Product & Brand Management
description
Transcript of Product & Brand Management
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MKT 4806MKT 4806
Product & Brand ManagementProduct & Brand ManagementSession 1: Saturday 3 November 2007Session 1: Saturday 3 November 2007Polboon NuntamanopPolboon Nuntamanop
Review Basic MarketingReview Basic Marketing
Ref. Kotler & Keller, Marketing Management, 12Ref. Kotler & Keller, Marketing Management, 12thth Edition. Edition.
Introduction to Product ManagementIntroduction to Product Management Marketing PlanningMarketing Planning
Ref. Lehman & Winer, Product Management, 4Ref. Lehman & Winer, Product Management, 4thth EditionEdition. .
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ReviewReview
MarketingMarketing deals with identifying and meeting deals with identifying and meeting human and social needs profitably.human and social needs profitably.
MarketingMarketing is an organizational function and a is an organizational function and a set of process for creating communication set of process for creating communication and delivering values to customer sand for and delivering values to customer sand for managing customer relationships in a way managing customer relationships in a way that benefits the organization and stake that benefits the organization and stake holders. ( holders. ( American Marketing Association)American Marketing Association)
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Marketing ManagementMarketing Management
An art and science of choosing target An art and science of choosing target markets and getting, keeping, and markets and getting, keeping, and growing customers through creating, growing customers through creating, delivering, and communicating delivering, and communicating superior customer values. superior customer values.
ReviewReview
Source: Kotler & Keller, Marketing Management 12e
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Key Concepts of MarketingKey Concepts of Marketing
Markets and market segmentationMarkets and market segmentation Product VS ServicesProduct VS Services Product CategoriesProduct Categories Products Portfolio Products Portfolio ConsumersConsumers CompetitionCompetition Brand / Brand EquityBrand / Brand Equity Marketing MixMarketing Mix Marketing StrategiesMarketing Strategies
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Marketing MixMarketing Mix
PProductroduct CConsumer Valuesonsumer Values PPricerice CCosts to consumersosts to consumers PPlacelace CConvenience to onvenience to
consumersconsumers PPromotionromotion CCommunicationommunication
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Strategic Marketing Management ModelStrategic Marketing Management Model
Internal ResourcesInternal Resources
SStrengths / trengths / WWeaknesseseaknesses
External ForcesExternal Forces
OOpportunity/ pportunity/ TThreatshreatsVISIONVISION& MISSION& MISSION
Business ObjectivesBusiness ObjectivesAnd strategiesAnd strategies
MarketingMarketingObjectives & StrategiesObjectives & Strategies
BusinessGOAL
Marketing Marketing OperationOperation Objectives and StrategiesObjectives and Strategies
Brand Brand Key Success FactorsKey Success Factors
MarketMarketKey Success FactorsKey Success Factors
Marketing Mix Marketing Mix Marketing Operation Action Plan Marketing Operation Action Plan
Strategy ExecutionStrategy Execution
Crimson Consulting ©copyright 2005
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Internal FactorsInternal Factors
Organization structureOrganization structure Internal resourcesInternal resources
Hardware: production facilitiesHardware: production facilities Software: R&D, know-how, proprietarySoftware: R&D, know-how, proprietary People: Number of employee, competency, HR People: Number of employee, competency, HR
management. management. Financial: Policy, sources of fund, credits, Financial: Policy, sources of fund, credits,
investment policy, cash flows. investment policy, cash flows. Management: governance system, leadership, Management: governance system, leadership,
management style, management team, management style, management team,
