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 .

*

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產品經理 聖經 The Bible for Product Manager

產品經理聖經 The Bible for Product Manager