產品經理聖經 The Bible for Product Manager

* The Bible forProduct Managerhttp://www.masterchat.cn

* n 1. n 2. n 3. n 4. n 5. n 6. n 7. n 8. n 9.

*Ch. 1. n1. n2. n3. n4. n5. Growth Myth n6. v.s. Synergy v.s. Focus n 7. Competitive Myopia n 8. Strategic Alliance

* n n n n , n n n n

*n Corporate Strategy n Business Strategy n Marketing Strategy n Advertising Strategy n Copy Strategy n

*2. n n n n / n

*1. 3. 2. 4. 5.

*3. n n n n n n

* (KSF)n SWOT n n n n

*SWOT My Strength Weakness Opportunity Threat

Threat

Opportunity

Weakness

Strength

WSOT

* , InboundLogisticsOperationsOutboundLogisticsMarketingSalesService

* Strategic Posturen n n n n n

* 1: n AOL & TIMER WARNER

* Strategic Matrix +

( KSF )

* 2 n n

*5. n n n n n n

*6. v.s. n 6n Artal Foods n 7n Wrigley

*7. Strategic Myopian , or ?n STARBUCKS COFFEE n FedEx n ?n n

*n , !!!

*8. Strategic Alliancen ?n n n n n

*?n , n (more than 20%)n n n n n n

*The Rationale-1: n nn n n

*The Rationale-2:

*nn n (Window + Intel = Wintel)

*The Rationale-3: n

*The Rationale-4: n

*n + n n n n n

*

// IBMYahoo +KimoMOTOROLA

+ V.S. COMPAQFORD +YahooCITY +AOL +YodlesAOL +TIME WARNER

*n n n n n n n Trust Each Other

*CH-2.

*Part-1. n 1. Market Segmenting n 2. Product Positioning

*1. n 1-1. n 1-2. n 1-3. n 1-4. n 1-5. n 1-6.

*1-1. n n n

*1-2. n Mass Marketingn T n

*1-3. n n n n

*1-4. n n n n

*1-5. n nFactor Analysis n Segmenting Variables n n

* 1 nERP

*1-6. n n n n

*2. n 2-1. n 2-2. n 2-3. n 2-4.

*2-1. n . n . n . n ,. n .

*2-2. Positioning Statement

XX /

*(a wonderful case )n To Caffeine concerned coffee drinkers, n Sanka is the brand of coffee that n Has no caffeine to upset you.

*n Frame of Reference n Point of Difference n Target Audience

* n . n .

*n : ? n .

*n :n . n . n .

*CF n n n n n n

*n n . n .

*n . n , . n .

* Benefit or Problem ?n ,.n CPU --- INTEL INSIDE n :n n

*Class Discussionn Brick & Mortar Click n Example n v.s. Amazon.com

*n /n ? n n , ?

*n n ? n /n ?

*Trade-Offn n VIAGRA

*CF n n n Head & Shoulders

*CF n n n Kitty

*n n. ,n , n , n , n

*Class Discussionn (Baby Diaper) n n n

*2-3. n . n ,:n . n .

*n . n . n . n .

*2-4. n n n n n n Corporate (Company) Namen Brand Name n Product Name

*Part-2. n 1. n 2. n 3. n 4. n 5. n 6.

*1. n, Umbrella Brand or Family Brand n Single Brand n , Private Label, Store Label n OEM Brand n OBM Brand

*2. n n , Value Segment n , Premium Segment n ( Vertical Extension) n n

*n n n n n

*3. , n Marlboro Option (April 2, 1993), 40% !!! n ,n n

*- Alt-1. , Endorser. n John Deere 2,000 . n Sears John Deere n How to do ? Sabre from John Deere. n Marriott International, n Fairfield Inn by Marriott

* , : n , Product Brand and Organizational Brand n , n . n , .

*Alt-2. , Co-Driver. . n [ ], eg, Sensor, Atra. n , Good News . n () (1994).

* Alt-3. , Driver. , Descriptor. . n , , .

*: n Mercedes Benz C , BMW 3 Lexus n C , . n n n ( Benz )

*4. n : . (, , ) n ?n !!

*- n : MI. n , Mainstream Brand, , , , . n : , , !

*- n Endorser, Driver, Descriptor, . n : ? n . ( ) n , , . n Crown Plaza from Holiday Inn

*n : Driver-Descriptor Strategy.n Reason: , , . n : , , , , , , , .

* ?n , , . n SONY .

*Class Discussion IBMn Mainframe n PC n Acquire lotus n LEXMARK Split from IBM (1991-1996) n IBMs Ambra PC (1992-1994) n Internet impact to IBM

*2 Microsoft n OS/DOS n Bundle with IBMS PC n Own Label, Own Brand n Bundle with manufacturers n Windows + Intel = Wintel n Internet Impact to MS n MSs Internet Explorer Strategy

*5. n n n n

*n n n n

*n n n AT&T n n Levis n Chanel

*n n n n

*n n Jello n Sanka n Band-Aid OK n Savlon n Yakult

*6. n (Brand Equity) , ! n , n v.s. n n Mainframe v.s. PC

* , , n n n n n

* , n n n n De Beer

*n n n n n

*n , . n (Part-2 over)

(Part-2 over)

*CH-3. AGENCY MANAGEMENT

*Ch. 3. n 1. n 2. n 3. n 4. n 5. E n 6.

*1. n n . n n , . n , .

*n n n n n n Production House

* AE n

*n . n . n , . n .

*n , ,, X .

*n . n .

*n .n : n ? n ? n ? ? n ?

*2. n . n . n . n ? n . n .

*n . n .

*3. n n , ( single-minded ). n n , .

