FOR BUSINESS SUCCESSPRODUCT STRATEGY

3 MONTHS, ONLINE

Indian Institute of Management KozhikodeGlobalizing Indian Thought

Overview

Product strategy is a necessity when planning the launch, marketing and overall life cycle of a product. It's importance in the growth of a business is incalculable. A great strategy is the difference between a great business and a good business.

To build excellent products that deliver value throughout their life cycle, IIM Kozhikode has launched the Product Strategy for Business Success programme.

Designed to give you an end-to-end understanding of a product's life cycle, the programme will help you develop comprehensive product strategy skills, give you an in-depth knowledge of product positioning and branding, and marketing communication and logistics to execute product strategy successfully.

Starts OnSeptember 15, 2021

Duration3 Months (4-5 hours/ week)

FormatOnline Video Lectures and 2 Live Sessions with Faculty

Programme FeeINR 71,750 + GST

Who is this Programme for?

This programme is ideal for professionals seeking to develop a product-centric mindsetand the ability to implement product strategies for business growth. The programmewould be beneficial for:

Professionals involved at any point or in any function in a product's life cycle

Professionals responsible for product or portfolio strategy

Professionals responsible for driving product development and/or focused on using technology as a competitive differentiator

Professor Atanu Adhikari is a Commonwealth Academic Fellow to London Business School UK, Visiting Researcher to Syracuse University USA, PhD (ICFAI University with one year visiting programme at Syracuse University, USA), an MBA (Gold Medallist, IISWBM, University of Calcutta) and a BE (National Institute of Technology, Durgapur). He is actively involved in scholarly academic research work, which has been published in many national and international peer-reviewed academic journals and presented in conferences. He has co-authored several books published by leading international publishers and has also authored several case studies that are published and distributed by Ivey Publishing, Canada and Harvard Business Publishing, USA. Over the last 15 years, Professor Adhikari has taught over 10,000 middle and senior level managers from over 100 companies including several Fortune 500 companies and large MNCs.

Programme Director

Programme Director & Professor,Marketing ManagementIndian Institute of Management Kozhikode

Atanu Adhikari

2 Live Sessions withProgramme Faculty

Office Hours with an Industry Expert

DedicatedProgramme Support

Peer Learningand Feedback

Programme Highlights

Video Lecturesand Demos

Assignmentsand Discussions

Learning Outcomes

Define product strategy and its characteristics

Identify tools to predict a strategy's success

Evaluate operations and planning to build

successful strategies.

Learn to analyse competitor data to

your advantage.

Identify market segments and effectively

target groups.

Build marketing and communications into

strategies.

�e programme on Product Strategy for Business Success is a learning journey for participants rather than an event.

�is programme helps participants to learn strategic business tools and techniques of product management while engaging in deep and meaningful interaction with an industry expert

on video content, case studies and assignments.

- Professor Atanu Adhikari, Programme Director, Marketing Management

Programme Modules

MODULE 1: Introduction to Product Strategy

What is a product and its types?Product mix and product linesProduct linesDefine Product StrategyCharacteristics of Product StrategyRole of Product Strategy in product managementProduct Strategy and organisation’s roleHolistic approach to Product StrategyFactors influencing Product Strategy

MODULE 2: Value Creation, Communication and Delivery

Value creation - How a product is connected to customerValue communicationValue deliveryCo-creationTraditional vs. contemporary value delivery processesPorter’s value chainCase Study - Indraprastha Ice & Cold Storage

This interactive online programme will be spread across 3 months.

The programme will cover:

MODULE 3: Strategic Approach for Competitive Advantage in Product Strategy

What is and is not a strategy?Porter’s generic strategyCompetitive strategySWOT analysisCore competency and its characteristicsStrategic planning, implementation and controlling processStrategic business units and its relevance for successful Product StrategyA strategic Alliance case study - UTV & Disney

MODULE 4: Disruptive Innovation for Successful Product Strategy

What is disruptive innovation?Disruptive innovation model or theoryAnsoff’s product market expansion gridMarket opportunity analysis for innovative productsDisruptive innovation when customer tend to maintain status quoDisruptive innovation when organisation wants to maintain status quoGrowth strategy and strategic planning gapsCase Study - ideaForge - A Mechanical Charger

MODULE 5: New Product Development, MVP and MDP

Process in product developmentProduct planningMethods to identify customer needsProduct features and specificationsConcept generationConcept selectionConcept testingProduct launchingMinimum Viable Product (MVP) approachMinimum Delightful Product (MDP) approach

MODULE 6: Market Segmentation and Market Orientation

Market segmentationTarget market selectionDefine buyers' personasCreating buyer's personaMarket orientationCompetitor orientationCase Study - Product Strategy to beat competition

MODULE 7: Go-to-Market Strategy and Sales & Distribution Strategy

Select the best route to marketVertical and horizontal channel systems (VMS and HMS)Role of value network and channels for successful Product StrategyChannel members’ functions and flow of marketing channelsManagement of channel conflictDifferent sales strategyManage sales force perceptionSales force compensation

