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PGD in Business Administration + MBA
PGD in Business Administration
PGD Risk and Insurance Management
PGD in Project Management
PGD in Retail Management
PGD in Finance Management
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PGD in Retail Management
Product & Brand Management
Chapter I
Introduction to Product and Product Management
1.1
Introduction
1.2
Definition of the Product
1.3
What is Product Management?
1.4
Skills Required
1.5
Product Levels
1.6
Product Mix
1.6.1
Product Line
1.7
Product Life Cycle (PLC)
1.7.1
Introduction
1.7.2
Growth
1.7.3
Maturity
1.7.4
Decline
1.8
Other PLC Forms
1.9
Marketing Strategies
1.9.1
Introduction Stage
1.9.2
Growth Stage
1.9.3
Maturity Stage
1.9.4
Decline Stage
1.10
Market Evolution
Summing Up
Self-assessment
Chapter II
Product Classification and Product Portfolio Management
2.1
Product Classification
2.1.1
Durability and Tangibility
2.1.2
Consumer Goods Classification
2.1.3
Industrial Goods Classification
2.2
Product Portfolio Management
2.2.1
The Boston Consulting Group (BCG) Model
2.2.2
The General Electric (GE) Model
2.2.3
Adapting Products to Local Conditions
2.2.4
Threats from Duplication
Summing Up
Self-assessment
Chapter III
New Product Development Process
3.1
Introduction
3.2
What is a New Product?
3.3
Factors Contributing to New Product Development
3.4
New Product Development Process
3.4.1
Idea Generation
3.4.2
Idea Screening
3.4.3
Concept Development and Listing
3.4.4
Marketing Strategy Development
3.5
Business Analysis (Feasibility)
3.6
Product Development
3.7
Market Testing
3.8
Commercialisation
3.9
Product Adoption
Summing Up
Self-assessment
Chapter IV
Product Strategy
4.1
Elements of Product Strategy
4.2
Setting Objectives
4.3
Strategic Alternatives
4.3.1
Increasing Sales/ Market Share – Market Development Strategies
4.3.2
Market Penetration Strategies
4.4
Increasing Profitability
4.4.1
Decreasing Inputs
4.4.2
Increasing Output
4.5
Positioning: Choice of Customer Targets
4.5.1
Positioning: Choice of Competitor Targets
4.5.2
Positioning: Core Strategy
4.5.3
Cost/Price (Value) Strategy
4.5.4
Non-price Strategy
Summing Up
Self-assessment
Chapter V
Managing Brand Equity
5.1
Introduction
5.2
What is a Brand?
5.3
Brand Equity 36
5.4
Branding Challenges
5.5
Brand-Sponsor
5.6
Brand Building Tools
5.7
Brand Strategy Decision
5.8
Brand-Asset Management
5.9
Brand Auditing and Re-positioning
5.10
Packaging and Labelling
5.11
Labelling
Summing Up
Self-assessment
Chapter VI
Marketing Organisations
6.1
Introduction
6.2
Product Focused Organisations
6.3
Market Focused Organisation
6.4
Functionally Focused Organisation
6.5
Marketing Channels
6.5.1
Indirect Channel Management
6.6
Contractual/Legal Provisions
6.7
Self-interest
6.8
Human Contact
6.9
Power
6.10
Channel Arrangements
6.11
Monitoring Profitability by Channel
6.12
Direct Channels
Summing Up
Self-assessment
Chapter VII
Marketing Planning
7.1
What is a Marketing Plan?
7.2
The Planning Process
7.3
Steps in the Planning Process
Summing Up
Self-assessment
Chapter VIII
Market and Sales: Estimating Market and
Sales Potential and Forecasting
8.1
Introduction
8.2
Market Potential
8.2.1
Uses
8.2.2
Information Sources
8.3
Methods of Estimating Market and Sales Potential
8.4
Sales Potential
8.4.1
Sales Forecasting
8.5
Judgement Based Methods
8.5.1
Sales Force Composite
8.5.2
Delphi Method
8.5.3
Jury of Expert Opinion
8.6
Customer Based Methods
8.6.1
Market Testing
8.6.2
Market Surveys
8.6.3
Sales Extrapolation Methods
8.6.4
Model Based Methods
8.7
Using Forecasts
Summing Up
Self-assessment
Chapter IX
Pricing Strategy
9.1
Introduction
9.2
Setting the Price
9.2.1
Selecting the Pricing Objective
9.2.2
Determining Demand
9.3
The Role of Marketing Strategy in Pricing
9.3.1
Measuring Perceived Value and Price
9.3.2
The Economic Value Concept
9.3.3
Using Price Thresholds
9.3.4
Using the Perceived Value Concept
9.3.5
Psychological Aspects of Price
9.3.6
Relationship Between Price and Perceived Quality
9.3.7
Odd Ending Prices
9.3.8
Competition and Pricing
9.3.9
Role of Own Costs
9.4
Pricing Objectives
9.4.1
