1Prod Management Intro

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Discipline with T&C Hand phones Silent mode

Time Discipline Be on time, I will also In case late inform me on 9819006277

Individual discussion Smiling, Extra socializing etc. etc. prohibited

Teaching Best of sources with commitment

Case studies: solution is must group or individual

Assignments: Short dead lines,

All lecture notes and cases will be part of examination

I LOVE SURPRISES

CR: batch e-mail and individual email ids


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INTRODUCTION

TO PRODUCT

MANAGEMENT


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Key

Product Basics

Product Managers Jobs to be done (JTBD) Market Analysis

Principles ofProduct Policy

Skin Care Industry In India Innovation and product

Innovations@360 degree

Indian Examples 2008-09

Case Study Read out

Articles California Management Review

Harvard Business School

MIT Sloan Management Review

Ivey School Of Business


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Product Basics


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What is a Product?

A product is anything that can be

offered to a market (in one form oranother) for consumption and that

satisfies a need


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What is a Product?

A product is anything that can be

offered to a market (in one form or

another) for consumption and that

satisfies a need


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Product may be

Physical Good: Cereal, Tennis racquet or automobile

Service: an airline, bank, or insurance company

Retail Store: Dept. store, Specialty store or super market

Person: Political figure, entertainer, or an athlete

Organization: NPO, trade organisation, or arts group

Place: City, State or country

Idea: Social Cause

Does it satisfies a need?


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Classification of Product around

number of dimensions

The nature of customers buying behavior:

Convenience Goods:

Purchased without deliberation, widely available

Fast food, confectionery

Shopping Goods: Involves more planning and some comparison

Tv, radio, foot wear, clothing items

Specialty Goods:

relatively inelastic demand,

no comparison shopping and are available in selected outlets

Antiques, Wedding dresses

The level of involvement in the purchase process High and Low

The type of benefits

Functional or utilitarian: logical & rational advantage

Emotional: ego-expressive need


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The total Product (The Offering)

CoreProduct

1. It serves a direct, primaryneed

2. Core is what consumers

actually buy

1. Offers additional benefits

2. Core is what consumersactually buy

AugmentedProduct


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Core

Product

AugmentedProduct

1. Juice packed

bottle with coloredlabel

2. Quench Thirst

1. A sense they are

treating themselves to

something special

2. Offbeat lifestyle


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Brands are

names, symbolsto make

product

differentiation

concrete

Core

Product

AugmentedProduct

1. Juice packed bottle with

colored label

2. Quench Thirst

Brandassociation

enhance the

core product

Intangibles and brands relatively hard to copy by

competitors because of relatively high cost


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1. Customer service

2. Installations

3. Repair and

delivery services,

4. warranties

5. credit

possibilities

Augmented

Product

1. A sense they are treating

themselves to something

special

2. Offbeat lifestyle


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Scenario Changes

with Taste i.e.

More benefit insingle product

Products today offer Multiple Core and

Augment options


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He feels that product convergence or offering dual ormultiple benefits works on the ACE plank:

Acceptability, Convenience and Economy.

"Companies want to offer the best of the products in

a compact manner which is convenient in terms ofusage and time and is also economical."

Jagdeep Kapoor

Managing DirectorSamsika Market Consulting-Mumbai


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Product Managers

JTBD


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Market Analysis


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Product-brand Management needs a strong Market Analysis?

1. How large is the market for product in question? Is it growing or

Shrinking? Why?2. What are the major forces influencing demand for this product?

3. Can the market usefully be segmented, and, if so, along what

dimensions?

4. At what stage in the product life cycle is this market? Are we dealing with

an new product category or a mature and well-established one?

5. Is demand consistent over time and does it fluctuate sharply in response

to temporal or cyclical factors?

6. Who are the competitors serving this market and what are their market

shares? How and why have these shares been changing over time?

7. What are the demographic characteristics of customers and potential

customers in this market?8. Are there any major customer needs or wants which are not currently

being satisfied?


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My Role as a PM


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360

Degree


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inn-ovationScope & 12 Dimensions of Business Innovation


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TheScope of Business Innovation

Creation of substantial

new value for

customers and the firmby creatively changing

one or more

dimensions of the

business system


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Twenty years ago the

challenge was quality.

Ten years ago the

challenge was re-engineering.

Now the challenge is

strategy innovation,Sir Gary Hamel

The worlds most profound

business thinker


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Innovation is not

getting a few people to

worry about product

extensions. It is letting

people really imagine thefuture of the company

and it will ultimately

change the way you

make strategy,Sir Gary Hamel

The worlds most profound

business thinker


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BUSINESS

INNOVATION

RADAR

OFFERINGS (WHAT)

CUSTOMERS

(WHO)

PRESENC

E (WHERE)

PROCESSE (HOW)

Underserved

Customers,

Their un met

needs

Innovative New Product

Re-designed core operating processes

The points

ofpresenceit uses totake its

offeringsto market


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Redefining howcompany gets paid /innovative revenue

streamsBUSINESS INNOVATION RADAR

OFFERINGS (WHAT)

CUSTOMERS

(WHO)

PRESENC

E (WHERE)

PROCESSE (HOW)

