3060044 Product Brand Management

8/14/2019 3060044 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 MarketingRef. Kotler & Keller, Marketing Management, 12Ref. Kotler & Keller, Marketing Management, 12 thth 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 meetingdeals with identifying and meeting

human and social needs profitably.human and social needs profitably.

MarketingMarketing

is an organizational function and a setis an organizational function and a setof process for creating communication andof process for creating communication and

delivering values to customer sand fordelivering values to customer sand for

managing customer relationships in a way thatmanaging customer relationships in a way that

benefits the organization and stake holders.benefits the organization and stake holders.((American Marketing Association)American Marketing Association)


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Marketing ManagementMarketing Management

An art and science of choosing targetAn art and science of choosing target

markets and getting, keeping, andmarkets and getting, keeping, andgrowing customers through creating,growing customers through creating,

delivering, and communicatingdelivering, 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 PortfolioProducts Portfolio

ConsumersConsumers

CompetitionCompetition

Brand / Brand EquityBrand / Brand Equity

Marketing MixMarketing Mix

Marketing StrategiesMarketing Strategies


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PProductroduct CConsumer Valuesonsumer Values PPricerice CCosts to consumersosts to consumers

PPlacelace CConvenience toonvenience 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 Objectives

And strategiesAnd strategies

MarketingMarketing

Objectives & StrategiesObjectives & Strategies

BusinessGOAL

MarketingMarketing OperationOp

eration

Objectives and StrategiesObjectives and Strategies

BrandBrand

Key Success FactorsKey Success FactorsMarketMarket

Key Success FactorsKey Success Factors


Marketing Operation Action PlanMarketing 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, HRPeople: 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)

Markets distribution system.Markets distribution system.

CompetitionCompetition

Related governments rules and regulations.Related governments rules and regulations.

Relevant economic factorsRelevant economic factors International factorsInternational factors


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Lehman & Winer,Lehman & Winer,

Product Management, 4Product Management, 4thth EditionEdition

Chapter 1: Introduction to Product Management.Chapter 1: Introduction to Product Management.

Chapter 2: Marketing PlanningChapter 2: Marketing Planning

Chapter 3: Defining competitive setChapter 3: Defining competitive set

Chapter 4: Category Attractiveness AnalysisChapter 4: Category Attractiveness Analysis

Chapter 5: Competitor AnalysisChapter 5: Competitor AnalysisChapter 6: Customer AnalysisChapter 6: Customer Analysis

Chapter 7: Market Potential and Sales Forecasting.Chapter 7: Market Potential and Sales Forecasting.

Chapter 8: Developing Product StrategyChapter 8: Developing Product Strategy

Chapter 9: New ProductsChapter 9: New Products

Chapter 10: Pricing DecisionChapter 10: Pricing DecisionChapter 11: Advertising DecisionChapter 11: Advertising Decision

Chapter 12: PromotionChapter 12: Promotion


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Chapter 1

Introduction toProduct

Management


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A Product Managers Potential InteractionsA Product Managers Potential Interactions

Sales

Designers

Researchers

Premium

suppliers

Premium

screening Store

testing Sampling

Couponing

Media

Advertis-ing

agency

Packagin

g

Promotion

services

Purchasin

g

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 Management

VS General MarketingVS General Marketing

ManagementManagement

Product ManagementProduct Management Marketing ManagementMarketing Management

ScopeScope Single productSingle product oror Broad Portfolio ofBroad Portfolio of

a product linea product line productsproducts

DecisionsDecisions Many tacticalMany tactical Many strategicMany strategic

TimeTime Short-termShort-term Long-termLong-termoften annual oroften annual or

shortershorter


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Product-Focused StructureProduct-Focused Structure

Head ofcompany/division

Corporate

communicationsFinanceMarketingManufacturing

Manager of

product A

Manager of

product C

Manager of

product B

Marketing

ResearchSupport

Product

management


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Example:Example: Adobe Systems Marketing OrganizationAdobe Systems Marketing Organization

ProductProductMarketingMarketing

MarketingMarketing PublicPublicRelationsRelations

TradeTradeShowsShows

ChannelChannelMerchandisingMerchandising

ProductProduct

DevelopmentDevelopment

& Marketing& Marketing

SalesSalesCorporateCorporate

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: GMs New Organizational StructureExample: GMs New Organizational Structure

Ron Zarrella

VP & group executive, North American Operations

John Middlebrook

VP & GM, vehicle

brand marketing

Phil Guarascio

VP & GM, advertis-

ing & corp. mktg.

William Lovejoy

VP & GM, service

parts operations

John Middlebrook

Support staff group

directors

Roy Roberts

VP & GM, field

sales service & parts

Regional generalmanager(s)

Marketing area

managers

Area service

manager

Regional

divisional

marketing

manager

Service partsorganization

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 AManager,

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


business marketing

Marketing planning andproduct development

Product management

Operations

Directory products


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

promotion

Marketing

research


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Example : Marketing of Toy ManufacturerExample : Marketing of Toy Manufacturer

Vice president,

marketing

Marketing

support

Advertising andpublic relations

Publications

Merchandising

Consumeradministration


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Restructuring the AdaptiveRestructuring the AdaptiveMarketing 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 ProductChanges Affecting Product

ManagementManagement

The WebThe Web

Data explosionData explosion

Increased emphasis of brandsIncreased emphasis of brands Changes in the balance of market powerChanges in the balance of market power

Increased importance of customerIncreased importance of customer

retention programsretention programs

Increased global competitionIncreased global competition


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Chapter 2

Marketing

Planing


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Marketing PlanMarketing Plan

A marketing plan is a writtendocument containing the guidelines

for the business centers marketingprograms and allocations over the

planning 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 theDefine problems and opportunities facing thebusiness.business.

3.3. Establish objectives.Establish objectives.

4.4. Define the strategies and programs necessary toDefine the strategies and programs necessary toachieve the objectives.achieve the objectives.

5.5. Pinpoint responsibility for achieving productPinpoint responsibility for achieving productobjectives.objectives.

6.6. Encourage careful and disciplined thinking.Encourage careful and disciplined thinking.

7.7. Establish a customer/competitor orientation.Establish a customer/competitor orientation.


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FrequentFrequent MistakesMistakes in the Planningin 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 PlanningNot Tying Compensation to Successful Planning

EffortsEfforts Frequency of PlanningFrequency of Planning


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Marketing Planning SequenceMarketing Planning Sequence

Update

historicaldata

Data

analysis

Develop

objectives,

strategies,

programsDevelop

financial

documents

Negotiate

final planMeasure

progress

toward

objectivesAudit

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 programsSupporting marketing programs

VI.VI. Financial documentsFinancial documents

VII.VII. Monitors and controlsMonitors and controls

VIII.VIII.

Contingency plansContingency plans

3060044 Product Brand Management

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Transcript of 3060044 Product Brand Management