Successful Market Entry, Product Positioning and Pricing Week

Transcription

1 C L A R I D E N 1-4 February 2016 Knowledge for the world business leaders The Mira, Hong Kong Successful Market Entry, Product Positioning and Pricing Week From Intelligence to Growth: New Markets, New Perspectives, New Growth The two sessions are designed to provide participants with best strategies to establish market presence in new markets, by identifying new market opportunities and developing market awareness through greater customer knowledge. Participants are strongly encouraged to attend both sessions to maximize their learning. Session A: Identifying New Market Opportunities for Product Penetration and Growth 1-2 February 2016 (Monday & Tuesday) Session B: Building Market Awareness, Product Positioning and Pricing for New Markets 3-4 February 2016 (Wednesday & Thursday) Faculty Director Antonio Acunzo Reputable columnist on Harvard Business Review and Singapore Business Review on marketentry and business strategy who frequently chairs and speaks at international conferences, panels and workshops Visiting Lecturer at the ESSEC Business School Singapore Leading expert on ASEAN and Greater China Markets on market-entry strategies, having delivered revenue of up to $120 million with 65% growth Co-founder and CEO of Marketing That Works!

2 2016 Clariden Global Executive Education Successful Market Entry, Product Positioning and Pricing Week 1-4 February 2016, The Mira, Hong Kong Antonio Acunzo Market Entry and Business Development Expert Reputable columnist on Harvard Business Review and Singapore Business Review on marketentry and business strategy who frequently chairs and speaks at international conferences, panels and workshops Visiting Lecturer at the ESSEC Business School Singapore Leading expert on ASEAN and Greater China Markets on market-entry strategies, having delivered revenue of up to $120 million with 65% growth Co-founder and CEO of Marketing That Works! Antonio is an internationally acclaimed business professional with over 15 years of experience developing bespoke market-entry and business strategies based on an effective global value, regional strategy and local tactic approach. He is a reputable columnist on Harvard Business Review and Singapore Business Review on market-entry and business strategy. Having a great reputation for generating successful market-entry and market development strategies in Asia, he is frequently invited to chair and speak at international conferences, panels and workshops in the USA and Italy organized by Florida Chamber of Commerce, Enterprise Florida, Cegos, Harvard Business Review and Confindustria Italy. He is also a visiting lecturer at the ESSEC Business School Asia-Pacific Campus in Singapore (on Luxury Asia). For over 10 years, Antonio has been successfully developing market-entry projects for companies from multiple industries and business sectors of luxury goods, design and furniture, tourism and hospitality, food and beverages, pharmaceutical and natural health products, real estate and construction, green technology, aerospace and consumer goods. Being an expert in ASEAN and Greater China Markets, developing international business strategies, market-entry strategies and operations, brand marketing and international marketing, Antonio has developed successful marketing strategies as well as advertising and communication tools for AIM GROUP, generating $120 million with 65% revenue growth. As the Co-founder and CEO of MTW Group, an international business and managing consulting firm in the USA, he has implemented numerous successful foreign market entry plans in Asia and the USA for MNCs, SMEs and midmarket companies eyeing business growth in new markets. 2

3 Building Market Awareness, Product Positioning and Pricing for New Markets Session B: 3-4 February 2016, The Mira, Hong Kong EXECUTIVE SUMMARY Program: Dates & Locations: Building Market Awareness, Product Positioning and Pricing for New Markets 3-4 February 2016 The Mira, Hong Kong Early Bird 1 (Register & pay by 7 December 2015): Early Bird 2 (Register & pay by 4 January 2016): Regular Tuition Fee: US$1,795 US$1,895 US$1,995 Group discount of 10% for 2nd participant from the same organization. For limited time only by 4 January 2016 register 3 participants and the 4th participant will receive a complimentary seat (One discount scheme applies). Program Essence: In 2015, only 12% of global brands have winning market and product strategies for new markets - Bain & Company As existing markets become saturated with fierce competitors, companies are constantly looking to expand to new markets or target new customers. However, they are often hindered by a lack of awareness and understanding of customers needs in new markets and failure to position and price their products to meet these needs. Hence, it crucial for marketers and business development leaders to gain the know-how to build market awareness for new markets, position and price their products accordingly so as to satisfy customers needs and wants. This practical and highly interactive executive education program is designed to provide marketing and business development professionals with the knowledge and skills to establish market awareness, position and price their products effectively in new markets. You will gain key strategic insights into your customers buying persona, therefore understanding their needs and purchasing behavior. Following this, you will formulate clear product positioning goals and objectives and establish your unique selling proposition (USP) to attain competitive advantage. Led by Antonio Acunzo, the leading expert on ASEAN and Greater China Markets, you will learn how to create a holistic marketing communication and promotion plan to build market awareness and utilize the key performance indicators (KPIs) to measure the effectiveness of your strategies for improvement. You will then learn to determine your product s cost sensitivity and customers price sensitivity, so as to implement an effective pricing approach and adjust your pricing and positioning strategies in response to changing market conditions. 3

