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Case study 8

 

Royal Mail's checklist for portfolio marketing

Each product manager in Royal Mail has a set of 12 challenges which act as a checklist in order to ensure that they are capable of managing products and services effectively. These are:

• Demonstrate the links of your product strategy to the business plan.
  
  
• Do you have a product specification that includes:
  • CVP
  • Product technical architecture
  • Operational specification (detailed level)?
    
    
• Do you have up-to-date product terms and conditions and how are these available to the product users?
  
  
• What is the pricing strategy / objectives for your product?
  
  
• What is the promotional strategy / objectives for your product?
  
  
• What is the product development strategy?
  
  
• What product market analysis do you have?
  
  
• Does a product Marketing Information System (MKiS) exist?
  
  
• Does a product Management Information System (MIS) exist (revenue performance, CSI, Q of S etc.)?
  
  
• What are the product tactical plans (inc. timescales)?
  
  
• What is the history of the product and is there a decision making audit trail?
  
  
• What is the compliance status of your product?

 

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