Professional Documents
Culture Documents
Objective
This course is intended to give the students insights to the origin & development of the Product
Management function.
The course also intends to expose the student to the role of Product Manager and developing new
products and managing products through their life cycle contributing to the Marketing Process.
REFERENCE BOOKS AUTHOR/PUBLICATION
Product Management Lehmann, Donald R / Winer, Russel S –
Tata McGraw Hill
New Product Management, 6 th e Crawford, C Merle / Benedetto, C Anthony
Di McGraw Hill
Brand Management Moorthi, YLR. Vikas Publication
nd
Brand Positioning, 2 e Sengupta, Subroto. Tata Mcgraw Hill
2005
Product Management Chunawalla, S.A. Himalaya Publication
2007
Successful Product Management, 2 nd e Morse, Stephen. Kogan Page 1998
Detailed Syllabus
Introduction: Overview of product management – ProductsMarketsBrands relevance to different
industriesCompaniesFMCGDurablesIndustrialServices companies.
Role and Scope of a Product Manager : Product – Market – Profit – Coordination – Forecasting –
Planning at Corporate – Divisional and Product Levels – The Product Manager’s Role in the
Organization, Product Managers’ Role in New Product Development – Training Field Force – Financial
Analysis of Products Overview of legal provisions. .(with reference to different markets)
Understanding the Nature of Markets and Products: Defining the market –the Nature of product –
Analyzing Industry, Market Structure – (Perceptual Maps), Competition and customers Demand and
Sales Analysis
Market Planning; Understanding Competitive Strategies for Decision Making, Preparation of Marketing
Plan Components Executive Summary – Objectives – Target Segments –Product Marketing Strategy–
Marketing Mix—Budgets–Sales Forecasts –Action Plan.
New Products The Importance of Innovations: Identifying Opportunities, New Product Development
Process, Tools and Techniques for Product Development –(Conjoint Analysis) Concept TestingTest
MarketingLaunch Management, Financial & Legal Issues & Concerns, Product Forecasting Models
Product Portfolio Analysis: Product Portfolio Models – The Strengths and Limitations of BCG, GE, AD
Little and Risk Return Models For Portfolio Analysis – Analysis Of Product Length, Depth And Width
For Strategic Decisions, portfolio gap analysis –Products and BrandsWhen to Go for Branding—the
Role of Packaging, Positioning, Repositioning, Differentiation, Demarketing
Pricing, Distribution and Promotion Decisions: Planning for, Monitoring and Controlling the Product
Over Its Life Cycle; Role of Communication in Product Planning—PR, Advertising, Event Marketing and
Sales Promotion—Choice of Channels
The Product Audit – Product Audit Policies – Elements of Product Audit.
Cases
Faculty will be handling eight or more cases
· Product Management at Maruti Udyog Limited
· Max New York Life – The 3P Strategy
· Tata Motors: Serving an ‘Ace’ for Success
· iRobot's Roomba: Bringing Robots into Homes
· Merck’s New Product Development and Launch Strategy for Januvia
· MultiBranding Strategy of Videocon Industries in the Consumer Durables Sector
· Sustainable Packaging Practices at Lush Fresh Handmade Cosmetics
· Apple iPod’s Promotional and Positioning Strategies
· Body Shop Brand: Repositioning to Target the ‘Masstige’ Segment and Impact of its Acquisition by
L’Oréal
· The Maggi Brand in India: Brand Extension and Repositioning
· Glaxosmithkline’s Marketing Strategy for Requip: A Case Study in Product Lifecycle Management
· Crisis Management: Dealing with a Product Crisis
· Toyota Prius: A Case in New Product Development
Source:Case Studies in Marketing Research and Product Management
Suggested Schedule of Sessions
Topic No. of Sessions
Introduction (Including case discussion) 3
Role and Scope of a Product Manager 4
Understanding the Nature of Markets and Products (Including case discussion) 4
Market Planning (Including case discussion) 4
New Products The Importance of Innovations (Including case discussion) 6
Product Portfolio Analysis (Including case discussion) 6
Pricing, Distribution and Promotion Decisions (Including case discussion) 4
The Product Audit 2
Total 33