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Mukul P Gupta
Management Development Institute Gurgaon
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All content following this page was uploaded by Mukul P Gupta on 05 August 2015.
25 Nov. 2009
C-D/2 © Dr. Mukul P Gupta
Product planning
• What is a product?
• Core,
Core basic and augmented
• Expected and ideal
25 Nov. 2009
C-D/3 © Dr. Mukul P Gupta
Product development
25 Nov. 2009
C-D/4 © Dr. Mukul P Gupta
Product Management
• Launch
– E.g. Microwave ovens
• Product Lifecycles
– E.g.
g Ceiling
g Fans
• Positioning
– Suzuki Samurai – Maruti Gypsy
• Repositioning
– E.g. Vicks Vapourub
• Brand Extensions
– Ponds Toothpaste
25 Nov. 2009
C-D/5 © Dr. Mukul P Gupta
Brands
• Basic Axioms
– People have needs and wants
– Solutions can be products or services
– Products and services are same but differ on
the continuum of tangibility
– Brands are not products
– Brands provide meaning and identity
– Brands link wants to desires
25 Nov. 2009
C-D/6 © Dr. Mukul P Gupta
Brands
Provide Identity and Meaning
25 Nov. 2009
C-D/7 © Dr. Mukul P Gupta
Brand Management
Mission
Brand Management Process
Brand Vision and Purpose Objectives
• Failure Stories
– Tomato Ketchup (Volform)
– Toothpaste (Pond’s)
25 Nov. 2009
C-D/9 © Dr. Mukul P Gupta
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25 Nov. 2009
C-D/10 © Dr. Mukul P Gupta