SYLLABUS
Product and Brand Management
Objectives: The focus of this course is on decisions about how a company can build and manage its products so that they are
profitable to the company and at the same time adequately meet target customers' needs and wants. The course aims to
synchronize product and brand management processes.
S. No. Description
1. Introduction to Product & Product Related Concepts: Product Management & Scope
Marketing Organization & Types, Marketing Planning: Components of Marketing Plan
Defining the Competitive Set: Levels of Market Competition, Methods for Determining Competitors
Category Attractiveness Analysis: Aggregate Market Factors, Category Factors, Environmental Analysis
2. Competitor Analysis: Sources of Information, Assessing Competitors’ Current Objectives & Strategies,
Differential Advantage Analysis
Customer Analysis: Purpose, Segmentation Criteria
3. Market Potential & Sales Forecasting, Methods of Estimating Market & Sales Potential
4. Developing Product Strategies, PLC, Product Strategies Over the Life Cycle
Managing New Product Development ,Product Modification, Line Extension & Brand Extension
5. Brands & Brand Management, Branding Challenges & opportunities, Concept of Brand Equity
6. Strategic Brand Management Process: Introduction & Phases
7. Identifying & Establishing Brand Positioning: Building A Strong Brand, Positioning Guidelines
8. Planning & Implementing Brand Marketing Programs: Criteria for Choosing Brand Elements, Options &
tactics for Brand Elements, Use of IMC for Brand Building, Leveraging Secondary Brand Associations to Brand
building
9. Measuring & Interpreting Brand Performance: Developing A Brand Equity Measurement & Management
System, Measuring Sources of Brand Equity & Outcome of Brand Equity
10. Growing & Sustaining Brand Equity: Designing & Implementing Branding Strategies
Managing Brands Over Time
, CONTENTS
Unit 1: Introduction to Product Management 1
Unit 2: Marketing Planning 19
Unit 3: Competitor Analysis 52
Unit 4: Market Potential and Sales Forecasting 79
Unit 5: Developing Product Strategies 98
Unit 6: Extension 115
Unit 7: Brand and Brand Management 146
Unit 8: Brand Equity 162
Unit 9: Strategic Brand Management Process 186
Unit 10: Identifying and Establishing Brand Positioning 196
Unit 11: Planning and Implementing Brand Marketing Programs 220
Unit 12: Measuring and Interpreting Brand Performance 248
Unit 13: Growing and Sustaining Brand Equity 273
Unit 14: Managing Brands over Time 289
,
, Unit 1: Introduction to Product Management
Unit 1: Introduction to Product Management Notes
CONTENTS
Objectives
Introduction
1.1 Product
1.2 Concepts related to Product
1.2.1 Product Development
1.2.2 New Product
1.2.3 Product Life Cycle
1.2.4 Product Upgrade
1.3 Product Management: Meaning
1.4 Aspects of Product Management
1.4.1 Product Planning
1.4.2 Product Marketing
1.5 Product Management: Scope
1.6 Marketing Organisation
1.6.1 Characteristics of a Good Marketing Organisation
1.6.2 Types of Marketing Organisation
1.7 Organizational Structure
1.8 Role of Product Manager
1.9 Summary
1.10 Keywords
1.11 Review Questions
1.12 Further Readings
Objectives
After studying this unit, you will be able to:
Learn the Concept of Product
Explain the Concepts related to Product
Discuss the Definition and Scope of Product Management
Understand Marketing Organisation
Illustrate the Types of Marketing Organisation
LOVELY PROFESSIONAL UNIVERSITY 1
Product and Brand Management
Objectives: The focus of this course is on decisions about how a company can build and manage its products so that they are
profitable to the company and at the same time adequately meet target customers' needs and wants. The course aims to
synchronize product and brand management processes.
S. No. Description
1. Introduction to Product & Product Related Concepts: Product Management & Scope
Marketing Organization & Types, Marketing Planning: Components of Marketing Plan
Defining the Competitive Set: Levels of Market Competition, Methods for Determining Competitors
Category Attractiveness Analysis: Aggregate Market Factors, Category Factors, Environmental Analysis
2. Competitor Analysis: Sources of Information, Assessing Competitors’ Current Objectives & Strategies,
Differential Advantage Analysis
Customer Analysis: Purpose, Segmentation Criteria
3. Market Potential & Sales Forecasting, Methods of Estimating Market & Sales Potential
4. Developing Product Strategies, PLC, Product Strategies Over the Life Cycle
Managing New Product Development ,Product Modification, Line Extension & Brand Extension
5. Brands & Brand Management, Branding Challenges & opportunities, Concept of Brand Equity
6. Strategic Brand Management Process: Introduction & Phases
7. Identifying & Establishing Brand Positioning: Building A Strong Brand, Positioning Guidelines
8. Planning & Implementing Brand Marketing Programs: Criteria for Choosing Brand Elements, Options &
tactics for Brand Elements, Use of IMC for Brand Building, Leveraging Secondary Brand Associations to Brand
building
9. Measuring & Interpreting Brand Performance: Developing A Brand Equity Measurement & Management
System, Measuring Sources of Brand Equity & Outcome of Brand Equity
10. Growing & Sustaining Brand Equity: Designing & Implementing Branding Strategies
Managing Brands Over Time
, CONTENTS
Unit 1: Introduction to Product Management 1
Unit 2: Marketing Planning 19
Unit 3: Competitor Analysis 52
Unit 4: Market Potential and Sales Forecasting 79
Unit 5: Developing Product Strategies 98
Unit 6: Extension 115
Unit 7: Brand and Brand Management 146
Unit 8: Brand Equity 162
Unit 9: Strategic Brand Management Process 186
Unit 10: Identifying and Establishing Brand Positioning 196
Unit 11: Planning and Implementing Brand Marketing Programs 220
Unit 12: Measuring and Interpreting Brand Performance 248
Unit 13: Growing and Sustaining Brand Equity 273
Unit 14: Managing Brands over Time 289
,
, Unit 1: Introduction to Product Management
Unit 1: Introduction to Product Management Notes
CONTENTS
Objectives
Introduction
1.1 Product
1.2 Concepts related to Product
1.2.1 Product Development
1.2.2 New Product
1.2.3 Product Life Cycle
1.2.4 Product Upgrade
1.3 Product Management: Meaning
1.4 Aspects of Product Management
1.4.1 Product Planning
1.4.2 Product Marketing
1.5 Product Management: Scope
1.6 Marketing Organisation
1.6.1 Characteristics of a Good Marketing Organisation
1.6.2 Types of Marketing Organisation
1.7 Organizational Structure
1.8 Role of Product Manager
1.9 Summary
1.10 Keywords
1.11 Review Questions
1.12 Further Readings
Objectives
After studying this unit, you will be able to:
Learn the Concept of Product
Explain the Concepts related to Product
Discuss the Definition and Scope of Product Management
Understand Marketing Organisation
Illustrate the Types of Marketing Organisation
LOVELY PROFESSIONAL UNIVERSITY 1