*/To our XX

XX

*n / n n n n n

* ( )n . n . n .

* ( )n PM . n, , . n : 2 n : C n : ( ? )

*n . n . n . n .

*n Slogan n Logo n Trade mark

*n NIKE n n n n Adidas n n n Heineken

*4. n n SOM n SOV n Rating n Reach n Frequency n GRP/TGRP n CPM/CGRP

*n ( Reach ) n ( 4 ) . n ( Frequency ) n 4.

*GRPn . n GRP = R x F

*GRP 410A to J) X Home Week A B C D E F G H I J 1 X x 22 X X X X 43 X X X 34 X X X 3____________________________________ 2 1 0 1 2 0 1 4 0 1 12

*GRP 4 0 3 1 4 2 2 3 0 4 1

F=1.71 1x4+ (2x2) + (4x1) / 7 = 12/7 = 1.71Reach = 7/10 = 70GRP = R x F = 70 x 1.71 = 120

* R & F

*n n n n R&F n n n

*n n n n ? n ? n ? n ?

*5. e n e n Lets see what they are talking n (internet advertising)

*, ?n (price, line) v.s. (priceline.com)n Wine.com n Telephone.com n Bingo.com n Drugs.com n University.com n Loans.com

*1st rule: Never use n : iVillage.com v.s. Women.com

*2nd Rule: The shorter, the better.n Artsourceonline.com () n Dotcomdirectory.com () n eBusinessisbusiness.com (E) n Expressautoparts.com () n Giftcertificates.com () n Treasurechestonline.com ()

*3rd Rule: Must be Simple.n Schwab v.s. Mississippi n Coca-Cola v.s. Pepsi Cola n Autobytel.com

*4th Rule: Be Specific.n More.com n Checkout.com n Individual.com n Owners.com n YouDecide.com n This.com

*(if you want to buy a gift to your friend, which one you will choose/click:) n Send.com n Buy.com n Present.com n Gift.com

*n ? n ?

*6. n n n n n

* ?n , ( concept ) ? ( ) n ? ? n ? n ? n ? ( single-minded ) n ?

* n ? n ? n ? n ? n ? n , Do you feel it comfortable?

* n . n . n . n . n , . .

*CH-4. Customer Behavior &Marketing research

*Ch-4. 1 n

*n n n A&U n n n

*On-Line Survey

*n n n Focus Group Discussion

*n Quiz: n A=25%, B=23%, C=21%, A C

n n n

*n n n n Factor Analysis n n n n n

*n , , . n Likert Scale n , . n n .

*CH-5. TRADE PROMOTION/CONSUMER PROMOTION/DIRECT MARKETING/PUBLIC RELATION/EVENT

*Ch. 5. TP/CP/DM/PR/En 1. ? n 2. n 3. n 4. n 5. n 6.

*1. ? n n n n n

*2. Trade Promotionn n n n

*2-1. n Keep the Basics: n n n ( ) n : n n n

*n : n n

n : n n n n

*2-2. n n n n n n

*3. Consumer Pn 3-1. n ( Trial ) n ( Repeat ) n Royal n Re-Positioning n n

*3-2. n n n n n 21 ( ) n n

*3-3. n n n n

*3-4. n n n n

*3-5. Ad. +CP +Ad.+CP +TP +Ad. TP +

*4. Direct Mktgn n not mass marketing n direct mail, direct phone, face to face. n Direct Communicate with you n Direct transaction n Customer Relation Management n Customer Royal Management)

* Direct Mailn n However n 36% n n 6 n 45

*n 4 n n 930 n

*Class Discussion n Amazon.com

* 1. Crest

*5. PRn n n n n n

*6. Eventn n n n n ()n n n n n Event

* CPTPDMPR EVENTn 2

*CH-6. SALES FORECASTING

*Ch. 6. n 1. ? n 2. ? n 3. n 4. n 5. n 6. n 7.

*3. Growing or Down n n n n

* n n n n n

* n n n n

* n n n n n n PR n

*6. TrialRepeatRoyal

*Ch. 7 BUDGETING

*Ch. 7. 1. 2. 3. 4. 5. 6.

*1. Ch. 6

*CH-8. Trade marketing

*Ch-8. Trade Marketingn 1. n 2. n 3. n 4. n 5. Case Study

*1. n n Marketing: n Selling products/services well, and make fortune. n Trade Marketing: n Help the trade sell the products/services well, and, help them make fortune.n n Marketing: Mass Market n Trade Marketing:

*n n n TM n n n n n n n

*n TM ? n . n /. n ..

*2. n n n n n OEM n

n

*3. n Value Chain n n n n n n OEM n n

*3-1. n n n : n n POP n n n n . n .

*n . n .n ? n . n . n . n . n .n n . n .

*n . n . n . n . n . n - . n .

*n n Cutouts n Dump/Floor display n Ending display n Second, third display n Merchandise racks n Audiovisual display n Vertical display n Horizontal display

*3-2. n n n n n n

*3-3. n ( : KISS ) n n n n n n n n n

*n n n n n n

*n n , n n n n n ,

*n . n . n : KISS

*3-4. n n OEM n Intel n Microsoft

*Case Discussion: n COMPAQ

*4. n /n n n n n n n n

*n n n n n

*n () n / n n n n n n n POP n

*5. n . n .

*

產品經理聖經 The Bible for Product Manager

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Transcript of 產品經理聖經 The Bible for Product Manager

產品經理 聖經 The Bible for Product Manager

Documents

Transcript of 產品經理 聖經 The Bible for Product Manager

產品經理聖經 The Bible for Product Manager

Transcript of 產品經理聖經 The Bible for Product Manager