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

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

Main Factors Contributing To Political Behaviour

Main Factors Contributing To Political Behaviour  Main factors contribute to political behavior in the organizations. Some of them can be described as follows: Lust for power - People want to acquire and enhance power so that they can influence other people around them. Discretionary power – Certain positions in the organization have discretionary powers that can be used in case of emergency. Such power rests in the hands of the position holder. That is why people indulge themselves in politics to grab such kinds of position. Scarce resources – Some resources in the organizations are scarce. Any person who has the control over the allocation of such limited resources enjoys more power. Organizational changes – Changes in organization keep taking place. Whenever there is a rearrangement of organizational policies, people in powerful position try to take advantage and avail the opportunity to play political games to suit their interest. Moving up in organization hierarchy -...
Read more