Upon completion of this course, participants will be able to:

• Master the full **New Product Development (NPD)** process from ideation to commercialization.
• Define, measure, and build strong **Brand Equity** that drives customer preference and loyalty.
• Develop a clear and defensible **Brand Identity** (purpose, values, personality, positioning).
• Strategically manage products across the **Product Life Cycle (PLC)** stages (introduction, growth, maturity, decline).
• Make optimal decisions regarding product features, quality, design, and packaging.
• Apply advanced market research techniques to validate product concepts and test pricing strategies.
• Manage complex **Brand Portfolios** (brand extensions, multi-brands, co-branding) to maximize market coverage.
• Develop an integrated launch plan that aligns the product, brand, and communication strategies.

• Product Managers and Directors
• Brand Managers and Specialists
• Marketing Managers involved in Product Development
• R&D and Innovation Leaders
• Entrepreneurs and Startup Founders

• Group Product Concept Generation and Testing Workshop
• Case Studies on High-Profile Product Failures and Successful Brand Revitalizations
• Individual Exercise: Developing a Brand Identity Prism and Positioning Statement
• Role-Playing Scenario: Presenting a Product Discontinuation Strategy to Management
• Discussions on Sustainable Packaging and Ethical Sourcing in Product Planning

Unit 1: Foundations of Product and Brand Value

• Defining the product and brand relationship: how brand shapes product perception.
• The concepts of **Product Levels** (core benefit, actual product, augmented product).
• Understanding and measuring the financial and strategic value of **Brand Equity**.
• Analyzing consumer perception and conducting brand health checks.
• Aligning brand identity and product strategy with corporate vision.

Unit 2: New Product Development (NPD) Mastery

Innovation and Launch
• Mastering the **Eight Stages of the NPD Process** (idea generation through commercialization).
• Techniques for idea screening, concept development, and concept testing with target customers.
• Conducting robust business analysis and financial projections for new products.
• Developing prototypes and test marketing strategies for launch validation.
• Strategies for managing risk and failure in the innovation pipeline.

Unit 3: Brand Identity and Positioning

Differentiation and Essence
• Developing a clear **Brand Essence**, purpose, values, and personality.
• Crafting a unique and memorable brand name and visual identity.
• Creating a comprehensive **Brand Guidelines** document for internal and external consistency.
• The process of internal brand alignment and ensuring employee advocacy.
• Strategies for effective repositioning and brand revitalization.

Unit 4: Product Life Cycle and Portfolio Management

Growth and Portfolio
• Developing distinct marketing strategies for each stage of the **Product Life Cycle (PLC)**.
• Decision-making on product line extensions, pruning, and product modification.
• Strategies for managing a complex **Brand Portfolio**: multi-brands, sub-brands, and brand extensions.
• Analyzing channel conflicts and making strategic distribution decisions.
• Deciding on product divestiture and end-of-life management.

Unit 5: Product Attributes and Launch Execution

Features and Delivery
• Making strategic decisions on product quality, features, design, and service support.
• The role of packaging and labeling in brand communication and customer experience.
• Developing a detailed, integrated **Commercialization Plan** for product launch.
• Coordination with sales, supply chain, and communications teams for launch synchronization.
• Measuring initial launch success using metrics like trial rate, adoption, and cannibalization.