Product

Introduction to Product Strategy

• What is a product and its types?
• Product Features
• Product mix and product lines
• Product Strategy and its characteristics
• Product Strategy: Role of product management and organization
• Holistic approach to product strategy
• Factors influencing product strategy

(Marketing) Value Creation, Value Communication and Value Delivery DONE

• Value creation - How product is connected to customer
• Value communication
• Value Delivery and Co-creation
• Traditional vs. contemporary value delivery process
• Porter’s Value chain

Strategic Approach for Competitive Advantage in Product Strategy

• What is and what is not a strategy?
• Porter’s generic strategies
• Competitive strategies
• SWOT analysis
• Core competency and its characteristics
• Strategic planning, implementation and controlling process
• Strategic business units and its relevance for successful product strategy

Disruptive Innovation for Successful Product Strategy

• What is disruptive innovation?
• Disruptive innovation model or theory
• Ansoff’s product market expansion grid
• Market opportunity analysis for innovative products
• Growth strategy and strategic planning gaps
• Disruptive innovation when customer tend to maintain status-quo
• Disruptive innovation when organization wants to maintain status-quo

New Product Development Process, and MVP and MDP Approaches

• Process in product development
• Identifying customer needs
• Product Planning
• Product features and specifications
• Concept generation
• Concept screening/selection
• Concept scoring
• Concept testing
• Product launching
• Minimum Viable Product (MVP) approach
• Minimum Delightful Product (MDP) approach

Market Orientation and Competitor Orientation DONE

• Market Segmentation
• Target market selection
• Defining buyers’ personas
• Product positioning and messaging: Requirement and Relevance
• Market orientation when customers want to maintain status-quo
• Competitor orientation
• Product strategy to beat competition

(Marketing) Go-to-Market Strategy and Sales Strategy DONE

• Selecting best route to market
• Steps to develop and execute go-to-market plan
• Managing the product launch
• Best practices for product launch: Case study
• Different sales strategies
• Managing sales force perception
• Sales force compensation

(Marketing) Product Positioning and Branding - DONE

• What is product positioning?
• Point of Parity and point of difference
• What is product branding?
• How to create a strong brand positioning?
• Develop a brand positioning statement through Perceptual brand mapping
• Brand equity
• Brand mantra and slogan

(Marketing) Marketing Communication and Logistics for Successful Product Strategy

• What is integrated communication in product strategy?
• Different Communication platforms
• Advertising for product success
• Use of Puffery, self-esteem and sexual appeal in advertising product
• Communication models
• Role of value network and channels for successful product strategy
• Channel members’ functions and flow of marketing channels
• Vertical and horizontal marketing systems (VMS & HMS)
• Channel conflict

(Marketing) Pricing of Product

• Define pricing of product
• Pricing principles
• Product-pricing strategies 1
• Product pricing strategies 2
• Behavioural pricing for product,
• Consumer’s price quantity latitude
• Reference pricing
• Participative pricing
• Price and non-price competition
• Brand leader’s response to competitive price cut

(Statistics) Introduction to Product Analytics

• What is Product Analytics?
• Basic concepts of Analytics and its Features
• Applied and basic product analytics
• Scientific methods for Analytics
• Role of analytics in making decision in product strategy
• Characteristics of High-Quality Analytics
• Identify and Solving Product management Problem Using Product Analytics
• Analytics Objective, Research Questions and Hypotheses
• Variables and Unit of Analysis

(Statistics) Product Analytics Process and Design

• Stages of product analytics process
• Product analytics design
• Overview of Exploratory, Descriptive and Causal analytics
• Direct exploratory methods - FGD, Depth interview
• Debrief of Focussed Group Discussion video (YouTube)
• Indirect exploratory methods - Projective techniques
• Role of Observation Methods in Product Development and Management
• Case methods analysis

(Statistics) Product Analytics: Metrics and Goals

• Measurement and scaling
• Discrete measurement scales
• Continuous measurement scales
• Reliability and validity of scales
• Types of analysis for different types of scales
• Useful Scales for Product Management
• Introduction to Questionnaire design
• Basic rules of questionnaire design
• Critical aspects of questionnaire design
• Piloting and evaluation of questionnaire

(Statistics) Data Cleaning and Data Coding

• Data preparation
• Missing value and imputation of missing value
• Data coding
• Data entry
• Data arrangement for suitable analysis
• Secondary data analytics
• Survey analytics

(Statistics) Data and Statistics for Descriptive Product Analytics DONE

• Importance of statistics in Product management
• What is descriptive product analytics?
• Describe Basic Descriptive Statistics
• Analysis and Application of Basic Descriptive statistics
• Correlation analysis
• Demonstration of correlation in the case Chic-Chicken: Marketing Research Decision
• Hypothesis testing and level of significance
• Types of Testing Errors
• Approach to Testing: The P-Value/ significance value Method

