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Successful
Product Launching
And Brand Positioning
Strategies
The Critical Issues For ‘Getting It Right’
30 May - 4 June, 2009 • Arjaan Rotana Hotel, Dubai, UAE
By attending Course One, you will be able to: By attending Course Two, you will be able to:
• Effectively examine the consumer market • Develop strong brands as a source of sustainable
• Develop insight into potential opportunity areas for competitive advantage
products and services • Build a brand position and deliver on the brand
• Better expand and test new product/service ideas promise
• Develop and implement launch strategies and tactical • Give your brand a personality and character that
plans customers value
• Build integrated communication briefs and strategies • Build customer relationships with well
• Evaluate and solve problems after launch positioned brands
• Generate and implement an innovation strategy • Develop a “Brand Culture” within your
organisation
• Brand on a shoe-string budget
www.iirme.com/product
Dear Brand Manager and Marketing Professional, Meet Your Programme Director For Successful
As you are well aware product launching and brand positioning are
Product Launching: Bryan Urbick
some of the most intimidating challenges a marketer faces. Even the ‘big Bryan is a frequent author and lecturer around the
players’ often fail – despite millions of dollars spent on research and world on the subjects of kids, product development,
market testing. 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
Every successful launch and branding strategy is an integrated process up the business, Bryan worked in the food industry for
that involves many areas of your business and should include critical over 10 years, and prior to that in the banking/financial
internal as well as external marketing issues. 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
These two cutting edge courses will be delivered by renowned experts research with kids in Europe, North America, Africa, Asia, the Middle East and
from the world of Product Launching and Branding Strategies. Central America.
Bryan Urbick, Director of Research, Consumer Knowledge Centre, UK,
For the last 16 years, he has been working to develop consumer research
on Successful Product Launching and Prashant Malaviya, Associate
methodologies that innovate the research process and improve product
Professor of Marketing at INSEAD, France on Brand Positioning success. Bryan and his colleagues at CKC were part of the team that won an
Strategies. 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)
Between them, these experts will cover 40 case studies referencing
for unique and innovative research with young children in the US on brand
blue chip companies throughout the world and you will undertake over characters.
a dozen practical exercises in these highly interactive and exciting
training courses. 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
This two part course is unique. It will be one of the most exciting learning book, About Kids: Foods and Beverages published by Leatherhead Press.
experiences that you will ever attend – and you will leave with positive As an interesting aside, under the pen name of B Conley O’Ryan, he wrote the
and tangible results to take back to your company. 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.
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. Meet Your Programme Director For Brand
Positioning Strategies: Prashant Malaviya
Best regards,
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
Keith Parker of Illinois in Chicago. He obtained his PhD in Marketing
Conference Manager from the Kellogg School of Management, Northwestern
University, MBA (with honours) from the University of
Delhi, India, and an engineering degree (with honours)
P.S. Attend all six days and SAVE up to US$ 1,400!
from the Institute of Technology, Varanasi, India. Before entering the world of
P.P.S. Including brand new case studies for 2009 academia, Professor Malaviya worked as a systems analyst for Nestle and Tata
Engineering in India.
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.
Case Studies: Sunny Delight (P&G), NatWest Bank, Kraft Foods and Kelloggs
Day Three Monday, 1 June 2009 India
Review of Day Two, with participant presentations of exercises
Creative Exercise: Applying the tools and principles from the previous
Making It Happen: Implementing Your Plan sections, you will work in small groups and will analyse and develop a
problem resolution strategy. The key elements will be presented to the
Communicating The Launch larger group
• Writing a good communications brief
• Developing a comprehensive communication strategy Looking Beyond The Launch: Where To Go From There?
