Product and Brand Management

PGDM Batch (2022-24)

Term III
Lecture : 01

Sajal Srivastava
S.No. Product Management Brand Management
1. Product Management is more Brand Management
independent in most organizations, is part of Marketing,
and is primarily concerned with focused on
identifying valuable market establishing and
problems, proposing and validating maintaining an
solutions to those problems, and overall impression of
shepherding those solutions through the company and of
the product development process its products that
from ideation to delivery. customers can
quickly and easily
recognize and
associate themselves
with.
2 Product Management is all the Brand management
activities related to Product itself is creating a space for
either before launch or after sales the brand, ensuring
services. recall for the brand,
making sure the
brand is relevant to
the target audience.
 A product is anything that can offered to market for
attention, acquisition ,use, consumption that might
satisfy a want or need.
 PRODUCTS

Tangible Intangible
products products

GOODS SERVICES
 tangibility
Associated
attributes
Intangible
Features of attributes
product

Customer
Exchange
satisfaction
value
Unexpected features Potential product

Luxury features Augmented product

Expected features Expected product

Basic features
Generic product

Basic product Core benefit

AIR CONDITIONER
S.No Level AC
1 Core benefit Cooling and comfort
2 Generic Product Sufficient cooling capacity,
energy efficient rating,
adequate air intake and
exhaust
3 Expected Expandable panels, removable
Product air filter, vent, power cord 6
inches, warranty
4 Augmented Electric touch pad, display
Product indoor outdoor temp,
thermostat setting. Toll free
no
5 Potential Silently running, balanced
Product through out the room,
completely energy self
sufficient
Durable products

Consumer products,

Business products
 Durable

 Non-durable

 Services
 Shopping Specialty
Products
Products
Convenience
Products

Unsought

Products

. . To satisfy information needs & buying motives

Convenience goods – consumers use minimal effort for
frequently purchased low cost items

 Staples -

 Emergency goods –

 Impulse purchases –
Shopping goods - consumers make a
considerable effort to evaluate …
Consumers make product comparison(s),

They seek information before purchase,

they are not impulsive

Moderate substitutions are made

Product’s last a considerable time

Monetary & social costs may be

 Materials and parts
 Raw materials and parts

 Manufactured materials and parts

 Capitals items
 1.installation
 2.equiptment

 Suppliers and business services

 1.maitainance and repair items
 2.operating suppliers
 Farm products

 Natural products
 1.installation  2.equiptment
 1. maintenance and
repair items  2.operating suppliers
• Product Item
Product Mix and
Product Lines
◦ For product strategy
A product mix is the set of all products and
items that are offered for sale.
These product mix dimensions
helps business to expand.
• It is analyzing relationships between
product items and their attributes eg. Sales
or profit or quality etc.

• Product Line Analysis help companies to

develop a basic platform to meet different
customers requirements and Lower
production costs.
For example
analyzing by the graph we observe
Product Line analysis provides
information for two key decision
areas:

• Product Length Line

• Product Mix Pricing
Company objectives influence product length line
For example:
Companies seeking high market share and market growth
will carry longer product lines.
Companies that emphasize high profitability will carry
shorter lines consisting of carefully chosen products.
Product Line Length
 Product Mix Pricing

In product mix pricing,

the firm searches for a set
of prices that maximizes profits
on the total mix.
 The assortment of products that a company
offers to a market
 Width – how many different product lines?
 Length – the number of items in the
product mix
 Depth – The no. of variants offered in a product
line
 Consistency – how closely the product lines are
related in usage
 • Product Line
LAMPS
•Table
•Ceiling
•Track
•Desk
 • Product Mix
Product
Line 2

Produc Produc
t Line t Line
1 3
LAMPS TABLES CHAIRS
•Table •Kitchen •Dining Room
•Ceiling •Dining Room •Living Room
•Track •End •Bedroom
•Desk •Coffee •Outdoor
•Outdoor •Desk
•Conference
•Computer
 Home WIDTH
Depot,

Lowe’s

Tata Steel Tata DTH

Tata Motors Tata Tea
D
BUS BARS GEMINI

# of lines = 4
TEA E
PLATES
# of items = 6 LORRY
P
CARS

T
A wide product mix facilitates one stop shopping
 Width (# of product lines)

HAIR SALTY DENTA SOFT

SNACKS L DRINKS
CARE CARE
Shampoo Chips Tooth Brush Cola

Condition e Nuts Tooth Paste Ginger

r
Dental Ale Root
Cracker s
Hair Floss
Spray Beer
 Changes in market demand
 Cost of production
 Quantity of production
 Changes in company desire
 Competitors actions and reactions
 Expansion of product mix
 Contracting or dropping the product mix
 Alteration of existing product s
 Trading up/trading down stratagies
 Planning
 Forecasting
 Marketing of products of a company
is product management
 To design product stratagies
 To spot market opportunities
 To develop strategies for each stage of product life cycle
 To generate new product ideas