Diageo Trade Marketing Representative in Kenya
External Job Title Trade Marketing Representative AutoReqId 44888BR Function Sales Type of Job Permanent Country Kenya External Job Description *Application deadline: 1stFebruary, 2015*
This role reports to the Area Business Development Manager
Context/Scope: The trading environment of the FMCG category is changing from a pure commodity approach to brand and image building. Key Accounts are slowly emerging, which will result in specialisation and concentration of decision power. To gain competitive advantage and to enhance brand, volume and profit performance the trade marketing and distribution organisations need to successfully implement EABL’s trade marketing and distribution standards. The role of the Trade Marketing Representative is to manage his/her territory in order to achieve the brand, availability and merchandising and promotion objectives of the area plan. The TM&D representatives will cover the retail outlets on the basis of a pre assigned route/plan.
Purpose of role: To positively influence sales of KBL brands by regular contact, networking and motivation across Style Bar accounts and to operate a one portfolio EABL brand approach for both beer and spirits.
Market Complexity: EABL (K) demand has 99%25%20volume share of beer market. EABL (K) demand is the No.1 FMCG Company in Kenya and East Africa and also markets UDV brands. EABL operates in a very competitive environment that has seen the entrant of new players in the total alcohol category. This necessitates the need for pro-active business approach. The national distribution structure within the Kenyan alcohol market is key to EABLs delivery of both volume growth and market share.
Market situation is changing rapidly due to the economic situation, declining disposable incomes and opening up of the economic trading blocs allowing in flow of products from other markets. Consumers are becoming more sophisticated. This requires proactive selling to maximize company market share. Trade is evolving and being more sophisticated especially at retail level.
Top Accountabilities:
Develop and implement a territory trade marketing plan which meets the objectives of the area trade marketing plan in the areas of brand, volume, merchandising and promotion.
Ensure that the territory distribution objectives of brand availability, stock holding and stock rotation are achieved.
Ensure that price is in line with the company strategy.
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