Training: Marketing Strategies & Trends For Consumer Products

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MARKETING STRATEGIES AND TRENDS FOR CONSUMER PRODUCTS 28-29 October 2009

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JW Marriott Hotel, Kuala Lumpur, Malaysia

The field of marketing for consumer products has always been extremely fast-paced, with older methods frequently being overtaken by new, cutting-edge techniques and models. This pace is only increasing, with the arrival of new competition and the continuing business pressures on maintaining and/or improving market share and sales revenue. This 2-day thoroughly researched and insightful training Course focuses on the global marketing strategies and practices for consumer markets examining current challenges and product trends. The programme will focus on the practical applications of consumer marketing concepts, so that you will develop a well-defined marketing strategy for identifying attractive targets and effectively positioning products and services to these targets. Starting from customer/consumer motivations, you will explore the role of product management and marketing organisational realignment, and deepening your understanding of the strategic mission of both a business unit and the company as a whole. Working on an interactive platform that is packed with tools and pragmatic insights, this training Course aims to make marketing for consumer products more relevant by focusing on initiatives that can impact your bottom line, including how to: Successfully transform marketing strategy into winning marketing tactics; how do you do it and what are the secrets to success? Implement innovative marketing strategies; what can you do to enhance customer experience and increase lifetime value? Manage and leverage brands successfully Integrate regional, global, and cultural variables into your marketing programmes 6,*18372'$<

Strictly limited seating to ensure value added to all Participants - so book early! Comprehensive course materials will be provided. Delegates who successfully complete this course will receive the Asia Pacific Centre for Continuing and Professional Development Certificate for Participation

A division of the Asia Business Forum

0$5.(7,1*675$7(*,(6$1'75( WHY YOU CANNOT MISS THIS COURSE This practical two day training course will help you:  $1$/<6( current product strategies and recommend changes and improvements  5(&2*1,6( consumer trends and determine how they impact their business and identify opportunities to develop current or new products.  (;$0,1( consumer behaviour theory and trends  ,'(17,)< how Luxyoury, Status Spheres, Mapmania and other consumer tends can be opportunities to grow your business  ),*+7 low cost competitors and big-box retailers  $'$37 to local markets and cultural sensitivities into marketing programmes  75$16)250 marketing strategy into winning marketing tactics  '(9(/23 effective value propositions for consumer brands, products and services  $66(66 global market opportunities  /($'0$1$*( and /(9(5$*( brands successfully  7$.( advantage of new marketing communication and research techniques

Upon completing the Course, you will go back to your workplace with:  Experience in resolving real-life cases  Tools and techniques to increase sales  Your learning as a communications plan you can implement into your work

WHO SHOULD ATTEND This Course is specifically designed for any managers and professionals who are involved with marketing consumer products and services. They include: ™ Marketing Directors ™ Sales and/or Marketing Managers ™ Product Managers ™ Brand Managers ™ Channel Managers ™ Account Managers/Directors ™ Promotions Managers ™ FMCGs Supervisors ™ Advertising Managers

PROGRAMME AGENDA

SESSION 1

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The purpose of this session is to introduce the workshop setting the scene for marketing in 2009 and beyond. „ The changing global economic and business landscape „ Critical challenges for marketing and organisations „ Re-defining organisational success

SESSION 2

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New markets, new approaches, new opportunities. This session looks at alternative approaches to what we call global markets. How have they changed in the last 10 years, what will the next 10 years look like? „ Global or just a bigger neighbourhood? „ Forces driving global demand

SESSION 3

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A targeted session examining the complexity of consumer behaviours and the types of buying situation, which can occur. „ Consumer behaviour and buying behaviour theories „ Segmentation and purchase behaviour „ Consumer attitude, intentions and purchase behaviours

SESSION 4

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Luxury versus Status, Spheres versus Mapmania and a plethora of other consumer trends. This session examines international consumer trends. „ Behavioural and cross-cultural research and theoretical issues in the global marketplace „ Consumer as a shopper, reactions to marketing intervention

SESSION 5

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Now we know what the future might look like how do we plan for it? This session focus participants on applying what they now know about consumers to their industry. This will involve identification of participants industry, trends analysis and application of consumer behaviour theory and models in international retailing.

