The document discusses product strategy and management. It defines a product and different levels of a product from core benefit to potential product. It also discusses classifying products as durable/non-durable goods and consumer/industrial goods. Product systems and mixes are covered along with managing product lines through line length, stretching, and filling. Product-mix pricing strategies and packaging objectives are summarized. Packaging aims to promote products, define identity, provide information, express customer needs, ensure safe use, and protect the product. Labels are also discussed in types like brand and descriptive labels.
Here is the presentation I gave at the OSU COE Summit on April 9th - Lean Product Development – going beyond tools and processes, and taking ownership of the product!!
When developing a product, the tools and processes you choose to use can certainly have an impact on the quality and speed to market. However the best tools and processes alone do not guarantee success. Product ownership is the key success differentiator! In this session we will examine the role and key responsibilities of a Product Owner and discuss the importance of leadership, ownership and championing that leads to product development success.
I used a lot of resources from Pichler Consulting - they have done a great job at illustrating some of the main concepts around Product Ownership and Product Owner role.
This presentation discusses how you can leverage the innovation strategy and the product lifecycle to get your product strategy right and achieve product success; how to make your product stand out from the crowd; and how you can effectively capture your product strategy.
“Teamwork is the ability to work together towards a common vision. The ability to direct individual accomplishments towards organizational objectives. It is the fuel that allows common people to attain uncommon results.” – Andrew Carnegie
Research has proven that a key ingredient of any successful team is a shared vision. When each team member knows that they are doing something of value and that their individual contribution is essential for the success of the team, they are more committed to the result.
Join us for an interactive session where you will learn how to create and communicate a company, product or project vision using the following tools and techniques (and more):
Elevator Statement: communicate the vision in less than 30 seconds (the average time span of an elevator ride)
Product Vision Board : Validate your ideas and assumptions about the target group, user needs, key product features and value the product should deliver
Vision Box: If your product or initiative were marketed in a box, what would it look like?
These tools and techniques are suitable for teams in both an Agile and Waterfall environment and will encourage participation from even the most challenging stakeholder!
Main takeaways
Get practical hands-on experience using all of the above techniques
Discover the OMG (Object Management Group) Business Motivation Model and learn the difference between “Mission” and “Vision” and how “Courses of Action” help to attain “Desired Results”.
Defining the business need and vision is a key task of the BABOK Enterprise Analysis knowledge area and a critical part of any business analysis effort. Use these techniques as an alternative to the options available in the BABOK.
The Product Management Canvas, is a strategic management and entrepreneurial articulation tool. It allows you to describe your product. It can also be used as a checklist by a Product Manager to ensure they have considered all aspects of Product Planning. For an ever evolving product, it can also be used to communicate the current state to various dependent functional teams. It serves different purpose from a Product Model Canvas or Roman Pichler’s Product Canvas.
Here is the presentation I gave at the OSU COE Summit on April 9th - Lean Product Development – going beyond tools and processes, and taking ownership of the product!!
When developing a product, the tools and processes you choose to use can certainly have an impact on the quality and speed to market. However the best tools and processes alone do not guarantee success. Product ownership is the key success differentiator! In this session we will examine the role and key responsibilities of a Product Owner and discuss the importance of leadership, ownership and championing that leads to product development success.
I used a lot of resources from Pichler Consulting - they have done a great job at illustrating some of the main concepts around Product Ownership and Product Owner role.
This presentation discusses how you can leverage the innovation strategy and the product lifecycle to get your product strategy right and achieve product success; how to make your product stand out from the crowd; and how you can effectively capture your product strategy.
“Teamwork is the ability to work together towards a common vision. The ability to direct individual accomplishments towards organizational objectives. It is the fuel that allows common people to attain uncommon results.” – Andrew Carnegie
Research has proven that a key ingredient of any successful team is a shared vision. When each team member knows that they are doing something of value and that their individual contribution is essential for the success of the team, they are more committed to the result.
Join us for an interactive session where you will learn how to create and communicate a company, product or project vision using the following tools and techniques (and more):
Elevator Statement: communicate the vision in less than 30 seconds (the average time span of an elevator ride)
Product Vision Board : Validate your ideas and assumptions about the target group, user needs, key product features and value the product should deliver
Vision Box: If your product or initiative were marketed in a box, what would it look like?
These tools and techniques are suitable for teams in both an Agile and Waterfall environment and will encourage participation from even the most challenging stakeholder!
