Product Generation a.k.a. Product Management - PowerPoint PPT Presentation

1 / 24
About This Presentation
Title:

Product Generation a.k.a. Product Management

Description:

Product Generation a.k.a. Product Management Ken Homa Product Generation New Product Development Product / Process Linkage Product Line Management Branding Strategy ... – PowerPoint PPT presentation

Number of Views:170
Avg rating:3.0/5.0
Slides: 25
Provided by: Prefer546
Category:

less

Transcript and Presenter's Notes

Title: Product Generation a.k.a. Product Management


1
Product Generationa.k.a. Product Management
  • Ken Homa

2
Product Generation
  • New Product Development
  • Product / Process Linkage
  • Product Line Management
  • Branding Strategy

3
Product Life Cycle
  • Typical pattern, highly varied
  • by product, geography
  • Cash flow critical
  • Mature lend, growth borrow
  • Manage the PLC
  • Differentiated tactics
  • Revitalization

4
Product Line MangementThe Issue
  • Owning a customers lifetime profitability
    requires a full line that keeps competitors out.
    The incremental costs of line extensions are low
    computers handle the complexity.

5
Product Line MangementThe Issue
  • Owning a customers lifetime profitability
    requires a full line that keeps competitors out.
    The incremental costs of line extensions are low
    computers handle the complexity.
  • Pareto lives. Stay focused and simplify.
    Pick your winning products and customers, bet big
    on them, and be willing to walk away from some
    business.

6
Product Line ManagementThe Issue
  • A broad product line is required to fully
    cover all (or most) customer / market
    requirements
  • ...and to erect barriers from competition.

7
Product Line ManagementThe Issue
  • A broad product line is required to fully
    cover all (or most) customer / market
    requirements
  • ...and to erect barriers from competition.
  • But, complexity costs increase
  • exponentially as product lines get long

8
Product Line Proliferation
  • Size, color, pack
  • Special derivative models
  • Accessories
  • Ancillary products
  • Multiple generations

Combinations permutations ...
9
Power Tools
The evolution of a product line ...
10
Power Tools
PROFESSIONAL
CONSUMER
11
Power Tools
DRILLS SAWS OTHER
12
Power Tools
CORDLESS (DC)
CORDLESS (DC)
CORDED (AC)
CORDED (AC)
DRILLS SAWS OTHER
13
Power Tools
  • FEATURES
  • SIZES
  • COLORS
  • PACKS
  • Variable speed
  • 1/4, 3/8. 1/2 drills
  • Pro black DeWalt yellow
  • Redistribution, Kits

14
Power Tools
  • Strategic Models
  • Supplementary Brands
  • Complementary Products
  • Accessories
  • Global / Regional Models
  • Flagships, fighters, derivatives
  • Sub-brands, private label
  • Cordless tools, chargers
  • Drill bits, saw blades
  • 110/240 V

Generational Recycling ...
15
Product Line ManagementBreadth Depth of Line
  • Key product line / item profitability
  • Imprecise, but enlightening

16
Product Line ManagementBreadth Depth of Line
  • Key product line / item profitability
  • Each and every item has associated costs some
    visible, some hidden
  • Cannibalization
  • Inventory
  • Administration
  • Repair parts

17
Product Line ManagementBreadth Depth of Line
  • Key product line / item profitability
  • Each and every item has associated costs some
    visible, some hidden
  • Pareto is alive, well ... and applicable
  • Rule of 80 / 20

18
Product line managementKeys to Success
  • Strive for shortest line Treat incremental items
    as major decisions

19
Product line managementKeys to Success
  • Strive for shortest line
  • Watch for line creep
  • Especially when new generations launched

20
Product line managementKeys to Success
  • Strive for shortest line
  • Watch for line creep
  • Prune aggressively
  • Tie pay to line profitability

21
Product line managementKeys to Success
  • Strive for shortest line
  • Watch for line creep
  • Prune aggressively
  • Link product process design
  • Mass customization

22
Design Elements
  • Technical Efficacy
  • Innovation
  • Functionality
  • Ergonomics
  • Aesthetics
  • Manufacturability

23
Design Elements
  • Technical Efficacy
  • Innovation
  • Functionality
  • Ergonomics
  • Aesthetics
  • Manufacturability

24
Product / Process LinkageMass Customization
  • Common components
  • Standardized parts
  • Modular platforms
  • Virtual inventory
  • Postponement
  • End of line customization

More RIP ... less FG ... faster cycles
Write a Comment
User Comments (0)
About PowerShow.com