Unit I

Noida Institute of Engineering and Technology, Greater Noida
Introduction to Product Management

Unit-1
Product and Brand Management

Ms.Priyanka Malhotra
(AMBA-MK0312)
Asst Prof.
MBA-3rd Sem Dept of MBA
Ms.Priyanka Malhotra AMBAMK0312 Unit-1

1
03/09/2024
Index/Content
S. No. Index
1.
Name of Subject with code, Course and Subject Teacher
2.
Brief Introduction of Faculty member with Photograph
3. Evaluation Scheme
4. Syllabus
5. Branch wise Application
6. Course Objective(s)
7. Course Outcome(s)
8. Program Outcomes (POs)
9. COs and POs Mapping
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Index/Content
S. No. Index
10. Program Specific Outcomes (PSOs)
11. Cos and PSOs Mapping
12. Program Educational Objectives (PEOs)
13. Result Analysis
14. End Semester Question paper Templates
15. Prequisite/Recap
16. Brief Introduction about the Subject with Videos
17. Unit Contents
18. Unit Objectives
19. Topic Objectives/Topic Outcome

Index/Content
S. No. Index
20. Lecture related to topic
21. Daily Quiz
22. Weekly Assignment
23. Topic Links
24. MCQs
25. Glossary Questions
26. Old question papers
27. Expected Questions
28. Recap of unit

Noida Institute of Engineering and Technology, Greater Noida
Ms. Priyanka Malhotra

Assistant Professor
Department: MBA
Email ID: priyankamalhotra@niet.co.in
Qualification: BBA, MBA, UGC NET, Ph.D (submitted)
Specialisation: HRM & OB
Total Teaching Experience: 14 years
Teaching Area: HR and Marketing

Evaluation scheme
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Syllabus
UNIT-I
• Introduction to Product Management 08 Hours
Introduction to Product & Product Related Concepts: Product Management & Scope,
Define Product, Classification of Product, Product Levels, Product Hierarchy.
Product Life Cycle: Product Life Cycle Stages and corresponding Strategies and
Product Evaluation.
Product Portfolio: Concept, Factors influencing Product Portfolio, The BCG Growth
Matrix, Shell’s Directional Policy Matrix
UNIT -2
• New Product Strategy 08 Hours
New Products: New Product Categories, Organization for Product Management,
prototyping, New Product Development Process, test marketing.
New product strategy: The need for Product Innovation Strategy, the components of
new Product Strategy Commercialization: Test Marketing, Time to Market, Breaking
into the Market, Managing Growth, Resistance to Change, Leveraging new Product
Growth, Sustaining Differentiation
Managing the mature Product: Offensive Strategies, Extending the product life cycle,
Customer Relationship Management.
Syllabus
UNIT-3
• Introduction to Brand Management and Brand Equity 08 Hours
Branding Basics: Brand, branding and significance of branding, Branding challenges
and opportunities, Brand equity concept, Strategic brand management process,
Identifying and establishing brand positioning, Planning and implementing brand
marketing programs, Measuring and interpreting brand performance, growing and
sustaining brand equity.
Brand Equity concept and Brand Equity Models: Brand Asset Valuation, Aaker
Model, Brand Resonance.
UNIT-4
• Brand Positioning and Brand Marketing Programs 08 Hours
Brand knowledge, Customer-based Brand equity Sources of brand equity - Brand
Awareness, Brand Image, The Four steps of brand building, Creating customer value
Identifying and establishing brand positioning, Positioning guidelines.
Planning and Implementing Brand Marketing Programs: Choosing brand elements
to build brand equity, Options and tactics for Brand, Integrating marketing
communication to build brand equity, Conceptualizing the leveraging process, Co-
branding, Celebrity Endorsement.
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Syllabus
• UNIT-5
Measuring, Growing and Sustaining Brand Equity 08 Hours
The brand value chain, Designing brand tracking studies, Capturing
customer mind set through quantitative research techniques.
Brand architecture, Brand hierarchy, Designing brand strategy, Brand
extensions- advantage and disadvantage- Reinforcing brands,
Revitalizing brands, Brand Failures.

