Technology in Product/Service

Management

Intro

• Describe the use of technology in Product/Service Management

How technology is used to manage the product life cycle

• Technology provides a shared platform for collaboration among product

• The product lifecycle management (PLM) software market is evolving rapidly and growing fast.

How technology is used to manage the product life cycle

• Product Lifecycle Management (PLM) Systems enable technology for PLM to integrate people, data, processes, and business systems and provide a product information backbone for companies and their extended enterprise.

• Techonology allows integration of these tools with methods, people and the processes through all stages of a product's life

How technology is used to manage the product life cycle (cont.)

• Data Mining and Data Warehousing are two technology components which are collectively used for deriving valuable pieces of knowledge (in form of trends, patterns and rules) from hoards of data.

Technology in Product/Service Management

• Applications of Technology in Marketing:1. Point-of-Sale Systems

2. Interactive Touch Screen Computer

3. Interactive TV

4. Customer Relationship Management

5. Enterprise Resource Planning Systems

6. Internet

Technology in Product/Service Management

• Applications of Technology in Marketing:

1. Point-of-Sale Systems

2. Interactive Touch Screen Computer

– Scanners at cash registers, touch screens, –hand-held devices at checkout

– Example: Kiosks

Technology in Product/Service Management Continued

• 3. Interactive TV

• 4. Customer Relationship Management

– Where TV is like a computer- order movies,click on Ragu for recipes, order food

– A customer can track an order. The CRM orbusiness can track customer satisfaction

SIDE NOTE – Interactive TV

• Interactive TV helps marketers to develop a database of their uses

• This database analysis helps see the customer’s reaction to products

• They are testing Interactive TV for promotion

Technology in Product/Service Management Continued

5. Enterprise Resource Planning Systems

– Software that allows all parts of the company’s management to be integrated

Technology in Product/Service Management Continued

6. Internet– Wi-Fi– Search Engines– E-mail– E-commerce

Product Labeling & Packaging Technology

• Some packages and labels also are used for track and trace purposes

• Food packaging protects and preserves food. A range of materials can be used for packaging, some of which are environmentally friendly. Labels carry information for the consumer. Some of this information is required by law.

• A pack of pork from Tesco is labelled with a sticker that says "No Carbs per serving". This is clearly aimed at people on a low-carbohydrate diet.

Product Labeling & Packaging Technology (cont.)

Packaging Functions & Technology

• to preserve the product

• to protect the product from damage

• to make the product more attractive to the consumer

• to make it easier to transport the product

Packaging Technology

• Prototype Coca-Cola bottle, 1915.

• Later revised for better stability

• And mass production

Packaging (cont.)

•What other packaging does Coke Cola use?

•WHY?

How technology is used in market testing

• Virtual store simulations can be an indispensable tool for understanding in-store behavior and designing stores and merchandising programs that truly meet the needs of consumers.

• Use of computer-driven store simulation technologies to conduct market research and achieve other key business objectives is fast becoming a common practice among consumer product manufacturers and retailers

• If conducted properly, virtual store tests can deliver a more accurate representation of at-shelf product selection and other shopping behaviors than traditional methods of consumer research and a faster, more cost-efficient alternative to in-store field tests.

How technology is used in market testing (cont.)

• Startup costs can be significant, the use of virtual store simulations offers a wide variety of business benefits that practitioners say more than justify the initial expense.

• Valuable tool for new product development.

How technology is used in market testing (cont.)

• Virtual store simulations can be an indispensable tool for understanding in-store behavior and designing stores and merchandising programs that truly meet the needs of consumers

• Contribute to a better new product success rate.

How technology is used in market testing (cont.)

Now you design some Technology!• Teams of 1 or 2 - Select a store & design a

touch screen computer interface for an in store kiosk.

• Write down: 1) What questions should be asked? 2) What data/ information should be collected? Think about:– How could the company use the information? – What information does the company need to save

about the transactions?– What information does the company need to save

about the customers?