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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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