Main takeaways
Get practical hands-on experience using all of the above techniques
Discover the OMG (Object Management Group) Business Motivation Model and learn the difference between “Mission” and “Vision” and how “Courses of Action” help to attain “Desired Results”.
Defining the business need and vision is a key task of the BABOK Enterprise Analysis knowledge area and a critical part of any business analysis effort. Use these techniques as an alternative to the options available in the BABOK.
The Product Management Canvas, is a strategic management and entrepreneurial articulation tool. It allows you to describe your product. It can also be used as a checklist by a Product Manager to ensure they have considered all aspects of Product Planning. For an ever evolving product, it can also be used to communicate the current state to various dependent functional teams. It serves different purpose from a Product Model Canvas or Roman Pichler’s Product Canvas.
What is this mysterious thing called Product strategy? How do we know if we have a sound strategy, are aligning the company behind it, and actually executing on it? Learn from several world class companies and products, and from the people behind it.
The Product Visioning Workshop: A Proven Method for Product Planning and Prio...Perfetti Media
Is your team looking for new product concepts to capture a new market? Do you need to establish a long-term product strategy? Are you working to set a direction to drive roadmap decisions?
In this presentation, we will share a proven approach for creating a long-term product vision that your team can understand and rally behind. We will share all of the techniques you'll need to successfully run a Product Visioning Workshop with your product team and business stakeholders.
You will learn how to create a long-term vision for your product, establish consensus and buy-in across your organization, and prioritize features for the product roadmap. Your product managers will come away equipped to create roadmaps that align with your long-term product strategy.
This slide deck shares my thoughts on the product owner role. It discusses what it means to own a product, and how the product owner role can be scaled.
As a product manager, your entire job revolves around deciding what you need to do next, in other words, having a product strategy. Successful product strategy means balancing all factors such as internal capabilities, competitive landscape, user needs and available opportunities. Moharyar discusses these challenges and provides a few simple frameworks one can apply to assess which direction to take to ensure the overall success of their product.
Moharyar has over 5 years’ experience as a product manager, working for companies such as Apple, Bell and Loblaw Digital. Moharyar is passionate about early stage start-ups and is a lead instructor for Product Management at BrainStation. His background in engineering, combined with his Master's in Business Administration from Queen's University, has allowed him to develop a deep understanding of product management. Moharyar blogs on popular Product concepts and at one point was the number 1 “Most Viewed Author” on Minimum Viable Product on Quora.
You can find Moharyar on Twitter @MoeAli454
---------------------------------
Join us in the #toronto channel on Slack: http://slack.mindtheproduct.com/
An introduction to the product vision board. The product vision board has originally been created by Roman Pichler. In the light of the courses we teach at Ghent University I added some changes.
The notes can be found in the ppt.
This 2017 talk gives an overview of Product Strategy and why it is needed for any type of product we build. Including an example of how Uber's product strategy has evolved over the years and why a product strategy should be iterative. The role of the product owner is to be the CEO of the product, validate it's business model, and provide differentiated value to customers against competitors.
Stanley Ng - Innovation Management - How others can innovate with youProduct Camp Singapore
Stanley Ng, Entrepreneur | Business Advisor | Adult Educator, Progreso Training Pte. Ltd., IPv6 Forum Singapore, iDigital Holdings Pte. Ltd. on "Innovation Management - How others can innovate with you" at ProductCamp Singapore Volume 6.
Please do not circulate as there are copyrighted materials in there. Please request for permission to use or circulate them (Contact Stanley at - stanley@idigitalholdings.com).
This presentation is an introduction to some of the key elements of Product Strategy for early-stage startup founders. Product people who are interested in saving time & money while gaining feedback quickly and validating their business model & product decisions early might be interested as well.
I am a consultant on Product Strategy for small & big enterprises. Find out more about my work & connect with me: about.me/marc.lange
This keynote presentation was given by me at Google Launchpad Munich on the 2nd of March. To find out more about Google Launchpad, the global, event-based micro-accelerator, check out this link: https://developers.google.com/startups/launchpad
I am a Google Head Expert on Product Strategy. See my profile here: https://developers.google.com/experts/people/marc-c-lange
Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...cxpartners
In this talk that I gave at ProductTank Bristol I created a product vision for a global health insurance client, including a new workshop format that you can use yourself to determine your own product vision statement.
Steve Johnson - Product Management Expert and Author, Under 10 Consulting.
Topic: Is Agile Breaking Product Management?
