Dr.

Reddys Role Clarification Document

IDENTITY
Organization: Dr Reddy's Unit/Function : India Generics Date : 21-Aug-18

Position Title: TBD Person Name: Vacant

Supervisor's
Vice PreSident Supervisor Name: Approval :
position Title:

PURPOSE
To: work on building the mega brand (thru branding excercise / process) by developing plans along with respective
marketing teams. Manage the product portfolio for India business, bring critical insights of market trends and opportunities
to plan new product introduction to develop existing & new portfolio. Coordinate with OS, IH, IL and innovation team to
bring alignment in new product launches, ensure launch excellence process, ensure right spacing of products launch
amongst different team to optimize launch; Audit and improve marketing and communication effectiveness in close
coordination with MI team

Within: overall GG strategy, organizational and regulatory guidelines

With the objective of : Optimizing resource allocation for India business product portfolio and ensuring growth of mega
brands to achieve leadership in respective segments and ensuring successful launch of new brands

SIZE
Financial Non Financial

OPERATING NETWORK
Internal External

Subordinates Roles WITHIN own function Roles OUTSIDE own Function External Interface
>
Strategy and
Marketing
> IPDO Consulting Firms
> FTO > Doctors
> Product Management Team, > IPM > Hospitals
> New Product > MI, > Medical affairs > Distributors
Portfolio Planning, > > PMR (Primary mkt > Regulatory Affairs > Retail Pharmacy
Strategic Initiatives research) > Legal
and Execution > > Business Development > Corporate BD > Industry
Strategic > Vertical Heads > GGPM Associations
Communication > Divisional Heads > SCM > Alliance partners
> Medico Marketing > Pharmaco-vigilance > Advt. Agencies
> Finance > > Contract
Training Dept. > Manufacturing
Leadership Academy Companies
MINIMUM REQUIREMENTS

Graduate in Science/ Pharmacy/ Engineering with MBA (either Marketing and Strategy), 15+ years in
Education & Pharma or OTX or FMCG of total experience. He should have worked at leadership role for larger
Experience segment of business with exposure to Indian market . Experience of other Markets and therapy domain
is an added advantage.

Indepth understanding of the branding & marketing concepts in pharma / OTX space and exposure of
Business hands on delivery of mega / strong brands. Functional expertise in sales, marketing and business
Understanding development, Understanding branding initiatives, customer Rx & consumer buying behaviors, in light of
latest therapy trends in country mkt & globally.
Knowledge Behavioural Skills
> Branding concepts & marketing deliverables to shape long > Strong communication and interpersonal skills.
term strategy for brand building in given space > Strategic Thinking
> Various tools for branding & channels used in marketing > Influencing skills
the same (physical, direct to customer / consumer, digital > Analytical ability
etc.) > Entrepreneurial and innovative approach
> Understanding of Sales and marketing processes > Networking skills
> Understanding of customer behavoirs > Ability to challenge assumptions and status
> Strong Commercial acumen > > Strong process management
> Broad knowledge of products and therapeutic areas
> Broad Knowledge of Global Pharmaceutical Trends
> Legal aspects, IP and RA.
> Understanding of pharma development & manufacturing
75-25
SL

5
6

7
 Role Clarification Document- Page 2

AREAS OF RESPONSIBILITY (AOR)

Header
Definition
IN ORDER TO, what results
Strategic Planning
* Develop the TA entry/ strengthening strategy and positioning as per the business plan
* Prepare the draft of the long term product portfolio plan (including channels for expansion).
* Increase Market share in defined portfolio
* Review meetings with IPDO & PDTs to track progress of product development.
* Discuss the marketing plan, pricing,TA with sales teams and other stake holders and arrive at consensus.

Prepare Pricing Startegies

• Review on a regular basis product pricing versus market pricing and recent price changes; make changes to the pricing grid and specific
with various groups to review and agree on new price.
• Responsible for developing the financial forecast of the assigned product portfolio for the annual budget and quarterly estimate process.

Branding and Launching

Use Branding Concepts and market deliverables to shape long term strategy for brand building in given space .
Design and Implement multichannel marketing for Market Shaping , Behavior shaping and customer Shaping
Create Launch Excellence Process for selected new Products .
Convert Selected Brands / Products to Mega Brand

Portfoilo management
In order to select the product portfolio for all teams in India business, conduct assessment of Therapy Area (TA) fit, product/market dema
with focus in core TA's with IPDO, RA, Medical, Differentiated Product team and OS teams to select products for development. Provide su
or partners for in/out licensing to widen the product basket along with BD, Validate planning assumption of products selected by BD, Prov
environment to identify opportunities that can be leveraged for the region from the IP perspective to Corp IP teams; calendarize new prod
New Product Prioritization to focus on potential molecules, give inputs in go/no-go decisions, allocate product to the right team; conduct th
review along with IPDO/ IL/ IH/ OS/ GGPM and BD to review progress of new product under development review. Facilitate the process fo
platforms along with Differentiated team for development of potential molecules IN ORDER TO ensure calendarisation of all the identified
to improve the cycle time for product delivery; review new product development and sales forecasting of marketing teams, enhance new p
revenue by developing the right portfolio fit & maximize FTL/FFTL launches

Marketing effectiveness assessment and Compliance

• Monitor product performance trend versus budget and estimate, provide insight and comments on the variances, and proactively drive p

.Drive quarterly audits and understand effectiveness of implementation of communication and positioning in the marketplace (both produ
fine-tuning required, assess new product launch efficiency and effectiveness, ensure that all communication are ; review and monitor com
managers/ individual verticals and ensure it is compliant with the local regulations, and adequate controls are in place for processes and i

Support GTM's across divisions in planning and capability building. Work closely with all marketing team and VH, DH & India Business H
programs for marketing teams to improve their effectiveness IN ORDER TO allign division-wise marketing teams to India business strateg
brand postioning and Institutionalize Good Marketing Management Practices & Marketing Training processes to enhance Marketing Effec
improving market and market share for the products assigned and enhancing corporate image .

Building Consumer Excellence

Prepare Startegy for consumerisation of Rx

Map the End Customer Journey.

Create easy, distinctive, and rewarding consumer experiences strategies to convert new brands into Mega Brands in shortest posiible tim
Effectively Levergare Digital platform to reach out to the end customer .
Plan and Concieve ATL Strategies whereever applicable .

Strategic Communication
Provide ideas and guidance for development of In-house journal/newsletter to capture success stories of field personnel, drive continuous
information between field force and marketing teams, guide development and updation of new/existing websites, create forum wherein fie
management IN ORDER TO ensure effective and smooth communication across teams. Also ensure organization priority is dessimated a

People Development
Coaching for own team members; identifying training needs of team members; provide training to team members on new processes when
IN ORDER TO build branding building capabilities and maximise retention + performance of team members
Position: Director / Senior Director Therapy/ Sr Director Strategic Marketing
Date: 3-Sep-18

LEVEL MEASUREMENT CRITERIA

Full
Quantitative
Partial
Qualitative
Supporting
Full

Market Share%

Relative Growth W.R.T Market / Competitor Brands

Net Value Acrual

Core Specilaity Prescription Pattern

Full
Market Share%

Relative Growth W.R.T Market / Competitor Brands

Net Value Acrual

Core Specilaity Prescription Pattern

Full

No. and value of new product launches

Portfolio Coverage and Fit

Time and spacing of launch

Full

Communication effectiveness

Audit results

Quality of scientific evidence

Full

% of Sales generated through consumerisation

Full

% of Sales generated through consumerisation

Full

1. Effectiveness of communication

2. Timely launch and updation of websites

Full
1.Feedback from team

2. Team productivity