4 Building Market Awareness, Product Positioning and Pricing for New Markets Session B: 3-4 February 2016, The Mira, Hong Kong PROGRAM INTRODUCTION According to a 2015 Accenture report, the potential revenue up for grabs due to customers switching among brands is $1.6 trillion. Therefore, to capture these potential new customers and generate higher profits for your organization, it is pivotal to build market awareness with proper understanding of your customers needs. The holy grail of marketing encompasses market awareness, product positioning and pricing. Building market awareness is crucial not only because it attracts first-time customers but also ensures repeat customer interactions and purchases, enabling your organization to gain greater market share in the industry. With clear and compelling product positioning, your organization will be well poised to formulate and implement competitive pricing strategies that maximize your product potential in relation to customers price sensitivities and changing market conditions. In this comprehensive 2-day program, you will gain the know-how to establish your market presence, position and price your product(s) within the market effectively. Besides understanding and leveraging the customer buying process, you will also learn to profile and segment your customers for targeted market strategies. You will then discover how to formulate a compelling value proposition and create a consistent product message across multiple platforms. Led by Antonio Acunzo, the leading expert on ASEAN and Greater China Markets, you will understand various customers touch points as well as devise and evaluate a holistic marketing communication strategy. By benchmarking against the current market and competitors as well as understanding price and cost sensitivities, you will also be able to implement an effective pricing approach and adjust your pricing strategies flexibly in response to changing market conditions and customer s preferences. Following the program on Identifying New Market Opportunities for Product Penetration and Growth, this executive education program is the next step in establishing your market presence and capturing greater market share in new and emerging markets. WHO WILL BENEFIT THE MOST This highly practical two-day program is designed for but not limited to Chief Marketing Officers, Marketing Directors, Marketing Managers, Marketing Analysts, Marketing Specialists, Marketing Development Specialists leading and implementing market awareness, positioning and pricing initiatives to achieve greater recognition and subsequently higher profitability through unique positioning and strategic pricing. LEARNING OBJECTIVES Understand your customers needs and purchasing behavior Frame clear product positioning goals and objectives Formulate a great value proposition to increase your products value and attractiveness Build greater market awareness through a multi-channel approach Understand all your consumer customers touch points Create effective marketing content and product offerings across these touch points Evaluate the effectiveness of all channels for continuous improvement of your marketing strategies Conduct effective pricing research to formulate a comprehensive pricing approach Adjust product positioning and pricing strategies flexibly in relation to market changes Measure the ROI of your positioning and pricing strategies consistently and effectively 4

5 Building Market Awareness, Product Positioning and Pricing for New Markets Session B: 3-4 February 2016, The Mira, Hong Kong PROGRAM AGENDA DAY ONE Identifying and Understanding Your Customers Buying Persona Understand their needs vs wants, and purchasing behavior Understand the customer buying process: problem or need recognition; information search; evaluation of alternatives; purchase decision; post-purchase behavior Grasp the concept of customers motivation Positioning Your Product and Brand in New Markets Understand brand positioning and how to create brand positioning: target customer, market definition, brand promise, reason to believe Your product vs. competition: identify your uniqueness and competitive advantage = USP Define a marketing niche for your brand, product or service using product, packaging, pricing, promotion, and marketing communication Understand cultural differences in each single target market to customize product proposition Building Market Awareness through a Multi-Channel Approach Brand awareness strategy leads to greater ROI: the higher rate of brand awareness equates higher sales Build a connection between your brand and potential customers Engage customers by converting new and loyal followers into active customers The mix of marketing communication, advertisements, social media, content marketing etc. Understand AAU awareness, attitude and usage: the sequential stages from lack of awareness to loyalty Measuring the KPIs of Market Awareness Strategies for Improvement Determine your measurement goals and objectives Measure marketing awareness o Keyword search analytics o Social mentions o Social analytics o PPC analytics/google Adwords o Google Alerts o Website visitor data Gather customer feedback o Review sites o Customer contact centers o Surveys Tracking customer conversions 5

