product management essay

81 Product Management Essay Topic Ideas & Examples

🏆 best product management topic ideas & essay examples, ⭐ simple & easy product management essay titles, 🥇 most interesting product management topics to write about, ✅ good essay topics on product management.

Nestle: Production and Operations Management Analysis Report In a bid to save the environment, the company has endeavored in recycling of waste materials and packaging. Nestle company has left a significant mark in food and nutrition sector, hence becoming very competitive in […]
EOQ in Production and Operations Management The EOQ model is developed to minimize the company’s total costs in relation to the order, including the complex of inventory holding costs and the ordering or setup costs. We will write a custom essay specifically for you by our professional experts 808 writers online Learn More
The Impact of Personality on Organizational Productivity and Change Management The personality traits of employees and the management team are important in determining the course of change. The personality of employees and the management team may be a positive influence to the process of change […]
OGX Beauty Product Launch Project Management The project scope includes launching the new product, identifying the key stakeholders, project exclusion, project scheduling, project constraints: cost and time, and recognizing the project risks.
Production and Operations Management (POM) The flexibility enables the firm to adapt its production system to the quality and design expectations of the customers. This production method allowed the firm to produce the right quantity and quality of furniture.
Product and Innovation Management of Nokia Since 2013, Nokia Corporation has been radical in its innovation that has resulted in the development of the Nokia Lumia 435, Nokia Lumia 730, Nokia Lumia 535, Nokia Lumia 620, Nokia Lumia 830, Nokia Lumia […]
Consolidated Products Managers’ Leadership Styles The leader determines the focus of the work of the entire team, interacts with personnel, affects the psychological climate and other aspects of the work environment.
Production & Quality Management: IDT Australia Ltd The objectives of the study include: To establish quality management process and the vital quality management activities in organizations To elaborate the concept of standards, assurance and control to organization quality management To explain organizations […]
Home Style Cookies Production Management This is because manual packaging enables selection of quality cookies and separation of the broken cookies. The company’s obligation to community is to ensure that the environment is not polluted in any manner by its […]
Nespresso Products: Strategic Management In the case of Nespresso, its main advantage is built on the quality of the good and service, which is valuable, and the scale of Nestle production, which is difficult to imitate.
Production and Operation Management of Viverra Motors Operations management is the coordination of the activities of the different departments in an organization to provide a certain service using the available resources efficiently and effectively.
Effective Production Costs Management Practices In this case, the profit from the outsourced production will flow back to the place of innovation to compensate for associated expenses. Therefore, in the short-term production costs management, a good practice would be to […]
Google: Product Manager – Los Angeles The collaborative work in Product Management is one of the top reasons for which Google brings innovative products improving access to the world’s information.
IPad Product and Apple’s Project Management The iPad’s project management reveals how the attention to the details and high level of requirements helped a company build a revolutionary product.
Creative Problem Solving in Production Management The most important thing for organizations in solving production failures is the adoption of an effective problem-solving approach. When will the production problem occur?
Forecasting in Production and Operations Management The forecast process includes the gathering of related data. The perspectives include the reasons for conducting the forecast, choice of forecast methods, and preferred forecast questions.
Production & Organization Management in a Refinancing Organization Unfortunately, there have been a lot of complaints by customers at this lending bank that their loan application process is slow, and that the bank requires the customers to fill a lot of paperwork in […]
Productivity in Business Management and Leadership In order to succeed it is necessary to take into account all reasons for the failure and try to re-structure the department in such a way so that it fitted both the profile of the […]
Valley Manufacturing Co.: Logistics and Production Management The essence of this production policy lies in the cutting of excessive materials supply, equipment, and labor force expenses for the purpose of the increase in the efficiency of the remaining parts of those components.
Halal Cosmetic Products: Innovation Management Finally, the company has to transparently state its commitment to halal cosmetics in order to attract the attention of customers and enter the competition.
Challenges in the Productions Management Moreover, as the project indicates, the recent focus on environmentalism and sustainability has led to the creation of the lean production framework, which provides an array of tools for reducing time, resources, and especially the […]
Worry Gone Company’s Product Management Forrest Thompson will serve as the President of the company and will be in charge of the development of the product.
Johnson Company: Inventory and Production Management It may have a negative impact on short-term profits; however, in a long-term perspective, it will help to overcome the crisis and align the efficient functioning of the company by providing sources for the development […]
Central World Products Plc. Management The strategic assessment will be used to provide the management of Central World with analysis and guidance on the best alternatives available to help the company to start trading again.
The Philip Morris Heat Stick Product Management Based on the work of Branston and Sweanor, it was noted that the popularity of e-cigarettes was, in part, due to a lack of sufficient legislation and regulation.
Tomato and Potatoes Production Management in Algeria The non-profit organization is an appendage of the United Nations with the vision of accomplishing nourishment adequacy and diminishing the neediness levels.
Saint Vincent Hospital’s Product Lifecycle Management It is necessary to ensure the innovation of products and services to stay competitive, which explains the value of the topic to a company, and PLC monitoring can be used to this end.
The Top 12 Product Management Mistakes – And How to Avoid Them Customer and product requirements: engineers have to identify the quality of products considering the needs of customers, not their own ideas.
Using Teams in Production and Operations Management As far as its business is concerned, the company operates a franchise system that has proved to be successful in the markets that it has a presence.
The Production of Beef: Quality Control, Inventory Management, Production Service Design The first characteristic that will indicate the level of quality in the cattle is the muscle and bone ratio of the cow.
Production Management – Engineer’s Point of View The company has established numerous strategies to pursue its Global mission, these include: Commitment to quality Respect for planet Constant innovation The company has utilized these strategies with a view to reaching its mission statement.
Brand and Product Management: Ireland and Italy Properly designed brand strategy for product management of Ireland and Italy as ideal tourism destinations facilitated the success and sustainability in restoring confidence in the industries by the end of the year 2012.
Production and Operations Management – The Alliance Between QANTAS and Emirates Airlines Scope Specifically, the paper offers: My advice concerning risk and rewards of the Qantas-Emirates Alliance Operations management implications for the Qantas-Emirates Alliance My advice concerning the future of the Qantas-Emirates Alliance Recommendations concerning the way […]
Product Innovation and Management The first theory that best describes the success of the Intel Corporation and its success story in the development and marketing of the Intel Core I 7-5000 series processor is the 4Cs marketing theory.
Product Manager in Mexico and the U.S. As such, it is the responsibility of the product manager to ensure that the type of product that is being sold in each individual location conforms to the flavors that local consumers enjoy.
Product Management: Brand or Product Quality for Customers The generalized products are prone to many market risks, which may thwart the market share expansion of the product or service within a short period of time.though is anticipated that most of the luxurious good […]
Brand and Product Management The quicker the brand awareness is executed for FMCGs, the higher the chances of the goods of a firm to attain significant sales in the market.
Production Management: Inventory Policies and Planning Fluctuation stocks are also common in a retail business and are held to help mitigate the shocks that arise from unpredictable variations in the part of customers demand.
The Role of Production Management in Company Both the x-bar and Range charts are compared with the control limits in order to ascertain the predictability and the stability of the process.
Lean Product Management: Continuous Improvement The other on-going study for the expansion of lean project management and lean construction is the production of high value material goods.
Product Development Management For any manufacturing industry to make any meaningful success in the competitive market, proper management of the new product development process, is a must to ensure the correct products are rolled to the market at […]
Mobile Printer Product Management Plan
Product Management and Knowledge Management
High Tech Product Management Analysis
Product Life Cycle Management in the Textile Industry
Launching Krispy Natural: Cracking the Product Management Code
Brand Product Management for Mobile Phones
Teaching Material for Production Management
Dala Foods Nigeria Limited: Effective Product Development and Management in Nigeria
Multiple Criteria Decision Support System for Production Management
Environmental Uncertainty and Organizational Structure: A Product Management Perspective
Target Marketing Product Management and Issues in Marketing
Manufacturing Process and Production Management Marketing
New Product Development and Project Management Issues
Product Management and Critical Thinking Case
Google Innovation and New Product Management
How Lego Overcome Its Production Issue Through Supply Chain Management
Chrysler Operating System’s Production Management Philosophies
Product Design and Efficient Management of Recycling and Waste Treatment
How Production Management Helps in Establishing a New Business
Automotive Industry and Product Change Management
Simultaneous Production and Capacity Management Under Stochastic Demand for Perishable Goods
International Event Production Operations Management
WASP Barcoding System for Inventory and Product Management
Product Development and Product Life Cycle Management
Production and Operations Management: The Impact of Technology
Relationships Between Market Price Signals and Production Management
Technology’s Impact on Operations and Production Management
Best Product Management Model Overview
Product Management Case Study: Computer Sales Simulation
Lawson Fashion Product Lifecycle Management
Forevergreen Product Management Launch Plan
Production and Inventory Management With Substitutions
Core Software Product Management Activities
Financial Product Management Project
National Cranberry Cooperative Productions Operations Management
Engineering Models for Fuel Cell Production Management
Distinguish Between Production Management and Production Engineering
Innovation and Product Management Relations
Product Portfolio Management: Current Challenges and Preconditions
Chicago (A-D)
Chicago (N-B)

IvyPanda. (2024, March 2). 81 Product Management Essay Topic Ideas & Examples. https://ivypanda.com/essays/topic/product-management-essay-topics/

"81 Product Management Essay Topic Ideas & Examples." IvyPanda , 2 Mar. 2024, ivypanda.com/essays/topic/product-management-essay-topics/.

IvyPanda . (2024) '81 Product Management Essay Topic Ideas & Examples'. 2 March.

IvyPanda . 2024. "81 Product Management Essay Topic Ideas & Examples." March 2, 2024. https://ivypanda.com/essays/topic/product-management-essay-topics/.

1. IvyPanda . "81 Product Management Essay Topic Ideas & Examples." March 2, 2024. https://ivypanda.com/essays/topic/product-management-essay-topics/.

Bibliography

IvyPanda . "81 Product Management Essay Topic Ideas & Examples." March 2, 2024. https://ivypanda.com/essays/topic/product-management-essay-topics/.

Market Research Titles
Open Innovation Titles
Marketing Segmentation Questions
Operations Strategy Titles
Managerial Accounting Research Ideas
Research and Development Essay Topics
Risk Assessment Questions
Talent Management Questions
Software Engineering Topics
Teamwork Research Ideas
Information Management Paper Topics
Time Management Essay Titles
Target Market Topics
Market Segmentation Titles
Product Development Essay Titles

SUGGESTED TOPICS
The Magazine
Newsletters
Managing Yourself
Managing Teams
Work-life Balance
The Big Idea
Data & Visuals
Reading Lists
Case Selections
HBR Learning
Topic Feeds
Account Settings
Email Preferences

Product management

Business management
Business communication
Collaboration and teams
Corporate communications
Corporate governance

Industrial Pricing to Meet Customer Needs

Benson P. Shapiro
Barbara Bund Jackson
From the November 1978 Issue

Coming Next Week: The New HBR.org

Eric Hellweg
December 10, 2009

House of Quality

John R. Hauser
Don Clausing
From the May 1988 Issue

Making Money Through Marketing

From the July 1979 Issue

Beware the Pitfalls of Global Marketing

Kamran Kashani
From the September–October 1989 Issue

Protect Your Product's Look and Feel from Imitators

Betsy D. Gelb
Partha Krishnamurthy
From the October 2008 Issue

How to Make Sure Your Book Gets Read

Dorie Clark
May 06, 2019

5 Ways to Design Products Customers Love

Dorothy Leonard
November 08, 2017

Does Crowdsourcing Need a Cash Prize to Work?

Oguz A. Acar
Dirk Deichmann
April 22, 2019

Choosing the Right Platform for Your Brand

Ayelet Israeli
Leonard A. Schlesinger
Matt Higgins
Sabir Semerkant
Julian R.K. Wichmann
Nico Wiegand
Werner J. Reinartz
Thomas S. Robertson
September 01, 2022

Big Shoes to Fill (HBR Case Study and Commentary)

Michael Beer
Robert A. Eckert
Steven F. Dichter
Patrick J. Canavan
Kerry Sulkowicz
From the May 2006 Issue

Shrinking Fast and Smart in the Defense Industry

Jerrold T. Lundquist
From the November–December 1992 Issue

What's Your Best Innovation Bet?

Melissa A. Schilling
From the July–August 2017 Issue

New Product Narcissism

Maxwell Wessel
October 17, 2012

Link Manufacturing Process and Product Life Cycles

Robert H. Hayes
Steven C. Wheelwright
From the January 1979 Issue

“Businesses Exist to Deliver Value to Society.”

Adi Ignatius
From the March–April 2018 Issue

New Ventures for Corporate Growth

Edward B. Roberts
From the July 1980 Issue

Quality Circles After the Fad

Edward E. Lawler III
Susan A. Mohrman
From the January 1985 Issue

Health Care Providers Can Use Design Thinking to Improve Patient Experiences

Sharon H Kim
Christopher G Myers
August 31, 2017

Making Mass Customization Work

B. Joseph Pine II
Bart Victor
Andrew C. Boynton
From the September–October 1993 Issue

Forecasting the Adoption of E-Books

Peter Wickersham
May 03, 2005

Customer Visits for Entrepreneurs

Frank V. Cespedes
November 30, 2011

Nanxi Liu: Finding the Keys to Sales Success at Enplug

Paul Orlando
Megan Strawther
October 12, 2016

Airbus A3XX: Developing the World's Largest Commercial Jet (B)

Benjamin C. Esty
Michael Kane
May 18, 2001

Local Motors: Designed by the Crowd, Built by the Customer

Michael I. Norton
Jeremy B. Dann
February 19, 2010

Bush Boake Allen

Stefan Thomke
Ashok Nimgade
November 06, 2000

Forbidden City: Launching a Craft Beer in China

Christopher A. Bartlett
Carole Carlson
March 26, 2020

Predicting Consumer Tastes with Big Data at Gap

May 30, 2017

Eli Lilly and Co.: Manufacturing Process Technology Strategy--1991

Gary P. Pisano
Jonathan West
December 09, 1991

Agero: Enhancing Capabilities for Customers

Robert Simons
Natalie Kindred
February 21, 2013
August 13, 2009

Brazil's Enigma: Sustaining Long-Term Growth

Laura Alfaro
Hilary White
Haviland Sheldahl-Thomason
October 02, 2012

Production Processes

Michael W. Toffel
September 05, 2017

Who Is the Fairest of Them All? Choosing a Leader at Deronde International

Nitin Nohria
Martha Lee Spaulding
May 28, 2009

Samsung Electronics: Innovation and Design Strategy

Ali Farhoomand
Vishwanath Desai
April 01, 2009

Chase Sapphire: Creating a Millennial Cult Brand

Shelle Santana
Christine Snively
September 28, 2017

Costa Coffee (B): Project Marlow

Julian Birkinshaw
Eric Achtmann
September 01, 2013

Eli Lilly and Co.: Drug Development Strategy (B)

December 11, 1997

Intuit: Turbo Tax PersonalPro - A Tale of Two Entrepreneurs

Shikhar Ghosh
Joseph B. Fuller
Michael Roberts
September 25, 2015

My Robot Gets Me: How Social Design Can Make New Products More Human

Carla Diana
March 30, 2021

1. "How Can Great Firms Fail? Insights from the Hard Disk Drive Industry" from The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail

Clayton M. Christensen
January 05, 2016

Indigo Agriculture: Harnessing Nature, PowerPoint Slides

James Barnett
February 27, 2020

The Art of Product Management

Why and how to develop the essential human skills.