Website: http://under10consulting.com/
Blog: http://under10consulting.com/blog/
Product Management Principles in a Services CompanyClifford Dive
....or "we're brilliant guys and we can do clever stuff for you."
Companies delivering services have many of the same challenges as product companies but there are some significant differences too.
Berenice Mann and Clifford Dive look at what makes service companies special, the challenges and possible solutions. They describe their experience of working together in Marketing and Business Development as a local consultancy went through a transformation process, and touch on:
- how to promote the company as thought leader
- coordinated product and services story
- innovation
- sales and marketing working together
Some things worked, and others didn't.
Berenice comes from an R&D background, with a PhD in Physics. She has experience of technical project and team management, from product development and production through to marketing.
Cliff has broad experience in product innovation and realisation, with roles including product management, programme management and business development.
Berenice and Cliff have experience both of product and services companies. They first met at Sentec, where Berenice was Marketing Manager, and Cliff was Business Development Manager, at a time when the company was rapidly evolving, attempting to grow both revenue and profitability.
What is this mysterious thing called Product strategy? How do we know if we have a sound strategy, are aligning the company behind it, and actually executing on it? Learn from several world class companies and products, and from the people behind it.
The Product Visioning Workshop: A Proven Method for Product Planning and Prio...Perfetti Media
Is your team looking for new product concepts to capture a new market? Do you need to establish a long-term product strategy? Are you working to set a direction to drive roadmap decisions?
In this presentation, we will share a proven approach for creating a long-term product vision that your team can understand and rally behind. We will share all of the techniques you'll need to successfully run a Product Visioning Workshop with your product team and business stakeholders.
You will learn how to create a long-term vision for your product, establish consensus and buy-in across your organization, and prioritize features for the product roadmap. Your product managers will come away equipped to create roadmaps that align with your long-term product strategy.
This slide deck shares my thoughts on the product owner role. It discusses what it means to own a product, and how the product owner role can be scaled.
As a product manager, your entire job revolves around deciding what you need to do next, in other words, having a product strategy. Successful product strategy means balancing all factors such as internal capabilities, competitive landscape, user needs and available opportunities. Moharyar discusses these challenges and provides a few simple frameworks one can apply to assess which direction to take to ensure the overall success of their product.
Moharyar has over 5 years’ experience as a product manager, working for companies such as Apple, Bell and Loblaw Digital. Moharyar is passionate about early stage start-ups and is a lead instructor for Product Management at BrainStation. His background in engineering, combined with his Master's in Business Administration from Queen's University, has allowed him to develop a deep understanding of product management. Moharyar blogs on popular Product concepts and at one point was the number 1 “Most Viewed Author” on Minimum Viable Product on Quora.
You can find Moharyar on Twitter @MoeAli454
---------------------------------
Join us in the #toronto channel on Slack: http://slack.mindtheproduct.com/
An introduction to the product vision board. The product vision board has originally been created by Roman Pichler. In the light of the courses we teach at Ghent University I added some changes.
The notes can be found in the ppt.
This 2017 talk gives an overview of Product Strategy and why it is needed for any type of product we build. Including an example of how Uber's product strategy has evolved over the years and why a product strategy should be iterative. The role of the product owner is to be the CEO of the product, validate it's business model, and provide differentiated value to customers against competitors.
Stanley Ng - Innovation Management - How others can innovate with youProduct Camp Singapore
Stanley Ng, Entrepreneur | Business Advisor | Adult Educator, Progreso Training Pte. Ltd., IPv6 Forum Singapore, iDigital Holdings Pte. Ltd. on "Innovation Management - How others can innovate with you" at ProductCamp Singapore Volume 6.
Please do not circulate as there are copyrighted materials in there. Please request for permission to use or circulate them (Contact Stanley at - stanley@idigitalholdings.com).
This presentation is an introduction to some of the key elements of Product Strategy for early-stage startup founders. Product people who are interested in saving time & money while gaining feedback quickly and validating their business model & product decisions early might be interested as well.
I am a consultant on Product Strategy for small & big enterprises. Find out more about my work & connect with me: about.me/marc.lange
This keynote presentation was given by me at Google Launchpad Munich on the 2nd of March. To find out more about Google Launchpad, the global, event-based micro-accelerator, check out this link: https://developers.google.com/startups/launchpad
I am a Google Head Expert on Product Strategy. See my profile here: https://developers.google.com/experts/people/marc-c-lange
Practical Steps in Determining Your Product Vision (Product Tank Bristol - Oc...cxpartners
In this talk that I gave at ProductTank Bristol I created a product vision for a global health insurance client, including a new workshop format that you can use yourself to determine your own product vision statement.
