A two day course (plus an optional 1 day facilitated
follow-up) focused on the best practices relating to management of products
and product ranges. Uses case studies, exercises and pragmatic tools to
improve product management and product marketing.
Objectives
To share Product Management (PM) principles, practices and tools used
in other companies
To establish a common Product Management ‘language’
To try out some PM tools and practices
To agree the toolkit in your company
To start implementing PM 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 PM 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:
-
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
-
How to define markets, segments and customers
-
How to capture Voices of Customers and Product Competitive information which is critical for Product Management
-
The relationship of Product Management relative to Product Development and Launch
-
Product positioning and re-positioning using methods such as Product Value Propositions
-
Product Portfolio Strategy and Planning
-
Product Development and New Product Introduction
-
Product Launch and Introduction
-
Product Management of In Life or Current Products
-
Pricing and Profitability
Experienced practical tools and techniques
Participated and shared experiences
Participative, informative, interactive and fun
Practical examples to aid understanding
Experiential - 'thematic' exercises
Practical examples to aid understanding
Pragmatic hints and tips
Day 1 |
||
Session 0: |
Course Aims and Objectives and Issues Board |
|
Session 1: |
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
|
|
Breakout 1 |
Imagining a newcomer |
|
Session 2: |
Multi P's and C's of In Market and Life Cycle Management for B2B Products |
|
Session 3: |
Understanding and Sharing Voices of Customers and Competitive Analysis Information |
|
Breakout 2 |
In-Bound Product Management |
|
Session 4: |
Out-Bound Marketing: Influencing the Multi-Cs and Managing the Multi- P’s |
|
Session 5: |
Product Portfolio and Product Value Propositions |
|
Close for the Day |
||
| Day 2 | ||
Session 0 |
Re-cap |
|
| Session 1: |
Product Life-Cycle Management |
|
Session 2: |
Market and Product Portfolio Strategy and Planning |
|
Breakout 1 |
Client's approach to VP Strategy and Planning |
|
Session 3: |
Product Development and Introduction - Processes and Projects |
|
Session 4: |
In-Life Product Management of Value Propositions |
|
Breakout 2 |
Client's approach for Product Development and In-Life Management |
|
Session 5: |
Planning for facilitated sessions and agreeing preparation required |
|
|
|
|
Close for the Day |
||
| Day 3 | Facilitated follow-up Session focusing on client scenarios and Product Value Propositions. |
|
Whole Product
B2B Chunker
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 and Life Cycle
Kano Model
MoSCoW Model
Contextual Enquiry
SWOT: Strengths, Weaknesses, Opportunities and Threats
Spider gram
Market Research Methods – Primary and Secondary