By Ken Norton

8 min read • Apr 4, 2022

MOST POPULAR

Executive Coaching for Product Leaders with Ken Norton

Get a product-minded executive coach in your corner to unlock your full capacities as a leader

In a previous newsletter , I reflected on my career in product management and shared some lessons I’d learned. One section, in particular, seemed to generate the most responses:

In product management, there’s an art and a science. The “art” gets dismissed as soft skills. When PMs fail, it’s usually because of “The Art.” The most important thing you can do early in your career is grow these skills. Don’t let them be dismissed as “soft skills,” don’t get lured by the promise of tactics and techniques: they’re essential, but the craft depends more on the art over the long term.

I want to explore “The Art” further today. My hope with this essay is that we can all begin to appreciate how critical these so-called soft skills—or rather, “human skills”—are to product management.

(I’m certainly not the first to point this out. Folks like Petra Wille , Kate Leto , Teresa Torres , and Lisa Zane have explored this. It’s just that all that other “Science-y” stuff—the frameworks, models, tools, threads 🧵👇, and methodologies—suck up so much of the oxygen in the PM community.)

Allow me to head off a response I’m sure to receive: “This applies to anyone. None of this is specific to product managers.” Yes, that’s exactly right! And it’s precisely why they’re often overlooked and matter so much. Anyone will benefit from building these muscles. But they are crucial for success in product management.

The skills that comprise “The Art” primarily fall into six purpose areas. Let’s call them “The Six C’s:”

Communication: the ability to connect and share with other people
Collaboration: the ability to work with other people and support their ability to work with each other
Creativity: the ability to transcend the traditional and concoct something new
Critical thinking: the ability to analyze, evaluate, and form an objective judgment
Curiosity: the ability to form a strong desire to know what is unknown
Consciousness: the ability to develop the inner strength to navigate, cope, and grow

Communication

A first-time PM on my team once complained, “I feel like all I do is talk to people, saying the same things over and over. When do I get to do real work?” Communication is the work.

Listening: Active listening leads to understanding, but few do it well. It takes practice and self-management to really, truly listen. You’ll learn a lot from Ximena Vengoechea’s book Listen Like You Mean It .
Writing: Mastering the written form is becoming even more essential for product managers than when I began my career. More companies are following in the footsteps of Amazon and Stripe and becoming document-first cultures. No matter where you work, you’ll need to be a concise, clear, compelling writer. There are many marvelous books to enjoy here, but Stephen King’s On Writing is my favorite.
Persuasion: Whether it’s evangelizing the solution you and your team decided upon or convincing another team to make necessary prioritization changes, you’ll need to exercise your persuasion skills constantly. Fortunately, Aristotle taught us how to do this more than 2,000 years ago.
Influence: As a product manager, people might look to you for direction—and they’re trusting that you’ll know what’s best. But you’re not usually the boss, so influence must be earned. Read the classic Influence Without Authority .
Saying no: Product managers want to be helpful and are easily distracted by interesting, new things. Saying no doesn’t come with the backing of formal authority, and saying no to customers (and sometimes their money!) can be intimidating. But learning to say no assertively and gracefully is one of the most important skills a product manager can uncover, especially early in their career. My choice here is William Ury’s celebrated The Power of a Positive No .
Storytelling: The best storytellers know how to captivate their audience and evoke emotions. You’ll learn more about great storytelling from reading fiction, reading comic books, or watching films than from any book on business presentations. Check out Pixar Storytelling or Pixar’s 22 rules .
Empathy: Putting yourself in the place of another human being and seeing the world through their eyes allows us to build better products and create more inclusive, happier, and nurturing environments. Check out the definitive Nonviolent Communication . Oh, and read fiction .

Collaboration

Being a part of a team builds on many skills we learned in kindergarten—sharing, saying please, and cooperating. But collaboration is more than that. As leaders, collaboration is not only about our ability to play well with others; it’s about building and supporting an environment that values and encourages teamwork.

Team-building: As a PM, you’re part coach, motivational speaker, therapist, and mediator, bringing disparate parts together. See what you can learn about team-building from jazz great Miles Davis in my talk, Please Make Yourself Uncomfortable .
Facilitation: Shaping and guiding the process for how a group of people work toward goals and accomplish what they set out to do requires a gentle but assertive touch. Or, as my friend Matt LeMay puts it, “The tactics of how to get ten people on a Zoom call to somehow make a decision together.”
Giving and receiving feedback: In the spirit of growth, product managers should be quick to give—and accept—feedback. Not everyone can do this well, and sadly, it’s easy to do it poorly. I recommend the classic book, Thanks For The Feedback .
Promoting psychological safety: If we want our teams to share bold ideas or challenge popular thinking, they must know they have a safe environment. Everyone can contribute to this, but as leaders bridging multiple teams and perspectives, we have a special obligation to foster psychological safety. I recommend anything by Amy Edmondson and Tom Geraghty’s fantastic newsletter and toolkits .
Dealing with difficult people and situations: Difficult people and situations warrant action and response on our part, especially when you’re called upon to intervene on behalf of your team. Check out Difficult Conversations: How To Discuss What Matters Most from the Harvard Negotiation Project.

Creativity will help you solve customer problems, outmaneuver your competitors, and see around corners. Determining the right solution—which isn’t necessarily the fastest, cheapest, or least complex—requires creative thinking.

Taste: There are intangibles and great nuance to understanding how your customers will accept the products your team delivers. Sometimes your sense of taste and beauty will need to be your guide. Ancient philosophers were on top of this as well .
Product sense: A recent survey indicated that product sense—what I’ve called “product spidey-sense”—may be one of the most critical skills a product manager must perfect. It builds on taste, intuition, and empathy. Jules Walter penned an in-depth exploration .
Seeing patterns: Sometimes, a product manager’s most important contribution is just… noticing. You may find inspiration in entirely unrelated industries or situations because you can identify the patterns and how they may play out for your specific product. Some of the most brilliant innovations in history came from connecting one field to another .
Dreaming: The best products in 10-20 years will look very different from how we might imagine them today. Know when to suspend disbelief and let go of the implementation details. I’ve written about this in 10x Not 10% and Ants and Aliens .

Critical thinking

What does it mean to be a critical thinker? For product managers, it’s the ability to analyze facts, synthesize, draw inferences, and solve problems.

Truth-seeking: Much has been written about the observational, logical, analytical, and synthesizing aspects of critical thinking, but one overriding motivation brings them together: the persistent pursuit of the truth. Product managers must be relentless about truth-seeking, whether it’s when uncovering customer problems, analyzing data, or getting to the bottom of a bug.
Probability and statistics: Product managers need to understand statistics, probability, and uncertainty. I recommend decision scientist and poker champion Annie Duke’s Thinking in Bets .
Interpreting patterns: You’ll be able to draw conclusions by synthesizing the patterns you recognize, even when they may not be completely obvious to most.
Daring to be wrong: Product managers must be bold enough to present solutions that might not work. But if they do, they have the potential to be industry-changing. This skill requires not being overly attached to your ideas or approaches. Having the humility to let go of needing to be right.
Understanding bias: Product managers need to understand cognitive biases and account for them, especially when they’re our own. Confirmation bias, outcome bias, and the sunk cost fallacy are common PM afflictions. Thinking, Fast and Slow by Daniel Kahneman.

Product managers understand that there are many layers underlying customer decisions and behaviors. Curiosity motivates us to keep digging in —and getting to the “why.”

Awe and wonder: Think of a moment when you were taken back in awe? Maybe it was the first time you grappled with the size of the universe or experienced an incredible feat of human athletic achievement. Harness that emotion and pour it into your products. It’s good for you .
Openness to new ideas: Being open-minded to new ways of thinking—from any source—is an essential product management skill. What can I learn from this? What does the team know today that we didn’t know yesterday? What is still unknown?
Championing diversity and inclusion: Your team members, customers, and users will represent countless ethnic, gender, socioeconomic, and other groups. If we want to build winning products for everyone in the world we need to lean into our curiosity. That can help us to learn, listen, admit our mistakes, and grow. I’ve been enjoying Ruchika Tulshyan’s new book, Inclusion on Purpose .
Daring to be wrong: You’re not always going to be correct. You and your team will make mistakes, and you must be willing to do so. As I write this, I’m looking at a framed print by my pal Mike Monteiro with this phrase: “ Let’s Make Better Mistakes Tomorrow .” I can’t imagine a more appropriate product management tagline.

Consciousness

This is the big one. Consciousness is all about being rather than doing. It’s the self-awareness to understand who you must be to endure the bumps and bruises along the way and grow stronger as a result. The resilience to build a career you love and to avoid burnout. Mind, body, and heart—the whole person. Invest in yourself with therapy, coaching, fitness, wellness, and mindfulness.

Emotional intelligence (EQ): Some might argue this is the most crucial product management skill. There was a time when feeling your feelings was considered a sign of weakness, and talking from the head was the only acceptable way to operate. Now we know that EQ is just as important as IQ, or even more so. Daniel Goleman’s Emotional Intelligence is the gold standard, but I also highly recommend The 15 Commitments of Conscious Leadership .
Balance, mental health, and wellness: The day-to-day life of a product manager can be exhausting. You’ll take care of your products and teams, but be sure to take care of yourself, too. Create space for friends, family, hobbies, music, and other activities that bring you joy. Staying healthy, exercising, and practicing mindfulness will help you achieve the inner strength to be present.
Sense of purpose: Find your purpose and let it fuel you. Put it into words: What is the impact you want to have on the world, and what is it that you uniquely offer?
Dealing with the inner critic: We all have self-sabotaging inner “voices” that work to hold us back. Sometimes called the inner critic, the judge, or saboteur, these forces can produce feelings of shame, anxiety, incompetence, and failure and contribute to imposter phenomenon. These voices never go away—after all, it’s neuroscience—but we can train ourselves to cope with and even control our saboteurs. For more on this, check out Chatter by psychologist Ethan Kross.
Understanding your values: Find work in line with your values, as it will only motivate you to be an even better product manager. Values are who we are, but they’re often not front and center in our lives. They might be suppressed or neglected. Learning to connect with your values and letting them guide you through difficult decisions will help you lead a life of resonance and fulfillment. Brené Brown has excellent resources for exploring your values, including exercises on her website and an entire chapter in her book Dare to Lead .

I’m confident I’ve overlooked many vital skills. And there’s a great deal of ambiguity: That’s why I depicted the purpose areas as overlapping circles. Many skills fit under several practice areas. The Six C’s amplify and reinforce each other. They’re squishy, subjective, and open to a million different interpretations.

It is art, after all.

Originally Published: April 4, 2022

Ken Norton is an executive coach who works with product leaders. He spent more than 14 years at Google where he built products used by more than 3 billion people.

How to Hire a Product Manager: the Classic Essay

The classic essay that defined the product manager role

What is product management? What makes a great product manager, and how do you become one? This is Ken Norton's classic essay on the role of product management that launched thousands of PM careers.

10x Not 10%: Bold Product Strategy and Vision

Product management by orders of magnitude

In this ambitious essay, Ken Norton looks at the history of innovation and challenges product managers and product leaders to think bigger, to aim for 10x, not 10%.

Please Make Yourself Uncomfortable: Jazz and PMs

What product managers can learn from jazz musicians

What can product managers and product leaders learn from jazz, an art form that is all about improvisation, collaboration, and being willing to take risks?

Best Books for Product Managers [2024]

Essential product management reading

Ken Norton shares his recommended books for product managers. The best books on product leadership, innovation, management, shipping winning products, and design thinking.

Building Products at Stripe

Go deep, move fast, and build multi-decade abstractions

What is Stripe's product culture like? Interview with a Stripe product leader demonstrate an embrace of going deep, moving fast, and maintaining a multi-decade perspective.

It’s Time to Fight for a Dual Product Management Career Path

Companies should embrace multitrack job ladders for product managers who prefer product leadership to people management

Companies should embrace multitrack job ladders for product managers who prefer product leadership to people management. A concrete proposal with sample career track is included.

Ants & Aliens: Long-Term Product Vision & Strategy

Why you need a thirty-year product vision (yes, thirty)

How do you plan for the future and deliver an innovative and compelling product vision that will inspire your team to deliver winning products?

Building Products at Airbnb

Snow White, storytelling, and a relentless focus on experiences

What is Airbnb's product culture like? Interviews with Airbnb PMs demonstrate an embrace of Snow White, storytelling, and a relentless focus on experiences.

Your Article Library

Product management: essay on product management (621 words).

ADVERTISEMENTS:

Essay on Product Management!

Product and market are two essentials of successful marketing. If marketing can bring together products and markets in such a way that product and consumer demands are perfectly correlated, there is no reason why marketing cannot be successful.

