Product Launching And Brand Positioning Strategies

A Cutting Edge, Separately Bookable Programme With Over 40 International And Regional Case Studies

Successful

Product Launching And Brand Positioning Strategies The Critical Issues For ‘Getting It Right’ 30 May - 4 June, 2009 • Arjaan Rotana Hotel, Dubai, UAE Successful Product Launching 30 May - 1 June, 2009

Brand Positioning Strategies 2 - 4 June, 2009

Course Director: Bryan Urbick, Director of Research Consumer Knowledge Centre, UK

Course Director: Prashant Malaviya, Associate Professor of Marketing INSEAD, France

By attending Course One, you will be able to: • Effectively examine the consumer market • Develop insight into potential opportunity areas for products and services • Better expand and test new product/service ideas

By attending Course Two, you will be able to: • Develop strong brands as a source of sustainable competitive advantage • Build a brand position and deliver on the brand promise

• Develop and implement launch strategies and tactical plans • Build integrated communication briefs and strategies • Evaluate and solve problems after launch • Generate and implement an innovation strategy

• Give your brand a personality and character that customers value • Build customer relationships with well positioned brands • Develop a “Brand Culture” within your organisation • Brand on a shoe-string budget

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Official Regional Recruitment Partner

www.iirme.com/product

Dear Brand Manager and Marketing Professional, As you are well aware product launching and brand positioning are some of the most intimidating challenges a marketer faces. Even the ‘big players’ often fail – despite millions of dollars spent on research and market testing. Every successful launch and branding strategy is an integrated process that involves many areas of your business and should include critical internal as well as external marketing issues. These two cutting edge courses will be delivered by renowned experts from the world of Product Launching and Branding Strategies. Bryan Urbick, Director of Research, Consumer Knowledge Centre, UK, on Successful Product Launching and Prashant Malaviya, Associate Professor of Marketing at INSEAD, France on Brand Positioning Strategies. Between them, these experts will cover 40 case studies referencing blue chip companies throughout the world and you will undertake over a dozen practical exercises in these highly interactive and exciting training courses. This two part course is unique. It will be one of the most exciting learning experiences that you will ever attend – and you will leave with positive and tangible results to take back to your company. I look forward to personally welcoming you to IIR’s Successful Product Launching and Brand Positioning Strategies – The Critical Issues for ‘Getting It Right’ in May. Best regards,

Keith Parker Conference Manager P.S. Attend all six days and SAVE up to US$ 1,400! P.P.S. Including brand new case studies for 2009

Forthcoming Related Events BC2940 Certified Product Manager® / Certified Product Marketing Manager™ 28 March – 2 April 2009 www.iirme.com/cpmm BC2950 The Essentials Of Public Relations And Communications 5 – 9 April 2009 www.iirme.com/prc BC2995 Marketing Masterclass 24 – 28 May 2009 www.iirme.com/mm

Meet Your Programme Director For Successful Product Launching: Bryan Urbick Bryan is a frequent author and lecturer around the world on the subjects of kids, product development, innovation and the NPD process. He is one of the founding directors of the Consumer Knowledge Centre and serves as the CEO and Chairman. Prior to setting up the business, Bryan worked in the food industry for over 10 years, and prior to that in the banking/financial services industry - both in marketing and product development. He has been working with all ages and segments of consumers, but is particularly known for his year of work with children, having conducted research with kids in Europe, North America, Africa, Asia, the Middle East and Central America. For the last 16 years, he has been working to develop consumer research methodologies that innovate the research process and improve product success. Bryan and his colleagues at CKC were part of the team that won an ARF David Olgilvy Award 2007 for innovative research leading to business success, and personally was the 2004 winner of the prestigious Prosper Riley-Smith Award (from the international Association of Qualitative Research) for unique and innovative research with young children in the US on brand characters. As well as numerous articles in trade journals and magazines, Bryan is the Managing Editor of Kids Food Trends, recently expanded to a 10-issues per year newsletter published by BNP Media/Prepared Foods and he wrote the book, About Kids: Foods and Beverages published by Leatherhead Press. As an interesting aside, under the pen name of B Conley O’Ryan, he wrote the successful and critically acclaimed children’s musical The Magic of Me which enjoyed a national tour to primary schools in the UK, and the play I Love You More produced in a London Fringe theatre.

