Brand Manager

PT. Coca-Cola Indonesia

Laporan Job Analysis, Interview Guide dan Portofolio

oleh:

Sangga Jati Wikanto 17/[Link]/03470

FAKULTAS PSIKOLOGI

UNIVERSITAS GADJAH MADA

YOGYAKARTA

2017

A. Job Vacancies

Brand manager SSD PT Coca-Cola Indonesia (LinkedIn, 2017).

Location : Indonesia

City : Jakarta
 Job Type : Full Time

B. Company Profile

a. Vision

People, portofolio, partners, planet, profit, and productivity as a core aspect of

our business and will be a guidance to what we need to accomplish in order to

continue achieving sustainable, quality growth.

b. Mission

Our purpose as a company is to serves as the standard which we weigh our

actions and decisions. To refresh the world, to inspire moments of optimism and

happiness, to create value and make a difference.

c. Value

1. Core Values

Leadership : The courage to shape a better future.

Collaboration : Leverage collective genius.

Integrity : Be real.

Accountability : If it is to be, its up to me.

Passion : Commited in heart and mind.

Diversity : As inclusive as our brands.

Quality : What we do, we do well.

2. Winning Culture

3. Focus On The Market

Focus on needs of our customers, customers, and franchise partners.

Get out into the market and listen, observe, and learn.

Possess a world view.

 Focus on execution in the marketplace every day.

Be insatiably curious.

4. Work Smart

Act with urgency.

Remain responsive to change.

Have the courage to change course when needed.

Remain constructively discontent.

Work efficiently.

5. Act Like Owners

Be accountable for our actions and inactions.

Steward system assets and focus on building value.

Reward our people for taking risks and finding better ways to solve problems.

Learn from our outcomes -- what worked and what didnt.

6. Be The Brand

Inspire creativity, passion, optimism and fun

C. Job Identity

Job Name : Brand Manager

Job Level : Middle Manager

D. Unit Diagram

Senior Brand Manager

Brand Manager
 Brand
Analyst /Assistant Anayst

E. Job Purpose

The Brand Manager will be instrumental in furthering holistic business strategies

for assigned brands, in line with the transformational strategy for CocaCola in Indonesia.

He / She will, in conjunction and in alignment with Pacific/ASEAN regional direction,

deliver clear Indonesia specific brand strategies-focused on building Sparkling Flavor

performance for KO system. Actions will drive system towards increasing consumption

through an integrated range of programs, appropriate innovation and effectiveconsumer

strategies anchored on full understanding of business results/ levers, etc. He/ She will

ensure strategies will engage and excite target consumers, are always based on relevant

consumer insights and market intelligence, and build sustainable business and longterm

strategy for the brand

F. Job Description and Key Performance Indicator

No. Job Descripton Key Performance Indicator

Level of Brand Association
Designing Products based on key
1. Level of Perceived Quality
consumers insight

Developing strategies that maximize brand Level of Brand value and brand love
2
value and brand love among customers
Monitoring brand health and all key
Level of Brand Health (Brand
performance indicators of the
3 awareness, brand loyalty)
brand and develop proposals to address
variances versus target
Manages the investment behind the brand,
optimize return on investment, Level of Investment feasibility
4
proactively bringing budget issues to the
attention of immediate management
 Leads the implementation of strategic
5. recommendations within the business Level of Integrated System
system;

G. Job Dimension

a. Financial/Investment Budgeting

Accountability Nature of Impact

Non Prime
Quantifiable
Very Small 400 million 4 billion V Shared
Small 4 bilion 40 billion Contributory
Medium 40 billion 400 billion Remote
V Large above 400 billion

b. Non Financial

1. Have a good customers relationship

2. Have a good collaboration with other divisions

3. Have a good relationship with auditors, vendors, etc

H. Organization Impact

Relationship Instiution Aim

Internal CEO Getting instruction and BODs policy
Consulting and getting workplan approval
IMC, CCL Interaction & alignment with ASEAN marketing
& IMC
K& I Analyzes external and internal factors and
interprets their implications on strategies and
ideas,
Finance Budgeting coordination
Corporate affair Legalizing Processes and products
Other Function Interaction and alignment with all
leadership functions within Indonesia Region
expected
External Bottler Direct relationship management with bottling
management and partners in development and
operational teams implementation of IMC Programs
Strategic Reliability of supply
partners/suppliers
 Key Agencies Accelerate brand performance
Auditor Auditing Coordination
Independent
Investor Interaction and aligninment with investor in
optimizing return of investment

