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Product Management  
Published by Vijay Nicole Imprints Private Limited
Publication Date:  Available in all formats
ISBN: 9789393161505

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ISBN: 9788182094307   Price: INR 595.00   

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Table of contents

Biographical note

This book is designed as a core textbook for students specialising in marketing and as a reference for marketing professionals. The book builds on the success of its earlier editions and continues to have well-developed frameworks, statistical validation and practical application.

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Description

This book is designed as a core textbook for students specialising in marketing and as a reference for marketing professionals. The book builds on the success of its earlier editions and continues to have well-developed frameworks, statistical validation and practical application.

Table of contents
  • Cover
  • Title Page
  • Copyright Page
  • CONTENTS
  • PREFACE
  • CHAPTER 1 INTRODUCTION TO PRODUCT MANAGEMENT
    • Objectives
    • Product Components
    • Product Classification
      • Non-Durable Goods
      • Durable Goods
      • Semi-durable Goods
      • Services
      • Consumer Product and Business-to-Business Product
      • Classification of Industrial Goods
      • Major Equipment
      • Minor or Accessory Equipment
      • Operating Supplies
      • Raw Materials
    • An Introduction to Product Management
    • Overview of this Book
    • Review Questions
    • References
  • CHAPTER 2 CLASSIFICATION OF NEW PRODUCTS
    • Objectives
    • Introduction
    • Classification of New Products
      • Based on the Level of Innovativeness of the Products
      • Based on Booz, Allen and Hamilton Framework
      • Opportunity-Product Matrix Based on Opportunities
      • Based on Recent Launches
      • Based on the State of Purchaser’s Need
      • Based with Regard to the Corporate Strategy
      • Based on Service Development
    • New Product Strategy
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 3 NEW PRODUCTS’ SUCCESS AND FAILURE
    • Objectives
    • Introduction
    • Definition of Success
    • Definition of Failure
    • The Latent Factors Behind the Marketing Success of New Products
      • Factors Influencing Success—J.S. Panwar
      • Factors Influencing Success—Robert G. Cooper and Elko J. Schmidt
      • Factors Influencing Success—Cooper
      • Factors Influencing Success—Madique vvand Zirger
      • Factors Influencing Success—Some More Studies
    • Measuring Success of New Products
    • Failure of New Products
      • Factors Influencing Failure
      • Factors Influencing Failures—Cooper’s Approach
    • Preventing New Product Failure
    • To Stimulate New Product Development
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 4 NEW PRODUCT DEVELOPMENT PROCESS
    • Objectives
    • Introduction
    • An Innovation Culture Driven New Product Development At 3
      • Introduction
      • Innovation Culture of 3M
      • 3M Encourages Risk-taking and Persistence
      • 3M Scientists Share Ideas and Practices on a Global Scale
      • 3M Rewards Employees Who Drive Innovation Forward
      • 3M Measures Accountability for Investments
      • 3M Develops Products Tied to unmet — and often Unarticulated — Customer and Consumer Needs
    • Model I — The Cyclical Approach
    • Model II —New Product Process Management Model
    • Model III—Product Strategy of the Organization
    • Model IV—The Five-step Process4
    • MODEL V—THE NEW NPD GAME5
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 5 CONCEPT DEVELOPMENT AND STATISTICAL TOOLS USED
    • Objectives
    • Introduction
    • Common Sources for Product Ideas
    • Concept Development Methods
      • Unstructured Creative Mechanisms
      • Structured Creative Process
      • High Structured Creative Techniques
    • OLA Cabs Changing the Concept of City Community
      • Company Vision for OLA Cabs
    • Introduction
      • Indian Cab Industry: An Overview
      • OLA Product Lines
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 6 IDEA SCREENING
    • Objectives
    • Introduction
    • Drop Error and Go Error
    • Idea Screening Approaches
      • Rich-man’s Product Rating Method
      • Product Innovation Charter3
      • The Profile Sheet4
      • Factor Listing
      • Desirability Index6
      • Analytical Hierarchy Process Technique6
      • Breakdown Analysis
      • Sample Market-technology Criteria Approach
      • Idea Screening Criteria Approach8
      • Screening Based on Consumer Benefits
      • Screening Product Ideas: An Example
    • Important Issues to be Considered for Screening Product Ideas
    • Innovative Ideas Changing Tomorrow
      • The Rolling Arcade
      • The Anti-Slouch Screen
      • Sleep Mining
      • Disinfectant Bath Room
      • A New Firefighter
      • Green Packaging: Reduce, Reuse and Masticate
      • The Constant Gardener
      • The Mind-reading Shooping Cart
      • Roller Coaster With Wings
      • Anti-Theft Handlebars in Motorbikes
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 7 CONCEPT TESTING
    • Objectives
    • Introduction
    • Definition
    • Methodology of Data Collection for Concept Testing
