PMM 5

Question 1

management during life cycle entail 4 groups of decision , mention and explain

Answer 1

_ Reinforce : regarding to important product
_Renew: important product but market value decreased
_Resurrect: reluach or reposition
_Retire : drop out failed product

Question 2

what aspects do we need to consider when evaluating product line?

Answer 2

1. increase value to the product line ( adding new type of product/ delete product that increase cost / increase market penetration)
2. crucial product line activities ( developing new product/ extending existing product lines)

Question 3

what are different theoretical approach we could use to categorize products? explain categorization can happen according to lifecycle strategy elaborate on the criteria that justify the positioning of the products within specific strategy

Answer 3

_ 20/80 role ( 20% of product responsible for 80% of sales)
_ boston consulting group ( cash cow / star / ? / dog ) (market growth/ market share)

the product life cycle with BCG
Introduction: ?
growth: star
maturity: cash cow
decline : dog

Question 4

Define fundemental brand issues and PM concern

Answer 4

Pm should consider 4 main issues
_ brand image ( customer perception)
_brand equity( how customer value image of the brand)
_positioning ( how are we positioned against competitors)
_management ( is the position fitting with our operation)

Question 5

what type of brand architectures exist ? provide examples of every type?

Answer 5

brand architecture :

branded house ( google)
house of brands ( P&G : crest / pringles)
Hybrid ( Coca colal

Question 6

Describe the major decision PM need to consider when developing their branding strategy

Answer 6

PM should develop a template

_ profile of target customers
_ define differentiation
_ define brand personality
_ translate promises into standard performance
_ what do customers believe of your promises

Question 7

what possible organizational structure exist and what are the product/market characteristics the best fit every type of structure

Answer 7

1_ product focused organizational structure ( many products to limited market)
2_ market focused organizational structure ( variety of market segments)
3_functionally oriented org structure ( depends on the expertise of company)