Product and brand management

Session 1 Joel Cyclo Xavier

 Pedagogy
Interactive sessions Presentations by groups Case discussions Workshops Guest sessions [if possible]

Marking
In class participation [nearly 40% internal marks]
Case analysis and presentations Group Initiative
Meeting the right people and sharing experiences Sharing interesting perspectives related to the subject

Marking
Assignments: [60 % internal marks]
ILPs Individual learning papers [word limit 300 words] anywhere from 2- 4 throughout the course
[write down whatever strikes YOU whenever its strikes or you will forget]

Case analyses Group activity [word limit 1000 words] intended to enable you to communicate an understanding of branding concepts effectively] Surprise quizzes very very short and sweet quizzes.

Term papers
Mid term paper [50% of written paper marks] around halfway through our journey.
Open book paper, For the most part it will be case based About 1.5 hours

End term Paper [50 % of written paper marks]

Open book test, for the most part it will be case based About 1.5 hours

 Since there is enough opportunity to gather marks throughout the course, in fact almost in each session, there will NO MAKE-UP TESTS OR ASSIGNMENTS I use software to check for plagiarism and when I come across it [whether the work be lifted from the net or from someone elses work] you will be fortunate if I ask you to explain before penalising you Since it is generally difficult to determine who has lifted content and who provided the content to be lifted, I tend to penalise both to maintain fairness. Occasionally, you may have some major activities which need more of your attention than the subject. Please inform me beforehand and I will not announce any assignments around that time

 Please adhere to timelines. Attendance is not compulsory

 I will be sharing a lot of AV content

FPR for AV

If you think that there is scope for improvement in the way things are done, please let me know. Joel Xavier: 9623025171 joelxavier@gmail.com

Product Management

Product
Anything that can be offered to a market for Attention, acquisition, use or consumption That might satisfy a need or want

Product Types
Physical good Service Retail store Person Organisation Place Idea

There are different levels to a product

Product levels

Orientations towards the marketplace

The product concept
Consumers will prefer products that offer most quality, performance or innovative features

Managers focus on
making superior products and improving them over time

Examples
Gillette mach 3 turbo

Other concepts
The production concept
Consumers will prefer products that are widely available and inexpensive

Managers focus on achieving

high product efficiency, low costs, mass distribution

Examples
Haier China mobiles in India Nirma in its early days

Other concepts
The selling concept
If your dont push customers they will not buy So you must aggressively sell Sell more stuff to people more often for more money to make more profits
[Sergio Zyman Coca cola]

Managers focus on achieving

Sell, sell, sell Unsought goods.

Examples
Insurance encyclopedias

Other concepts
The Marketing concept
sense and respond instead of make and sell Focus on the needs of the buyer Sell more stuff to people more often for more money to make more profits
[Sergio Zyman Coca cola]

Managers focus on achieving

Being more effective than competition in creating, delivering and communicating superior customer value to chose target

Other concepts
Types
Reactive market orientation
Waiting and responding to expressed needs

Proactive market orientation

Imagining/identifying latent needs and responding

Which is better?
Do both, idiot!

Examples
Plastic coated VIM bar Nokia torch phone

references
SBM KLK SE p32 Kotler 12E i12.2 Kotler 12E CH1 p15