WD Consulting & Training Services
 

Product Management

BACKGROUND
Developing a product is an expensive exercise as it involves costs related to research and development, advertising, procurement of raw materials and last but not the least, human resource to get it into the market place for public consumption, be it an industrial product or one of a FMCG nature.
 
The course is bring the participant the importance of product management so that the ROI can be achieved within a reasonable period and at the same time bringing benefits to the consumer.

 

Module 1
Positioning the market offering through the product life cycle

 

How to differentiate

 

 

 

 

Differentiation Tools

 

  • Product differentiation.
  • Services differentiation
  • Personnel differentiation
  • Channel differentiation
  • Image differentiation

 

 

Developing and communicating a positioning strategy

 

  • How many differences to promote
  • Which differences to promote
  • Communicating the company’s positioning

 

 

Product Life Cycle Marketing Strategies

 

  • The concept of the product life cycle
  • Marketing strategies: Introduction stage
  • Marketing strategies: Growth stage
  • Marketing strategies : Maturity stage
  • Marketing strategies : Decline stage

 

 

Market Evolution

 

Stages in market evolution
Dynamics of attribute competition.

 

Module 2
Developing New Products

 

Challeges in new product development

Effective organizational arrangements

 

 

  • Calculating the cost
  • Organising new product development

 

 

 

Managing the development process : Ideas

 

  • Idea generation
  • Idea screening

 

 

Managing the development process: Concept to strategy

 

  • Concept development and testing
  • Marketing-strategy development
  • Business analysis

 

 

Managing the development process : Develoment to Commercialisation

 

  • Product Development
  • Marketing testing
  • Commercialisation

 

 

The consumer-adoption process

 

  • Stages in the adoption process
  • Factors influencing the adoption process

 

Module 3
Managing Product  Lines And Brands
 

 

The product and the product mix

 

  • Product levels
  • Product hierarchy
  • Product classifications
  • Industrial goods classification
  • Product Mix

 

 

Product-Line Decisions

 

  • Product-Line Analysis
  • Product-line Length
  • Line Modernisation
  • Line featuring and line pruning

 

 

Brand Decisions

 

  • What is a brand?
  • Brand Equity
  • Branding challenges
  • Brand-name decision
  • Brand-strategy decision
  • Brand re-positioning

 

 

Packaging and labeling

 

  • Packaging
  • Labeling


 

TARGET AUDIENCE

  • Marketing Manager
  • Marketing Executives
  • Sales Manager
  • Sales Executives
  • Business Development Executives
  • R & D personne