Product Management 09/23/11
<ul><li>Marketing Components </li></ul><ul><li>Product </li></ul><ul><li>Pricing </li></ul><ul><li>Distribution </li></ul>...
Overview - Product Management <ul><li>Product Manager-vs.-General Marketing Management </li></ul><ul><ul><li>Many Differen...
Product Manager’s Qualifications <ul><li>MBA - vs.-Non-MBA </li></ul><ul><ul><li>1/2 required </li></ul></ul><ul><ul><li>S...
Product Manager’s Critical Skills 09/23/11 From a Survey of Product Managers (<$500 Million - 8; >$500 Million - 15) <ul><...
Product Manager’s Responsibilities <ul><li>General Mgr. Responsibilities for Their Products </li></ul><ul><ul><li>Profit &...
Marketing Organization <ul><li>Product-Focused Organizations </li></ul><ul><li>Market-Focused Organizations </li></ul><ul>...
Product-Focused Organizations <ul><li>Classic P&G Brand Structure (1930s) </li></ul><ul><li>Product Manager = “Mini CEO” <...
Market-Focused Organizations <ul><li>Segments </li></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Channels of Distri...
Functionally Focused Organizations <ul><li>Aligned By Function </li></ul><ul><li>Most Marketing Orgs. Have Some </li></ul>...
Role of Sales Force <ul><li>Part of the Marketing Mix </li></ul><ul><li>Separate from Marketing Organization </li></ul><ul...
Marketing Organization Implications of Global Marketing <ul><li>Facilitate within Existing Structure </li></ul><ul><ul><li...
Changes Affecting Product Management <ul><li>New Ways to Reach Customers </li></ul><ul><ul><li>World Wide Web </li></ul></...
Changes Affecting Product Management <ul><li>Increased Power of Retailers </li></ul><ul><ul><ul><li>Category -vs.-Brand Pe...
Impact of Change on Organizational Structure: Category Management <ul><li>Customer Retention More Important </li></ul><ul>...
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Prod mgmt overview

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  • Prod mgmt overview

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

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