Steve Johnson - Product Management Expert and Author, Under 10 Consulting.
Topic: Is Agile Breaking Product Management?
Website: http://under10consulting.com/
Blog: http://under10consulting.com/blog/
Product Management Principles in a Services CompanyClifford Dive
....or "we're brilliant guys and we can do clever stuff for you."
Companies delivering services have many of the same challenges as product companies but there are some significant differences too.
Berenice Mann and Clifford Dive look at what makes service companies special, the challenges and possible solutions. They describe their experience of working together in Marketing and Business Development as a local consultancy went through a transformation process, and touch on:
- how to promote the company as thought leader
- coordinated product and services story
- innovation
- sales and marketing working together
Some things worked, and others didn't.
Berenice comes from an R&D background, with a PhD in Physics. She has experience of technical project and team management, from product development and production through to marketing.
Cliff has broad experience in product innovation and realisation, with roles including product management, programme management and business development.
Berenice and Cliff have experience both of product and services companies. They first met at Sentec, where Berenice was Marketing Manager, and Cliff was Business Development Manager, at a time when the company was rapidly evolving, attempting to grow both revenue and profitability.
Talk given by Vladimir Gerasimov (Product Management Senior Manager) and Joyce Yeh (Software Engineer) at Salesforce, at STPcon in September 2016
Salesforce delivers three major feature releases a year, made possible with strong collaboration among its team members. In this session we will talk about how Developers and Quality Engineers collaborate in an Agile environment on a daily basis. It all starts with a User Story and ends with satisfied customers. We will walk you through everything in between, from the moment the story is created to the release time when the code is deployed to production. We will use the lifecycle of a User Story to show how different team members are enabled through our Agile process and different tools.
Session Takeaways:
How Salesforce leverages collaboration between Developers and Quality Engineers to deliver 3 major feature releases a year.
How Salesforce maintains the highest quality standards.
What quality and development practices are used in scrum team.
General lifecycle of a User Story from idea to production at Salesforce.
Chính sách kinh tế vĩ mô singapore 2013-2015Ku Meo
Bài tập nhóm môn Kinh tế vĩ mô - Thầy Vũ Trọng Phong: "Thuyết trình về chính sách kinh tế vĩ mô của một nước và đề ra giải pháp".
Nhóm lựa chọn đất nước Singapore giai đoạn 2013-2015.
Nội dung chính:
Phần 1. Tổng quan về đất nước Singapore
1. Tổng quan nền kinh tế Singapore
2. Bối cảnh kinh tế Singapore
Phần 2. Chính sách kinh tế vĩ mô của Singapore
1. Mục tiêu quốc gia
2. Các chính sách kinh tế vĩ mô
3. Kết quả đạt được
4. Bài học rút ra
Talk given by Ryan Michela, Principal Software Engineer at Salesforce, at Silicon Valley Code Camp on October 2016
The Git distributed version control system is basically magic. It tracks all your files, branches, merges, and changes. You can work online, offline, with or without a central server. Git has unlocked the power of distributed teams and become one of the foundational technologies of modern software development. Yet how does it work? In this presentation we deep dive into the hidden internals of the Git distributed version control system to find out how they really work. We will start with the history of Git - where it came from and how it came to be. Then we will cover how Git represents objects in it's data store, and what is really going on in your .git directory. Next we will break down a commit and look at how Git represents your commit history. Finally, we will take a look at branching and merging, including what really happens when you rebase a branch. By the end you will be a Git wizard, able to see through the magic and control it for yourself.
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements.
Marketing mix is one of the major concepts in modern marketing. It is the combination of various elements which constitutes the company’s marketing system. It is set of controllable marketing variables that the firm blends to produce the response it wants in the target market. Though there are many basic marketing variables.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
4. What is a product?
Anything offered to the market
To satisfy want or need
• Goods, services, experiences, events,
persons, places, organizations and ideas.
Most important element of marketing mix
5. Market offering
Customer will judge the offering by three basic
elements
• Product features and quality
• Service mix and quality
• price
6. Product levels
In planning its market offering, the marketer needs to
address five product levels .Each level adds more
customer value, and the five constitute a customer-
value hierarchy:
7. CORE BENEFIT • The service or benefit the
customer is really buying.
