PBM - Session 1 - Role of Product Manager

Product & Brand Manager

The Soul of the

Marketing Function

Product Manager - Telecom/IT (3+ yrs)

Written by MBA Jobs Tuesday, 05 July 2011 Company: Vodafone

• Are you an innovator at heart? Are you an authority on mobile data

products and services, and the technology platforms that power them? Would you like to empower millions of people around the world by enabling consumer centric mobile solutions that can change their everyday lives? Would you like to be a part of a “start-up” like team where innovation, achievement, and fun are part of the corporate culture? Then this is the ideal role for you! The Ideal candidate will have a strong technical foundation, and at the same time market and consumer insight into bringing new products and ideas to life. Be responsible for managing a select suite of Data Products that will be jointly determined based on consumer trends/needs, competitive initiatives and inspired by internal and global innovations. He/she will be required to manage the end-2-end Product Life Cycle from concept/ideation to product delivery

ESSENCE OF ROLE- Key Accountabilities

• 1 Define & Manage the Product Roadmap * Strong consumer insights orientation, understand market requirements, draft product roadmap strategy, internal/external stakeholder management, vendor relationship management and formalize Roadmap * Create the New Product Business Case / Financial plan, Product Requirements Document and Go-To-Market planning that captures the detailed features and functionality expected * Prior experience working on Communication technologies like Email, Instant Messaging, VoIP, IP Video, Social technologies (OpenSocial, FConnect etc) would be a plus. Programming experience is a plus. * Prioritize deliverables, articulate version deliverables and manage the overall Product Life Cycle

ESSENCE OF ROLE- Key Accountabilities

• 2 Work with Engineering for Product development * Interface with Engineering and design teams, oversee the timely delivery, usability and performance of the product in accordance with the Market expectations

* Use technology competence to identify innovative solutions and approaches to address technical and developmental challenges

• 3 Maintain market & competitive intelligence * Keep track of market trends and consumer needs * Gather competitive intelligence and performance data * Compile information for Management & Tactical decision support

ESSENCE OF ROLE- Key Accountabilities

• 4 Track and analyze product performance

* Work with global teams to track and analyze actual performance of product/service in the market * Incorporate modifications/corrections and extract forecasted revenue potential TYPICAL OUTPUTS * Define and manage the Product Roadmap * Ensure timely and quality delivery of Products in line with Customer/Op Co expectations * Support Op Co teams in realizing adoption and usage targets for the product * Collate and share best practices, market results and key factors for success

Brand Manager - FMCG (2+ yrs) Written by MBA Jobs

Wednesday, 29 June 2011 • A. KEY PURPOSE

Develop and implement marketing activities aligned to overall marketing campaign for a large brand made-up of multiple small brands. He/ she will be responsible for managing new product development campaigns, market research and project management through to product launch. He/She will also be responsible for analysing sales information, projections & other meaningful data to identify marketing and sales opportunities. To execute promotions and advertising efforts of products or brands under his/ her responsibilities. B. KEY RESPONSIBILITIES Brand Strategy - To Collate and Analyze market trends, - To Monitor competitor activities, and based on the same undertake timely market intervention. - Post-track all in market initiatives and document and incorporate learnings for the future.

• C. KEY INTERFACES Internal - Sales Team – TPs strategies / follow up - R & D – on new product development - Supply Chain Manager – for S & OP process - Packaging development Manager – For development - Finance – for tracking spends / margins etc External - Media buying Agencies – Media plans - MR Agency – for market research - Advertising Agency – to assist Marketing Head in advertisement development - Design Agency - to develop packaging agencies - Consumers – for product feedback / response D. INCUMBENT PROFILE An MBA (2 yrs full time) with specialization in Marketing (pass out 2008 or 2009) at least 1 year Brand Management experience in FMCG set up. CANDIDATES SHOULD CURRENTLY BE WORKING IN BRAND MANAGEMENT. CANDIDATES FROM OTHER PASS OUT YEARS WILL NOT BE CONSIDERED

• Consumer Promotions - Recommend consumer promotions schemes, prepares financial analysis, take approvals, coordinate with supply chain and sales function for procurement and implementation to increase sales volumes Trade Promotions - Assisting the sales team in implementing the Trade promotion plans. New Product Development - Assisting in the launch of new products. Work with R&D on product development, conduct Market and feasibility studies for New Products. - Creating and executing launch and Communicate plan - Seek Approvals, co-ordinate with other departments on prospecting plans and post launch market support activities to ensure launch of new products

