Building Roadmaps towards Operational Excellence
THE PRODUCT MANAGEMENT WORKSHOP:
-EVOLVING CONCEPTS IN PRODUCT MANAGEMENT
Workshop outcomes & Benefits:
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Mastering essential skills for effective ‘Product Management’
Increase the capacity to adapt to the ever dynamic and changing Business
Environment with ease
Comprehend and learn the latest thought processes and theories in the concept
of Product Management
Equip the participant with tools to make the brands attain maximum brand
equity and achieve full profit potential
Training Methodology:
1. Combination of theory, group activities and case studies
2. Aim will be to enable the participant to effectively translate the learning in
the actual work environment
Training Philosophy:
Fun x Contents = Results
The Mumukshu Advantage
 Dedicated to Healthcare domain
 Exposure to various companies and best practices
 Trainers have cross functional exposure
Program Structure & Duration:
2 days of intense workshop
Copyright: Mumukshu Healthcare Pvt Ltd: Shailesh Patil 9820998429
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Program Contents:
Day 1:
Welcome & General Introduction
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Building a Holistic Marketing Organization
The importance of vision based and Holistic Marketing Program (contrary to template
and filing in the box-based marketing program)
Importance of Knowledge Management
 Past trends and success stories – documenting the learning’s
 Data base – a key towards progress and CRM
Properly determine, understand and analyze your Brand’s Market and competition
 Different approaches to define a brand’s market
 Different sources of competitor knowledge and information besides the ORG
IMS/ CMARC
 The Concept of the strategy Canvas
 Knowing when your competition is in trouble
 Knowing when your competition is doing good
Segmenting the Market and Prioritizing Segments
 An overview and discussion of the most commonly used segmentation
approaches
 Steps to get the segmentation process right
 Targeting: how to manage for successful implementation
 Profit Impact of a good segmentation
DAY 2
Customer Relationship Management – the next wave of Marketing/ the highest level
of segmentation
 Profit Impact of CRM
 Measuring CRM
 Importance of customer data in CRM
Group work on: Current Organization readiness and CRM practices
Positioning Your Brand
 The steps to get the positioning process right
 Mapping customer perceptions and perception analysis techniques
Copyright: Mumukshu Healthcare Pvt Ltd: Shailesh Patil 9820998429
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Different ways to position your brand and how to select the best positioning
Positioning and Profitability
Positioning and value Propositions
Competitive benchmarking
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Strategies and Tactics in “Blue Ocean Markets”
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Analyzing value drivers and taking a position
What does customer satisfaction mean in your brand’s market and what
impact does it have on your brand’s profitability and Image
Value drivers for each stakeholder in brand management
Reducing the impact of your competition by delivering true, innovative
customer value, even justifying price points
Designing marketing mix strategies that truly generate value innovation
for those key stakeholders-
Marketing Budgets; pricing and costs: Related all to value creation and positioning
Concept of break-even analysis
Budgets and resource allocation
PL Sheet – dashboard
Concept of Price performance and value creation
Concept of Good to Great
This will focus on the process to be used to enable the company to take the big leap from
good to great
Explanation of the tools and the concept of Discipline
Case studies
Discussion of present brand plans
Ideas to fine tune the future course of action for the organization
Assignments and evaluation
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Copyright: Mumukshu Healthcare Pvt Ltd: Shailesh Patil 9820998429