What is product management marketing?

With today's faster paced manufacturing standards companies face the ongoing need for product management in all stages of product development. . Product management is an organizational function that is done within a company by those responsible for all aspects of product planning throughout the entire lifecycle of a product. Product management can also be described as an overall definition of multiple and diverse activities that are performed in the delivering of a particular product to market. This includes the marketing of the product as well.
In reality product management is an umbrella term that covers two very different yet both professional areas these being: product planning and product marketing. The difference between these two area lies in the fact that the product's functionality is created through product planning efforts for the user and product marketing presents the value of the product to the buyer. Some companies despite the difference between product planning and product marketing choose to label them as one area. This forces both disciplines to fall under product management. Yet by using careful planning and a clear organizational structure companies can clearly delineate the difference between these areas and yet retain the required synergy. This tends to increase the overall efficiency of both product planning and product marketing. Product planning typically deals with the following activities: defining new products and gathering market requirements, product life cycle considerations, product portfolio management and product differentiation. So that leaves product marketing dealing with all aspects of presenting the product to the potential buyer.
Activities that generally fall under the product marketing area of responsibility include but are not limited to-

1. Knowing where to place the product. Those dealing with product marketing must first determine the demographic market that would be interested in this product. Then a suitable campaign must be designed to reach the target market. This includes all types of outbound messaging that may include: print ads, television or radio campaign, internet marketing and direct sales. Those working with product management marketing would then oversee the direct placement of the product with the appropriate marketing.
2. Those using the product marketing management strategy would then promote the product externally. The product is introduced to press, customers, partners and any other interested parties. This is often done using special marketing activities, parties, concerts, tastings etc. Once again those working directly in the product marketing management would connect with vendors (inhouse or outsourced) that could produce these types of marketing venues.
3. Those working with product marketing management would also deal directly with vendors responsible for bringing the product to the market. After determining where the product should be placed the determination is made on how the product should be brought to the market. Product marketing management deals with all aspects of shipping and the actual transportation of the product to the chosen markets. Scheduling becomes critical in this area for the release of a product and the continued manufacturing to meet anticipated demand.
4. Those working with product marketing management also work closely with those individuals in product planning and program management areas. This need to work in conjunction as parts of a team requires those who work in this are to be flexible individuals who are team players themselves. All aspects of the product must harmonize together for the company to have a successful product from the concept stage to the actual retail of any given product.

If companies clearly and carefully plan all the stages of product development, product marketing management can be a valuable tool in the overall success and profitable of any product.

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