Both are equally important. If the product is sound and easily acceptable to the market, if it satisfies reseller’s needs and consumer preferences and is carefully filled to the needs and desires of the customers, sales success is assured.

A right product is bound to reduce considerably the problems of pricing, promotion and distribution. Thomas pointed out that the product offering of a company ultimately determines the nature of the business and the marketplace perception of the business. In this sense, it is the core of marketing management function and hence product management is or should be the principal preoccupation of marketing managers.

A Product is anything that satisfies a need or wants and can be offered in an exchange. To understand product, let us first discuss about needs, wants and demands.

Need describes basic human requirements such as food, air, water, clothing or shelter. These needs become wants when they are directed to specific objects that satisfy the need. Demands are the wants for specific products backed by an ability to pay. We will discuss these concepts with examples.

As has been mentioned, food is one type of need. But wants are different for different people in different society. Bengalis want maccher jhol-bhat (rice and fish curry), South Indians want idli-dhosa (rice cakes) and Punjabis want makke ki roti and sarso da saag (maize chapatti and cooked mustard leaves) when they are hungry.

Demands are the wants that the people can afford to. Hence although tiger prawn is very much a Bengali’s want, but many cannot afford it. Hence, we cannot say that there is demand for prawn. You may want to be proud owner of Mercedes or Ferrari; but if you cannot afford it, you want cannot be termed as demand.

Abbott emphasised that what people really desire are not the products but satisfying experiences. This view was expanded by Levitt who argued that products need to be seen in terms of the benefits they provide rather than the functions they perform. Hence when drills are sold, customers basically do not want drill, but the hole that can be dug by the drill.

When a consumer buys a product, s/he is purchasing the total product, which includes everything that adds value to the seller’s offering. The product is not mere a matter or a group of matter assembled together. People associate meaning with products and they derive satisfaction by using the product. The product has a total personality, which is made up by the packaging, the brand name, the price, the label etc. For a marketer the total offering is the real tool in the hands of the marketer.

According to Theodore Levitt in his HBR article ‘Marketing success through differentiation of anything’: “Products are almost always combinations of the tangible and the intangible….To the buyer, a product is a complex cluster of value satisfactions. The generic thing by itself is not the product; it is merely the minimum that is necessary at the outset to give the producer a chance to play the game. It is the playing that gets the results. A customer attaches value to the product in proportion to its perceived ability to help solve his problems, or meet his needs. All else is derivative….The product is the total package of benefits the consumer receives when he buys it………………. The customer never just buys the generic products…………………. he buys something that transcends and what that something is, helps determine fro who he’ll buy what he’ll buy.”

Essay on Marketing: Meaning, Definition and Concept (467 Words)
Sound Product: Meaning and Significance | Marketing Management

Product Management

No comments yet.

Leave a reply click here to cancel reply..

You must be logged in to post a comment.

Online Degree Explore Bachelor’s & Master’s degrees
MasterTrack™ Earn credit towards a Master’s degree
University Certificates Advance your career with graduate-level learning
Top Courses
Join for Free

What Is Product Management? Process, Tools + Requirements

Walk through the product management process and learn about the product lifecycle management (PLM) and product management tools and requirements in this guide.

[Featured image] A product manager in a black blazer discusses strategy with their team while pointing to a whiteboard with colored Post-it notes on it.

The goal of product management is to coordinate and oversee each phase of the product lifecycle . It encompasses a wide range of responsibilities, from marketing to investigative analysis. You can learn more about the product management process and requirements in the following article.

What is product management?

Product management is the process of developing, doing market releases for, and managing a product or service. A product manager is responsible for the success or failure of the product. As the leader of a product management team, you'll facilitate collaboration with cross-functional teams to ensure that a product meets both business goals and the customer’s needs.

What's the difference between product management and product lifecycle management (PLM)?

PLM is a type of product management that focuses on supporting products in unique ways that directly correspond to each phase of the product lifecycle. To learn more, check out the following article: What is PLM? Product Lifecycle Management Career Guide

Learn more: Product Manager vs. Project Manager: What’s the Difference?

Agile product management

Agile product management is a method of product management often used for software products. It aims to increase the speed and efficiency of product development and release. Agile product management is based on the Agile Manifesto, which emphasizes collaboration, customer focus, and iterative development.

Key concepts include prioritizing features based on customer feedback, encouraging effective communication and collaboration between product teams, and streamlining the development cycle for faster production of high-quality products. Many product managers use an Agile approach to the product lifecycle.

Learn about the digital product management process and how to manage it with Agile in the University of Virginia's Digital Product Management Specialization .

Product management process

The product management process is the set of activities and protocols that helps guide you as you conceptualize, build, and launch your product to the market. It includes the following steps:

1. Identify a high-value customer pain point.

The first step in the product management process is identifying a high-value customer pain point. This involves understanding the needs of your target market and determining which problems are most important to them. Once you have identified a problem that is causing significant pain for your target customers, you can begin quantifying the opportunity.

2. Quantify the opportunity.

The next step is quantifying the opportunity. This involves estimating the market size for your solution and assessing the potential revenue that could be generated. This step is important for setting realistic expectations for your product and ensuring that it is viable from a financial perspective.

3. Research potential solutions.

Once you have quantified the opportunity, the next step is researching potential solutions. This involves exploring different ways to solve your identified problem and assessing its feasibility. You’ll need to consider technical and non-technical solutions during this research stage.

4. Define a minimum viable product.

After researching potential solutions, the next step is to define a minimum viable product (MVP). This involves specifying the essential features that your product must have to be successful. The MVP will address the pain point of your target market and be achievable within the resources available to you.

5. Create a feedback loop.

A feedback loop is an important part of the product management process as it allows you to gather user feedback and make necessary changes to improve your product. Feedback loops should be created early on in the development process so that you can gather input from users throughout different stages of development

6. Set the strategy.

Once you have defined your MVP, the next step is setting the product’s market release strategy. This involves deciding on pricing, distribution, marketing, and other factors that will impact how successful your product will be. Setting a clear strategy from the outset will help ensure that your product meets its targets when it launches.

7. Drive execution.

The final step in the product launch process is driving execution. This involves ensuring that all aspects of development are on track and that your team is working towards delivering a high-quality product. Monitoring progress against milestones and making necessary adjustments through iterations in the product lifecycle is also important.

The product process then moves through sales and marketing, with a constant feedback loop helping you to evolve the products and strategies.

Product management tools

Product and project management tools are essential for any organization that wants to ensure that its products are well-designed, well-made, and meet the needs of its customers. Consider your organization’s specific needs, and use them to determine which tools you'll need to use. A few tools to consider include:

Jira Align . Jira Align is product management software that enhances cross-team collaboration through the use of dashboards and a shared product roadmap document. Notable features include simulations to weigh risks and potential outcomes and backlog management. Want to practice working with Jira hands-on? You can enroll in a 2-hour, online Guided Project: Get Started with Jira for free .

Asana. According to G2, Asana is the #1 project management software tool. Key elements include enhanced data reporting and visualization features, cross-collaboration tools, and resource-matching for strategic planning.

Monday. Monday is a product management tool specializing in KPI tracking, integrative product roadmaps, hands-on task management, and single-source data visualization.

Certifications for product management

Product management can be a challenging and rewarding career, and certifications and Professional Certificates can help you take your job to the next level. Here are two Professional Certificates offered by industry leaders on Coursera that can help strengthen a product management career.

Google Project Management Professional Certificate

In this beginner-friendly, self-paced online course, you'll learn essential project management skills like change management, risk management, stakeholder management, and project planning and procurement. Upon completion, you will earn a career certificate from Google for your resume and connect to over 150 US employers.

Real-World Product Management Specialization Sponsored by Amazon Web Services

This foundational online course is offered by Advancing Women in Tech (AWIT). In addition to key project management skills, this course focuses on technology leadership, go-to-market strategy, B2B sales, and monetization strategy.

Build product management expertise with Coursera

Gain more than just product management essentials with the University of Maryland's online specialization, Product Ideation, Design, and Management . This flexible, beginner-friendly online course can be completed in 5 months or less. You can also learn about the digital product management process and how to manage it with Agile in the University of Virginia's Digital Product Management Specialization .

Keep reading

Coursera is the global online learning platform that offers anyone, anywhere access to online course...

This content has been made available for informational purposes only. Learners are advised to conduct additional research to ensure that courses and other credentials pursued meet their personal, professional, and financial goals.

Product Management Essay Examples

Have no time? Stuck with ideas? We have collected a lot of interesting and useful Product Management essay topics for you in one place to help you quickly and accurately complete your college assignment! Check out our essay examples on Product Management and you will surely find something to your liking!

This paper aims to analyze and explore the impact of R&D on Syngenta’s new product development process. The focus will be on how R contributes to the successful creation of innovative products throughout their lifecycle, from introduction to decline stages. The paper will also provide recommendations on extending the maturity stage by introducing timely innovations […]

By its very nature, marketing requires companies and organizations to develop new ideas and make adjustments to their marketing efforts. New concepts, designs and products are essential for responding to the ever-changing demands of the target market’s, and are crucial for maintaining customer satisfaction, which ultimately leads to Increased revenues and profits for the firm. […]

The Problem Definition: For Cumberland Metal Industries the curled metal cushion pads represent a great breakthrough. These pads offer the company the opportunity to diversify, and double their sales, given a proper market introduction. Cumberland Industries faces the challenge to Place in the market (promote/advertise) and price their latest innovation, the curled metal cushion pads […]

The cost and risk of acquiring a viable business opportunity are investigated in the article. This includes expenses like procuring materials, complying with manufacturing procedures and tax regulations, as well as marketing the product. These expenditures might exceed the product’s actual price and jeopardize the company’s future. One potential solution is to create a website […]

Product features and benefits describe the quality, the uses and necessity of the product and the product price. The quality and design of the product depends on the company’s innovativeness, financial support, technology and engineering processes and the time consideration with respect to production. The product is basically an answer or the solution to a […]

Agile undertakings are similar to traditional undertakings. “You still must specify and originate the undertaking. program for the undertaking. put to death the program. and proctor and command the results” ( “ccspace. com. ” 2011 ) . How these stairss are accomplished is different and hence. the Agile undertaking director must accommodate his attack. One […]

Software Development includes all the activities starting with an idea for the software to the maintenance of the software. This Software Development includes all the phases from planning to acceptance. There are several models in Software Development Life Cycle, but understanding the difference between these models will make me easier to decide, which is the […]

Kudler fine foods is a specialty food store that provides a diverse range of high-quality food and wine. The store aims to implement a frequent shopper program to track customer acquisition. This program offers loyalty points that can be redeemed for purchasing Kudler fine food products. The frequent shopper program at Kudler stores gathers customer […]

Problem statement: With the launch of the new innovative Quartz shower by Aqualisa, the Company expected to have a boost in its sales. Yet the sale of the product was not picking up. The Company was facing a big challenge with communicating its product to the consumer/target. The Company wants to ensure that the innovative […]

The text discusses the combination of various models in software development, including the Linear Sequential Model/Waterfall model and Iterative and Incremental Development. The latter is a cyclic process that addresses the limitations of the waterfall model. It entails planning, interactions, risk analysis, engineering, construction, and customer evaluation. Another model mentioned is the Spiral Model, which […]

productcharles.com

Product Management Essays

What is a product?

You can’t talk about product management without knowing what a product is first. This term is a bit different than what you’d find in an economics textbook, where a product is just something a customer is willing to exchange something for. When talking about product management, we’re often talking about digital products. These products are more like an experience than they are a boxed item sitting on a shelf. That’s because the user’s interaction with the product is more complex than simply picking it up, purchasing it, and using it. A digital product — and the experience surrounding it — has four main components:

Functionality: This is the technical side of the product, the features the user is expecting. For example, if your product is a website builder, functionality might include hosting, image uploading, and so on.
Design: This covers the way the user interacts with the product, or the user experience. That includes visual design elements as well as more abstract parts of the experience — how things feel .
Monetization: Most products are monetized in some way, even if they’re free for the user. The strategy around generating revenue is part of the product, and often falls within the framework of product management.
Content: A product usually has a library of associated content, designed to enhance, enable, and empower the user’s experience. Product content often ties in directly with its monetization strategy.

Now that you know what a product is, let’s talk product management.

A quick product management definition

Product management is a process that takes a product from concept to launch. It also encompasses continuing efforts throughout a product’s lifetime to keep it relevant and cutting-edge. That means a product manager can be involved in planning the initial strategy for a new product, coordinating development efforts to get it to launch, as well as having a hand in marketing campaigns once the product is out on the market. They won’t usually be managing the campaigns themselves, but they’ll help direct marketers through research and insight.

A single product manager will rarely be responsible for every effort that goes towards the development of a product. Most organizations will have multiple product managers, each with their own area of responsibility , while some tasks will be offloaded to other departments, like marketing and customer success.

In short, product management is about making sure a product is successfully developed, finds its place on the market, and continues to innovate throughout its lifetime. It’s about planning a strategy, coordinating its development, and doing constant research to inform these endeavors.

Here’s a bit more detail on each aspect of product management:

Market research: Before development can even begin, a product has to find its place on the market. What problem is it trying to solve? What’s the competition like? This research is especially important if a product needs significant investment. A market intelligence platform can help provide invaluable insights to inform these critical decisions and set your product on the right course.
Product strategy: Now that there’s a niche to fill, how is the organization going to make it happen? What’s the overall vision for the product? What features will the product need to have at launch to be considered ready? What features will be developed after launch, and how often will they be released? Product management covers all of this both before development starts and during a product’s lifetime.
Keeping the organization aligned: It’s one thing to plan a strategy, it’s another to implement it throughout an organization. Part of a product manager’s duty will involve making sure milestones are being hit throughout the development process, and making sure teams are all working in unison. They don’t typically manage a team directly but are ultimately responsible for making sure things are going according to plan.
Orchestrating development: While a product manager might stay more hands-off with the general alignment of the organization at large, they usually drill down into the details when it comes to development. This can mean regularly meeting with development team leads to get visibility on what everyone’s working on, and adjust any missteps that might occur along the way.
Reacting to feedback and market changes: Staying in the know is crucial for the product management process. Product managers usually drive efforts to secure feedback from users through user interviews and persona analysis — among other methods — to confirm the effectiveness of their strategy. They’ll also keep a close eye on the market for any unexpected changes, like a sudden, global shift to remote work. It’s also in a product manager’s best interest to be prepared to alter the strategy if needed.

