Online Course

VALUE SELLING IN PRODUCT MANAGEMENT

Transform products into value for your customers and enjoy profitable sales growth.

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  • Gain knowledge that increases your market value as a professional and opens new opportunities in the world of marketing.

  • Developed based on proven practices and marketing tools used by top FMCG companies.

  • Acquire practical skills that you can immediately apply in your daily work.

  • Step-by-step video tutorials will guide you as if you were working alongside me—conducting analyses and developing product strategy concepts.

Access from anywhere in the world

Learn at your own pace

Gain knowledge from an experienced practitioner

Use industry-leading tools

Case studies from top FMCG companies

COURSE CONTENT

  • Introduction to Product Management
  • Marketing Tools for Professional Product Management
  • What is the “Value Selling” Product Strategy?
  • How to Develop a “Value Selling” Strategy – from Product Concept to Consumer Validation
  • How to Implement the Product Strategy – from Packaging to Market Launch
  • How to Manage Products Effectively Over Time

WHAT YOU WILL LEARN

  • Product Management in Object-Oriented and Process-Oriented Approaches
  • Differences Between Brand Management and Product Management
  • Consumer/Customer Segmentation and How to Conduct It
  • Generic Needs and Product Features – What Are They?
  • Product Positioning Mapping
  • Czym jest karta pozycjonowania produktu i jak ją wypełnić

Podgląd kursu:

THIS COURSE INCLUDES:

  • Hours of On-Demand Video Content
  • Access on Mobile Devices and Smart TVs

DETAILED COURSE OUTLINE

Introduction to Product Management
  • What is a product?
  • What is product management?
  • How does product management differ from brand management?
  • Differences between a new product launch and a re-launch of an existing product
  • The role of a Product Manager
  • Typical tasks performed by a Product Manager
  • Lista najważniejszych narzędzi
  • Why do so many newly launched products fail in the market?
  • What is “Product Features Selling”?
  • What is “Product Benefits Selling”?
  • What is “Selling on Price”?
  • What is the concept of “Product Value Selling”?
  • What is the concept of “Brand Value Selling”?
  • Why is the “Value Selling” strategy more commonly used in startups than in large companies?
  • When is the “Product Value Selling” concept the only option for achieving profitable sales success?
  • What You Need to Do and Know to Develop a “Value Selling” Strategy for Your Product
  • Why Do We Need Marketing Analysis?
  • What should be analyzed when managing product marketing?
  • 4.1 Understanding the Company's Business – Product Manager Know-how #1
  • Key areas of knowledge
  • Analyzing past sales and its structure
  • Understanding internal operational processes
  • Profitability analysis of products and their price competitiveness: costs, sales prices, trade margins, consumer prices
  • 4.2 Understanding the Market – Product Manager Know-how #2
  • Sources of information on the market, product segments, and trends
  • How to estimate market size when no reports are available? Top-down vs. bottom-up approach
  • Methods for market segmentation as the foundation for portfolio strategy and product offering development
  • How to define product market segments to reflect consumer perspective?
  • Why is defining and monitoring product segments important?
  • How to analyze market data from retail audit reports?
  • 4.3 Analyzing Market Data from Retail Audit Reports
  • How to identify direct, indirect, and potential competitors?
  • Sources of information on competitive products
  • Which market KPIs should be analyzed? Market share, distribution, store presence, out-of-stock rates (OOS)
  • How to analyze product market KPIs? Two key principles
  • How to analyze competitors' communication strategies? Identifying value propositions of competing products
  • Product mapping
  • How to analyze competitors' communication strategies? Identifying value propositions of competing products
  • Market visits – why are they important
  • How to create relative competitive matrices
  • 4.4 Understanding Consumers and Their Needs – Product Manager Know-how #4
  • Consumer (buyer) vs. user vs. decision-maker
  • What is consumer insight, and how can it be identified?
  • How to develop consumer segmentation, and when should it be done?
  • What is a market niche, and when should we pay attention to it?
  • Methodologies for gathering consumer insights and needs
  • Individual consumer interviews as a source of deep consumer insights
  • When should focus group discussions (FGDs) be used?
  • Statistical studies for verifying consumer information and needs (Usage & Attitude study)
  • 5 Development of a New Product Concept and Prototype – Product Manager Know-how #5
  • What information should a new product concept (new from a market perspective) include?
  • Assumptions for product strategy – initial product positioning based on the "Value Selling" strategy
  • How to justify a new product concept proposal to gain approval for further development?
  • How to prepare a brief for the R&D department to develop a new product prototype?
  • Best vs. optimal product parameters – which strategy to choose?
  • Collaboration in prototype development, verification, and selection of the final product version.
  • How to prepare a brief for a designer or creative agency to develop packaging and communication for a new product aligned with the "Value Selling" strategy?
  • Collaboration in packaging/communication development, verification, and selection of a version for consumer testing.
  • When should consumer research be conducted?
  • Is it always necessary to use paid research from an external agency?
  • Who should be included in the research?
  • What consumer research methodologies are optimal for testing a new product concept?
  • How to write a research brief for product prototype validation?
  • How to evaluate research agency proposals? What should be considered?
  • How to prepare research materials, packaging proposals, and product prototypes?
  • Why is it valuable to participate in qualitative consumer research?
  • How to assess a research agency's report?
  • How to derive key insights from the research and their impact on product development and marketing communication?
  • Product Strategy Based on the "Value Selling" Concept
  • Defining the final assumptions for the new product parameters
  • Defining the final positioning and value proposition based on consumer research feedback
  • Choosing the sales channel strategy
  • Price positioning and recommended consumer sales prices for different sales channels
  • Profitability calculation based on the final product specifications
  • Marketing communication and promotional strategy for the new product
  • 6 Packaging & Marketing Communication as a Key Element of Product Strategy Execution
  • Packaging/marketing communication can determine a product's market success or failure
  • Designing packaging communication – consumer perception before graphic aesthetics
  • The trap of broad interpretation of product positioning – what it is and how to avoid it?
  • Principles of effective product strategy communication on packaging
  • One product positioning, multiple packaging/marketing communication versions – how to choose the final one?
  • Verification of the final product strategy – quantitative (statistical) research
  • When should quantitative research be conducted to validate the final strategy of a new or repositioned product?
  • Statistical methodologies for verifying the final product prototype and its strategy
  • How to conduct low-cost research on the impact of packaging/marketing communication and pricing options on consumer purchasing preferences?
  • How to create a "business case" to estimate the return on investment (ROI) for a new product?
  • What should a well-structured business case for a new product include?
  • Bottom-up method for building a business case for a new product
  • Comparative method
  • Top-down method
  • Method based on results from quantitative research verifying the new product strategy
  • How to present the product strategy and business case to obtain implementation approval?
  • Commercialization of a new product
  • What actions are involved in the commercialization process of a new product?
  • What should a marketing plan for launching a new product include?
  • How to define marketing and sales objectives for a new product?
  • How to create a matrix for the communication and promotion strategy of a new product?
  • How to develop a master plan for marketing and sales activities?
  • How to prepare a marketing budget covering planned marketing and sales activities?
  • How to monitor results after launching a new product?
  • 7. Product Life Cycles
  • What is a product life cycle?
  • Different product categories have different life cycles.
  • How to determine the average product life cycle in your managed product category?
  • Which KPIs should be used to effectively measure product performance?
  • When should you consider withdrawing a product from the market?
  • When should you consider a product relaunch?
  • When should you consider product repositioning?
  • The Product Manager That Today’s Businesses Need
  • What hard and soft skills are essential to succeed as a Product Manager?
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VALUE SELLING IN PRODUCT MANAGEMENT