Successful Product Launching & Brand Positioning

Size: px

Start display at page:

Download "Successful Product Launching & Brand Positioning"

Angel McCarthy
6 years ago
Views:

Positioning Canvas TM, That Will Deliver

Learn how to launch products that customers

1 Apply A Practical Management Tool, The Successful Product Launching And Brand Positioning Canvas TM, That Will Deliver Immediate Benefits To Your Organisation On This Course, You Will: 1. Identify the factors which are critical to product launch and brand success at your organisation 2. Learn how to launch products that customers don t know they currently need Led by Dr. Darren Coleman 3. Apply advanced statistical techniques that can help reduce product launch and brand risk 4. Understand why brands positioned around strong feelings win in today s markets 5. Ensure your brand engages in meaningful conversations with customers using social media and mobile to drive product launch success and support desired brand OFFER 32 FOR Save up to $1000 by booking early! 5 8 November 2018 Abu Dhabi, UAE

Meet Your Expert Course Leader Informa s training programmes and solutions are delivered by renowned industry experts and thought leaders with extensive practical experience.

2 Meet Your Expert Course Leader Informa s training programmes and solutions are delivered by renowned industry experts and thought leaders with extensive practical experience. Our courses are stimulating, comprehensive and well structured, allowing delegates to enhance their professional development and capability. We are a leading training provider in the Middle East, with a portfolio of subject matter across the following sectors: Audit, Risk & Governance Business Operations Engineering, Operations & Maintenance Finance Healthcare Human Resources IT Leadership & Management Marketing, Sales & Communications Oil & Gas Procurement & Supply Professional Development Project Management Real Estate Strategy Management Telecoms Course Requirements And Certificates Delegates must meet two criteria to be eligible for an Informa Certificate of Completion for a course: 1. Satisfactory attendance delegates must attend all sessions of the course. Delegates who miss more than 2 hours of the course sessions will not be eligible to sit the course exam 2. Successful completion of the course assessment Delegates who do not meet these criteria will receive an Informa Certificate of Attendance. If delegates have not attended all sessions, the Certificate will clearly state the number of hours attended. The trainer Darren displayed excellent knowledge on the subject. I was able to clearly understand and digest the material. He tailored the course to each of the attendees industries so we could relate the course material to our business areas. We participated in activity groups and individual presentations. Nermine Mohd. Tawfik Shehabeldine, Deputy General Manager, National Bank of Egypt, Egypt The course combined theory with great examples and exercises, and really focused you to look at the core of your brand and get a greater understanding of how the brand is perceived. Also, it was very beneficial from a product launching perspective as we learned various methods for profiling our customers and determining how to ensure a new product has the best possible chance of a being a success. Overall, it was an excellent learning experience. Highly recommended. Sean Purcell, Senior Brand Manager Dairy, Al Rawabi Dairy Company, UAE Dr. Darren Coleman Managing Consultant Wavelength Marketing Visiting Lecturer in Corporate Brand Management, University of Warwick, UK Dr. Darren Coleman has over 20 years product and brand marketing experience. This spans product launch and brand strategy projects in the UK, continental Europe, the Middle East, South East Asia and Japan. He has helped brands such as Orange (UK and Group), BUPA, Standard Life, Maybank, Tupperware Brands, Nikon, Volvo, STC, NCB, The Malaysian Government, The British Government, and University College London. He has launched new products and brands into a range of sectors including mobile telecommunications, financial services, healthcare, education, construction, pharmaceuticals, fast moving consumer goods, and professional services. Darren helped launch the world s first location based services retail offer in the UK. He also helped Orange Group launch multimedia messaging services (video, picture, sound) across continental Europe to a user base of approximately 55m users. Darren is the Managing Consultant at Wavelength Marketing. Wavelength offers brand advice, insight, education and activation to organisations that expect marketing to deliver measurable financial returns. Wavelength specialises in helping companies launch or relaunch products via a range of specialist services. These include target market profiling, product proposition development, product design optimisation, segmentation, launch plan development, launch communications, brand strategy and brand. Wavelength s advice is frequently informed by advanced statistical analyses that reduce product launch and brand risk. Darren speaks at international conferences on brand marketing in the UK, continental Europe, Middle East and Asia and is frequently asked to sit on panels as an expert judge. He holds a PhD in brand marketing (University of Birmingham, UK), an MA in marketing (University of Nottingham, UK) and is a Chartered Marketer with the Chartered Institute of Marketing. He is a visiting lecturer in Corporate Brand Management at The University of Warwick, frequently blogs, speaks on radio, and Publications: 1. B2B Service Brand Identity: Scale; Handbook of Brand Management Scales (Routledge, 2015) with Professors de Chernatony 2. B2B Service Brand Identity and Brand Performance: An Empirical Investigation in the UK s B2B IT Services Sector, European Journal of Marketing Vol. 49 Iss 7/8 pp , B2B Service Brand Identity: Scale Development and Validation, Industrial Marketing Management, Volume 40, Issue 7, Pages , 2011 Would you like to run this course in-house? The in-house training division of Informa Tel: cts@informa.com

5 8 November 2018 Abu Dhabi, UAE Course Timings: Registration will commence at 08:00 on Day One. Course sessions sions will start promptly at 08:30 and finish at 14:30.