(Statistics) Predictive Analytics for Product Management

• Descriptive vs. Predictive analysis
• Exploratory data analysis for predictive modelling
• Create your own model, identify the predictive indicators & test
• Regression model
• Best Fit Line and its Explanatory Power
• Prediction using regression model
• Assumptions of Regression model
• Estimation using regression model
• Multiple Regression model
• Dummy variable regression

Analysis for New Product Development and Modification

• Reasons for Applying Analytics in product development
• Introduction to Conjoint Analysis
• Creating Conjoint Design
• Conjoint Study Process
• Conjoint analysis Using Excel Software
• Calculating Importance of Product Features
• Validate Conjoint Design Model
• Demonstration of Developing Orthogonal Design
• Conjoint Design using XLSTAT
• Demonstration of Conjoint Data and Analysis in XLSTAT
• Market Share Calculation of the New Product

(Marketing) Analysis of Consumer Behaviour

• Importance of Consumer Behaviour Analysis
• Factors Affecting Consumer Behaviour
• Customer Research using Factor Analysis
• Basic Concepts of Factor Analysis
• Principle Component Factor Analysis
• Factor Analysis Demonstration
• Factor Rotation
• Demonstration of Factor rotation
• Old Data to New Data
• Demonstration of creating new data from old data
• Application of Analytics in Market Segmentation and Effective Targeting
• Segmentation using Cluster Analysis
• Outliers and cluster selection
• Hierarchical Cluster analysis with SPSS
• K-mean Cluster Analysis in SPSS
• Validation of Cluster Analysis Solution
• Profiling of Customer Segments using Demographic and Socio-economic Variables

(Marketing) Digital Analytics: Tools and Techniques DONE

• Web Analytics and its Application in Product Management
• Importance of Web Analytics Tool
• A/B testing
• A/B Testing - Demo
• Customer Basket Analysis
• Customer Basket Analysis – Demo
• Customer Life Time Value Analysis

Applying Analytics in Marketing

• Analytics for recommendation - Collaborative Filtering
• Cosine based Collaborative Filtering
• Excel Demonstration Collaborative Filtering
• Using Analytics for Product Positioning
• Perceptual Mapping
• Perceptual Mapping Demo in Excel
• Qualitative and Quantitative Analytics
• Presenting Analytics Report

Product Development Process

• Traditional Product Development Processes
• Waterfall Model of Software Development
• Modern Product Development Processes
• Traditional and Modern Processes: Comparison
• Product Development in B2B and B2C Industries

(Agile Managment) Understanding Agile and Lean Development DONE

• History of Lean and Lean Thinking
• Facets of Lean Product Development
• Lean Metrics
• Cycle Time and Flow Time
• Agile Product Development
• Lean versus Agile
• Agile Methodologies

(Agile) How Microsoft Practices Agile

• History of Product Development Processes
• Introduction to Scrum Framework
• Scrum Team
• Scrum Events
• Scrum Artefacts
• Scrum Illustration in Microsoft

(Design Thinking) Design Thinking Process in Product Development

• What Is Design Thinking?
• Stages of Design Thinking Process
• Applying Design Thinking to Product Management
• Customer Inputs: Discussions and Interviews
• User Observation
• Focus Group Discussions
• Facilitated Workshops
• Translating Observations and Feedback
• Idea Generation, Development and Selection
• Idea Prioritisation
• Prototyping of Ideas

(Design Thinking) Innovative Communication in Design Thinking

• Application of Innovation in Design Thinking
• Communication through Storytelling: Messaging and Persuasion
• Other Aspects of Storytelling
• Communication through Visualisation
• Thinking Like a Designe

Product Prototyping

• What Is and Is Not Prototyping
• Need for Prototyping in Product Management
• Fidelity for Prototypes
• Low-Fidelity Prototyping
• Mid-Fidelity Prototyping
• High-Fidelity Prototyping
• Low, Mid and High-Fidelity Prototyping: Comparison
• Dimensions of Fidelity

Product Road mapping and Prioritisation

• Product Road mapping
• Product Roadmaps in Product Management
• Key Elements in Product Road mapping
• Building a Product Roadmap
• Prioritisation of Features in a Product Roadmap
• RoI Scorecard and MoSCoW
• Importance of Product Roadmap in Agile Product Management

Leading Product Development

• Product Leadership and Its Importance
• Qualities of an Effective Product Leader
• Setting-up a Product Development Team

Case studies