Applied aspects of the product manager's work

Programme

Planning and organisational issues in the product manager's work

• The product manager in the company structure (role, responsibility)
• Interaction with the organisation's units: main issues
• Functions of the product manager
• The planning system and assessing the product manager's effectiveness
• Plan structure, timing and implementation stages

Marketing analysis: practical methods

• Basic methods of marketing analysis of customers
• Analysing risks and opportunities in the external environment: assessment method and practical results
• Assessing consumer behaviour: assessing and building competitive advantages: Noriaki Kano's Attractive Quality Creation

Workshop:

• case «Assessing the impact of risks and opportunities in the external environment (analysis method)»
• case «Noriaki Kano's method of building competitive advantages»

Competitor analysis methods

• Identifying key competitors: building strategic maps and positioning
• Structure and sources of information on competitors: examples from practice
• SNW analysis in product management practice. Assessing strengths and weaknesses

Workshop: case «Identifying strategic groups of competitors»

Building a competitive product portfolio

• The practice of building an optimal portfolio: main methods (BCG, two-factor ABC analysis, the product-market matrix)
• Assessing price market niches: choosing priorities for development
• Reducing the range. Liquidating dead stock and excess stock
• Changing the range policy: earning profit and calculating financial indicators
• Main stages of the new product development process: production and distribution
• Method for assessing the customer satisfaction index and calculating the financial consequences of losing customers for the company
• Methods of determining product prices
• the PSM method of determining price and price sensitivity
• setting prices for new products

Workshop: the product-market matrix. Case. PSM analysis

Sales strategy and tactics

• Developing the sales plan: the product manager's support of the sales department's work by product group
• Sales forecasting methods; GAP analysis (gap analysis using the Ansoff matrix)
• Assessing the attractiveness of industry and regional markets, choosing attractive market niches: an original method
• Monitoring indicators of distribution, turnover and product budget execution

Workshop: case «Calculating the sales funnel. Method for assessing the attractiveness of industry and regional markets»

The practice of working with suppliers

• Schemes of interaction with suppliers: requirements for the supplier and the product
• Selecting suppliers and assessing their work
• Retailers: coordinating work, problems and their solutions

Product promotion strategy

• Building the promotion plan: planning technology
• Choosing the main promotion channels: for the B2B and B2C markets, for services
• Control algorithm and formulas for evaluating effectiveness
• The practice of forming the promotion budget, calculating return on investment
• The ROMI effectiveness assessment method: calculation examples

Workshop: technology for choosing promotion tools, evaluating the effectiveness of promotions, calculating ROMI