Discipline with T&C

• Hand phone’s – Silent mode

• Time Discipline – Be on time, I will also
– In case late inform me on 9819006277
• Individual discussion
– Smiling, Extra socializing etc. etc. prohibited
• Teaching
– Best of sources with commitment
– Case studies: solution is must group or individual
– Assignments:
• Short dead lines,
• All lecture notes and cases will be part of examination
• I LOVE SURPRISES
• CR: batch e-mail and individual email id’s
INTRODUCTION
TO PRODUCT
MANAGEMENT
 Key

 Product Basics
 Product Manager’s Jobs to be done (JTBD)
 Market Analysis
 Principles of Product Policy
 Skin Care Industry In India
 Innovation and product
 Innovations@360 degree
 Indian Examples 2008-09
 Case Study
 Read out
 Articles
 California Management Review
 Harvard Business School
 MIT Sloan Management Review
 Ivey School Of Business
Product Basics
 What is a Product?

A product is anything that can be

offered to a market (in one form or
another) for consumption and that
satisfies a need
 What is a Product?

A product is anything that can be

offered to a market (in one form or
another) for consumption and that
satisfies a need
 Product may be

Physical Good: Cereal, Tennis racquet or automobile

Service: an airline, bank, or insurance company

Retail Store: Dept. store, Specialty store or super market

Does it satisfies a need?
Person: Political figure, entertainer, or an athlete

Organization: NPO, trade organisation, or arts group

Place: City, State or country

Idea: Social Cause

 Classification of Product around
number of dimensions
• The nature of customers’ buying behavior:
– Convenience Goods:
• Purchased without deliberation, widely available
• Fast food, confectionery
– Shopping Goods: Involves more planning and some comparison
• Tv, radio, foot wear, clothing items
– Specialty Goods:
• relatively inelastic demand,
• no comparison shopping and are available in selected outlets
• Antiques, Wedding dresses
• The level of involvement in the purchase process
– High and Low
• The type of benefits
– Functional or utilitarian: logical & rational advantage
– Emotional: ego-expressive need
The total Product (The Offering)

1. It serves a direct, primary

need
2. Core is what consumers
actually buy
Augmented
Core
Product
Product

1. Offers additional benefits

2. Core is what consumers
actually buy
 1. Juice packed
Core bottle with colored
Product label
2. Quench Thirst

Augmented
Product

1. A sense they are

treating themselves to
something special
2. Offbeat lifestyle
 1. Juice packed bottle with
colored label
2. Quench Thirst

Core
Product

Augmented Brands are

names,Brand
symbols
Product
association
to make
enhance
productthe
core product
differentiation
concrete

Intangibles and brands relatively hard to copy by

competitors because of relatively high cost
 1. Customer service
Augmented 2. Installations
Product 3. Repair and
delivery services,
4. warranties
5. credit
possibilities

1. A sense they are treating

themselves to something
special
2. Offbeat lifestyle
Scenario Changes
with Taste i.e.
More benefit in
single product
Products today offer Multiple Core and
Augment options
 Jagdeep Kapoor
Managing Director
Samsika Market Consulting-Mumbai

He feels that product convergence or offering

dual or multiple benefits works on the ACE
plank:
Acceptability, Convenience and Economy.
"Companies want to offer the best of the
products in a compact manner which is
convenient in terms of usage and time and is
also economical."
Product Managers

JTBD
Market Analysis
 Product-brand Management needs a strong Market Analysis?

