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PRODUCT MANAGEMENT
HOW DOES IT BEGIN WITH THE PRODUCT MANAGER ????? By STRATEGIC PLANNING
[object Object],WHY  is strategic planning done
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],STRATEGIC PLANNING
[object Object],How  is strategic planning done
[object Object],[object Object],[object Object],WHAT IS A MARKETING PLAN ?
Elements of marketing plan
SAMPLE MARKETING PLAN MARKETING MYOPIA
-SLIDE 44
 
 
 
-SLIDE 45
[object Object],[object Object],[object Object],[object Object],[object Object],TARGET MARKET SELECTION
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OBJECTIVES CONT…
THE MARKETING MIX
PRODUCT ,[object Object]
[object Object],[object Object],[object Object],[object Object],The product
Components of a product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT LEVELS Core benefit - Sleep Potential product – all possible Augmented product – fresh flowers Expected product – clean bed  Basic product – hotel room
PRODUCT CLASSIFICATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT CLASSIFICATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT CLASSIFICATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
PRODUCT   MIX PRODUCT MIX is a  combination of products manufactured by the same business house  to reinforce their presence in the market, increase market share and increase their profitability along with the satisfaction of consumer needs.
THE PRODUCT MIX ,[object Object],[object Object],[object Object],[object Object]
PRODUCT LINE ,[object Object]
[object Object]
LGs product mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
HUL PRODUCT MIX Product line-1 Bath soaps Dove Liril Pears Rexona Lifebuoy Hamam Breeze Le sancy Product line-2 Fabric wash Surf Rin Wheel Sunlight Ala 501 Product line-3 beverages Bru Brooke bond red label Lipton green label Taaza Taj Mahal A1 PRODUCT MIX WIDTH PRODUCT LINE LENGTH
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DIMENSIONS OF PRODUCT MIX ,[object Object],[object Object],[object Object]
WIDTH  &  LENGTH PERSONAL WASH LAUNDRY SKIN CARE HAIR CARE ORAL CARE Lux Breeze Lifebuoy Liril Dove Pears Hamam Rexona 8 Surf Excel Rin Wheel 3 Fair & Lovely Pond’s Vaseline 3 Sunsilk Naturals Clinic 3 Pepsodent Closeup 2 DEODRANTS Axe Rexona 2 COLOUR COSMETICS Lakme 1 BEVERAGES TEA Brooke Bond Lipton 2 COFFEE Brook Bond Bru 2 FOODS Kissan Annapurna Knorr 3 ICE CREAM Kwality Wall’s   1
[object Object],[object Object]
DEPTH OF COLGATE-PALMOLIVE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT MIX INVOLVES THE FOLLOWING SUB ELEMENTS:- PRODUCT ATRIBUTES BRANDING PACKAGING LABELING PRODUCT SUPPORT  SERVICE
PRODUCT QUALITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT FEATURES ,[object Object],[object Object]
COLGATE ADVANCED WHITENING ,[object Object],[object Object],[object Object]
PRODUCT STYLE AND DESIGN ,[object Object],[object Object],[object Object],[object Object]
BRANDING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
PACKAGING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
COLGATE KIDS TOOTHPASTE ,[object Object],[object Object],[object Object]
PRODUCT  LABELLING ,[object Object]
Functions of Labeling : ,[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT SUPPORT SERVICES ,[object Object],[object Object]
Example: Activa - Honda ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT MIX :   The product mix refers to the total number of product lines carried by a firm where each line reflects one type of product . ,[object Object],[object Object]
Product line decisions ,[object Object],[object Object],[object Object]
PRODUCT LINE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT LINE DEPTH ,[object Object],[object Object],[object Object],[object Object]
PRODUCT MIX WIDTH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRODUCT PORTFOLIO ,[object Object],[object Object],[object Object],[object Object]
STRATEGIC PLANNING

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Pbm Week One

  • 2. HOW DOES IT BEGIN WITH THE PRODUCT MANAGER ????? By STRATEGIC PLANNING
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  • 8. SAMPLE MARKETING PLAN MARKETING MYOPIA
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  • 21. PRODUCT LEVELS Core benefit - Sleep Potential product – all possible Augmented product – fresh flowers Expected product – clean bed Basic product – hotel room
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  • 26. PRODUCT MIX PRODUCT MIX is a combination of products manufactured by the same business house to reinforce their presence in the market, increase market share and increase their profitability along with the satisfaction of consumer needs.
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  • 31. HUL PRODUCT MIX Product line-1 Bath soaps Dove Liril Pears Rexona Lifebuoy Hamam Breeze Le sancy Product line-2 Fabric wash Surf Rin Wheel Sunlight Ala 501 Product line-3 beverages Bru Brooke bond red label Lipton green label Taaza Taj Mahal A1 PRODUCT MIX WIDTH PRODUCT LINE LENGTH
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  • 36. WIDTH & LENGTH PERSONAL WASH LAUNDRY SKIN CARE HAIR CARE ORAL CARE Lux Breeze Lifebuoy Liril Dove Pears Hamam Rexona 8 Surf Excel Rin Wheel 3 Fair & Lovely Pond’s Vaseline 3 Sunsilk Naturals Clinic 3 Pepsodent Closeup 2 DEODRANTS Axe Rexona 2 COLOUR COSMETICS Lakme 1 BEVERAGES TEA Brooke Bond Lipton 2 COFFEE Brook Bond Bru 2 FOODS Kissan Annapurna Knorr 3 ICE CREAM Kwality Wall’s   1
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  • 41. PRODUCT MIX INVOLVES THE FOLLOWING SUB ELEMENTS:- PRODUCT ATRIBUTES BRANDING PACKAGING LABELING PRODUCT SUPPORT SERVICE
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