Product Manager'S Rule Of Death

Series four of survival rule: on the road of revolution, the product manager in front falls down, and the following catch up, the result is still falling into a pool of blood. How does the product revolution go on?

Enterprises do not have new products waiting for death, and the development of new products is not a "congenital disability", or "born without a mother" is strangled by a person, or by competitors three to five, in addition to two "kicking", the survival state of products can be described as "a narrow escape from death."

What is the fate of the product as a product manager of its owner?

The mystery of "nine deaths" is that product managers do not need "a family planning" product development and management needs a careful plan. The product manager who does not have family planning has no scientific and original analysis in his thinking, and hastily and hastily in action.

Take new product development as an example: do enterprises need to develop new products?

When to develop?

What is the market opportunity?

In this way, product managers should collate development proposals through market research and continuous tracking of existing products.

After the new product is established, the product manager should take the lead in setting up a development team, further formulate the development and listing plan, and refine and evaluate the mission, concept, location and selling points of the new product, and communicate with the departments of R & D, procurement, production, finance and sales, and make plans and arrangements for new product development, trial run, trial marketing, mass production, listing promotion and market tracking.

The author has experienced two parts of the success of new product development and the ultimate failure of the listing, and the development losses (conservative estimates) brought by each product to the enterprise are over 3 million yuan. From this, we feel deeply that product managers must become "family planning experts".

It can be said that without product "family planning", there is no "family happiness" of enterprises.

Two, the Jinjiang girl gets married - only pays the money not to earn the author to work in Fujian Jinjiang potency to kiss the group, discovered that one local custom is quite unique, namely when the girl marries, the mother will marry a passbook, the more money the passbook, the more obvious her mother family has "the rich".

In the process of product strategy formulation, cost orientation and management, product managers tend to look at sales volume regardless of profits, and only think about how to develop products that are "married" quickly.

When the products of an enterprise are "only paying for nothing", the product manager marries himself out of the house.

Three, developed product "congenital disability" in 2004 I was in a food group presided over the development of high-end products, began refining 5 sets of product concepts, each has its unique positioning and selling points, and the technical adviser hired is from Japan's Mr. Hayakawa Zhongxiao.

When the final decision of the product concept of the enterprise decision-makers is to blend the highlights of the 5 sets of product concepts, I wrote, "20% of the product is successful, 80% is failure; the successful place is some breakthroughs in the technical level, and the result of its multiple advantages just creates the product's congenital disability, which will only be a failure".

The unexpected market performance proved my expectation.

Four, the new product "halfway aborted" new product from the factory warehouse to consumers need to cross two distances, one is psychological distance, the other is physical distance.

When the location of new product is accurate, the selling point is clear and the quality is guaranteed, it can be quickly accepted by consumers, and the psychological distance is also crossed.

However, there are many new products that have been developed successfully. The reason for this is that the product has not been successfully crossed the physical distance. The new product has been PASS on the path by business personnel, distributors, two batches of suppliers and terminal operators.

To know that the new product of the enterprise is aborted, no matter which department the responsibility is, the enterprise will first punish the product manager.

Five, despite the fact that the product is "slowly growing", the sales volume of old products is large, and the product managers often do not move it, or even dare to move it.

As we all know, most of the new products are not completely innovative products, but based on the old products "change".

A product manager should become a beautician and health care practitioner of the product, and can not delay the aging of products in a timely manner.

Henan biscuit market is a typical case of "Xiong Zi" cake. The product packaging, shape, taste and so on have not been adjusted for several years, but the price of products has been falling all the way. The shrimp bar of Fujian has not changed the main product of the initial business from 1992 to 2002 for 10 years, causing the regional market to turn into a crisis.

Six, the failure to maintain the continuation and exuberance of "incense products" is a nickname for our future leading products. It is based on market development trends and enterprise development strategies, and carries the hope of the future development of enterprises. When the incense products can not be extended, the crisis will also come to us.