MODULE 8: Product Positioning and Branding

What is product positioning? Point of Parity (POP) and Point of Difference (POD)What is product branding? How to create a strong brand positioning?Develop a brand positioning statement through perceptual brand mappingCustomer-based brand equityBrand mantra and sloganCase study on Launch of Pleasure Scooter

MODULE 10: Pricing of Product

Define pricing of product Pricing principles Product pricing strategyBehavioural pricing for productConsumer’s price-quantity latitudeReference pricingParticipative pricingPrice and non-price competitionBrand leader’s response to competitive price cut

MODULE 11: Project

Apply the concepts and techniques learned in the ten modulesIdentify the Issue related to product strategy in the given product example What solutions they propose?

MODULE 9: Marketing Communication and Logistics for Successful Product Strategy

What is integrated communication in Product Strategy?Different communication platformsAdvertising for product successUse of puffery, self-esteem and sexual appeal in advertising productCommunication modelsCase study on Marketing

Indraprastha Cold Storage Ltd UTV and Disney

Switz Food Edible Agro Products Limited

ideaForge

Case Studies

When you are making a decision about how best to serve your customers, your own experience is o�en a be�er guide

than a more sophisticated analysis of the market.- Richard Branson, Founder of Virgin Group

The first week is orientation week. During this week you will be introduced to the other participants taking part in the programme. You will learn how to use the learning management system and other learning tools provided.

Orientation Week

On other weeks, you have learning goals set for the week. The goals would include completing the assignments, which have weekly deadlines.

Weekly Goals

The Eruditus Programme Support team will follow up over emails and phone calls with learners who are unable to submit their assignments on time.

Timely Follow up & Learning Support

Learn online via recorded videos from top IIM Kozhikode faculty and two live sessions by Prof Atanu Adhikari in a high-impact three-month journey with a learning commitment of 4-5 hours/week.

Flexible & Convenient Online Learning

The Eruditus Programme Leaders are industry experts who are available for an hourly live online session every week or every alternate week. They spend one half of the session providing a learning summary. The second half is a Q&A session to clarify programme or industry-related doubts.

Debrief Sessions

Learning Journey

Certificate

Upon successful completion of the Programme, participants will be awarded a verified digital certificate by IIM Kozhikode.

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion of IIM Kozhikode.

Coordinator Director

eMDP (Asynchronous)

awarded to

Name

for

Product Strategy for Business Success

Programme Completion Certificate

Programme Start September 15, 2021

Programme Fee

Instalment Schedule

INR 71,750 + GST

Programme Details

Booking Amount

Instalment I

Instalment II

Within 7 days post selection

Remarks

Oct 20, 2021

Nov 20, 2021

INR 16,750 + GST

Amount

INR 27,500 + GST

INR 27,500 + GST

Note: - Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats are filled in the initial rounds.- The actual programme schedule will be announced closer to the programme start.

Eligibili�Graduate or Diploma (10+2+3) in any disciplineA minimum of 1 year of work experience is preferred

Programme FormatOnline Video Lectures and 2 Live Sessions with Faculty

Application RequirementsYour Graduation/Degree:

You can submit a scanned copy of ANY ONE of: Degree certificate, provisional Degree certificate, marks transcript or score transcript.

Note: Admissions are on a first-come, first-serve basis.

Click here to apply to the programme.

Finance options available. Click here to learn more.

For more information, please email at iimk@eruditus.com

Programme Application Link

About IIM Kozhikode

IIM Kozhikode ranks 15th in Asia Pacific and #101+ globally in the QS World University Global Executive MBA Rankings 2020. Since its inception, IIM Kozhikode has successfully carved its niche in the area of management education, through a judicious blend of academics and real-world practice. The Institute continually adapts to the rapid influx of changes in the Indian business landscape by providing cutting-edge Management Development Programmes with innovative pedagogy and content to impart industry-relevant knowledge and skills to its executive education participants. Last year, IIM Kozhikode trained more than 3,400 executives through a wide gamut of programmes uniquely crafted for agile minds interested in thought-provoking questions and learning centred on business transformation and growth.

About Eruditus

Eruditus Executive Education offers customised and open programmes in India, Singapore, Dubai and other global locations in collaboration with MIT Sloan, Columbia Business School, INSEAD, Harvard Business School (HBS), Kellogg Executive Education, Berkeley Executive Education, Wharton Executive Education, IIM Lucknow Executive Education, IIM Calcutta Executive Education and Emeritus. Our world-class executive education programmes, supported by eminent programme experts, provide an immersive learning experience integrated with actionable insights and practical business applications. The meticulously curated programmes are delivered in a different range of formats; in-class, online, as well as blended programmes. Our extensive portfolio also includes short 2-4 day in-class workshops, online courses of 2-3 months duration as well as comprehensive learning journeys that run over 6-9 months, customised to an organisation’s requirement.

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For registration and any other information,please get in touch with us at iimk@eruditus.com

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