北京招聘

Business Context and Main Challenges of the Job :
China has been identified as key market for a new category entry whereby consumer, market and competitive understanding needs to be built. In 2012, the position plays a key, supporting role to the Global Brand Development director to bring the Brand Key Vision and Brand Vision Plan to life in the country.

The position will lead the Brand Building in the country close to the launch and will move as a full time Brand Building role post launch in H2 2013.
Main responsibilities:
A. Brand Development
• Build consumer understanding
• Build market / competitor understanding
• Support stimuli development & ensure robust implementation of current global consumer research plan in the country
o H&A, STM, Pricing, communication development, product panels, water quality testing etc.
• Support building the country business case
• Develop core communication claim
o Given context of predominant boiled water / bottled water consumer behaviour
o Develop brand proposition
o Prioritise consumer triggers, RTBs
• Develop effective launch communication
o TV; Website; Press
o Other media / communication packs
o Packaging; Product communication - user manual; quick start instruction etc.
o Safe water zones; Kiosks

• Develop local endorsement strategy

• Finalise pricing of purifier and battery
o Establish reference benchmarks
o Determine impact of instalment offer

• Finalise suitable product mix modifications
o Finalise product configuration
o Prioritise consumer reasons-to-believe
o Finalise & develop product colours

• Develop activation platforms
o Doctors, referrals, brand outreach

B. Brand Building

• Develop communication channel strategy / plan and ensure effective implementation to bring alive the brand in the market place and in the minds of our target consumers
o Identify local creative communication channel opportunities for maximum reach & efficient investment of funds to deliver objectives
o Work closely with communication channel planning partners to define specific objectives & use budget guidelines for investment decisions regarding cost, reach, depth etc.
• Develop capability and implement brand initiatives to build authority
• Implement activation platforms to generate consumer enquiries
o Doctors, referrals, lead management system, kiosks etc.
o Build capability of national sales / operations / CRM team to effectively deliver the activation plan on an on-going basis
• Develop marketing programs to leverage existing consumer franchise for referrals; consumable and accessory sales
• Identify local ideas that effectively deliver brand & business opportunities e.g. local activation programs, PR etc.
• Monitor brand performance
o Measure how different elements of the marketing mix impact results (image, enquiries etc.). Track implementation effectiveness & ROI on each marketing activity
o Identify issues and opportunities and finalise Jobs-To-Be-Done
• Implement & leverage agreed endorsement strategy / plan
• Lead PR, external stakeholder relationships and external communication
• Coordinate with regulatory, and legal as per local country requirements

Requirements:
• 2 to 3 years experience in Brand Development and Brand Building
• Developing concepts and brand communication
• Proven record in project management
• Good business understanding

If you are interested in more career opportunity, please visit http://www.unilever.com.cn/ourcompany/careers/Recruit/positioninfor.asp
Should you have any questions regarding to the job application or require additional information, Please contact Unilever Peoplelink via the following toll free number,

China Netcom: 10 800 85 21491
China Telecom: 10 800 15 21491
Hong Kong: 800 96 2023

Your application will be reviewed against our requirements and we will be in touch shortly to provide you with an update on the status of your application. Thank you for the cooperation!

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