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Branch wise Applications
• It will help to identify the critical information needed to develop a
product and brand strategy that generates both quick-wins and
long-term value.
• It also reflects on the different types of product and brand
strategies that are undertaken by a business institution for
developing and enhancing the product’s presence in the target
market.
• To create an activity plan to bring your brand strategy to life - both
externally towards consumers and internally to employees.
• Defining the right metrics for determining success in the
implementation product and brand strategy, considering any
adjustments that may need to be made under a test and learn
methodology.
• It will help to manage both products and brands to engage more
audience
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Course Objective
• The objective of this course is to learn fundamentals of Product and

Brand Management.
• The aim of Product Management Part is to make participants
understand competition at product level as well as brand level.
• The objective of Brand Management is to make students understand,
role of brands, components of brands, brand equity etc.
• The main aim for Brand Management is to make sure that students
understand the Brand Positioning and Brand marketing Programs.
• To provide insights into the conceptual framework for Strategic Brand
Management.
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Course Outcome
CO1 :Students will develop an understanding of Product and brand

management
CO2 :Students will develop an understanding of competition at Product

Level and Brand level
CO3 :Students will acquire the skill to Brand management and Brand equity.
CO4 :To enable learners to understand basics of brand equity, insights into
the conceptual framework for Strategic Brand Management.
CO5 :Understand the various aspects of Product Management and

Product Strategy, strategic significance of Product and Brand
Management in business.

Programme Outcomes (POs)
PO1: Knowledge of Management theories and

practices
PO2: Analytical & Critical thinking abilities
PO3: Value based leadership
PO4: Understand, analyze and communicate all

aspects of business
PO5: Achievement of Organizational goals

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CO-PO Mapping
Mapping of course Outcomes and program Outcomes
S No CO/PO PO1 PO2 PO3 PO4 PO5

1 CO1 1 3 3
2 CO2 1 3 2 2 3
3 CO3 2 2 1
4 CO4 1 3 1 3 2
5 CO5 2 3 1 3 2
Average 1.4 2.8 0.8 2.4 1.4
High =3 ,Medium =2 ,Low =1
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Program Educational Objectives
PEO1: Conceptual Knowledge to adapt in rapidly changing

environment and learn new skills and demonstrate
application of management principles in professional
work setting.
PEO2: Apply appropriate tools for decision making for solving

complex managerial problems in local or global
context.
PEO3: Exhibit Integrity, social responsibility and teamwork.
PEO4: Exhibit ethics, communication skills, leadership qualities

and entrepreneurial mindset.

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Result Analysis (Department Result, Subject Result
and Individual Faculty Result)
Total No. 90 &

Subject Name Pass 40>65 65>75 75>90 Average
Of Above Backlog
& Code % (%) (%) (%) Marks
Students (%)
Product &
Brand
98 100 11 17 66 04 0 77.06
Management
AMBAMK0312

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End Semester Question Paper Template

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Ms.Priyanka Malhotra AMBAMK0312

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Prerequisite and Recap
Pre requisite of the Unit

• Knowledge of markets and marketing, product and services.
Recap:
• Meaning of product and services
• Product concepts
• Type of products

Introduction to the subject
• Product Management is important to understand competition at

product level as well as brand level.
• Effective product management is a practical, purposeful and positive
approach of improving the company results, through the efforts of a
competent and committed team, coordinating manufacturing,
marketing and sales.
• Brand management is a function of marketing that uses techniques to
increase the perceived value of a product line or brand over time and
builds loyal customers through positive brand associations and images
or a strong awareness of the brand.
https://youtu.be/7j4WGVAsf4Y
AMBAMK0312 Unit-1
Unit Content
UNIT 1: CO1
1. Product Management & Scope, Definition of Product,
Classification of Product Classification of Product
2. Product Levels, Product Hierarchy.
3. Product Life Cycle and strategies, Product Evaluation
4. Product Portfolio/Mix
5. BCG Matrix & Shell Directional Policy Matrix

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Unit Objective
• Learn concepts of product, product management and

product matrix.

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Topic Objective /Topic Outcome
Unit 1: Introduction to Product & Related

Concepts
Topic 1:
 Product Management & Scope
 Definition of Product
 Classification of Products

Product Management
Product management is an organisational function within a company

dealing with new product development, business justification, planning,
verification, forecasting, pricing, product launch, and marketing of a
product or products at all stages of the product life cycle.

