Very few companies have achieved success with products as well as services. Is there a difference in skillsets required? What are the attributes of a successful marketer in both cases? What do we need to do to build successful product brands?
2. Product & Service
the Distinction
Service Model Product Model
• Linear Investment • Non Linear Investment
• Build IP • Own IP
• Cost-based Pricing • Value-based Pricing
• Technology Expertise • Domain Expertise
• Risk • High Risk
4. The
Scope
IDEA MARKET PRODUCT
GENERATION VALIDATION DEFINITION
BRAND PRODUCT PRODUCT
DEVELOPMENT LAUNCH DEVELOPMENT
MARKET PRODUCT CRM
DEVELOPMENT EXECUTION