This means you will immediately apply new knowledge to your business in a hands-on way that provides immediate business benefits.

3 5 8 November 2018 Abu Dhabi, UAE Course Timings: Registration will commence at 08:00 on Day One. Course sessions sions will start promptly at 08:30 and finish at 14:30. There will be two breaks for refreshments and lunch will be served at the end of each day s sessions. Course Overview Successful product launch and brand are the cornerstones of business success. Businesses frequently jump to commercial product launch or brand without considering key strategic issues in enough detail. The result? Inadequate customer focus, poorly defined segments, a functionally driven value proposition, confused brand and ultimately disappointing financial performance. Course Outline Day One The Product Launch Marketing And Brand Positioning Canvas Introduction tion and overview of this practical business tool Identifying Critical Success Factors Product launch marketing Brand This highly interactive four-day course will help you overcome these issues via the application of proven product launch and brand management techniques to your organisation. The four days are structured around a Successful Product Launching And Brand Positioning Canvas. The Canvas takes you, step-by-step, through the process of successful product launch and brand using a range of practical and easy to apply best practice tools. This means you will immediately apply new knowledge to your business in a hands-on way that provides immediate business benefits. The Canvas also acts as a blueprint you can refer to at a later date for subsequent product launch and brand projects. Each session is based on expert Course Director Darren s input, application of content to your organisation and facilitated group discussion. Case material from a broad range of industries are explored and evaluated to share best practice. This approach helps you obtain new and novel insights based on other industries you may not have previously encountered, and whose principles can be applied to your organisation. Throughout the course some emphasis will be placed on metrics and analytical techniques that help reduce the risk associated with new product launch and brand. You do not need prior statistical experience for this. The focus will be on practical application as opposed to conducting the analysis itself. Who Should Attend Product launch and brand are strategic management activities. This course is suited to C level marketing executives, senior marketing executives or senior marketing managers who play an active role in product launch and brand strategy. It is not suitable for entry level or junior marketers or those with no marketing experience. The course is equally applicable to those who market tangible goods, deliver services or even manage places or destinations. Profiling Your Target Customer Who is your ideal target customer? Understanding your target customer psychographically The importance of connecting customers, feelings and brands Overcoming the challenge of customers not knowing what new products they need - Bawabat Al Sharq Mall Abu Dhabi - NCB Saudi Arabia - Intel - ESPN - Coca Cola - ebay - Standard Chartered - CBS Television - Hi/KPN - PepsiCo - AIA Developing Focus: Clarifying Your Value Proposition What is a value proposition? The dangers of competing on price Distinguishing features and benefits Articulating the value proposition of your company/product/ brand etc., using a practical template - Apple - Qatar Airways 350 launch - Tesco - Ryan Air An Introduction To Insight The role customer insight, metrics and inferential statistics play in reducing product development and brand risk The role of Big Data in new product launch and brand Product And New Product Development: Definition And Scope What is a product? Exploring the core, tangible and augmented product in your organisation Service vs. experiences How should you differentiate? Brands vs. products Which do people buy? Exploring the Service Dominant Logic and your business The importance of co-creating experiences - Goody Peanut Butter Saudi Arabia - Nutella s 50th Birthday Celebration UAE - Mercedes Benz: Showcase SUV Range GCC - Lego Ideas - Dell Computers - Nike id - Dr Dre Beats - Metro Bank - Triodos Bank - Emirates NBD - Swisscom T: E: register-mea@informa.com

