Asem Khan presented on special issues in product management. Product management is an integral part of marketing and includes activities like product planning, development, branding and management. A product can be an object, service or idea that satisfies customer needs. Product management considers issues like product lines, life cycles, segmentation strategies, new product development and product launches while taking into account customer demand, competition, market testing and habits. The presentation covered topics such as test markets, gathering market testing information and determining appropriate actions. It also discussed an issues management process involving identifying, analyzing, formulating responses to, implementing, evaluating and controlling issues.

1. SSIEMS PARBHANI
Seminar on:-
“Special issues in product Management”
PRESENTED BY:
Asem khan
(Roll no. 212
MBA IInd year,
Marketing)
Guided By
Prof. Rahul Athawale

2. Product Management
• Product Management is an integral part of
marketing function and includes a whole
range of activities to product planning and
development and extend itself to brand
building and management

3. What is a product?
• A product is any offering by a company to a
market that serves to satisfy customer needs
and wants.
• It can be an object, service, idea,etc.
• Types of Product
 Tangible Products
 Intangible Products

4. Product Management – Conceptual
Issues
 Product Line Decisions
 Product Life Cycle
 Segmenting, Targeting and Positioning Strategies
 New Product Development
 Product Launch
 Business environment

5. Product Management – Conceptual Issues
• Customer demand
• Competition
• Market testing
• Customer habit
• Expected product

6. Market testing
• Test markets
• Test periods
• What information to gather?
• What action to take?

7. 7
Model of Issues Management
Process
Identification of IssuesIdentification of Issues
Analysis of IssuesAnalysis of Issues
Formulation of Issue ResponsesFormulation of Issue Responses
Implementation of Issue ResponsesImplementation of Issue Responses
Evaluation, Monitoring, and Control of ResultsEvaluation, Monitoring, and Control of Results

8. conclusion
• Determination and adjustment of the
organization’s ability to produce products
and services to match customer demand