6 Building Market Awareness, Product Positioning and Pricing for New Markets Session B: 3-4 February 2016, The Mira, Hong Kong DAY TWO Implementing Effective Product Positioning Strategies Product and brand positioning go hand in hand: mono-segment positioning, multi-segment positioning, stand-by positioning, imitative positioning, anticipatory positioning, adaptive positioning, defensive positioning Evaluate your brand positioning strategy: differentiation, perception, enabling growth and gaining market share, identifying brand values with customer values Be unique: differentiate from competitors, provide benefits relevant to buyers needs Understanding Price and Cost Sensitivities Determine your product s cost sensitivity Understand your customers price sensitivity Utilize effective price psychology Implement An Effective Pricing Approach Conduct effective pricing research Understand and utilize the pricing lifecycle and different pricing models Pricing strategy comes at the end of the process: first mover advantage, target market, product category, brand heritage, product quality Adjusting Pricing Strategies in response to Changing Conditions Survey the market(s) as market conditions are constantly changing due to different factors Keep tracking of market analysis and change in customers needs Adapt your business plan to a changing marketplace Consider options: stay and differentiate, or discontinue and exit Consider new strategies: mergers, acquisitions, joint-ventures, organizational restructuring, divestments Always provide outstanding customer service 6

7 Identifying New Market Opportunities for Product Penetration and Growth Session A: 1-2 February 2016, The Mira, Hong Kong EXECUTIVE SUMMARY Program: Dates & Locations: Identifying New Market Opportunities for Product Penetration and Growth 1-2 February 2016 The Mira, Hong Kong Early Bird 1 (Register & pay by 7 December 2015): Early Bird 2 (Register & pay by 4 January 2016): Regular Tuition Fee: US$1,795 US$1,895 US$1,995 Group discount of 10% for 2nd participant from the same organization. For limited time only by 4 January 2016 register 3 participants and the 4th participant will receive a complimentary seat (One discount scheme applies). Program Essence: A recent McKinsey & Co report indicates that the best long-term growth strategy for organizations is focusing on new and emerging markets. While expanding into new markets is the most effective way to leverage your core business for growth, business history indicates that for every successful market entry, up to five fail. Thus, business development and marketing professionals need to break out of organizational silos and effectively identify new market opportunities for product penetration and growth. In this highly hands-on executive education program, you will gain a 360 view of strategic approaches to market entry for business development and expansion. You will learn to assess market potential and business outlook through a comprehensive market and competitor analysis, gaining competitive intelligence and advantage in the industry. Employing a critical lens, you will conduct a strategic assessment of your organizational capabilities, resources and readiness before you enter new markets, along with a due diligence analysis and feasibility study. Following this assessment, Antonio Acunzo will equip you with various market entry methodologies and strategies for effective product penetration and increase your awareness of the legal and financial implications involved. Finally, you will learn to manage your operational resources effectively and review operational procedures to ensure your business in these new markets remain sustainable in the long run. 7

8 Identifying New Market Opportunities for Product Penetration and Growth Session A: 1-2 February 2016, The Mira, Hong Kong PROGRAM INTRODUCTION Through Bain & Company s analysis of the buying habits of nearly 100,000 shoppers across the globe, organizations are coming to terms with the fact that the best way for them to achieve sustainable long-term growth is to grow their number of buyers. Currently, most organizations adopt the strategy of tapping into a well-segmented group of shoppers and converting them into avid consumers who buy larger and larger quantities over time. While this may appear attractive, there is a simple rule that successful organizations follow: It s all about increasing product penetration and growth. Catered for business development and marketing professionals, this highly interactive 2-day program will guide participants to effectively identify new market opportunities for organizational growth and profitability. You will learn to conduct strategic market and competitor analysis using country reports, SWOT analysis and PEST analysis, as well as perform a tactical assessment of your organizational financial and human capital capabilities and resources to increase organizational readiness and responsiveness in new markets. Discover how to achieve your envisioned organizational goals by analyzing and overcoming gaps between your current organizational state and your desired organizational state. Not only will you gain an enhanced understanding of the competitive environment and potential concerns on your organization s interests through an effective due diligence analysis and feasibility study, you will learn how to achieve sustainable long-term growth. Through case studies, exercises and intense group discussions, Antonio Acunzo, the leading expert on market entry into ASEAN and Greater China Markets, will share with you key actionable insights on market entry modes and strategies and the legal and financial requirements of new business environments. Antonio will further guide you to formulate effective market entry strategies for immediate implementation at work. This executive education program is launched with Building Market Awareness, Product Positioning and Pricing for New Markets as the next steps in establishing your presence and capturing greater market share in new and emerging markets. WHO WILL BENEFIT THE MOST This highly practical two-day program is designed for but not limited to Heads of Business Development, Heads of Market Development, Chief Business Development Executives, Business Development Officers, Business Development Coordinators, Business Development Managers and Business Expansion professionals leading and implementing market entry initiatives to achieve greater market share and profitability through higher product penetration and growth. LEARNING OBJECTIVES Conduct effective environment scanning, market and competitor research Understand market trends, market growth and identify new markets for your product(s) Analyze and manage your organizational capabilities and resources effectively Practice due diligence and a comprehensive economic assessment on viability of market penetration Formulate effective market entry and market penetration strategies for product penetration and growth Manage your legal and financial entrance into new business environments 8