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Product Management
Scope:
• It helps in analyzing market conditions and defining features and
function of a product and for overseeing the production of the
product.
• Product Management encompasses everything associated with a
product’s successful launch in a market since it involves the
supervision and management of the entire lifecycle of a product from
developing marketing campaigns, product delivery, and inception of
the product idea.

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Concept of Product
A product is anything that is potentially valued by a target market or the

benefits or satisfactions it provides, including objects, services,
organisation, places, people and ideas.
American Marketing Association defines product as “Anything that can be

offered to a market for attention, acquisition or consumption including
physical objects, services, personalities, organisations and desires”.

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Concept of Product
Product Characteristics:
A. Explicit Characteristics:
B. Physical configuration
1. Associated services
2. Package and brand name
3. Product mix
4. Product-life-cycle

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Concept of Product
Product Characteristics:
B. Implicit Characteristics:
1. Product symbolism
2. Communication media
3. Product perception
4. Product evaluation

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Concept of Product

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Concept of Product

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Concept of Product

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Classification of Products
Products may be classified on the basis of users of the products

1. Consumer products
i. Convenience products : Eg. soap, toothpaste, detergents, food items.
ii. Shopping products: Eg. television, air conditioners, cars, furniture,
hotel and airline services, tourism services etc.
iii. Speciality products: Sports cars, designer clothing, exotic perfumes,
luxury watches, and famous paintings
iv. Unsought products: funeral services, encyclopedias, fire extinguishers
and reference books.

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2. Industrial products
i. Material and parts: raw material, manufactured materials include iron,
yarn, cement, wires and component parts include small motors, tires, and
castings.
ii. Capital items: installations and accessory equipments
iii. Supplies: lubricants, coal, paper, pencils and repair maintenance like
paint, nails brooms.
iv. Services: computer repair services, legal services, consultancy services,
and advertising services.

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Classification of Products – On the Basis of Durability, Tangibility and Use

(a) Non-durable goods- For example, soaps, salt and biscuits.
(b) Durable goods- For example, colour TV, refrigerators, washing
machines and vacuum cleaners.
(c) Services- Services rate intangible, inseparable, variable and perishable
products. For example, airline and banking services.

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Daily Quiz
• Define product management.

• Define product.
• Television is an example of ……………….. goods.
• ………………….. are the goods the consumer either does not
know about or knows about but does not normally think of
buying.

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Introduction to Product & Related Concepts
Topic 2:
 Product Levels
 Product Hierarchy

Product Levels
Theodore Levitt proposes that in planning its market offering, the

marketer needs to think through 5 levels of the product. Each level adds
more customer value and taken together forms Customer Value
Hierarchy.

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Product Levels
i. Core Benefit or Product For eg. a hotel customer is actually buying the
concept of “rest and sleep”
ii. Basic or Generic Product: The basic product for hotel may include bed,
toilet, and towels.
iii. Expected Product: For eg, hotel customers expect clean bed, fresh towel
and a degree of quietness.
iv. Augmented product. For eg, the hotel can include fresh flowers, room
service and prompt check-in and checkout.
v. Potential Product: satisfaction + delight

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Product hierarchy
A product hierarchy is a method of classifying your company’s products

and services by their essential components into a logical structure.
Product need For example, motor vehicles exist because people have to
and want to travel. This is the core product need, for example, Toyota
vehicles.
Product family – In this particular case, the product family is travel and for
Toyota, the product family is vehicles.
Product class – Other for eg. shower gels, body washes and soaps.

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Product hierarchy
Product line – For example Pepsico (PEP) owns, among many other lines
globally, Frito Lay, Gatorade, Quaker Oats, and Tropicana.
Product type –For example, under Hyundai I20 product line, we have
product types such as I20Astana, I20 sportz and I20 Magna.
Product unit – For example, the Hyundai I20 Asta is one Product unit and
so is the Hyundai I20 Magna.