• Testing the communication • Determining new needs/wants generated from product/service acceptance
• Path vs destination – development of an innovation strategy
Case Studies: Heinz, McCain, Kellogg’s and Pampers Kandoo • Looking forward – some tools and techniques for future planning
Creative Exercise: Applying the tools and principles from the previous Case Studies: Calvin Klein Fragrances and Dove Soap (Unilever) Creative
sections, you will work in small groups to develop a basic communications Exercise: Applying the tools and principles from the previous section, you
brief and strategy. The key elements will be presented to the larger group will work in small groups to carry out a ‘future planning’ exercise. The key
elements will be presented to the larger group
‘Going With The Flow’: Leading And Following The Market
• Understanding market dynamics
PLUS: Additional Case Studies to include TELECOM and PROPERTY
• Follow product success and failures
Review And Close of Successful Product Launching
• How to learn from mistakes and fix them
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.
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 Creative Exercise: Individual exercise in writing a polished positioning
Creating Value For Your Organisation And Customers statement
Case Studies: Intel, Apple, Nike Case Studies: L’Oreal, Digital Angel, Volvo, Campbell’s Soup
Q: How Do We “Position” Brands? Creative Exercise: Applying the laddering process to discover emotional
A: By Creating Value For Customers aspects of positioning
• Understanding customer needs and wants
• Understanding brands from the customer’s perspective Day Three Thursday, 4 June 2009
• Positioning tells the firm what value is being created for the customers
• A framework for understanding the process of value creation Delivering The Brand Position: The Need For A “Brand Culture”
Case Studies: Virgin Atlantic Airways, FirstDirect Bank How Brand Positioning Helps Develop Strong Customer Relationships
• Understanding the relationship between brand positioning and customer
Creative Exercise: Group exercise to understand and apply the Value relationship
Innovation Framework • Understanding how customer satisfaction leads to loyalty and strong
relationships
Q: What Does It Mean To “Position” Brands? • How to manage the brand positioning and customer relationships
A: To Manage Consumer Perceptions • A framework for mapping brand positioning to customer relationships
• Understand the role of people, processes and physical evidence in service
marketing Case Studies: Tesco, Standard Chartered Bank, T-Mobile
• Creating and managing customer perceptions
• Creating a brand image in the mind of the customer Consistently Delivering The ‘Brand’ Promise
• Positioning: battle for the customer’s mind • Customer and market orientation
• Developing and living a “brand culture”
Case Studies: Black & Decker, Skoda Auto • Managing and organising different functional areas to deliver the brand
promise
• Role of marketing in coordinating the delivery of the brand promise
Day Two Wednesday, 3 June 2009 • A framework for understanding marketing and customer orientation
A Framework Of Brand Positioning: The Three Ds of Positioning
Case Studies: Capital, Formule1 Hotels, Singapore Airlines
Fundamentals Of Brand Positioning
• Defining, differentiating, and deepening the brand positioning Creative Exercise: Applying the ‘Marketing Orientation Framework’ to your
• Communication of brand positioning business
• Building brand awareness, brand recall and brand recognition
• A framework for brand positioning: the positioning triangle Actions That Damage And Dilute A Brand’s Positioning
• Understanding and managing potential threats to a brand’s positioning
Case Studies: 7Up, Duracell and Energizer, Intel, Bic, Bugles, Hardiplank • Internal threats to brands
• Brand extensions
Implementing The Brand Positioning: New Brand Launch • External threats to brands – technological, competitive, consumer trends
• Positioning strategies for market leaders and market followers • Private label (own store) brands and brand positioning
• Developing a new brand from ‘scratch’
• Developing a new brand in a new category Case Studies: Kodak, Huggies, Private Label brands
• Developing a brand positioning statement
Review And Close Of Brand Positioning Strategies Course
www.iirme.com/product
If you have eight or more delegates who need this training, contact IIR In-House on 971-4-3352439 or inhouse@iirme.com
Course fees include documentation, luncheon and refreshments, Interested in running this course in-house?
Delegates who attend all sessions will receive a Certificate of Attendance. Please call the Customised Training Solutions Team 971-4-3352439 or CTS@iirme.com
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