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Pbm Week One Pbm Week One Presentation Transcript

  • PRODUCT MANAGEMENT
  • HOW DOES IT BEGIN WITH THE PRODUCT MANAGER ????? By STRATEGIC PLANNING
    • Long term Profitability and Growth
    WHY is strategic planning done
    • Managerial Process Of Creating And Maintaining A Fit Between The Organization’s Objectives + resources And Evolving Market Opportunities
    • Long Term Profitability And Growth
    • Long Term Commitments Of Resources
    • PRACTICAL
    • Ranbaxy fighting polio or infant birth diseases
    • Gili to buy carbon & other brands
    • Kellogs Indian breakfast or maggi soups
    • Kmart filed bankruptcy closed 300 stores lost profitable brands like Disney, Bossinni..
    STRATEGIC PLANNING
    • By MARKETING PLAN
    How is strategic planning done
    • Process of anticipating future events and changing markets
    • Determining strategies to achieve organization objectives in the future
    • Written document that acts as a guidebook of marketing activities for the Manager
    WHAT IS A MARKETING PLAN ?
  • Elements of marketing plan
  • SAMPLE MARKETING PLAN MARKETING MYOPIA
  • -SLIDE 44
  •  
  •  
  •  
  • -SLIDE 45
    • Young, mobile executives with incomes over Rs.30,000 per annum, frequent travelers, computer –dependent individuals
    • MARKETING MIX
      • PRODUCT – personal mobile phone
      • Brand name – NOKIA YV14
      • Features – simultaneous voice/data ommunications, internet access, operation within buildings, link-ups to data subscription an email services, heavy data storage, colours, light weight, 800 hours battery backup, 5 year unlimited warranty on parts and labour, 24 hour technical support, leather or titanium carrying case
    TARGET MARKET SELECTION
    • Price – retail price of Rs. 12000, assuming mild price sensitivity and future price wars, finance options available, corporate discounts 20% on volume purchases
    • IMPLEMENTATION
      • FIRST QUARTER – complete marketing research on Price, design, promotional campaign, sign contracts with intermediaries..
      • SECOND QUARTER – public relations campaign, product introduction at trade shows, advertising rollout
      • THIRD QUARTER – test market, international markets….
      • (SBU MAY REQUIRE DIFFERENT MARKETING PLAN)
  • OBJECTIVES CONT…
  • THE MARKETING MIX
  • PRODUCT
    • Product can be defined as anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need.
    • Tangible components Intangible components
    • size, feature, colours, style, quality, image ,
    • durability, package , prestige, warranty,
    • taste brand name
    The product
  • Components of a product
    • Product variety
    • Quality
    • Design
    • Features
    • Brand name
    • Packaging
    • Sizes
    • Services
    • Warranties
    • Returns
  • PRODUCT LEVELS Core benefit - Sleep Potential product – all possible Augmented product – fresh flowers Expected product – clean bed Basic product – hotel room
  • PRODUCT CLASSIFICATION
    • Durability and tangibility
    • Consumer goods
    • Industrial goods
    • Nondurable
      • Tangible
      • Rapidly consumed
      • Example: Milk
    • Durable
      • Tangible
      • Lasts a long time
      • Example: Oven
    • Services
      • Intangible
      • Example: Tax preparation
  • PRODUCT CLASSIFICATION
    • Durability and tangibility
    • Consumer goods
    • Industrial goods
    • Classified by shopping habits:
      • Convenience goods
      • Shopping goods
      • Specialty goods
      • Unsought goods
  • PRODUCT CLASSIFICATION
    • Durability and tangibility
    • Consumer goods
    • Industrial goods
    • Materials and parts
      • Farm products
      • Natural products
      • Component materials
      • Component parts
    • Capital items
      • Installations
      • Equipment
    • Supplies and business services
      • Maintenance and repair
      • Advisory services
  •  
  • PRODUCT MIX PRODUCT MIX is a combination of products manufactured by the same business house to reinforce their presence in the market, increase market share and increase their profitability along with the satisfaction of consumer needs.
