Senior Marketing Manager – Hongs Kitchen

From 6 to 7 year(s) of experience
₹ Not Disclosed by Recruiter
Posted: 7 days agoOpenings: 1Job Applicants: 2216+Job Views: 7211+

Job Description

Role & responsibilities

Hongs Kitchen aim to create and inhabit a space in between, which is high on taste yet accessible, affordable and most importantly, hygienic and transparent. Hongs Kitchen offers a lip smacking range of Indo- Chinese cuisine that are value-for-money, consistent in quality and easily deliverable. With the market feel, street signage and chopsticks, the ambience attempts to bring, not just the flavours but also a little bit of the culture, home to you.


I. TASKS HANDLED

  • Media strategy Devising a media plan for a targeted geography. (Micro targeting). Establishing deployment principles with media agency, executing & monitoring them. Special focus on non TV mediums. Developing partnerships / alliances with relevant media vehicles to help drive salience & buzz on the brand. Developing a PR strategy on the brand would also be required.
  • In-store channel strategy conceptualising & executing a targeted Dine-In channel strategy for the brand to become the preferred choice amongst consumer. Identifying key triggers to help drive footfall to hongs kitchen Vs Other QSR superiority.
  • New Store Opening Playbook We would be expanding to 2X restaurant count from current Level and its important to have New Store Opening Playbook to drive footfall and get desired Orders for the brand
  • Generating trials / Sampling Identifying right mediums to help generate trials on the brand (both aided & unaided sampling).
  • Managing support spends & business financials Within existing resources managing both the top line & bottom line on the brand while ensuring agreed targets are met.
  • Measurement & Analysis In the absence of external metrics, designing the right metrics to track progress on the brand. Analysing them to help identify opportunities for business development & improvement.
  • Promotion management conceptualising, monitoring & evaluating the promotion strategy on the brand.

II. FIELDS OF RESPONSIBILITY

The goals on the brand would be:

  • TO delivery of business plan for Dine in + Takeaway channel, Dine-in + Takeaway channel share at 45%.
  • ATL & BTL activation to increase TOM > 20%.
  • Drive New Store Opening AWO > 1000 in 4 months of restaurant Opening.

Apart from the above goals, the person would be responsible for the following:

  • Managing the brand health from a deployment perspective
  • Conceptualising, executing & evaluating the media strategy
  • Engaging with the Operations teams to ensure the brand comes alive at point of sale & delivery of agreed business targets
  • Engaging and influencing the brand innovation teams.
  • Managing various agencies (media, digital, external / 3p)

III ANY OTHER RELEVANT INFORMATION HAVING A BEARING ON THE JOB

The role requires an entrepreneur like approach to brand building and consequently offers great opportunity to demonstrate creativeness & innovativeness in building the brand. Some specific examples:

  • Non- traditional media approach – a combination of limited resources (not limited ideas) & prioritised markets would ensure that the media strategy be customised for this brand. It would have to be both innovative & creative enough to break through the media clutter.
  • Being experimental – Chinese Cuisine is a very cluttered category driven by aggregator & has no set rules. A lot of experimentation is required in this role in terms of deployment ideas.
  • Closely working with the Operations teams - The incumbent would have to identify creative ways of engaging the sales teams. Identifying opportunities in retail that can be exploited for the brand would be critical.

IV ENVIRONMENT

  • Media, Digital, PR, Creative agencies

V PROBLEM SOLVING

  • Intense competition – Being a distant no 2 player, scale goes against us in the market. This offers a great opportunity to think out of the box & come up with solutions, which only small brands can afford to execute.
  • Absence of external metrics –There would be a Lack of availability of external data to measure performance. Consequently, the incumbent would have to identify other surrogate metrics to evaluate performance & course correct during the yr.
  • Engaging & exciting the sales teams – a high level of personal involvement is required in this role to ensure that our Operational teams are engaged & excited about this brand. Regular engagement, taking feedback from market & flexibility to adapt execution plan are some of the skills that would be put to test.
  • Clarity in thinking – identifying the key triggers in the brand building model that would drive success for this brand and ruthlessly going after them would be a key challenge in this role

TEAM SIZE

  • 1 Assistant Manager and 1 Brand Executive

Preferred candidate profile


  • Strong analytical ability
  • Entrepreneurial mindset & willing to work in an unstructured environment.
  • Existing experience of brand management – 5-6 yrs
  • Adept at digital deployment of media would be an added bonus.



Role:Brand Management

Salary: Not Disclosed by Recruiter

Industry:Hotels & Restaurants

Department:Marketing & Communication

Role Category:Marketing

Employment Type:Full Time, Permanent

Key Skills
Skills highlighted with ‘‘ are preferred keyskills

Education

PG:MBA/PGDM in Any Specialization

Company Profile

Jubilant FoodWorks (JFL)

Jubilant FoodWorks Limited (NSE, BSE: JUBLFOOD) is Indias largest foodservice company and is part of the Jubilant Bhartia Group. Incorporated in 1995, the Company holds the exclusive master franchise rights from Domino’s Pizza Inc. to develop and operate the Domino’s Pizza brand in India, Sri Lanka, Bangladesh and Nepal. In India, it has a strong and extensive network of 1,888 Domino’s stores across 397 cities. In Sri Lanka and Bangladesh, the Company operates through its 100% owned subsidiary which currently has 50 and 23 stores respectively. The Company also has exclusive rights to develop and operate Popeyes restaurants in India, Bangladesh, Nepal and Bhutan and Dunkin’ restaurants in India. The Company currently operates 22 Popeyes restaurants in six cities and 21 Dunkin’ restaurants across seven cities.


In 2019, Jubilant FoodWorks launched its first owned-restaurant brand ‘Hong’s Kitchen’ in the Chinese cuisine segment which now has 18 restaurants across three cities.

Company Info
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Contact Company:Jubilant FoodWorks (JFL)

Address:Plot No 1A,,,Sector-16A,NOIDA , NOIDA, Uttar Pradesh, India

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