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Assignment of Product Management

Define Product Management:

The organizational structure within a business that manages the development, marketing and sale of a product or set of products throughout the product life cycle. It encompasses the broad set of activitiesrequired to get the product to market and to support it thereafter. Product management often serves an inter-disciplinary role, bridging gaps within the company between teams of different expertise, most notably between engineering-oriented teams and commercial-oriented teams. For example product managers often translate business objectives set for a product by Marketing or Sales into engineering requirements.

Product Manager:
A product manager is a person who investigates, selects, and develops products for an organization, performing the activities of product management.

Following are the duties of Product Manager:

y y y y y y y Meet with business stakeholders to discuss, define and capture requirements User Research Consider Market conditions Market Research e.g. SWOT analysis , Marketing MixProduct, Price, Promotion, Place The product manager is responsible for planning activities related to the product or product line. He tries to judge customer behavior in terms of their usage pattern & per capita income. He sums up all the gathered and analyzed information to make objectives and strategies for the product. Communicate and capture requirements in a way that people can understand them He coordinates with the other areas of the company like R&D, finance, sales and distribution

We have tried our level best in describing organizational hierarchy & roles of product manager in their respective companies. Below mentioned are the companies which we have targeted: 1) 2) 3) 4) Telecomm : Idea & MTS Pharmaceutical: Epsilon & Claris Life Science FMCG: Balaji&Samrat Industries: Ceat&Arvind Mills

IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange (BSE) and the National Stock Exchange (NSE) in March 2007. Idea is the 3rd largest mobile services operator in India, in revenue terms, and recorded a subscriber base of over 93.75 mn as of 31st May 2011. It became a pan-India integrated GSM operator covering the entire telephony landscape of the country, and expanded its NLD and ILD operations in FY 2010. During the year, Idea increased its revenue market share by over 1%, despite stiff tariff war in the market.

Industry Founded Headquarters Key people

Telecommunications 1995 Santacruz East, Mumbai, India[1] Kumar Mangalam Birla (Chairman

Organizational Hierarchy in Idea

General manager

Zonal Manager

Zonal Distribution Manager

Area Manager

Assistant Manager


Roles of Product Manager:

Product manager of Idea plays crucial role behind the success of any prepaid or postpaid plan in the market as right from the beginning till end he contributes a lot. Following are the key roles of product manager in Idea: y He understands the need of product in the market in terms of plans. y He forecasts demand by going through past datas and checking present sales. y He upgrades the existing product, to make it unique and to differentiate from the other products in market y He decides the communication which need to be deliver in the market y He monitors the positioning done, if positioning is not done properly then he ask marketing department to reposition it.

He does competitive analysis so as to trash competitor in the market.

Manitoba Telecom Services Inc. MTS , formerly Manitoba Telephone System, is the primary telecommunications carrier in the Canadianprovince of Manitoba and the fourth largest telecommunications provider in Canadawith 7000 employees. It provides local and long-distance phone services, television service, Internet service and wireless services including digital PCS, cellular, and paging.

Industry Founded

Telecommunications 1908

Headquarters Winnipeg, Manitoba David Leith (Chairman), Pierre Blouin (CEO)

Key people

Organizational Hierarchy in MTS

General manager

Zonal Head

Deputy Manager

Channel Manager

Distributor sales employee

Roles of Product Manager in MTS: As MTS is a late entrant in the market so it really need some innovative & creative strategies to survive cut throat competition in the market. Product manager of MTS plays crucial role in implementing various strategies which suppress competitors in the market.

Following are the roles played by MTS Product Manager. y y y y y y y He upgrades the existing product, to make it unique and to differentiate from the other products in market He forecasts consumption pattern by going through sales. He checks competitors activities so that his product dont gets killed by competitors product. He Create the marketing plan including methods for customer acquisition as well as customer retention He analysis competitive and promotional activities. He develops pricing strategies Work closely with sales and marketing team, also guides them.