  • THE PRODUCT MIX
    • This is the total sum of all product and variants offered by an organisation.
    • The set of all product lines and items that a particular seller offer for sale to buyers.
    • The composite group of product that a company makes available to markets.
    • A product items is an individual product or brand.
  • PRODUCT LINE
    • A product line is a group of products that are closely related because they function in a similar manner , are sold to the same groups, are marketed through the same type of outlets, or fall within given price ranges.
    • PRODUCT MIX HAS MANY PRODUCT LINES
  • LGs product mix
    • REFRIGERATORS
    • WASHING MACHINES
    • MOBILES
    • AC
    • MICROWAVE
    • GAS STOVES
    • TV
    • ...
  • HUL PRODUCT MIX Product line-1 Bath soaps Dove Liril Pears Rexona Lifebuoy Hamam Breeze Le sancy Product line-2 Fabric wash Surf Rin Wheel Sunlight Ala 501 Product line-3 beverages Bru Brooke bond red label Lipton green label Taaza Taj Mahal A1 PRODUCT MIX WIDTH PRODUCT LINE LENGTH
    • PRODUCTS NIKE
    •  
    •  
    • WOMEN
    •  
    • FOOTWEAR
    •  
    • Nike Shox Deliver
    • Nike Shox Turbo+ Vi iD
    • Nike Shox NZ iD
    • Nike Shox Go iD
    • Nike Air Pegasus
    • Nike Dunk Low iD
    • Nike Shox Navina+ 2
    • Nike Air Rejuven8 LE Medal
    • Nike Air Charmer
    • Nike Free Women’s Thong
    • Nike Prima Mary Jane
    • Nike Celso Thong Plus
    •  
    •  
    •  
    • APPAREL
    •  
    • Nike Smash Pleated Tennis Skirt
    • Digital Motion Cut Out Swimsuit
    • Nike create the Future T-shirt
    • Nike Softest women’s jacket
    • Nike race day running singlet
    • Nike tech stripe sleeveless
    • Nike human race runner t-shirt
    •  
    •  
    • MEN
    •  
    • FOOTWEAR
    •  
    • Nike air zoom super bad 2
    • Nike Shox r4
    • Nike santiam sandal
    • Nike Air fightposite
    • Nike blazer high premium
    • Nike total90 strike II FG
    • Nike Shox TW
    •  
    •  
    • APPAREL
    •  
    • Rafa madator of spin
    • Nike player thermal
    • Nike short sleeve club America
    • Nike pro ultimate fitted T
    • Jordan’s ribbon basketball hoodey
    • Jordan durasheen basketball shorts
    • Nike core tennis warm up
    • Nike swoosh flex golf hat
    •  
    •  
    • 3. KIDS
    •  
    • FOOTWEAR
    •  
    • Nike vadal low premium
    • Nike new aquamotion print
    • Nike keystone low
    • Nike sunray adjust III print
    • Nike Jr total 90 shoe expand
    • Nike morgan Jr
    • Nike sensory motion peanut
    • Nike baby Fit-II
    • Nike little attest
    • Nike Xccelerarion
    • Nike Dart 5 (gs/ps)
    • Nike little impass tailwind
    •  
    • APPAREL
    •  
    • Nike toddler girl’s shorts
    • Nike border tennis girl’s dress
    • Nike playette infant’s 3-piece full zip girl”s hoodie set
    • Nike diamond light weight jacket
    • Nike therma fit vest
    • Nike attack knit jacket
    • Nike fleece pants
    • Nike deep V pullover
    • Nike training scooter skirt
    • Nike training jacket
    •  
    •  
    • 4. ACCESSORIES
    •  
    • Nike women’s cart golf bag
    • Nike 62” windsheer II auto open golf umbrella
    • Nike player’s jacquard golf towel
    • Nike swoosh belts
    • Nike verdana women’s golf gloves
    • Nike levanto wire MAX polarized golf sunglasses
    • Nike plaid women’s golf driver’s cap
    • Nike TARJ RD.P (sunglasses)
    • Nike iPod nano 8GB
    • Nike running hydration pack
    • Nike running arm wallet/phone case
    •  
  • DIMENSIONS OF PRODUCT MIX
    • Width : refers to no. of product lines the company carries. E.g.HUL manufactures bathing soaps, detergents, toothpastes. skin care, hair care etc products.
