Strategic Product Management


The challenging business environment demands that organisations maximise the return on investment from their products. Many are seeking to develop their product management functions to further enhance their market position. This course develops analytical, strategic and tactical approaches to product management, enabling companies to compete profitably in increasingly competitive business markets.

Benefits to you

  • Develop razor sharp strategic thinking using the 4C approach developed by Pete Laver over many years working with the world’s top companies.
  • Develop your creative skills in designing robust and effective go to market planning
  • Revisit the product life cycle and learn how to integrate a growth planning model that offers your business a genuine competitive edge
  • Re-think your ideas on how to add value to products in surprising ways and sharpen up your pricing
  • Absorb and practice interesting and persuasive methods of getting your ideas across to others
  • Revisit financial and other metrics and see how the best in-class ideas are being used to measure success
  • Delegates will be presented with a product management toolkit including:

A complete text on the methodology of product management including templates for common product management tasks such as        product launch checklists, value propositions, competitive and     customer analyses; market and product requirements.

Who Will Benefit by Attending

  • Product managers who are currently in a product management role will benefit from a review of best practice and invigourating new deas.
  • Experienced professionals looking for new ideas and also for less experienced marketers looking for practical insights into how world-class product management businesses sustain their success.
  • Senior management looking to refresh their own skills or wishing to develop new ideas on developing their business
  • Many companies use this as qualifying training for all their product managers to ensure supportable approaches are applied consistently. Teams are encouraged to attend and enjoy the benefits of developing a best practice approach together.

Programme Outline

Day One

Session 1: A Vision for Product Management
  • Introduction and key issues—end to end management of the product
  • Seeing the whole picture based on continuous auditing of the market, the industry and competitors, our business and channels to market
  • Desired results, skills and organizational checklist
  • Different approaches to organisational design
  • Matrix organisations–Benefits and common problems
What you achieve:

An understanding the vision for product management and the different types of matrix organisations and the problems and opportunities afforded with each one

Session 2: Building the Business Case
  • Strategic Decision Making
  • The 4C’s Audit (Category review)
  • Analytical tools
What you achieve:

How to use 4C analysis to forensically analyse problems and make strategic decisions

Session 3: Go to Market Strategy
  • Segmentation—consider the variables for segmenting the market, look at profile of emerging segments and validate segments emerging
  • Decide on targeting strategy and how many segments to be targeted
  • Positioning—understand customer perceptions and position products in the mind of the customer
  • Defining your product-market structure
  • Business to business approaches
  • Putting the plan together
What you achieve:

Apply Segmentation, Targeting and Positioning to pull together  a product plan that will work from the perspective of both consumer and industrial markets

Session 4: Growing the Range
  • Product Portfolio Planning
  • Lifecycle management and growth planning
  • The different growth strategies commonly used
What you achieve:

Best practice method in designing and planning for growth across a product portfolio including new products.

Day Two

Session 5: The Value Proposition
  • Value differentiation
  • Adding value by incentivisation
  • Pricing for Value
  • Optimisation
  • Tactical issues
  • Value Added promotions
  • The Augmented product
What you achieve:

How to add value in the product plan and how to choose and implement the right pricing plan.

Session 6: Influencing Skills
  • Leadership
  • Management
  • Personal Influence
  • Putting influencing skills into practice
What you achieve:

The structure of influence and how to add a little bit of magic into your own approach to leadership

Session 7: Keeping Score
  • Metrics for Product Management
  • Return on Marketing Investment (ROMI)
  • Measuring tangibles and intangibles
What you achieve:

How to use best practice measures to evaluate product management returns and prove the value of your work

Session 8: Course  Review
  • Feedback
  • The Toolkit
  • Summing Up
What you achieve:

An exciting and interesting walk through the art and techniques of achieving success in the demanding world of product management with a take away book and planner to use in implementing the ideas in the work place


Programme Leader

This programme will be conducted by:

Pete Laver provides training and consultancy on brand and marketing issues and has established a reputation as one of the U.K.’s leading brand and product specialists. His ideas on Strategic Brand Management, Positioning and Product Management have moved beyond published marketing theory and have been widely and successfully used by his clients.

Working at the forefront of brand and marketing issues with leading companies such as Coca-Cola, Heinz, Samsung, Microsoft, Huawei and Pfizer and many more household brands enables him to keep his work sharply focused on best practice and workable solutions. He has worked with many sectors including retail, financial services, IT and consumer goods.

Pete is a faculty member of the Chartered Institute of Marketing, UK where he judged the 2009 Marketing Excellence Awards and regularly directs courses on brand and product management issues.  His brand marketing courses have attracted delegates from Williams Formula 1, Virgin Galactica and over 800 other famous brands.

His book- Successful Branding in a Week- was published in 2002 as part of a popular series and has attracted sales in excess of a million copies on a global basis.

Participants to his training sessions say that the greatest value they acquire is that Pete challenges their thinking and provides them with many inputs that are not available from books or the Internet. Pete resides in Newbury, England and travels extensively around the world to share his knowledge and experience on branding and product management.

Venue The Ritz Carlton Kuala Lumpur
Duration Two Days
Time 0900 to 1730
Fee RM3, 922 per person for local delegates and

US$1, 250 per person for foreign delegates [price is inclusive of 6% GST, programme documentation, tea breaks and lunch]

Enquiries +603-27131165
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