1. How large is the market for product in question? Is it growing or

Shrinking? Why?
2. What are the major forces influencing demand for this product?
3. Can the market usefully be segmented, and, if so, along what
dimensions?
4. At what stage in the product life cycle is this market? Are we
dealing with an new product category or a mature and well-
established one?
5. Is demand consistent over time and does it fluctuate sharply in
response to temporal or cyclical factors?
6. Who are the competitors serving this market and what are their
market shares? How and why have these shares been changing
over time?
7. What are the demographic characteristics of customers and
potential customers in this market?
8. Are there any major customer needs or wants which are not
currently being satisfied?
My Role as a PM
 360
Degree
 i nn-ovation
Scope & 12 Dimensions of Business Innovation
The Scope of Business Innovation

“Creation of
substantial new value
for customers and
the firm by creatively
changing one or
more dimensions of
the business system”
 “Twenty years ago the
challenge was quality.
Ten years ago the
challenge was re-
engineering.
Now the challenge is
strategy innovation,’’

Sir Gary Hamel

The world’s most profound
business thinker
    “Innovation is not
getting a few people to
worry about product
extensions. It is letting
people really imagine the
future of the company
and it will ultimately
change the way you
make strategy,”
Sir Gary Hamel
The world’s most profound
business thinker
 BUSINESS
INNOVATION
RADAR
OFFERINGS (WHAT)
Innovative New Product

The
points of
presence PRESENCE Underserved
CUSTOMERS (WHO)
Customers,
it uses to (WHERE) Their un met
take its
offerings needs
to market

PROCESSE (HOW)
Re-designed core operating processes
 ‘Power of commonality’
Network-
Leveraging
Integrated
Automobiles &
brand into new OFFERINGS (WHAT)
centric
offeringsMovies
Animated for solving
intelligentdomains
and Innovative New Product

integrated Platform end-to-end customer

Brands problems
offerings
Solutions
Networking
The
points of
presence PRESENCE CUSTOMERS (WHO)
Underserved
Customers,
it uses to (WHERE) Their un met
take its
offerings needs
to market
Supply Chain Customers experience
A different Redesigned
way for Organization Value capture interactions through
sourcing and all touch how
points
New form, Redefining
fulfillment PROCESSE (HOW)
function, or Re-designed core operating processes
company gets paid /
activity scope innovative revenue
of the firm streams
BUSINESS INNOVATION RADAR
 Le BUSINESS INNOVATION ty’
al i
ver
a RADAR o m mon ovie
s
c M
ne ging r of a ted
w e m
do bran ‘Pow & An i
ma d OFFERINGS (WHAT) s
ins int
m o bile
o o
Innovative New Product Aut o ff er ings for
te d er
Network-centric Integra to-end custom
d-
Platform s o lving en s
intelligent and Brands problem
integrated offerings
Solutions
Networking
The
points of
presence PRESENCE CUSTOMERS (WHO)
Underserved
Customers,
it uses to (WHERE) Their un met
take its
offerings needs
to market
Supply Chain Customers experience
t way for Redesigned interactions
A differen d
sourcing an through all touch points
fulfillment Organization Value capture
Redefining
how compan
c t io n, PROCESSE (HOW) paid / innov y gets
rm , fun pe of ative reven
ue
fo co Re-designed core operating processes streams
New tivity s
c m
or a the fir
Some Examples
 SERVICE Product…
Today everybody is in Service…for survival
 SERVICES

Hamare Zamane mein Nayee Zamane mein

• Banks • Pet nurseries
• Insurance • Job Portals
• Hotels • Matrimony
• Travel agencies • Contest2win.com
• E-ticketing/Boarding pass
• Airlines
• Pay Tax online
• Education • Event Management
• Hairdresser • Channels – 150+
• Doctor • Financial Services
• Plumber • Online education
• Architect • Home delivery
• Grooming
• Consultant
• Outsourcing, BPO, Knowledge
• Stockbroker management
• Vaastu
 Harvard Business School Case

Novel Snacks…Concept to launch

 Product History

Pringles was launched in October 1968. The name came about in the late
1960s, when the brand made a list of street names from a Cincinnati
phone book that began with "P." Pringle Avenue in Finneytown was
available for trademark, and its sound appealed to the brand.