    • Length : refers to total no. of items the company carries within its product lines.
    • e.g.oral care product line of HUL includes totthpastes which are pepsodent and close up. skin care includes fair and lovely,ponds,vaseline..
  • WIDTH & LENGTH PERSONAL WASH LAUNDRY SKIN CARE HAIR CARE ORAL CARE Lux Breeze Lifebuoy Liril Dove Pears Hamam Rexona 8 Surf Excel Rin Wheel 3 Fair & Lovely Pond’s Vaseline 3 Sunsilk Naturals Clinic 3 Pepsodent Closeup 2 DEODRANTS Axe Rexona 2 COLOUR COSMETICS Lakme 1 BEVERAGES TEA Brooke Bond Lipton 2 COFFEE Brook Bond Bru 2 FOODS Kissan Annapurna Knorr 3 ICE CREAM Kwality Wall’s   1
    • Depth : refers to no. of versions offered of each product in the product line . E.g. pepsodent of HUL has several varieties like pepsodent 2 in 1,pepsodent G, pepsodent White..
    • Consistency : refers to how closely related the various product lines are in end-use, production requirements, distribution channels, etc. e.g. HUL’s product lines are consistent as they are consumer products that go through same distribution channels. The lines are less consistent in a way that they perform different functions for buyers.
  • DEPTH OF COLGATE-PALMOLIVE
    • Colgate Dental cream
    • Colgate Total 12
    • Colgate Max Fresh
    • Colgate Kids Toothpaste
    • Colgate Fresh Energy Gel
    • Colgate Herbal
    • Colgate Cibaca Family Protection
    • Colgate Advanced Whitening
    • Colgate Active Salt
  •  
    • COMPANY : PARLE PRODUCTS PVT LTD.
    •  
    •  
    • BISCUIT GOODIES-
    •  
    • PARLE G
    • KRACKJACK
    • KRACKJACK CRISPY CREAMS
    • MONACO
    • KREAMS
    • HIDE & SEEK MILANO
    • DIGESTIVE MARIE
    • PARLE MARIE
    • MILK SHAKTI
    • PARLE 20-20 COOKIES
    • NIMKIN
    •  
    • SWEETS-
    •  
    • MELODY
    • MANGO BITE
    • KACCHA MANGO BYTE
    • POPPINS
    • KISME TOFFEE
    • KISME GOLD
    • ORANGE CANDY
    • XHALE
    •  
    • SNACKS-
    •  
    • MUSST BITES
    • MANGO BITES CHEESLINGS
    • SIXER
    • MUSST STIX & MUSST CHIPS
    •  
    • MINERAL-
    • BISLERI
    • BAILLEY MINERAL WATER
    •  
  • PRODUCT MIX INVOLVES THE FOLLOWING SUB ELEMENTS:- PRODUCT ATRIBUTES BRANDING PACKAGING LABELING PRODUCT SUPPORT SERVICE
  • PRODUCT QUALITY
    • PRODUCT QUALITY is defined as the ability of the product to perform its functions. It includes:-
    • The products’s durability
    • Reliability
    • Precision
    • Ease of operation
    • Repair
    • PRODUCT QUALITY has two dimensions :-
    • QUALITY LEVEL
    • QUALITY CONSISTENCY
  • PRODUCT FEATURES
    • FEATURES are the qualities or characteristics of the product or services.
    • They are a competitive tool for differentiating the company’s product from the competitor’s product
  • COLGATE ADVANCED WHITENING
    • Restores natural whiteness.
    • Prevents stains from adhering.
    • Fights tarter, cavities and plaque.
  • PRODUCT STYLE AND DESIGN
    • Style simply describes the appearance of the product.
    • Style can be eye catching/grabs attention or can be yawn producing.
    • DESIGN contributes to a products usefulness as well as to looks.
