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Product Taxonomy

The document discusses a typical product taxonomy structure used by companies to classify their various products, services, and technologies. It outlines different levels of the taxonomy from highest to lowest, including product portfolio, product line, product bundle, product, product variant, product component, and technology enablers. Having a consistent taxonomy helps ensure everyone within a company understands what products to sell, deliver, and measure.

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Peshin Kunal
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62 views1 page

Product Taxonomy

The document discusses a typical product taxonomy structure used by companies to classify their various products, services, and technologies. It outlines different levels of the taxonomy from highest to lowest, including product portfolio, product line, product bundle, product, product variant, product component, and technology enablers. Having a consistent taxonomy helps ensure everyone within a company understands what products to sell, deliver, and measure.

Uploaded by

Peshin Kunal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Product Taxonomy product


World class product management
Companies with lots of products and services often have many different ways of talking about them.

. It’s easy to get confused, which is where a Product Taxonomy can help (this is our version). Training | Resources | Reviews | Leadership
focus
A consistent understanding across the business means everyone knows what to sell, deliver and measure. [email protected] | www.productfocus.com

Product line Product portfolio


Product portfolio Typical Product Taxonomy Structure
Used where there is a wide range of product Highest level of product grouping, e.g. of products and
configurations available that can be logically grouped. product lines. Also includes services where separately
defined.

Product line

Product bundle Product bundle Proposition


A group of products and services that are offered for sale Explains the value of the offering to a specific group of
as a standard package. Usually has common attributes
such as terms & conditions, support services, etc. Product Proposition target customers (market segment) who have a problem
or need. Also known as a “value proposition”.

Product variant
Product Managed services
Product component
The primary offer at a product level. Normally customers Ongoing (for the customer) and repeatable services,
will purchase and contract at this level. often running for the contract duration such as an
Technology enablers Managed services end-user help desk.

Custom
Core platforms Professional services
Product variant Professional services
Custom technology
Adaptation or different technology needed to support
local markets and addressing the same market problem. Infrastructure Support One time (to customer) specialist services such as
consultancy, deployment planning, audits, transition
Local variants often mean that global capabilities support, etc.
cannot be fully leveraged.

Product component Technology enablers Core platforms Infrastructure Support


Lowest level of visible product element from a customer Enablers are the capabilities required to deliver a Underlying technology supporting a product such as a Underlying capabilities needed to support platforms, Support and other elements provided by people that
perspective. Can be contracted/bought directly – but product. May be specific to a product or shared but billing system or customer provisioning system. May be products and services such as hosting, networking and complement the delivery and operation of a product.
normally part of the product sale. aren’t sold directly to customers. specific to a product or a common horizontal layer other IT infrastructure.
supporting multiple products.

Who owns what? Products


Product elements are usually managed by the product
management team which may be centralized or distributed
in a multinational company. Custom Custom technology
Portfolio management is often done by the Senior Technology elements are usually owned by the development/IT Created specifically for a customer and not Technology or partner capability that is needed
Portfolios Leadership Team or a dedicated product portfolio Technology elements team who architect and deliver enablers, platforms and
developed in a repeatable and reusable way. to complete a custom solution. Will need to
management team. infrastructure to meet the needs of the product.
May be referred to as a “custom” or “bespoke” be bought and architected into a specific
Propositions may be developed by a dedicated Services are typically owned by a mix of professional services solution. solution for the customer.
Propositions propositions team or they will be the responsibility Services and support teams who provide their service in support of a
of product management or product marketing. range of products.

© Product Focus I009-2102

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