Product Marketing and Management

Product Management and Product Marketing are key activities in achieving excellent business and financial results from investments in new and current products, product ranges and services. Can apply to physical products and associated services and non-physical products and services

The Time to Market approach for excellence in these activities uses some key principles to achieve success:

Marketing and Management of the "Whole Product" or "Whole Product Range" which includes the intangible as well as the tangible elements which make up the total product, service and brand benefits which customers buy.

Management of the Multi P's which is an extension the classical 4 P's of the marketing mix to achieve better differentiation and effectivity, these include: Product, Price, Place, Product (Range) Portfolio, Product (Range) Platforms, Profit, Projects (Multi Projects), (Business) Processes.............

Product Planning for Current Products, New Products and Value Propositions

Management of the Multi C's which includes Customers, Customers' Customers, Competition, Contingents, Market 'Chunks' or segments and others which help achieve a market focus for product management.

Marketing and management of Product Value Propositions and Product Value Claims to effectively define and sell products to customers.

An integrated set of processes for Product Portfolio Strategy, Product Definition, Product Development, Product Launch and In Life Management.

Management and marketing to span the Life Cycles of whole products, markets and technologies to achieve 'joined up' or integrated management based on tailored life cycle frameworks.

Portfolio Management to encompass products, product ranges, markets and technologies which addresses cross-portfolio impacts (cannibalisation) and opportunities for leverage.

Toolkits and software to support practical and common sense implementation.

From our wide experience of product marketing and management in different international markets and industries, such as:

• Electronics; Telecoms; Software and High Technology
• Engineering and Manufacturing
• Food and Beverages
• Chemicals
• Ceramics and Building products
• Financial Services
• Retailing

We can turn 'generic' best practices and methods into those best suited to a specific company, business unit, market or industry.

Product marketing and management principles and practices can be tailored for: physical products and associated services; non-physical products and services; Business to Business (B2B); Business to Consumer (B2C) and Business to End-User (B2E) applications.

Framework, Roadmap or Processes
The classic set are illustrated below:

However, in most cases we help tailor the framework and toolkit to a client's situation in terms of the mix and complexity required.
In many cases some Strategic Marketing activities can be included.

Toolkits:
The Time to Market approach utilises an advanced set of tools to achieve a market, customer and competition oriented and creative approach for end to end management of product ranges and portfolios. These include:

Ansoff matrix
Directional Policy Matrix (DPM)
Price/Performance Chart
Platform Map
Kano Model
Contextual Enquiry - Gemba Topic Guide
Chunk and Product Range Style vs Technology
Lennonisms (Imagine …..)
Pragmatic Quality Function Deployment (pQFD)
Pugh Selection Matrix
SWOT Chart
Value Map
Spidergrams
Six Tradeoffs
Base case and sensitivity analysis
Milestone Plan
GANTT Chart
RACI Matrix
Metrics Digital Dashboard
Whole Product
Adoption Phases
2-Axis Model
Multi P's: Product (Ranges); Price; Place; Promotions; Product (Range) Portfolio;

Value Propositions; Product Platforms; Profit; Projects; Business Processes
Multi C's: Customers; Customers' Customers; Chunks; Competitors; Contingents; Countries/Cultures; Collaborators; Co-Workers
In Market Management Status Summary
Milestone Tracker
Milestone Status List
Risk probability/impact matrix
Risk Register/log
Life Cycle Metrics Map
Product Range Performance Trend
WHEAT: Withdraw, Harvest, Extend, Accelerate; Transform
Value Network and Life Cycle

Software Packages and Templates
Many of the tools are provided with Excel or Web based software packages or templates to facilitate practical use and ease of learning.

Implementation Programme
Each programme is tailored to the client's situation, but typically comprises the following deliverables: roadmaps and models; toolkits, facilitated workshops and software.
A typical programme comprises:

An assessment of current product ranges, market chunks and product marketing and management practices and processes

Agreement of programme deliverables

Tailoring of framework or model, toolkit and software for client's specifics

Facilitated workshops, 1:1 and 1:n coaching

Off-line telephone and e-mail support

Skills transfer to Product Managers, Product Marketers, Product Marketeers, MarComms folks et. al.

We can also provide a formal in house training programme on the above topics, tailored to your specific needs. For more details click below:

Product Management training programme

Free Proposal
We can provide a free proposal, including programme outline with costing, to meet your requirements - please contact us.

For more information click on the links below:

Product Strategy and Product Portfolio Strategy: framework and tools
Product Definition (PD) and pragmatic Quality Function Deployment (pQFD)
Voice of Customer (VoC) and Market Research
Competitive Analysis and Competitor Analysis
New Product Introduction (NPI) or New Product Development (NPD)
In Life or In Market Management of Current Products
Product Value Proposition and Value Propositions Portfolio
Product Development, Marketing and Management Software Applications
Product Management and Product Manager Training