The product or program politics has in connection with the other three elements marketing-mixes the goal of coining/shaping the needs and desires of the customers with the products and services of the enterprise to satisfy at least however. It is concerned both with material goods (e.g. special goods and immaterial goods) and nominal goods (e.g. money, property).

Task ranges of the product management

The product management is essentially divided into the following task ranges:

• Product innovation
• Mark politics
• Program planning
• Process organization.

Apart from the necessity for product innovation and - variation lies the responsibility of the product management in the strategic estimate of the selected product politics in the reference to investments and consequences at the market as well as in the active change of demand preferences via market communication. Here is co-operation with all ranges marketing importantly, there prices, selling structure and advertisement hand in hand with the product politics to be planned must.

After the innovation inclination a pioneer behavior can bring different chances and risks with itself. Here the behavior of the early imitators faces the absorption price strategy with their risk of the Sunk in such a way specified Costs due to larger uncertainty over the further market tendency, with whom a smaller risk is bought due to antibugging with the disadvantage of the overcoming by market barriers.

The modifier in such a way specified has however the chance on occupation of a market gap, carries however risks of small clearance and high market entrance barriers.

The latecomers in such a way specified have the smallest market risks as well as research and development expenditures, which the danger of price fights face.

Planning of new products

Each product, which is noticed by the customer as new, is a product innovation. This innovation can have proceeded from the customer's requests (Market Pull) or on a technological development (Technology Push) to be based. Due to the ever shorter product life cycles the development of new products for an enterprise is very important. Basis for this is the innovation and technology management. The systematic proceeding is described in the innovation process.

By market innovation one understands that an appropriate offer is available at the market for the first time. But also the term was coined/shaped "„absolute innovation "“. Enterprise innovation designates an offer, which is new only for the enterprise concerned, not however for the market actually. One speaks in this case also of "“relative innovation"”. With the product innovation it concerns a marketable product/offer, which is at the market absolute or relatively new, while a procedure innovation represents a new method for the production of a marketable offer, which is even not marketable.

When planning and introduction of new products the attention of adoption and diffusion processes is relevant. They describe the conditions and conditions for the successful acceptance and spreading of innovations in the market. Everett Rogers defined for this the following groups: Innovatoren, Early Adopter, early majority, late majority, latecomer.

Management of established products

By product management one understands all activities, which stand in connection with the selection and advancement of a product or a product bundle (Produktportfolio) as well as their marketing. Product management is for an enterprise of importance, if in a changing environment - primarily consumer, supplier and competitor - that are to be increased paragraph secured or. The organizational integration of the product management is different depending upon industry and business size. It can take place e.g. as headquarter, as line, in the matrix organization and in different functional areas such as purchase, production or marketing.

The whole of all products offered by an enterprise is called product program, Produktportfolio or assortment. The product program can be arranged regarding two dimensions. The program width indicates the number of lines existing next to each other. In contrast to it the program depth describes the number of Produktvarianten in a line. If the customer needs change, then the product program this must be adapted. Five changes are possible:

{| border=1

! Change! Description 

|-

|Produktinnovation  a new product into the assortment | -  

|-

|Produktvariation |Modifikation of characteristics without change of the basic function | - |Produktdifferenzierung |Ein already existing product by a new variant supplemental | - |Produktelimination |Ein product by the market one takes (abruptly or gradually) | - |Diversifikation |Aufnahme of new products, those horizontal, vertically or laterally in relationship with the past stand |} 

A special visualization and planning aid for this is the Produktlebenszyklus Portfolio.

Among the product-political organization clearance rank:

• Achievement core (e.g. and economy)
• Quality
• Design
• Packing (e.g. requirements of manufacturer, trade and consumer)
• Marking (=> mark (commodity), Branding)
• other use-affecting factors (e.g. guaranteeings, customer service"…)

Mark politics

Beside the achievement core and the packing also the marking is a product element. The mark politics have the task to stylize in the long run to a large extent exchangeable products to an alone standing mark and to manufacture a distinction to competition products. Branded articles give security to the user with the purchase, because they are no longer anonymous. The substantial characteristics and tasks of a mark are:

• Means of communication of the manufacturer
• Differentiation opposite competitors
• Preference formation in favor of the own offer
• Guideline assistance in the increasing offer variety
• Switching of security with the purchase
• Recognizing barness
• Mark connection and brand loyalty
• Price setting clearance
• A condition for the safety device and expansion of the paragraph basis
• Possibility of target group marketing
• Important is naturally also the trademark protection.

Within the mark management there are numerous decision fields. A mark strategy can regarding the range, which positioning and architecture are defined. Particularly architecture has extensive consequences and can not so easily be changed. Here is between single mark to differentiate roof mark and family mark strategy. The appearance of the mark should absolutely with the other instruments marketing-mixes to be co-ordinated, so that the strategy is noticed of the customers as consistent.

A further important decision field is it, whether an enterprise is to decide in addition, a mark extension (also: To accomplish mark transfer). On the search for new growth possibilities enterprises transfer often label names already established to so far not produced products. By the associated transfer of confidence capital one can obtain fast and with low introduction costs high market shares (Berend 2002).

See also

• Sales
• Price strategy
• Communication politics
• Distribution politics

Literature

• Albers, Andreas: Manual product management, Wiesbaden 2002
• Berend, Patrik: Internal and external mark extensions, Wiesbaden 2002.
• Geml, Richard/Lauer, Hermann: The small marketing encyclopedia, 3. Aufl., Duesseldorf 2004, ISBN 3-87881-183-7
• Homburg, Christian/Krohmer, Harley: Marketing management, Wiesbaden 2003
• Kairies, Peter: Professional product management for the industry producing capital goods, expert publishing house 2004
• Pepels, W.: Product management, Vienna 2000

Related links

• Pdf script as total summary
• Mindmap for visualization

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