Date post: | 04-Apr-2018 |
Category: |
Documents |
Upload: | pari-mehta |
View: | 229 times |
Download: | 0 times |
of 27
7/31/2019 Product Management1
1/27
7/31/2019 Product Management1
2/27
A product is anything that can be offered to a
market to satisfy a want or a need.
7/31/2019 Product Management1
3/27
What type of Products are Marketed?
Physical Goods Cars, Shampoos
Services Financial, Repair
Persons Movie Stars, Political Leaders
Places Switzerland, Nanital
Organizations Girl Scouts, Political
Parties
Ideas Family Planning, Driving in Single
Lanes
7/31/2019 Product Management1
4/27
Products are classified into 3 groups
according to their durability and tangibility
Non-Durable Few uses soaps, salt
Durable Many uses clothing,cooking range
Services Intangibles banking,
brokerage
7/31/2019 Product Management1
5/27
Convenience Goods
Frequently used, purchased with
minimum effort bread, cooking oil
Shopping Goods
Purchased less often, comparison on
price, quality, and style TV, Mobile
Phone
7/31/2019 Product Management1
6/27
Specialty Goods
Purchased as desired, branded products
anti-aging cream, shampoos
Unsought Goods
Purchased on perceived need, can do
without food processor, water filter
7/31/2019 Product Management1
7/27
Fast Moving Consumer Goods (FMCG)
Groceries
Snacks
Detergent
Hair Oil
7/31/2019 Product Management1
8/27
7/31/2019 Product Management1
9/27
Product Manager- Planning activities
related to product or product line and
Product manager must get the organization
to support the marketing programsrecommended in the plan
7/31/2019 Product Management1
10/27
Product
Manager
Advertising
Agency Media
Promotio
n
Services
Packagin
g
Purchasin
g
Sales
Market
Researc
h
Manuf.
and
Distrib.
Researchand
Dev.
Fiscal
Legal
Publicity
7/31/2019 Product Management1
11/27
Product Management is a part of marketing
management which concerns with product
planning and development and is now
extended to brand building andmanagement.
7/31/2019 Product Management1
12/27
http://www.youtube.com/watch?v=B1MSWYy
C80k
http://www.youtube.com/watch?v=ZiBeKrwfU90
http://www.youtube.com/watch?v=gxBd2piC
SBk
http://www.youtube.com/watch?v=B1MSWYyC80khttp://www.youtube.com/watch?v=B1MSWYyC80khttp://www.youtube.com/watch?v=ZiBeKrwfU90http://www.youtube.com/watch?v=ZiBeKrwfU90http://www.youtube.com/watch?v=gxBd2piCSBkhttp://www.youtube.com/watch?v=gxBd2piCSBkhttp://www.youtube.com/watch?v=gxBd2piCSBkhttp://www.youtube.com/watch?v=gxBd2piCSBkhttp://www.youtube.com/watch?v=ZiBeKrwfU90http://www.youtube.com/watch?v=ZiBeKrwfU90http://www.youtube.com/watch?v=B1MSWYyC80khttp://www.youtube.com/watch?v=B1MSWYyC80k7/31/2019 Product Management1
13/27
Head of
Company/
Division
Manufacturing Marketing Finance
Corporate
Communicatio
ns
Product
Management
Marketing
ResearchSupport
Manager
Product B
Manager
Product A
Manager
Product
C
7/31/2019 Product Management1
14/27
Classic brand management structure
developed by P&G in 1930s
Commonly used where different products usethe same channels of distribution
Product Manager acts as a Mini-CEO
7/31/2019 Product Management1
15/27
Product Manager has the ultimate
responsibility for the brand
Associate Product Manager develops brandextensions or manages a small brand
Assistant Product Manager is responsible for
market and share forecasting, budgeting,coordinating with production, executing
promotions, and packaging
7/31/2019 Product Management1
16/27
Center of responsibility is clear
Clear who to turn to for information on the
product
Product has an advocate with training,experience, persuasion, and communication
skills
7/31/2019 Product Management1
17/27
Induces a centralized structure
Several salespeople representing different
products calling on the same customer
7/31/2019 Product Management1
18/27
P&G
General Foods
Adobe
FordMitsubishi
GM (adopted 1995, dropped 2002)
7/31/2019 Product Management1
19/27
Marketing authority by market segment
Useful when there are significant differences
in buyer behavior in the market segments
Does not give managers full responsibility for
the services or products delivered
Market Focused Organization
7/31/2019 Product Management1
20/27
Focus on the customer as an asset
Easier to justify product modification or
elimination
When consumer purchases many differentproducts form the same company
Enhances product manager interactions due
to specific knowledge in the particular
segment
7/31/2019 Product Management1
21/27
Possible conflict with the product
management structure that may lie below
Mini-CEO training and experience oftraditional product managers may be lost
Most product management skills need to be
sustained
7/31/2019 Product Management1
22/27
Levi
Bell
7/31/2019 Product Management1
23/27
Head of
Company/
Division
Manufacturing Marketing Finance
Corporate
Communicatio
ns
AdvertisingProduct
Planning
Sales
Promotio
n
Marketin
g
Research
7/31/2019 Product Management1
24/27
Aligned by marketing functions
Product and market-focused organizations
have aspect of this structure embedded in
their organizations A single manager is not responsible for day-
to-day marketing activities of the product
Marketing strategies are designed and
implemented through coordinated efforts
7/31/2019 Product Management1
25/27
Administratively simple
Useful if company has few products
The structure is logical with normal
marketing activities Functional training is easier to deliver
Managers become functional experts
7/31/2019 Product Management1
26/27
Product responsibility is shared so no one
down the line can be held accountable
Requires substantial time in cross-functional
meetings Training is limited to function
Marketing VP or head needs to do much of
the planning
7/31/2019 Product Management1
27/27
Intel
Apple
HP