• Marketing Planning Development - To plan and carry out marketing activities - Assisting in preparing Media Briefs and seek approvals - Co-ordinate with agencies, track media deliverables and sales volumes - Assisting in developing the Annual Brand Plan in conjunction with the Marketing Head, Sales & Agency. Marketing Plan

- Prepare the Marketing Plan - Prepare Media Briefs - Co-ordinate with agencies, track media deliverables and sales volumes - Develop the Annual Brand Plan in conjunction with the Business Head, Sales & agencies

• Product Manager - FMCG (4-8 yrs) Written by MBA Jobs

We are looking at candidates for the position of Product Manager with the leading organisation for their Stationery & Office Supplies Division. Should be Full Time MBA from Premier Institute & working in FMCG. The job location is Bangalore. Experience- 4-8 yrs Key Responsibilities- - Development of Product concept, Launch Strategy and Execution plan - Briefing & Communication with Advertising agency for Creative and Campaign Strategy - Communication and Co-ordination with Sales Team, Logistics, Production and Purchase - Working closely with R&D Dept. for new product development and brand extensions - Planning, execution and Controlling of BTL promotions, consumer and trade schemes etc - Planning, Budgeting and Evaluation of Consumer Research Analysis & Evaluation of competitors’ activities and Strategy

Group Product Manager - FMCG (5+ yrs) Written by MBA Jobs

07 September 2010

Position/Role : Group Product Manager (GPM) Company : MNC, Consumer Healthcare

Category : Skincare Location : Mumbai

The requirement of GPM is to manage Skincare Category. The brand is part of leading Healthcare Groups in the world. Enjoying strong brand equity the company has presence across the globe and is regarded very highly as an employer too. Job description- - Develop short & long term sales & marketing strategies - Develop creative & innovative and execute promotional inputs to improve sales and market share as per the brand objectives both through advertising & below-the-line (BTL) activities. - Monitor/track the monthly performance of brands and budgets, deliver the objectives in terms of Sales, Profit margins and Market Shares. -

Product Manager – Skincare contd.

• - Prepare creative/media plan briefs for the brand and co-ordinate & evaluate lead implementation with the advertising agency for brand support. - Coordinate with distribution, production planning, manufacturing, and finance to ensure timely availability of products. - Prepare brand Market Research (MR) briefs for Usage & attitude studies/Brand Tracks or other customized research. - To study/monitor AC Nielsen/IMS data on monthly basis for the brand & category and present management reports. - Evaluate packaging / pack and pricing options on regular basis benchmarking the brand to the category/competition. - Communicate market strategies to field staff and provide them required information. - Carry out market/field visits to oversee implementation of marketing activities.

• Sample Product Manager Job Description • Hiring managers should be clear about the job responsibilities before hiring a product manager. This job description details the

skills to look for in technology product managers. By Steve Johnson • As Product Manager, you will guide a team that is charged with a product line contribution as a business unit. This extends from

increasing the profitability of existing products to developing new products for the company. You will build products from existing ideas, and help to develop new ideas based on your industry experience and your contact with customers and prospects. You must possess a unique blend of business and technical savvy; a big-picture vision, and the drive to make that vision a reality. You must enjoy spending time in the market to understand their problems, and find innovative solutions for the broader market.

• You must be able to communicate with all areas of the company. You will work with an engineering counterpart to define product release requirements. You will work with marketing communications to define the go-to-market strategy, helping them understand the product positioning, key benefits, and target customer. You will also serve as the internal and external evangelist for your product offering, occasionally working with the sales channel and key customers.

• A product manager's key role is strategic, not tactical. The other organizations will support your strategic efforts; you won't be supporting their tactical tasks.

• KEY RESPONSIBILITIES • Managing the entire product line life cycle from strategic planning to tactical activities • Specifying market requirements for current and future products by conducting market research supported by on-going visits to

customers and non-customers. • Driving a solution set across development teams (primarily Development/Engineering, and Marketing Communications) through

market requirements, product contract, and positioning. • Developing and implementing a company-wide go-to-market plan, working with all departments to execute. • Analyzing potential partner relationships for the product. • REQUIREMENTS • 3+ years of software marketing/product management experience. • Knowledgeable in technology. • Computer Science or Engineering degree or work experience a strong plus. • This position requires travel to customer and non-customer sites in North America and Europe (25%).

