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What is Product Management?

What is Product Management?

According to the Business Dictionary, Product Management is the development, marketing and sale of a product to a customer. Product Management starts from when a product is merely just an idea and continues all the way through the product lifecycle, including when the product arrives in the customer’s home.

Product Management depend on the company and type of products. However one thing is consistent, the product manager represents the customers’ needs. The product manager is responsible for bringing together the technologybusiness, and users.

The technology includes the actual product itself. The business represents those that have the ability to bring the product to market, and the user is the customer that has a desire for this product.

What is the objective of Product Management?

The main objective of Product Management is the development of a new product or products. This product should be better than what is currently available, or at least be able to differentiate itself as unique, in order to be of value for the customer.

What determines whether the product is profitable and successful is the customer’s reaction. While Product Management can vary in its function and the roles related to it, according to the size of the company, there is always a product manager to make certain that the objectives of the product are met. This can be a person or a group of people in the organization.

Product Management doesn’t only add to meet the objectives of the product and organization; it can also choose to remove something from the process, which is called an elimination decision. This includes a detailed report on the impact that this elimination will have on the whole business.

How to plan Product Strategy?

There are four key components to a product strategy.

Firstly, most important thing is the customer. What they want and how to get it to them. Therefore, defining the customer is a crucial aspect of any successful strategy. A strong understanding of a customer’s need is required before strategizing the product. The customer and the marketplace often changes, so allow for wiggle room to adjust the strategy with customers’s feedback.

Secondly, understand the competition. Determine how your strategy will differentiate yourself from those that are offering similar products in the market. Know what your product can deliver that the competition can’t or isn’t currently addressing; this means studying the competition and analyzing the marketplace to see if you can discover any opportunities that aren’t being taken advantage of.

Thirdly, how will the product be profitable for the company? If your organization is for-profit, then making money is the bottom line. If your product is not addressing this concern, it is not going to be a success. Therefore, describe how the product you’re planning to develop is going to help the company meet its business goals and make money.

Finally, don’t forget to consider the macro environment. The macro environment accounts for economic, technological, political and cultural forces that are at play and can impact the market and your product’s entry into it, over the short- and long-term.

Therefore, think about emerging markets where there can be a demand for the product, new technologies, what economic trends are impacting your customers and whether or not your customers needs and behaviors changing.

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New Product Development and Research & Development – What is the Difference?

New Product Development and Research & Development are two concepts that often appear in the manufacturing sector. If we don’t understand clearly, we will be easily confused. In this post, we will clarify these two concepts and point out the differences between them.

In the some previous posts, we introduced obviously about New Product Development so that we only focus on Research & Development in this article.

If you are concert about New Product Development, please access this link:

What is Research Development?

Research and Development is often referred to as R&D. It seems to innovation activities carried out by businesses or governments to develop new products/services or improve products and services available.

Characteristics of Research and Development activities include:

  • Novelty: The results of the activity must be new discoveries or maybe unknown
  • Creativity: Based on initial unclear concepts and hypotheses.
  • Uncertain: The final outcome cannot be ascertained.
  • Systematic: Planned and budgeted for implementation.
  • Assignable and renewable: The activity can be transferred to another person, group, or business and the results remain the same.
R&D in medical to make up new medicine. Courtesy: nlspharma.

Research and Development is carried out in some main actions:

1. R&D market
A research usually begins with problem needs solving. Similarly, a new product or service will have to address the frustrations customers face with their current product, their future demand, etc. So, the R&D team needs to collect and Analysis of market information, customer needs.

For example: Collecting, learning and analyzing new trends that customers are interested in. Typically, this will be undertaken by marketing or sales personnel, even an outside specialized unit. Sometimes, the R&D department also directly explores the market to better understand customers.

2. R&D technology

The mission of Research & Development is finding new technologies, develop technologies with high applicability. Thereby, we can create new products with differentiated features. This task also includes “technological intelligence”.

For example: In 2007, Apple launched the iPhone with a multi-touch capacitive touch screen and became the most popular smartphone. Before that, Apple’s team has carefully researched this technology.

Multi-touch and touch keyboards have been developed by a Fingerworks company since the 2000s. Apple acquired this company in 2005, keep developing and optimizing technology in order to be suitable for iPhone.

iPhone 3 is a result of Apple after many years research multi-point capacitance technology. Courtesy: GenK.

3. R&D product
It aims to make improvements design, materials, uses, features, etc. based on existing technologies. Especially, this includes improving the finishing and packaging methods to save costs as well as convenience for users.

4. R&D Process

It can be improving, developing operating procedures, manufacturing processes, service processes, etc. The improvement of a successful process will contribute to bring productivity – higher efficiency for businesses.

For example: Some companies do in-depth research to develop and improve processes to apply suitably for each enterprise.

The relationship between Research & Development

Research Development
The goal is new idea, new method,
new technology, invention.
The goal is new product
It’s is difficult to deploy because Research is based on solid
technology foundation
It’s easy to deploy because of having available technology
A lot of investment costLow investment cost
Have to spend long timeHave to spend a short time
Bring out big valueBring out a small value
Out put isn’t reliableMain out put is product, service or relative something.
The relationship between Research & Development.

The difference between New Product Development and Research & Development?

New Product Design Research & Development
NPD need specialityR&D need deep speciality
NPD is wider than R&DR&D is narrower than NPD
NPD begins with realizing market opportunities for products, ending with the production, sale and distribution of products to
R&D only carries out technical design, includes: product idea, technology, technique project, concept, test.
Although NPD is more simple than R&D but NPD needs high-quality process with many steps.R&D have to carry out some steps.
NPD used R&D’s output (technology, component, etc.) to manufacture worked-out product.R&D seem to support action for NPD
Nowadays, NPD is more and more popular in over the world. Almost company has Product Development department.
Only some big companies operate in R&D sector to make a profit or serve manufacture strategic product.

The difference between New Product Development and Research & Development.