Meet Your Programme Director For Brand Positioning Strategies: Prashant Malaviya Prashant Malaviya, Associate Professor of Marketing, joined INSEAD (The European Institute of Business Administration) in 1999. Prior to that he was Assistant and Associate Professor of Marketing at the University of Illinois in Chicago. He obtained his PhD in Marketing from the Kellogg School of Management, Northwestern University, MBA (with honours) from the University of Delhi, India, and an engineering degree (with honours) from the Institute of Technology, Varanasi, India. Before entering the world of academia, Professor Malaviya worked as a systems analyst for Nestle and Tata Engineering in India. Professor Malaviya regularly carries out research on customer psychology and consumer behaviour. His findings have appeared in leading marketing journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Behavior, Journal of Consumer Psychology, Psychology and Marketing, and Marketing Letters. He applies insights from consumer research to better understand how marketing actions, (such as brand positioning, marketing communication, product design and also customer service), influence consumer judgments and choices, and customer satisfaction and relationships. Professor Malaviya’s teaching reflects his research focus on customer analysis. He has taught seminars on marketing strategy, branding and brand management, marketing of services, advertising, and consumer behaviour, at Executive, MBA, Doctoral and Undergraduate levels. The executive programmes he has been involved with include both company specific programmes (for professional consulting, telecom, insurance, pharmaceutical and consumer goods companies), and open-enrolment programmes. Professor Malaviya has served as a consultant for various companies in the US, Europe, and Asia.Forthcom

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/product

Successful Product Launching

30 May - 1 June, 2009

Course registration will be at 08.00 with a prompt start at 08.30 on each day of the course. Refreshment breaks will be at appropriate times and lunch will follow at the close of each day at 14.30.

Course Overview The Critical Issues: Getting It Right During the three days of the Product Launching section of the programme, you will examine the three key elements to launching successful products and services: Doing Your Homework (Analysis); Building The Roadmap (Planning); and Making It Happen (Implementation). Using a mix of lectures; case studies from around the world and practical exercises, this course will not only be highly informative and actionable, but also engaging and enjoyable.

Benefits Of Attending: Doing Your Homework is critical to any successful launch. The market and consumer must be understood, and the opportunity must be developed – and from this – the idea should be executed. Often companies confuse the idea and the opportunity, and then if the idea doesn’t meet expectations, the opportunity is abandoned. Successful companies focus on the opportunity and build strategies to exploit them. Day One will focus on the ways to do just that. Building The Roadmap (Plan) is the second step – and equally important in the launch process. By building a proper strategy and from that – developing the tactics – a holistic and successful launch is more likely. It is easy to mix-up strategy and tactics, and Day Two will provide tools and techniques to build both a solid launch strategy and an integrated tactical plan. Making It Happen may seem to be the third and final step to a successful product launch, but is it? Launching successful products and services is just the beginning. Successful companies look beyond the product and work on innovation often even prior to the launch. Day Three will provide tools and techniques for launch communication strategies, but also work through ideas of how to turn a problem launch into a success. Also, specific ways to consider the future and an innovation strategy will be discussed and practical exercises completed.

Day One

Saturday, 30 May 2009

Doing Your Homework (Analysis): Understanding Markets And Consumers Exploring The Market The Broad Overview • ‘Birds eye’ views – why they are beneficial and what you can do with them • Trend analyses – macro trends • Competitive set models • Determining a rough ‘volume of opportunity’ • Build target consumer hypotheses and test them Case Study: Middle Eastern Dietary Issues And How These Affect Consumer Food And Beverage Choice Examining The Consumer: Up Close And Personal • Primary vs secondary research – overview, benefits and drawbacks of each and how to best use both • Qualitative vs quantitative research – overview, benefits and drawbacks of each and how to best use both • Traditional vs non-traditional methods – comparing and contrasting methods and techniques • Projective vs elicitation techniques – comparing and contrasting methods and techniques • Building insight statements/understanding of truths New Case Study: HSBC Amanah Creative Exercise: Applying the tools and principles from the previous sections, you will work through a practical exercise as follows: Choose a consumer segment, determine its wants and needs, build a consumer profile and create an idea for a product/service to meet those specific needs/wants. Opportunity Spotting – Tools And Techniques • Link findings/learnings from market understanding and consumer research • Building insight based platforms • Building cross-functional teams • Idea generation and building ‘The Big Idea’ • Determine winning ideas/products (executions)

•

Feasibility studies – how to manage them so they don’t manage you! New Case Study: Etisalat

Case Studies: Wal-Mart and Tesco Supermarkets, plus examples from several other companies/industries, including Almarai, Al Islami (formerly Co-Op Islami), Nestle, Cadburys and Nivea Creative Exercise: During this highly interactive session you will experience first hand some of the tools and techniques discussed to enable you to carry out similer approaches in your own company out similar approaches in your own company. Day Two Sunday,