Product management vs project management

To the uninitiated, product management and project management sound so similar it might be hard to tell them apart. And while they do share some similarities, there’s a simple, easy-to-remember difference between the two; product managers plan the strategy, and project managers execute it. Think of the product manager as a football coach. They figure out the team’s overall strategy, come up with plays, and make game-day decisions that keep their team playing at their best. Conversely, a project manager is a quarterback. They keep the team together throughout the game, call the shots between plays, and make sure everyone’s executing on the coach’s strategy.

This means that product managers and project managers have an inherently collaborative relationship. When a product manager develops their strategy and builds a product roadmap, they’re relying on the project manager to turn these into deliverables that can be delegated to various teams. Likewise, the project manager depends on the product manager’s ability to re-assess the strategy if need be.

Product owner vs product manager

While the roles of product owner and product manager sound similar, they’re quite different. A product manager is directly involved in most — if not all — stages between a product’s inception and its launch. Conversely, a product owner’ s role involves enabling a Scrum team , helping them achieve their goals, and making sure the Scrum methodology is respected throughout the development process.

What does that involve? For the most part, product owners take care of the Scrum team’s backlog — the repository for all the work they need to get done. A product owner makes sure the backlog isn’t growing out of control and that it accurately matches the team’s work instead of becoming a graveyard of overdue tasks and requests.

The product owner’s role is closely tied to the Scrum methodology. No Scrum, no product owner. The product manager is still responsible for the development of a product, no matter what methodology is used.

What are essential skills for product management?

Like project managers , product managers need the right skills and techniques in order to accomplish all they set out to do. After all, lackluster product management can make the difference between a product that takes over the market and one that doesn’t even make it to launch.

So how can you make sure your flavor of product management is the way to go? It should be based on these principles:

Crystal-clear communication : You can plan the best strategy out there but it’s not going to be worth much if you can’t communicate it. Product management is dependent upon a robust communication infrastructure and transparent practices. Whatever it takes to make sure the right information gets to the right place every time.
Technical fluency: If a product manager has only a tenuous understanding of the technology behind the product they’re managing, they’re planning for a bumpy road. How are you going to effectively plan the development and launch of a work management tool if you’re scratching your head when you hear the words “ API ” or “ webhook ?” Being fluent in tech-speak and knowing how things work makes a product manager better at communicating with development teams and setting realistic expectations. It can also make them a great buffer between less techy executives and development teams.
Business know-how: Technical know-how is only one half of the product management knowledge coin. Even if a product manager is focused on the development part of a product’s lifecycle, they need to be deeply aware of the market their product will be competing in. This can help them identify potential opportunities and blockers and adjust their strategy accordingly.

Product management in practice: the product roadmap

Like its namesake, the product roadmap is all about getting you from point A to point B. Only in this case, point B is the continued relevance of a product on the market rather than a fixed point off the side of the road. A product roadmap can cover years of development time, from the effort required to launch the product to all the release of new features, the integration of complementary products, and so on. Generally, the roadmap covers all the planned milestones a product will hit in its lifetime.

Creating and managing a roadmap is generally part of a product manager’s responsibilities . It’s a concrete representation of the product strategy they’ve worked to create. The roadmap can then be used as a reference by team leads when delegating development work, executives deciding how to allocate resources, marketers planning future campaigns, and more.

Product roadmaps can be drawn out with pen and paper, but they’ll typically find their long-term home in software of some kind. While some software like Aha! is dedicated to the creation of product roadmaps, most work management software — especially those geared towards developers like Jira — will have features for creating roadmaps.

Keeping everyone in the loop: the product roadmap workflow

A workflow is a map for getting routine work done. Everything a team needs to do to achieve a certain goal — from escalating a support ticket to keeping a development backlog uncluttered — is part of a workflow.

The product roadmap workflow covers what a product manager does to keep stakeholders up to date on the future of that product. One of the main challenges involved with this workflow is getting the right information to everyone at the right time.

That said, there are a few things that can be done to optimize this workflow:

Centralize communication: If roadmap information is scattered across multiple channels, a product manager will spend more time fielding questions than actually tracking the work. If one stakeholder asks questions by email, another through chat, and a final one by the water cooler, it can be tough to keep everyone in the loop. There are two ways to fix it. The first is to dedicate a single communication channel as the official “roadmap update” channel, and enforce it. The second — and better — solution is to integrate your work management tools . That way, you get centralized communication without having to jump into a different tool for every question about the roadmap.
Use a roadmap tool with maximum visibility: A dedicated roadmap tool like Aha! can be great, but it can make it difficult to keep people in the loop if everyone else works in their own tool. If stakeholders are more hands-on, they’ll want a way to check on the roadmap regularly. To that end, a product manager may need to keep the roadmap in the work management tool their stakeholders prefer.
Integrate your roadmap with a workflow management solution: Now what if everyone is in their own tool (e.g., ServiceNow, Azure DevOps , etc.)? You’re right back to square one, where you need to field questions and requests for updates from multiple sources. Only instead of chat and email, now they’re coming from multiple tools. But when you use a solution like Unito’s workflow management platform , you can turn disparate tools into a single collaborative environment . In practice, that means even if the roadmap is housed in Jira , stakeholders in Asana , Trello — or any of our other integrations — have access to it in real-time.

The product manager interview series

Now that you have a better understanding of product management, do you want to know more about product managers? In this four-part series, we interviewed six product managers to give you an inside look on the role, its responsibilities, and how you can become a PM yourself. The four topics covered are:

Product manager responsibilities : What is a product manager’s day-to-day like? What kind of tasks do they take care of? And what are some misconceptions regarding their role?
Product management certifications: Do product managers need a certification? Where can they get one? Who issues them?
Product management skills: What are the most essential skills for a product manager? Are there skills that are a bit overrated?
Product manager jobs: How does a product manager get their first job? What kind of background do you need?

Keep that product kicking

Product management is at the core of everything that needs to happen to get a product from concept to market, and beyond. It starts with hammering out the right strategy, then coordinating efforts across an entire organization, and working to keep a product relevant on the market throughout its lifetime.

Wonder how product managers save time?

By integrating your product management tools of choice, you can get more done in less time.

Here's why

An illustration of the finish line at a foot race, representing the sprint execution workflow.

How to Optimize Sprint Execution Workflows With Unito

Maybe you’ve managed to optimize your workflow right up to dealing with the work in your backlog. But what should you do if your sprints always leave your developers out of breath? Here’s how you can optimize your sprint execution workflow.

The Hidden Impact of Context Switching (And How to Escape It)

Can’t focus? Find out why context switching is preventing you from focusing for more than three minutes at a time — and what you can do about it.

Unlock the Power of Sync (Ebook)

Data integration isn’t a luxury, but most existing platforms haven’t stepped up to the plate in a meaningful way. In this ebook, you’ll learn how a 2-way sync can change the game for your organization.

ServiceNow Integration Hub vs. Unito: A Deep Dive for IT Decision-Makers

Here’s a breakdown of key features and functionality of Integration Hub and Unito, as well as when it makes sense to use one or the other.

Optimizing Incident Management and IT Workflows with a ServiceNow Azure DevOps Integration

Here’s a breakdown on how to optimize incident management and IT workflows with ServiceNow, AzureDevOps, and Unito.

Product management

The need and importance of product management.

In product management parlance, a “product” is the most crucial function in an organization, which can mean either products, service offerings, or both. Managing this “product” becomes vital because other organizational tasks—like marketing, sales, or even finance—wouldn’t exist in the first place if the product didn’t.

What is product management?

Product management guides the steps in a product’s lifecycle, from conception to development to positioning and pricing. In product management, the focus is on the product and its customers. Often, a product manager who advocates for customer needs and ensures a connection with market trends ends up succeeding with the products they lead. This focus on customer needs primes product teams to routinely ship better-designed products that perform exceptionally well. Having someone to look at how the product is developing and suggest changes based on factual findings can help prevent effects from getting uprooted by newer solutions. The art of managing customers allows product managers to create tailored solutions for them.

The need for product management

Product management is relatively new in the club of established professions, but it isn’t a role that suddenly emerged out of thin air. The duties of a product manager were usually handled by other team members, whose primary job would be something else. This ad-hoc way of life can be seen in lean start-ups, where few founders and early-stage employees wear many hats to save funds until they hit paydirt.

But as customer expectations changed, the roles and responsibilities of people taking care of product management activities increased until it was viable to have a dedicated employee to oversee the product and help the team improve it in the best possible manner.

A good product manager makes the rest of the organization understand the product’s value. By understanding customer pain points, a product manager can improve the product, which increases customer loyalty. They also act as conduits between different departments to determine what is necessary to create a successful outcome. There are various metrics for product managers that are used to measure the success and impact of the product.

Product management is vital for six reasons

In the current SaaS landscape, where self-service and transactional sales models are favored, switching costs tend to be lower, and differentiation between service providers becomes difficult. In such cases, product managers gain importance because they ensure all teams and tasks are working as intended (apart from coming up with product ideas and shortlisting features for the future and a million other things). Here are some factors that highlight product management’s importance.

6 Reasons Why Product Management is Important

Product management helps teams focus on customers

Building healthy customer relationships early on is key to success in any business. Still, in software solution providers catering to other software organizations, the importance increases multi-fold. The organizations that focus on their customers’ pain points and actively try to solve them are the ones that endure – and product managers play a huge role in making that happen. They create product roadmaps and share them with stakeholders, where they publish product features they’re working on, ideas that might see the light in the future, features implemented, and other relevant details. They also constantly collect customer feedback and feature requests and analyze them to better understand the client’s immediate and upcoming needs.

Product management results in a smooth UX for clients and employees

Regarding user experience, B2C (business to consumer) organizations are miles ahead of B2B SaaS operators. The amount of personalization that one can do in consumer goods is unprecedented. The clients of SaaS companies are used to such seamless modes of operation as consumers themselves, and they expect their solution provider to match that level of sophistication. A product manager who understands this pushes for experience refinements that simplify the lives of customers, especially the digital natives who expect to use software and products at work in the same way they use apps like Uber, WhatsApp, Facebook, etc.

Understanding this is important for all organizations, but for small start-ups, it can be the difference between thriving and barely surviving. Using tools like Roadmap portal and Screenjar can help them improve their customer experience multifold without spending much. These apps integrate seamlessly with Jira and use the ticketing format to create valuable lists — allowing teams to focus on resolving issues and developing features instead of sifting through a mountain of customer feedback. Product managers can introduce them to the team and help them plan their day better.

Product management helps in keeping up with market trends

Customers’ needs are changing rapidly, and the pace is also picking up in B2B sectors. Product management principles require teams (and product managers) to interact with existing customers regularly and analyze feedback. This can lead to issues getting fixed sooner and new features getting adopted before the rest of the market wises up.

Product management prioritizes features according to product vision

Unlike in the physical goods world, products are constantly changing in the world of technology. An app or a solution is viable only when it stays up with the latest trends, and this means teams have to innovate and solve customers’ problems even before they become one. The eagerness to innovate can lead product development team members to prioritize features wrongly, not based on product vision – which can alienate the product from its purpose over time. Product managers are focused on the customers’ industry and the developments and can adequately guide the teams on the direction the next update cycle takes.

Product management prevents effort loss

One of the essential duties of product managers is to create and maintain a product roadmap, which is then reviewed regularly (usually weekly). The product owner takes the updates made up for further execution. This constant check-in with the product’s upcoming updates with the vision ensures that the efforts of product developers are not wasted in solving issues that may not matter to customers.

Product management ensures the development of the product

The product development team is responsible for the software, but the product is much more than that. Product management encompasses everything from ensuring the correctness and understandability of documentation to creating different versions of release notes for different target audiences. Along with product marketing, communication can be crafted uniquely and appealingly.

What are the critical aspects of product management?

Product management roles differ from traditional ones like marketing, sales, development, etc., because they encompass a bit of everything with a technical bend to it – a product manager is usually involved in the planning, designing, positioning strategies, and many other processes related to the product. Product management is essential for the organization’s survival not only because of the inherent dependency of the organization on the product to thrive but also because of how product management allows the product’s vision to permeate through the organization, contributing to its culture. Product roadmaps can pave the way for a better understanding of products and company vision. Here are some product roadmap examples which a product manager can leverage to figure out which one will work best for you. If taken care of, some essential aspects of product management can boost product organizations to create successful, world-class products.

Churning out ideas

Ideas are where a product begins life – first as a concept, then as and when data supports its existence – as reality. Product managers are responsible for this stage, where they gather ideas from various stakeholders, colleagues, feature requests , suggestion lists, and more. They list promising ideas, thoroughly analyze the pros and cons, and decide what direction to pursue in consensus with their team.

Finalizing the product/features

The ideation phase reveals a lot of options, but only a few would fit well with the product vision . At the end of the finalization process, product managers and team members should clearly understand what is being built, why it is being made, what it is supposed to achieve, and how to measure if the product goal or vision is achieved. These few ideas the product manager has shortlisted are then run through another level of scrutiny so that the product team can better understand the product’s impact.

Planning milestones

After finalizing the product and features, it’s time to start building. Not yet. The product strategy and steps to meet the vision are yet to be defined. This section, commonly known as creating the product roadmap, is necessary to communicate business goals, areas of focus, prioritization of features , scope, and more. These roadmaps aren’t rigid – they allow enough leeway for the product and feature list to evolve and morph according to the organization’s needs and the market’s demands. With the product owner, product managers ensure the execution is happening at the right pace. The frequency of check-ins also allows the product owner and manager to step in if product development team members are experiencing issues. These strategic communication documents can be public or private and enable all stakeholders to know how product success can be achieved.

Prioritizing products and features

This can be considered a sub-step in creating a product roadmap. Still, because of the granularity with which some product strategies must be established, product managers must first develop a clear picture. Then they can guide the product development team on what should be built first. After cross-checking the feedback, suggestions, and market trends, prioritization can answer questions like “what feature/component should be built, when it should be built, and what value it can generate for the customer,” among others.

