Main takeaways: -Analyzing current environment. -Getting to know your new product. -What to change and what not to change.

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New Role: First Days of a Product Manager
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5. FIRST DAYS OF A PM
IN A NEW ROLE
RODRIGO GÓMEZ
SONY PRODUCT MARKETING HEAD

6. AGENDA
1. Introduction.
2. Analyzing current environment.
3. Getting to know your new product.
4. What to change and what not to change.

7. A LITTLE ABOUT ME
- St ar t ed w or king in Sony in
2008, finis hing m y fir s t per iod
in 2012 finis hing in T V Pr oduct
M anagem ent T eam .
- J oined Sam s ung fr om 2012 t o
2016, w her e I cont inued t o
dev el op m y car eer as T V and
Soundbar s Pr oduct
M anagem ent .
- I n 2016 I joined His ens e w her e
w e m ade a s ucces s ful
int r oduct ion of 4K T V ’s in t he
M ex ican m ar ket .
- Rejoined Sony in 2018 as par t
of t he V ideo and Sound T eam ,
one y ear l at er I w as dr aft ed
t o T V t eam and now I ’l l be in
char ge of t he Digit al I m age
t eam .

8. Before implementing a new strategy, you should
make a deep analysis of current environment, my
suggestion is to focus on the following fields:
•- Market.
•- Competitors.
•- Internal Processes.
•- Targets.
•- Online status.
ANALYZING CURRENT ENVIRONMENT

9. Market Competitors Internal Processes
From market information you should
get valuable insights, sure, data is
great but what you get from that data
is key to make better strategies.
Understand clearly the market size, all
the subcategories of the product you
are managing and your current market
share (total and by segment). Once
you have this analysis you are more
likely to find good opportunities.
From competitors you need to
understand what are they doing in
both scenarios, good practicesand
bad practices. Good practices as they
can understand the market in a
different scope than yours, giving you
the opportunityto improve and look
for an alternate solution and bad
practices as they give a very good
measurement of what will not be
acceptedby the market.
Gettingto know all your current team
is key as the job of the Product
Manager directlyinvolvesother areas
of the company. Have meetings with
all your internal clients, such as sales
team, finance, retail, online, trade
marketing, logistics, etc. Also learn all
the processes needed to fulfill your
activities, even though you not
operate directly, and remember
teamwork is indispensable.
ANALYZING CURRENT ENVIRONMENT

10. Targets Online Status
Find out what the key targets of the
company are, and if you can set new
ones consider that theyshould be
SMART:
Specific
Measurable
Achievable
Realistic
Time
Online business has been blooming for
a quite while, and all the pandemic
boosted this wayof business more than
ever. With the traditional points of sales
closed a lot of companies had to go
through an intensive transformation,
those who couldn’t adapt had a great
impact on their sales, so checking your
online statusshould be one of the top
priorities.
ANALYZING CURRENT ENVIRONMENT

11. Whenever you have a new product, it can be
complicated to understand it at 100%.
Therefore, I suggest you keep an eye on:
•- Benefits rather than specifications.
•- How does it improve vs previous version?
•- A really good experience when showing it to
the consumer.
•- Price should always be the final purchase
decision factor.
GETTING TO KNOW YOUR NEW PRODUCT

12. There’s a common saying in Mexico: “If
something is not broken, don’t try to fix it”. This
can very well apply to this first days in a new role.
Once you have made the proper analysis of your
environment and have gotten to know your new
product it’s wise to keep the current processes,
team and ideas that are working.
However, if during the analysis you found out
things that can be improved take a brave step
towards change. It doesn’t have to be fast, but it
must be effective.
Remember that there’s not a specific way
towards success, feel free to explore several
ideas and have an open mind to embrace new
methods.
WHAT TO CHANGE AND WHAT NOT TO CHANGE

13. THANKS!
ありがとうございました。
LINKEDIN
LINKEDIN.COM/IN/RO
DRIGO-ISAÍ-GÓMEZ-
CUÉLLAR-49251979/
EMAIL
RODRIGO.GOMEZ
@SONY.COM
FACEBOOK
@OFICIALSONYMEXICO
INSTAGRAM
@SONYLATIN

14. www.productschool.com
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