A one or two day course (plus an optional 1 day facilitated follow-up) focussed on the best practices relating to management of products and product ranges during the In Life or Commercial stage of the Life Cycle. Uses case studies, exercises and pragmatic tools to improve product management and product marketing.
Objectives
To share In Life or Commercial Product Management principles, practices
and tools used in other companies
To establish a common Product Management ‘language’
To try out some PM tools and practices focussed on In Life Management
To agree the toolkit in your company
To start implementing In Life improvements in your company
Others as we go along ……….
Approach
‘Step outside’ of your company for a while
Try some new’ish things
Discuss what changes to make and what to keep in your In Life Product
Management practices and tools
Identify some improvements and start implementing them
Work hard and have some fun ………
By the end of the course you should have and have understood:
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The multi P's and C's as an extension of the classical 4 P's for Business to Business (B2B, B2U) and Business to Consumer (B2C,B2E) Markets
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How to capture Voices of Customers and Product Competitive information which is critical for Product Management
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Product positioning and re-positioning using methods such as Product Value Propositions
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Product Management of In Life or Current Products
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Pricing and Profitability
Experienced practical tools and techniques
Participated and shared experiences
Challenged your approach to Product Management.
Participative, informative, interactive and fun
Practical examples to aid understanding
Experiential - 'thematic' exercises
Practical examples to aid understanding
Pragmatic hints and tips
Bias towards understanding principles and practices vs manipulating software
tools
Session |
Course Aims and Objectives and Issues Board |
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Session |
A brief tour around the multi P's and C's as an extension of the classical 4 P's for Business to Business (B2B, B2U) and Business to Consumer (B2C,B2E) Markets, marketing and product management |
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Session |
Product Value Propositions and Product Value Claims for managing products and portfolios |
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Session |
Value Network and understanding and sharing Voices of Customers and Product Competitive Analysis Information |
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Session |
Pricing and Profitability analysis |
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Session |
Macro Trends, Key Drivers and SWOT Analysis to form Product In Life Strategy |
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Session |
Product management digital dashboard |
Whole Product
SMARDy analysis
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
WHEAT: Withdraw, Harvest, Extend, Accelerate; Transform
Value Network
Gemba
MoSCoW priorities
SWOT: Strengths, Weaknesses, Opportunities and Threats
Spider gram
Follow the following links for more information :
Product
Marketing and Management
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
