Smaart People: Courses: Marketing and product management: Product Development and Management

Marketing and product management

Product development and management - from concept to market and beyond

Outcomes

Understand how to develop successful new product concepts
Be able to bring those winning concepts to market speedily and ensure their effective launch and early success in the market place
Manage the products through the lifecycle, understand the specifics of the technology PLC and ways of beating the product lifecycle
Apply the key ingredients of communicating effectively with the market place
Identify gaps and put in place action plans to close those gaps with measures to understand personal progress towards them

Indicative Content

Developing products – a product development process how it works and the Gemalto process
Where the best new ideas come from the POG (product opportunity gap and how to apply it)
What drives your market place needs and requirements, understanding how to anticipate need and develop product concepts accordingly
Assessing and understanding risk in relation to new product development
The 10 key ingredients in making robust business cases for new products
Segmentation and segment selection – defining and selecting the best markets and sub segments for your products
Key segment selection tools and practical processes
Developing and marketing services and solutions – why they are different – the 8 key characteristics of services and their impact on your product development and management
When and why new products fail – the 9 times effect and how to avoid these pitfalls
The impact of competitors on your product and solution development and how to anticipate competitor moves and pre-empt them
Defining the customer experience and the customer story – how to understand the customer’s role in your product development and contextualize your product in their business so as to produce better products
Positioning the new product concept – how positioning plays its part
The brand and the product – how they work together
Planning the launch process – how and what to do in order to ensure a successful launch strategy
Benchmarking world beating product management – how we can all learn lessons from 10 of the world’s best consumer brands in a business environment
Managing the products through the product life cycle for optimum performance
3 new strategies for reversing or accelerating the life cycle
How to successfully cross the chasm in the technology product lifecycle
Pricing and product management – key practical processes and tools
How to develop powerful and persuasive propositions