NPC Hyderabad- The Panel discussions start: “Brand or Product? Role of Product Management”

NPC commenced its first panel discussion by Sateesh Andra, Managing Partner in Ventureast, Gopi Balusu, CEO, Sankhya Technologies Pvt. Ltd, Jasminder Singh Gulati, CEO and Founder of NowFloats and Usha Kiran Gummuluri, Executive Manager of Intergraph India Pvt. Ltd. The panel discussion was on “Brand or Product? Role of Product Managers”

What was the discussion about?

Brand management has been playing a key role in a product’s lifecycle. The more innovative the product is, the tougher becomes the brand management. There is a problem of placing the product in the right category. There is even a chance that a whole new industry has to be spotted for the product.
Sateesh Andra says that the line between brand and product management has been constantly decreasing. Brand management and product management are no longer mutually exclusive. Product management strives to provide by seeing what the competition offers and what exactly the customer values. Then the target is to further disseminate this knowledge and provide the perfect product for the customer.

What does the product manager do?

A product manager is someone who shapes the product and resonates with the user experience. Jasminder Singh states that “A product manager is, generally, someone who has a technical background and is a “geek-at-heart””. MRD – Marketing Requirement Document has now become essential as brand and product management now go hand-in-hand.
The product manager also faces fundamental tensions as they tend to work closely with other teams. Product management is responsible for the inside intelligence of a company. They further prioritize what needs to be done. As challenging as it is to manage internal and external satisfaction for a particular product, the product manager still manages to maintain transparency such that stakeholders are satisfied with the knowledge available.

All the panelists seem to agree that brand and product management aren’t the same, yet they aren’t mutually exclusive either. Both needs to go hand-in-hand for an organization to excel in terms of management.

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