Devolope a press packet, generally an article (written as a newspaper) explaining your product and how it differs from other similar products and put you as the contact person in the last paragraph. You may either put a picture of the product or even the product itself (like software companys sending out their new releases to press reporters). You also provide them with information about the company. You might sponser an event and put th product name in the event title like the Preperation H bikini contest. You might have taste tests, give the product to celebs in hopes they will be photographed using your product etc. Basically it’s anything to cause your product to been seen by the public in hopes it becomes the next big things without actually buying commercial time or ad space in the newspaper.

The enterprise will have various goals; short term, medium term, and long term. There will also be specific targets. Usually the management will specify the broad expectations to each Division Head.

The classic method to be adopted by the VP for achieving the goals is the five step management process. The first four steps will be what is called PDCA.

1. Plan…Think into the future and evolve a Plan.

2. Do…. Organize all resources and implement the work towards achieving targets.

3. Check…Periodically review the results achieved comparing actual with targets.

4. Action…Take countermeasures and preventive action

Countermeasures are to reduce difference between plan and actual. Prevention avoids repetition of mistakes and reinforce what worked.

The fifth step is to develop the next plan.

A VP typically spends about 5% time on routine work, 70% on improvement and the balance on breakthrough thinking. The next level manager will spend 15% on routine, 75% on improvement, and the balance on breakthrough. The last level will spend most of the time in routine. Even at this level some time must be spent in improvement. Breakthrough at this level will be a bonus if it happens.

The VP will have to carefully deploy the work to the next level, lend a helping hand when needed, and keep the finger on the pulse. If there are training needs, they are attended to.

There are lots more that a VP does, but all those will fall within the broad framework given above.