Course

Electives

Unit 1

Product Management: Meaning – Basic concept of product levels – Product-Life-Cycle – Concept – strategies related to different stages of PLC – Planning and Control Systems for Product Management

– Product Portfolio Planning and Analysis – Mapping – Understanding Company– Product/Brands and Competitive Brand Market Position – Impact of Global Forces on Products.

Unit 2

New Product Development: Meaning and Importance of new product – Types of new product – Stages of new product development – Factors affecting the success and failure of new product development– Usefulness of the Process Models – The Process of PBM Product Strategy as an element of competitive strategy – Defining Competitive set – Category Attractiveness Analysis – Competitor Analysis – Customer Analysis.

Unit 3

Brand and Brand Management: Brand Meaning – functions and significance – concept of branding – types of brands – Brand as a Genetic Programme – The Product and the Brand – Strategic Brand Management Process – Brand Identity & Positioning – Branding strategies – Concept and types of branding strategies – Steps in brand development strategies – Brand switching.

Unit 4

Brand Loyalty: Loyalty Programs – Building Strong Brands – Measuring Brand Performance – Brand Extensions – Brand Equity Management – Brand Equity Measurement – Brand Leverage – Global Branding Strategies – Brand Audit – Role of Brand Manager – Branding Challenges & Opportunities – Brand Rejuvenation and Re-launch – Brand Development through Acquisition Takes Over and Merger

• Relaunching the Brand – Need, Methods and Success

Unit 5

Measuring and Interpreting Brand Performance – Developing a Brand Equity Measurement and Management System – The Brand Value Chain – Designing Brand Tracking Studies – Establishing a Brand Equity Management System Measuring Sources of Brand Equity – Capturing Customer Mind- Set – Overview – Qualitative Research Techniques – Quantitative Research Techniques – Comprehensive Models of Consumer-Based Brand Equity Designing and Implementing Branding Strategies – Brand Architecture & Brand Hierarchy – Designing Branding Strategies.

Course Objective:

The course aims to acquaint the students with the concepts and techniques of brand management and new product development.

Course Outcomes:

The student will be able:

CO1: To understand Product Management, Product Portfolio Planning and Analysis and the Impact of Global Forces on Products.

CO2: To understand stages of new product development, Process of PBM Product Strategy, and Category Attractiveness Analysis. Competitor Analysis, Customer Analysis.

CO3: To understand Brand, Brand Management and Branding strategies and the process and methods of brand management, including how to establish brand identity.

CO4: To understand Brand Equity Management and the role of Brand Manager.

CO5: To Evaluate strategies for Brand management and Quantitative Research Techniques for Brand Equity Designing.

References:

1. Tapan K Panda – Product and Brand Management – Oxford University Press
2. Venugopal Rao – Product and Brand Management – Himalaya Publishing House