Product & Brand Management XII

Welingkars

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Some ground rules
➢ Be on time

➢ No Laptops, cell phones on desk, No chats, No SMSs

➢ Please Do not ask for entering the class or while

leaving it

➢ Ask questions, when you want to - Do not wait

➢ Participate in classroom discussions, group exercises
➢ Do your reading : MUST
➢ Slides, reading material will be shared, but
discussions can be noted down.
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Flow I
Lecture No Topics Covered
Product management perspective, Contemporary Marketing Environment –
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Functions, Limitations, Challenges and conflicts of Product Management.
Product portfolio Analysis, Product Strategy – Integration with marketing mix
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elements, Category planning and evaluation
Benefit Structure Analysis, Product Planning – Market Planning, Importance of
3
Market Planning, Marketing plan
Data for Product Management, Customer Analytics, Opportunity Analysis,
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Demand Potential
5 Retail Audit, NRS / IRS / IMRB data, Fact Book, MIS Systems

6 Marketing Mix Elements and their importance for different product categories

7 Customer Experience

8 New Product Development : Approaches, Concept Development and Testing

9 New Product Development : Product Testing, Packaging Development

10 New Product Development : Testing Marketing Mix, Test Marketing, Pricing

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Flow II

Lecture No Topics Covered

11 Sandwich Pricing, Launch Plans, Consumer and trade promotions

12 PLC for existing products, Sales and distribution initiatives and tracking

13 Identifying and Actioning research requirements

14 Brand - Perspective, Brand Positioning

15 Brand Architecture

16 Brand Extensions, Variants and Branding Strategy

Creative Strategy, Creative Brief, Advertising Brief, Media Brief, Media
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Understanding
18 Brand Plan, Brand Equity Development

19 Presentations, Q & A

20 Summary
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Product life Cycle Management for
Existing Products

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 Monitoring Launch

➢ Monitor
➢ Daily secondary sales
➢ Attend distributors / trade meetings
➢ Achieve maximum distribution at the earliest
➢ Initiate retail off take research
➢ Organize for brand tracking study
➢ Get ‘focus’ of sales team to ‘new product’
➢ Incentive???
➢ Get ‘focus’ of distributors to ‘new product’
➢ Incentive????

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Activity Calendar (sample)

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Placement Plan (sample)

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Sales and Distribution

➢ Primary Vs secondary
➢ RSU
➢ Retail thruput
➢ RST
➢ Selling pitch
➢ Distribution Strategy

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