Department:

Marketing

Reports To:

Direct Marketing Manager

Job Purpose:

In this role your contribution will be key in identifying opportunities and threats to the business and to develop and implement the warranty and services market research strategy. Your role will be to provide the reports and analyses that are essential to sound sales and marketing decision making and to ensure maximum value is derived from new and existing information and be capable of creating insightful, action orientated summaries of all areas of responsibility.
 

Duties & Responsibilities:

Research and report on the market environment (electrical appliance & heating industries) and potential opportunities, including analysis of GFK and Mintel reports
Competitor research - Creation of a research structure that measures movements in competitor products and premiums.
Collect competitor literature from all available sources and maintain a database of this literature.
Opportunities research - Research new product markets as and when required.
Research customer preference for products, opinions and new product ideas, including responsibility for the online customer panel.
Carry out customer segmentation analysis to help improve our ability to target the right offers to the right customers.
Customer satisfaction research – Use quantitative and qualitative research methodology to understand consumers’ perception of the company and the warranty product at all stages in their company experience.
Act as the point of contact within marketing for individual queries from the company contact centres regarding our products and marketing literature.
Proactively consider new areas to research to add further value. Always look to take the research a step beyond the original request.
Client research as requested.
Utilize questionnaires as a method of gathering appliance data from customers.

Person Specification

Qualifications / Skills:

Preferably a Graduate
Having or working towards a market research certificate and/or Post Graduate Diploma in market research.
Experience working in a marketing environment.
PC literate, with good statistical and analytical skills.
Ability to work effectively with different areas of the business to achieve objectives.
A proactive approach and a willingness to go one step beyond.
Presentation skills.
The applicant must respect the confidentiality of client information.

Technical Competencies:

UNDERSTANDING THE MARKET:

Has good working knowledge of the company products and keeps up to date with competitor activity. Shows a growing ability to identify business opportunities.

STATISTICAL ANALYSIS:

Able to use multiple sources of information to analyse trends.
Can trace simple, direct cause and effect.

APPLYING KEY MARKETING TECHNIQUES:

Able to undertake customer segmentation and match products/services to needs.
Able to prepare an annual marketing plan for part of the product portfolio.

CREATIVIITY AND INNOVATION:

Produces sound proposition designs fit for purpose, utilising tried and tested methods, occasionally generating new ideas.

REPORT WRITING:

Shows developing evidence of being able produce straightforward reports that address the key issues but provide limited commercial understanding.

PROJECT / PERSONAL MANAGEMENT:

Can define scope, risk & deliverables associated with typical projects.
Keeps within budget and time constraints.