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Transcript

  • 1. Product Management 09/23/11
  • 2.
    • Marketing Components
    • Product
    • Pricing
    • Distribution
    • Promotion (Marketing Communications)
    09/23/11
  • 3. Overview - Product Management
    • Product Manager-vs.-General Marketing Management
      • Many Different titles
      • Manage a Product or Group of Closely Related Products
      • Focus is Tactical-vs.-Strategic
    09/23/11
  • 4. Product Manager’s Qualifications
    • MBA - vs.-Non-MBA
      • 1/2 required
      • Several had internal training
      • MBA -vs.- Non-MBA
    • Experience more important
      • Consumer Product Companies
      • Small Companies
      • Industrial Sector
    09/23/11 From a Survey of Product Managers (<$500 Million - 8; >$500 Million - 15)
  • 5. Product Manager’s Critical Skills 09/23/11 From a Survey of Product Managers (<$500 Million - 8; >$500 Million - 15)
    • Organized
    • Efficient
    • Excellent Interpersonal Skills
    • Persuasive
    • Aware of Business Environment
  • 6. Product Manager’s Responsibilities
    • General Mgr. Responsibilities for Their Products
      • Profit & Loss
      • Market Share & Volume Targets
    • Marketing Planning
    • Planning Product Strategies
    • Implementing Strategies
    09/23/11 From a Survey of Product Managers (<$500 Million - 8; >$500 Million - 15)
  • 7. Marketing Organization
    • Product-Focused Organizations
    • Market-Focused Organizations
    • Functionally Focused Organizations
    • Marketing Organizations Implications of Global Marketing
    09/23/11
  • 8. Product-Focused Organizations
    • Classic P&G Brand Structure (1930s)
    • Product Manager = “Mini CEO”
      • Assistant Product Manager
      • Associate Product Manager
    09/23/11
  • 9. Market-Focused Organizations
    • Segments
      • Industry
      • Channels of Distribution
      • Geographic Regions
    • Significant Buyer Behavior Differences
    09/23/11
  • 10. Functionally Focused Organizations
    • Aligned By Function
    • Most Marketing Orgs. Have Some
    • Coordinated Implementation
    09/23/11
  • 11. Role of Sales Force
    • Part of the Marketing Mix
    • Separate from Marketing Organization
    • 3 Structures
      • Product/Product
      • Product/Market
      • Market/Market
    09/23/11
  • 12. Marketing Organization Implications of Global Marketing
    • Facilitate within Existing Structure
      • Change Tactics
      • Often Conflicts w/in Structure
    • Most Companies Evolve Into
      • Begin through Exporting
      • Strong Local Organizations Develop
    • Few Strong Centralized PM Systems Exist
    09/23/11
  • 13. Changes Affecting Product Management
    • New Ways to Reach Customers
      • World Wide Web
    • Data Explosion
        • Geographic/Demographic Purchase Patterns
      • Market Share, Sales, Distribution
    • Increased Brand Value
      • 90s Sales Promo & Price Discounts
      • Product Life Cycles Shortening
    09/23/11
  • 14. Changes Affecting Product Management
    • Increased Power of Retailers
        • Category -vs.-Brand Perspective
      • business units
      • retailers organized with category mgrs.
    • Significant Spending on Sales Promo
      • 90s Sales Promo Passes Advertising
    • Pricing and Value
    09/23/11
  • 15. Impact of Change on Organizational Structure: Category Management
    • Customer Retention More Important
      • Focus on Lifetime Value of Customers
    • Increased Global Competition
      • Asia, India, Latin America
    09/23/11