How to make a Product portfolio management?

In this article I am explaining very common mistakes happening between marketing and sales departments in most of companies and in most of industries worldwide.

Examples of those most important mistakes:

Ø  “Why my market share isn’t better than the competitor?

 (While your product just had been released this year, while the competitor’s products launched from 3 years”

Ø  “The competitor market growth is higher than me this year, so why? “

(And this mistake is happening although you know that your product has been launched from 10 years ago, while the competitor’s product has been launched from 2 years only).

Ø  “The competitor is selling 200,000$ this month by using techniques like bla…bla..bla …bla so I will do the same and get better sales force and better techniques (marketing communication tools) and get more sales next month”

The previous mistake is the most stupid mistake which is happening all of the day and night among different companies and competition between different organizations and individuals. You can’t even compete with companies who are depending on “Cost Leadership marketing strategy” while your competitive advantage strategy is “Differentiation marketing strategy”. You can’t compare your business (market share, market growth) which has been launched from 2 years by other product which has been launched from 10 years.

To understand the answer for all of the above common questions and mistakes and to protect your company employees against committing the same mistake, you need to understand these two issues:

1.

What are the Marketing Strategies?

2.

What are the Products Portfolio Analysis Tools?

There are three main Products Portfolio Analysis tools:

•        

  P.L.C. is Product Life Cycle (Products Portfolio Analysis tool).

•         B.C.G. Matrix is Boston Consultancy Group Matrix (Products Portfolio Analysis tool).

•         G.E. Matrix is General Electric Matrix (Products Portfolio Analysis tool).

So to make a

product portfolio management

, you need to follow a process of setting your

product portfolio marketing analysis

1. How to develop a marketing strategy in 4 steps?

2. How to develop segmentation, targeting and positioning in marketing strategies?

3.1.How to develop a sustainable competitive advantage strategy (based on Porter’s Generic Strategy)?

• How to develop a competitive advantage strategy? (Focus marketing strategy)
• How to develop a competitive advantage strategy? (Cost Leadership marketing strategy)
• How to develop a competitive advantage strategy? (Differentiation marketing strategy)

• What is the Ansoff’s Matrix Model in Marketing Planning?
• How to develop your growth marketing strategies in your marketing plan (Based on Ansoff's Matrix Model)

3.3.How to develop a Competitive Positioning Strategy for your company?

• What is a Market Segmentation Analysis in marketing planning?
• How to do market segmentation? (Part 1 and Part 2)
• How to do market segmentation in Business to Business Context?

• How to write a brand positioning statement and product positioning strategy?
• How to evaluate a positioning statement and strategy? 

• What are Product Life Cycle Stages?

• Why product life cycle is important?

• What is a product life cycle management?

• Product life cycle examples (examples of short and long product life Cycles)

• How to extend the product life cycle in 5 steps?

• What is a BCG Matrix Model (Boston Consultancy Group Matrix) Model?

• How to Make a BCG Matrix Model (Boston Consultancy Group Matrix) Model?

• BCG Matrix (Boston Consultancy Group Matrix) Examples (Case Study no.1).

• BCG Matrix (Boston Consultancy Group Matrix) Examples (Case Study no.2).

• BCG Matrix (Boston Consultancy Group Matrix) template free (PDF, PowerPoint, and Word formats).

• What is a GE Matrix (General Electric Matrix) Analysis Diagram? (Diagram, Definitions, how many factors should be involved?)

• What are the factors affecting Market Attractiveness in G.E. Matrix (General Electric Matrix) Analysis Diagram?

• What are the factors affecting Company Business Strengths or Position in G.E. Matrix (General Electric Matrix) Analysis Diagram?

• How to calculate the market attractiveness in G.E. Matrix (General Electric Matrix) Analysis Diagram?

• How to calculate Company Business Strengths for your company and competitors companies in G.E. Matrix (General Electric Matrix) analysis Diagram?

• What is the recommended strategy to manage products/services in the G.E. Matrix (General Electric Matrix) Analysis Diagram?

• GE Matrix (General Electric Matrix) example (Case Study)

• GE Matrix (General Electric Matrix) template Free (PowerPoint, Word, PDF).

1. What is a product strategy?

2. What is a product in marketing terms?

3. What is a product portfolio in marketing?

4. What is a product portfolio analysis?

5. What are elements of product marketing?

6. What are product characteristics in marketing mix?

• Stages of new product development process in 7 steps.
• What are new product development process types?
• What is the use of a new product development process steps ?

• What is a New Product Adoption Process?
• Consumer Behavior in a New Product Adoption Process.
• How to make a new product adoption with your customers?
• Product Adoption Process as Price Determinant

1.      What is a marketing mix strategy in 7 steps?

2. What is Marketing Mix Strategy from Organizations and Customers’ Perspectives?

3.1. How to improve marketing communications in 3 approaches?

3.2. How to get a marketing communications job?

3.3. What is integrated marketing communications?

3.4. What is an integrated marketing communications plan?

3.5. How to make an integrated marketing communications plan in 7 steps?

3.6. Integrated marketing communications templates (Word, PowerPoint and PDF).

3.7. How to make customers profiling?

3.8. How to use Pull-Push Strategy in Marketing Communications Plan?

3.9. What is a marketing communications objectives framework?

3.10. What are integrated marketing communications objectives?

• What is a brand manager job in marketing career?
• What is a Brand in Marketing terms?
• What is a branding in marketing terms?
• How to develop a branding strategy?
• How to create a brand identity?
• What are Brand Perspectives?
• How to create Brand Loyalty?
• How to build Brand Value?
• How to build Brand equity?

• What is a marketing communication model?
• What is a Coordinated Marketing Communications (CMC)?
• What is advertising in marketing, advertising age, techniques and strategies?
• How to manage integrated marketing communications mix in different stages of Product Life Cycle?
• Creative Sales Promotions Ideas and Techniques in marketing communications mix
• What are trade promotions management strategies and techniques?
• How to gain customers loyalty and improve customers’ retention?
• What are Public Relations strategies and tactics in marketing communications?
• What are Creative Direct and Interactive Marketing Strategies in Integrated Marketing Communications Mix?
• What is Database Marketing about?
• What is a sponsorship about in marketing communications?
• What is a Personal Selling about in integrated marketing communications mix?

4.1. What is a pricing about in marketing mix (7P's)?

4.2. Customers Price Perceptions about Different Pricing Strategies (part 1 and 2).

4.3. What are factors affecting your pricing Strategies?

4.4. What Is Customers’ Value Proposition?

4.5. What is Employees’ Value Proposition (EVP)?

4.6. What is a Price Elasticity and Inelasticity of Demand?

• What Are Price Determinants; what are the factors affecting Price Determination of your products or services?
• Price Sensitivity as Price Determinant
• Competitors as Price Determinant; Price Cuts and Price Wars (Part 1 and Part 2)
• Product Life Cycle (P.L.C.) as Price Determinant
• Debtors and Creditors as Price Determinant
• The Beak-even Analysis As Price Determinant
• Marginal Costing as Price Determinant.

4.8. What Are Pricing Objectives?

4.9. What are pricing Strategies in Marketing Mix?

4.10. What is Strategic Pricing Strategies in Marketing Mix?

4.11. What is Tactical Pricing Strategies in marketing mix?

4.12.        What Are Stages of Developing New Price?