What role does product/service management play in marketing?

What role does product/service management play in marketing?

What role does product/service management play in marketing?



Product/service management plays a crucial role in marketing by ensuring that the right products or services are developed, positioned, and promoted to meet the needs and desires of target customers. It involves managing the entire lifecycle of a product or service, from conception to launch and beyond. In this article, we will explore the various aspects of product/service management and its significance in the marketing process.

Understanding Product/Service Management

Definition: Product/service management refers to the strategic and operational activities involved in developing, positioning, and managing products or services throughout their lifecycle. It encompasses activities such as product research, development, pricing, distribution, and promotion.

Product Development: The process of product development starts with identifying customer needs and market opportunities. Product managers conduct market research, gather customer feedback, and collaborate with cross-functional teams to design and develop new products or enhance existing ones. They ensure that the product aligns with customer expectations and market demands.

Product Positioning: Once a product is developed, product managers play a vital role in positioning it effectively in the market. They analyze market trends, competitive landscape, and customer preferences to determine the unique selling proposition (USP) of the product. This involves defining the target market, identifying key benefits, and creating a compelling value proposition that differentiates the product from competitors.

Pricing and Profitability: Product managers are responsible for setting the right price for a product or service. They consider factors such as production costs, market demand, competition, and perceived value to determine the optimal pricing strategy. Additionally, they monitor the profitability of the product/service by tracking sales revenue, costs, and profit margins.

Distribution and Channel Management: Product managers collaborate with sales and distribution teams to ensure that the product reaches the target customers through the right channels. They evaluate different distribution options, such as direct sales, retail partnerships, or online platforms, and select the most suitable channels based on factors like customer reach, cost-effectiveness, and brand positioning.

Promotion and Marketing Communications: Product managers work closely with marketing and communications teams to develop effective promotional strategies. They define the marketing objectives, target audience, and messaging for the product/service. They also coordinate the creation of marketing collateral, advertising campaigns, and digital marketing initiatives to generate awareness and drive sales.

The Significance of Product/Service Management in Marketing

Product/service management plays a critical role in marketing for several reasons:

Customer-Centric Approach: By focusing on customer needs and preferences, product/service management ensures that products or services are designed and positioned to meet customer expectations. This customer-centric approach increases the chances of success in the market and enhances customer satisfaction and loyalty.

Market Differentiation: Effective product positioning and development help differentiate a company’s offerings from competitors. By identifying unique features, benefits, or value propositions, product managers create a competitive advantage that attracts customers and drives sales.

Revenue Generation: Well-managed products or services contribute significantly to a company’s revenue generation. Product managers optimize pricing, distribution, and promotion strategies to maximize sales and profitability. They also identify opportunities for product extensions, upselling, or cross-selling to further increase revenue.

Brand Building: Products or services are often a crucial element in building and strengthening a company’s brand. Product managers ensure that the product aligns with the brand’s values, positioning, and overall marketing strategy. A strong brand reputation enhances customer trust and loyalty, leading to long-term business success.


Product/service management is an integral part of the marketing process. It encompasses activities such as product development, positioning, pricing, distribution, and promotion. By focusing on customer needs, market differentiation, revenue generation, and brand building, product/service management plays a crucial role in driving business success.


– American Marketing Association: www.ama.org
– Investopedia: www.investopedia.com
– Marketing Management by Philip Kotler and Kevin Lane Keller