What is Product Management?

Product management is the process of strategically planning, building, and improving a product or service. Learn how it works in this article.

product team launching product management initiatives

Published 2 Sep 2022

What is Product Management?

Product management is the process of overseeing the development and lifecycle of a product, from conceptualization to release and beyond. It's a complex job and one that's essential to the success of any business. After all, if you don't have a good product, you're not going to make any money.

Simply put, product management is all about creating and managing a product. This process includes everything from conception and design to development, launch, and post-launch marketing and support.

That’s why product managers are vital, as they’re responsible for ensuring that the products they create are both high-quality and profitable. And they don’t just work on new products; they also oversee the updates and redesigns of existing products, making sure that they stay relevant in a constantly changing market.

Is Product Management Part of Marketing?

Product management is closely connected to marketing, as it’s responsible for creating and executing marketing plans and strategies. It also works closely with the Research and Development (R&D) team to guarantee that the new products are in line with the company’s overall vision and strategy.

Why is Product Management Important?

At its core, product management is all about figuring out what users need and want from a product and then making sure those needs are met. It’s a complex and vital role in any company and one that’s increasingly important in the age of digital products.

Product management plays a critical role in any company that creates or sells products. It’s responsible for ensuring that the products being created are meeting the needs of the consumers and that they are profitable for the company.

The 3 Areas of Product Management

There are three significant areas in product management, which are:

1. Product Discovery

Also known as Opportunity Discovery, product discovery is where you determine your product’s need and come up with a solution. You’ll also define your target market and do competitor research.

Product discovery is all about initiatives or ideas focused on the user as a customer. Other stakeholders may offer good ideas, but the most important thing is to help create value for the customer. Good product management helps ensure that product discovery works efficiently.

2. Product Planning

Product planning is the conceptualization of the idea of ​​what the product will look like. It lets you know what solution is appropriate for the opportunity that was discovered or identified. Without proper planning, good ideas can easily turn into poor products.
It involves creating a plan for what your product should be, including its features and how it will be marketed.

3. Product Development

This step is where you’ll take your product from idea to launch, including designing, coding, and testing it to make sure it’s ready for the world. Product development begins with writing customer requirements as stories and defining acceptance behaviors.

The 7 Basic Product Management Processes

So what are the seven steps of product management? Let’s take a closer look:

  1. Definition – The first step is to define the product. This includes understanding what the product is, what it does, and who it’s for.
  2. Research – Next, you’ll need to perform research to determine what the competition is doing, what the market wants, and how best to reach your target audience.
  3. Planning – Once you have all of the information from steps 1 and 2, it’s time to plan out the development of your product. This involves creating a roadmap and detailed specifications.
  4. Development – Now it’s time to start developing your product! This step includes creating prototypes, testing them with users, and making any necessary changes.
  5. Launch – Once your product is ready, it’s time to launch! This includes setting up marketing campaigns, preparing customer support, and shipping your product to buyers.
  6. Maintenance – After launch, it’s important to continue to maintain your product by releasing updates and addressing feedback from users.
  7. Evaluation – Finally, you’ll need to evaluate how well your product is performing and make changes as needed. Consider using a product evaluation checklist to assess the quality and safety of your manufactured products.

Product Management in Action

Product management can be applied in a number of ways. Some of the most common product management examples include the following:

  • Launching a new product
  • Redesigning an existing product
  • Addressing customer feedback
  • Conceptualizing plans to make products more interesting or sellable
  • Branding of products to create awareness in the target market

No matter what you’re working on, there’s no doubt that good product management is essential for success.

Shella Marie Ang

SafetyCulture staff writer

Shella Marie Ang

Shella Marie Ang is a content contributor for SafetyCulture. Cultivating her experience in social media marketing, virtual assistance, and SEO has helped her create compelling content for websites and blogs. Her medical background also has given her an edge when it comes to writing medical and health-related content. She loves reading in her free time and being around other creatives.

Shella Marie Ang is a content contributor for SafetyCulture. Cultivating her experience in social media marketing, virtual assistance, and SEO has helped her create compelling content for websites and blogs. Her medical background also has given her an edge when it comes to writing medical and health-related content. She loves reading in her free time and being around other creatives.