31 May 2009

Review of Day One, with participant presentation of exercises Building The Roadmap: How To Plan For Launch Success Case Study: All About Kids: A Global View (looking in-depth at a consumer segment) Strategy Vs Tactics • The difference between strategy and tactics • Building a strategy statement combining the elements learned in Day One Creative Exercise: You will develop and present strategic statements based on some product/service ideas generated on Day One Building And Testing A Strategic Plan • The key elements of a strategic plan • How to present it to get buy-in from all those involved – determining the key stakeholders • Understanding the organisation and culture • Linking strategies to ‘vision’ and ‘mission’ - the importance of marketing and strategic marketing • Tools and techniques for developing a strategic plan and allocation of resources Case Examples: Ikea, Wal-Mart and Masafi New Case Study: Jumeirah

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/product

Creative Exercise: Applying the tools and principles from the previous section, you will work through a practical exercise to generate a strategic plan. The key elements will be presented to the larger group

• •

Build upon strengths and exploit them Re-analysis of market view, consumer insight, insight platforms, strategic and tactical plans

Case Studies: easyJet and Virgin Atlantic Building And Testing The Tactical Plan • Understanding several different tactical approaches • The key elements of a tactical plan • How to use marketing in the tactical plan • Tools and techniques for developing a tactical plan from the strategic plan Case Study: Marriott Hotels Creative Exercise: Applying the tools and principles from the previous sections, you will work in small groups to develop a basic tactical plan from their strategic plan. The key elements will be presented to the larger group

Day Three

Monday, 1 June 2009

New case study: Carrefour When Something Goes Wrong • Setting up appropriate measures to enhance awareness of problems/ potential problems as they occur • Determining the cause of the problem • Developing a problem resolution strategy • Testing the problem resolution strategy • Implementing the problem resolution strategy Case Studies: Sunny Delight (P&G), NatWest Bank, Kraft Foods and Kelloggs India

Review of Day Two, with participant presentations of exercises Making It Happen: Implementing Your Plan Communicating The Launch • Writing a good communications brief • Developing a comprehensive communication strategy • Testing the communication Case Studies: Heinz, McCain, Kellogg’s and Pampers Kandoo Creative Exercise: Applying the tools and principles from the previous sections, you will work in small groups to develop a basic communications brief and strategy. The key elements will be presented to the larger group ‘Going With The Flow’: Leading And Following The Market • Understanding market dynamics • Follow product success and failures •

How to learn from mistakes and fix them

Creative Exercise: Applying the tools and principles from the previous sections, you will work in small groups and will analyse and develop a problem resolution strategy. The key elements will be presented to the larger group Looking Beyond The Launch: Where To Go From There? • Determining new needs/wants generated from product/service acceptance • Path vs destination – development of an innovation strategy • Looking forward – some tools and techniques for future planning Case Studies: Calvin Klein Fragrances and Dove Soap (Unilever) Creative Exercise: Applying the tools and principles from the previous section, you will work in small groups to carry out a ‘future planning’ exercise. The key elements will be presented to the larger group PLUS: Additional Case Studies to include TELECOM and PROPERTY Review And Close of Successful Product Launching

Brand Positioning Strategies

2 - 4 June, 2009

Course Overview Brands have become increasingly important in a global, hyper-competitive business environment. Brands are critical for a firm’s success in mature markets and strong brands also enable a firm to place itself in a leadership position in new, emerging markets. Building strong brands that provide long-term competitive advantage involves many actions. These actions include: Developing a brand’s positioning, a brand character, a brand identity (name, logo, visual and other aesthetic symbols for the brand) and a brand culture that directs the behaviour of the brand’s custodians so that they can consistently deliver the brand’s promise to customers. With this view therefore branding is a philosophy – a culture – whose one and only objective is to deliver a clear promise to customers.

Benefits Of Attending: This course is designed to provide you with a thorough understanding of how to develop a brand’s positioning, give the brand a unique character that customers would value and build a branding culture within your organisation.

Benefits Of Attending For You: • • •

Understand the value of brands and brand positioning Learn a framework for developing and managing brand positioning Learn how to sustain the competitive advantage of brands

For Your Company: • • •

Gain a powerful source of competitive advantage Obtain greater power in the supply and demand chain Build customer loyalty and impact the bottom line by developing a ‘brand culture’ in your organisation

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/product

Brand Positioning Strategies

2 - 4 June, 2009

Course Timings: Registration will be at 8.00 on Day One and each day will commence promptly at 8.30 and conclude at 14.30 with lunch. There will be two breaks at appropriate times.