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Product hierarchy

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Daily Quiz
• ………………………. includes a set of attributes and conditions,

which buyers normally expect they purchase this product.
• In ……………………, the core need satisfied by a product is the
focus.
• Define product hierarchy.
• Give an example of product line.

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Unit 1: Introduction to Product & Related

Concepts
Topic 3:
 Different stages of PLC
 Product Life Cycle strategies
 Product Evaluation

Product Life Cycle

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Product Life Cycle
Introduction Stage
• Product is launched in the market
• Its sales will begin to grow slowly
• Profit, if any, will be rather small
• High costs
• High promotion costs
• Priority of the firm is to generate widespread awareness of the
product in its target segment and to stimulate trial.
Pricing strategies :
Price skimming
Price penetration

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Product Life Cycle
Product introduction strategies
Marketing strategies used in the introduction stages include:

• Rapid skimming - launching the product at a high price and high
promotional level
• Slow skimming - launching the product at a high price and low
promotional level
• Rapid penetration - launching the product at a low price with
significant promotion
• Slow penetration - launching the product at a low price and minimal
promotion

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Product Life Cycle
During the introduction stage, you should aim to:
• Establish a clear brand identity

• Connect with the right partners to promote your product
• Set up consumer tests, or provide samples or trials to key target
markets
• Price the product or service as high as you believe you can sell it, and
to reflect the quality level you are providing

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Product Life Cycle
Growth Stage
• If the product meets existing market needs or stimulates previously
untapped needs, it will enter the growth stage.
• Sales will usually lift off. This point is called the take-off point.
• Profits are generated as sales revenues increase faster than costs.
• Higher competition which potentially responds with a similar or
improved version of the offering.
• Can increase their sales by attracting new customers rather than
undercutting each other on price.

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Product Life Cycle
• The total size of the market tends to grow

• An increase in the number of distribution outlets tends to go in hand
with this.
Product growth strategies

• improving product quality
• adding new product features or support services to grow your market
share
• entering new markets segments
• keeping pricing as high as is reasonable to keep demand and profits
high
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Product Life Cycle
• increasing distribution channels to cope with growing demand

• shifting marketing messages from product awareness to product
preference
• skimming product prices if your profits are too low

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Product Life Cycle
Maturity Stage
• The sales growth of the product slows down

• There is a tendency for companies to capture customers from their
competitors by undercutting each other on prices and increasing
promotional efforts.
• Competitive rivalry intensifies, the weaker competitors are forced out of
the market. This point is known as the shake-out point.
• Heavy price competition

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Product Life Cycle
• The firm will try to prevent the sales to decline, while maintaining
profitability.
• Increased marketing expenditure from all competitors in order to retain
brand loyalty.
Product maturity strategies

• Market modification - this includes entering new market segments,
redefining target markets, winning over competitor's customers,
converting non-users
• Product modification - for example, adjusting or improving your
product's features, quality, pricing and differentiating it from other
products in the marking
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Product Life Cycle
Product decline stage

• Declining sales and profits
• Less or no promotional expenses
• Changes in consumer preferences, technological advances and
alternatives on the market.
Product decline strategies
• Reduce your promotional expenditure on the products
• Reduce the number of distribution outlets that sell them
• Implement price cuts to get the customers to buy the product

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Product Life Cycle
Product decline strategies

• Find another use for the product
• Maintain the product and wait for competitors to withdraw from the
market first
• Harvest the product or service before discontinuing it sell the brand
to another business
• significantly reduce the price to get rid of all the inventory

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Product Evaluation

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Daily Quiz
• Name the four stages of the product life cycle.

• Name the two new product pricing strategies.
• Give the two marketing strategies used by the marketer in the
maturity stage.
• What does divest mean and when does it take place?
• Define shake out period.

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Unit 1: Product Portfolio
Topic 4:
 Concept
 Factors influencing Product Portfolio

Product Evaluation
Product evaluation is the process of assessing a manufactured

product’s suitability and safety for use by consumers.
Product evaluation is conducted for two main reasons:

1) To ensure product follows relevant standards, and
2) To identify and remove manufacturing or design defects.
• Guarantee product success by ensuring the safety and quality.
• Failure to secure products from both manufacturing and design
defects can result in product recalls and lawsuits under product
liability.

