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Product And Brand Mangement
1. 1 Product and Brand Management PRESENTED BY:- SITESH KUMAR SONI PGDM 4th TRIMESTER ROLL NO. 116 ICBM-SCHOOL OF BUSINESS EXCELLENCE
2. Responsibilities of a product manager Creating a product plan Developing demand planning Discussing with production dept Creating innovative marketing strategies Discussing about packaging Responsible for line extensions New product identification Proposing sales promotion plans Conducting marketing research Monitoring performance 2
20. The new competition is not on what firms manufacture in the factory but between what they add to their factory output in the form of packaging, services, advertising, customer advice, financing, delivery arrangements, warehousing, and other things that people value………………..Levitt
23. Companies search for new ways to satisfy customers and distinguish their offer.10
24. Product Classification Products can be grouped under one of the two general categories. Consumer products arethose that we buy for our personal or family use or consumption. Organisational products represent those products that firms and institutions buy to produce other products, to resell, or to run day-to-day operations. 11
39. Product Line and Product Mix Product item, product line, and product mix concepts help us understand the relationships among a company’s different products. A product item refers to a particular version of a product that is distinct, such as Surf Excel is a (premium) product item offered by Hindustan Lever Limited. A product line is a closely related group of products for essentially similar use, and technical and marketing considerations. Product mix is the total number of products that a company markets. 15
44. Line Stretching Decisions New Product High High High Present New Present Price Price Price Product Product Product New Present New Product Product Product Low Low Low Low Low Low High High High Quality Quality Quality Downward Stretch Upward Stretch Both-Way Stretch 17
45. Line Pruning Line pruning is just the opposite to line stretching and involves a deliberate decision to cut down the number of items in product line(s). 18
58. It helps the customers in getting complete satisfaction.21
59. Strategic Planning at Three Levels Corporate Level Strategic Planning multi business corporation (e.g.: ICICI Group) “What business should we be in?” Business- Unit Level Strategic Planning strategic business unit (ICICI Bank) strategic business unit (ICICI Lombard) Strategic Business Unit (ICICI Prudential) “How should we compete in each of our businesses?” operations marketing Functional Level Strategic Planning finance human resources “How do we support each of our SBUs?” 22
62. Marketing Planning Steps in Corporate Planning Process 1. Establishing corporate mission, objectives and goals. 2. Establishing Strategic Business Units 3. Assigning Resources to Each Strategic Business Unit 4. Planning for Business Growth. 25