• A hotel guest is buying rest
and sleep.
• The purchaser of a drill is
buying holes.
• Marketers must see
themselves as benefit
providers.
BASIC PRODUCT
EXPECTED PRODUCT
AUGMENTED PRODUCT
POTENTIAL PRODUCT
8. CORE BENEFIT • The marketer must turn the
core benefit into a basic
product.
• Thus a hotel room includes a
bed, bathroom, towels, desk,
dresser, and closet.
BASIC PRODUCT
EXPECTED PRODUCT
AUGMENTED PRODUCT
POTENTIAL PRODUCT
9. CORE BENEFIT • The marketer prepares an
expected product, a set of
attributes and conditions
buyers normally expect when
they purchase this product.
• Hotel guests minimally expect
a clean bed, fresh towels,
working lamps, and a relative
degree of quiet
BASIC PRODUCT
EXPECTED PRODUCT
AUGMENTED PRODUCT
POTENTIAL PRODUCT
10. CORE BENEFIT • The marketer prepares an
augmented product that
exceeds customer
expectations.
BASIC PRODUCT
EXPECTED PRODUCT
AUGMENTED PRODUCT
POTENTIAL PRODUCT
11. CORE BENEFIT • `The potential product, which
encompasses all the possible
augmentations and
transformations the product
or offering might undergo in
the future.
BASIC PRODUCT
EXPECTED PRODUCT
AUGMENTED PRODUCT
POTENTIAL PRODUCT
13. Durability and tangilbility
• Non-durable goods
Tangible goods normally consumed
in one or few uses.
Purchased frequently
• Durable goods
Tangible goods that survive many uses.
They require more seller guarantee and
command higher margin.
15. Consumer goods classification
• Convenience goods
goods purchased frequently and
immediately with minimum effort
Staples, impulse goods and emergency
goods
• Shopping goods
Those goods consumer characteristically compares on such bases as suitability,
quality, price, and style.
Homogeneous and heterogeneous
16. • Specialty goods
Those goods having unique characteristics or brand identification for
which enough buyers are willing to make a special purchasing effort.
• Unsought goods
Those goods the consumer does not know about or normally think of
buying, such as smoke detectors, grave stones.
18. Industrial goods classification
• Materials and parts
Materials and parts are goods that enter the manufacturer’s
product completely
Raw materials
o Farm products
o Natural products
20. • Capital items
Capital items are long-lasting goods that facilitate
developing or the finished product.
Installations
equipment
21. Supplies and business services
supplies are two kinds
maintenance items and repair items
operating supplies
business services include
maintenance and repair services (window cleaning, copier repair)
Business advisory services (legal, advertising)
22. Product and service differentiation
product differentiation
Form
Features
customizations
Performance
quality
Conformance
quality
Durability Reliability
Reparability
style
25. Design
Design is the totality of features that affect how a product
looks, feels, and functions to a consumer.
Design offers functional and aesthetic benefits and appeals
to both our rational and emotional sides.
e.g.. The product strategy of Hawkins is to span wide range of
cooking products with innovative product designs.
28. Product System
Is a group of diverse but related items that functions in
compatible manner
Why its call Product System??
Eg. Mobile Phone Industry, Automobile Industry
29. Product Mixes
Set of all products and items a particular seller
offers for sales
31. • NO.DIFFERENT PRODUCT
LINE COMPAINY OFFERSWIDTH
• TOTAL NO. OF PRODUCT
IN SINGLE LINELENGTH
• NO. VARIANTS OF EACH
PRODUCT IN LINEDEPTH
• HOW CLOSELY RELATED
PRODUCT LINES ARECONSISTANCY
45. Objective behind managing
product line length
To induce up-selling
To facilitates cross-selling
Protects against economic ups and downs
To use excess manufacturing capacity
To satisfy specific customer demands
48. Ways of line stretching
• Introduction of lower price line
than current offering to enter
low-end segment
Down-
Market
Stretch
• Introduction of higher price line
than current offering to enter
high end market
Up-Market
Stretch
• Stretching in both ways to gain
market dominance
Two Way
Stretch
50. Line filling
Lengthening product line by adding more item within
present range
Plugging holes to keep out competitors
Overdone result in Cannibalization and Customer
Confusion
BMW’s evolution one brand five model to 3 brands 14
Series
Good Knight journey to market leader
51. Product line management
Line Modernization: Introducing advance product
Line Featuring: Introducing Special edition’s
Line pruning: Cutting Product Line
53. PRODUCT-MIX PRICING
STRATEGIES
PRICING
PRICE IS THE VALUE THAT IS PUT TO A PRODUCT OR SERVICE
IT IS THE RESULT OF A COMPLEX SET OF CALCULATIONS,
RESEARCH AND UNDERSTANDING AND RISK TAKING ABILITY.
