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The State of Product Management in India - Confianzys PM Survey 2012
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The State of Product Management in India - Confianzys PM Survey 2012


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We conducted a study on the state of product management in India: what activities are product managers involved with, what their biggest challenges are, and how they are equipping themselves on the …

We conducted a study on the state of product management in India: what activities are product managers involved with, what their biggest challenges are, and how they are equipping themselves on the road to product success.

The survey was administered online using a structured questionnaire with practicing product managers (PMs) across companies of different sizes participating in it.

Published in: Business, Education

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  • 1. The State of Product Management in India 2012 Confianzys Consulting Pvt Ltd
  • 2. Objective of the Survey: Understand and improve Product Management Ecosystem in India Help address the practical challenges (both internal and external) faced by Product Management practitioners How are Product Managers equipping themselves on the road to product successSample Size: Survey sent to 200+ Product Managers 100 responded (Qualitative and Quantitative data)
  • 3. Data Analysis
  • 4. Product Managers involved in New Product Launch: Product Launch 13.21% Yes No 86.79% Insight: Most of the Product Managers have taken part in product conceptualization, building and launching of products Source:
  • 5. Product Manager’s Launch Success Product Success 45.28% 50% 45% 40% 35% 26.42% 30% 25% 15.09% 13.21% 20% 15% 10% 5% 0% Highly Successful Successful Can be better Not yet launchedInsight: Many of the product managers feel that their recently launched productcould have been more successful in the market. This may be accounted to manyexternal / internal challenges and the nascent stage of Product Management inIndia Source:
  • 6. Product Manager’s Contribution Key Deliverables 50% 40% 25.24% 26.21% 30% 22.33% 21.36% 20% 10% 4.85% 0% Business Case Market Market Plan Product Road Others Requirements MapInsight: Product Mangers in India are beginning to spend more time on defining theright problems rather than rushing to wrong solutions/products. Source:
  • 7. Product Management function in the Organization Product Management resides in 43% 50% 40% 32% 30% 19% 20% 6% 10% 0% Corporate Marketing Engineering Others FunctionInsight: Few companies assign product management as a corporate function,indicating that companies are yet to give product management a key role and treat itas a separate entity that communicates directly with other teams. Source:
  • 8. Key Roadblocks - Internal Top Internal Challenges 50% 40% 30% 22% 16% 17% 20% 12% 13% 11% 9% 10% 1% 0%Insight: Role definition and implementation as well as knowledge relatedchallenges were the top internal challenges faced by most Product Managers.This indicates that the increase in the awareness of what PM’s role in theorganization is a must. Source:
  • 9. Key Roadblocks - External Top External Challenges 50% 40% 30% 22% 16% 17% 15% 20% 10% 11% 8% 10% 1% 0% Insights: Most respondents felt conducting Market Research, validating Market opportunities and articulating Market Needs & prioritizing Customer needs were the external challenges faced by them. Source:
  • 10. Market-Centric Measures Adopted How to overcome the challenges? 50% 40% 30% 24% 19% 18% 17% 20% 13% 9% 10% 0% Market Driven Structured PM Tools Skills Executive Validated Methodology Processes Support Learning With more emphasis given to market driven methodology, tools, skills and structured PM processes to overcome challenges, this indicate the need for PM training in the Indian market. Given that many product managers move into the space from engineering, there is value in learning to become market-centric and approach product management in the right way Source:
  • 11. Priority “Impact Pillars” for Improvement Areas of Improvement 50% 40% 29.67% 28.57% 23.08% 30% 18.68% 20% 10% 0% Market Customer Process Business Value and Opportunities Understanding Standardization evangelization Examination Most Product Managers felt that they needed immediate improvements in market opportunity identification, customer needs understanding and process adoption indicating the fact that they wanted to take more responsibilities pertaining to understand the market and the customers Source:
  • 12. Scientific Pricing Methodology Adopted 24.53% Yes 75.47% No Not having any scientific pricing methodology would be an alarming concern for the product’s success and further roadmaps. Source:
  • 13. Formal Product Performance Review Mechanism 45.28% 54.72% Yes No A formal review process for Product Management is institutionalized in many product companies across India. Still a wide spread adoption is yet to be seen Source:
  • 14. Thank You!!To know more, visit /Contact us at or 080 4084 7500