Free Brand Manager Course (6Months)

Brand Manager:

Brief Job Description

A Product Manager is responsible for implementation of promotional and branding framework of a product and coordination with the sales function to ensure effective implementation of the branding strategies.

Personal Attributes

The individual should have good understanding of the product development processes and attributes of the product. An individual should have thorough knowledge of automotive industry. An individual should have good marketing, research and analytical skills. An individual should have ability to effectively assess value streams, decision drivers, critical paths to market, competitor assessment and strategic product positioning. An individual should be able to plan and organize tasks and team members. An individual should have excellent communication skills. This job requires an individual to be technically competent, pe rsuasive and strongly focused on goals.

Plan and organise work to meet expected outcomes:

Elements and Performance Criteria

Work requirements including various activities within the given time and set quality standards

To be competent, the user/individual on the job must be able to:

PC1.              keep immediate work area clean and tidy

PC2.              treat confidential information as per the organisations guidelines

PC3.              work in line with organisations policies and procedures

PC4.              work within the limits of job role

PC5.              obtain guidance from appropriate people, where necessary

PC6.              ensure work meets the agreed requirements

Appropriate use of resources

To be competent, the user/individual on the job must be able to:

PC7.              establish and agree on work requirements with appropriate people

PC8.              manage time, materials and cost effectively

PC9.              use resources in a responsible manner

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    the organisations policies, procedures and priorities for area of work, role and responsibilities in carrying out that work

KU2.    the limits of responsibilities and when to involve others

KU3.    specific work requirements and who these must be agreed with

KU4.    the importance of having a tidy work area and how to do this

KU5.    how to prioritize workload according to urgency and importance and the benefits of this

KU6.    the organisations policies and procedures for dealing with confidential information and the importance of complying with these

KU7.    the purpose of keeping others updated with the progress of work

KU8.    who to obtain guidance from and the typical circumstances when this may be required

KU9.    the purpose and value of being flexible and adapting work plans

KU10. how to complete tasks accurately by following standard procedures

KU11. technical resources needed for work and how to obtain and use these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    write in at least one language

GS2.    read instructions, guidelines/procedures

GS3.    ask for clarification and advice from appropriate persons

GS4.    communicate orally with colleagues

GS5.    make a decision on a suitable course of action appropriate for accurately completing the task within resources

GS6.    agree objectives and work requirements

GS7.    plan and organise work to achieve targets and deadlines

GS8.    deliver consistent and reliable service to customers

GS9.    check own work and ensure it meets customer requirements

GS10. anomalies to the concerned persons

GS11. analyse problems and identify work-arounds taking help from

GS12. apply own judgement to identify solutions in different situations

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Work effectively in a team:

Elements and Performance Criteria

Effective communication

To be competent, the user/individual on the job must be able to:

PC1.   maintain clear communication with colleagues

PC2.   work with colleagues

PC3.   pass on information to colleagues in line with organisational requirements

PC4.. work in ways that show respect for colleagues

PC5.   carry out commitments made to colleagues

PC6.   let colleagues know in good time if cannot carry out commitments, explaining the reasons

PC7.          identify problems in working with colleagues and take the initiative to solve these problems

PC8.          follow the organisations policies and procedures for working with colleagues

PC9.   ability to share resources with other members as per priority of tasks

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1. the organisations policies and procedures for working withcolleagues, role and responsibilities in relation to this

KU2. the importance of effective communication and establishing goodworking relationships with colleagues

KU3. different methods of communication and the circumstances inwhich it is appropriate to use these

KU4. benefits of developing productive working relationships withcolleagues

KU5. the importance of creating an environment of trust and mutualrespect

KU6. whether not meeting commitments, will have implications onindividuals and the organisation

KU7. different types of information that colleagues might need and theimportance of providing this information when it is required

KU8. the importance of problems, from colleagues perspective andhow to provide support, where necessary, to resolve these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    complete well written work with attention to detail

GS2.    read instructions, guidelines/procedures

GS3.    listen effectively and orally communicate information

GS4.           make decisions on a suitable course of action or response

GS5.           plan and organise work to achieve targets and deadlines

GS6.           check that the work meets customer requirements

GS7.    deliver consistent and reliable service to customers

GS8.           apply problem solving approaches in different situations

GS9.           apply balanced judgements to different situations

GS10. apply good attention to detail

GS11. check that the work is complete and free from errors

GS12. get work checked by peers

GS13. work effectively in a team environment

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Maintain a healthy,safe and secure working environment:

Elements and Performance Criteria

Resources needed to maintain a safe, secure working environment

To be competent, the user/individual on the job must be able to:

PC1.   comply with organisations current health,safety and security policies and procedures

PC2. report any identified breaches in health,safety, and security policies and procedures to the designated person

PC3.. Coordinate with other resources at the workplace to achieve the healthy, safe and secure environment for all incorporating all government norms esp. for emergency situations like fires,earthquakes etc.

