availability and replenishment of allied products as per agreed SLAs, communication of pricing, discounts of allied products to UBS outlets
• (A) Ensure the achievement of the sales target for the Depot (including UBS allied products) at agreed price positions
• (A) Ensure timely collection of payments for keeping receivables under control / follow-up for timely collection of payment against sold material in the assigned area
• (A) Explore the possible locations for new inventory points within the assigned territory in line with i2 network analysis
• (A) Follow up with Zonal coordinator-UBS for setting up of UBS of identified counters
• (R) Ensure implementation of the norms related to Sales administration, Debtors, Receivables and Inventory control as prescribed by the Zonal office
• (R) Monitor Depot wise cost budgets (like travel, mobile & misc) and its actual vs. budgeted variances and take corrective action wherever required
• (R) Monitor, modify and direct the Regional sales team to achieve the sales, realization and collection targets
• (R) Recommend credit limit for high value customers and monitor the receivables
  
  

KRA3 Business Development

• (R) Co-ordinate with allied product vendors for business development of UBS format
• (R,A) Work towards increasing the business and profitability of channel partners by helping them in increasing sales from existing customers and in acquisition of more customers
  
  

KRA4 Channel Management

• (A) Collect the security deposit at the time of appointment dealer and enhance it according to the norms of the company and exposure in the market place
• (A) Ensure that UBS outlets deal in all category of products
• (A) Identify channel partners for prospective UBS format and develop UBS stores
• (R) Explore non conventional channel for service and development of network
• (R) Monitor dealer's / customer's credit worthiness and alert management in case of any adverse developments
• (R) Plan for expansion of dealer / retailer network with Depot Heads based on CEMTRAK DPI's
• (R,A) Adhere to call cycle plan, collect the orders & payments and update SFA on real time basis
  
  

KRA5 Competition Tracking

• (A) Obtain first hand information about competitors at retailer level on Cemtrak parameters (NR, DOD, CS, ACV, MS).
• (R) Develop suitable market intelligence system and keep track of competitors activities in the areas of sales promotion, orders, supplies and product innovations by interaction with customers, agents, competitors, trade associations and professional bodies
• (R) Drive various customer loyalty programs continuously and build differentiation with the competitors
  
  

KRA6 Customer Service and Responsiveness

• (A) Provide effective customer care service and attend the product and service related queries and resolve grievances as per SLAs to ensure customer loyalty and satisfaction
  
  

KRA7 Influencer Management

• (R) Redistribute the budgeted technical activities taluka wise based on the TSM feedback / market requirement to attain targeted market share
  
  

KRA8 People Management

• (R) Drive the PMS process as per the guidelines
• (R) Ensure action planning and implementation of actions suggested by vibes and team vibes
• (R) Use reward and recognition to promote meritocracy
• (R,A) Drive and lead team initiatives, promote effective communication to align and build engagement among team members
  
  

KRA9 Planning and Budgeting

• (R,A) Plan, assign and monitor Territory level targets to ensure yearly P&B (volume, market share, product mix, market mix, NCR, iOutperform) numbers are achieved