M-310

PRODUCT & BRAND MANAGEMENT

Course/Paper : 310                                                                                 Max.Marks : 70

 

MBA  Optional(B)                                                                                   Time : 3 Hrs.

 

Objectives: To help the students appreciate the relationship between Corporate Strategy and Product and Brand Management. To equip the students with the various dimensions of product management such as product-line decisions, product platform and product life cycle. To provide a framework to understand the new product development process, the organizational structures for new product development and product management functions within an organization To explore the various issues related to Brand Management and to enhance the understanding and appreciation of this important intangible strategic asset including brand associations, brand identity, brand architecture, leveraging brand assets, brand portfolio management etc.

 

Section A
 

Introduction to Product Management and market management :What is Product & Product Service Continuum, Individual Product Decisions, Product attributes, Product and product Lives, Special issues in Product Management - Product Life cycle & Strategy, Product Differentiation, New Product development. Orientation in the product & market management- FMCG companies, companies catering to industrial markets.

 

Understanding product manager’s role and nature of markets  product-market-profit- coordination-forecasting-planning at corporate-divisional and product levels-the product manager’s role in organization, new product development, training field force, financial analysis, legal aspects and understanding competitive strategies for decision making.

 

ntroduction to Brand Management and Crafting of Brand Elements .  Consumer Bran Knowledge.  Brand Identity, Personality and Brand Associations.  Managing Brand Architecture and Brand Portfolios. Corporate Branding and Tools for Building Brand Equity.  Leveraging Brand Equity. Measurement of Brand Equity.

 

Brand as a ConceptValue & Significance of Brand, Brand Name, Symbol & Slogan, Brand Strategic Decision, Line Expensing & Brand Extension

 

Promotion; Concept of Brand Equity & Association - Brand Loyalty; Awareness, Creating and Managing Brand Equity, Selecting, Creating and Maintain Associate.
 

Section B
 

Case and Problems