Syllabus Product and Brand Management

PRODUCTS & BRAND MANAGEMENT

Unit 1

Product planning and development – Meaning and objectives – Product life cycle theory – Product portfolio analysis – Mapping – Understanding company product/brands and competitive brand market position – Global forces in business environments.

Unit 2

The new product development – Research and innovation – Strategic reasons for new product development – The need – Preparing the organisation for new product development – The role of product manager – Operationalising new product development process – New product managerial activities – Pricing – Promotion –Positioning of new products.

Unit 3

New product decision support – Forecasting demand – Estimating market opportunity – New product sales forecasting – Experimental design and test marketing – Types – Test marketing design issues – Evaluation of test marketing results.

Unit 4

Market entry decisions – Launching new product programmes – National launching of new products – Tracking the launch – Absorbing the new product in the mix.

Unit 5

Brand management – Brand positioning concept – positioning components – Measuring differential advantage and financial values – Advertising for brands.

Unit 6

Consumer – Market studies – Buyer behaviour – Brand performance – Loyalty – Classes of early adopters & the laggards – Brand switching – Consumer attitudes – Brand – Market – Competitive profiles.

Unit 7

Case discussion with references to Indian experience.

References: exigent acclaimed

1.Philip Marvin, Product planning simplified.

2.Philip Kotler, Readings in marketing management.

3.OAJ Mascareuhas, New product development.

4.Ramanuj Majumdar, Product management in India.

5.Subroto Sengupta, Brand positioning – Strategies for competitive Advantage.