MKT3717 – Product & Brand Management AY2021/22
Lecture 1 : Introduction
- Why need Product & Brand Management?
o Manage Product Life cycles
o Avoid misallocating marketing resources
o Avoid SILO Spanning Brands
SILO meaning fighting against each other, becoming competitive
o Avoid SILO Spanning offerings & programs
o Avoid weaking of marketing management competencies
- Synchronized Organization Structure
1
,MKT3717 – Product & Brand Management AY2021/22
- Scope of Product & Brand Management
o Product strategy
Planning, development, monitoring & control
o Branding
Packaging, Branding & Labelling
o Pricing Strategy
o Distribution
Inventories & warehousing
o Integrated Marketing Communications
o Sales
Forecasting, monitoring & control, sales force management
o Marketing Research
Monitoring performance, gathering field intelligence
- Changes in Approach
o Using mobile technology to
Engage people
Creating an experience
Event analytics
o Creating Values to Consumers
o
Engagement Value
Getting to know your brand’s story
2
,MKT3717 – Product & Brand Management AY2021/22
Example: Body Shop
o Known for eco-friendly
o Staff are well known to be friendly which enables audience
to be part of the brand
Experience Value
Remove obstacles to help ease for audience
Install incentives, online shop instead of physical
Exchange Value
Making sure they meet their needs
Example: Reminding customer when their online cart is saved
o Brands can have an automation that reminds the audience
to check out
o Boosts conversion
- Mindshare Vs Market Share
o Mind Sharing - where people remember you as a brand
o Market Share – percentage of sales
3
, MKT3717 – Product & Brand Management AY2021/22
Lesson 2 : How should Firms Analyse & Plan?
- Assigning Roles for Key Decisions
o Input
Focus on getting only input that is critical to making & implementing a good
decision
o Recommend
Gathers input before proposing actions
o Agree
o Decide
o Perform
- Environmental Factors
o Uncontrollable Environmental Factors
Socio/Cultural
Political/Legal
Economic
Competitive
Technological
o Controllable Marketing Mix
Product
Price
Promotion
Place
4
Lecture 1 : Introduction
- Why need Product & Brand Management?
o Manage Product Life cycles
o Avoid misallocating marketing resources
o Avoid SILO Spanning Brands
SILO meaning fighting against each other, becoming competitive
o Avoid SILO Spanning offerings & programs
o Avoid weaking of marketing management competencies
- Synchronized Organization Structure
1
,MKT3717 – Product & Brand Management AY2021/22
- Scope of Product & Brand Management
o Product strategy
Planning, development, monitoring & control
o Branding
Packaging, Branding & Labelling
o Pricing Strategy
o Distribution
Inventories & warehousing
o Integrated Marketing Communications
o Sales
Forecasting, monitoring & control, sales force management
o Marketing Research
Monitoring performance, gathering field intelligence
- Changes in Approach
o Using mobile technology to
Engage people
Creating an experience
Event analytics
o Creating Values to Consumers
o
Engagement Value
Getting to know your brand’s story
2
,MKT3717 – Product & Brand Management AY2021/22
Example: Body Shop
o Known for eco-friendly
o Staff are well known to be friendly which enables audience
to be part of the brand
Experience Value
Remove obstacles to help ease for audience
Install incentives, online shop instead of physical
Exchange Value
Making sure they meet their needs
Example: Reminding customer when their online cart is saved
o Brands can have an automation that reminds the audience
to check out
o Boosts conversion
- Mindshare Vs Market Share
o Mind Sharing - where people remember you as a brand
o Market Share – percentage of sales
3
, MKT3717 – Product & Brand Management AY2021/22
Lesson 2 : How should Firms Analyse & Plan?
- Assigning Roles for Key Decisions
o Input
Focus on getting only input that is critical to making & implementing a good
decision
o Recommend
Gathers input before proposing actions
o Agree
o Decide
o Perform
- Environmental Factors
o Uncontrollable Environmental Factors
Socio/Cultural
Political/Legal
Economic
Competitive
Technological
o Controllable Marketing Mix
Product
Price
Promotion
Place
4
