Product developement
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ProdManagement.pptxSummary till now
Definition of product, product lines
Good
Services
Definition of brand, brand extensions
Brand lives in mind, while product is the delivery mechanism of the brand
What is Product Management?
Product Management
As a discipline, product management provides managerial focus to products and brands as profit-generating systems
It is the organizational function dealing with thoughtful and proactive management of a product or a group of products thoughout all stages of the product lifecycle
Product life cycle
Life span of a product
“cradle-to-grave”
Sigmoid Curve
time
Progress
Learning
Phase
Growth
Phase
Saturation
Phase
Decline
Phase
Product life cycle
7 distinct steps
Conceive
Plan
Develop
Qualify
Launch
Deliver
Retire
Why management of product is needed?
Without management
Guesswork
Chaos
Misguided development
Missed opportunities
Why management of product is needed?
With management
Increased probability of market success
2 models of Program Management
Upstream functions
Strategies of product roadmap
New product development
Downstream functions
Post-launch activities
Including refresh/new line items after launch
Case study: Intel Marketing
PC group: handles desktops and laptops segments of the market
Upstream product line managers
Responsible for new product roadmaps
Product planning and definition
Customer design wins
Selling guide
Launch planning
Case study: Intel Marketing
PC group: handles desktops and laptops segments of the market
Downstream product line managers
Sustaining the product
Tactical issues like new OS support
End-of life/conversion
PM Structure
Depends on the stage of the company
Startups: PM generally manages all aspects of product from “cradle to grave”
Mid-size enterprise: due to increased complexity and growth, PM function is done by a team
Mature organizations: Even more complex and hierarchical PM structure
Case study: Google
Google: PM Sector VP VP of PM CEO
Case study: Microsoft
Microsoft: PM … several layers VP of PM Business unit PM Executive VP CEO
Case study: Facebook
Facebook: Director of PM CEO
PM relationship to GM
PM (Product Manager)
Strategy, planning, revenue, cost, marketing, sales, product delivery, operational rollout, and support of product
GM (General Manager)
Profit and loss
Functional managers report to GM
PM, hence interact primarily through influence and shared organizational objectives
Summary
As a discipline, product management provides _______ focus to products and brands as profit-generating systems
Product life cycle
__ steps from Conceiving to Retirement
Value preposition of product management
______ probability of success in the market
Summary (contd.)
2 models of management
______
______
True/false: Structure of PM varies by the size of the company
Summary
As a discipline, product management provides managerial focus to products and brands as profit-generating systems
Product life cycle
7 steps from Conceiving to Retirement
Value preposition of product management
Increased probability of success in the market
Summary (contd.)
2 models of management
Upstream
Downstream
Structure
Varies by size of the company
Next class:
Roles and responsibilities
