PRODUCT AND BRAND MANAGEMENT

Course Outline & Reading Materials

Faculty Regi Mathew

Xavier Institute of Management & Entrepreneurship

PRODUCT AND BRAND MANAGEMENT

Course Outline
Instructor: Regi Mathew Email: regi.mathew@xime.org Objectives To equip students with the various dimensions of product management such as product-line decisions, product platform and product life cycle To provide a framework to understand the new product development process, the organisational structures for new product development and product management functions within an organisation To explore the various issues related to Brand Management and to enhance the understanding and appreciation of this important intangible strategic asset including brand associations, brand identity, brand architecture, leveraging brand assets, brand portfolio management etc. To develop familiarity and competence with the strategies and tactics involved in building, leveraging and defending strong brands in different sectors. Pedagogy Pedagogy will be a combination of lecturers and seminars. Lecturers will introduce theoretical basis of the topic. Seminars will be based on published papers. Session Session1 Topic Product Management An Introduction

Read The Power of Product Integrity, by Kim B. Clark and Takahiro Fujimoto Session 2-3 Product Life Cycle Read Getting a Grip on the Saddle: Chasms or Cycles? By Deepa Chandrasekaran & Gerard J. Tellis Exploit Your Products Service Life Cycle, George W. Potts Breakfree from Product Lifecycle, by Youngme Moon Session 4 Product Portfolio Analysis

Read Product Line Design for Consumer Durables: An Integrated Marketing and Engineering Approach, Lan Luo. How Brand Portfolios Have Changed: A Study of Grocery Suppliers Brands from 1994 to 2004, by Sylvie Laforet, University of Sheffield, UK, John Saunders, Aston University, UK Product portfolios and the introduction of new products: an example from the insecticide industry, By Peter S. Burton Session 5 Session 6-7 Seminar by Groups A&B New Product Development

Read Six Myths Of Product Development The fallacies that cause delays, undermine quality, and raise costs, by Stefan Thomke and Donald Reinertsen Designing Breakthrough Products by Roberto Verganti Shooting the Rapids: MANAGING PRODUCT DEVELOPMENT IN TURBULENT ENVIRONMENTS, by Marco lansiti Integrating the Fuzzy Front End of New Product Development, by Anil Khurana Stephen R. Rosenthal A more rational approach to new product development by Eric Bonabeau, Neil Bodick, and Robert W. Armstrong The Incumbent's Curse? Incumbency, Size, and Radical Product Innovation by Rajesh K. Chandy & Gerard J. Tellis Competitive Advantage with New Product Development: Implications for Life Cycle Theory by John Nadeaua* and R. Mitch Casselmanb Phases of Product Development: A Qualitative Complement to the Product Life Cycle, Arthur O. Eger1 and J. W. Drukker Innovating On the Cheap by Bettencourt and Scott L. Bettencourt

Session 8 Session 9-10

Seminar by Groups C&D Test market & Product launch

Read Why Most Product Launches Fail, by Joan Schneider and Julie Hall Preparing for the Perfect Product Launch by James P. Hackett The 7 Launch Habits of Great Demand Creators By Adrian Slywotzky with Karl Weber Should You Launch a Fighter Brand? BY MARK RITSON New Product Blockbusters: THE MAGIC AND SCIENCE OF PREDICTION MARKETS By Teck-Hua Ho, Kay-Yut Chen Session 11 Session 12 Seminar by Groups E&F

Introduction to Brand Management and Crafting of Brand Elements Read How Important Are Brands? A CrossCategory, Cross-Country Study, by MARC FISCHER, FRANZISKA VLCKNER, and HENRIK SATTLER The Corporate Brand: Help or Hindrance? by Chekitan S. Dev Towards a strategic place brand-management model, By Sonya Hanna, Bangor University, UK Jennifer Rowley, Manchester Metropolitan University, UK Customer-Centered Brand Management by Roland! Rust, Valarie A.ZeithamI, and Katherine N. Lemon China Myths, China Facts by Erin Myer

Session 13 Seminar by Groups G&H Session 14 Brand Equity Read Marketing Mix Elements Influencing Brand Equity and Brand Choice, by Tanmay Chattopadhyay, Shraddha Shivani and Mahesh Krishnan

Measuring Customer-Based Brand Equity in Durable Goods Industry, by N. Rajasekar, K.G. Nalina Session 15 Seminar by Groups A&B Session 16 Measuring Brand Equity Read Are Brand-Equity Measures Associated with Business-Unit Financial Performance? Empirical Evidence from the Netherlands, By FRANK H. M. VERBEETEN, PIETER VIJN AN EMPIRICAL STUDY ON DETERMINANT AND MEASUREMENT OF BRAND EQUITY IN INDIAN CAR INDUSTRY, by U. THIRIPURASUNDARI; DR. P. NATARAJAN Session 17 Seminar by Groups C&D Session 18-20 Brand Positioning Read Brand Origin Identification by Consumers: A Classification Perspective, by George Balabanis and Adamantios Diamantopoulos The One Thing You Must Get Right When Building a Brand, by Patrick Barwise and Sen Meehan Seminar by Groups E&F Session 21-23 Brand Strategies Read How Global Brands Compete, by Douglas B. Holt, John A. Quelch, and Earl LTaylor Consumer Responses to Performance Failures by HighEquity Brands, by MICHELLE L. ROEHM MICHAEL K. BRADY Win the Brand Relevance Battle and then Build Competitor Barriers, by David A. Aaker A Study on Brand Personality Dimensions and Brand Loyalty towards Raymond Brand, by P. S.Venkateswaran, Binith Muthukrishnan.K, U. Geetha, N. Ananthi Session 24 Seminar by Groups G&H Session 25-27 Brands over time Read If Brands Are Built over Years, Why Are They Managed over Quarters, by Leonard M. Lodish and Carl F. Mela Session 28 Seminar by Groups A&B Session 29-30 Leveraging Brand Associations

Read Brand Dilution: When Do New Brands Hurt Existing Brands? By Chris Pullig, Carolyn J. Simmons, & Richard G. Netemeyer Reinventing Your Personal Brand, by Dorie Clark Preserve The Luxury Or Extend The Brand? by Daniela Beyersdorfer and Vincent Dessain Seminar by Groups C&D Seminar by Groups E&F Seminar by Groups G&H

Session 31 Session 32 Session 33

EVALUATION: Attendance and Class Participation Projects, and Presentations etc. Mid-term Examination End-Term Examination

: : TOTAL

: 05 : 30 25 40 ---------100 ----------

READING MATERIALS: Marketing Management by Philip Kotler Strategic Brand Management by Keller, Parameswaran and Jacob Reading Materials Referred Above

Note on Seminars The objective of the seminar is to widen your knowledge in the subject. There will be two seminars of 10% and 20% weightage. The first will be on the broad subject of Product Management and second will be on Brand Management. Both should cover a study of Indian business and apply the concepts learned. Following are few points to be noted: You may choose any of the articles provided for guidance.

The delivery of the seminar should help rest of the class to learn. After the seminar, the team should distribute all materials to the class. Evaluation of the seminar will be based on content, quality of presentation and prepared materials. Seminar must start with theory behind the topic and any new term should be defined clearly. Time allotted is 30mins including question- answer. Examination will cover all topics presented by all teams.