9 Identifying New Market Opportunities for Product Penetration and Growth Session A: 1-2 February 2016, The Mira, Hong Kong PROGRAM AGENDA DAY ONE Conducting Effective Market Research and Environment Scanning Conduct product analysis, SWOT analysis and identify competitive advantage Identify target markets and select the most attractive Understand the market(s), know the competition, conduct inductive and deductive research Search for quantitative and qualitative results, conduct primary market research (personal interviews, surveys, focus groups) and secondary market research Understand key economic factors, legal restrictions, society, infrastructures, market systems, key players as producers and traders, customers demand and behavior Assess market potential and business outlook Country report and PEST analysis, describing the Political, Economic, Socio-Cultural, and Technological factors that affect your organization Implementing Gap Analysis and Internal Assessment Identify factors responsible for where your organization is and where your organization wants to be, comparing actual performance against its desirable performance Understand the strategy assessment stage between the envisioned/planned goals and objectives and the current status, and what is required for implementation Evaluating Human and Financial Resources Set adequate human and financial resources at the planning stage for new business development in target market(s) in order to get results Employ staff with the ability, technical expertise and managerial skills to benefit the new expanded business Evaluate and conduct a realistic estimate of required budget to sustain new operations Practicing Due Diligence and Conducting An Economic Assessment Conduct a feasibility study and market entry strategy Understand the competitive environment and any potential concerns on organization s interests with respect to industry and target market Perform due diligence on potential local partners Formulate a business plan for new operations in target markets Assess the investment budget and resources required for market entry in terms of assets, human resources and working capital Assess net present value for market entry options 9

10 Identifying New Market Opportunities for Product Penetration and Growth Session A: 1-2 February 2016, The Mira, Hong Kong DAY TWO Identifying Strategic Market Entry Methods Match market attributes (market attractiveness and market barriers) with internal attributes and define market entry modes Export using local distributors or via own representative office in target markets Conduct a Joint-Venture with key local partners in target markets for distribution, production capability, or for creating a strategic alliance FDI for delocalizing manufacturing capability, creating a wholly- owned subsidiary, trading company, opening a regional office/hq Licensing Implementing Market Penetration The Ansoff matrix Define market penetration strategy and decide to maintain or increase product s market share Restructure a mature market by driving out competitors Increase use of product(s) by existing customers Identify new demographics for existing product(s) Managing Legal and Financial Entrance into New Markets Understand barriers to market entry: economies of scale, product differentiation, capital requirements, switching costs, access to distribution channels, government policies Obtain application and approval from relevant authorities in case of direct investment: company registration, application for specific business or trade license, office lease, lease of existing factory premises, etc. Understand local regulatory requirements in case of Joint-Venture: negotiation with partners, memorandum of understanding, JV agreements, regulatory approvals, legal, administrative, fiscal and notary services Managing Operational Resources Effectively Compare numbers through benchmark to determine inefficiency: the output/input ratio Improve operational efficiency: same for less, more for same, and much more for more Implement sustainable procurement Manage the supply chain 10