The first Pringles were packaged in a tall, cylindrical metal can with a red
wrapper. National expansion was in May 1975. Many different flavors and
varieties came and went in the 1970s and 1980s, but the most significant
breakthrough occurred in September 1996 with the launch of Fat Free
Pringles, with P&G's olestra fat substitute.

Pringles is available in Regular, Reduced Fat and Fat Free varieties in several
flavors.
 CONNECT AND DEVELOP

> The team Brainstormed about ways to make snacks more novel and fun
> Someone suggested that we print POP CULTURE IMAGES ON PRINGLES.
> Creating edible dyes and printing itself was a project
> A technology brief was prepared and was circulated throughout their global
networks of individuals and institutions to discover if anyone in the world
had a readymade solution

> A small bakery in Bolonga, run by a UNIVERSITY PROFESSOR, invented

an inkjet method for printing edible images on cakes and cookies.
> The North – America pringles business achieved double-digit growth in next
two years
P&G launched a new line of pringles potato crisps in
2004 with pictures and words – trivia questions,
animal facts, jokes – printed on each crisps
Inside Procter & Gamble’s
new Model for innovation

By Applying
fundamentally new
approach to
innovation, they were
able to accelerate
PRINGLES Prints from
concept to launch in
less than a year and at
a fraction of what it
would have otherwise
cost.
Product Based Innovation
PRODUCT BASED INNOVATION
PRODUCT BASED INNOVATION

The Technology
Freeplay Energy was established to pioneer human generated
electrical energy..
From its origins as a simple concept to the creation of real products
that benefit people worldwide, our Self Sufficient Energy system truly
empowers users by enabling human mechanical effort to be
stored and then delivered as electricity, upon demand and in
controllable amounts.

Today Freeplay Energy is the only company worldwide that focuses

on developing and marketing this permanently renewable,
ecologically sound power technology. We have created
applications where Self Sufficient Energy is integral to the device
itself -- Freeplay radios and flashlights are perfect examples -- or
it can be a stand-alone unit that powers several devices.
Telephones, transceivers, navigating aids, computers, medical and
military equipment are all suitable for self-powered adaptation.
PRODUCT BASED INNOVATION
the first wind-up radio was produced in February 1996
 SENTINEL

PRODUCT BASED INNOVATION

FREEPLAY SHERPA
PRODUCT BASED INNOVATION

Mobile Energy for Mobile Phones

Truly mobile power for mobile
phones - for the first time ever. The
FreeCharge is a fully-functional
energy source for mobile phones,
incorporating a winding handle that
THE FREECHARGE powers your phone anywhere,
anytime. This breakthrough product
puts an end to the dead mobile
phone.
 In the field...Madagascar

PRODUCT BASED INNOVATION

NEED BASED INNOVATIONS…

In The Classroom...South Africa

 Financial advice with Dabba

• 5000 Dabba wallas

• 500,000 office goers
– Decision makers
• Children’s Career Plan
• By UTI AMC

Fruitful Approach
Hariram nai ab Online bhi

• online media buyers

to search the sites on
which their
competitors are
running their online
advertising
campaigns.

High Visibility
For the people, by the people

• new refrigerator model: that it can maintain

frozen ice for 17 hours (without electricity)
• Cooling retention of 1500 minutes

Thanda
matlab
fusion
 Jodi No. 1

• Award winning Innovation

• 70,000 picture kiosks at retail locations
worldwide
• Customized Pictures
• BT, CD, MC
• Rs. 18-20-

CSP
 Aakash Vaani

• Clutter breaking Innovation

• LOGO Billboard
• 1.2 Lakh for 1st 25 Hours
• Str. took 60 days to create
• TG reach 4-5 lakh
High Visibility
 Copy & Paste

• Never Before innovation

• Visible from One Kilometer
• Str. took 60 days to create
• 10 days to install

VODAFONE HILL SIGN

 Ghar aayee Lakshmi

• Mobile ATM VANS

• ICICI – Pioneer in
innovating cash on wheels

ATM On Wheels
Thank you and discussion