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Product Planning and Brand Management in India

Research · August 2015

DOI: 10.13140/RG.2.1.2939.8880

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Mukul P Gupta
Management Development Institute Gurgaon
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Product Planning and Brand
Management in India

Wednesday,y 23 November 2009

1015 – 1145 hrs.
1200 – 1330 hrs.
 Agenda
• Basic concepts in product planning
• Product development
• Product management
• Brands
• Brand Development
• Brand Management

25 Nov. 2009
C-D/2 © Dr. Mukul P Gupta
 Product planning

• What is a product?
• Core,
Core basic and augmented
• Expected and ideal

25 Nov. 2009
C-D/3 © Dr. Mukul P Gupta
 Product development

• Idea, concept, testing, prototype

• Commercialisation
• Examples-
– Soft drinks
– Tetrapacks
– Cigarettes
– Toilet Soaps
– Toothpastes
– Wi t t h
Wristwatches

25 Nov. 2009
C-D/4 © Dr. Mukul P Gupta
 Product Management

• Launch
– E.g. Microwave ovens
• Product Lifecycles
– E.g.
g Ceiling
g Fans
• Positioning
– Suzuki Samurai – Maruti Gypsy
• Repositioning
– E.g. Vicks Vapourub
• Brand Extensions
– Ponds Toothpaste

25 Nov. 2009
C-D/5 © Dr. Mukul P Gupta
 Brands

• Basic Axioms
– People have needs and wants
– Solutions can be products or services
– Products and services are same but differ on
the continuum of tangibility
– Brands are not products
– Brands provide meaning and identity
– Brands link wants to desires

25 Nov. 2009
C-D/6 © Dr. Mukul P Gupta
 Brands
Provide Identity and Meaning

Temporal Identity and Spatial Identity and

Meaning Meaning
• Practicality of Choice (and • Recognition
Performance) • Optimisation of Choice
• Permanence and Bonding • Guarantee of Quality
• Pleasure of Buying and Perception and
Consuming Experience
• Ethical and Social • Personalisation of Choice
Responsibility of Actions

25 Nov. 2009
C-D/7 © Dr. Mukul P Gupta
 Brand Management
Mission
Brand Management Process
Brand Vision and Purpose Objectives

Analysis and Diagnosis

Brand Values • The General Environment
• The Industry and
M Brand tone, codes and International Environment
Personality • Internal Factors
A
R Choice
Ch i
• Generic Strategy
K Strategic Products’ Alternatives
Common Traits • Strategy Variations
E • Image
g
• Strategy Choice
• Identity
T • Positioning
Implementation
S • Resources and
Structure
Typical
yp ca Brand
a d Actions
ct o s
• Marketing Mix Policies • Policies, Plans and
and Tactics administration

Marketing Operations Process Evaluation

•Monitoring
•Control

C-D/8 Strategic Management Process

© Dr. Mukul P Gupta
25 Nov. 2009
 Some Products Planned in India
• Success stories
– Soft drink concentrate (Rasna)
– Chewing Pan Masala (Pan Parag)

• Failure Stories
– Tomato Ketchup (Volform)
– Toothpaste (Pond’s)

25 Nov. 2009
C-D/9 © Dr. Mukul P Gupta
View publication stats

Pan Parag

25 Nov. 2009
C-D/10 © Dr. Mukul P Gupta