The document discusses product management and marketing organizations. It provides an overview of product managers' roles and responsibilities, which include managing profit/loss and market share targets. It also describes different types of marketing organizations, such as those focused on products, markets, or functions. The document notes changes affecting product management, like new digital channels, data availability, and increased retailer power through category management.

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