PC4.   identify and correct any hazards like illness, accidents, fires or any other natural calamity safely and within the limits of individuals authority

PC5.   report any hazards outside the individuals authority to the relevant person in line with organisational procedures and warn other people who may be affected

PC6.   follow organisations emergency procedures for accidents, fires or any other natural calamity

PC7.   identify and recommend opportunities for improving health,safety, and security to the designated person

PC8.   complete all health and safety records are updates and procedures well defined

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    legislative requirements and organisations procedures for health, safety and security and individuals role and responsibilities in relation to this

KU2.    what is meant by a hazard, including the different types of health and safety hazards that can be found in the workplace

KU3.    how and when to report hazards

KU4.    the limits of responsibility for dealing with hazards

KU5.    the organisations emergency procedures for different emergency situations and the importance of following these

KU6.    the importance of maintaining high standards of health, safety and security

KU7.    implications that any non-compliance with health, safety and security may have on individuals and the organisation

KU8.    different types of breaches in health, safety and security and how and when to report these

KU9.    evacuation procedures for workers and visitors

KU10. how to summon medical assistance and the emergency services,where necessary

KU11. how to use the health, safety and accident reporting procedures and the importance of these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    complete accurate, well written work with attention to detail

GS2.    read instructions, guidelines/procedures/rules

GS3.    listen and orally communicate information

GS4.    make decisions on a suitable course of action or response

GS5.    plan and organise work to achieve targets and deadlines

GS6.    build and maintain positive and effective relationships withcolleagues and customers

GS7.    apply problem solving approaches in different situations

GS8.    analyse data and activities

GS9.    apply balanced judgements to different situations

GS10. apply good attention to detail

GS11. check that the work is complete and free from errors

GS12. get work checked by peers

GS13. work effectively in a team environment

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Supervise and evaluate performance:

Elements and Performance Criteria

Supervise & evaluate performance of all subordinates and reporting executives

To be competent, the user/individual on the job must be able to:

PC1..   set goals and targets as per organisational directives for all reporting executives

PC2..   create quantified measures and metrics to analyse the performance deliveredby subordinates

PC3..   set tangible and achievable incentives for subordinates as per the goals andtargets assigned

PC4..   ensure and implement strict adherence of all activities performed bysubordinates to organisational guidelines

PC5..   monitor and supervise all the activities performed by subordinates and ensureoptimisation to achieve the set goals

PC6.    evaluate performance of subordinates and reporting executives on thedesigned measures and metrics as per the guidelines of the Ogranization

PC7..   assist and support reporting executives whenever necessary or applicable

PC8..   document all performance indicators and metrics of subordinates in theprescribed format of organisation

PC9..   perform all appraisal related process flow for subordinates, as per respectiveperformance documents

PC10. handover all the documents and appropriate support measures to humanresources department for official records

PC11. ensure and implement proper process flow for feedbacks and queries receivedfrom subordinates

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    standard operating procedures of the organisation for appraisals, incentives, promotions and performance evaluation

KU2.    operating procedures for query and problem reporting and their redressal in the organisation

KU3.           framework and guidelines prescribed by the organisation for query and problem redressal

KU4.           framework and guidelines prescribed by the organisation for performance evaluations and

based appraisals out of it

KU5.    documentation requirements for each procedure carried out as part of roles and responsibilities

KU6.    institutional and professional code of ethics and standards of practice

KU7.    safety and health policies and regulations for the workplace

KU8.    documentation requirements for appraisals and other performance evaluations of various subordinate positions

KU9.    process flow for performance evaluation, documentation and appraisals related with them

KU10. subordinate and reporting executives problems and queries and documenting it in the organisations prescribed format

KU11. redressal documentations mechanisms available in the organization and actingaccordingly in a timely manner

KU12. software or Format such as MS Word, Excel, PowerPoint and Management Information System (MIS) as prescribed by the organization

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    communicate information and ideas in writing so that the subordinates andpeers can understand

GS2.    create documents required on the job (including requirement sheets, querysheets, response or feedback sheets etc.)

