2 - D A Y W O R K S H O P
Product Management
Rationalizing & Revitalizing the Portfolio
for Market Growth
Dates
& Location:
July
17-18, 2007
/
Chicago, IL |
AGENDA
DAY ONE |
|
7:30 – 8:30 |
Registration and Continental Breakfast |
|
8:30 – 9:00 |
Introductions & "Setting the Stage" |
|
9:00-12:00 |
The Business Case for Product Portfolios
-
Predicting success – or failure – is both an art and a science.
But a methodological process of building a portfolio can help.
Portfolio definitions and structures
- identifying key leverage
points
- matrix
axes alternatives
Aligning product portfolios
with …
- market
opportunities
- corporate strategies
- brand architecture
|
| 12:00-1:00 |
Lunch |
|
1:00-4:30 |
Pruning the Portfolio (Part 1)
-
Pruning, as a landscape concept, applies to both the removal of
weak components as well
as the shaping of a plant or landscape design. The same is true
for product portfolios; pruning refers to both rationalization
(removal) and revitalization (shaping).
Product line rationalization
- developing criteria to
eliminate products
- developing effective
phase-out strategies
|
|
4:30 |
Day One Wrap-Up |
|
5:00-6:30 |
Networking Reception |
DAY
TWO |
|
7:30 - 8:30 |
Continental Breakfast |
|
8:30 – 12:00 |
Pruning the Portfolio (Part 2)
-
When pruning is done right, new growth can occur. But additional
steps to revitalize growth can be applied.
Revitalization
- exploring ways to reduce
complexity
- repositioning myths and
realities
- extending products and
brands
New Product Ideation |
|
12:00-1:00 |
Lunch |
| 1:00-4:00 |
Implementing the
Launch
-
“Strong” products sometimes fail in commercialization when the
launch is haphazard or not well planned.
Key attributes of a successful product launch
-
determining launch readiness
-
stakeholder belief builders
Go-to-market considerations
- what
sales and channel partners really want to know
- tools
for motivating resellers
|
|
4:30 |
Workshop Adjourns |
|
|
Download Brochure |
PM_Workshop.pdf |
Course Info |
|
Register Today!
There is only
1 seat remaining for this workshop as
of
07-09-07
Special Bonus!
All
workshop participants will receive complimentary
copies of
all
three of Linda Gorchel's acclaimed books. |
|