Developing the product

Once the ‘what’s’ are determined, product managers closely work with different teams to validate if the agreed-upon features are being implemented according to product strategy. Following some product strategy examples can help you set correct framework. They ensure product ops are on track by checking with the product owner. The quality of the solutions is also limited, as product managers interact with multiple teams to get the design mock-ups, technical specifications, feedback, and others in perfect working order.

Delivery of the product

Once the development is over, where it plays a supporting role, the project management process becomes focused on the product or feature delivery. Product managers must constantly communicate with product marketing, engineering, testing, and other teams to ensure the final product is built according to specifications. They also lead in generating release notes, deciding on communication channels and messaging, arranging training sessions for clients if need be, and more. Product managers can follow product launch best practices for go-to-market success.

Gathering customer feedback

Feedback data is essential for usage analytics, but it is listed as a separate step because of the intricacies of gathering genuine feedback. Product managers can use multiple tools and data avenues to gather input, but the traditional survey method and tracking issue redressals are two main methods. With tools like Roadmap Portal and Screenjar, collecting feedback becomes smooth and helps teams better understand issues. Product marketing team members can help craft compelling messages that urge customers to provide feedback. NPS vs CSAT surveys are both valuable tools for collecting customer feedback. Leverage them to understand friction points and winning experiences.

Analyzing product usage

By understanding how customers use the product, product managers can identify different ways in which it can be made better. Once the product is in use, managers shift their focus to determining its effectiveness through business analytics. Data is tracked continuously, and results are compared with the values in the product roadmap to identify if it meets the vision and if any customer expectations are not being met. These changes are then fed through the discovery phase , and the product life cycle continues.

Product management has been and will be an integral part of the development process—just because the duties of a product manager were distributed among multiple teams before doesn’t mean it shouldn’t exist now. A competent product manager can improve the synergy of the teams they work with and inspire the group to create something great. It starts with an idea (or a bunch of them) and then brings them to life because their existence is necessary to solve a particular issue. Creating or enhancing a solution requires careful planning, and product lifecycle management provides an abstract framework to achieve it.

Related blogs

12-Inspiring-Product-Vision-Examples-banner1

12 Inspiring Company & Product Vision Examples

12-Critical-Product-Management-Metrics-to-Track-banner1

12 Metrics for Product Managers to Track

10 Product Strategy Examples for Product Managers

Stay updated with latest news at amoeboids.

Your email will be safe and secure in our database

New free course

The Fundamentals of Modern Product Management

Table of contents, 1: digital adoption, 2: onboarding, 3: customer experience, 4: user segmentation, 6: feature adoption, 7: feedback, 8: roadmapping, 9: product operations, 10: retention.

In a rush? Download the PDF for later

Ten Must-Know Terms for Today’s Product Professional

No matter your experience level or specific role within the product team, it can sometimes be helpful to revisit the basics. That’s why, in partnership with ProductCraft, our product management community, we’ve gathered a selection of “product management fundamentals” manuals into a single, easy-to-reference handbook. The ten terms we explore in this primer for the modern product professional are foundational to the understanding of this ever-evolving field.

In each section, we explain the basics of one key product management term, then dive into why it’s important for building successful products that will delight your users. You’ll also discover some tried-and-true best practices related to each concept and how they fit within the larger PM picture.

To learn more about each term (and get a list of recommended further reading), read the full articles on ProductCraft. We hope you find each one useful and enlightening.

Accelerating your digital transformation

Are your users getting as much value out of your product as possible? How well have they integrated your application into their key workflows? Are they discovering and making use of a wide variety of helpful features? Or are they missing out on the aspects of your product that are most useful to them? Digital adoption concerns itself with these and similar questions.

Why is digital adoption important?

According to a 2018 report from analyst firm IDG, 89% of organizations plan to implement a digital-first business strategy. For companies that have already taken a digital-first approach, doing so increased revenue by 34% on average. Companies need to ensure the digital tools they procure are adopted by their users, whether those are their employees or customers. Digital adoption of internal software is typically measured by increased employee productivity, whereas customer-facing digital products are measured against various business KPIs and, for sophisticated organizations, product experience targets.

How can I increase digital adoption?

In addition to ensuring a product is as intuitive as possible, there are certain ways to help increase digital adoption across a company’s user base:

Onboarding – By creating an effective onboarding strategy, companies can ensure users not only become proficient in their application as quickly as possible, but also recognize the product’s value, which helps drive retention and prevent churn.

In-app guidance – In order to provide contextual information while users are in the product, many companies use in-app messaging to communicate at the right moments and guide users to success.

Ongoing education – Since digital adoption is an ongoing process, it’s important to continue educating users after onboarding is complete, especially when there are any product releases, changes, or updates.

Today, many companies are turning to digital adoption platforms [like Pendo] — software that is layered on top of another software product, app, or website to help facilitate proficiency by guiding users through key tasks and providing contextual information as users navigate the product — to implement these practices effectively.

Read the full article

Guiding your users to “aha” moments faster

One of the most — if not the most — important points in a product user’s journey is where it begins. That first step is referred to as onboarding, and it can make or break a user’s experience with a product. After all, you never get a second chance to make a first impression.

Why is user onboarding important?

Onboarding happens whether the experience is curated or not. Companies that prioritize the onboarding experience can make their users proficient much more quickly. The growth of SaaS applications has dramatically reduced customers’ switching costs. They are much more likely to churn if they don’t realize value quickly, thus helping a customer accelerate time to value is key to churn prevention.

What are some best practices for user onboarding?

Here are a few of the ways your team can set users up for success:

Design onboarding experiences for each unique user segment

If the app serves different user roles, tailor onboarding to the specific needs of each persona. By designing onboarding for each unique type of user, companies can drive new users to their specific a-ha moments more quickly and deliver the context needed to keep users engaged.

Differentiate between new users and new accounts

For business-to-business products, each account likely has multiple users, with new team members joining regularly. A new user to an existing account can take a more streamlined onboarding if the primary account configuration has already taken place. In this scenario, the goal of user onboarding is to get the new team member up to speed on the existing account activity, not to establish the account from scratch.

Adjust for different learning styles

Think through different ways that users could progress through the onboarding experience. A company might design modularized onboarding content that allows users to explore topics in the order they prefer. Indicators like a progress bar or completion percentage are helpful, especially for longer, sequence-dependent onboarding. When possible, try to incorporate multiple communication modes, like video demos and illustrated walkthroughs. Finally, gamification can provide motivation and encourage onboarding completion.

How would you rate your performance in each of these functions: Acheiveing Product/Feature Adoption Goals/ Competitive Intelligence/ Customer Feedback/Satisfaction/ Go-to-Market Execution/ Sales Enablement/ Customer Insight/ Customer Education/ Achieveing Revenue Goals/ Go-to-Market Strategy/ Product Development/ Product Design/ UX/ Product Positioning/Messaging/ Product Vision/Strategy/ Roadmap/Prioritzation/ Customer Onboarding/ Pricing/Packaging

Putting your product at the center of the user journey

What is customer experience (CX), and how does it differ from product experience (PX)?

In the software industry, product experience (PX) refers to the portion of the customer journey that takes place within the application. It’s a narrower band of the overall customer experience. While customer experience continues after a customer leaves your product (and even after they churn), product experience is specific to their engagements with your product. As SaaS becomes the primary software delivery model, more of the customer’s engagement with a vendor takes place within the product. It’s where users get onboarded, where they learn new features, and where they ultimately realize value.

Why does CX matter?

Picture the feeling of delight when the software someone’s using for work helps them get something tedious off their desk quickly. That’s customer experience . But so is when someone gets bumped from a flight, and then their app tells them the flight is boarding.

Whether it’s positive or negative, the effects of customer experience linger. Good customer experience gains company ambassadors, which is more powerful than any marketing campaign. Subpar customer experience can gain a company notoriety — and this is not an example of “any publicity is good publicity.”

Creating a customer experience that delights, engages, and keeps customers coming back is critical to growth. The opposite is also true. Last year, a study from PWC found that 59% of consumers will stop interacting with a brand they love after just one bad experience! The stakes are simply too high to risk giving customers an experience that’s anything short of excellent, at every touchpoint.

How can I improve my customer experience?

As mentioned above, CX starts well before someone becomes a customer. It may begin with word of mouth, an online review, marketing materials, or a free trial. However, the first post-purchase step in the customer experience is often onboarding. Because onboarding is such a milestone step in the journey, it’s essential that companies make it intuitive, make it brief, and make sure it teaches the user the most important tenets of the product — all to expedite time to value.

Continuous measurement, ideally by using NPS, conveys how a product is performing over time. It can also be an opportunity to capture qualitative feedback, or “verbatims.” This open-text feedback can provide helpful context for quantifiable data.

Creating targeted product experiences

Why does user segmentation matter?

User segmentation helps organizations understand their user base. While no two users may be alike, cohorting groups of similar users can expose the attributes common to a company’s most successful customers. For example, if one were to create user segments for trial users who convert vs. those who churn, the go-to-market team could learn how each segment uses the product differently, and then determine which marketing channels are more likely to attract those who tend to convert to paid users. Segmentation can also help product teams design different experiences for different types of users, with an eye toward increasing engagement, satisfaction, renewal, and expansion.

How do I implement user segmentation?

Companies can begin implementing user segmentation by following a short list of steps.

Track individual behavior and sentiment

While some of the data required for segmentation will live in the company’s CRM system, product teams will also need to add information about product usage and sentiment with a product analytics tool. A key outcome from a user segmentation exercise is to understand how different groups use the product differently, so capturing product usage data is critical.

Define user groups

Product and go-to-market teams should determine user groups based on the organization’s business objectives at the time. If the company is focused on new logo acquisition, for example, the teams might create segments for trial users who converted to paid vs. those who didn’t.

Compare activity between segments

User segmentation is valuable because it allows companies to compare and contrast different types of users. Comparing segments can help product and go-to-market teams understand how to turn happy customers into promoters, increase engagement levels for stalled users, or even shift resources away from certain segments entirely.

Experiment and measure impact on segments

Through experimentation and measurement, companies can learn which levers they can pull to affect change in a segment’s behavior, experience, or sentiment. And they can learn if those changes contribute to desired business outcomes.

Understanding the factors behind customer satisfaction

How do you know if your customers are truly happy with your product? How can you identify your biggest fans and advocates, and/or your most unhappy and dissatisfied customers? The Net Promoter Score (or NPS) aims to answer these questions in a quantitative, measurable way.

Are there other measures of customer sentiment?

While NPS is likely the most commonly used and well-known measure of customer sentiment, it certainly isn’t the only one. Two other such metrics you’re likely to come across include CSAT (Customer Satisfaction Score) and CES (Customer Effort Score). Each of these KPIs has its own pros, cons, and use cases.

What factors impact a company’s Net Promoter Score?

It’s important, particularly for software companies, to understand the distinction between account-level NPS and user-level NPS. User NPS captures the score of the person who uses the software regularly. Because that individual is closest to the product, their score is likely higher than the account score, because the latter will be mitigated by less-informed perspectives of those who may be more distant from the product.

NPS tracking can get sophisticated quickly. The medium over which the score is captured can also bias results. An NPS survey conducted within the product itself is likely to produce a higher score than an emailed survey, because the former is capturing a higher concentration of active, engaged users.

None of this context is intended to suggest that user NPS or in-app NPS is more or less valuable than their counterparts. Only that it’s helpful to be aware of biases and to be consistent when benchmarking over time.

The method of collecting survey data isn’t the only factor that impacts an NPS score. The buying experience, onboarding process, and, of course, the product itself all have the potential to create Detractors and Promoters alike. To this end, understanding which pages or features in the product increase customer satisfaction and guiding users to those features is one of the most reliable ways to improve NPS over time.

Driving users to value in your product

Product managers and their teams work together to build and release features that they hope their product’s users will find valuable and which align to the outcomes that deliver business scorecard metrics. However, shipping the feature is only the beginning — you need people to know about it, realize how it can help them, and eventually, to actually use it.

Why does feature adoption matter?

Each new feature presents an opportunity for added value. Unused features, however, can have a converse effect. This is why customer success managers are often laser-focused on feature adoption , since key metrics like retention and expansion are contingent on minimizing time to value. Paying for unused features lowers a customer’s perceived value and, ultimately, affects their willingness to renew at the current price level (or at all).

What is feature adoption analytics?

Feature adoption analytics focuses the product- and customer success manager’s efforts on improving the performance of a product’s most critical features. When measuring feature launches, product managers and customer success managers should consider four key feature adoption analytics dimensions:

Breadth of adoption

How widely has a feature been adopted across the user base or a targeted user segment? Has the feature been picked up by a majority of the targeted users or only a small percentage? Breadth of adoption shows the initial appeal of the new feature.

Depth of adoption

How often do key user types touch the feature? Are they applying a desired process to demonstrate stickiness? Are they behaving in unexpected ways? Depth of adoption can signal relevance for an ongoing need or difficulty of use, so it’s important to keep a close eye on it and solicit feedback, if possible.

Time to adopt

How long does it take for customers to begin using a new feature? When learning about a feature, do they immediately try it or do they wait days or weeks before using it? The more quickly a feature is adopted, the more likely it aligns to an existing pain point.

Duration of adoption

How long do users continue to use a feature after learning about it? Do they just try it out a few times or continue to use it over the course of months and years? Duration aligns to retention and helps show whether a feature is providing real value beyond its initial novelty, and can signal when a feature needs a refresh.

What constitutes successful adoption across these dimensions is going to vary from use case to use case, but it’s important to consider all four when assessing the outcome of any feature release.

Fueling your roadmap

Today’s PMs have access to huge amounts of data, but hard numbers are only one piece of the product experience puzzle. Qualitative feedback from customers and users is the other.

Why is feedback important?

Without feedback , a company will never know if customers are getting value out of their product. Without knowing if they’re getting value, the product and go-to-market teams won’t know if they’re nurturing loyal customers (not to mention be able to measure customer retention and customer health). And without loyal customers, well

According to Gartner, “customers’ salient experiences with the company heavily influence their long-term switching behavior and reflect the true drivers of loyalty.” How does one find out what their salient experiences were? Customer and/or user feedback.