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External FactorsExternal Factors
Market environment.Market environment. Market potentialMarket potential Consumers ( who consumes end-product)Consumers ( who consumes end-product) Market’s distribution system.Market’s distribution system. CompetitionCompetition Related government’s rules and regulations.Related government’s rules and regulations. Relevant economic factorsRelevant economic factors International factorsInternational factors
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Lehman & Winer,Lehman & Winer,Product Management, 4Product Management, 4thth Edition Edition
Chapter 1: Introduction to Product Management.Chapter 1: Introduction to Product Management.Chapter 2: Marketing PlanningChapter 2: Marketing PlanningChapter 3: Defining competitive setChapter 3: Defining competitive setChapter 4: Category Attractiveness AnalysisChapter 4: Category Attractiveness AnalysisChapter 5: Competitor AnalysisChapter 5: Competitor AnalysisChapter 6: Customer AnalysisChapter 6: Customer AnalysisChapter 7: Market Potential and Sales Forecasting.Chapter 7: Market Potential and Sales Forecasting.Chapter 8: Developing Product StrategyChapter 8: Developing Product StrategyChapter 9: New ProductsChapter 9: New ProductsChapter 10: Pricing DecisionChapter 10: Pricing DecisionChapter 11: Advertising DecisionChapter 11: Advertising DecisionChapter 12: Promotion Chapter 12: Promotion
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Chapter 1 Chapter 1
Introduction toIntroduction to
Product Product ManagementManagement
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A Product Manager’s Potential InteractionsA Product Manager’s Potential Interactions
Sales
Designers Researchers
Premium suppliers Premium screening Store testing Sampling Couponing
Media
Advertis-ing
agency
Packaging
Promotion services
Purchasing
Publicity
Legal
Fiscal
Market research
Manufactur-ing and
distribution
Research and
development
ProductProduct managermanager
Suppliers
Trade
Suppliers
TradeResearch suppliers
Suppliers
Agency media department Company media department Media sales reps
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Product ManagementProduct ManagementVS General Marketing VS General Marketing
ManagementManagement
Product ManagementProduct Management Marketing Marketing ManagementManagement
ScopeScope Single productSingle product oror Broad Portfolio ofBroad Portfolio of
a product linea product line products products
DecisionsDecisions Many tacticalMany tactical Many strategic Many strategic
TimeTime Short-termShort-term Long-term Long-term
often annual oroften annual or
shortershorter
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Product-Focused StructureProduct-Focused StructureHead of
company/division
Corporate communications
FinanceMarketingManufacturing
Manager of product A
Manager of product C
Manager of product B
Marketing Research
SupportProduct
management
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Example: Example: Adobe Systems Marketing OrganizationAdobe Systems Marketing Organization
Product Product MarketingMarketing MarketingMarketing Public Public
RelationsRelationsTrade Trade ShowsShows
Channel Channel MerchandisingMerchandising
Product Product Development Development & Marketing& Marketing
SalesSales CorporateCorporate CommunicationsCommunications
- Specification- Positioning- Pricing- Spokesperson Internal & External- Promotions- Advertising- Product Strategy- Product Analysis- Anything Cross Functional - Keep communication flow going
- Cross Product Programs- Road Shows- Seminars- Third Party promotions- Events- Creative Services
- Trade Shows- Organize Press Tours- Press Communications- Editorial Opportunities
- Channel Promotions- Channel Advertising- Coop Advertising
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Example: GM’s New Organizational StructureExample: GM’s New Organizational Structure
Ron ZarrellaVP & group executive, North American Operations
John MiddlebrookVP & GM, vehicle brand marketing
Phil GuarascioVP & GM, advertis-
ing & corp. mktg.