Return on Sales/ Investment Pricing
9.4.2
Pricing for Stability
9.4.3
Skimming
9.4.4
Competitive Pricing
9.4.5
Other Factors Affecting Price
9.5
Pricing Tactics
Summing Up
Self-assessment
Chapter X
Advertising and Promotion
10.1
Advertising
10.2
Developing Effective Communications
10.3
Advertising
10.4
Sales Promotion
10.5
Public Relations and Publicity
10.6
Factors in Setting the Communications Mix are
10.7
Media Selection
10.7.1
Where
10.7.2
Contextual Fit
10.7.3
Duplication and Wear Out
10.7.4
When
10.7.5
Other Considerations
10.8
Evaluating Advertising Effects
10.9
Promotions
10.9.1
Promotion Objectives
10.9.2
Final Customer Promotions
10.9.3
Trade Promotions
10.9.4
Consumer Promotions (Rank 1 to 11)
10.10
Promotion Budgeting
10.10.1
The Total Advertising and Promotion Budget
10.10.2
Allocating Money between Advertising and Promotion
10.10.3
Final Customer Promotions
10.10.4
Product Based Promotion
10.10.5
Price Based Promotions
10.10.6
Other Promotions
10.10.7
Evaluating Customer Promotions
Summing Up
Self-assessment
Chapter XI
Financial Analysis
11.1
Introduction
11.2
Sales Analysis
11.3
Profitability Analysis
11.3.1
Cost Classification
11.3.2
Contribution Margin
11.4
Framework for Control
11.5
Capital Budgeting
11.6
Average Rate of Return
11.7
Payback
11.8
Internal Rate of Return (IRR)
11.9
Present Value
11.10
Economic Value Added
Summing Up
Self-assessment
Chapter XII
Services as Products
12.1
Services
12.2
Service Categories
12.3
Marketing Strategies for Service Firms
12.3.1
Differentiation in Services
12.3.2
Managing Service Quality
12.3.3
Managing Productivity
12.4
Post-Sale Service Strategy
12.4.1
Major Trends In Product Support Service
12.4.2
Managing Product Support Services
Summing Up
Self-assessment
Chapter XIII
Understanding Brands
13.1
Introduction
13.1.1
Brand Hierarchy
13.2
Laws of Branding
13.3
Myths about Branding
13.4
Why Branding?
13.5
Role and Significance of Branding
13.5.1
Significance of Brands from Consumers’ Point of View
13.6
Significance of Brands from the Marketer’s Point of View
13.7
Brand Ranking
13.8
Meaning of a Brand
13.9
Brand Challenges
13.9.1
Brand or No Brand
13.9.2
Brand Sponsor Decision
13.9.3
Brand Name Decisions
13.9.4
Brand Name Strategies
13.9.5
Brand Strategy Decisions
13.9.6
Brand Repositioning or No Repositioning
13.10
Brand Management Decision: L’oreal
Summing Up
Self-assessment
Chapter XIV
Brand Image, Brand Identity, Brand Valuation
14.1
Introduction
14.2
Brand Image
14.3
Definitions of Brand Image
14.3.1
Brand Image and Celebrity
14.3.2
Brand Personality and Brand Image
14.4
Brand Identity
14.5
Brand Valuation
14.5.1
Brand Loyalty
14.5.2
Other Tangibles and Intangibles Valuation
14.5.3
Intangible Assets
14.6
Customer Retention and Brand Marketing
14.7
Ten Characteristics of the World’s Strongest Brands
Summing Up
Self-assessment
Chapter XV
Brand Equity
15.1
Introduction
15.2
Brand Equity
15.2.1
Definition of Brand Equity
15.2.2
Cost Based Approach
15.2.3
Price Based Approach
15.2.4
Customer Based Approach
15.3
Latest Measures to Compute Brand Equity
15.3.1
Direct Measurement Methods
15.3.2
Indirect Valuation Methods
Summing Up
Self-assessment
Chapter XVI
Managing Brands Over Time, Brand Positioning and
Consumer Behaviour
16.1
Introduction
16.2
Managing Brands Over Time
16.3
16.3
Brand Life Cycle
16.3
Investment, Profitability and Cash Flows and Brand Life Cycle
16.3
Brand Portfolio Management
16.3
Managing a Brand and Customer Value
16.4
Brand Positioning and Re-positioning
16.4.1
How to Ensure Success in Positioning
16.4.2
Positioning Errors
16.4.3
Positioning Strategies as Per Philip Kotler
16.4.4
Positioning Tourist Destinations
16.4.5
Positioning Strategies as per Mr. M.V. Kulkarni, Marketing Consultant
16.4.6
Positioning Strategies for Insurance Industry
16.4.7
Can Positioning Work Always?
16.5
Brand Re-positioning
16.6
Brand Marketing and Consumer Behaviour
16.6.1
Brand Celebrity and Consumer Behaviour
16.6.2
Brand Marketing and Consumer Buying Behaviour
16.6.3
Difference Between Trademark, Logo, Symbol and Mascot
16.7
Brand Mascot
Summing Up
Self-assessment
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