Day One

Tuesday, 2 June 2009

Creating Value For Your Organisation And Customers Q: Why Do We “Position” Brands? A: To Create Value For The Firm… • Value of brands • Brand value vs brand equity • Understanding the role of stakeholders in brand strategy • A framework for diagnosing the strengths and weaknesses of a brand

The Importance Of Emotions In Positioning • From functional to emotional consumer benefits • Emotional positioning fundamentals • How and what emotions to build in brand positioning • Understanding the laddering process • Evolution of positioning over time and with competitive changes Case Studies: L’Oreal, Digital Angel, Volvo, Campbell’s Soup

Case Studies: Intel, Apple, Nike Q: How Do We “Position” Brands? A: By Creating Value For Customers • Understanding customer needs and wants • Understanding brands from the customer’s perspective • Positioning tells the firm what value is being created for the customers • A framework for understanding the process of value creation Case Studies: Virgin Atlantic Airways, FirstDirect Bank Creative Exercise: Group exercise to understand and apply the Value Innovation Framework Q: What Does It Mean To “Position” Brands? A: To Manage Consumer Perceptions • Understand the role of people, processes and physical evidence in service marketing • Creating and managing customer perceptions • Creating a brand image in the mind of the customer • Positioning: battle for the customer’s mind Case Studies: Black & Decker, Skoda Auto

Day Two

Creative Exercise: Individual exercise in writing a polished positioning statement

Wednesday, 3 June 2009

A Framework Of Brand Positioning: The Three Ds of Positioning Fundamentals Of Brand Positioning • Defining, differentiating, and deepening the brand positioning • Communication of brand positioning • Building brand awareness, brand recall and brand recognition • A framework for brand positioning: the positioning triangle Case Studies: 7Up, Duracell and Energizer, Intel, Bic, Bugles, Hardiplank Implementing The Brand Positioning: New Brand Launch • Positioning strategies for market leaders and market followers • Developing a new brand from ‘scratch’ • Developing a new brand in a new category • Developing a brand positioning statement

Creative Exercise: Applying the laddering process to discover emotional aspects of positioning

Day Three

Thursday, 4 June 2009

Delivering The Brand Position: The Need For A “Brand Culture” How Brand Positioning Helps Develop Strong Customer Relationships • Understanding the relationship between brand positioning and customer relationship • Understanding how customer satisfaction leads to loyalty and strong relationships • How to manage the brand positioning and customer relationships • A framework for mapping brand positioning to customer relationships Case Studies: Tesco, Standard Chartered Bank, T-Mobile Consistently Delivering The ‘Brand’ Promise • Customer and market orientation • Developing and living a “brand culture” • Managing and organising different functional areas to deliver the brand promise • Role of marketing in coordinating the delivery of the brand promise • A framework for understanding marketing and customer orientation Case Studies: Capital, Formule1 Hotels, Singapore Airlines Creative Exercise: Applying the ‘Marketing Orientation Framework’ to your business Actions That Damage And Dilute A Brand’s Positioning • Understanding and managing potential threats to a brand’s positioning • Internal threats to brands • Brand extensions • External threats to brands – technological, competitive, consumer trends • Private label (own store) brands and brand positioning Case Studies: Kodak, Huggies, Private Label brands Review And Close Of Brand Positioning Strategies Course

Case Study: TiVo, Palm Pilot, Frito Lay

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: [email protected] • Web: www.iirme.com/product

Successful Product Launching And Brand Positioning Strategies 30 May - 4 June, 2009 • Arjaan Rotana Hotel, Dubai, UAE

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www.iirme.com/product For further information and Group Discounts* contact 971-4-3352483 or email: [email protected]

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Successful Product Launching

30 May - 1 June 2009 2 - 4 June 2009

US$ 2,795 (Save US$ 100) US$ 2,795 (Save US$ 100) US$ 4,690 (Save US$ 1,100)

US$ 2,895

Brand Positioning Strategies

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Entire Event

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If you have eight or more delegates who need this training, contact IIR In-House on 971-4-3352439 or [email protected] Course fees include documentation, luncheon and refreshments, Delegates who attend all sessions will receive a Certificate of Attendance.

Interested in running this course in-house? Please call the Customised Training Solutions Team 971-4-3352439 or [email protected]

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