William Lovejoy VP & GM, service
parts operations
John MiddlebrookSupport staff group
directors
Roy RobertsVP & GM, field
sales service & parts
Regional general manager(s)
Marketing area managers
Area service manager
Regional divisional marketing manager
Service parts organization
Brand services managersBrand teams
Division marketing general managers
(6)
Area parts manager
Area sales manager
Regional service
manager
Regional support manager
Regional parts
manager
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Market-Focused OrganizationMarket-Focused Organization
Head of the company/division
Manufacturing MarketingCorporate
communicationsFinance
Manager, market B
Manager, market A
Manager, market C
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Example: Regional Bell Operating CompanyExample: Regional Bell Operating Company
Assistant vice president, consumer marketing
Product management
Operations and sales
Customer billing
Revenue and market forecasting
Assistant vice president, business marketing
Marketing planning and product development
Product management
Operations
Directory products
Assistant vice president, interindustry marketing
Carrier marketing
Operator services
Vice president, marketing
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Functionally-Focused OrganizationFunctionally-Focused Organization
Head of the company/division
Manufacturing MarketingCorporate
communicationsFinance
AdvertisingProduct
marketingSales
promotionMarketing research
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Example : Marketing of Toy ManufacturerExample : Marketing of Toy Manufacturer
Vice president, marketing
Marketing support
Advertising and public relations
Publications
Merchandising
Consumer administration
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Restructuring the Adaptive Restructuring the Adaptive Marketing OrganizationMarketing Organization
Chief Marketing Officer
VP, Customer Management
VP, Experience Design
Director, Marketing
Delivery Systems
Director, Customer Service
Systems
Director, Customer Database
Director, Marketing Asset
Management
VP, Marketing Technology
Director, Cohort 2
Director, Cohort 1
Director, Research
Director, Multimedia Production
Director, Creative
Development
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Changes Affecting Product Changes Affecting Product ManagementManagement
The WebThe Web Data explosionData explosion Increased emphasis of brandsIncreased emphasis of brands Changes in the balance of market Changes in the balance of market powerpower
Increased importance of customer Increased importance of customer retention programsretention programs
Increased global competitionIncreased global competition
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Chapter 2Chapter 2
MarketingMarketing
PlaningPlaning
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Marketing PlanMarketing Plan
A marketing plan is a A marketing plan is a writtenwritten document containing the guidelines document containing the guidelines for the for the business center’sbusiness center’s marketing marketing programs and allocations over the programs and allocations over the
planning periodplanning period. .
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Objectives of a Marketing PlanObjectives of a Marketing Plan
1.1. Define the current business situation.Define the current business situation.2.2. Define problems and opportunities facing Define problems and opportunities facing
the business.the business.3.3. Establish objectives.Establish objectives.4.4. Define the strategies and programs Define the strategies and programs
necessary to achieve the objectives.necessary to achieve the objectives.5.5. Pinpoint responsibility for achieving Pinpoint responsibility for achieving
product objectives.product objectives.6.6. Encourage careful and disciplined thinking. Encourage careful and disciplined thinking. 7.7. Establish a customer/competitor Establish a customer/competitor
orientation.orientation.
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Frequent Frequent MistakesMistakes in the Planning in the Planning ProcessProcess
The speed of the ProcessThe speed of the Process The Amount of Data CollectedThe Amount of Data Collected Who does the Planning?Who does the Planning? The StructureThe Structure Length of the PlanLength of the Plan Number of Courses of Action ConsideredNumber of Courses of Action Considered Who Sees the PlanWho Sees the Plan Not Using the Plan as a Sales DocumentNot Using the Plan as a Sales Document Insufficient Senior Management LeadershipInsufficient Senior Management Leadership Not Tying Compensation to Successful Not Tying Compensation to Successful
Planning EffortsPlanning Efforts Frequency of PlanningFrequency of Planning
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Marketing Planning SequenceMarketing Planning SequenceUpdate historical data
Data analysis
Develop objectives, strategies, programs
Develop financial documents
Negotiate final plan
Measure progress toward objectives
Audit
Collect current situation data
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Marketing Plan SummaryMarketing Plan Summary
I.I. Executive summaryExecutive summary
II.II. Situation analysisSituation analysisA.A. Category/competitor definitionCategory/competitor definition
B.B. Category analysisCategory analysis
C.C. Company and competitor analysisCompany and competitor analysis
D.D. Customer analysisCustomer analysis
E.E. Planning assumptionsPlanning assumptions
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Marketing Plan Summary (cont.)Marketing Plan Summary (cont.)
III.III. ObjectivesObjectives
IV.IV. Product/brand strategyProduct/brand strategy
V.V. Supporting marketing Supporting marketing programsprograms
VI.VI. Financial documentsFinancial documents
VII.VII. Monitors and controlsMonitors and controls
VIII.VIII. Contingency plansContingency plans