PM: Product Management and Development

Week 1 – Product Development and

Management: Key Concepts and Principles
Module Overview
Product Development and Management
Market Insights to Drive Product Development
Learning Objectives

• How do we need to think a little bit differently?

Learning Objectives

• How do we fuel the product and the growth

strategy?
• How do we drive the future?
Learning Objectives

• What will be the challenges and the opportunities

along the product life cycle?
Learning Objectives

• What is the role of the brand?

• What is the role of marketing strategies,
distribution and pricing for product success?
Learning Objectives
Changing Mindsets
Wrong Approaches to Product Marketing
Compete on Value, not Price
Factors Affecting Value
Segmentation, Differentiation & Positioning

The product should:

• Differentiate itself from competition
• Serve market better than competition
Tangibles and Intangibles
Intangibles in Brand Building
Intangibles in Brand Building
Intangibles in Brand Building
Intangibles in Brand Building
Value of Tangibles and Intangibles
Value Migration and Product Development
Market Development
Agenda
Agenda
Agenda
Agenda
Agenda
Agenda
Agenda
Pricing Basics
Focus on Value
Price Elasticity of Demand (PED)
Do Price Cuts Really Increase Revenues?
Measuring Value
Assumptions About Competitive Markets
Customers Know Better
Commodity Markets
Monopolies
Price Cuts Impact Margins and Profitability
Selling More Without Price Cuts

• How to sell more?

• How to get more profits without cutting price?
Perfect Competition to Decommoditised Markets

When firms enter the market, it shifts the market

supply curve to the right, decreasing the market
price.
Perfect Competition to Decommoditised Markets

