Atamo - What is Product Management?

What is Product Management?

The task of defining the detailed list of product items, pricing them, and combining them in ways that are attractive to different types of target customers is an aspect of product management. Customers require a recommended retail price (RRP) list, and an accompanying discount schedule. The RRP list needs to be completely unambiguous, so that each delivery of a numbered product item is exactly the same as each other delivery of that same numbered item. Without that level of detail, customers will not be able to make unambiguous orders, and the seller will not be able to deliver against those orders. The list of detailed items may then be packaged in various ways to make it attractive to different markets.

The product manager is responsible for developing the RRP list, so there is a one-to-one relationship between the list and a deliverable hardware, software, or service item. He or she would also be responsible to develop defined packages of items and to provide bundled prices for them. The RRP list is a living document, reflecting additions, deletions and repackaging of product items. For example, some packages may be offered for a short time as promotions and then withdrawn. Other packages will change as items become obsolete or are added to the portfolio. Adding simple item descriptions, rules for allowed combinations and ordering procedures turns the RRP list into a sales catalogue. The addition of key value propositions and sales strategies creates a sales manual. The longer term strategy for the product, through to the end of the product's life cycle, is captured by the product roadmap.

Deliverables from Product Management

Atamo has years of experience in product management, see our capabilities page.