Product Management - B2C, An Introduction to

Course Overview

This workshop provides an overview of the principles of product and brand management as applied to B2C (business to consumer) goods and services markets using a combination of presentations, discussions, exercises and market specific examples. Participation will be an important feature of the day and delegates will be encouraged to relate key concepts to your own situation.

Audience

B2C product and brand managers, managers of product and brand managers or other executives introducing product or brand management as a discipline into their companies who have little formal knowledge of the subject. It is particularly appropriate for recently appointed product or brand managers or those who wish to refresh their skills.

Skills Gained

• Increased capability to maximise the performance of individual brands, products and products lines/groups
• A more systematic method for managing products and brands
• A clearer definition of the product and brand management role and tasks
• Increased sensitivity to internal and external factors likely to affect product and brand performance
• Practical techniques for implementing product and brand management
• More motivated product/brand managers

You will benefit by exploring the range of roles carried out by product and brand managers and understanding the techniques and tools you can use to improve performance. You will be able to adopt a proactive approach to product/brand management and so increase your value to your employer.

Course Outline

• Define your role and responsibilities in your organisation
• Understand the similarities and differences between product, brand and category management
• Conduct a customer and competitive analysis
• Identify your key information needs and sources
• Understand and contribute to the product development process
• Identify the critical issues in developing a new product launch plan
• Evaluate your product/brand range and suggest alternatives for performance improvement
• Develop appropriate product strategies based on an analysis of the lifecycles of your products/brands
• Understand the key elements and stages in building a product or brand plan
• Integrate appropriate pricing, place and promotional factors into a product or brand plan

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