Ebook Product and Brand Management: Part 1

Ebook Product and Brand Management: Part 1 presents the following content: Introduction to Product Management; Marketing Planning; Competitor Analysis; Market Potential and Sales Forecasting; Developing Product Strategies;...Please refer to the documentation for more details.
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Ebook Product and Brand Management: Part 1 Edited by: Ashwani Panesar Product and Brand Management Edited By Ashwani Panesar Printed by EXCEL BOOKS PRIVATE LIMITED A-45, Naraina, Phase-I, New Delhi-110028 for Lovely Professional University Phagwara 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 CONTENT Unit 1: Introduction to Product Management 1 Ashwani Panesar, Lovely Professional University Unit 2: Marketing Planning 19 Ashwani Panesar, Lovely Professional University Unit 3: Competitor Analysis 52 Ashwani Panesar, Lovely Professional University Unit 4: Market Potential and Sales Forecasting 79 Ashwani Panesar, Lovely Professional University Unit 5: Developing Product Strategies 98 Ashwani Panesar, Lovely Professional University Unit 6: Extension 115 Hitesh Jhanji, Lovely Professional University Unit 7: Brand and Brand Management 146 Hitesh Jhanji, Lovely Professional University Unit 8; Brand Equity 162 Hitesh Jhanji, Lovely Professional University Unit 9: Strategic Brand Management Process 186 Hitesh Jhanji, Lovely Professional University Unit 10: Identifying and Establishing Brand Positioning 196 Hitesh Jhanji, Lovely Professional University Unit 11: Planning and Implementing Brand Marketing Programs 220 Pavitar Parkash Singh, Lovely Professional University Unit 12: Measuring and Interpreting Brand Performance 248 Pavitar Parkash Singh, Lovely Professional University Unit 13: Growing and Sustaining Brand Equity 273 Pavitar Parkash Singh, Lovely Professional University Unit 14: Managing Brands over Time 289 Pavitar Parkash Singh, Lovely Professional University Ashwani Panesar, Lovely Professional University 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 a ...