Mitsubishi Electric (Apr'11 - Sep'18)
Company: Mitsubishi Electric
Period: April 2011 - September 2018
Industry: Technical Consumer Goods (TCG) - HVAC and Home Appliances
Division / Department: Marketing
Job Position: Product Manager Senior (2011-2014) - Deputy Marketing Manager (2014-2018)
Description
At Mitsubishi Electric, I was first Product Manager Senior for the Residential applications and I was promoted to Deputy Marketing Manager, responsible for the Product Managers team (5 people) and Market Research.
Operationally, I was also responsible for the range of domestic air conditioning products and home appliances (vacuum cleaners, dehumidifiers...).
My tasks and responsibilities included:
Marketing Plan
Define and execute the Marketing Plan for the consumer air conditioning and home appliance categories. Within the Marketing Plan, manage the following variables:
- Pricing Strategy: Pricing strategy to meet revenue, margin, and market share targets based on market prices and each product’s positioning.
- Product Strategy: Definition of the product portfolio to be marketed. Consider consumer needs, market trends, and sales channels.
- Distribution Strategy: Determine the strategy for each sales channel and geographic area, proposing discount levels and promotions for each channel and region. With a focus on the end-user, the sales primarily come from the consumer channel (appliance stores, buying groups, hypermarkets, etc.).
- Communication Strategy: Define each product’s positioning and the communication mix used.
Communication Campaign
Summer advertising campaign definition & execution. Work with the agency to define the message, positioning, and final creative content for the campaign. Define, along with the media planner, the media mix for the campaign. Oversee all operational tasks related to piece development, production, etc.
The summer campaign typically included the following communication actions:
- TV Campaign: Prime time, around 350 GRPs per week, with 10'' and 20'' spots.
- Press Campaign: National coverage, mainly in air conditioning specials, with ads and press releases.
- Online Campaign: Including AdWords (SEO), display (CPC), AOD (audience on demand), retargeting, social ads, and social media.
- In-Store Advertising: Totems, displays, brochures, shelf stoppers, stickers.
- Direct Marketing to Clients: Mailing, emailing, SMS, etc.
- Outdoor Advertising, Billboards, and Banners: Occasionally, outdoor advertising elements were installed to create a stronger impact.
- Promoters and Street Marketing: On some occasions, promoters or street marketing were used to engage passersby.
Here are some links showcasing the campaigns:
https://www.elterrat.com/?ft=2586
https://www.proarquitectura.es/esta-navidad-mitsubishi-electric-trae-el-calor-y-la-ilusin-a-tu-hogar/
https://www.climanoticias.com/texto-diario/mostrar/2237522/mitsubishi-lanza-intensa-campana-publicitaria-promocionar-aire-econdicionado
P&L Control
Work in close coordination with the sales department to implement promotional actions that support the results anticipated in the plan.
Thus, closely monitor the impact of the product range on the division’s P&L. For each promotion, conduct simulations and forecasts of revenue, margin, etc., to evaluate the impact on the P&L.
Additionally, each month, identify deviations from the plan’s results in terms of margin, discount, product mix, revenue, and even stock levels, and propose corrective actions.
Inventory Control (PSI)
Ensure stock availability to meet sales forecasts and propose actions to boost sales of low-rotation items while anticipating purchases of high-rotation items. Monitor the PSI (Purchase Sales & Inventories), which is reviewed monthly with the operations department to decide on orders to the factory.
Market Analysis
Collect feedback from the commercial network, client visits, and data from GfK, Nielsen, and AFEC (the manufacturers' association).
Receive information from GfK and Nielsen on sales, market evolution (panel), competitor shares, and retail prices.
Receive information on competitor promotions through the Focus service.
Finally, conduct customer research through an annual survey and consumer focus groups.
Presentations, Training, and Events
Assist the sales network in selling by delivering presentations on product ranges, promotions, and upcoming campaigns.
Additionally, provide support to the team by presenting directly to clients, addressing audiences of up to 150 people.
Here are links to some of the presentations:
https://www.marronyblanco.com/mitsubishi-electric-reafirma-su-compromiso-con-la-sostenibilidad/
Skills acquired
- Marketing & Sales Strategy
- Team Management / Department Organization
- Member of the Board of Directors
- Benchmark of competition
- Collaboration with sales department
- ATL & BTL promotional & advertising plan
- Digital Marketing & customer experience
- SAP (ErP)
- Sales analysis
- Budget & Gross Margin
- Sales Forecasting
- Pricing
- Celebrity management & negotiation
- Product Development (R&D, Factory...)
- Key Account Management
Reasons for the Change
After some years acting as a Deputy Marketing Manager I wanted to act as a Marketing Director. At that time I was having a double-role of managing the department but also doing Product Management for some categories what was taking a lot of time to organize & develop the team properly. I had the promise from the company to be promoted to Marketing Director but after almost 4 years it was not happening.
Panasonic, on the other side, offered me the possibility to join the company as Marketing Director with the objective of building the Marketing organization to match their growth objectives. So I considered the project really challenging to I decided to take it.