    • Data Analysis Techniques for Concept Testing
      • Buying Intention Score
      • Quadrant Analysis
      • Perceptual Mapping
      • Joint Space Analysis
      • Discriminant Analysis
      • Correspondence Analysis
      • Conjoint Analysis
    • Concept Screening
      • Weighted Scoring Method
      • Concept Screening Matrix
    • A Word of Caution
    • Vespa: Colorful and Successful concept-A Correspondence analysis approach
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 8 TEST MARKETING
    • Objectives
    • Introduction
      • Significance of Test Marketing
    • Application of test marketing—What To Look For?
    • Pros and Cons of Test Marketing
    • Factors to be Considered for Successful Test Marketing
    • Test Marketing Approaches
      • Sampling for Replication
      • Experimentation
      • Behavioral Model Based Analysis
    • Types of Test Marketing Procedures
      • Standard Test Markets
      • Controlled Test Markets
      • Simulated Test Market
      • Pseudo Sale
      • Full Sale
    • Statistical Models for Analyzing Test Market Data
      • Data Projection Method
    • Test Marketing Asha Horlicks: For Rural India Consumers
      • Test Marketing of Asha Horlicks
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 9 PRODUCT LAUNCH AND COMMERCIALIZATION
    • Objectives
    • Introduction
    • The Product Launch Cycle
      • Prelaunch Stage
      • Announcement Stage
      • Beachhead Stage
      • Early Growth Stage
    • The Launch Mix
      • Factors to be Considered Product Launch
    • The Product Launch Process/Plan
    • Product Launch Mistakes
    • Criteria for Successful Product Launch
      • Objectives and Measures
      • Sales Force Involvement in Launch
      • Knowledge Transfer/Training and Support to Sales Force
      • Launch Control Plan
    • Commercialization
    • 3 Idiots: Successful Movie Marketing: Product Launch and Commercialization
    • Financial Analysis for Product Management
      • Post-Launch Control and Tracking
    • Review Questions
    • Application Exercises
  • CHAPTER 10 DIFFUSION OF INNOVATION AND ADOPTION PROCESS
    • Objectives
    • Introduction
    • Adoption Process
    • Time of Adoption
    • Characteristics of Adopters
    • Product Characteristics Affecting Adoption Rate
    • Diffusion of Innovation
      • Innovation
      • Communication
      • Social System
      • Time
    • Competitor Analysis
    • Kindle and Smart Watches: Stories Of Diffusion Of Innovation
    • Diffusion of Innovation in Smart Watches
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 11 PRODUCT LIFE CYCLE
    • Objectives
    • Introduction
    • Basics of PLC
    • Types of PLCs
    • Identification of Stages in a PLC
      • Box–Jenkins Method
      • 3 Sigma Method of Tracing the Product Life Cycle and Stage Identification
    • Desktop Computers & Landline Telephones: Are they in the Decline Stage?
      • Desktop Computers
      • Landline Telephones
    • Review Questions
    • Application Exercises
    • References
  • CHAPTER 12 PRODUCT MIX
    • Objectives
    • Introduction
    • Width, Length, Depth and Consistency of Product Mix
    • Product Line Decisions
      • Product Line Decisions Based on Customization
      • Rule Based Process for Product Line Decisions
      • Linear Programming for Product Line Decisions
      • Product Mix Decisions Based on Capacity Utilization
    • Product Mix Strategies
      • Limited and Full Line Strategy
      • Line Stretching Strategy
      • Line and Brand Extension Strategies
      • Repositioning Strategy
      • Product Pruning Strategy, Product Continuation Strategy, Product Milking Strategy, and Product Concentration Strategy
      • Line Modernization
      • Line Featuring
      • Product Line Retrenchment
    • Review Questions
    • Application Exercises
    • Reference
  • CHAPTER 13 THE FUTURE OF NEW PRODUCT MANAGEMENT
    • Objectives
    • R&D is Now Research, Innovation and Development (RID)
    • Innovative and Trending Areas of Product Management
      • Theory of Inventive Problem Solving (TRIZ) Method
      • Concurrent Engineering
      • Design Thinking Concept
    • Changing Role of Product Management
    • Review Questions
    • Application Exercises
    • References
  • INDEX
Biographical note

Dr C Anandan (Late) was Director, Sardar Vallabhai Patel Institute of Textile Management. Coimbatore. Prior to this he was Assistant Professor,National Institute of Technology, Trichy. He has over 12 years of teaching experience and has published numerous research papers and articles.

Dr. M. Prasanna Mohan Raj, Assistant Professor of Marketing and Branding at Alliance School of Business, Alliance University, Bangalore, has professional experience of 13 years in both industry and academia. He worked in the area of Brand Development in The New Indian Express. He worked in Research & Analytics and developed Whitepapers/case studies at Hexaware Technologies. His main field of interest is converging on Product and Branding Research and Marketing Models. He pursued his doctoral work from the prestigious National Institute of Technology (NIT), Trichy. He has published more than 25 research articles in scholarly research journals. He is on the editorial board of some of the leading journals.

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