Underserved

Customers,

Their un met

needs



The points


offeringsto market

Brands

Networking

Platform

Solutions

Customers experience

Value captureOrganization

Supply Chain

Power of commonality

Automobiles &

Animated Movies

Integrated

offerings for solvingend-to-end customer

problems

Redesignedinteractions throughall touch pointsNew form,

function, oractivity scope

of the firm

A differentway forsourcing andfulfillment

Network-centric

intelligent andintegratedofferings

Leveragingbrand into new

domains


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BUSINESS INNOVATION

RADAR

OFFERINGS (WHAT)

CUSTOMERS

(WHO)

PRESENC

E (WHERE)

PROCESSE (HOW)

Underserved

Customers,

Their un met

needs



The points


offeringsto market

Brands

Networking

Platform

Solutions

Customers experience

Value captureOrganization

Supply Chain

Redesigned interactions

through all touch points

Network-centricintelligent and

integrated offerings


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Some Examples


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SERVICE Product

Today everybody is in Servicefor survival


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Banks

Insurance

Hotels

Travel agencies

Airlines Education

Hairdresser

Doctor

Plumber

Architect Consultant

Stockbroker

Pet nurseries Job Portals Matrimony Contest2win.com E

-ticketing/Boarding pass Pay Tax online Event Management Channels 150+ Financial Services Online education

Home delivery Grooming Outsourcing, BPO, Knowledge

management Vaastu

SERVICES

Hamare Zamane mein

Nayee Zamane mein


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Harvard Business School Case

Novel SnacksConcept to launch


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Product History

Pringles was launched in October 1968. The name came about in the late

1960s, when the brand made a list of street names from a Cincinnati

phone book that began with "P." Pringle Avenue in Finneytown wasavailable for trademark, and its sound appealed to the brand.

The first Pringles were packaged in a tall, cylindrical metal can with a red

wrapper. National expansion was in May 1975. Many different flavors and

varieties came and went in the 1970s and 1980s, but the most significant

breakthrough occurred in September 1996 with the launch of Fat FreePringles, with P&G's olestra fat substitute.

Pringles is available in Regular, Reduced Fat and Fat Free varieties in several

flavors.


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CONNECTAND DEVELOP

> The team Brainstormed about ways to make snacks more novel and fun

> Someone suggested that we print POP CULTURE IMAGES ON PRINGLES.

> Creating edible dyes and printing itself was a project

>A technology brief was prepared and was circulated throughout their global

networks of individuals and institutions to discover if anyone in the world

had a readymade solution

>A small bakery in Bolonga, run by a UNIVERSITY PROFESSOR, invented

an inkjet method for printing edible images on cakes and cookies.

> The North America pringles business achieved double-digit growth in next

two years


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P&G launched a new line of pringles potato crisps in

2004with pictures and words trivia questions,animal facts, jokes printed on each crisps


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Inside Procter & Gambles

new Model for innovation

By Applying

fundamentally new

approach to

innovation, they were

able to acceleratePRINGLES Prints from

concept to launch in

less than a year and at

a fraction ofwhat it

would have otherwisecost.


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Product Based Innovation


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PRODUCT BASED INNOVATION


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The TechnologyFreeplay Energy was established to pioneerhuman generated

electrical energy..

From its origins as a simple concept to the creation of real products

that benefit people worldwide, our Self Sufficient Energy system truly

empowers users by enabling human mechanical effort to be

stored and then delivered as electricity, upon demand and incontrollable amounts.

Today Freeplay Energy is the only company worldwide that focuses

on developing and marketing this permanently renewable,

ecologically sound power technology. We have created

applications where Self Sufficient Energy is integral to the device

itself -- Freeplay radios and flashlights are perfect examples -- or

it can be a stand-alone unit that powers several devices.

Telephones, transceivers, navigating aids, computers, medical and

military equipment are all suitable for self-powered adaptation.



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the first wind-up radio was produced in February 1996



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FREEPLAY SHERPA

SENT

INEL



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THE FREECHARGE

Mobile Energy for Mobile Phones

Truly mobile power for mobilephones - for the first time ever. The

FreeCharge is a fully-functional

energy source for mobile phones,

incorporating a winding handle that

powers your phone anywhere,

anytime. This breakthrough product

puts an end to the dead mobile

phone.



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InT

he Classroom...SouthA

frica

In the field...Madagascar


NEED BASED INNOVATIONS


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Financial advice with Dabba

Fruitful Approach

5000 Dabbawallas

500,000 office goers

Decision makers

Childrens Career Plan

By UTI AMC


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Hariram nai ab Online bhi

High Visibility

online media buyers

to search the sites on

which their

competitors are

running their online

advertising

campaigns.


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For the people, by the people

Thanda

matlab fusion

new refrigerator model: that it can maintain frozen

ice for 17 hours (without electricity)

Cooling retention of 1500 minutes


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Jodi No. 1

CSP

Award winning Innovation

70,000 picture kiosks at retail locations worldwide

Customized Pictures

BT, CD, MC

Rs. 18-20-


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Aakash Vaani

High Visibility

Clutter breaking Innovation

LOGO Billboard

1.2 Lakh for 1st 25 Hours

Str. took 60 days to create TG reach 4-5 lakh


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VODAFONE HILL SIGN

Copy & Paste

Never Before innovation

Visible from One Kilometer

Str. took 60 days to create

10 days to install


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ATM On Wheels

Ghar aayee Lakshmi

Mobile ATM VANS

ICICI Pioneer in innovating

cash on wheels


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Thank you and discussion

Documents

1Prod Management Intro