Indian Institute of Management Kozhikode

EPGCMM-08/EPGP-07 (2015-16)
Course Outline: Product and Brand Management
Instructor: Dr. Sanal Kumar Velayudhan
Objective
Product Management course is intended to develop an understanding of and competence
in dealing with problems relating to management of existing products, brands, developing
new products and execution of marketing decisions on new products.
Course content
This course comprise of three major units:
Unit I
Managing Existing Products: Product managers need to manage on-going
products in different markets. They need to allocate financial resources
among the markets and develop strategies for each of these markets.
Unit II
Managing Brands: Strategy development requires identification of
associations that consumers form about products and brands. These
associations are to be understood, developed, nurtured and utilized for
enhancing marketing effectiveness. This is operationalized through brand
management.
Unit III Developing and Screening New Products: New Product Planning is
critical as only a very small percentage of new products succeed in the
market. A systematic approach is used for reducing the chances of new
product failures.
Approach to learning
The course would utilize a mix of learning methods, including case discussion, discussion
of concepts, and study of real life situations.
Session Plan
Sess Topic coverage
ion
1-2

Reading/ Case

Managing Existing Products

Scope of Product Policy Case: EPC Products Ltd
Decisions
Reading:
1. Bloom and Kotler, Strategies for High Market
Share Companies Harvard Business review,
Nov/Dec 1975
2. Hamermesh et al, Strategies for Low Market
Share Business, Harvard Business Review,
May/June 1978

1. Product Market
Decisions
2. Product Life-Cycle

3-4

5-6

Product Positioning

Reading:
1. Hedley, Barry, Strategy and the Business
Portfolios. LRP, Vol.10; February 1977, pp.
9-15
2. Day, G.S., The Product Life Cycle: Analysis
and Application Issues, Journal of
Marketing, Vol. 45, Fall 1981, p-60
Case: Trouble Afresh
Reading:
D.A. Aaker and J. Gary Sansby, Positioning
Your Product. Business Horizons, May June,
1982, pp. 56-62
Managing Brands

1. Brand
& Reading:
Associations
SBM* pp 2-21
2. Secondary
Brand
pp 53-73
Associations
pp 242-270
Brand Elements
Case: Spick & Span ltd.
Reading:
1. SBM* pp 30-53,
pp 83-110
Brand equity

7-8

910

1112

Reading:
1. SBM* pp 30-53
pp 83-110
Brand Product Matrix
Reading:
Brand Hierarchy
1. SBM* pp 378-416
Brand Extension
Case: Hidesign: Leather Heritage or Lifestyle
Brand?
Reading:
1. SBM* pp 426-465
Sustaining Brand Equity
Case: Terlato Wines International: Managing
Rutherford Hill Merlot in a Post-Sideways Market
Reading:
1. SBM* pp 474-487
Revitalizing Brands
Reading:
1. SBM* pp 487-501
Developing and Screening New Products
New Product Development Case: Insta Labs. Ltd
Process
Reading:
1. OMeara, Selecting Profitable Products,
HBR, 39(1), pp. 83-89
Market Testing
Reading:
1. Klompmaker et al, Test Marketing in New

Product Development Harvard Business

Review May/June 1976
Evaluation Scheme
Class participation
Quizz (4 to 8)
End-Term Exam

15%
35%
50%

Assignments
Text Book
* Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing
Brand Equity, Pearson Prentice-Hall, New Delhi, Fourth Edition.