Scribd
Upload
639 views1 page

Product Management

This document outlines the units of a Product Management course. Unit I covers basic product concepts like product planning, market strategies, product life cycles, and portfolio analysis. Unit II focuses on new product development processes including categories of new products, development, launch, modification, pricing, customer/competitor analysis, and financial forecasting. Unit III discusses branding concepts such as traits of successful brands, positioning, brand anatomy, leveraging, equity, extension, and building global brands. Unit IV examines marketing organization topics like market testing, launch management, metrics, public policy, product liability, environmental needs, sales methods, repositioning, and customer relationship management. Finally, Unit V addresses packaging, including advantages, importance, design, consumer protection

Uploaded by

mba department
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
639 views1 page

Product Management

This document outlines the units of a Product Management course. Unit I covers basic product concepts like product planning, market strategies, product life cycles, and portfolio analysis. Unit II focuses on new product development processes including categories of new products, development, launch, modification, pricing, customer/competitor analysis, and financial forecasting. Unit III discusses branding concepts such as traits of successful brands, positioning, brand anatomy, leveraging, equity, extension, and building global brands. Unit IV examines marketing organization topics like market testing, launch management, metrics, public policy, product liability, environmental needs, sales methods, repositioning, and customer relationship management. Finally, Unit V addresses packaging, including advantages, importance, design, consumer protection

Uploaded by

mba department
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

PRODUCT MANAGEMENT

UNIT-I
Basic concept of Product- Product planning – Defining Market strategies for leaders, challengers,
Followers. Product life Cycle and market evaluation – product differentiation and deletions.
Product Portfolio Analysis
UNIT-II
New Product Development: Categories of New Product – New product Development - New
Product Launch – product modification – pricing decision – customer and competitor analysis –
product forecasting and financial analysis
UNIT -III
Concept of Branding: Traits of Successful Brands – Brand Positioning – Anatomy of Brand –
Leveraging Brands, Brand equity, Brand extension and Brand Building. Model for Global Brand
Building
UNIT -IV
Marketing Organisation: Market Testing – Launch Management – Marketing Metrics – Public
policy Issues – Product liability- Environmental needs –Sale methods- Brand Repositioning -
Channel Management – Customer Relationship Management
UNIT -V
Packaging: Introduction – Advantages and Importance of Packaging -Packaging design –
Consumer protection. Product Piracy, Worthy Products - Personal ethics and Residual Issues -
Packaging trends in India.
Relevant cases have to be discussed in each unit and in examination case is compulsory from any
unit.
REFERENCES
1. K.S.Chandrasekar: Product Management-Text, Applications and Cases, Himalaya Publishing
House, New Delhi.
2. Donald R. Lehmann, Russell S.Winer: Product Management, TaTa McGraw-Hill, New Delhi.
3. S.A. Chunawalla: Product Management, Himalaya Publishing House, New Delhi.
4. Merle Crawford, Anthony Di Benedetto, New Product Management, TaTa McGraw-Hill, New
Delhi.
5. Ramanuj Majumdar: “Product Management in India”, PHI Learning, New Delhi.

You might also like