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 productive 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.