I. UNIT LAUNCH MARKETING ACTIVITIES Unit Branding, PreLaunch Activities, Launch Plans, Execution of Launch 1. Ensuring all collaterals, as per the unit opening checklist, reach the unit as per timelines mentioned. 2. Execute the promotion plan as per directions of reporting authority. 3. Prepare a report on the launch specifying the impact of the same.
II.MARKETING ACTIVITIES FOR THE UNIT
A. Events & Festivals
1. Provide feedback on the plan & collaterals presented. Suggest corrective guidelines.
2. Provide approval/rejection on the concept of collaterals along with Business Head.
3. Study the impact report and provide necessary feedback.
B. Mall Branding
1. Providing approval/rejection on the plan presented by the reportee for mall branding.
2. Provide approval/rejection on the creatives along with Business Head.
C. Cross Promotions and Tie-ups
1. Provide approval/rejection on the same.
2. Review the impact.
D. Sponsorships
1. Review the sponsorship program presented by reportee.
2. Study the cost benefit analysis and provide approval / rejection on the proposal.
3. Study the impact post the event, if applicable.
E. ATL & BTL Activities
1. Provide feedback on the plan / budget / creative for the activity.
2. Review the impact.
F. Sick-Unit Recovery
1. Provide feedback on the plan / budget / creative for the activity.
2. Review the impact.
G. Unit Loyalty Creation
1. Provide feedback on the plan / budget / creative for the activity.
2. Review the impact.
H. Sales Analyses and Strategizing
1. Provide feedback on the plan / budget / creative for the activity.
2. Review the impact.
II.
MARKETING FOR THE BRAND
A. PR
1. Coordination with the PR agency to devise brand level property.
2. Work closely with the PR agency for profiling top management.
3. Strategize with the PR team to improve the Brand positioning in the minds of the customer.
4. Ensuring all steps are taken for Proactive and Reactive Crisis Management.
5. Creating a healthy rapport with Food Bloggers and Hospitality & Business Journalists.
B. Online - Website, Social Media, ORM, SEO
C. Awards
1. To ensure that the brand is being represented in various Food Award Forums.
2. To ensure that the brand has a positive image so that it may be selected as the best in the category.
D. Marketing Calendar
1. Provide approval/rejection on the Marketing Calendar along with Business Head.
E. Brand Marketing Manual
1. Work closely with the creative agency to prepare and update the Brand Marketing Manual.
2. Ensure that every creative is in accordance to the instructions of the Brand Marketing Manual.
F. Brand Visibility
1. Explore new avenues in Brand Visibility.
2. Ensuring Brand Visibility which is cost effective and which promotes the brand in the best possible manner.
3. Creating a positive attitude towards the brand in the minds of the Target Segment.
G.
Competitor Analysis
1. Provide feedback on Competition Analysis and recommendations as provided by reportees.
H. Brand Reputation Management
1. Ensuring all Marketing related collaterals and signages in the unit are as per the Brand Marketing Manual.
2. Ensuring the look and feel, ambience, uniforms, branding, etc is in conformity with the brand positioning and guidelines of the Brand Marketing Manual.
I. Loyalty Programs
1. Provide feedback on the plan / budget / creative for the activity.
2. Review the impact.
J. Brand Extensions & Allied Businesses
1. Build on concepts provided by Business Head. Prepare details of the product and plans for its launch.
2. Gain approval of the same from the reporting authority.
3. Ensure execution of the plan by reportees.
4. Study the impact.
K. Brand Personality Management
1. Timely updations to the personality of the Brand including but not limited to uniforms, ambience, service protocols, rituals at the unit. Offer recommendations and inputs to liven up the brand at regular intervals.
L. Market & Brand Research
1. Direct market research activities to obtain contructive feedback for improving the sales and other personality aspects of the brand.
M. Marketing SOPs
1. Creating, developing and updating the Marketing SOP.