How do you do product planning? What s included in the product plan?

1. What is product planning In terms of image, for consumers, product planning is like conducting a symphony orchestra, so that the product lineup of all kinds of musical instruments is as wonderful as a variety of musical instruments and performs their own duties, playing a movement that makes consumers excited. For competitors, product planning is like arranging troops, so that various series of products are like all kinds of soldiers and horses to attack and defend each other, and attract enemies. The content of product planning includes product structure planning, product serialization planning, model positioning planning, product length and width planning, product life cycle planning, etc.

II. On the Classification of Product Categories and Structural Planning The army, the army, and the army are composed of teams. In order for the product lineup to exert the same power as the army, it must also be formed into a team, that is, the corresponding product line must be reasonably divided into categories, and the structure of each category must be planned. There can be many kinds of standards for dividing product categories, such as first, performance, appearance, etc., we can analyze products on a number of standards, and plan our product structure from multiple angles and systems.

However, which factor is used as the primary criterion plays a pivotal role in the overall product planning work. For the vast majority of consumer products, including smoke machines and stoves, the primary factor of a consumer-centric, competition-oriented division standard should be first, followed by factors such as performance and appearance.

If the store wants to sell the product well, it must do category planning for the product.

Product strategic planning is an important part of enterprise strategy, and it is also the strategy most closely related to the strategy of each enterprise. The above article provides you with a lot of knowledge of corporate strategy and product strategy, which is to lay the foundation for product strategic planning, rely on professional ideas, concepts and methods to do a good job in product strategic planning, and provide strategic guidance for product management and enterprise management. There is a high degree of similarity in the method path of formulating company-level product planning, product portfolio planning, product line planning, product planning and new product planning, but the scope is different, and I provide you with a unified reference framework, as shown in Figure 2-22.

Figure 2-22 Product strategic planning framework

Product strategic planning should first start from understanding the policy, industry and market environment, provide macro conditions for product planning, understand enterprise strategy, and provide product strategic objectives and product strategy support for product strategic planning. On this basis, product leaders at different levels of the company can lead cross-functional teams to develop company-wide product planning, product portfolio planning, product line planning, product planning and new product planning.

Product strategic planning is an overall plan for enterprises to obtain product market competitiveness. Therefore, any product planning starts from focusing on the target market, through understanding the target market, segmenting and analyzing the market, and analyzing the market attractiveness of its own products and competing objects, comprehensively evaluating the market competition environment and competitive opportunities of products, so as to formulate product competition market strategy and competitive product strategy. Under the dual guidance of product strategic objectives and product competition strategy, the structure of the product is analyzed and optimized, the new product development plan is formulated according to the development needs, and the corresponding strategic adjustment is made in combination with the life cycle of the product, so as to ensure the overall structural balance and healthy and stable development of the company's product planning.

In addition, we should also make product sales and investment budgets according to the corresponding product planning, including risk assessment and contingency plans, and provide product strategic decision-making analysis and basis for senior management. Finally, formulate an action plan according to the product plan, including specific tasks, responsible persons, required resources and time nodes, so as to ensure that the entire product strategic plan can be implemented and executed.