How can I improve my customer feedback strategy?

Make it timely

Emailing a survey to a user may be asking more than they’re willing to give, especially because reading the email pulls them out of the product. Instead, survey them in-app so they receive the question while they are using the product. In-app surveys yield more accurate feedback and typically have higher response rates.

Make it easy

Collecting feedback should be done on the customer’s terms, not the company’s. What does this mean? Well, if a customer has to dig around in the product to find a “contact us” form, then it’s not exactly easy for them to provide the feedback the product and marketing teams covet. An occasional survey is also not enough. Effective programs make the feedback mechanism as simple as possible, available to any customer, any time.

Make it smart

Customers may have more than one piece of feedback to share, but not all feedback is created equal. It should also be easy for customers to rank their feedback priority — let them share what is most pressing for them, so that product, marketing, and customer success teams can better prioritize their actions.

Close the loop

Too often, companies collect feedback, but it ends up in a black hole, never to be synthesized or acted upon. Make sure the company has a clear vision and process in place before collecting feedback, as well as a tool to collect, prioritize, and manage feedback.

Source of Best Product Idea / Feature Idea

Visualising your product’s future

The roadmap is one of the most important “living documents” a product team has. It brings together multiple stakeholders around a shared plan for the product and sets general expectations of what will be completed and when.

What is a product roadmap?

A product roadmap is a visual summary of a product’s direction to facilitate communication with customers, prospects, partners, and internal stakeholders. A product roadmap is not a backlog of tasks. It’s not a detailed project plan or list of tactical activities, nor a repository for customer feedback and/or feature requests. And definitely it’s not an ironclad plan for which features or products will be released when. In fact, roadmaps change quite frequently due to shifting priorities, market conditions, or a change in business strategy.

What is included in a product roadmap?

A basic roadmap will usually include feature and product releases, but most go beyond that. Some items that may appear on a product roadmap are:

Feature releases
Product releases
Strategic milestones
Business or team initiatives
User stories

Who creates the product roadmap?

Generally, the creation and management of the product roadmap is the purview of the product team. However, they don’t do this in a vacuum. Input from a wide variety of sources should make its way into the roadmap. These sources typically include both internal stakeholders, such as executives, salespeople, and customer success team members, and external ones, like customers. Also, a roadmap isn’t a “one and done” project — product managers should continuously seek feedback related to the roadmap and update it as priorities shift and new data becomes available.

Are there different kinds of product roadmaps?

Definitely. Product teams often create roadmaps for specific audiences. For example, they might create a public-facing version to share with customers. Or they may build a sales-specific one to distribute to revenue team members. In addition, they may create versions that emphasize different things — one that’s feature-focused, and another that’s initiative-focused, for instance.

Prioritising efficiency and organization

Why is product ops important.

For product-led companies, the product is the focal point for each stage of the customer journey — from trial and purchase all the way through onboarding, expansion, and referrals — and product ops is key to the optimization of that experience. Just as sales ops, marketing ops, and DevOps became essential for their respective teams, product teams also benefit from an operational complement.

Product ops pros are often responsible for helping product management make more reliable decisions by equipping them with relevant usage data. Because product data is collected automatically (no manual entry, like with a CRM, for example), it tends to be among the “cleanest” data available to decision-makers. Gartner predicts that by 2021, 75% of software providers will rely on insights from embedded software analytics to inform product decisions and measure customer health.

What does product ops do?

Product ops responsibilities fall into five core areas:

Tools: Similar to other ops roles, product ops manages the product tech stack, establishes internal best practices, and ensures team members are using tools effectively.

Data: Product ops collects, organizes, and analyzes quantitative and qualitative product data and enables the entire organization to make the most of their insights. Data can include everything from product usage data, Net Promoter Score (NPS), and product stickiness to customer feedback, feature requests, and support tickets.

Experimentation: To help eliminate friction within the product experimentation process, product ops tracks, sequences, and implements all experiments, and creates processes to drive efficiency.

Strategy: Product ops fosters cross-departmental collaboration around the product, and uses their product insights to identify areas for improvement and inform business decisions.

Trusted advisor: By providing product information to key decision-makers, product ops is an important advisor to CPOs, VPs of product, and other R&D leadership.

Product Ops function by Region: Planning to hire 21%/ Product Ops Team 26%/ Dedicated Resource 58%

Building products that keep users coming back

Why is retention important.

User acquisition is expensive. Often it takes SaaS companies years before they can turn a profit on a new customer. Failing to retain customers means that every new business win results in a financial loss. Only by retaining customers past the payback period can an organization turn a profit on each customer.

What drives user retention?

User retention starts with successful onboarding. A user must be able to execute product basics, like setting up their new account. If there are key configuration steps, such as completing an integration or inviting teammates, the user must be guided through those actions as quickly as possible.

Once onboarding is complete, it’s critical that new users see immediate value from the product. Helping the user realize early wins builds momentum and motivates them to return.

The final step in driving user retention is creating usage habits. What triggers should prompt a user to come back to the product to complete another task? Combining user habits, like taking a photo of a receipt for expense-processing apps, with the natural usage frequency for the application can inform an organization’s onboarding and activation strategies.

How do I measure customer retention?

Retention is measured by comparing the number of customers at the start of a given time period with the number of customers at the end of that period. This measure should, however, exclude any new customers gained during this time.

For example, a company that begins the year with 100 customers, acquires 10 new customers and loses 10 of the initial customers. By the end of the year, this company has 90% retention. Despite the fact that the number of customers remained the same — meaning growth is flat — only 90 customers are retained. Strong customer acquisition does not cover up low retention.

What are your key measures of success? Product Adoption/ Product Usage/ Retention / Churn/ Feature Adoption/ Revenue/ NPS/ CSAT/ OSAT/ Product / Feature / Roadmap Delivery

The all-in-one platform for digital transformation

Call to +1 844 889-9952

Product Management Essay Examples for Free

Product management courses prepare students for an exciting job in a company. The position of product manager combines both creativity and great responsibility. It comes with creating and launching a new product in the market.

An essay on product management might consider its major areas: strategic product management, technical product management, and product marketing. Another idea is to discuss the most common mistakes in product design. Looking at the challenges in product management and their possible resolutions might also be a good option.

Please find below our curated list of product management essay samples. These papers written by successful students will boost your creativity.

The Sleep with the Animals Service Marketing Plan

The product at the core of this marketing plan is “Sleep with the Animals” at the Toronto Zoo. The idea behind this service is that a person spends time in an outdoor guest room with the animals. Communicating with animals helps treat people suffering from physical or mental illnesses. Zootherapy...

The Converse Chuck Taylor All-Star Shoe

Product The product is in the Converse Chuck Taylor All-Star shoe line though it has different modifications that will allow for maximum comfort and durability. It is meant for different sporting activities, but it has been standardized to fit sporting activities such as mountain climbing, horse riding, playing basketball, and...

Converse Chuck Taylor: The Innovative Model’s Promotion

As described earlier, the innovative Converse Chuck Taylor model is aimed at people of three different age groups, different genders, and financial statuses. The new sports version of Converse will give people the opportunity to choose a genuinely comfortable shoe model for daily wear, sports, and walking. It will also...

Apple’s iPhone as a Product Innovation

The iPhone’s Typical Product Innovation Experience In the context of the current market situation and the relative diversity of high-tech devices, the iPhone’s presentation from the global Apple corporation was a landmark event. Nevertheless, despite the rapidly growing interest in the brand and massive sales of the new smartphone, specific...

Buying Behavior and Market Analysis

Introduction The act of doing business can be defined as the process of exchanging goods and services for goods and services or money. Goods are said to be tangible products that come as a result of physical output while services are said to be intangible in nature. This shows that...

Smart Thermostats Are People’s Efficiency and Comfort

Introduction Table 1. Market segmentation scheme. Smart Thermostat Residential Commercial By Unit Type Multi-family detached house Office building Single-family detached house Restaurant, cafe, diner, etc. Apartment Hospital, clinic, pharmacy, etc. Condo Warehouse Cottage, bungalow, etc. Store, mall, retail chain, etc. Demographic Young working adult Tenant Family Top manager Middle-aged Business...

Coca-Cola’s Marketing Principles and Practices: News Analysis

Summary of the News Story One Aldi’s Christmas advertisement presented in 2019 was declared as the most effective marketing campaign in comparison to other brands. The advertisement depicted Kevin the Carrot as the well-known mascot of the brand participating in the show (see Appendix A). The effectiveness and success of...

The Effectiveness of the Pepsi Advertisement in Influencing Customer Behavior

Introduction Advertisements are used to encourage, persuade or manipulate consumers to drive their behavior. Pepsi in the recent past has been facing mounting pressure from its competitors especially the Coca-Cola Company. In an attempt to retain its position in the global market as well as increase its market share, Pepsi...

Energy24: Drink Marketing Plan

Current Marketing Situation Energy drink falls into the category of functional beverages which encompasses nutraceutical and sports drinks (Heckman, Sherry, and De Mejia 304). Nutraceutical beverages contain bioactive compounds extracted from vegetables, fruits, teas and fruits. They are designed to promote and enhance good health. In addition, sports drinks are...

Shipping Container Materials

Introduction The shipping container is an integral part of the supply chain, as it holds the actual physical goods that travel along the said chain. The type of packaging, the material it is made of, and what it is used for, are all factors that the supply chain actors have...

Marketing Proposal for Bikemate

Introduction This document is a marketing proposal for Bikemate, which is a new brand of smart accessories for active mobility devise (AMD) users that seeks to improve the navigation capabilities of cyclists who are using power-assisted bicycles (PAB) in Singapore. The product will contain some of the latest interactive navigational...

Smart Blue Roof Systems: An Emerging Green Product

Excess water on a roof is a grave issue that affects many households during stormy weather. In addition to posing a number of inconveniences, rainwater on a rooftop enhances the problem of water wastage. Blue roofs (rain and domestic water collection systems) that are produced by Hanging Gardens collect, store,...

Global Green Books Publishing Case Study

EBooks are more popular than paper ones, and their publication can be a successful business. It is proved by the case of Global Green Books Publishing with almost 3-year experience. Established by two friends, this printing company was performing quite well during its first two years, while the third year...

Nokia Wireless Headphones’ Marketing Management

Introduction Marketing is the process by which an organization determines the products that it will offer to customers and the strategies that will be used so that the organization achieves higher sales. The objective of marketing is to create value for customers. Many companies offer their products in different countries...

Perpetual Struggle: Why Cigarette Ads Have Been Evolving

Introduction At first sight, it seems that advertising is a mutually advantageous activity, where both sides benefit: a producer promotes his product, and a consumer receives useful information. However, looking at advertising history in detail brings an idea, that advertising is more similar to a struggle than to simple communication....

Recycling Batteries: Market Analysis for a New Product

Introduction Every business person ventures into the business world to make a profit. To achieve this, business operators employ various mechanisms. This may range from diversification; where companies enter new markets with new products or through product development. A company introducing a new product to the market is not guaranteed...

A Notebook Computer in Huawei’s Product Portfolio

Executive Summary The main objectives of this study is to assess the market condition of a notebook computer as a new product and try to generate an idea for introducing a notebook computer in Huawei’s current product portfolio. Firstly, the report analyzes the current notebook market with its major players...

Buckley’s Cough Syrup’s Export to Saudi Market

Market overview In order to accomplish the business of exporting Buckley’s cough syrup from Canada to Saudi Arabia, it is necessary to examine the market for the product in the export country. From the statistics provided it is inferred that Saudi Arabia accounts for 65% percent of the market for...

Apple iPod Product’s Marketing Audit & Management

Executive Summary Apple incorporation was established in the year 1971, since its establishment the company has been gradually making improvements, establishing itself as one of the world’s leading brands. The company has constantly proved to be innovative, complex, and fashionable. At the same time maintain some form of simplicity in...

Motorola Company’s Quality Planning and Customers

Introduction Quality planning is the process by which an organization lays down a sequence of steps that will be used to meet the organization’s objectives and activities. It is applied in designing a product or service that will meet customer, business, and operational needs. One of the most important steps...

Southwest Wind Power Air X™ Turbine launch

Introduction Southwest Wind Power is currently seeking to take the opportunity of tax credits in the USA by creating markets for its products. The company is also wishing to expand its markets to one more country and from the selection, the most favorite would be the United Arab Emirates. With...

Product Life Cycle Stages

Introduction In the market, a new product progresses from introduction to growth, then maturity and may finally decline depending on the response of the product to the prevailing changes in the market. This sequence is what has come to be known as product life cycle. It can be systematic or...

Establishing a Retail Shop for Smartphones

Introduction Actual Appliance to be sold is smartphones and airtime shop. This choice is based on a number of factors. These factors include demographics, location, type of people/customers who park their vehicles here, the neighborhood, competition and other businesses. Demographical information and factors like consumer culture, consumer behavior describes the...

Coca-Cola Company’s New Product Marketing Plan

Target Market As earlier stated, the Coca-Cola Company is in the process of developing a new product known as Bourbon Coke, an alcoholic product that will only be available to those above the age of 18 and hence, will be sold alongside other alcoholic products. Sales will be carried out...

HP Company: DeskJet Printer Supply Chain

Background The HP Company has established in the year 1939 by Hewlett William and Packard David hence the name Hewlett-Packard or HP. It has its headquarters in California in Palo Alto. The company had a steady growth in the course of a period of fifty years engaging in diversifying its...

Culture and Consumption Motivation

Introduction Culture and motivation for consumption are interconnected links in consumer behavior. Culture is the factor which acts as the catalyst for consumption and also the biggest motivator in deciding consumer behavior. Culture is a factor that varies from people to people in buyer decisions and in the purchase of...

Coca-Cola: Product Development Analysis

Synopsis of the Situation Competition in marketing coupled with globalization has led to development and introduction of new products in the market. Organizations are currently struggling to establish new products in the market to make them standout from their competitors. However, not all new products have succeeded in gaining support...

Sales and Promotion Management

When customers go to the market to purchase commodities, they make a choice of what to buy and what to do without. The choice they make depends on satisfaction derived from utilizing the commodities and it varies from one customer to another at different times. Sales promotion is used to...