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Product Portfolio
A product portfolio is the collection of all the products or services offered

by a company. It is the range of items sold by a business.
Eg. Sony has a product portfolio that includes computers, cameras,
televisions and games.

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Product Portfolio
Costs of maintaining a large product portfolio

 increased research and development costs due to multiple products
being produced
 marketing and advertising costs may be high due to the promotion of a
large range of products
 bad publicity incurred by one product may affect sales of all products
within the portfolio
 resources may be spread too thin and this could affect the performance
of existing cash cow products

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Product Portfolio
Benefits of maintaining a large product portfolio

 having different products can spread risk between markets. This
mean there is less chance of a company making losses
 having a range of products can lead to greater brand awareness
 can encourage customer loyalty as customers are more likely to buy
multiple products from the same brand
 easier to launch new products due to greater brand awareness
 can meet the needs to different market segments

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Product Portfolio
 can allow for seasonal fluctuations

 allows for new products to replace products at the end of the product
life cycle
 can increase profits from selling a range of different products

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Factors affecting product portfolio
1. Profitability
2. Objectives and Policy of Company
3. Production Capacity
4. Demand
5. Production Costs
6. Government Rules and Restriction
7. Demand Fluctuation
8. Competition
9. Impact of Other Elements of Marketing Mix
10. Overall Business Condition or Condition of Economy
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Daily Quiz
• Give two ways of evaluating a product.

• Define product portfolio.
• How does production capacity and organisational policy affect
product portfolio?
• Give an example of product portfolio.

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Unit 1: Product Portfolio
Topic 5:
 The BCG Growth Matrix
 Shell’s Directional Policy Matrix

BCG Matrix
The Boston Consulting Group growth share matrix was built on the logic
that market leadership results in sustainable superior returns.
The matrix reveals two factors that companies should consider when
deciding where to invest—company competitiveness, and market
attractiveness—with relative market share and growth rate as the
underlying drivers of these factors.

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BCG Matrix
Each of the four quadrants represents a specific combination of relative

market share, and growth:
Low Growth, High Share. Companies should milk these “cash cows” for
cash to reinvest.
High Growth, High Share. Companies should significantly invest in these
“stars” as they have high future potential.
High Growth, Low Share. Companies should invest in or discard these
“question marks,” depending on their chances of becoming stars.
Low Share, Low Growth. Companies should liquidate, divest, or
reposition these “pets.”

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BCG Matrix

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Shell Directional Policy Matrix
The Shell Directional Policy Matrix (DPM) is another refinement upon

the Boston Consulting Group (BCG) Matrix.
• Horizontal Axis: Business sector profitability includes the size of the
market, expected growth, lack of competition, profit margins within
the market and other favourable political and socio-economic
conditions.
• Vertical Axis: Company’s competitive capability is determined by the
sales volume, the products reputation, reliability of service and
competitive pricing.

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Phases
1. Divest
2. Phased withdrawal
3. Double or quit
4. Custodial
5. Try harder
6. Cash Generator
7. Growth
8. Market Leadership

AMBAMK0312 Unit-1
Daily Quiz
• Differentiate between BCG Matrix and Shell’s Directional

Policy Matrix.
• Name the four quadrants of the BCG matrix.
• Can question marks become cows?
• Enumerate the basis of studying the Shell’s Directional Policy
Matrix.

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Weekly Assignment
Advise an ice cream manufacturer on the advantages and

disadvantages of using a Boston Matrix before re-launching and
developing their existing product range.

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Topic Links
https://www.yourarticlelibrary.com/marketing/product/product-related-concepts-ex
plicit-and-implicit-characteristics-of-it/49021
https://www.economicsdiscussion.net/product/product-meaning-definition-concept
-types-product-mix-and-decision/31455
https://www.businessmanagementideas.com/management/marketing-mix/product-
concept-meaning-and-development/4483

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References
1. Product Strategy and Management, Michael Baker and Susan Hart, Pearson
Education, Second Edition.
2. Product Management, Donald R. Lehmann and Russell S. Winer, TMH, Fourth
Edition
3. Innovation Management and New Product Development, Paul Trott, Pearson,
Fourth Edition

