PRODUCT MANAGEMENT

UNIT I. THE STRATEGIC ELEMENTS OF PRODUCT DEVELOPMENT

PRETEST

Memory Recall
Direction: Choose the word/concept that associate to the statement given below. Write your answer on the space
provided.

Product Features Adaptive Product Concept Testing

Management
Product Manager Bootlegging Imitation or Features
Emulation
Product Product Launch Product Portfolio Product Dept.
Concept Test Marketing Creativity Product Design
Product
Development
Product Corporate Image Product Platform New Product
Committee Planning Manager
Product Line Director, Product Product Design
Management

1.Product Manager He is in-charge in evaluating and making recommendations on all aspects of a company's product
through the entire life cycle.

2.New Product Manager The organizational structure within a business that manages the development marketing
and sales of a product or sets of product through out its life cycle.

3.ProductDevelopment This department is tasked of generating and screening new ideas, working without R& D
Department, and carrying out field testing and commercialization.

4.Product Portfolio Features and characteristics of a saleable good which determine its desirability which can be
controlled by a manufacturer to meet certain basic requirements.

5.Product Launch The debut of a product into the market which signifies the point at which customers first have
access to a new product.

6.Augmented Product A product that is built around the core and actual products by offering additional consumer
services and benefits.

7.Convenience Product A consumer product that the customer usually buys frequently, immediately and with a
minimum of comparison and buying effort.

8. Product Design A major tool companies use to make themselves to various publics.

9 Features A competitive tool for differentiating the company's product form competitor's products.

10.Creativity A method of generating ideas that allow employees to work on proje personal interest whether or not,
those projects directly benefit the company.

11. Product Concept A detailed version of the new product idea stated in mear. customer terms.
12.Product Development A strategy for company growth by offering modified or new products to current market
segment.

13.Test Marketing This Test Marketing approach can be way costly and they take as long as three years.

14.Concept Testing A test conducted during the product development to make sure that the product perform safely
and effectively.

15.Product Line The stage of product development at which the product and marketing program are introduced in
the market.

Learning Activity:

1. Conduct internet research on different brands and position these into a grid showing brand evolution
trajectory.
2. Collect advertisement of specific brands and study their communications to find out positions they intend to
occupy.
3. Find out at least 5 brands involve in some controversy and find out its impact on brand equity.

4. Research Analysis.
Directions: Search in the internet the manufacturers of your choice (at least 4 manufacturers) and list their different
product. Follow the assigned format. Submit your work in the google class on or before the date as reflected in your
study schedule.
Name of Manufacturer’s Manufacturer’s
Manufacturers Product Services Requirements
Mftr. 1 Go Nutrients • Product • 5+ years -
Marc Gregory G. Mercado Manufacturing Inc. Development Experience
• Layout and Design • To provide Good
• Free Delivery Communication
• Marketing Support
• FDA Assistance
• Toll Packaging
Mftr. 2 MSCS Prime Goods Inc. • Free Delivery • Trustworthy
Russil M. • Product • 2 years -
Development Experience
• Marketing Support • Good Verbal and
Written
Communication
Skills
Mftr. 3 Southcare Cosmetics • Layout Design • Export Worldwide
Maricor Monton Flores Manufacturing • Good Distribution • Professional TAF
• Product Laboratory
Development • 30+ years-
Experience
Mftr. 4 Nation Manufacturing • FDA Assistance • To provide good
Juan P. Carvajal Industrial Products • Free Delivery services
Corporation • Product • 20+ years-
Development Experience
• Professional
• Good
Communication
Skill
ASSESSMENT

(1) Work Projects:

Product Taste Test

Direction: Purchase at least 3 different types of juices. Let your classmates taste your products and let them
identify what is the brands of the said juice. Take a tally of those students who tried to drink the juice. Tally
the result as to what product is the students prefer.

The juice that I prepared with my classmate is lemon juice because it can helps people to maintain a good body and
also stronger healthy life style because having this can destroy some of the disease in your body because it can give a
healthy body and also good strength always and more power in your body. This juice somebody like because it giving
a some energy and nutrients to our body.

(2) Written Questions:

1)What type of product and services that the manufacturers offer to their customers?

Answer. Fruit juice product that I offer to the customer because it gives more benefits to health and also it give a
healthy life style and stronger body everyday. In service I will give Free delivery, Good Services, Product Development
having a good services can give successful business in every business.

2)Are these products and services helpful to the general public?

Answer. Yes, because this product can helps everybody for More stronger our body because it gives more vitamins to
our healthy lifestyle in everyday having this is more Strong and healthy body because we drink a good product to gain
a healthy body always. Fruit juice can helps everyone to move forward and to being confident to our body because it's
gives more beauty to our body and smooth body in every people that we taste this.

3)Which of the manufacturers is mere attractive to customers when it comes to products and services? Why?

Answer: The more attractive to the customer when it comes to products and services first is the high quality of the
product because as a customer you need first to observe what quality it is because some of the reason why people
need to ask what quality it is or what branch it is because we observe first if this product was good or not. For the
services also you observe first how to treat you as a customer because some people wants you treat in a good way
she always come back in your company because you treat her a good way because services is the way to grow your
company or business what because some people see what your services.