Job Summary

Plan, develop and nurture painter community to generate long term business relations. Engage painters through various initiatives / programs.

Job Context

Birla White (BW) is White Cement division of UltraTech Cement Limited and is a PL centre. It commands over 45% of market share in White Cement and 31% in Wall Care Putty. Both the products command impressive premium in pricing over nearest competitors owing to superior quality attributes. During last 10 years Birla White has grown from a single commodity product to significant value added products driven business.

Birla

White specialty products include Wall Care Putty, Textura, Level Plast, Birla white primer GRC.

Birla

White has accelerated recent product launches.

Birla White

Putty has been awarded exclusive patent for White Cement based putty. This strengthens brand and reaffirms significant better quality of the company products.

Birla

White was awarded Green-pro certificate from CII for each of the fragrance putty. Patent filed for atleast 4 more products. A new sales strategy has been formulated to drive fast-paced and sustainable business growth - i. Shift in selling model from stockist/wholesaler focus to retail focussed business strategy. ii. Intense monitoring of Retailer secondary and consumer sales. iii. Most of the stockist sales to Retailer shifted to IT software Tally secondary, allowing Birla White improves monitoring and better analytics for its business across all Sales Area. iv.



Availability of daily retailer secondary sales is creating a huge potential to improve sales in weaker territories and promote entire range of products. Plans of (a)Repair, (b) Enhance and (c)Differentiate in place for each type vii. Classified states into 4 categories basis the market share to bring focus in each type ix. High focus on expanding Birla White product availability in paint outlets critical for next phase of Birla White business transformation and expansion of company s portfolio across paint category. ix. Shift from earlier approach of high absolute margin to higher profitability through improved market share. x. Strategy shift from One Size Fits All pricing approach to market related segmented pricing/promotion approach to regain back lost ground from weaker markets. xi. Re-establish channel loyalty with better servicing and friendlier loyalty programs Xii. Very low entry barriers in the category. xiii. Very high focus of paint majors in putty.

Responsibilities

- KRA1 Painter Engagement: Deep route analysis of present data base painters universe - Town wise/ sales area wise /state wise / zone wise
- KRA1 Painter Engagement: Working on painter universe for BW products/applications
- KRA1 Painter Engagement: Developing club criteria for applicators Recognition
- KRA1 Painter Engagement:



Application wise segmentation of painters /applicators (WC / WCP / Tex / LP. Etc)
- KRA1 Painter Engagement: Ensure mapping of painters to sales force/ Retail counters
- KRA1 Painter Engagement: Addition of new painters applicators - deep drive to Town wise/ sales area wise /state wise / zone wise.
- KRA1 Painter Engagement: Analysis of existing painter engagement program modification as per market dynamics
- KRA1 Painter Engagement: Analysis of competitor loyalty program engagement programme
- KRA1 Painter Engagement: Work on Efficacy of painter engagement programmes
- KRA1 Painter Engagement: Implementation of painter loyalty program time to time
- KRA2 Training: Understand the need develop customised training programmes for the stakeholders.
- KRA2 Training: Issue Certification ID card to painters after training
- KRA2 Training: Plan, develop and nurture painter community - Soft skill development, long term /short term plans
- KRA2 Training: Encourage painters to submit KYC and compliance
- KRA3 Market research: Keep abreast with industry and market trends and best engagement practices
- KRA3 Market research: Gather market information on consumer insights, competitor activities and product information across PAN India.

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

📌 Lead Painter Engagement (Mumbai)
🏢 Aditya Birla Insulators
📍 Mumbai