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PRODUCT

MANAGERROLES AND RESPONSIBILITIES

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Product manager

A product manager investigates, selects,develops, products for an organisation, performingthe activity of product management.

A product manager considers numerous factors

such as intended demographic, the productsoffered by the competition, and how well theproduct fits in with the company's business model.

In some companies, the product manager alsoacts as a:

Product marketing manager may performall outbound marketing activities

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BEHIND EVERY SUCCESSFUL PRODUCT

There is one role that is absolutely crucial to

producing a good product, yet it is often the mostmisunderstood and underutilized of all the roles.

This is the role of the product manager.ROLE ANDRESPONSIBILITIES

A Good ProductManager plays critical role ina Successful product.PM is responsible for planning, managing, andcoordinating the product logistics of an assignedproduct or service line.A PM researches, creates, and implementseffective strategic marketing plans and managesmultiple tactical activities to reach a targetedaudience.

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Identifying and Assessing Opportunities

Product ideas can come from any number of sources:

- Customers- Your competitors customers- Industry analysts-

Your companys executives- The sales and marketing staff- The product development team- Your companys customer service representatives- Your operations staff-Your own experiences and knowledge of the marketand technology

There are two useful outcomes of an

opportunity assessment.

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The other useful outcome is that you determine thatthis is indeed a very good product opportunity, and

that the time is right and you believe your team candeliver an effective product solution. The key here isto identify what it will take to succeed in this marketso that management knows what the company willbe getting into.

[ The other possible outcomes deciding to moveforward on a poor opportunity, or deciding to passon what would have been a great product for you

are both undesirable outcomes of an assessment. ]

Right Product/Right TimeFirst and foremost, the good PM is responsible fordefining the right product at the right time.

Product Strategy and RoadmapUsually products grow and evolve over time, sowhen we refer to a product we really mean thecollection of product releases for that product. The

course a product will take over time is also the

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Represents Product InternallyThe product manager is also responsible for

representing the product team across the company.

Product to succeed --Evangelism--Evangelist for her product i.e.constantly championing her product by explainingthe Visions and benefits of the product internally insales meetings or new emps or other teams.

Executive Review

One important group that the product manager willneed to work hard to keep apprised is executivemanagement.

Sales and MarketingAnother important group to which you must

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Represents Customer

During the course of defining, designing, building,

testing and launching a product there are literally

hundreds of decisions that impact the final product.

During the many debates and discussions behindthese decisions, it is the responsibility of the product

manager to represent the target customer.

This is why it is so essential to have a very deepunderstanding and empathy for the target customer.

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BRAND

MANAGERROLES AND RESPONSIBILITIES

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A brand manager typically ensures the quality and

successful promotion of a certain line of products.He or she analyses sales figures, sets prices, and

oversees advertising campaigns.

The manager explores different marketingstrategies and directly contacts retailers to convince

them to carry a brand.

1. Researching consumer markets and monitoring

market trends

2.

Looking at the pricing of products and analysing

BrandManager

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6. Keep vigil on brand promotional activities, whether

activities are being performed accordingly or

not?

7. Making decisions regarding to media selection.

8. Conduct survey with competitor's service or

product and collecting feedback and analysis.

9. Get information about consumer's demand and

interest.

10. Collect information about area of consumers,

display brand at target place.(Target place may

vary product to product.)

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