INDIAN INSTITUTE OF MANAGEMENT CALCUTTA Diamond Harbour Road Joka, 700104
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Course programme
THE PRODUCT MANAGEMENT DECISION
Among the various Ps of Marketing, Product decision constitutes the most
crucial one because it determines company's present top/bottom line and
shapes its long term. Any conscious change in the company's product
offering-be due to competition, market trends, change in consumer behavior
or new insight is generally known as product decision.
The success of any company lies in their ability to remain in the limelight of
the market. In this sense, their target customers should prefer to buy
their offerings because of superior product portfolio and perceived image.
For instance, consumers all over the world are today familiar with the
products marketed by Toyota, Sony, Nokia, Honda, P& G, Cadbury,
Mitsubishi, GE etc.
Likewise, visionary marketers in India have realised the importance of
products' core values, all painstakingly built over the years and fine
tuned them under dynamic market conditions.
Given the rapidly changing technological, competitive, social and overall
market environment, the product portfolio must be constantly monitored to
reflect these changes, if the company is to remain in a viable condition
The principal task of a product manager lies primarily on managing its
existing product portfolio. However, as a means to growth, they are also
involved in rejuvenation or deletion of some existing products and timely
introduction of new products. In other words, Product Management function
has assumed a challenging task for any marketer.
Course Focus
The course will provide a forum to discuss emerging challenges faced to manage
any product and service in this turbulent Indian market condition.
It will explain key concepts like brand management, product positioning,
creative advertising and endorsement to influence product buying decision,
innovative promotion decisions, Product Portfolio Analysis & elimination
rules.
During the course we shall take up a number of real life New Product Launch
decisions in India. We shall examine why some of these attempts are more
successful than others. Professor shall present his varied experience and
research of evidences about how host of products are marketed in the
Indian Market. The class in the form of Group shall carry out live
projects on various Product related issues and analyse a number of
products in Indian Market.
Contents
·The Macro Perspective:
The Indian Market -Emerging Panorama
· Product Management Concepts : A Review
· Diversity of Indian Market: A Segmentation Exercise
· Challenges of Rural Marketing in India
· Brand Value Maintenance and Product Modification
· Category Attractiveness and Competitor Analysis
· Evaluation of Product Portfolio and Elimination Strategies
· Developing Product Strategy
· Managing Retail and Modern Trade in India
· Pricing and Promotion Decisions
· New Media Scenario and Creative Advertising Decisions
· Analysis of New Product Launch
· Managing Products in India
· Marketing Investment Analysis for Product Management
· Marketing Challenges in the Foreseeable Future
Evaluation Criterion
i. Individual assignment: 30
ii. Group Assignment & presentation: 40
iii.End Term Examination: 30