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MCQs
1. The product life cycle:
A. Describes the stages a new product idea goes through from beginning to end.
B. Has five major stages.
C. Applies more to individual brands than to categories or types of products.
D. Shows that sales and profits tend to move together over time.
E. All of the above.
2. As a product moves into the market maturity stage of the product life cycle:
A. Consumers tend to view products as being more similar.
B. The competitive situation moves toward monopoly.
C. Promotion emphasizes informing consumers more than persuading them.
D. There is less consideration of competition in setting prices.
3. When thinking about the product life cycle, a good manager knows that:
A. Sales and profits for individual brands always follow the same life cycle pattern as
industry sales and profits.
B. The only stage in which products are introduced is the market introduction stage.
C. All products will eventually earn a profit.
D. A product that is mature in one market may be in the growth stage in another
international market.
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MCQs
4. It is easy for marketing managers to predict how long a product or brand will stay in
each stage of the product life cycle.
A. True.
B. False.
5. Which statement is true about a product in the sales decline stage of the product life
cycle?
A. Brand managers should phase-out this product as quickly as possible.
B. A declining product may still be profitable for some time so a gradual phase-out
may be appropriate.
C. Customers will always abandon the declining product immediately if an alternative
is available.
D. Phasing-out a product at this time is fairly easy and this strategy will cut future
losses.
E. None of the above statements are true.

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Glossary
Q. 1. Attempt all the parts: please pick the correct option from Glossary
(i) Shopping goods (ii) product (iii) Convenience goods (iv) product concept
•A ……………… is a detailed version of the idea stated in meaningful consumer terms.
•…………………….. are products consumers purchase regularly.
•………………….. are purchases that require more research as consumers purchase these items less frequently.
(i) Augmented Product (ii) product life cycle (iii) Specialty goods (iv) Unsought goods
•……………… are unique products that have a loyal customer base.
•……………. are items buyers either have little knowledge about or wouldn't have thought about buying.
•…………………. encompasses the product itself as well as any other extra value-adding sources, such as
warranties, service, etc.
•A ………… is the item offered for sale.
•The …………….. breaks down the various stages of a product’s evolution, from its debut to retirement.
(i)Stars (ii) divested (iii) BCG Matrix (iv) Cash Cow
The ……………….. helps to identify which product can give new returns with good investment, and which products are
reaching the apex of market share.
A ………………. product or strategic business unit within the organisation's mix which is characterised by high market share
and low market growth.
……………… are characterised by High Growth, High Share.
SBU’s running in losses with uncertain cash flows should be as per Shell’s policy directional matrix.

AMBAMK0312 Unit-1
Glossary
(i) Introduction (ii) Growth (iii) Maturity (iv) Decline
Product modification is adopted in ……………………. Stage.

The firm tries to create product awareness and develops a market for the product in
…………….. stage.
The firm achieve the economies of scale in …………………… stage.
…………………… is characterized by slow growth and intense competition.
Q.5. Attempt all the parts: please pick the correct option from Glossary
(i) rapid penetration (ii) Product evaluation (iii) rapid skimming
(iv) product portfolio
A ………….. is the collection of all the products or services offered by a company.

………………… is the process of assessing a manufactured product's suitability and safety for
use by consumers.
……………………- launching the product at a high price and high promotional level
……………………- launching the product at a low price with significant promotion

AMBAMK0312 Unit-1
Question Papers
Printed page: 2 Subject Code: AMBAMK0312
Roll No:
NOIDA INSTITUTE OF ENGINEERING AND TECHNOLOGY, GREATER NOIDA

(An Autonomous Institute)
Affiliated to Dr. A.P. J. Abdul Kalam Technical University, Uttar Pradesh, Lucknow
Course: MBA Branch: Marketing
Semester: III Sessional Examination: III Year- (2021 - 2022) Subject Name:
Product & Brand Management
Time: 1.15Hours [ SET- B] Max. Marks:30
General Instructions:
 This Question paper consists of…2…pages &……questions. It comprises of three Sections, A, B, and C
 Section A -Question No- 1 is objective type questions carrying 1 mark each, Question No- 2 is very short answer type carrying 2
marks each. You are expected to answer them as directed.
 SectionB-QuestionNo-3isShortanswertypequestionscarrying5markseach.Attemptanytwoout of three questions given.
 Section C -Question No. 4 &5are Long answer type (within unit choice) questions carrying 6marks each. Attempt any one part a
or b.

