The document discusses product and brand management. It covers the following key points in 3 sentences: The responsibilities of a product manager include creating a product plan, developing demand planning, discussing with production, creating marketing strategies, discussing packaging, being responsible for line extensions, identifying new products, and proposing sales promotion plans. A product can be described at five levels from the core benefit to the potential product. Marketing planning involves establishing the corporate mission and goals, strategic business units, assigning resources, and planning for business growth.

1. 1 Product and Brand Management PRESENTED BY:- SITESH KUMAR SONI PGDM 4th TRIMESTER ROLL NO. 116 ICBM-SCHOOL OF BUSINESS EXCELLENCE

2. Responsibilities of a product manager Creating a product plan Developing demand planning Discussing with production dept Creating innovative marketing strategies Discussing about packaging Responsible for line extensions New product identification Proposing sales promotion plans Conducting marketing research Monitoring performance 2

4. some service --healthcare, tuition, or bank

5. a retail store -- music store, locality grocer, or supermarket

6. a person-- a singer, physician, or politician

7. an organization-- business organization, trade organization

8. a place-- village, city, or country

9. an idea-- social issues, concepts, or population control 3

11. The second level is a generic product

12. The third level is the expected product

13. The fourth level is the augmented product

14. The fifth level is the potential product4

15. CORE BENEFIT BASIC PRODUCT EXPECTED PRODUCT AUGMENTED PRODUCT POTENTIAL PRODUCT 5

20. The new competition is not on what firms manufacture in the factory but between what they add to their factory output in the form of packaging, services, advertising, customer advice, financing, delivery arrangements, warehousing, and other things that people value………………..Levitt

21. Each augmentation adds cost and slowly becomes potential benefit.9

23. Companies search for new ways to satisfy customers and distinguish their offer.10

24. Product Classification Products can be grouped under one of the two general categories. Consumer products arethose that we buy for our personal or family use or consumption. Organisational products represent those products that firms and institutions buy to produce other products, to resell, or to run day-to-day operations. 11

26. Non-durable goods

27. Services12

29. Shopping Products

30. Specialty Products

31. Unsought Products13

33. capital equipment,

34. accessory equipment,

35. component parts,

36. process materials,

37. consumable supplies and

38. industrial services. 14

39. Product Line and Product Mix Product item, product line, and product mix concepts help us understand the relationships among a company’s different products. A product item refers to a particular version of a product that is distinct, such as Surf Excel is a (premium) product item offered by Hindustan Lever Limited. A product line is a closely related group of products for essentially similar use, and technical and marketing considerations. Product mix is the total number of products that a company markets. 15

41. Upward Stretch

42. Both-Way Stretch

43. Line Filling16

44. Line Stretching Decisions New Product High High High Present New Present Price Price Price Product Product Product New Present New Product Product Product Low Low Low Low Low Low High High High Quality Quality Quality Downward Stretch Upward Stretch Both-Way Stretch 17

45. Line Pruning Line pruning is just the opposite to line stretching and involves a deliberate decision to cut down the number of items in product line(s). 18

46. MARKETING PLANNING 19

48. typically for a five year period

49. Tactical plans

50. typically for the year ahead

51. Contingency plans

52. an alternative plan if assumptions prove to be false20

54. It helps in management by objectives

55. It helps in achieving objectives

56. It helps in coordination and communication among the departments

57. It helps in control

58. It helps the customers in getting complete satisfaction.21

59. Strategic Planning at Three Levels Corporate Level Strategic Planning multi business corporation (e.g.: ICICI Group) “What business should we be in?” Business- Unit Level Strategic Planning strategic business unit (ICICI Bank) strategic business unit (ICICI Lombard) Strategic Business Unit (ICICI Prudential) “How should we compete in each of our businesses?” operations marketing Functional Level Strategic Planning finance human resources “How do we support each of our SBUs?” 22

60. Marketing Planning 23

61. Marketing Planning Marketing Planning Process 24

62. Marketing Planning Steps in Corporate Planning Process 1. Establishing corporate mission, objectives and goals. 2. Establishing Strategic Business Units 3. Assigning Resources to Each Strategic Business Unit 4. Planning for Business Growth. 25

64. Who is the customer?

65. What is value to the customer?

66. What will our business be?

68. (a) Separate responsibility for strategic planning and profit performance, and profit influencing factors

69. (b) Separate set of competitors

70. Single business or a collection of related businesses, which offer scope for independent strategic planning from remaining organization. 27

71. Marketing Planning Boston Consultancy Group (BCG) Matrix 28

72. Marketing Planning 29

73. 30 THANK YOU