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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 Brand Positioning Strategies


30 May - 1 June, 2009 2 - 4 June, 2009

Course Director: Course Director:


Bryan Urbick, Director of Research Prashant Malaviya, Associate Professor of Marketing
Consumer Knowledge Centre, UK INSEAD, France

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

Organised By Official Regional Recruitment Partner

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.

Professor Malaviya regularly carries out research on customer psychology and


Forthcoming Related Events consumer behaviour. His findings have appeared in leading marketing journals,
including the Journal of Marketing, Journal of Marketing Research, Journal
BC2940 of Consumer Behavior, Journal of Consumer Psychology, Psychology and
Certified Product Manager® / Certified Product Marketing Marketing, and Marketing Letters. He applies insights from consumer research
Manager™ to better understand how marketing actions, (such as brand positioning,
28 March – 2 April 2009 marketing communication, product design and also customer service),
www.iirme.com/cpmm influence consumer judgments and choices, and customer satisfaction and
relationships.
BC2950
The Essentials Of Public Relations And Communications Professor Malaviya’s teaching reflects his research focus on customer
5 – 9 April 2009 analysis. He has taught seminars on marketing strategy, branding and brand
www.iirme.com/prc management, marketing of services, advertising, and consumer behaviour,
at Executive, MBA, Doctoral and Undergraduate levels. The executive
BC2995 programmes he has been involved with include both company specific
Marketing Masterclass programmes (for professional consulting, telecom, insurance, pharmaceutical
24 – 28 May 2009 and consumer goods companies), and open-enrolment programmes. Professor
www.iirme.com/mm 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: register@iirme.com • 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.

• Feasibility studies – how to manage them so they don’t manage you!


Day One Saturday, 30 May 2009 New Case Study: Etisalat
Doing Your Homework (Analysis): Understanding Markets And
Consumers Exploring The Market Case Studies: Wal-Mart and Tesco Supermarkets, plus examples from several
other companies/industries, including Almarai, Al Islami (formerly Co-Op
The Broad Overview Islami), Nestle, Cadburys and Nivea
• ‘Birds eye’ views – why they are beneficial and what you can do with
them Creative Exercise: During this highly interactive session you will experience
• Trend analyses – macro trends first hand some of the tools and techniques discussed to enable you to carry
• Competitive set models out similer approaches in your own company
• Determining a rough ‘volume of opportunity’
• Build target consumer hypotheses and test them out
Daysimilar
Twoapproaches in your own company.
Sunday, 31 May 2009
Case Study: Middle Eastern Dietary Issues And How These Affect
Consumer Food And Beverage Choice Review of Day One, with participant presentation of exercises
Building The Roadmap: How To Plan For Launch Success
Examining The Consumer: Up Close And Personal
• Primary vs secondary research – overview, benefits and drawbacks of each Case Study: All About Kids: A Global View (looking in-depth at a consumer
and how to best use both segment)
• Qualitative vs quantitative research – overview, benefits and drawbacks of
each and how to best use both Strategy Vs Tactics
• Traditional vs non-traditional methods – comparing and contrasting • The difference between strategy and tactics
methods and techniques • Building a strategy statement combining the elements learned in Day One
• Projective vs elicitation techniques – comparing and contrasting methods
and techniques Creative Exercise: You will develop and present strategic statements based
• Building insight statements/understanding of truths on some product/service ideas generated on Day One
New Case Study: HSBC Amanah
Building And Testing A Strategic Plan
Creative Exercise: Applying the tools and principles from the previous • The key elements of a strategic plan
sections, you will work through a practical exercise as follows: Choose a • How to present it to get buy-in from all those involved – determining the
consumer segment, determine its wants and needs, build a consumer profile key stakeholders
and create an idea for a product/service to meet those specific needs/wants. • Understanding the organisation and culture
• Linking strategies to ‘vision’ and ‘mission’ - the importance of marketing
Opportunity Spotting – Tools And Techniques and strategic marketing
• Link findings/learnings from market understanding and consumer research • Tools and techniques for developing a strategic plan and allocation of
• Building insight based platforms resources
• Building cross-functional teams
• Idea generation and building ‘The Big Idea’ Case Examples: Ikea, Wal-Mart and Masafi
• Determine winning ideas/products (executions)
New Case Study: Jumeirah

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/product


• Build upon strengths and exploit them
Creative Exercise: Applying the tools and principles from the previous • Re-analysis of market view, consumer insight, insight platforms, strategic
section, you will work through a practical exercise to generate a strategic and tactical plans
plan. The key elements will be presented to the larger group
Case Studies: easyJet and Virgin Atlantic
Building And Testing The Tactical Plan
• Understanding several different tactical approaches New case study: Carrefour
• The key elements of a tactical plan
• How to use marketing in the tactical plan When Something Goes Wrong
• Tools and techniques for developing a tactical plan from the strategic plan • Setting up appropriate measures to enhance awareness of problems/
potential problems as they occur
Case Study: Marriott Hotels
• Determining the cause of the problem
• Developing a problem resolution strategy
Creative Exercise: Applying the tools and principles from the previous
• Testing the problem resolution strategy
sections, you will work in small groups to develop a basic tactical plan from
• Implementing the problem resolution strategy
their strategic plan. The key elements will be presented to the larger group

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

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: register@iirme.com • 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 Creative Exercise: Individual exercise in writing a polished positioning
Creating Value For Your Organisation And Customers statement

Q: Why Do We “Position” Brands? The Importance Of Emotions In Positioning


A: To Create Value For The Firm… • From functional to emotional consumer benefits
• Value of brands • Emotional positioning fundamentals
• Brand value vs brand equity • How and what emotions to build in brand positioning
• Understanding the role of stakeholders in brand strategy • Understanding the laddering process
• A framework for diagnosing the strengths and weaknesses of a brand • Evolution of positioning over time and with competitive changes

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

Case Study: TiVo, Palm Pilot, Frito Lay

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/product


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

FIVE EASY WAYS TO REGISTER

www.iirme.com/product

For further information and Group Discounts*


contact 971-4-3352483 or email: r.devnani@iirme.com
* Group discounts are only applicable on the full event price BC3023
Yes, I want to register for:

Event Dates Price before Price between 22 March Price after


22 March 2009 and 12 April 2009 12 April 2009
Successful Product Launching 30 May - 1 June 2009 US$ 2,595 US$ 2,795 US$ 2,895
(Save US$ 300) (Save US$ 100)
Brand Positioning Strategies 2 - 4 June 2009 US$ 2,595 US$ 2,795 US$ 2,895
(Save US$ 300) (Save US$ 100)
Entire Event US$ 4,390 US$ 4,690 US$ 4,890
30 May - 4 June 2009 (Save US$ 1,400) (Save US$ 1,100) (Save US$ 900)

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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