Crop Manager – Cotton

Middle Level
Hyderabad
Posted 3 months ago

Experience: 5 to 7 years in a marketing role

Education: Graduate in Life Sciences, preferably in Agriculture with MBA (Marketing)

Job Purpose

  • To drive the short and long-term crop strategy, manage profitability and collaborate with internal and external stakeholders on all crop initiatives

Key Accountabilities

  • Marketing strategies for products – Plan and execute marketing strategies for the existing products
    • Budgeting exercise (crop budget + promotional budget) + budget control with the regional sales teams
    • Product Positioning – Work with Product Development team and conceptualize positioning statement
    • Branding – Voice, working with vendors to develop outcome
    • Communication – identifying innovative digital channels for communications
    • Segmentation
    • Pricing – value pricing to arrive at the appropriate pricing, carry out pricing calibration based on market forces
    • Collate customer Insights // Voice of Customer + demand estimation
    • Own the Long Range Plan (LRP) for the crop and decide the phase-in and phase-out of crop varieties
    • Production Estimates (annual volumes confirmation) for 2 – 3 years
    • Own and prepare the long-term strategic outlook of the crop (3-5 years)
    • P&L delivery 
    • Indirect:
      • Collaboration with research – new product, discover segment
      • supply chain – packing material, finalizing packaging material
      • production, government affairs, sales
      • CM-specific: research & PD
  • New Product Development – Coordinate with multiple stakeholders on new product development
    • Work with the trialing team and drive selection of regions for executing trials.
    • Draft product-positioning strategy by articulating the customer need and performing benchmarking against comparable competitor product for every trial region.
    • Provide continuous feedback to R&D on all product trials underway across various regions
  • Market Definition – Build the market potential and scope for the new products
  • Obtain feedback from new product trials and formulate the New Product Introduction (NPI) plan by identifying primary and secondary markets.
  • Determine packaging, pricing and positioning of new products by assessing region-wise performance during trials and benchmarking against comparable competitor products.
  • Take ownership of product branding by making decisions on pricing, packaging, SKUs based on the market requirements
  • Continually engage with farmers, distributors and retailers to gather feedback on product performance and calibrate short-term product strategy.
  • Ensure quality data collection in the context of fragmented markets and outdated government datasources to ensure all downstream activities are based on actionable insights from these data.
  • Perform demand forecasting for both short and long-term planning horizons accounting of product performance in previous years to ensure accurate visibility of Total Addressable Market.
  • Track mandi product prices to understand the cyclicality of pricing and how it would influence demand for the following growing season.
  • Define the region-wise product mix based on product traits and customer requirements
  • Customer Engagement – plan and drive initiatives to maximize customer engagement with the brand and the products
    • Negotiate with regional sales teams on the basis of “value pricing” of each variety
    • Deliver the net realization value by managing the promotion expenses for each product.
    • Assisting the field team in responding to customer complaints based on the severity of the complaint.
    • Formulating communication strategy to mitigate reputational risk and working with field, sales enablement and branding team to resolve any potential negative PR accident.
    • Drive customer engagement with FPO’s and farmer communities to understand and bring a realistic understanding of evolving customer needs.
    • Forecast budget based on projected ROI
    • Review the budget every quarter with the regional managers
    • Tack sales versus target for each region

 

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