Do Frontline Managers work in sync with a Brand's Vision in day to day operations?

Ideally they should, but normally they can't because they are busy with channel management, sales target value achievement, incentive earnings ... If the above activities are aligned with brand vision the front line manager will harbour workings for brand vision. Front line managers also follow up with their medical representatives or sales reps which is team operational working. Hence, this is where synchronization and communication between product management, marketing management and sales management matters. Brand vision needs to be developed so all stakeholders relate well to the brand vision.

I think Kawanljit missed the entire purpose. It is not about commitment.What happens is in a mid sized company, the product/brand custodian is solely accountable for his/ her brand but on placement level read(Sales) the personnel is not only responsible for one brand but numerous brands under on umbrella Co.

Say for eg, a sales rep of HUL is responsible for secondary/primary sales of entire products of his division like soaps and detergents (LUX,LIFEBOUY<etc),but on corporate level he is also accountable to the different brand custodian of LUX/LIFEBOUY.

This creates lots of confusion and dilution of the brand identity.

Just imagine the positioning of Lifebuoy/Lux and their product placement on the same platform.

Anyway I would appreciate more feedback from the community.

This is the greatest challange faced by Brand/Product Managers who dont have the luxury of working in big companies like ITC ( Taking Sarath's point of view a step forward). How can a product manager device a strategy where the organisational structure is based on different brand team but same sales team?

I partially agree with sarath's ponit of view but in Indian context, a sales manager is handling an entire product basket, say for eg, how will a sales manager achieve his productivity call when he is handling say an AIM match box and a Fiama shampoo, as the product/placement profile is completely different.

I feel that most of the front line managers are so engrossed in their day to day operations of achieving their targets they tend to dilute the Brand's objective and positioning in the larger objective. This can be really scarry for the Brand custodian.