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Introduction To Product Management Dr. Shahaida P


McGraw-Hill/Irwin
Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.

Brands vs. Products


Brand
Organizational associations Brand personality

Country of origin

User imagery

Scope Attributes Uses Quality/value Functional benefits

Product
Symbols
Brand/ customer relationships

Emotional benefits

Self-expressive benefits

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Five Levels of Meaning for a Product


The core benefit level is the fundamental need or want that consumers satisfy by consuming the product or service. The generic product level is a basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features. This is basically a stripped-down, no-frills version of the product that adequately performs the product function. The expected product level is a set of attributes or characteristics that buyers normally expect and agree to when they purchase a product. The augmented product level includes additional product attributes, benefits, or related services that distinguish the product from competitors. The potential product level includes all the augmentations and transformations that a product might ultimately 1.3 undergo in the future. 1-3

A Product Managers Potential Interactions


Suppliers Trade Suppliers Research and development Manufacturing and distribution Advertising agency Agency media department Company media department Media sales reps Media

Promotion services

Premium suppliers Premium screening Store testing Sampling Couponing

Legal

Product manager

Packagin g Designers Researchers

Fiscal

Purchasin g Market research Publicity Sales Trade

Suppliers

Research suppliers

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Product-Focused Structure
Head of company/division

Manufacturing

Marketing

Finance

Corporate communications

Marketing Research

Product management

Support

Manager of product A

Manager of product B

Manager of product C

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Adobe Systems Marketing Organization


Product Development & Marketing Sales Corporate Communications

Product Marketing
- Specification - Positioning - Pricing - Spokesperson Internal & External - Promotions - Advertising - Product Strategy - Product Analysis - Anything Cross Functional - Keep communication flow going

Marketing

Channel Merchandising
- Channel Promotions - Channel Advertising - Coop Advertising

Public Relations
- Organize Press Tours - Press Communications - Editorial Opportunities

Trade Shows
- Trade Shows

- Cross Product Programs - Road Shows - Seminars - Third Party promotions - Events - Creative Services

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GMs New Organizational Structure


Ron Zarrella VP & group executive, North American Operations John Middlebrook VP & GM, vehicle brand marketing Division marketing general managers (6) Phil Guarascio VP & GM, advertising & corp. mktg. Roy Roberts VP & GM, field sales service & parts Regional general manager(s) John Middlebrook Support staff group directors William Lovejoy VP & GM, service parts operations

Service parts organization

Brand teams

Brand services managers

Regional support manager

Regional divisional marketing manager

Regional service manager

Regional parts manager

Marketing area managers

Area sales manager

Area service manager

Area parts manager

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Market-Focused Organization
Head of the company/division

Manufacturing

Marketing

Finance

Corporate communications

Manager, market A

Manager, market B

Manager, market C

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Marketing Organization: Regional Bell Operating Company


Vice president, marketing Assistant vice president, consumer marketing Assistant vice president, business marketing Assistant vice president, interindustry marketing

Product management

Marketing planning and product development

Carrier marketing

Operations and sales

Product management

Operator services

Customer billing

Operations

Revenue and market forecasting

Directory products

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Functionally-Focused Organization
Head of the company/division

Manufacturing

Marketing

Finance

Corporate communications

Product marketing

Advertising

Sales promotion

Marketing research

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Marketing Organization: Toy Manufacturer


Vice president, marketing

Marketing support

Advertising and public relations

Publications

Consumer administration

Merchandising

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Restructuring the Adaptive Marketing Organization


Chief Marketing Officer

VP, Customer Management

VP, Marketing Technology

VP, Experience Design

Director, Research

Director, Cohort 1

Director, Cohort 2

Director, Creative Development

Director, Multimedia Production

Director, Marketing Asset Management

Director, Customer Service Systems

Director, Marketing Delivery Systems

Director, Customer Database

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Changes Affecting Product Management


The Web Data explosion Increased emphasis of brands Changes in the balance of market power Increased importance of customer retention programs Increased global competition

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