GS3.    write at least one local language

GS4.    read reviews from subordinates in terms of their requirements, queries andfeedbacks

GS5.    read appraisal documents related with any of subordinating position

GS6.    read policies and regulations pertinent to the job

GS7.    interact with all subordinates to understanding their requirements, queries and feedbacks on various aspects within the organisation

GS8.    interact with organisations internal stakeholders to ensure efficient performance evaluation of the subordinates leading to higher levels of satisfaction and motivation

GS9.    analyse information and evaluate results amongst the various available options or metrics on the performance indicators to choose best way to motivate subordinates through: rewards and recognition schemes promotion transfer to other work stream nominate for an executive training any other monetary or non-monetary benefits

GS10. plan work on a daily basisto ensure higher levels of motivated within the teamsupervising wherever required and giving freedom and independence to thesubordinates to ensure high quality work output with minimum superiorguidance leading to holistic development of the subordinate

GS11. ensure all activities performed by subordinates and reporting executives is in sync with broader organisational goals to ensure higher customer satisfaction

GS12. analyse all the queries or problems posted by subordinates and find an appropriate solution acceptable to the subordinates

GS13. deliver and act as per the organisation provided/guided resolutions

GS14. evaluate and identify all key requirements of the subordinates and try to solvevarious issues to ensure higher motivational levels

GS15. assess additional cost burden as a result of various incentives schemes and other rewards & recognition schemes for the subordinates and take an optimum decision to ensure the overall profitability of the organisation

GS16. assess additional cost burden as a result of various incentives schemes and other rewards & recognition schemes for the subordinates and take an optimum decision to ensure the overall profitability of the organisation

Generate insights for marketing plan:

Elements and Performance Criteria

Coordinate the market surveys

To be competent, the user/individual on the job must be able to:

PC1. .   assist both sales function and other external agencies in conducting market research and surveys to gather information about specified OEM markets, trends, competitors, their products, benchmark competitiveness and new technological advances

PC2. .   assist new product innovation (for new launches) & product development (for model/ variant refreshes) team in analysing the research conducted to gather proper information about the customers needs and requirements

PC3. .   define and communicate the overall product strategy and roadmap and analysis of product success to build an effective brand

PC4. .   expand and run all the necessary mechanisms leading to the growth in the overall OEM business including all the techniques in improving an existing product ort launching new products, and other major market programs and activations

PC5. .   deliver required documentation, including prioritized features and justification, ensuring that products lead the market in innovation and performance

Generate insights for developing marketing plan

To be competent, the user/individual on the job must be able to:

PC6. .   contribute to on-going product innovations and identify product expansion opportunities in the future

PC7..     develop the core positioning, key benefits, and communicating the USP of the product

PC8. .   estimate and propose pricing strategies for OEM products to meet sales revenue and profitability goals

PC9. .   develop and present business cases and product requirement documents to introduce new products and improve existing products

PC10. . develop annual sales and marketing plans for specified OEM product line in conjunction with the respective business unit leaders

PC11. . launch a new product within the allocated marketing / product launch budget

PC12. . monitor the spend of the marketing budget allocated against region/ zone

PC13. . work with the marketing, communications and sales teams to help team members understand the product positioning, benefits, target customers, and gotomarket strategy

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    standard operating procedures of the organisation/ channel partner about product marketing strategies and practices

KU2.    standard operating procedures of the organisation/ channel partner about market research and surveys

KU3.    documentation requirements for each procedure carried out as part of roles and responsibilities

KU4.    organisational and professional code of ethics and standards of practice

KU5.    safety and health policies and regulations for the workplace

KU6.    technical specifications and performance benchmarks of OEM products

KU7.    how to coordinate market research and surveys to gather information about specified OEM markets, trends, competitors, and their products

KU8.    future and current OEM product, sales, and end customer plans and dynamics

KU9.    how to analyse the market research conducted to gather proper information about the customers needs and requirements

KU10. how to develop annual sales budget and marketing plans for specified OEM product line

KU11. how to develop product positioning and pricing strategies

KU12. how to develop comprehensive status reports related with financial projections

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    create documentation required on the job (reports of data collected, details aspects of the insights from the various surveys and brand perception as highlighted in the public forums, newspapers, magazines etc.)

GS2.    prepare cost estimates of conducting market research

GS3.    write in at least one language

GS4.    read brochures and technical specifications of the OEM vehicle

GS5.    read & understand technical terminologies used in the automotive industry, financial reports, and basic legal documents related to contracts

GS6.    maintain updated knowledge on the evolving trends, cutting-edge developments in the automotive industry

GS7.    read policies and regulations pertinent to the job as specified in the OEM manual

GS8.    interact with the sales function across OEM and channel partners to elicit information on level of implementation of marketing plan

GS9.    interact with marketing function to understand the improvement areas in the plan

GS10. analyse the data collected from various surveys and how to make best use of the data to develop marketing and brand communication plans basis it

GS11. plan work assigned on a daily basis

GS12. interact regularly with the sales function to have proper knowledge about the of implementation of marketing plan & take corrective actions if required

GS13. ensure that the marketing research is done properly and is error free

GS14. handle unfavourable comparisons of the product with competitors products

GS15. ensure that the results of the marketing research is hurdle free

GS16. analyse unique points of conducting market research and implementing the marketing plan