    • It involves deep understanding of customer needs thereby delivering consumer product and service experience.
  • BRANDING
    • BRANDING is a name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors .
    • BRANDING adds VALUE to the product.
    • Advantages of branding to CONSUMERS:-
    • Helps them identify products that might benefit them.
    • Tell buyer about the product quality.
    • Advantages of branding to sellers:-
    • Brand name becomes the basis on which a whole story about a product’s special qualities can be built.
    • Brand name and trademark provide legal protection for unique features that otherwise may be copied by competitors.
  •  
  • PACKAGING
    • Packaging involves designing and producing the container or wrapper for the product. It includes:-
    • Product’s primary container
    • Product’s secondary package
    • Shipping package necessary to store , identify, and ship the product.
    • Labeling, printing information appearing on or with the package.
    • Various functions of packaging involves :-
    • To protect the product
    • To perform various sales tasks like attracting attention, describing the product and making the sales.
    • Paying heed to growing environmental concerns.
  • COLGATE KIDS TOOTHPASTE
    • Colgate kids toothpaste has
    • primary container – tube holding colgate kids toothpaste
    • Secondary packaging (the cardboard box containing the tube of colgate) which besides providing protection to the paste also attracts the attention of kids through its attractive pictures of bugs bunny & tweety as kids can well relate to them.
  • PRODUCT LABELLING
    • Label provides written information about product. Labeling is mandatory as it states the product’s ingredients and components.
  • Functions of Labeling :
    • Identifies the product
    • Describes Several things
    • Promote
    • States price
    • Nutritional content
  • PRODUCT SUPPORT SERVICES
    • It is the business unit with the primary responsibility to end user and partner requests for assistance with the company product’s and services.
    • A company’s offer usually includes some support services, which can be minor or major part of offering
  • Example: Activa - Honda
    • Manufactured by :- HONDA
    • Price – Rs 41,146
    • Services free - 6
    • Ways to lengthen product line :
    • 1. Line stretching – It is when a company lengthens its product line beyond its current range.
    • Companies located at the upper end of the market stretch their lines downwards
    • Company located at the lower end stretch their lines upwards.
    • Companies located in middle range of market can decide to stretch at both ends.
    • 2.Line filling : means adding more items within the present range of the line. The company should ensure that new items are noticeably different from existing ones.
    • Benefits of line filling:
    • Reaching for extra profits
    • Satisfying dealers
    • Plugging holes to keep out competitors
  • PRODUCT MIX : The product mix refers to the total number of product lines carried by a firm where each line reflects one type of product .
    • PRODUCT LINE LENGTH refers to number of products within a product line such as different types of detergents offered by a brand.
    • PRODUCT DEPTH refers to the number of variation of one particular product. For eg, a range of package sizes from trial size to jumbo size.
  • Product line decisions
    • Product line length -the no. of items in the product line.
    • Product line stretching- it occurs when a company lengthens its product line beyond its current range.
    • Product line filling - it means adding more items within the present range of the line.
  • PRODUCT LINE
    • A group of closely related product items.
    • They are related in terms of
    • - function
    • - benefit
    • - production
    • - the way in which they are marketed.
    • A group of product ( manufactured and distributed by an organisation ) which are similar in the way they are produced or marketed.
  • PRODUCT LINE DEPTH
    • Depth of the product line denotes the total number of items under each brand in the line, in terms of variants, shades, models, etc.
    • Example: lux is a brand and its variants such
    • lux almond, lux strawberry &cream
    • constitutes the depth of product line.
  • PRODUCT MIX WIDTH
    • Product line width is the number of distinct product lines offered by an organisation.
    • Example: HUL produces
    • - bath soaps
    • - fabric wash
    • - beverages.
    • Which denotes the product mix width of HUL.
  • PRODUCT PORTFOLIO
    • This is another term for the product mix – all the lines and all the items that the company offers.
    • Portfolio planning is the process of managing the mix of product.
    • To accomplish this it is necessary to analyse the collection.
    • The most famous tool of analysis is the Boston matrix
  • STRATEGIC PLANNING