STUDY THE JOB
AN INITIATIVE BY
Experiential Marketing
OBJECTIVE
Enabling practical thoughts
Take your marketing skills to the next level by learning how to write a detailed and well thought through strategic marketing plan for your brand or business. Designed for students ready for a corporate move in the field of sales and marketing, this course will equip you with practical take-home tools to enable you to develop stand-out brand goals, write powerful marketing plans and measure your performance. You will review the latest Marketing trends and thinking and learn how to apply them to your own market landscape.
LEARNING INTENT & OUTCOME >> Expectation setting for the program and understanding the application of strategy to business situations and working on ways of GO to MARKET. >> Values of being proactive to market condition; fighting a given situation through tact by not compromising on strategy. Excellence in execution. The GUT route. >> Measuring internal strength weakness to develop objectives & goals. Understanding what synergies need to be built across business functions for an overall strategy. >> Building on consumer perceptions & aspirations leading to brand value. Challenges in gaining mind share. >> An overall understanding of sales function & its requirements. The most important customer facing role in any business & how situation handling becomes the key. Ways to handle & accommodate for business turnaround.
WORKSHOP CONTENT & SESSION PLAN 8 active session hours, 4 + 4 hours \ Will break the day into 4 sessions of 2 hours each
Morning session
9 – 11 am
11.15 to 1.15 pm
Afternoon session
45 min lunch
2 – 4 PM
4.15 – 6.15 pm
DAY 1 Morning session (4 Hours)
Afternoon session (4 Hours)
9 AM to 1.15 PM
2 PM to 6.15 PM
>> Introduction >> Ideas, perception, attitude values of execution >> Customer & consumer psychograph via segmentation
>> A market review from a Brand manager perspective >> Concept to completion >> Combining strategy & tact for market & mind shares
>> Environment scan & need gap
>> The equitable triangle achievement
>> Mind mapping
>> Pricing
>> Case study on understanding mind map. Stepping into the shoes of customer, consumer & influencer.
>> Case 1 work out & presentation by individuals
>> Case 1 – Individual case brief
>> BTL Case study – Case 2 & 3 brief
DAY 2 Morning session (4 Hours)
Afternoon session (4 Hours)
9 am to 1.15 pm
2 pm to 6.15 pm
>> Rewind
>> Value of design in brand building
>> Understanding low key interest category
>> Strategy, communication & Ethics
>> Business synergies >> Organization strength & weakness scrutiny >> Live case presentations of products in such categories >> Product differentiation in the same category >> BTL Case 2 & 3 – Team presentation
>> Advertising, ad campaigns - case presentations >> Case work out & presentation >> Understanding of sales, prospecting & reach out >> Importance of understanding ground reality through sales >> Converting difficult cold calls into productive delights >> Case 4 – Team presentation
>> Case 4 – Team brief
WORKSHOP OUTCOME >> Develop and write a well-thought through strategic marketing plan for your business or organization, largely offline marketing >> Review a wide range of marketing models and tools that facilitate better planning >> Develop clear and business focused marketing objectives >> Articulate a vision and goals for your brand or marketing responsibility
>> Be familiar with the latest marketing trends, and how they could apply to your own role or organisation >> Think more strategically in a range of marketing scenarios
BOOKS TO READ >> A practical guide to interactive brand experiences – by Shaz Smilanski >> The brand hand book – by Wally Olins
PRE - CLASS >> Please list down a question or two in marketing & branding areas that you have, which needs an answer. Will make an attempt to clarify to the best of my capabilities. In that manner you will help me learn in these 2 days of interaction >> A group mail ID would help me send reading material
ABOUT THE TRAINER Mr. M.K. Chandrasekar Marketing and Branding Specialist Learning experience
>> New Product Launch >> Market Penetration >> Strategic Alliances >> Product Life-cycle Management >> Competitive Market Intelligence >> Brand Image Positioning >> Product Pricing >> Distribution Management
Senior professional with a wealth of over two decades of experience in the strategic planning, development and implementation of sales & marketing programs that impacted revenue growth and profitability. Leader for imparting strategy and direction influencing start-up, turnaround and well-established organisations. Proven success in exceeding client needs catering to a diverse industry segment. Distinction of growing organisations from a virtual start-up to a well-established position. Key contributor towards creation and delivery of cutting-edge promotion campaigns at a national level with best results. Catalyst growing brands to a credible stage beating market competition. Excellent relationship building capabilities forging strong networks.
CURRENT MUSpace India Pvt. Ltd Tuningfolks Pvt ltd
Founder & Director- Ideated, conceptualized and launched a patented concept eSWAR, a music brand meant for performers, teachers and learners. The vision is to provide with technology based music learning tools that reaches out to a larger canvas of children’s population of varied classes.
Catapult – Thought Ensemble
A marketing & brand management outfit involved into brand conceptualization to go to market stage.
CONSULTING ASSIGNMENTS - CURRENT eProdcast
Concept, architecture development in areas of sales, marketing & logistics for an enterprise / app build platform.
Milkyway ice-creams & milk products Brand positioning & visibility
Impart (Guest Faculty)
Guest faculty from 2009 till date: An elective course “Experiential Marketing” for MBA marketing students (preferably 2nd years) Amrita School of business (Ettimadai, Bangalore, Cochin), Sunny buffalo university EMBA, ITM Chennai, Jain University Bangalore, Institute of logistics- Chennai, Sona school of Business – Salem besides others.
WORK HISTORY >> Founder & Director Thoughtworks India Pvt Ltd, 2005 – 2009 >> Brands handled: Goodlass Nerolac, Ponds, Fair & Lovely, Bru, Comfort, Amsure, Reliance Insurance, SBI Mutual fund, UTI, Liberty Oils, Novartis, Pioma Industries, Sundaram Home Finance & more >> Head Promotions, British Petroleum and Castrol India Ltd., Mumbai, 1998-2005 >> General Manager, Marketing & Sales, Linc Pens & Plastics Ltd., Kolkata, 1995-1998 >> Head Sales, Camlin Ltd., Mumbai, 1992-1995 >> Sales rep, Area sales executive, Head Promotions, Glaxo India Ltd., Mumbai, 1986- 1992
ACADEMIC CREDENTIALS >> Post Graduate Diploma in Marketing & Sales, Bharatiya Vidhya Bhavan >> Bachelor of Commerce, DG Vaishnava College, University of Madras
WORKSHOP CERTIFIED BY
CAMPUS TO CORPORATE MOVE VALUES OF MARKET REALITY ADAPTING TO CORPORATE SCENARIO IMPORTANCE OF INFORMATION & DELIGHT OF DATA
Phone : 09176623070 Email : mkc@catapult.org.in Address : B11, Mahadevan Apts, 172 TTK Road Alwarpet, Chennai – 600018