Professional Documents
Culture Documents
PowerBi Assessment
PowerBi Assessment
Brand management –
Making promise and keeping
promise!
Interact with customers via mind, heart and spirit
More likely, the mind, heart and spirit shares will make the
product strategy a success.
Philip Kotler’s concept
Delivering value
• Channel partners
• Dealers
• Distributors
• Retailers
Customer co-creation
• Product development
• Product modification
• Product communication
Philip Kotler’s concept
Today, a product strategy is creating, communicating and delivering value to a target
market at a profit.
Value is created for the target
and is communicated and
delivered to the target
Product strategy
deals with product,
brand and customer
Philip Kotler’s concept
Product management, brand management and customer management
strategies differ based on the target audience.
Urban Rural
• Premium product • Product that gives value
• Above the line • Below the line
communication communication
Value delivery process: Traditional
Value delivery process: Contemporary
Porter’s Value Chain
In 1985, Michael Porter, a professor at the Harvard Business School suggested a
value chain in his book “Competitive Advantage”.
Porter’s Value Chain – Primary activities
Includes procedures for Includes advertising,
converting raw material promotion, marketing and
into a finished product sales activities
Includes receiving,
warehousing and Includes customer
Includes delivery of the
inventory control of raw service, maintenance,
product and the storage
material and relationship repair, refund and
distribution system
with suppliers exchange
Porter’s Value Chain – Support activities