Hot Nodle: A New Product’s Marketing Plan

Introduction A new product comes or enters the market as the result of the innovative steps in the new product development process. Here, the new product developed is a brand of noodle called the Hot Nodle. The product is a delicious one with a variety of proteins and nutrients added...

My Car Spot: Overview

Introduction To compete in the marketplace, “My Car Spot” needs to cut down production time, provide relationship marketing to clients, and reduce customer complaints. The existing internal systems have to be improved through the application of IT-enabled infrastructure and a state-of-the-art website known as mycarspot.com. Mycarspot was founded by brothers...

Marketing Research on Apple’s iPhone 3GS

Introduction This marketing research report presents the findings of the iPhone market. The report is based on the Apple Company and the research that was carried out was on the iPhone 3GS. Apple Inc. was set up in the year 1976 and by that time it was called “Apple Computer...

XYZ: Marketing Business Plan

Executive summary The entire plan is going to be prepared on two innovative kitchen appliances, namely, smart oven as Easy Oven and slow cooker as Easy Cooker and these products will be manufactured by a new venture named as the XYZ Company. The venture description will point out some specific...

Country Classics: Production and Operations Management

Outline Country Classics, a furniture company with customized and standard furniture offerings is faced with the problem of not being able to cope with orders and also declining profits in its standardized furniture section. A team was formed to look into the problems and this paper forms their recommendations regarding...

Australian Wine: Media Buying and Planning

Introduction Selling Australian wine in any overseas market Introducing a new substance in the market is always a tough task. Considering the fact that, you are attempting to offer a product whose worthiness’s has never been tested in the market being targeted. This calls for total commitment, concentrated promotions and...

Canterra Bros Firm’s Vittoria Coffee Marketing Plan

Executive summary The paper illustrates a marketing plan of Vittoria coffee. The paper entails an analysis of the coffee industry. The objective is to develop a marketing plan that will result in Vittoria coffee attaining a higher competitive advantage. An analysis of the company is considered in the situational analysis....

Marketing Analysis of GameStop

Introduction This research deals with a market analysis of Game stop and its ability to use e-marketing theory, its competition, customers and marketing needs, target market profile and customer relationship management. In the beginning, I will examine the company background, its competition, customers, theory of individual of the marketing and...

A Tourism Product’s Marketing Plan

Introduction Over the past few decades, the tourism industry in Australia has undergone rampant growth (Antonio, 2006, p.1). This has increased the number of investors venturing into the industry. For example, Environmental Encounters Australia (EEA) is a tour and travel firm that is privately owned. The firm was established in...

Poland: International Buyer Behavior

Introduction In marketing products in the international market especially in a foreign country, the marketer needs to understand the culture and attributes that influence consumer behavior. Most consumers are influenced by various attributes which include personality, identity, and image, self-concept, personal traits, attitude, and lifestyle. Poland like other European countries...

Street’s Ice-Cream Company’s Segmentation, Targeting and Positioning

Abstract This marketing segmentation, targeting, and position report of a new ice-cream that begins with an assessment of the ice-cream industry in which Street’s Ice-cream company operates. In this industry, the clear opportunity is the growing demand for ice cream in both Australian and international markets. On the downside, the...

Digital Signage Systems Breakdown

A system is made of different components that work together as one. A system is required if there is a need to complete a complex operation. In the human body for instance is composed of many types of systems such as the circulatory system, digestive system etc. The components are...

Samsung Mobile Phones in the United States

Introduction The management report of Samsung USA begins with a strategic analysis of the company with a detailed SWOT analysis of the organization based on its current position. It also identifies the specific strategic challenge that Samsung USA is facing and evaluates a number of potential alternative strategic options which...

Virtual Fitting Room: Product Marketing

Introduction The internet is gaining immense importance when it comes to marketing and customer services. Traditional fashion providers are changing in response to the customer requirements of increased product customization, product consulting, and even the character of shopping. Online purchases by U.S. consumers [alone] increased by a better-than-expected 25% in...

Planning and Developing a New Product

Introduction Delivering a new product to a market is a non-trivial task that requires the coordinated effort of multiple professionals. In this undertaking, there are two crucial aspects that should be taken into account before launching new items, such as planning and developing. These stages usually account for increased accuracy...

Jouf Water Company’s Strategic Marketing

Introduction Jouf Water Company is one of the leading mineral water brands in Qatar. The brand has achieved massive success in the local market as one of the most trusted bottled water in the country. It is in the interest of the company to explore the market beyond national borders....

Nivea Visage Products’ Marketing Mix

Describe the first “P” in the Marketing Mix (People), the Consumers, and the Nature of the Demand Since NIVEA prides itself as a leading cosmetic and skincare brand, it is unsurprising that the customer profile of the company is mainly comprised of women. Men also comprise part of NIVEA’s target...

Strategy Report on Product Launch in the Australian Market

To Mr. LG Electronics Australia Managing Director Sir, Sub: Report on launch of the LG Side-by-Side Refrigerator with 15″ LCD TV with remote control in your market. As requested by your company a formal report on the launch of the above product is enclosed herewith. As you may be aware, the...

New Product Development Processes

Introduction New product development (NPD) is an important tool for business survival (Hart, Tzokas & Saren 1999; Inwood & Hammond 1993). It enables companies to meet future consumer demand for goods and services (Tidd 2009; Trott 2008; Earle, Earle & Anderson 2005). Organizational issues, such as project planning and timing...

Kit Kat Marketing Strategy & Rebranding

Introduction The report was commissioned by the Marketing Principles teacher. The goal of the study is to explore the opportunities for rebranding one of Nestlé’s products (the Kit Kat bar). The scope of the report includes the marketing mix and recommendations. The method of analysis involves the scrutiny of the...

Nikon D800E Digital SLR Camera: Product Marketing

Objectives and issues The main objective involves an examination of overall consumer responses towards Nikon products within the entire Global market. To examine the extent to which camera products are used within domestic settings; To identify consumer attitude towards various product brands compared to other competing brands from established companies;...

Product Development Process in Contemporary Environment

Introduction The modern business scenario is highly competitive and understanding its complex dynamics is essential for companies to gain competitive advantages. New product development (NPD) and innovation are crucial in determining the success or failure of a company. This paper analyses some of the critical concepts that define the success...

Nelson & Prada Company’s New Product Launch

Introduction Nelson & Prada is a company that specializes in the production and sales of aquaponic systems. Located in the city of Montello, Wisconsin in the United States, this company offers various aquaponic solutions and training for its clients from all over the country. The firm has expanded its market...

The Product Life Cycle in Business Area

Introduction to the Product Life Cycle Product Life Cycle is the name given to the sequence of stages a product goes through. Kotler and Keller (2006) assert that a company’s positioning and differentiating strategy must adapt to the successive changes in the product, its market, and its competitors throughout the...

Coca-Cola Company: Product Reassessment

The Coke product in terms of its repositioned target market demographics using U.S. Census Data The positioning of any product by any company is a key determinant of the volume of sales that the company expects from the sale of the product. Coke is a product of the multinational Coca-Cola...

Tesla Motors Company’s New Product Management

Executive Summary The name of the product “Tesla”, as shown in the picture Nickolas Tesla is one of the most famous Electricity pioneers, his study and researches had contributed a lot for the science of electricity, especially when it comes to the Electric Motor. Tesla Motor had picked the name...

Product Accounting in Smartphones

Introduction The smartphone industry is characterized by a diverse selection of offerings, many of which are similar in nature but significantly different in price. As such, product accounting is essential to the success of a product in the sphere. Some companies set high prices for their smartphones and enjoy considerable...

The New Hybrid Toyota Prius: Marketing Plan

Executive Summary Saud Bahwan Group has partnered with Toyota Motors Corporation to improve sales of Toyota cars in the local Omani market. In this plan, the focus was to improve the brand and sales of the new hybrid Toyota Prius locally. The strategy has identified several strategies that the management...

Nike and Adidas Products: Price and Income Elasticity

Introduction The law of demand and supply works in opposite ways in the sense that, when the prices of commodities change, demand and supply also change in the opposite direction holding other factors constant. The extent of adjustment of supply and demand is dependent on the type of the commodity...

JD Wetherspoon Pub’s Sales and Marketing

Marketing is a paramount aspect of business throughout the globe. Primarily, ideologies presented and argued by researchers show that the prevailing competition strategies cannot allow a business to operate without a marketing plan. In this regard, businesses are initiating ways to improve their marketing techniques in a bid to outcompete...

New iPhone Marketing Plan

Analysis Marketing planning is the analysis of the use of marketing resources to achieve corporate goals. The plan contains a list of tactical measures that can improve the position of the company in the intended sections of the market. (Baines, Fill, & Page, 2013). In this paper, several aspects of...

IPhone 11 Series’ Marketing Analysis

Company Overview Apple Incorporated is an American international company that is renowned for the manufacture and distribution of computer software, televisions, smartwatches, iPhones, iPods, laptops, and personal computers. This firm also offers a range of online services and is classified among Facebook, Google, and Amazon (Giant technology companies). Apple’s software...

Jones-Blair Company’s Product Marketing Problem

Executive summary The Jones Blair company is experiencing problems with the best way to make their products known to their customers. This is particularly amid the high prices of their products and market dominance of other well-known and international companies in the sector. The company intends to increase the sales...

My Etisalat App’s Marketing Plan

Introduction In today’s rapidly developing world, telecommunications corporations face the need to update their products to keep customers engaged. Many companies all over the globe design applications for iOS and Android platforms to provide customers with a richer experience and remain competitive. Etisalat, one of the main telecommunications corporations in...

Apple iPhone 5S Product Marketing Plan

Executive Summary Apple is preparing to launch a new version of its smartphone called the iPhone 5S. The global smartphone industry is still at its growth stage. Thus, it provides immense growth opportunities to companies that are able to provide high-end smartphones such as iPhone 5S. Apple’s iPhone 5S will...

Leamington Spa Company’s Competitive Product Development

Executive Summary The purpose of this report is to evaluate the potential outline technologies that are available for energy storage in the domestic sector. To help our company to select the prospective product, it also pinpoints various advantages and disadvantages of the technologies to provide a rich framework for the...

Product Marketing Throughout Three Time Zones

Describe, from an organization and a customer’s perspective, the total product throughout the three time zones In discussing an organization and a customer’s perspective on the total product throughout the three-time zones (the pre-service, the service encounter, and the post-service) it is good to note that the distinctive nature of...

Apple Inc.’s iPhone 4 Product and Customer Values

The value of the product for the customer Name of the Company In this study, we focused on iPhone 4, a product that is produced by Apple Inc. The product, a fourth-generation phone was first released into the market on June 27th, 2010. Apple Inc. is a multinational company that...

Apple Company’s Marketing Research

Apple Inc. is one of the leading technology companies in the world, and its success depends on the focus on innovation in developing electronic devices and software. To contribute to the company’s further growth and winning the larger market share, it is necessary to identify a new specific product that...

Apple’s iHealth Product Marketing Plan

Executive Summary iHealth is a new Apple product that not only has a modern design but also can be used to measure blood pressure, pulse, and other important medical characteristics. Today, people are concerned about their health, and introducing iHealth will fill existent gaps in the technological segment. It is...

Wamaz Mobile Phone: Product Description

Product Specification The proposed Wamaz is a digital device of low cost but is enriched with high-quality specifications and features. The Wamaz is the newest generation of digital computer device, which doubles up as a mobile phone. The proposed product is incorporated with social networking applications. These impressive features and...

The Cooler Bag’s Advertising and Promotion Plan

Introduction The cooler bag branded ‘cool-ent’ with a stereo and speakers is a product aimed at fun-loving students, nature lovers, sports lovers and outdoor spirits in general. This particular cooler bag will feature an entertainment unit that will allow users to have fun in the outdoors. The differentiating factor for...

Louis Vuitton Handbags: Consumer Behavior Model

Introduction Most institutions observe the behaviors of their clients so as to develop strategic business models. In fact, institutions are keen to understand behavioral setups of consumers to facilitate the production of commodities that match their needs effectively. Evidently, consumer behavior studies how individuals or groups make decisions on product...

American Culture in New Product Development

Introduction As organizations embark on globalization and internationalization efforts, they are bound to develop new products to serve new markets and fulfill the requirements of existing markets (Nakata & Sivakumar 1996). New products are also associated with enhanced financial growth, increased organizational competitiveness, and reinforced capacity to meet shifting customer...

Coca-Cola Middle East: Coke Zero Marketing Strategy

Executive Summary This report seeks to provide insights into Coca-Cola’s marketing strategy in relation to the company’s operations in the Middle East and with reference to the Coca-Cola Zero product. The report provides an innovative marketing idea that should significantly increase the performance of the company financially and socially in...

Apple iPhone 6 Marketing Strategy Analysis

Introduction Marketers have to be able to develop strategies that will work in different environments. They must anticipate challenges and be able to come up with turnaround solutions to the problems that they face as part of their duty to ensure that their organizations can enjoy success in a given...

IPad: Advertising Knowledge and Application

Introduction For people to buy any product, they need first to be motivated. The seller has to create a want in customers. It is difficult for any business to make significant sales without informing customers about the availability of the products it is offering. This is where advertisement comes in....

The Chocolala Company New Product Development

Executive summary This research paper captures the need for the creation of a product that satisfies the requirements of a new market. It examines the manner in which a new product development team of the Chocolala Company defines its strategy for the project. The team evaluates the company’s internal strengths,...