Margins are higher in decommoditised markets,

making it possible to:
• Carry out product improvement
• Afford advertising
• Provide incentives to distributors
Revenue and Profit Premium
Segmentation and Differentiation
Building a Distinctive Brand
Price Wars
Differentiate and Innovate
Price Cuts Kill Margins
Competitive Barrier
Impact of Premium on Profits
Marketing Strategy and Product
Development
Marketing - Principles and Implications
Finance and Marketing
Segmentation and Differentiation
Apples and Oranges
How to Be Different from Competition?
How to Be Different from Competition?
Differentiation and Positioning
Segmentation and Targeting
Value Creation
Difference in Selling Pattern
Selling FMCG Products
Selling Cars
Top Management Concerns
Market Dynamics
Where and How to Compete?
Value Extraction
Pay Now or Pay Later
Which Market?
Which Market?
Which Market?
Where to Compete?
5G Market - Narrowcasting
Marketing Strategy and Product
Development
Understanding Market Competition
Generalists
Specialists
Industry Market Shares
Industry Market Shares: Automobiles
Toyota vs Porsche - Global Market Share
Toyota vs Porsche - Profitability
Industry Market Shares - Cosmetics
Industry Market Shares - Cell Phones
Industry Market Shares - Cell Phones
Industry Market Shares - Cell Phones
Marketing Strategy and
Product Development
Companies’ Goal
Product Life Cycle
Reasons - Active Product Development
Product Types
Product Life Cycle and Profit
Product Life Cycle and Profit
Product Life Cycle and Profit
Bridging Profit Gap
Ansoff’s Framework
Ansoff’s Framework
Ansoff’s Framework
Ansoff’s Framework
Ansoff’s Framework
Ansoff’s Framework - Column-Wise
Ansoff’s Framework - Column-Wise
Ansoff’s Framework - Row-Wise
Ansoff’s Framework - Row-Wise
Value Addition in Companies
Aaker’s Vertical Integration: Extension to Ansoff’s
Framework
FedEx - Forward Integration
Apple - Forward Integration
Amazon Basics - Backward Integration
Nike - Forward Integration
Changing Marketplace
Product and Market
Development Processes
Overview
New-to-the-World Products
Product Development Process - Engineering
Design Thinking
Innovation Strategy Landscape
Innovation Strategy Landscape
Idea Generation and Screening
Key Terms
Quality Function Development: Consumer Judgement
Quality Function Development: Fine-tuning
Product Launch: Short Cycle
Market Development in Short Life Cycles
Venture Growth Strategies
Innovation Strategy Across PLC
Product and Market Development Framework
Product and Market
Development Processes
Stages of Product and Market Development
Valley of Death
Accident of Ideas
Proof of Concepts
Acceptance of Ideas
Managing Product/Technology
Life Cycles
Sellers Industry
Why is Technology like Bananas?
Why is Technology like Bananas?
The Need for Speed: Faster Life Cycles
The Need for Speed: Faster Life Cycles
Geoffrey Moore’s Framework
Managing Customer Resistance: Crossing the Chasm
Product Development: Colour Television
Product Development: Colour Television
Product Development: Video Recorder
Challenges to Launch Products
Factors Influencing Adoption
What Comprises the Buyers Industry?
Competition Among the Companies
Searching Costs
Digital Payment Systems
Market Competition: Cell phones
Market Competition: Cell phones
Technology Adoption Life Cycle
Technology Adoption vs. Product Life Cycles
Cost of Market Entry Delays
Product Launch Strategies: Importance of Timing
Product Launch Strategies: Importance of Timing
Share Estimates by Order of Entry
Identifying the Cost of Being Late
Identifying the Cost of Being Late
Identifying the Cost of Being Late
Identifying the Cost of Being Late
Identifying the Cost of Being Late
What Is the Cost of Being Second?
Identifying the Cost of Being Late
Value of Time
Managing Across the PLC
Management Challenges over PLCs I TLCs
Management Challenges over PLCs I TLCs
Management Challenges over PLCs I TLCs
Management Challenges over PLCs I TLCs
Management Challenges over PLCs I TLCs
How Do Sales and Profit Change over PLCs
How Do Sales and Profit Change over PLCs
How Do Sales and Profit Change over PLCs
Marketing Strategies over PLCs I TLCs
Organisational Resistance to Change
Different Strategies at Different Stages
Different Strategies at Different Stages
Different Strategies at Different Stages
Strategies and Metrics
Managing Samsung Brand
Across Products and Markets
Samsung: Product Lifecycle Management
Samsung: Country Life Cycle
Samsung: Contract Manufacturer
Samsung: Focus on Differentiated Products
Samsung as ODM and OEM
Samsung: Evolution of an Ambidextrous Giant
Samsung: Old and New Technology Products
Different Strategies at Different Stage of Life Cycle
Different Strategies at Different Stage of Life Cycle
Strategy: Middle Stage of Life Cycle
Different Strategies in Different Geographies
Brand Strategies in Different Markets
Samsung: Marketing
Samsung vs Apple: Mobile Phones in Growth Market
Samsung vs Apple: Asia
Investment at Different Stages
Brand Access
Samsung: Distribution Networks and Franchising
Global Wars Among Companies in India
Customer Value and Solutions
How Does a Company Position Itself to Create Value?
Why The Colour Black?
“You Can Have Any Colour Car as Long as it is black”
Manufacturing Process Innovation
Positioning of Ford
Segmentation and Differentiation by General Motors
Innovation and Value Migration: The West
Innovation and Value Migration: The West
Innovation and Value Migration: The West
Innovation and Value Migration: Asia
Reverse Innovation and Value Migration
Country-of-Origin Bias
How to Overcome Country-of-Origin Bias
Value Creation at Honda
Value Migration at Honda
Product Innovation and Tech Development at Honda
Honda’s Small Technology Platform
Honda’s Quantity Function Deployment
Value Migration in Automotive Markets
Competing with the Automotive markets
Product Development: Honda
Customer Service: Lexus
Customer Service: Lexus
Customer Service: Lexus
Customer Service: Lexus
Effects of Intuitive Products and Service
Customer Value-Centric Brand Innovations
Ambidextrous Organizations
Story of the Automotive Sector
Product Differentiation
Building the Aspirational Brand
Aspirational Brands
Hyundai – Quality Differentiation
Differentiation and Brand Building
Product Development in Pharma
Positioning as Aspirational Brand
Elements of Success
Ambidextrous Organization
Ambidextrous Organization
How to Succeed in Product Management?
Multi-purpose Excellence
Innovation in Business
Manage a Linear Supply Chain
Managing the Ecosystem
Product management Course
Overview
Elements of Product Management
Elements of Product Management
Elements of Product Management
Distribution & Ecosystem Management
Product Management
Opportunity Identification
Idea Development
Concept Testing
Design Thinking
Conjoint Analysis
Market Development
Executives
Summary
Key Learnings
Key Learnings
Key Learnings
Key Learnings
Key Learnings
Key Learnings
Key Learnings
Key Learnings