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Question Papers
SECTION –A [08Marks]
1. All questions are compulsory (4×1=4)
a. Dogs are companies with ________ relative market share. (1) CO1
b. Following is a type of product classification. (1) CO3

a) Consumables
b) Durables
c) Services
d) All of the above
c. ____________ are products that consumers had not planned to buy but are persuaded (1) CO
at the very last minute to pick up and put in their trolley or basket.
a) Staple products
b) Impulse products
c) Emergency products
d) Speciality products
d. This is a group of closely related products. They are related through technical, marketing, (1) CO1
or user considerations, such as the three Galaxy S6 phones offered by Samsung.
a) Product line.
b) Product line depth.
c) Product mix.
d) Product item.
2. All questions are compulsory (2×2=4)

a. Define product Management. (2) CO1
b. Define Product hierarchy. (2) CO1

AMBAMK0312 Unit-1
Question Papers
SECTION –B [10Marks]
3. Answer any two of the following- (2×5=10)
a. Discuss the classification on the basis of durability of a product. (5) CO1
b. Discuss the strategies used in growth stage. (5) CO1
c. Explain the different product levels with suitable examples. (5) CO1
SECTION –C [12Marks]
4 Answer any one of the following- (1×6=6)
a. Explain BCG Matrix with the help of a suitable diagram. (6) CO1
b. Elucidate the Shell Directional Policy Matrix. (6) CO1
5. Answer any one of the following- (1×6=6)
a. Explain Product Life Cycle in detail with suitable examples.. (6) CO1
b. Give a detailed account on different categorisations of product.. (6) CO1

AMBAMK0312 Unit-1
Old Question Papers
Not Available

AMBAMK0312 Unit-1
Expected Questions
• Define a product and various categories of products.

• Discuss the PLC highlighting the various strategies used by
marketers in the different stages.
• Define Product portfolio.
• Discuss the factors affecting product hierarchy.
• Discuss the BCG Matrix. How does it help in deciding the
product portfolio of a company?

AMBAMK0312 Unit-1
Recap of Unit
• Product and its classification

• Product Life Cycle
• Product portfolio
• Product levels and hierarchy
• BCG Matrix
• Shell’s Directional Policy Matrix.

AMBAMK0312 Unit-1
THANK YOU

AMBAMK0312 Unit-1

Unit I

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Noida Institute of Engineering and Technology, Greater Noida

Introduction to Product Management

Product and Brand Management

Ms.Priyanka Malhotra AMBAMK0312 Unit-1

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Ms. Priyanka Malhotra

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• The objective of this course is to learn fundamentals of Product and

CO1 :Students will develop an understanding of Product and brand

CO2 :Students will develop an understanding of competition at Product

CO5 :Understand the various aspects of Product Management and

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PO1: Knowledge of Management theories and

PO2: Analytical & Critical thinking abilities

PO3: Value based leadership

PO4: Understand, analyze and communicate all

PO5: Achievement of Organizational goals

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Mapping of course Outcomes and program Outcomes

S No CO/PO PO1 PO2 PO3 PO4 PO5

High =3 ,Medium =2 ,Low =1

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PEO1: Conceptual Knowledge to adapt in rapidly changing

PEO2: Apply appropriate tools for decision making for solving

PEO3: Exhibit Integrity, social responsibility and teamwork.

PEO4: Exhibit ethics, communication skills, leadership qualities

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Total No. 90 &

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Ms.Priyanka Malhotra AMBAMK0312

Pre requisite of the Unit

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• Product Management is important to understand competition at

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• Learn concepts of product, product management and

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Unit 1: Introduction to Product & Related

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Product management is an organisational function within a company

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A product is anything that is potentially valued by a target market or the

American Marketing Association defines product as “Anything that can be

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Products may be classified on the basis of users of the products

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Classification of Products – On the Basis of Durability, Tangibility and Use

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• Define product management.

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Introduction to Product & Related Concepts