8/7/2019 Marketing Talent Recruitment doc v2 05_01_11

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MARKETING: LODHA GROUP

The marketing organization is structured along the following lines -1.  Marketing management [Product & Brand management]2.  Marketing Services [Market Research, Pre-sales]3.  Loyalty and Referral

4.  Below the line marketing including corporate, channel & NRI marketing5.  Technology & Information Systems Operations6.  Online Marketing7.  PR and Media Relations

The team works towards developing a multi-pronged and differentiated approach to brand building from the pointof conceptualizing the product, developing a differentiated product positioning and marketing strategy, managingvarious marketing programs and customer interactions till the point of handover to customer.

The group strongly believes in using ‘brand’ as a differentiator and has developed itself as a pioneer of brandedrealty, delivering consistent brand experience across customer touch-points. This has enabled to created strongconsumer affinity for the brand/s making the group no. 1 in real estate sales nationally. Also, as per syndicatedresearch conducted by a research firm of international repute, Lodha today is the most desired real estate brand inMumbai.

We have invested in building strong and professional team to meet challenges in an ever evolutionary and dynamicenvironment and make significant contribution at the brand, category and company level. The teams togethercomprise of professionals from the best business schools including IIMs, ISB, XLRI, SP Jain. These professionals havebeen drawn from top FMCG, automobile, and consumer durables companies.

The role -As a marketing manager, your role would include handling the end to end responsibility of a brand/s, categoryidentifying marketing and sales issues, conducting analyses, putting together conclusions and effectively deployingmarketing plans and programs. You would be mandated to contribute to individual or team projects and workclosely with associates with key functions within the organization and outside. You would be regularly involved ininteractions with the senior/top management

People - •  An ability to engage with stake holders through a distinct value-add

•  Vision based approach rather than task based approach

•  Network & relationship building with the aptitude and attitude to handle complexity

•  Conveys energy & achieves results

•  Keen eye for details

What we offer -

•  Size of Brand - Ability to handle brands whose size is much larger than turnover of many companies:Smallest at Rs 500 Cr and largest at Rs 15K Cr with 35 such brands

•  Comprehensiveness - Handling the entire lifecycle of the brand – from conception to delivery andopportunity to deliver high impact

•  Variety – Largest portfolio of brands spread across the entire RE spectrum which allows to imbue learningacross customer segments

•  Closeness – to the customer and the ability to immediately see the marketing impact on customer andbusiness

•  Competitive compensation with leveraged performance based variable compensation and opportunity forwealth sharing

8/7/2019 Marketing Talent Recruitment doc v2 05_01_11

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  JOB DESCRIPTION 

Functional Mandate & KRAs of Marketing Department

Functional Mandate KRA / Success Measures

−  To maximize Gross Contribution delivered segmentand project level at targeted sales volume

−  To create effective product portfolio for thebusiness by understanding present and futurebusiness opportunities

−  To create and manage world class real estatebrands using advertising and other marketing tools

−  Brand: To use various communication channels(advertising, PR, BTL etc.) through various mediumsto create enhanced target audience awareness oftarget brand attributes in cost effective fashionand to deliver required footfalls in quality andquantity

−  To provide adequate and fast market intelligenceinputs for ensuring a robust pricing strategy andmechanism for each product on an ongoing basis

−  Targeted Gross Contribution - in Value and %ageterms as per business plan

−  Qualitative assessment of marketing inputs andspeed of sales (No. of units sold per month VsTarget) for each project

−  Maximize brand valuation and maximizecapability to charge price premium

−  Brand:a) % change in public perception of target brandattributes as measured by third party surveyb) % increase in actual brand spend over targetbudget

−  Competitor pricing change and sales transactioninformation speed (Response time in number ofdays)