PRICING STRATEGY TAKES INTO ACCOUNT SEGMENTS, ABILITY
TO PAY, MARKET CONDITIONS, COMPETITOR ACTIONS, TRADE
MARGINS AND INPUT COSTS.
54. Product-Mix Pricing Strategies
Product line pricing takes into account the cost difference between
products in the line, customer evaluation of their features, and
competitors’ prices.
55. Product-Mix Pricing
Strategies
Optional product pricing takes into account
optional or accessory products along with the main
product.
New car with ordinary
rims
8,00,000Rs
New car with sports rims
8,60,000Rs
56. Product-Mix Pricing
Strategies
Captive product pricing involves products that
must be used along with the main product.
Two-part pricing is where the price is broken into
Fixed fee
Variable usage fee
61. PACKAGING
The package refers to physical container or wrapping for a product
It is an integral part of product planning and promotion
10% of the retail price is spent on developing, designing, and
producing just the package
Companies sometimes change packaging to update their image
and reach a new market
62. Tropicana Famous
Packaging Failure:
PepsiCo experienced great success with its Tropicana brad, acquired in
1998.Then in 2009, the company launched a redesigned package to “Refresh
and modernize” the brand. The goal was to create an “emotional attachment
with design and trumpeting the natural fruit goodness.
After the new packing and design, Tropicana hit by record 20percent sales
dropped in 2months, PepsiCo management announced it would revert to old
packaging.
63.
64. FACTORS INFLUENCING
PACKAGING
Self Service
An increasing number of products are sold on a self – serve basis.
In an average supermarket, which may stock 5,000 items, the typical
shopper passes some 50-60 products per minute.
Effective package must perform many sales tasks. Attract
attentions, describe the products features, create consumer
confidence, and make a favorable overall impression.
65. Factors Influencing Packaging
Cont’d
Consumer Affluence
Rising affluence means consumers are willing to pay a little
more for the convenience, appearance, dependability, and
prestige of better packages.
66. Factors Influencing
Packaging Cont’d
Company And Brand Image
Packages contribute to instant recognitions of the company or
brand. In the store, they can create a billboard effect.
68. OBJECTIVES OF
PACKAGING
1. Promoting and Selling the Product
2. Defining Product Identity
3. Providing Information
4. Expressing Customer Needs
5. Ensure Safe Use
6. Protecting the Product
69. 1. Promoting and Selling the Product
Attractive, colorful, and
visually appealing packages
have promotional value
A well designed package is
a powerful selling device
because it helps the product
stand out from its
competitors.
70. 2. Defining Product Identity
Packaging is sometimes used to promote and image
such as prestige, convenience, or status
Can be a crucial part of the marketing strategy,
particularly in advertising
71. 3. Providing Information
Gives customer useful information
on:
directions for using the product
its contents
product guarantees
nutritional value
potential hazards
72. 4. Expressing Customer Needs
When designing packages, companies analyze customer
lifestyles and create packaging that meets their needs for
size and convenience.
Packages often come in various sizes
Family size
Single serving
73. 5. Ensure Safe Use
Proper packaging helps to eliminate potential injuries
or misuse of a product
Formerly glass containers are now plastic
Childproof caps
Tamper resistant packages
Blister packs – packages with preformed plastic
molds surrounding individual items arranged on a
backing
74. 6. Protecting the Product
Must protect during shipping, storage, and display
Prevent or discourage from tampering
Prevent shoplifting
Protect against breakage and spoilage
75. LABELING
Label – an identification tag, wrapper, seal, imprinted
message that is attached to a product or its package
77. Kinds of Labels Cont’d
Descriptive Label – give information about product
use, construction, care, performance, and other
features
78. Kinds of Labels Cont’d
Grade Label – Some products have given grade label.
Grade label shows the grade of the product. It shows
the quality of products by words, letters, or figure.
79. References and Sources
A Marketing Management: A South Asian Perspective
By Kotler, Keller, Koshy, Jha
www.slideshare.com