The consumer packaged goods industry is changing quickly and dramatically. Opportunities for well prepared candidates in this important field have never been more promising. Growing economic concentration and sophistication in the retail grocery industry is altering the balance of power between retailers and packaged goods manufacturers. The availability of resources such as Universal Product Code data is providing unprecedented insights into consumer and retailer behavior for all industry participants. The complexity, competitiveness, and growth of the marketplace are revolutionizing the marketer's approach to the industry.
Most companies operate with a three or four tiered brand group structure.
As a team, the brand management group manages and coordinates all aspects of the product. Responsibilities include production, packaging, distribution, advertising, promotion, new product development and testing, financial forecasting, accounting and legal issues. At the entry level of brand assistant, responsibilities consist of market analysis, competitive tracking, sales and market share analysis, monitoring of promotion programs, etc. The assistant makes valuable contributions from the very beginning although this level is a learning phase. Responsibilities increase as the brand group member advances through the system.