The topic was delivered by Mr. Suresh Paul Antony, Chairperson – Executive Education & Consulting, Indian Institute of Management, Trichy.

1. Knowledge Partner
Fhyzics Business Consultants Pvt.Ltd.
Mr. Suresh Paul Antony
Chairperson – Executive
Education & Consulting, Indian
Institute of Management, Trichy
Product & Brand Management

2. Book Now
www.pdma-india.in

3. Products and brands
Management

4. Agenda
• Business success
• Marketer’s perspective of product
• The brand story
4

5. … is the key!
• "Innovation distinguishes between a
leader and a follower.“ (Steve Jobs)
• "Innovation is the central issue in
economic prosperity.“ (Michael
Porter)
• "Innovation is change that unlocks
new value.“ (Jamie Notter)
• "Changes call for innovation, and
innovation leads to progress.“ (Li
Keqiang)
• "Innovation is the act that endows
resources with a new capacity to
create wealth.“ (Peter Drucker)
• “… if you aren't innovating, you're just
waiting for the expiration date on your
business.“ (Ferrante-Schepis)
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6. Innovation?
• “Creation of substantial new value for customers and the firm by creatively
changing one or more dimensions of the business”
• Key aspects of innovation
• Broader than product or technology innovation
• Must generate new value for customer and seller
• Involves change leading to differentiation and SCA
• How did Starbucks, Dell, and IPod create value and SCA?
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Source: Sawhney, Wolcott & Arroniz, 2006

7. PDMA on Innovation…
• In successful high technology firms, NPs major source of current sales
• 60% in most successful
• Successful NPD for Emerging Markets hinges on Innovation Strategy
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Source: The PDMA Handbook of NPD, 2013 (p. 35, 105)

8. Innovation management framework
• Idea management
• Portfolio management
• Platform management
• Project management
• Market management
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Source: The PDMA Handbook of NPD, 2013 (p. 35)

9. Market management
• Focus areas
• Customer preferences
• POD
• Segmentation
• Go-to-market strategies
• “Market-understanding
framework”
• Profitable Markets, Customers and
Opportunities
• Evidence-based insights
• Mission directed
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Source: The PDMA Handbook of NPD, 2013 (p. 40)

10. Competitors will react!
• “… rely not on the likelihood of the enemy’s not coming,
• BUT on our own readiness to receive him;
• not on the chance of his not attacking,
• BUT rather on the fact that we have made our position unassailable.”
(Sun Tzu, Art of War, Ch. 8:11, circa 500 BC)
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https://www.marxists.org/reference/archive/sun-tzu/works/art-of-war/ch08.htm

11. Leader for life?
• History shows few firms can maintain
leadership position forever
• Top firms replaced 56 times (1929-
2013) in Dow Index
• Why?
• General Electric (GE)
• BSE Sensex
• HUL
• ITC
• L&T
• Reliance
• Tata Motors
• Tata Steel
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12. Momentous times!
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13. The big fight!
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14. Sustainable Competitive Advantage (SCA)
• Firm’s ability to generate more CV
than competition
• Competition’s ability to duplicate
strategy limited or stunted
• Three criteria
• Customers care about this SCA
• Firm does it better than competitors; relative
advantage
• SCA hard to duplicate or substitute, even with
significant resources
• 1st mover advantage
• May not be sufficient to create entry barriers
• In the presence of established incumbent
leader who recognises threat of an
innovative new entrant and is willing to
protect his turf
• How to make SCA hard to copy
• Look to key market-based sources of SCAs
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Source: Palmatier & Sridhar, 2017

15. Market-based sources of SCA
Source of
SCA
Barrier(s) to duplication Where most effective
Brands
Brand image | Brand identity
Habitual buy
Large B2C markets (soft drinks, beer,
fashion, automobiles)
Offerings
Cost benefits | Performance |
Access to channels
Most markets
Technology-based businesses (software,
electronics)
Relationship
s
Trust | Commitment |
Interpersonal reciprocal bonds
Hard to build or duplicate
B2B markets, services, complex products
(test equipment, haircut, financial
services)
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Source: Palmatier & Sridhar, 2017

16. Offering as source of SCA
• Product / service
• Anything that can be offered in a market
• For attention, acquisition, use, or consumption
• That might satisfy a need or want
• Experiences
• Represent what buying the product or service will do for the customer
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17. Offering and innovation strategies
• Marketing’s contribution
• Capture VoC
• Forecast customer & market trends
• Understand trade-offs among potential product attributes
• Launch new offering
• Test marketing
• Adoption process
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Source: Palmatier & Sridhar, 2017

18. Route to innovative offerings
• Reliance on stage-gate
development process
• Increase speed of offering
development
• Enhance likelihood of success
• Reduce development costs
• Stage-gate model divides
development process into a
series of steps or stages
• Each project gets evaluated, on
multiple dimensions, by
independent evaluators in each
stage
• Helps ensure effective
development approaches through
several elements
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Source: Palmatier & Sridhar, 2017

19. Brand as source of SCA
• “Name, term, sign, symbol, or design, or a combination of them
• intended to identify the goods and services
• of one seller or group of sellers and
• to differentiate them from those of competition”.
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Source: American Marketing Association

20. Branding components
• Covenant
• Quiddity
• Representation
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Source: Bennett & Choudhury, 2009

21. Call to arms…
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22. And now what questions do we have?
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spa@iimtrichy.ac.in
+91 96558 32324

23. Thank you