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Product Management
Process
Where are we
now? Where do we want to
go? How are we going to
get there? These questions and
their answers are the elements
around which Product Management
and the Product Marketing Plan
are created.
This BTG detailed, 17 step 28 page
guide has been prepared specifically
for Product Managers who are
responsible for all aspects of
Product Management. The process
applies to both products and
services. The guide will also
benefit Product Marketing Managers,
members of product teams and other
staff who are involved in the
marketing planning process.
This guide has been prepared with
the understanding that an approved
Business Case exists for new
products or services that are in the
annual Strategic Plan. The Product
Development Process is accountable
to the Company to deliver the
products or services on time and
within budget. A business case and a
product marketing plan have similar
elements, but one does not
substitute for the other. The
business case is all the upfront
work that identifies the need for
the product/service and confirms
that the company can serve the
market profitably. The new product
marketing plan is an element of
Product Management and essentially
expands on the information in the
business case. Product Management is
responsible for all new and existing
products and services.
By reading and following this
guide, your Company will;
-
Gain
insight into the scope and
process of Product Management.
-
Know what
roles the product manager and
other people and departments
have in product management and
the product marketing plan.
-
Know who has
responsibility for the different
components of the plan and from
whom and where to look for
additional information that may
be needed to coordinate the
plan.
-
Know what
information and documents are
expected from the different
departments and people as part
of the product management
process.
Role of Project Leader
Your role as the product manager is
not necessarily to write the entire
product Management/marketing plan.
In many ways, your role is to
coordinate the formation of the plan
by accessing information from the
business plan and blending your
skills with the expertise and
resources of different people and
departments throughout the company.
A business plan contains a major
part of the information needed for
the product management plan, which
gives you a significant head start
with your product marketing
planning. There is work still ahead
of you, but the product planning
process is underway and many of the
pages are already written.
This guide also sets expectations
for you and others on your project
team so everyone knows the
responsibilities. You will learn
what information you can expect to
find in the strategic plan, where
fits in your product management and
marketing planning and if you need
to expand on that information. You
will know what the sections of the
business plan should say so you know
whether you have the information you
need to make your product marketing
plan decisions. For example, this
guide identifies what should be said
in the pricing strategy. Once you
know what the pricing strategy
should do, you know whether to
accept the data as prepared or to
have it revised.
Following a formal marketing
planning process and incorporating
fundamental principles of planning
are essential to the successful
marketing of any product or service.
While there are components that are
common to all product marketing
plans, there is no one path to
follow. Marketing plans exist in a
variety of forms. This guide
features a format that has
incorporated the basic principles
and elements of several models and
customized the outline to the
corporate needs.
Buy your copy of
BTG's Product Management Process
by clicking the buy now link
below. This document will be
electronically send you in e-book
format after successful payment.
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Product
Management Process $239.00 US
(28 Pages)
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