Successful Product Launching And Brand Positioning

Successful Product Launching And Brand Positioning Apply proven product launch and brand positioning techniques that will drive revenues at your business, so you can confidently justify your product launch strategy to a range of stakeholders “Darren demonstrated great knowledge in branding especially by providing us with real life examples. We appreciated Darren’s interest in our business and that he used examples aligned with our industries. The course was a great mix of theoretical and practical aspects ensuring that we understood the concepts and are able to apply them.”

“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

Aljouri Al Habsy, Haya Water, Oman

“The trainer Darren listened to and understood our questions and provided us with great feedback and lots of examples.”

Souad H Khalib, Assistant Marketing Manager, Al Ahli Bank of Kuwait, Kuwait

29 September – 2 October 2013 Kempinski Hotel, Mall of the Emirates, Dubai, UAE

5 Key Learning Benefits 1. Conduct a strategic product portfolio audit, and a full strategic brand audit 2. Apply a range of strategic product analysis tools and marketing frameworks to develop your product launch knowledge 3. Use advanced statistical techniques to provide product design, segmentation, positioning and financial insights 4. Utilise key brand enablers e.g. visual identity, brand personality, communications and multisensory cues to develop a holistic brand experience for your product or service 5. Understand how to create, develop and launch a differentiated brand experience

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Successful Product Launching And Brand Positioning 29 September – 2 October 2013 • Kempinski Hotel, Mall of the Emirates, Dubai, UAE Meet Your Expert Course Director

Course Introduction Delivering products and brands that customers desire lies at the heart of business success. Businesses frequently jump to commercial product launches without considering fundamental strategic issues surrounding product launch and brand positioning. The result? A functionally-driven value proposition, confused brand positioning and ultimately disappointing financial performance.

This highly interactive four-day course shares the latest product launch techniques and brand management thought that drives product launch success.

Each session is based on trainer input, application of content to delegates’ organisations and facilitated group discussion. Delegates will explore and evaluate relevant case material to gain new and novel insights based on other organisations’ experiences.

Pre-course Reading Delegates will be sent the case study material prior to the course. This gives delegates time to review the cases before they are discussed by the group at the course.

Key Benefits:

Dr. Darren Coleman has over 15 years’ product and brand marketing experience. This spans product development, product launch and product re-launch/ revitalisation projects in the UK, continental Europe, the Middle East, South East Asia and Japan. He has helped companies launch new products and brands into a range of sectors including mobile telecommunications, financial services, healthcare, education, pharmaceuticals, construction and professional services. Darren helped launch the world’s first location based services retail offer (similar to Facebook Places) 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 where he offers brand advice, insight, education and design to organisations that expect marketing to deliver measurable financial returns. His specialist advisory services include target market profiling, product value proposition development, product design optimisation, segmentation, brand strategy, brand experience definition/delivery, launch plan development, launch communications and brand positioning. Darren provides his clients with advice which is driven by advanced statistical analysis.

Darren frequently speaks at international conferences on brand marketing in the UK, continental Europe, Middle East and Asia. He holds a PhD in brand marketing (University of Birmingham, UK), a MA in marketing (University of Nottingham, UK) and is a Chartered Marketer with the Chartered Institute of Marketing.

1.

Understand your target customer psychographically to facilitate customer ‘intimacy’

2.

Appreciate the role emotion plays in humans’ decision making processes

3.

Learn how to articulate and share your product’s value proposition succinctly

Darren tweets @onthewavelength and blogs on http://wavelengthmarketing.wordpress.com

4.

Conduct a strategic product portfolio audit, and a full strategic brand audit

The Following Companies Have Benefited From Darren’s Expertise:

5.

Understand how statistical technique can be used to reduce product launch risk

6.

Apply a range of strategic product marketing frameworks to develop your product launch knowledge

7.

Start to think about ‘service’ and ‘experiences’ as part of your product’s value proposition and sources of differentiation

8.

Realise how co-creation provides opportunities for your brand to engage with customers and drive the financial performance of your product

9.

Apply a range of strategic product analysis tools to your business

Orange (UK & Group)

Saudi Telecom Company

Citigroup

Toshiba

The British Government

Saudi Basic Industries Corporation

Sony Corporation

Standard Life

Credit Suisse

Aston University

Dubai Health Authority

Bahrain National Holdings Company

BUPA Arabia

Al Ahli Bank Of Kuwait

Mashreq Banking Group

Arab African International Bank

Volvo

Msheireb Properties (Qatar)

Dubai Bank

Allianz Life Insurance

Nikon (Japan)

American International Assurance

10. Familiarise yourself with a range of creativity tools that will help you find solutions to product launch and brand positioning challenges

Would you like to run this course in-house?

11. Understand how to use the Innovation Funnel at your organisation to ‘structure’ product development 12. Appreciate how behaviour, communications, emotion, design and multisensory cues drive product performance

Who Should Attend?

Product launch and brand positioning are strategic management activities.

Consequently, this workshop is suited to senior executives, “C” level executives or senior managers who play an active role in product launch and brand strategy.