Accounting 519
Advertising 36
Brand Management 30
Branding 33
Business Analysis Case Study 1175
Business Communication 102
Business Ethics 321
Business Planning 24
Business Strategy 126
Career Planning 15
Company Analysis 1760
Corporate Culture 54
Corporate Governance 22
Decision Making 56
E-Commerce 70
Economics 407
Employee Relations 52
Entrepreneurship 82
Finance 338
Financial Management 299
Financial Markets 10
Human Resource Management 1458
Industries 89
Innovation 17
International Business 22
International Marketing 53
Leadership Styles 418
Logistics 134
Management 1688
Management Theory 84
Managerial Roles 22
Marketing 619
Marketing Planning 101
Marketing Strategy 133
Mission & Vision 20
Negotiation 17
Organizational Structure 18
Product Management 76
Risk Management 86
Strategic Management 412

Product Management Essay

Assessment Cover Sheet Paper Name: Strategic Management Paper code: BB335.15 Assessment Name: Individual Case study assignment In order to ensure fair and honest assessment results for all students, it is a requirement that the work that you hand in for assessments is your own work. Please read and tick the boxes below before handing in your assignment. If you are unsure about any of these matters then please discuss them with your lecturer. Assignments will not be accepted if this section is not completed. When I have used someone else’s words, I have clearly indicated this by putting them inside speech marks and adding the reference using APA referencing. Where I have used other people’s ideas or writing, I have clearly indicated this by putting them into my own words and adding the reference at the end of the sentence / paragraph. Other than this, this assignment: IS NOT copied from another student or previous assignment. IS NOT cut and pasted from the Internet. HAS NOT been handed in by me or anyone else in any other course HAS NOT been done by someone else (e.g. friend, relative or professional). Student Name &ID Number: Thelma T. Umayat_______ Date: 26th March, 2015 The Mantra in Marketing (CCDVTP) According to Prof. Philip Kotler, marketing is the science and art of creating, communicating and delivering value to satisfy the needs of the target market at a profit. Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services. Marketing is often performed by a department within the organization. This is both good and bad. It’s good because it unites a group of trained people who focus on the marketing task. It’s bad because marketing activities should not be carried out in a single department but they should be manifest in all the activities of the organization. Creating value is called Product Management. A product is anything that can be offered to a market for attention, acquisition, or use, or something that can satisfy a need or want. Therefore, a product can be a physical good, a service, a retail store, a person, an organisation, a place or even an idea. Products are the means to an end wherein the end is the satisfaction of customer needs or wants. Product management is like having a company and from inside they make things by the help of engineers and scientists and then ask to sale people, to get rid of them, they do it inside they do it with scientists. And when communicating the value this is called branding or Brand Management. There is the difference between the product management and brand management; you can have five products but what you have to do to brand them? Is to communicate the excitement, differentiation and so on and then to deliver value is called Customer Management. What changes in product management today is they do not just connect with the scientist Show More

What Are The Impact Of Product Management

elsevier.com/locate/jss The impacts of software product management Christof Ebert * Alcatel, 54, rue la Boetie, F-75008 Paris, France Received 31 May 2006; received in revised form 29 August 2006; accepted 9 September 2006 Available online 27 October 2006 Abstract The success of any product depends on the skills and competence of the product manager. This article evaluates the relevance of good product management on the success of a product. The empirical study is supported by data from 178…

Words 9728 - Pages 39

Product Life Cycle Management

Question1 Product lifecycle management does not refer to any individual computer software or technique. It is a tool that enables the companies to collect data about the products, evaluate and steer the processes and the overall strategy of the company in the best interest of its stakeholders taking based on the nature of its products, the market and the market share. (Sääksvuori & Immonen, 2011) The product lifecycle, similar to the industry lifecycle concept lays emphasis on the total life…

Words 2899 - Pages 12

Product Life Cycle Management and Product Essay

from each other. For product A, the annual sales and profit keep same in 2007 and 2008, and then they decrease persistently from 2009 to 2011. In addition, the percentage of product contribution to sales and profit for product A were gradually reduced to 6.25% and 8.2% respectively. These changes have occurred may because the product A was in the decline stage of its product life cycle. Also, other products’ growth of sales and profits may result in those changes of product A. The annual sales and…

Words 644 - Pages 3

Essay on Product Innovation Management

MKTG1092 Product Innovation Management Peer Assessment (NPD Assignment) Please evaluate and then grade your effort and that of your teammates. Be honest and critical of your contribution and that of your different teammates. Where there are significant discrepancies between group member allocations then each group and/or individual will be asked to meet with the lecturer and course coordinator and provide evidence of their contribution. Where an individual’s efforts have been less…

Words 854 - Pages 4

Product Management and Innovation Essays

The introduction of new products and innovations Rosa, Porac, Runser-Spanjol and Saxon (JM 1999) "Sociocognitive Dynamics in a Product Market" The aim of this research is to investigate how consumers and producers construct and adopt the concept of a new product category. To perform this study authors followed during six years the evolution of minivan segment that took place in the 80’s. They collected market stories from customers and producers publications and used quantitative methods to…

Words 977 - Pages 4

Essay about Product Management - a Comprehensive Approach

Product Management A Comprehensive Approach Written By Kelly Jones Content Created By David Hennessey Kelly Jones Andy Lomasky Contents Introduction 3 Value Identification 4 Praxis Solution 5 Summary 9 Introduction Are you stuck in the weeds of product management, looking to get fresh perspective on the big picture? Do you work outside product management and want to know more about how it works? This paper breaks product management into phases and offers…

Words 2231 - Pages 9

Essay on Marketing Management Unilever New Product

SWOT analysis 9 3 Marketing objectives 10 3.1 Brand description 10 3.2 SMART Objectives 10 4 Flora pro.activ in Japan Marketing Plan 11 4.1 Market Segmentation 11 4.2 Target Market 12 4.3 Position and Differentiation 12 4.4 Marketing mix 13 4.4.1 Product: 13 4.4.2 Price: 14 4.4.3 Promotion: 14 4.4.4 Place 15 4.4.5 People 15 4.4.6 Process 15 4.4.7 Physical Evidence 15 4.5 Global and E-Business 16 4.5.1 B2B E-business solutions 16 5 Marketing Budget 17 6 Marketing Budget 18 7 Conclusion 18 8 Appendices…

Words 3867 - Pages 16

IMAGES

New Product Management Essay Example
What Is Product Management Skills
The Role Of A Product Manager Explained
Essay On Product Development (300 Words)
Total Product Concept Essay Example
A quick guide to product management

VIDEO

Patient Safety Culture in the Healthcare Workplace
Project Management: Role and Responsibilities Distribution in Teams
Best Time Management #shorts #motivation
Performance Management Processes in Multinational Corporations
“Human Capability Development Program”: Program’s Issues
Extended Essay

COMMENTS

81 Product Management Essay Topic Ideas & Examples
Production and Operations Management (POM) The flexibility enables the firm to adapt its production system to the quality and design expectations of the customers. This production method allowed the firm to produce the right quantity and quality of furniture. Production and Operation Management of Viverra Motors.
How to Hire a Product Manager: the Classic Essay
MOST POPULAR. Get a product-minded executive coach in your corner to unlock your full capacities as a leader. Originally published in 2005 and updated in 2023, this is the classic essay by Ken Norton that has been read millions of times. It defined the role of product management and launched thousands of PM careers.
Product management
When a customer buys a product he or she goes through a complex process of balancing the price of the product against the perceived benefits, costs, risks, and value in use of the product. If the ...
The Art of Product Management
This is Ken Norton's classic essay on the role of product management that launched thousands of PM careers. 10x Not 10%: Bold Product Strategy and Vision Product management by orders of magnitude. In this ambitious essay, Ken Norton looks at the history of innovation and challenges product managers and product leaders to think bigger, to aim ...
Why Is Product Management Important?
Product management is the reason an organization exists: to deliver great products to customers and hopefully make tons of cash. However, having the right product strategy and developing a successful product is hard because Darwin rules supreme in the world of products. Most new products and start-ups offering products struggle to survive.
Product Management: Essay on Product Management (621 Words)
ADVERTISEMENTS: Essay on Product Management! Product and market are two essentials of successful marketing. If marketing can bring together products and markets in such a way that product and consumer demands are perfectly correlated, there is no reason why marketing cannot be successful. ADVERTISEMENTS: Both are equally important. If the product is sound and easily […]
What Is Product Management? Process, Tools + Requirements
The product management process is the set of activities and protocols that helps guide you as you conceptualize, build, and launch your product to the market. It includes the following steps: 1. Identify a high-value customer pain point. The first step in the product management process is identifying a high-value customer pain point.
Focus and Product Management (Essay)
A key role of product management (PM), whether as the product-focused founder (CEO, CTO) or the PM leader, is making sure product development efforts are focused. ... 2016's "Hallway Debates" for ...
Product Management Essay Examples
Model Product Management Software Engineering. Kudler Fine Foods Frequent Shopper Program Essay Example. 940 words 4 pages. Kudler fine foods is a specialty food store that provides a diverse range of high-quality food and wine. The store aims to implement a frequent shopper program to track customer acquisition.
Product Management Essays
10 Of The Hardest Product Management Questions Google Will Ask In A Job Interview. 10 Of The Hardest Product Management Questions Microsoft Will Ask In A Job Interview. 4 Common Questions Asked In A Product Manager Interview. Top 10 Products with a Thriving Ecosystem. Pyrami: The Product Growth Framework.
What Is Product Management and How Does It Work in Practice?
A quick product management definition. Product management is a process that takes a product from concept to launch. It also encompasses continuing efforts throughout a product's lifetime to keep it relevant and cutting-edge. That means a product manager can be involved in planning the initial strategy for a new product, coordinating ...
The Need and Importance of Product Management
The Need and Importance of Product Management. In product management parlance, a "product" is the most crucial function in an organization, which can mean either products, service offerings, or both. Managing this "product" becomes vital because other organizational tasks—like marketing, sales, or even finance—wouldn't exist in ...
The Fundamentals of Modern Product Management
We help product, marketing, customer success, and IT teams deliver digital experiences customers want—and want to pay for—while consolidating costs with a single product platform. It's always helpful to revisit the basics. In this white paper, we go through ten must-know terms for the modern PM, from digital adoption to roadmapping.
Product Management Essay Examples for Free
An essay on product management might consider its major areas: strategic product management, technical product management, and product marketing. Another idea is to discuss the most common mistakes in product design. Looking at the challenges in product management and their possible resolutions might also be a good option.
Product Management Methodology: A Comprehensive Guide
TCGen is trusted bythese brands and organizations. January 9, 2024. John Carter. Product management methodology is a set of structured frameworks, principles, and practices that product managers and development teams use to plan, execute, and deliver products to market.
Product Management Essay
Product Life Cycle Management and Product Essay. from each other. For product A, the annual sales and profit keep same in 2007 and 2008, and then they decrease persistently from 2009 to 2011. In addition, the percentage of product contribution to sales and profit for product A were gradually reduced to 6.25% and 8.2% respectively.
Management Essay: Examples, Tips, Writing Guide
A management essay is a small piece of work written by a given structure and in strict accordance with a management program . The essay reflects the author's subjective point of view, based on the analysis of theoretical and analytical materials. ... and does things right, offers a market research proposal for a new product. As a manager, you ...
Product Management 101— reflections from a newbie
5. Finally, take ownership. In startups, everyone is very busy, and so unless there are clear areas of responsibility, very major things can be forgotten or ticked along carelessly until the ...
Product Management Essay Example For FREE
Product Management. Course Objectives: The objective of this course is to acquire the conceptual understanding of Product Policy Management and its applications for corporate growth and development. Examination Scheme: The faculty member will award internal marks out of 40 based on three assessments of 20 marks each of which best two will be ...

81 Product Management Essay Topic Ideas & Examples

Product management

Industrial Pricing to Meet Customer Needs

Coming Next Week: The New HBR.org

House of Quality

Making Money Through Marketing

Beware the Pitfalls of Global Marketing

Protect Your Product's Look and Feel from Imitators

How to Make Sure Your Book Gets Read

5 Ways to Design Products Customers Love

Does Crowdsourcing Need a Cash Prize to Work?

Choosing the Right Platform for Your Brand

Big Shoes to Fill (HBR Case Study and Commentary)

Shrinking Fast and Smart in the Defense Industry

What's Your Best Innovation Bet?

New Product Narcissism

Link Manufacturing Process and Product Life Cycles

“Businesses Exist to Deliver Value to Society.”

New Ventures for Corporate Growth

Quality Circles After the Fad

Health Care Providers Can Use Design Thinking to Improve Patient Experiences

Making Mass Customization Work

Forecasting the Adoption of E-Books

Customer Visits for Entrepreneurs

Nanxi Liu: Finding the Keys to Sales Success at Enplug

Airbus A3XX: Developing the World's Largest Commercial Jet (B)

Local Motors: Designed by the Crowd, Built by the Customer

Bush Boake Allen

Forbidden City: Launching a Craft Beer in China

Predicting Consumer Tastes with Big Data at Gap

Eli Lilly and Co.: Manufacturing Process Technology Strategy--1991

Agero: Enhancing Capabilities for Customers

Brazil's Enigma: Sustaining Long-Term Growth

Production Processes

Who Is the Fairest of Them All? Choosing a Leader at Deronde International

Samsung Electronics: Innovation and Design Strategy

Chase Sapphire: Creating a Millennial Cult Brand

Costa Coffee (B): Project Marlow

Eli Lilly and Co.: Drug Development Strategy (B)

Intuit: Turbo Tax PersonalPro - A Tale of Two Entrepreneurs

My Robot Gets Me: How Social Design Can Make New Products More Human

1. "How Can Great Firms Fail? Insights from the Hard Disk Drive Industry" from The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail

Indigo Agriculture: Harnessing Nature, PowerPoint Slides

Popular Topics

The Art of Product Management

Communication

Collaboration

Critical thinking

Consciousness

Your Article Library

Related Articles:

No comments yet.

What Is Product Management? Process, Tools + Requirements

What is product management?

What's the difference between product management and product lifecycle management (PLM)?

Agile product management

Product management process

1. Identify a high-value customer pain point.

2. Quantify the opportunity.

3. Research potential solutions.

4. Define a minimum viable product.

5. Create a feedback loop.

6. Set the strategy.

7. Drive execution.

Product management tools

Certifications for product management

Google Project Management Professional Certificate

Real-World Product Management Specialization Sponsored by Amazon Web Services

Build product management expertise with Coursera

Keep reading

Product Management Essay Examples

Popular Questions About Product Management

productcharles.com

Product Management Essays

What is a product?

A quick product management definition

Product management vs project management

Product owner vs product manager

What are essential skills for product management?

Product management in practice: the product roadmap