Cisco – Product Manager

Job Description: Product Marketing Manager A Product Manager at Cisco systems is an incredibly diverse and rewarding role. The PM must be able to interface effectively and establish quick credibility and confidence with: Engineering, Manufacturing, Customer Support, Business Operations, Business Development (M&A), Channel Management, Channel Partners, and Direct

Customers. This requires an extremely talented and flexible individual with strong presentation

skills, adept business knowledge, organizational abilities, and who is capable of bridging customer business requirements to technical feature set and broader market trends, indices, and capabilities.

The PM will develop strategic marketing plans for a product or product line through market research, competitive analysis, pricing, customer engagement, and business planning. A PM will also develop new product feature and functionality in partnership with Engineering. The PM participates and acts as marketing's primary advocate on

crossfunctional development teams. The PM often has to provide customer use-case examples to engineering and is the primary bridge between customer feedback and requirements and R&D.

Cisco – Product Manager contd.

Product Managers drive new business and opportunities for the Business Unit and

Technology Group. Drive resolution of customer satisfaction issues. Manage issues

associated with ordering of product, systems and tools, and manufacturing supply.

Forecast and help drive opportunities for product lines with annual revenues from $100M

to $4B. Identify areas for growth and create strategic product line roadmaps to help drive

adoption of the product and differentiating features.

Drive and develop material for multiple product or service launches including press

releases, launch materials, customer presentations, videos, PodCasts, and sales training

materials. Develop and drive competitive marketing campaigns to ensure Cisco's market

share and profitability. Collaborates cross-functionally on competitive selling, pricing,

market development and field solutions.

Requirements: MBA, GPA of 3.0 Preferred. Candidates must have graduated in the last

12 months. Positions located in San Jose, CA.

To apply: Please submit your resume at http://www.cisco.com/go/universityjobs

Requisition number (TBD)

Product & Brand Management – The Course

Product Strategy

Product Portfolio

Product

Global Product Mgmt.

Brands & Brand Equity

Brand Positioning & Elements

Measuring Brand Equity

Brand Strategy & Extension

Brand Architecture

Global Brands

Why the Case Method for Management Education?

What I hear I forget

What I see I remember

What I do I understand

- Ancient Chinese saying

How does the Case Method aid Learning?

- Sharpens analytical skills

- Problem identification

- Development of options

- Evaluation of options

- Taking decisions

- Defending decisions

- Persuading others

- Exposure across a breadth of environments

- Intensive application of theoretical knowledge

The Case Method is closer to ‘Learning by Doing’

Stakes

Engagement

Learning

Case Map

Case Sector Geography Relevance

Apple Inc. 2010 Consumer electronics

USA Product strategy

HP: The Flight of the Kittyhawk

Computers USA New product development and launch

Biocon: Launching a New Cancer Drug in India

Pharma India New product launch

P&G: The SK-II Globalization Project

Beauty care Japan China Europe

Global Product Innovation

Tata Ace

Case Map

Case Sector Geography Relevance

Exploring Brand Person Relationships

Diverse USA Brand relationships

Tanishq: Positioning to Capture the Indian Woman’s Heart

Jewelry India Positioning Brand extensions

Mountain Man Brewing Company

Beer USA Brand Extension

Colgate Max Fresh Oral care USA China Mexico India

Global Brands

Lenovo Computers China World Brand architecture Global brands

Class Preparation

• Articles

- All learners need to read all articles

- Designated groups to present

- To send PPT to instructor 4 hrs. before the class

• Cases

- All learners need to prepare

- All groups to send PPT 4 hrs. before the class

- Any group(s) may be called to present

Evaluation

• OLT 20 marks

• Group project 30 marks

• End term 50 marks

Group Project

Unilever P&G

Coca Cola Pepsico

Tata Motors (Passenger cars) Hyundai Motors

Toyota Honda

Samsung Home Appliances Videocon Home Appliances

Research in Motion (RIM) Nokia

LG Philips

Dell HP

Nikon Canon

Nike Bata

TVS Suzuki Hero Honda

Pantaloon Will’s Life Style

Britannia Parle Biscuits

Group Project

• Project agreement form

• Student peer evaluation form

• Student project log

Group Project - Timelines

• By July 24, 2012

- Selection of company & competitor

- Project agreement duly signed by all members

• By August 25, 2012

- Written report

- Presentation

- Individual student project log with drafts

- Peer student evaluation filled in group wise

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Thank you [email protected]