PRODUCT- OR BRAND-MANAGEMENT ORGANIZATION

PRODUCT- OR BRAND-MANAGEMENT ORGANIZATION


Companies producing a variety of products and brands often establish a product- (or brand-) management organization. This does not replace the functional organization but serves as another layer of management. A group product manager supervises product category managers, who in turn supervise specific product and brand managers. A product-management organization makes sense if the company’s products are quite different or there are more than a functional organization can handle. This form is sometimes characterized as a hub-and-spoke system. The brand or product manager is figuratively at the center, with spokes leading to various departments representing working relationships  The manager may: • Develop a long-range and competitive strategy for the product. • Prepare an annual marketing plan and sales forecast. • Work with advertising and merchandising agencies to develop copy, programs, and campaigns. • Increase support of the product among the sales force and distributors. • Gather continuous intelligence about the product’s performance, customer and dealer attitudes, and new problems and opportunities. • Initiate product improvements to meet changing market needs

Comments

Post a Comment

Popular posts from this blog

Packaging, Labeling, Warranties, and Guarantees

Packaging, Labeling, Warranties, and Guarantees:- Some product packages—such as the Coke bottle and Red Bull can—are world famous. Many marketers have called packaging a fifth P, along with price, product, place, and promotion. Most, however, treat packaging and labeling as an element of product strategy. Warranties and guarantees can also be an important part of the product strategy and often appear on the package. Packaging Packaging includes all the activities of designing and producing the container for a product. Packages might have up to three layers. Cool Water cologne comes in a bottle (primary package) in a cardboard box (secondary package) in a corrugated box (shipping package) containing six dozen bottles in cardboard boxes. The package is the buyer’s first encounter with the product. A good package draws the consumer in and encourages product choice. In effect, they can act as “five-second commercials” for the product. Packaging also affects consumers’ later product e...
Read more

Factors influencing Political Behaviour in organizational behaviour

Factors influencing Political Behaviour The  Factors influencing Political Behaviour figure  depicts that there are two factors that influence the political behavior in the organization, individual factors and the organizational factors. Individual factors include certain traits of the individual that are likely to be related to the political behaviours. Employees, who possess high self-monitors, regularly keep check on their performance, and are more sensitive to the social cues. Those who have internal locus of control believe they can control the environment and can easily manipulate things and have a very high need of power. The Machiavellian personality is characterized by the desire to manipulate others and acquire power in the organization. These kinds of employees are more prone to engage in some sort of political behaviors in the organization. Also individual’s high expectation of success fosters political behavior. Organizational Factors also give rise to the...
Read more

The Communications Process Models

The Communications Process Models:- Marketers should understand the fundamental elements of effective communications. Two models are useful: a macromodel and a micromodel. MACROMODEL OF THE COMMUNICATIONS PROCESS:- a macromodel with nine key factors in effective communication. Two represent the major parties— sender and receiver. Two represent the major tools—message and media. Four represent major communication functions—encoding, decoding, response, and feedback. The last element in the system is noise, random and competing messages that may interfere with the intended communication.11 Senders must know what audiences they want to reach and what responses they want to get. They must encode their messages so the target audience can decode them. They must transmit the message through media that reach the target audience and develop feedback channels to monitor the responses. The more the sender’s field of experience overlaps that of the receiver, the more effective the me...
Read more