Product Description
Product Management (2nd edition) (WebPDF)
Author: C Bothma
Format: Digital
In today’s competitive retail environment, where new products are being introduced daily, how do you attract customer attention to your new product, and how do you manage its success? Product Management 2e provides, in a very readable way, guidelines for designing customer-centric products that fit the exact needs of an individual customer, and how to manage these products.
It recognises that a product manager needs to maximise the value of a product, oversee all aspects of a product line in order to deliver superior customer satisfaction, and coordinate production with an understanding of the market’s and the customers’ needs, while simultaneously providing a long-term competitive advantage for the company.
This book focuses on:
product management in a South African context
the critical factors that enable better product performance in the marketplace
competitive product targeting and positioning
product management strategies and metrics.
Contents:
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Chapter 1 The product in a marketing context
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1.1 Introduction
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1.2 Pre-historic times until the current era
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1.3 The product and marketing
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1.4 Defining a product
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1.5 The product concept
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1.6 Classifying products
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1.7 Product lines and product mixes
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1.8 Product management
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1.9 Framework for this book
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1.10 Summary
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Case Study: Distell
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Chapter 2 Product gap analysis, differentiation and positioning
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2.1 Introduction
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2.2 The need for market segmentation
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2.3 Product gap and customer analysis
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2.4 Segmentation and segmenting markets according to product
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2.5 Targeting specific segments with products
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2.6 Product positioning
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2.7 Differentiation
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2.8 Summary
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Case Study: CERadvance Engineering Ceramics
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Chapter 3 Product innovation and new product development
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3.1 Introduction
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3.2 Innovation
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3.3 Product innovation
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3.4 New product ideas
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3.5 Product development process
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3.6 Ethical issues in new product development
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3.7 Patenting products
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3.8 Summary
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Case Study: Innovative Glass Design
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Chapter 4 Product failure, obsolescence and servicing
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4.1 Introduction
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4.2 Product failure
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4.3 Why products fail
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4.4 Controlling and managing product failure
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4.5 Product obsolescence
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4.6 Customer support
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4.7 Summary
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Chapter 5 Product packaging and labelling
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5.1 Introduction
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5.2 Defining packaging in terms of its functions today
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5.3 Impact of social trends on packaging
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5.4 The basic types of packaging
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5.5 Package design requirements
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5.6 Redesigned consumer packaing
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5.7 Packaging and branding
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5.8 Labelling
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5.9 Packaging and trademarks
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5.10 Summary
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Case Study: Litter—the negative consequence of product packaging
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Chapter 6 The product lifecycle
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6.1 Introduction
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6.2 Defining the PLC
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6.3 Key considerations about the PLC
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6.4 The stages in the PLC
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6.5 Additional PLC patterns
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6.6 Consumer product adoption and the diffusion process
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6.7 The PLC and strategy
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6.8 Summary
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Case Study: Special editions keep Citi ahead
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Chapter 7 Product branding decisions
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7.1 Introduction
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7.2 What is branding?
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7.3 Definition of a brand
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7.4 Advantages of brands
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7.5 The brand loyalty phases
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7.6 Building a strong brand—the Keller Brand Pyramid
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7.7 Types of brands
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7.8 The branding process
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7.9 Keller’s brand report card
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7.10 Brand equity
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7.11 Summary
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Case Study: Checkers launches healthy kids’ meals developed by
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famous chef Gordon Ramsay and his daughter
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Chapter 8 Product strategy and management
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8.1 Introduction
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8.2 Strategy and management
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8.3 Product strategy
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8.4 Product management
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8.5 Product metrics
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8.6 Summary
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Case Study: Car periphery supervision
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Index
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