To drive superior one-to-one consumer
engagement programs across the portfolio of food brands, which, while
delivering scale and extendability:
1. Enable consumer product trial/sampling
2. Disseminate key product benefits
3. Bring alive the brand experience for
the consumer by
ensuring the design & implementation of activation programs in line with brand
guidelines, within the stipulated time, at optimal cost, and superior to the competition.
Key Objectives :
· Quality of implementation of consumer
programs
o No. of programs implemented for each brand cutting across various
touchpoints (eg: Home
including resident welfare associations, IN-Store, Out of Home Points of
congregation - Malls, Cinemas, Haats, Exhibitions, Kitty Parties, Horeca’s)
· Delight the consumer at every
touchpoint
o Implement and strictly monitor evaluation metrics and checklists
that ensure requisite quality of people & materials for various kinds of
programs
o Collection of consumer databases
o Cascading standardized training modules for brand promoters and
conducting quality checks on the ground to check adherence to the same
· Build a network of high Quality
Agencies
o Participate in conducting
pitches to onboard agencies by activation type
o Ensure adherence to
standardized costs by activation type
o Regular reviews based on execution quality measured through set performance criteria for the
agency
· Implement quality and audit systems
o Audit
implementation quality
o Daily/weekly/monthly reports on
programs that enable timely and actionable feedback to all stakeholders
· Cost per contact to be benchmarked to the best in the
industry
o Continuously drive down cost per
contact through both efficient and effective means
· Working effectively with
all partners to drive buzz, scale, and smooth implementation.
Requirements
Knowledge
o Brand objectives and role of
consumer activation for each brand.
o Research methodology and techniques
to evaluate activation programs.
o Best practices - Do's & Don'ts
of different engagement points.
o Materials, costs, and times for
fabrication of various elements involved.
o Ability to understand and develop
standardized & measurable processes on training, audits, information flow, and evaluation
o Influencing skills to ensure
process adherence by both internal and external stakeholders
o Budget monitoring
o Negotiation with agencies &
vendors.
Attitude
o Complete ownership of the one-to-one consumer engagement touchpoint.
o Personal demonstration and
presence in the programs to obtain "unfiltered" feedback.
o Ability to respond quickly to
opportunities.
o "Nothing is impossible"
approach.
Skills Required
- Knowledge of brand objectives and the role of consumer activation for each brand
- Knowledge of research methodology and techniques for evaluating activation programs
- Knowledge of best practices for different consumer engagement touchpoints
- Knowledge of materials, fabrication costs, and timelines for activation program elements
- Ability to develop standardized and measurable processes for training, audits, information flow, and evaluation
- Influencing skills to ensure process adherence among internal and external stakeholders
- Budget monitoring skills
- Negotiation skills with agencies and vendors
- Ownership of one-to-one consumer engagement touchpoints
- Willingness to personally participate in programs and obtain direct consumer feedback
- Ability to respond quickly to opportunities
What We Do
ITC is one of India's foremost private sector companies with a Gross Revenue of ₹ 69,446 crores and Net Profit of ₹ 20,422 crores (as on 31.03.2024). ITC has a diversified presence in FMCG, Hotels, Packaging, Paperboards & Specialty Papers and Agri-Business. ITC's aspiration to be an exemplar in sustainability practices is manifest in its status as the only company in the world, of its size and diversity, to be carbon, water and solid waste recycling positive. In addition, ITC's businesses and value chains create sustainable livelihoods for more than 6 million people, a majority of whom represent the poorest in rural India