4 Day Two Strategic Product Marketing Models And Insight Generation Exploration, Application, Analysis And Evaluation Product portfolio analysis Product life cycle (multiple) and product portfolio interactions Product and market growth strategies Optimising product design to drive purchase intention Focusing marketing spend on factors that drive priority outcomes - Saudi Arabian healthcare brand - Property developer in the UAE - Etisalat Understanding Innovation In Your Organisation What is innovation? Why is innovation important? Innovation new product development? The holistic nature of innovation Ideation Understanding and applying Voice of Customer methods Identifying and overcoming barriers to innovation in your organisation - Lego - Cooper-Edgett (2003) Ideation Study - DBS Serious Creativity Applying Creativity Techniques That Drive Innovation In Your Organisation The role of creativity in the new product development and brand process Introducing and applying creativity techniques De Bono s Six Hats, Idea Box, Clever Trevor Day Three Strategic Product Branding Part I: Defining Your Product s Brand The business case for brands The importance of emotion in branding Neuroscientific evidence Brand essentials Values, promise, essence and Utilising brand essentials and neuroscientific knowledge to build a brand that connects emotionally with your target customer An introduction to brand equity and brand metrics dashboards - Bank of Singapore - Pepsi Cola - Coca Cola - Atom Bank - Noor Bank - BMW X Series Launch UAE - A UK-based further educational institution - British Airways - Virgin Atlantic Strategic Product Branding Part II: Brand Enablers Brand personality Corporate visual identity systems Human Resource initiatives Employee and client focus Consistent communication Multisensory branding Developing a structured approach to holistic branding - General Motors UAE - Employee branding at Air Asia - Developing a brand experience at a global medical healthcare company - Porsche Macan GCC - ebay - Abu Dhabi Health Services Company - DHL - Mini - Lincoln - Emirates NBD - SNCF (French High Speed Rail) - Line - Standard Chartered - Dunkin Donuts Strategic Product Branding Part III: Building A Holistic Brand Experience This session will focus on the application of strategic product branding principle enablers to each delegates organisation. The emphasis will be on developing a holistic brand experience which resonates with the target customer outlined at the start of Day One. Day Four Product Marketing Strategy Segmentation, Targeting And Positioning The logic for segmentation Forms of segmentation B2C/B2B markets Segmentation research techniques that will help you focus your product launch strategy on high value customers Justifying an approach to segmentation in your business Targeting options Understanding your brands points of difference and parity Perceptual maps An introduction to statistical techniques which help you objectively understand how your brand is positioned - Segmentation at Best Buy USA - Brand in the UK s educational sector using advanced statistical modelling - Mach by Hong Yeong Bank - Orange Group - Conducting a segmentation study for one of the UK s leading racquet s and lifestyle private member s clubs Launching Your Product To Market The Role Of The Media Message Guide, Brand Engagement, Communications And Social Media Media message guide The communications mix mantra Co-ordination, consistency and the customer-conversation Principles of social media in the context of product launch The application of social media and mobile to support product launch and brand Content marketing to support product launch and brand Social media metrics overview - Lifebouy Superfast Handwash in Saudi Arabia - Qatar Airways - Renault - Diesel Clothes - Virgin Mobile Identifying Critical Success Factors Product launch marketing Brand Closing Comments And Session Review Review key points and highlight how each session connects

5 5 8 November 2018 Abu Dhabi, UAE FOUR WAYS TO REGISTER register-mea@informa.com Informa Middle East Ltd. PO Box 9428, Dubai, UAE The in-house training division of Informa Middle East SAVE UP TO 40% If you have 6 or more people interested in attending, and would like to customise this training course to suit your team and business, contact our Training Consultants on or cts@informa.com. Course Successful Product Launching 5 8 November 2018 Course Fee Before 27 August 2018 *Book and pay full fee for two colleagues and the third attends for FREE. Not applicable in conjunction with corporate discounts. Payment to be settled before start of the course to avail the offer. The 3 for 2 offer is valid on full price final fee registration only. Course Fee Before 1 October 2018 Final Fee US$ 3,995 US$ 4,495 US$ 4,995 Pricing excludes 5% VAT, which will be charged where applicable DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL: a.watts@informa.com Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions and pass the course examination will receive an Informa Certificate of Completion. All registrations are subject to our terms and conditions which are available at Please read them as they include important information. By submitting your registration you agree to be bound by the terms and conditions in full. DELEGATE DETAILS First Name: Surname: Job Title: Company: Address: Postal Code: Country: City: Tel: Mobile: Fax: PAYMENTS A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. AVOID VISA DELAYS BOOK NOW Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-gcc nationals may take several weeks to process. EVENT VENUE Abu Dhabi, UAE BC7136 CANCELLATION - If you are unable to attend, a replacement delegate will be welcomed in your place. If you cancel your registration 57 days or more before the event, you will receive a refund minus a 10% cancellation fee (plus VAT where applicable). Cancellation after 56 days before the event or if you fail to attend the event will be 100% payable. All cancellations must be sent by to register-mea@informa.com marked for the attention of Customer Services Cancellation. - All registrations are subject to acceptance by Informa Middle East which will be confirmed to you in writing - Due to unforeseen circumstances, Informa reserves the right to cancel the course, change the programme, alter the venue, speaker or topics - For full details, please visit ACCOMMODATION DETAILS We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for assistance on: Tel: Fax: hospitality@informa.com HK/DC MARKETING, SALES & COMMUNICATIONS Copyright Informa Middle East Ltd

Professional (BSP) Course Bene ts.

Professional (BSP) Course Bene ts. OFFER 32 FOR Save up to $1000 by booking early! In Association With: Professional (BSP) Bene ts Understand the key concepts of the Balanced Scorecard, and why it is gaining so much attention in corporate,