White elephant instant noodles have been developing rapidly in recent years: in 1997~1998, its incense products are 100 grams of white elephant's large block; in 1999~2000, its incense products are white elephant double faced pieces and golden white elephants; in 2001, its incense products are good days; in 2002, its incense products are red and fire; in 2003, its incense products are good to eat noodles; in 2004, its incense products are beef noodle; in 2004~2005, its incense products are large bony noodles.

It is with the generation of incense products that the white elephant has won the market's advance.

But in 2006, we found that the white elephant's incense products seemed to be a bit broken, but how to win is not yet conclusive. But the resignation of the white elephant president in July has given us some information, and the product managers have also reflected on their work.

Seven, do not compete with the product to play silly, then be killed by competing products Chinese marketing, there is no absolute blue ocean.

As long as your product enters the market, you will encounter all kinds of competitors. Therefore, we have a view that "half of marketing is product and half is war".

As a product manager, on the one hand, we should focus on how to develop products according to the needs of consumers. On the one hand, we should focus on how to combat competing products according to the needs of competition.

Otherwise, if your product is useful, it is not a waste product. If you do not play the game, you will be killed.

Eight, product strategy "rigid" consumers are changing, competitors are changing, distributors and channels are also changing.

However, the product strategy formulated by many product managers is rigid and unable to meet the growth needs of the market.

Let's take product promotion strategy as an example. A big beer company's promotion strategy has been kept for two years, always buying a bundle of beer and sending a bag of washing powder, and a medium-sized biscuit enterprise's promotion is always buying 100 boxes and giving 4 boxes.

Such promotion strategy leads to rigid sales promotion, which results in dependence on channels, so product sales are declining with the pparency of product prices.

The reason why product strategy is rigid is on the one hand, the product manager's "brain laziness", does not go to the brain to think of a new method, simply laziness and save trouble; on the other hand, the product manager is "stupid". When the salesmen ask for "continuation of last month policy", the product manager can not tell anyone who is right or wrong, so he has to promise.

Nine, can not "lead" the product manager, when communicating with his superiors, he can not rely on "professional" and "better understanding of products than his superiors". He should respect the boss's "position" and his superiors' opinions, strive to form a virtuous gully clearance system with his superiors, win the recognition of his superiors to his own views, and "lead" his own leadership.

In addition, the product manager should learn to "lead" R & D, sales, finance and other departments, one link can not lead, and the work of product managers will be difficult to advance.

In the face of so many "Tribulations" for product managers, we must take "create and create benefits" as our working principles in order to win survival.

Innovation and creation of interests means that product managers must use innovation as a means to start product management for the purpose of "creating benefits", so as to embody their own work value.

Here I talk about several methods that I have used: 1., the value of "obeying" as a "teacher" product is to satisfy the needs of consumers. The value of product managers is to see the needs of consumers and how to "Penetrate".

2. a case edition of the case edition of the "martial arts secret" is less than 5% of the country's successful new products on the market every year, to find out the most successful new products in the 5% new products, collect all of them and carry out the "gene" Research on the success of the product; find out some of the new products of the other 95% failed new products and carry out the "unfortunate" Research on the failure of the product; "bubble" will be promoted rapidly in the case of the product manager's "Savvy" and "Wu Gong".

3. look for inspiration from the industry course and trend, and predict the industry trend.

Reviewing and sorting out the blood and rain of the key enterprises and the enterprises in the industry in the past years, the product manager will gradually have an increasingly clear understanding and "feeling" about the future development direction of the industry. This feeling will give the product manager a kind of "spiritual sense" bestowed by heaven and ignite the "spark" of product innovation.

4., profit is the "God" salesperson regardless of whether the enterprise is profitable, but the product manager must take the interests as "God". If the product can not be created for the enterprise to create benefits, the product manager will lose the value of existence.

Therefore, from the point of view of work mentality and method, product managers need to move towards "simulation boss".