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Introduction to  Product Management Presented by: Ripudaman Singh Randhawa
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Introduction
Introduction  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Definition Product management  : It is the function of ensuring over time,that the product or service profitably meets the needs of customer by continuously monitoring and modifying the elements of the marketing mix
Two faces of product management Voice of The Customer Capabilities of  the Company Inbound Product Development Convert the value proposition into a market offering Outbound Product Marketing Take the offering and the  value message to market
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Responsibilities vary by context Maturity of product-market Company Size SMALL LARGE MATURE EMERGING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market Maturity
The new P’s Product Management Development & Services Marketing Communications Sales Channel Who owns this? Price Problem Product Promo Place
Product manager Definition : A product manager is a middle manager, usually within the marketing organization,responsible for successfully bringing new products (or services/brands)to market and ensuring the ongoing success of existing products over their lifecycle by orchestrating all functional areas that impact the development, manufacturing, sales, and support of products.
Production &  R&D Product manager advertising customer Top management Legal & purchasing logistics Finance  sales Role of product manager
Deliverables for Product Managers Product Conception Product Development  Product Launch Product Sustaining ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Planning skills _______________________
Customer Value Management ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customer analysis process Identify and profile  best  customers Develop customer value profile Increase profitability of  Existing customers Attract new customers  Extend the length of relationship with you Increase the amount of  business they do with you
Checklist  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product skills ________________________
Strategic product planning
Strategic product planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personal skills for product managers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Competencies for product managers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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Any Questions ??????
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product management

  • 1. Introduction to Product Management Presented by: Ripudaman Singh Randhawa
  • 2.
  • 4.
  • 5. Definition Product management : It is the function of ensuring over time,that the product or service profitably meets the needs of customer by continuously monitoring and modifying the elements of the marketing mix
  • 6. Two faces of product management Voice of The Customer Capabilities of the Company Inbound Product Development Convert the value proposition into a market offering Outbound Product Marketing Take the offering and the value message to market
  • 7.
  • 8.
  • 9.
  • 10. The new P’s Product Management Development & Services Marketing Communications Sales Channel Who owns this? Price Problem Product Promo Place
  • 11. Product manager Definition : A product manager is a middle manager, usually within the marketing organization,responsible for successfully bringing new products (or services/brands)to market and ensuring the ongoing success of existing products over their lifecycle by orchestrating all functional areas that impact the development, manufacturing, sales, and support of products.
  • 12. Production & R&D Product manager advertising customer Top management Legal & purchasing logistics Finance sales Role of product manager
  • 13.
  • 15.
  • 16. Customer analysis process Identify and profile best customers Develop customer value profile Increase profitability of Existing customers Attract new customers Extend the length of relationship with you Increase the amount of business they do with you
  • 17.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.