I. Bussiness Challenge

a. The changing government policy that impact on strategies, business processes, work

relaitionship

b. Global Economic Condition that impact to production process and investment

J. Authority

a. Propose Branding Management Programme

b. Execute Branding Management Programme

c. Do feasibility study on investment and giving recommendation based on the result

d. Propose Brand Organization Change

e. Developing his/her subordinate through Career Development Programme :Training,

Conceling, Mentoring, Coaching , etc

K. Job Spesification

a. Education:

Bachelors Degree/ MBA

b. Experience

Minimum 3-5 years in diverse marketing roles

c. Competencies:

1. Top 3 competency Requirenments:

 Interrogates data to indentify core business levers and balances facts with

intuition to distill complex opportunities into compelling business cases

Reviews & crafts winning brand vision / strategy / plans

Understands the operational fundamentals of our Bottling System

2. Leadership Core Competencies

Drives Innovative Business Improvement

Imports & Exports Good Ideas

Influences the System

Develops & Inspires Others

Lives the Values

Builds a Winning Culture

3. Marketing Competencies

Build Brand Value

Understands the external environment (competitive and market) and

identifies new sources of opportunity

Interrogates data to identify core business levers

Balances facts with intuition to distill complex opportunities into

compelling business cases

Understands the operational fundamentals of our bottling system

Leverages financial rigor to prioritize and allocate resources effectively

Deploys discipline and process to improve impact and speed to market

Build Brand Love

Anticipates future trends to engage and delight consumers

 Seeks understanding of fundamental human needs and behaviors

Pursues innovation and change with a mindset of continuous

improvement

Balances intuition and fact to distill complex thought into action

Demonstrates judgment to define a compelling core creative idea

Persuades and inspires others (consumers, agency, system, suppliers,

rights holders, etc) to create belief

 L. Portofolio Application Form

Foto / Photo
APPLICATION FORM
3x4

PERSONAL DATA

Full Name / Nick name : __________________________________/_______________

Sex : Male / Female*

Place & Date of Birth : ___________________________________________________

Present Address : ___________________________________________________

Phone Number / Mobile : ___________________________________________________

E-Mail : ___________________________________________________

Citizenship : ___________________________________________________

Marital Status : Single / Married / Widower / Widow*

*Please sign the correct one

FAMILY DATA

Place/Date of Educatio
Relation Name M/F Occupation
Birth n
Spouse
1st Child
2nd Child
3rd Child

EDUCATIONAL BACKGROUND

1. Formal Education
Dates Graduate
Major
Type of Location Attended d Degre
Name of School Course/
School (City) From Yes e
Subject
To No
2. Informal Education (Courses / Training)
Dates Attended
Location Lisence/
Training Type Provider From
(City) Certificate
To

3. Skill
LANGUAGE PROFICIENCY COMPUTER LITERACY

* Please indicate (Poor, Fair, Good, Are you familiar in operating a computer?
Excellent) Yes/No

* Written * Spoken List of PC Software that you are familiar with

English

Others
OTHER SKILLS

TOEFL / IELTS Score : ___________________________________________________

OCCUPATIONAL BACKGROUND

1. Define the structure of your current or last employer which explain the position of your
superior and or subordinate.

2. Work Experience
N Company Period Position Number of Last Reason for Leaving
o Subordinate Salary
1.
 2.
3.
4.
5.
3. Explain your main job for each position above.
_____________________________________________________________________________________________________
_____________________________________________________________________________________________________
_____________________________________________________________________________________________________

4. What changes have you tried to implement in your area of responsibility?

_____________________________________________________________________________________________________
_____________________________________________________________________________________________________
_____________________________________________________________________________________________________

5. Describe the biggest problem you faced. How did you handle them?
_____________________________________________________________________________________________________
_____________________________________________________________________________________________________
_____________________________________________________________________________________________________

6. Please explain an example of good decision you have made in the last six month?
What were the alternatives? Why did you choose that decision?
____________________________________________________________________________________________________
____________________________________________________________________________________________________
____________________________________________________________________________________________________

7. Please give some example of experiences in your job that were satisfied and
unsatisfied.
____________________________________________________________________________________________________
____________________________________________________________________________________________________
____________________________________________________________________________________________________

8. Why did you choose this career (type of work) ?

____________________________________________________________________________________________________
____________________________________________________________________________________________________
____________________________________________________________________________________________________

9. Strength and Weakness

What do you consider as your strengths? What do you consider as your weaknesses?

