Product Management - Business to Consumer

End to end management of products and ranges requires an all-rounder to build ownership of the product, leading to seamless integration of strategic and tactical issues. The result is a robust and profitable product portfolio.

You will be able to produce and manage product plans based on market awareness and strategic fit and select a sound positioning strategy that comes alive in the marketing mix.

The business will benefit from strong product ranges by being better able to respond to changing and increasingly challenging market conditions.

This course is for product and brand managers, with several years’ experience, working in consumer categories. It will also be of use to others who work closely with product managers, eg sales managers, marketing managers and general managers in medium and smaller businesses who have product responsibilities.

• Roles and responsibilities.
• Auditing and category reviews.
• Positioning and re-positioning.
• Building the brand and value proposition.
• Designing and using a roadmap for developing new products.
• Portfolio management using key models.
• Forecasting and key financial measures and metrics.
• Consumer behaviour.
• Bringing the mix to life and developing formal plans.
• Future trends including social media.

The course is informal and participative, focused on practical and current examples from the real world, using exercises, cases and discussion to build a structured approach to managing product ranges effectively.