Job Description:

Job Purpose

The strategic purpose of this role is to plan and execute a differentiated B2B customer value proposition to enable extraction of higher premium. The role will be responsible for the profitable expansion of UltraTech RMC Franchisee & BPD products in both B2B and IHB segment.
The role will achieve this strategic task of extracting higher premium by developing and executing a customized Go-To-Market plan.

Job Context & Major Challenges

UltraTech is the No.1 brand in cement industry. We have an indomitable leadership in the B2B segment but the same does not reflect in our pricing power or brand premium.
The current B2B negotiations are structured against us, it allows our customers to extract best product quality and service at the lowest possible price. The customers encourage conversations only on speed, feed and price, which deprives us of the premium that we deserve, despite us creating significant customer value. The strategic task therefore to focus on value extraction by defining and quantifying the elements that creates logical and psychological value for our customers.
The job holder would be responsible to drive the shift from the current price based selling to value based offring by redefining our B2B value proposition. The B2B CVP to be tested through pilot roll out and then gradually scalup in to achieve the overarching business objective of achieving profitable expansion of our RMC and BPD franchisee. The role will be responsible for identifying shift in customer preference and competitive context to refine or define our value proposition to keep it relevant and compelling. B2B customer segments are not homogenous like IHBs. The will identify the strategic B2B engagement touch points/ contact points to showcase brand’s value proposition and innovative solutions & reinforce its expertise and empathy.
For RMC, we have made the operating model efficient and have delivered on the customer expectations. Today we are the largest and the most reliable RMC brand for our customer’s requirement. We have proven credential in catering bulk requirements. Going ahead we have to achieve profitable growth by cross selling VAC. This would entail increasing awareness and salience of our offerings. We will use digital media, relevant magazines, trade shows and industry forum to reach & influence key decision makers and influencers (structural engineers, architects & builders). We will also need to support modern solutions like White Topping to drive adoption by the local and state government.
In select markets we have seen growing adoption of RMC with IHBs. This category is all set to expand in trade with growing demand from IHB segment. We have to gain 1st mover advantage by offering a RMC as a Solution. In this segment we are competing with low priced unbranded RMC or SMC. Unlike the B2B customer, IHBs will need a highly consultative model at a much lower order quantity. We have an opportunity to command a premium and cross sell. Since this is a category development initiative we will be piloting the new B2C RMC model in the identified 49 cities. We will need to invest in the GTM to communicate our proposition to IHBs and Influencers.
The key challenges for the role are:
1. Drive mindset shift from higher value creation to higher value extraction across hierarchy
2. Drive the necessary shift across hierarchy from the current price based selling to value based offering
3. Organize and interpret complex customer and market data to design, execute and measure performance of each campaign
4. Work within limited budget to test & validate the new ideas and scaleup quickly in a dynamic business environment
5. Collaborate with cross functional teams, diverse customer segments and multiple stakeholders
6. Ensuring coherent and consistent branding across diverse customer segments through relevant media and touch points
7. Build capability to reach and influence decision maker/ influencers to drive the marketing agenda
8. Influence direct stakeholders and obtain teams commitment on marketing initiatives early
9. Build & evolve organizational processes & capability to best serve the changing needs of customers
10. Extract high quality & timely output from the creative agency by prioritizing B2B agenda
11. Transform the quality & sophistication of the branding, communication & customer engagement programs within limited budgets

Key Result Areas

	KRA (Accountabilities) (Max 1325 Characters)	Supporting Actions (Max 1325 Characters)
KRA1	Define the B2B CVP	? Develop the key insight and frame the consumer problem through consumer research and workshop. ? Induct the larger team on the B2B CVP to drive organizational effectiveness
KRA2	Build customer centric value proposition	? Drive the customer insighting process to identify unique value drivers with the CMI team ? Analyse customer data (qual & quant) to validate problem/ opportunity ? Develop the consumer insights into proposition to capture higher value ? Drive creative agency to extract high quality output early
KRA3	Design and roll out differentiated GTM plan	? Collaborate with the business to build the GTM plan ? Drive strategically important objectives basis impact & budget ? Define the KPIs, benchmark and success parameters ? Identify the strategic touchpoints and media to influence customers ? Measure performance & build & deploy improvement plans
KRA4	Pilot and scale up B2B CVP	? Engage and build plans with SPOC for CVP implementation ? Develop account specific plans for CVP pilot with the KAM teams ? Drive execution aligned to KPIs & the success parameters to measure performance ? Develop assets and modules for B2B pilot launch and amplification through relevant touch points ? Document learning and circulate
KRA5	Build digital as a strategic media platform for B2B and BPD business	? Build an annual activation calendar as per agreed annual goals ? Define target audience for efficient reach with the business ? Build our website as a destination for curated content ? Pilot new media platforms to communicate our proposition ? Define campaign KPIs, measure effectiveness and drive efficiency with agency partner ? Scale up basis campaign impact & budget

Qualifications:

Minimum Experience Level:
12-18 Years

Report to:
Joint President