Intro

One of HP’s key strategies was to put decision making as close to the customer as possible. Being close to your customers and understanding their needs is a core part of product management.

• Kaizen: change for better - continuously improving the business while always driving for innovation and evolution. Today you see Product Managers driving constant improvements and optimizations for their products.

• Genchi genbutsu - real location, real thing - This means going to the source to find the facts to make correct decisions. This is again, highlighting the importance for Product Managers to get out of the building and experience everything first hand.

• Product (not important for marketing anymore)

• Place

• Price

• Promotion

Brand Management consists of Place, Price, Promotion

Product has its own Product Manager to:

• address customer needs

• cross functional teams