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Title      : MB116B Product and Brand Management
Subject      : Product and Brand Management
copyright © 2018   : Karnataka State Open University
Author      : KSOU
Publisher      : Karnataka State Open University
Chapters/Pages      : 18/294
Total Price      : Rs.      : 202
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Introduction to Product Management Total views (562)  
Product management is a well-understood role in virtually every industry. In the last ten years, the product management role has expanded its influence in technology companies also. It looks at the needs of the entire business and the entire market. It is "messenger of the market," delivering market and product information to the departments that needs facts to make decisions.
Pages: 26
Price: Rs 0   
Product Management- The Changing Dimension Total views (548)  
Product management as a discipline is about what the product should be. Product managers are advocates for the customer's needs and desires. A large company might have numerous product managers working towards its success at a variety of levels, all the way from the junior product manager writing specifications about single feature sets to a product strategy director who has overall responsibility ......
Pages: 24
Price: Rs 18   
Product and Growth Strategies Total views (548)  
A product in any tangible or intangibles offering that might satisfy the needs or aspirations of a consumer. Depending upon its tangibility and intangibility, products are typically classified as durable, consumable or service goods. All the goods are not purchase with through planning. Many items are purchase at that moment of time.
Pages: 26
Price: Rs 19.5   
Managing Line Extension and Indian Market Total views (548)  
The words Product mix and product line are used a lot within product management in addition to the terms 'depth' and 'width' of the product mix (or product assortment). Basically, the product line is a group of closely related product items. The width of the product mix denotes the number of product lines carried. The depth of the mix denotes the range of items within each line and is calculated b ......
Pages: 25
Price: Rs 18.75   
Assessing New Competition and Strategic Response Total views (544)  
The Indian Market is gone through a period of upheavals. The wind of liberalization or opening up of the market have brought about changes that would have been unimaginable a decade ago. As barriers come down new player from both form India as well as abroad are entering in different products.
Pages: 24
Price: Rs 18   
Category Attractive Analysis Total views (543)  
Many firms make use of product portfolio approvals of Boston Consulting Group(BCG) or two dimensional strategic grid consisting of market attractiveness and business position, to investigate whether it needs to continue its investment in the existing of new products.
Pages: 11
Price: Rs 8.25   
Competitor Analysis Total views (543)  
Competitors analysis has received more attention in recent years. If there is a slow growth in the market, the growth should come from competitors. With shorter product life cycles, product managers must recoup investments in a shorter period of time, which may result in judgmental errors.
Pages: 11
Price: Rs 8.25   
Customer Analysis Total views (545)  
The significance of customer in any business needs no emphasis. Customer is the king ( or queen). It is said that automobile manufacturers, even after spending huge money on market research, they missed the female market; and as is known now, women are both influencers and decision makers in automobile purchases. "Customer is queen indeed", here!
Pages: 13
Price: Rs 9.75   
Market Potential and Sales Forecasting Total views (547)  
Marketing managers make use of sales forecasts methods very widely. An important part of forecasting is the specification of certain key assumptions. Many a times managers make assumptions about factors, which are not under their control. Following definitions will help in understanding the concept of forecasting.
Pages: 13
Price: Rs 9.75   
Branding Total views (534)  
The word 'brand' has its origin in Norwegian Word 'brandr' which means to burn. Farmers used to put a burn mark on their domestic animals as an identification mark. In product management perspective, branding refers to the process and practice of distinguishing the offerings (Products) from one marketer to the other. There is a popular saying in marketing "Products are what companies make, but cus ......
Pages: 17
Price: Rs 12.75   
Brand Image Total views (534)  
In a world where there are innumerable products which are identical, consumer preference is received through brand image. Most of the consumer non durable products are sold on the basis of their brand images. Example soap, tooth paste etc.
Pages: 11
Price: Rs 8.25   
Brand Identity and Brand Personality Total views (531)  
An individual has values, set of traits, manners etc; so also a brand. Brands like individuals have identity. The brand managers create brand identity through the creation of brand associations. Brand identity creates bond between the customer and the brand. Brand identity starts with the product; has an association with the organization of its origin; has a personality and has a symbol also Brand ......
Pages: 15
Price: Rs 11.25   
Brand Positioning Total views (530)  
As a consumer, if you are asked to name the brand of Tooth Paste you like (or use) you will come out with one (or two) brand names; If you are asked to name the brand of shampoo you may tell the name two or three brands. As a consumer you are also aware that there are atleast another 10 to 15 brands of Tooth paste or shampoos.
Pages: 16
Price: Rs 12   
Brand Equity Total views (530)  
It was reported that a spokes person of Philip Morris company which owns Marlboro brand said "I would sell my fixed assets at $ 30 million but I would not sell Marlboro name for $ 300 million. The notion that brand name has a direct financial worth has given rise to the concept of brand equity.
Pages: 14
Price: Rs 10.5   
Managing Brand Image Total views (550)  
Consumers buy the product to obtain functional, psychological and aspiration values. The product image is the summation of all the information the consumer has about the product, and the significant impressions he has formed about the product. The physical attributes and characteristics are obvious for the senses.
Pages: 12
Price: Rs 9   
Branding Strategy Decisions Total views (546)  
Many of the firms sell different brands and different products. i.e., they are multibrand and multiproduct. For example, HLL manufacturers soaps, detergents and sells several soap brands like Lux, Lifebuoy, etc. and also sells detergent brands like Surf, Rin.
Pages: 12
Price: Rs 9   
Brand Valuation Total views (546)  
A brand is considered as an asset like the building and machinery, though it is not tangible. It does not become an asset as soon as it is born, but needs to be built up over a period of time. The excess of brand building leads to brand equity. According to Aaker brand equity is a set of assets associated with a brand which add to the value of the product / service, to the customer.
Pages: 11
Price: Rs 8.25   
Packaging and Labelling Total views (547)  
Packaging involves designing and producing containers or wrappers for a products. It performs the functions of protection; appealing and also offers convenience to the end user. Packaging is an important marketing tool. Packaging is a sales promotion tool also, Packaging is used for positioning the product also. This is achieved the choice of size, shape, type, colour and design of packaging. Econ ......
Pages: 13
Price: Rs 9.75   

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