+971 4 335 2437

+971 4 335 2438

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

register@iirme.com

www.iirme.com/productlaunch

Course Timings Registration will be at 07.30 on Day One. Course sessions will start at 08.00 and finish at 14.30 each day. There will be two short breaks at approximately 10:30 and 12:30 and lunch will be served at the end of each day’s session.

Day One

Day Three

Developing Focus I: Understanding Your Customer • Who is your ideal target customer?

• Understanding your target customer psychographically • The importance of customer insight, metrics and inferential statistics at an early stage of the product development and brand positioning process • Explore the emotions that drive your target customers’ decision making process • Identify and evaluate the “jobs” your products help customers “get done”

Strategic Product Branding I: Defining Your Product’s “Brand” • The business case for brands • The importance of emotion: Neuro-scientific evidence • Branding goods and services – Matter of degree or absolutes?

• Brand essentials (values, promise, essence, architecture and positioning) • Brand experience and touch point analysis • Considering current brand metrics • Utilising brand essentials and neuro-scientific knowledge to build a brand that connects emotionally with your target customer

Developing Focus II: Clarifying Your Value Proposition • What is a value proposition?

• Features vs. benefits • Exploring and articulating the value proposition of your company/ product/brand etc.

Product And New Product Development: Definition And Scope • What is a “product”?

• Exploring the core, tangible, augmented and experiential product at your organisation • Is there such a thing as a pure product anymore?

• The Service Dominant Logic: A new marketing paradigm for products?

• Applying the Service Dominant Logic and your business Case Studies • Service Dominant Logic at Dell Computers • Nike iD • Rolls Royce (Marine Division)

Strategic Product Marketing: Audit, Exploration, Application, Analysis And Evaluation • Diffusion of innovations • Portfolio analysis models • Product life cycle (multiple) and product portfolio interactions • Exploring Customer Life Time Value as part of strategic product launch • Optimising product design to drive demand and purchase intention – An introduction to Conjoint Analysis and Logistic Regression • Holistic application of strategic product marketing models to your organisation

Case Studies • Innovation at Lego • Philip Kotler on Innovation “Serious Creativity”: Applying Creativity Techniques That Drive Innovation At Your Organisation • The role of creativity in the new product development and launch process • Introducing and applying creativity techniques e.g. “De Bono’s Six Hats”, “Idea Box”, “Clever Trevor”

Case Studies • Employee branding at Air Asia • Developing a brand experience at a global medical healthcare company (This is a Wavelength Marketing client so the name has been retained for confidentiality reasons) • Building your bank’s brand • Discover your bank’s brand personality • Innocent Launches TED Style Talks (http://m.marketingweek.co.uk/news/ innocent-launches-ted-style-events-to-push-brand-values/4006123.article) Building A Holistic Brand Experience • This session will focus on the application of strategic product branding principles to each delegate’s organisation. The emphasis will be on developing a holistic and emotionally driven brand connection with the target customer outlined at the start of Day One.

Day Two

Understanding Innovation At Your Organisation • What is innovation?

• Why is innovation important?

• Innovation ≠ New Product Development?

• The holistic nature of innovation • Auditing and driving innovation at your organisation • The Innovation Funnel: Introduction, issues and solutions • Exploring and applying strategic innovation concepts to your organisation

Strategic Product Branding II: Implementing Your Product As Part Of An Engaging Brand Experience • Brand personality • Corporate visual identity systems • Human resource initiatives • Employee and client focus • Consistent communications • Multisensory branding • Developing a holistic approach to product branding

Day Four Product Marketing Strategy: Segmentation, Targeting And Positioning • The segmentation imperative • Forms of strategic segmentation (B2C/B2B markets) • Segmentation research techniques (cluster analysis/correspondence analysis) • Justifying an approach to segmentation at your business • Approaches to positioning • Understanding your brands’ points of difference and parity • Perceptual maps • An introduction to advanced statistical techniques and brand positioning e.g. multidimensional scaling, multidimensional unfolding Case Studies • Segmentation at Best Buy (USA) • Brand positioning in the UK’s educational sector using Advanced Statistical Modeling (This is a Wavelength Marketing client so the name has been retained for confidentiality reasons) • Segmentation in UK’s Premium Sports Club Market Taking Your Product To Market: Leveraging Brand-Consumer Conversations, Emotions And Your Value Proposition To Drive Brand Engagement • Product launch – critical success factors • The communications mix mantra – co-ordination, consistency and the customer-conversation • Strategic social media • Connecting the conversation, your brand and your product • Social media metrics (overview) Closing Comments And Session Review • Review key points and highlight how each session connects

+971 4 335 2437

+971 4 335 2438

register@iirme.com

www.iirme.com/productlaunch

Successful Product Launching And Brand Positioning 29 September – 2 October 2013 • Kempinski Hotel, Mall of the Emirates, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

+971 4 335 2437 +971 4 335 2438 register@iirme.com

www.iirme.com/productlaunch

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com WEB BC4771 Event

Course Fee Before 14 July 2013

Course Fee Before 4 August 2013

Final Fee

Successful Product Launching And Brand Positioning 29 September – 2 October 2013

US$ 3,895

US$ 4,395

US$ 4,695

WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?

Course fee includes documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance from IIR ME.

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