GS17. evaluate the information gathered from the sales function about the extent of inculcation of marketing plans

Implement the marketing and promotion plan:

Elements and Performance Criteria

Implementing the marketing and promotion plan

To be competent, the user/individual on the job must be able to:

PC1. .   assist both sales function & other external agencies in conducting market research and surveys to gather information about specified OEM markets, trends, competitors, their products, benchmark competitiveness and new technological advances

PC2. .   work in close collaboration with specified accounts to understand future and current product, sales, and end customer plans and dynamics

PC3. .   schedule projects and work closely and collaboratively with R&D, engineering, operations and other departments on the implementation of product requirements and report on progress

PC4. .   develop annual sales and marketing plans for specified OEM product line in conjunction with the respective business unit leaders

PC5. .   develop and present business cases and product requirement documents to introduce new products and improve existing products.

PC6. .   define new product concepts and business cases based on customer needs to the sales function

PC7. .   work with OEM test and validation teams to identify problems and define enhancements and additional market requirements and determine performance and reliability of new products

PC8. .   manage and develop product launch, promotional, sales and support materials for OEM partners to maximize ROI

PC9. .   expand and run all the necessary mechanisms to compel the business growth including all the techniques in developing a product, major market programs, and pricing strategies

PC10. . organize a comprehensive status report all-encompassing financial projections

PC11. . strengthen and maintain the relationship with OEM partners & vendors for the advancement of different products

PC12. . control and ease out all concerns with regards to the production, customer care, and service to put OEM products above all other competitors in the market

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    standard operating procedures of the organisation/ channel partners about product marketing strategies and practices

KU2.    standard operating procedures of the organisation/ channel partners about market research and surveys

KU3.    documentation requirements for each procedure carried out as part of roles and responsibilities

KU4.    organisational and professional code of ethics and standards of practice

KU5.    safety and health policies and regulations for the workplace

KU6.    technical specifications and performance benchmarks of OEM products

KU7.    how to coordinate market research and surveys to gather information & insights about the OEM markets, trends, competitors, and their products

KU8.    future and current OEM product, sales, and end customer plans and dynamics

KU9.    how to analyse the market research conducted to gather proper information about the customers needs and requirements

KU10. how to develop business cases and product requirement documents

KU11. how to organise product launch, promotional, sales and support materials for OEM partners

KU12. how to develop comprehensive status reports related with financial projections

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    create documentation required for the job (reports of data collected, details aspects of the insights from the various surveys and brand perception as highlighted in the public forums, newspapers, magazines etc.)

GS2.    prepare cost estimates of conducting market research

GS3.    write contact documents to be signed with external agencies for various surveys conducted

GS4.    write in at least one language

GS5.    read brochures and technical specifications of the OEM vehicle

GS6.    read & understand technical terminologies used in the automotive industry, financial reports, and basic legal documents related to contracts

GS7.    maintain updated knowledge on the evolving trends, cutting-edge developments in the automotive industry

GS8.    read policies and regulations pertinent to the job as specified in the OEM manual

GS9.    interact with the sales function across OEM and channel partners to elicit information on level of implementation of marketing plan

GS10. interact with marketing function to understand the improvement areas in the plan

GS11. analyse the data collected from various surveys and how to make best use of the data to develop marketing and brand communication plans basis it

GS12. plan work assigned on a daily basis

GS13. interact regularly with the sales function to have proper knowledge about the implementation of marketing plan and take corrective actions if required

GS14. ensure that the marketing research is done properly and is error free

GS15. handle unfavourable comparisons of the product with competitors products

GS16. ensure that the results of the marketing research is hurdle free

GS17. analyse unique points of conducting market research and implementing the marketing plan

GS18. evaluate the information gathered from the sales function about the extent of inculcation of marketing plans

Assessment Guidelines

  1. Criteria for assessment for each Qualification Pack will be created by the Sector Skill Council. Each Element/ Performance Criteria (PC) will be assigned marks proportional to its importance in NOS. SSC will also lay down proportion of marks for Theory and Skills Practical for each Element/ PC.
  • The assessment for the theory part will be based on knowledge bank of questions created by the SSC.
  • Assessment will be conducted for all compulsory NOS, and where applicable, on the selected elective/option NOS/set of NOS.
  • Individual assessment agencies will create unique question papers for theory part for each candidate at each examination/training center (as per assessment criteria below).
  • Individual assessment agencies will create unique evaluations for skill practical for every student at each examination/ training center based on these criteria.
  • To pass the Qualification Pack assessment, every trainee should score the Recommended Pass % aggregate for the QP.
  • In case of unsuccessful completion, the trainee may seek reassessment on the Qualification Pack.
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