MKT 4806

Product & Brand Management

Session 1: Saturday 3 November 2007
Polboon Nuntamanop

 Review Basic Marketing

Ref. Kotler & Keller, Marketing Management, 12th Edition.
 Introduction to Product Management
 Marketing Planning
Ref. Lehman & Winer, Product Management, 4th
Edition.

1-1
 Review

Marketing deals with identifying and

meeting human and social needs
profitably.
Marketing is an organizational function and
a set of process for creating
communication and delivering values to
customer sand for managing customer
relationships in a way that benefits the
organization and stake holders. ( American
Marketing Association)
1-2
 Review
Marketing Management
An art and science of choosing target
markets and getting, keeping, and
growing customers through creating,
delivering, and communicating
superior customer values.

Source: Kotler & Keller, Marketing Management 12e

1-3
 Key Concepts of Marketing

 Markets and market segmentation

 Product VS Services
 Product Categories
 Products Portfolio
 Consumers
 Competition
 Brand / Brand Equity
 Marketing Mix
 Marketing Strategies
1-4
 Marketing Mix

 Product Consumer Values

 Price Costs to consumers
 Place Convenience to
consumers
 Promotion Communication

1-5
 Strategic Marketing Management Model

Business
GOAL
Internal Resources External Forces

Strengths / Weaknesses VISION Opportunity/ Threats

& MISSION
Brand Business Objectives Market
Key Success Factors And strategies Key Success Factors

Marketing
Objectives & Strategies

Marketing Operation
Objectives and Strategies

Marketing Mix
Marketing Operation Action Plan
Strategy Execution

Crimson Consulting ©copyright 2005

1-6
 Internal Factors
 Organization structure
 Internal resources
 Hardware: production facilities
 Software: R&D, know-how, proprietary
 People: Number of employee, competency, HR
management.
 Financial: Policy, sources of fund, credits,
investment policy, cash flows.
 Management: governance system, leadership,
management style, management team,

1-7
 External Factors
 Market environment.
 Market potential
 Consumers ( who consumes end-product)
 Market’s distribution system.
 Competition
 Related government’s rules and
regulations.
 Relevant economic factors
 International factors
1-8
1-9
 Lehman & Winer,
Product Management, 4th Edition

Chapter 1: Introduction to Product Management.

Chapter 2: Marketing Planning
Chapter 3: Defining competitive set
Chapter 4: Category Attractiveness Analysis
Chapter 5: Competitor Analysis
Chapter 6: Customer Analysis
Chapter 7: Market Potential and Sales Forecasting.
Chapter 8: Developing Product Strategy
Chapter 9: New Products
Chapter 10: Pricing Decision
Chapter 11: Advertising Decision
Chapter 12: Promotion

1-10
 Chapter 1
Introduction to
Product
Management
1-11
 A Product Manager’s Potential Interactions
Agency media department
Company media department
Suppliers Media sales reps
Advertis-
Trade Manufactur ing
-ing and agency Media
Suppliers Premium
distribution suppliers
Research Premium
and Promotion screening Store
development services testing Sampling
Couponing

Product Packagin
Legal
manager g

Designers
Purchasin Researchers
Fiscal g

Market Publicity Suppliers

research
Sales
Research
suppliers Trade

1-12
 Product Management
VS General Marketing
Management
Product Management Marketing
Management

Scope Single product or Broad Portfolio of

a product line products

Decisions Many tactical Many strategic

Time Short-term Long-term

often annual or
shorter

1-13
 Product-Focused Structure
Head of
company/division

Manufacturing Marketing Corporate

Finance
communications

Marketing Product
Support
Research management

Manager of Manager of Manager of

product A product B product C

1-14
 Example: Adobe Systems Marketing Organization

Product
Sales Corporate
Development
Communications
& Marketing

Product Channel Public Trade

Marketing
Marketing Merchandising Relations Shows

- Specification - Cross Product Programs - Channel Promotions - Organize Press Tours - Trade Shows
- Positioning - Road Shows - Channel Advertising - Press Communications
- Pricing
- Seminars - Coop Advertising - Editorial Opportunities
- Spokesperson - Third Party promotions
Internal & External - Events
- Promotions - Creative Services
- Advertising
- Product Strategy
- Product Analysis
- Anything Cross
Functional
- Keep communication
flow going

