This Seminar is designed for Product Managers and those who are on the track to become Product Managers. The program contains the key elements and processes for a product launch and management throughout the product life cycle.

Seminar outline

1 The Product Life Cycle and Value Creation
   From pre-launch to generic phase

2 The Drivers of Product Value
   The Drivers of the Net Present Value (NPV)

3 New Product Evaluation / Assessment
   Critical Components
   (TPP, CPP, Market Dynamics etc)

4 How to craft a Marketing Strategy
   The Marketing Strategy Statement
   The Business case

5 The Marketing Plan
   The Marketing Planning Document Study

6 Phase I of the Case Study

7 The integrated Marketing Program
   Key Deliverables, Process,
   Time & Event Schedule

8 Phase II of the Case
   Preparation of the Business case
   and Presentation

9 Presentation of the Case Study

10 Literature, References, Resources,
     useful web-links



 

Key Learning Objectives for this 2-3 day Program are:

▪ Understanding of the Marketing Process

▪ How to use Marketing Research as a basis
  for the development of a Marketing Strategy

▪ The role of the Target Product Profile (TPP)
   and the Comparative
   Performance profile (CPP) in the development
   process for the Marketing Strategy

▪ Key Components of the Marketing Strategy
   and Plan

▪ How to forecast Sales, Marketing
   Investments and profits (Product P&L)

▪ Understanding of the timing of various Marketing Instruments

▪ How to prepare a detailed Time & Event Schedule for a product launch

▪ Understanding of the Economics of a product throughout the Lifecycle

▪ How to Balance launch Investments with short and long term Profits

▪ How to analyze the NPV and how to adjust
  the Investment / return relationships
  for optimized financial Value