INTEREST & EXPECTATION

1. Please state your expected salary :

______________________________________
2. Please state your expected facilities :
______________________________________
3. Are you willing to be assigned out of Jakarta? :
______________________________________
OTHERS

1. References

Name Position Company Phone Number

1.
2.

2. Have you ever had any serious illnesses? If yes, what kind of illness and when?
_____________________________________________________________________________________________________

I certify that the information contained in this personal data form is true and accurate.

__________________, _____________________

(_____________________________________ )

Signature and Full Name

 M. Interview Guide

Interview Form

ASSESSMENT REPORT

Name : Targeted Position :

Education : Date of Interview :

Competency Description 1 2 3 4 5

Achievement Is proactive and persistent in working

Orientation towards the desired goal
Decisive and with sound judgement; thinks
through the consequences of decisions.
Analytical Seeks out data and advice when coming to a
Thinking decision, but is willing to make quick
decisions on partial or ambiguous data when
necessary
Is unafraid to confront ambiguous,
Integrity conflicting and risk situations directly and
takes action based on what he / she believes.
Understand the external environment
(competitive and market) and identify new
Marketing
source of opportunity. Anticipates future trends
to engage and delight consumers
Concentrates on the needs of the customers
to the extent of being proactively customer
Customer Service driven. Goes beyond customer complaints to
Orientation actively seek feedback & develop preventive
measures to resolve customer issues.
Inculcates these values in others.
Skilfully communicates with presence and
influence. Has the ability to lead a team to
Leadership
achieve its goals.

Acknowledging and accepting the choices that

Responsibility have been made, the actions that have been
taken, and the results that have been led to.

1 = Significantly need improvement ; 2 = Need improvement ; 3 = Meet requirement ; 4 = Above requirement ; 5 = Significantly above requirement
Interview Notes:

Description

Question List

a. Achievement Orientation

Competency Question List

Can you explain the greatest achievement youve made based on
your decision-making? How did you achieved? Whats the
BEI impact of your achievement on the organization?
Achievement Are you satisfied with the program that you have made in your
Orientation previous organization? Can you tell us the detail about it?
If youre accepted for this job, what kind of program will you
AI propose next year?
What target will you propose to achieve in the next 3 years?
 b. Analytical Thinking

Competency Question List

Whats your strategy on finding your customers needs in your
previous organization?
Based on your experience, please explain what you did when
BEI your business plan didnt go as planned with the reality on the
Analytical
Thinking field.
Have you ever experienced an unexpected problem before? How
did you handle it?
In your opinion, what kind of challenges does this business face?
AI How will you face it?

c. Integrity

Competency Question List

Have you experienced a situation where you have to make an
important decision for a common interest but it negatively affects
Integrity BEI some parties? Explain that situation and whats the result of your
decision?

d. Marketing

Competency Question List

What strategy have you ever made to introduce a product to a
customer? Explain that strategy and the result of it.

BEI Based on your experience in your previous job, what did you do to
increase a customers loyalty to your product?
Marketing How did you handle a negotiation with a customer or co-worker?
What was the outcome of that negotiation?
Whats your plan to improve PT Coca-Cola Indonesia products to
AI become a customers primary choice?

e. Customer Service Orientation

 Competency Question List
Have you ever faced any complaints from your customer? Please
BEI
explain the complaint and how you dealt with it.
Customer Service What kind of strategy will you propose to PT Coca Cola Indonesia
Orientation in order to increase our customers satisfaction towards our
AI
product and to minimalize complaints from customers?

f. Leadership

Competency Question List

Please explain how you ensure that your subordinate are on track
with the strategy and timeline you have shared.
Have you ever proposed an idea of a certain change in your team?
Explain the idea, how you proposed the idea to your subordinate
and the result of it.
Have you ever disagree on an idea your subordinate proposed?
BEI How did you deliver it? What was the final result?
Have you experience any conflict within a team in your previous
job? How did you respond to the conflicts within your team?
Leadership Hows the result?
What made you feel comfortable and uncomfortable when youre
working with your team?
If youre accepted in this positon, what will you do to create a
conducive working environment?
What would you do to build a winning team in PT Coca Cola
AI Indonesia, so that the target of the organization can be effectively
achieved?
If you were ever given a choice, what characteristic of a team
would you like to work with?

g. Responsibility

Competency Question List

When your plan didnt go as planned in your previous jobs, what
did you do to make things right? What explanation did you give to
BEI your supervisor?
Responsibility
Whats the biggest issue that evolved from a decision that you
made? How did you solve that problem?