tailieunhanh - 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. | 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 amp Product Related Concepts Product Management amp Scope Marketing Organization amp 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 amp Strategies Differential Advantage Analysis Customer Analysis Purpose Segmentation Criteria 3. Market Potential amp Sales Forecasting Methods of Estimating Market amp Sales Potential 4. Developing Product Strategies PLC Product Strategies Over the Life Cycle Managing New Product Development Product Modification Line Extension amp Brand Extension 5. Brands amp Brand Management Branding Challenges amp opportunities Concept of Brand Equity 6. Strategic Brand Management Process Introduction amp Phases 7. Identifying amp Establishing Brand Positioning Building A Strong Brand Positioning Guidelines 8. Planning amp Implementing Brand Marketing Programs Criteria for Choosing Brand Elements Options amp tactics for Brand Elements Use of IMC for Brand Building Leveraging Secondary Brand Associations to Brand building 9. Measuring amp Interpreting Brand Performance Developing A Brand Equity Measurement amp Management System Measuring Sources of Brand Equity amp Outcome of Brand Equity 10. Growing