Introduction to Product Management
The product manager has broad/heavy responsibility but virtually no authority per se (except the “authority” that is derived from the plans which have received approval by senior management)
Role of the PM
What Does A Product Manager Do?
- JUGGLES
- Must manage agendas of all functional groups while staying focused on key brand/corporate objectives
Marketer’s Job Simplified
Planning
Internal selling
Planning Activities
- Annual Business Plans
- Collect & Analyze product & category data
- Use analysis to develop marketing strategies
Internal Selling
- Coordinating with other areas of the corporation to execute programs (ie R&D, Graphics & Promotion, Research etc)
Keeping Senior Management informed and supportive