The 11 Disciplines of Product Management

Objectives: Participants will:

• Identify the strengths and gaps in management of a product

• Create a plan for product management

• Develop a foundation for in-depth practice of each of the 11 product management disciplines

Who should attend: Employees who manage or expect to manage products or services, people who work with or hire product managers, strategic planners, marketing and advertising executives

Duration: Full day of interactive lecture and short video cases

Topics: An overview of each of the 11 disciplines of product management:

1. Market segmentation: Identify the most lucrative buyers with existing geo-demographic, psychographic and product usage data

2. Target market: Select the buyer group(s) most likely to choose a particular brand

3. Buyer behavior: Examine how people select, purchase and the brands in a category

4. Strategic dimensioning: Develop a map of the characteristics of each brand in a category and profile the leading brands

5. Product parity: Identify the features necessary for market entry and share maintenance

6. Positioning: Use benefit analysis to find gaps in the market structure

7. Competitive advantage: Determine the one benefit that stimulates purchase of the brand and maintenance of relationships

8. Pricing: Use the perceived price/value ratio to maximize profit

9. Customer communication: Create efficient and meaningful contact

10. Life cycle: Identify where the brand is in its life cycle and consequent implications for management

11. The future: Monitor the interaction of all disciplines over time to maximize brand sales, share and profit