11 SUCCESSFUL MARKET ENTRY, PRODUCT POSITIONING AND PRICING WEEK 1-4 February 2016 The Mira, Hong Kong REGISTRATION PAGE PROGRAM FEES Session Session A: Identifying New Market Opportunities for Product Penetration and Growth (1-2 February 2016) Session B: Building Market Awareness, Product Positioning and Pricing for New Markets (3-4 February 2016) 1st Early Bird Fee Per Participant (If payments & registrations are received by 7 Dec 2015) US$1,795 US$1,795 GROUP DISCOUNTS Group discount of 10% for 2nd participant from the same organization. For limited time only by 4 January 2016 register 3 participants and the 4th participant will receive a complimentary seat (One discount scheme applies). Booking Contact (Approving Manager) Mr/Mrs/Ms: Job Title: Department: Telephone: Fax: Organization: Address: Postal Code: I would like to receive more information on hotel accommodation using Clariden Global coporate rate. Please register the following participant for this seminar. (Please tick to select your seminar(s). You may tick more than one.) 1st Participant Name (Mr/Mrs/Ms): Job Title: Department: Telephone: Fax: Date of Birth: Session(s): A B VENUE AND ACCOMMODATION INFORMATION The Mira, Hong Kong 1-4 February Nathan Road Tsimshatsui, Kowloon, Hong Kong Tel: Website: 2nd Early Bird Fee Per Participant (If payments & registrations are received by 4 Jan 2016) US$1,895 US$1,895 Regular Fee Per Participant US$1,995 US$1,995 2nd Participant Name (Mr/Mrs/Ms): Job Title: Department: Telephone: Fax: Date of Birth: Session(s): A B 3rd Participant Name (Mr/Mrs/Ms): Job Title: Department: Telephone: Fax: Date of Birth: Session(s): A B 4th Participant Name (Mr/Mrs/Ms): Job Title: Department: Telephone: Fax: Date of Birth: Session(s): A B 4 WAYS TO REGISTER PAYMENT METHODS C L A R I D E N Knowledge for the world business leaders admissions@claridenglobal.com Fax: Call: Website: BY CHEQUE / BANK DRAFT : Made payable to CLARIDEN GLOBAL INTERNATIONAL LIMITED and mail to: 3 International Business Park, #04-29, Nordic European Centre, Singapore BY TELEGRAPHIC TRANSFER TO: Bank Name: Standard Chartered Bank Bank code: 7144 Bank Branch code: 001 Bank Address: 6 Battery Road, #01-01 Singapore Bank Account No: Bank Account name: CLARIDEN GLOBAL INTERNATIONAL LIMITED SWIFT Code: SCBLSG22 Please note that all bank charges are to be borne by participants. Please ensure Clariden Global International Limited receives the full invoiced amount. Note: Please include invoice number on all payment types and your company s name in your payment instructions for our reference. CREDIT CARD: To make payment by credit card, please call our client services hotline at HOW TO REGISTER AND PAY An invoice and registration confirmation will be sent within 7 days, please contact us if you have not heard from us within 7 days. Payment can be made by credit card, by bank transfer or by cheque. ALL PAYMENTS MUST BE RECEIVED IN ADVANCE OF THE EVENT. ACCOMMODATION Accommodation is not included in the program fee but you will be entitled to use our corporate rate for your accommodation. Information will be sent along with your registration confirmation. CANCELLATIONS AND SUBSTITUTIONS Once we have received your booking, the place(s) are confirmed. No refunds will be made for any cancellations, however, program credits of equivalent value only applicable for Clariden Global events will be provided. Credits can only be redeemed for 1 program and is valid for only one (1) year from date of issue. Substitution with a qualified candidate is allowed by providing at least 5 working days of advance notice to Clariden Global. One time substitution is allowed with no charges. Subsequent substitutions will be charged 10% admin fee. ALL CANCELLATIONS MUST BE RECEIVED IN WRITTEN FORM PLEASE NOTE: Clariden Global International Limited reserves the right to change the content and timing of the programme, the speakers and the date and venue due to reasons beyond their control. If in the unlikely event that the course is cancelled, Clariden Global International Limited will refund the full amount and disclaim any further liability. ENQUIRIES: If you have any queries about registration or payment please do not hesitate to contact our client services department on PRIVATE DISCLOSURE STATEMENT: Any information provided by you in relation to this event is being collected by Clariden Global International Limited and will be held in the strictest confidence. It will be added to our database for the primary purpose of providing you with information about future events and services. Visit us at for upcoming events FOR OFFICIAL USE FEE RECEIVED REFERENCE L6009_L6008/DT/SL