All posts by N. P. Menon

The State Of Product Management In India, 2012

With rising interest in product management in India, and a growing awareness of the value of the discipline, we decided to conduct a study on the state of product management in India: what activities are product managers involved with, what their biggest challenges are, and how they are equipping themselves on the road to product success. The survey was administered online using a structured questionnaire, and we received responses from 100 practicing product managers (PMs) across companies of different sizes, all of whom had attended…

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How To Get Marketing Process Outsourcing Right

Marketing process outsourcing (MPO), defined as the outsourcing of a company’s various market-facing activities to an external provider, is not exactly a new phenomenon. It has been in the news for the last 3-4 years, and here at Confianzys, we often hear from technology and product firms who believe we can help them in the marketing department. Tempting as it is for resource-stretched technology firms to consider such an arrangement, marketing process outsourcing works only when there is clarity of objectives and well-defined metrics to…

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Converging Markets, Converging Problems

A recent article on How the tech parade passed Sony by analyses the fall of this once mighty corporation and attributes it to internal infighting and an inability to foresee a changing market. As we had examined in our thought paper on the hidden barriers to innovation, internal silos with business working on divergent goals and projects prove lethal for companies. While Sony has fared disastrously in the consumer electronics space it once dominated, the company is still seen as a force to reckon with…

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When Do You Start Marketing Your Product?

If you take a linear view of the product development and management processes, you may answer this as product planning followed by product development and then by product marketing. While product planning should be a starting point (read our thought paper on market-centric product planning), marketing does not need to wait until the development is finished and the product ready for rollout. In fact, if you’ve waited this long, you’ve been waiting too long. Product marketing can and should begin while product planning and development…

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Deals-based e-commerce in India: Ripe for a fall?

Snapdeal, Koovs, MyDala, Crazeal (the erstwhile Sosasta now acquired by Groupon), Dealsandyou, LivingSocial – these are only a few of the players in the growing number of group buying and deals-based sites in India. With low entry barriers, a host of sites with little differentiation have sprung up. Is the online deals market headed for a shakeout? Yes, and the answer is – a shakeout is imminent and not just because of the number of players in the market. The truth is that with VC…

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