SESSION 6

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This session provides an approach and framework for identifying and analysing the key cultural and environmental characteristics of any nation or global region; and it highlights the importance of viewing international marketing management from a global perspective. „ Understanding key market requirements „ Cultural differences and international marketing „ Global marketing management: Planning and organisation

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SESSION 7

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The power and influence of the “modern” retailer is growing. To be successful you need to adapt your long-term strategy to their changing demands. „ Retailing trends – Asia vs. Europe vs. America vs. Oceania „ Fight or flight – Responding low cost competitors and big-box retailers „ Global case studies – Where is supermarket retailing heading?

SESSION 8

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Companies are focusing more and more on key brands. As a result they are reducing the overall number of brands in the company’s portfolio. In most cases, these brands are not new and have been around for many years. „ How can you make your existing brands stronger? „ Should you relaunch the brand and, if so, when? What should the positioning be? „ Private labels - Do they work?

SESSION 9

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Not only consumer behaviour has changed significantly, also the way brands can and must communicate with the consumer. This session examines Marcoms of the now and future and explores how to deal with these new realities effectively and efficiently. „ How has media consumption evolved „ Technology and its impact „ Consumers as media producers - Social networking

SESSION 10

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We will review the channel/business situation of the various participants in the workshop and make the connection with the overall strategy of their business. Based on these general examples participants will then evaluate their own channel/business situation, as well as current routes to market in terms of size, potential and attractiveness. Using the various templates and information from the workshop participants will articulate a communications’ plan, which they will present to workshop colleagues for review and improvement. 127(723$57,&,3$176 Participants will need to come to the workshop with a prepared set of data on the current business or channel situation they want/need to improve. They will receive information on which data is required in time for the workshop.

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In case potentially competitive businesses would participate in the workshop, Asia Business Forum will pro-actively contact both participants to assess any potential confidentiality issues. In this case, participants can elect to work with a “generic” case.

8:00am (Day 1) 8:30am (Day 2) 9:00am 10:30am to 10:45am 12:30pm to 1:30pm 3:00pm to 3:15pm 5:00pm

Registration and Coffee/Tea Coffee/Tea Programme Commences Morning Refreshment Lunch Afternoon Refreshment End of Programme

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ABOUT YOUR COURSE LEADER DAVID SHEARER is the Principal of SYNERGY Education, a boutique business management consultancy specialising in marketing, strategy and business improvement to raise the standard of business in New Zealand and Australia. He has been in marketing and business consultancy for 10 years coming from the role of International Marketing Manager – Protocol Group (UK). David specialises in business and education management and has conducted over 150 training workshops for a variety of industries, including retail, education, pharmaceuticals and government agencies. He also mentors organisations throughout NZ and Australia on marketing and strategy design & implementation. David also conducts marketing strategy and business development workshops and mentoring for New Zealand Government export agency (NZTE) and is a recognised specialist in consumer behaviour and marketing in the education sector. He also delivers a postgraduate Marketing Course at the University of Canterbury and is a regular advisor to small businesses in New Zealand and Australia. David has an M.B.A. from the University of Canterbury as well as a Bachelor of Education (University of Canterbury) and Diploma of Teaching (Christchurch College of Education). His elected governance appointments include: Board Member of University of Canterbury (MBA), NZ National SAR Council Consultative Committee, the Academic Advisory Board for Tai Poutini Polytechnic, and a Trustee of Elmwood School. He is a current member of Institute of Directors and New Zealand Institute of Management.

KEY POINTS ABOUT THIS COURSE Consumer products are undergoing transformational change, new competition is rising and the customer’s view on value is shifting. As a result, new value-based marketing strategies and tactics for consumer products and services are needed. This 2-day Course is designed to provide you with practical strategies and methodologies on how to clearly hear the voice of the market, from which you have to reconfigure your approach to ensure maximum return on your resources that you have invested. The programme focuses upon key issues involved in selecting effective strategies for consumer oriented products and stimulating sales and revenues.

IN-HOUSE TRAINING Why Not Train More People for Less Money? If you have a team of 6 or more people who need to attend this training, it is more cost effective to have this Course customised to your organisation – at your training site. Savings can be significant! For more information on our in-house training programme, please email [email protected]