Product Management in Post Liberalised India

From an era of limited choice and mediocre after sales service to an era of customized products and efficient consumer grievance system, Indian consumers have experienced both extremities of market. This research was undertaken with the aim of studying the current market scenario. Product management in the post-liberalized era is a challenging area. Firstly it gives forth the ideology of managing each product separately as strategic business units (SBU) instead of focusing attention on a host of products dealt by the company. Secondly, it deals with marketing specifics of each product separately.Keeping this concept in mind, this research has undertaken to study three consumer durables namely; Colour television, Refrigerator, and Car (small size). The research agenda consisted of determination of important success factors; to study relative significance of various sales promotion schemes; to study present day existence of brand loyalty and the significance of brand image; to study the significance; public relation; to study the present day significance of new product development.

Autorentext

Prof. Devashish Das Gupta is a faculty in the marketing area at IIM Lucknow, INDIA. He holds a PhD in Business Administration and a Masters degree in Business Management. His research areas are Innovations in marketing practices,especially in Retail, Food Retail,and Tourism. He is also a corporate trainer and consultant.