1-15
 Example: GM’s New Organizational Structure

Ron Zarrella
VP & group executive, North American Operations

John Middlebrook Phil Guarascio Roy Roberts John Middlebrook William Lovejoy
VP & GM, vehicle VP & GM, advertis- VP & GM, field Support staff group VP & GM, service
brand marketing ing & corp. mktg. sales service & parts directors parts operations

Division marketing
Regional general Service parts
general managers
manager(s) organization
(6)

Regional Regional
Brand services Regional Regional
Brand teams support divisional
managers service parts
manager marketing
manager manager
manager

Marketing area
managers

Area sales Area service Area parts

manager manager manager

1-16
Market-Focused Organization

Head of the
company/division

Corporate
Manufacturing Marketing Finance
communications

Manager, Manager, Manager,

market A market B market C

1-17
Example: Regional Bell Operating Company

Vice president, marketing

Assistant vice president, Assistant vice president, Assistant vice president,

consumer marketing business marketing interindustry marketing

Marketing planning and

Product management Carrier marketing
product development

Operations and sales Product management Operator services

Customer billing Operations

Revenue and
Directory products
market forecasting

1-18
Functionally-Focused Organization

Head of the
company/division

Corporate
Manufacturing Marketing Finance
communications

Product Sales Marketing

Advertising
marketing promotion research

1-19
Example : Marketing of Toy Manufacturer

Vice president,
marketing

Marketing
support

Advertising and
public relations

Publications

Consumer
administration

Merchandising

1-20
 Restructuring the Adaptive
Marketing Organization

Chief Marketing Officer

VP, Customer VP, Marketing VP, Experience

Management Technology Design

Director, Director,
Director, Director, Director, Creative Multimedia
Research Cohort 1 Cohort 2 Development Production

Director, Director, Director, Director,

Marketing Asset Customer Service Marketing Customer
Management Systems Delivery Systems Database

1-21
 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

1-22
 Chapter 2
Marketing
Planing

1-23
 Marketing Plan

A marketing plan is a written

document containing the guidelines
for the business center’s marketing
programs and allocations over the
planning period.

1-24
 Objectives of a Marketing Plan

1. Define the current business situation.

2. Define problems and opportunities facing
the business.
3. Establish objectives.
4. Define the strategies and programs
necessary to achieve the objectives.
5. Pinpoint responsibility for achieving
product objectives.
6. Encourage careful and disciplined thinking.
7. Establish a customer/competitor
orientation.

1-25
 Frequent Mistakes in the Planning
Process
 The speed of the Process
 The Amount of Data Collected
 Who does the Planning?
 The Structure
 Length of the Plan
 Number of Courses of Action Considered
 Who Sees the Plan
 Not Using the Plan as a Sales Document
 Insufficient Senior Management
Leadership
 Not Tying Compensation to Successful
Planning Efforts
 Frequency of Planning
1-26
 Marketing Planning Sequence
Update
historical
data
Collect
current
situation
data
Data
analysis

Develop
objectives,
strategies,
programs
Develop
financial
document
Negotiate
s
final plan
Measure
progress
toward
objectives
Audit

1-27
 Marketing Plan Summary

I. Executive summary
II. Situation analysis
A. Category/competitor definition
B. Category analysis
C. Company and competitor analysis
D. Customer analysis
E. Planning assumptions

1-28
Marketing Plan Summary (cont.)

I. Objectives
II. Product/brand strategy
III. Supporting marketing
programs
IV. Financial documents
V. Monitors and controls
VI. Contingency plans
1-29