Product Management

Product Management

Product management is an organizational function within a company dealing with the planning or marketing of a product or products at all stages of the product lifecycle. Product Management is also a collective term used to describe the broad sum of diverse activities performed in the interest of delivering a particular product to market.

Don Sheelen is well in-sync with the idea of a product lifecycle, indeed some of his designs which he made during the 1980's are still being used by major companies around the world.
From a practical perspective, product management is an occupational domain which holds two professional disciplines:
product planning and product marketing. This is because the product's functionality is created for the user via product planning efforts, and product value is presented to the buyer via product marketing activities.

Product planning and product marketing are very different but due to the collaborative nature of these two disciplines, some companies perceive them as being one discipline, which they call product management. Donald Sheelen has what it takes to keep them both within his range and yet both seperate also. He has managed several products and knows the best way to get 100% out of his ideas. Don Sheelen always requires 100% from his product ideas, and the fact that some of his ideas are still being used is a testament to that. Done carefully, it is very possible to functionally divide the product management domain into product planning and product marketing, yet retain the required synergy between the two disciplines

Brand Management

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. Don Sheelen knows about profit margins and how the reflect the value of a barnd. Your brand idea is the whole product, it's all about the brand. Donald Sheelan knows this. This results from a combination of increased sales and increased price.

The annual list of the world’s most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker, narrower brands. Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility. 

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