Product and Brand Management

It all started with a memo directed to the head of advertisement department fro Mc Elroy in 1930

Product and Brand Management What is the difference

between Product and the Brand & product management and brand management

Product policy- Main task of PMT

Appraisals of individual products and product lines

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SOAPS JULY SALES GROWTH (IN CRS) LUX LIRIL LIFEBUOY DOVE 6.7 5.3 5.6 4.8 % 12 10 10 17 CLINIC SUNSILK SHAMPOO JULY SALES (IN CRS) 4.2 11.5 GROWTH % 3 10

 Decisions of product differentiation.

Brand decisions

POSITIONING
.

New product development

Decisions on packaging and labeling

Managing PLC

Creating and managing brand equity

Product and Brand Managementwhat does the job entails

Preparing annual marketing plan for the product and

getting it approved

Monitoring sales achievement (units and volume) and alerting management to possible shortfalls

Supervising the assistants and taking leading role in their developments

Unison with advertisement agencies

To craft long term competitive strategies

Coordination with various departments

Building brand equity

Designing Effective pricing and promotion

New product launches

ROI

Responsibilities involving sales department

Informing sales about the approved strategies and tactics for the brand

Ensure sales budgets are being met for the brand

Deciding on the discounts within the overall budgets

Communication of information. Motivating them

Responsibilities involving production department

Sales projection and production plan.

Product and Brand Management

.
Inventory control. Seasonality. Ensuring uninterrupted production runs incase of

product changeovers.

Responsibilities involving finance department

Ensuring that brand expenses are within budgets. Recommending changes in financial budgets in

changing circumstances.

Product and Brand Management

Responsibilities involving senior management.
Presenting marketing plan. Blending companies strategies with branding

strategies. Getting approvals for innovations in branding and strategies. Interpersonal skills.

Summary
its fundamentally a marketing job.
Right to consider and recommend anything affecting

the product. Focus approach on the brand. Instant recognition. Unravalled route to senior management.

DISCUSSION

VANILA COKE
Why the brand failed ? As a brand manager of VANILA COKE what steps you

would recommend in case COKE decides to revive the brand.