How To Master Marketing in the New Era
Length: 4 days
Target group: Consumer+trade marketing teams, account+sales managers
Outcome The participants will feel confident to build differentiated brands, to develop marketing / trade marketing strategies and plans, to prioritize investment and measure effects of activities as having learnt tools and observed best practices to manage brands effectively in innovative way.
- Marketing and its challenges today in Companies, marketing strategies vs. Company strategies, current trends.
- Understanding of consumer needs, definition of target group, – market segmentation – why, how, examples of segmentation, competitive audit / SWOT
- Definition of a brand, challenges during brand building, why do we need brands, brand experience, brand identity
- Strategies for building brands and their revitalization
- Portfolio strategies / brand hiarchie/ leveraging / brand extensions
- Building brands with effective communication reflecting trends
- Measuring the brand value and of effectiveness of marketing communication, ways, examples what to do when you do not have sufficient budget
- Effective marketing planning
- Best practices
- Building an organization focused on customer/consumer / alignment of Company vision and mission with processes focused on consumers
OUTLINE
___Positioning a positioning statements: target consumer, frame of reference, point of difference (functional vs emotional benefits), reasons to believe
___Brand as a concept / Brand Essence / USP
___Brand development in time
___Evolution of expectations on brands – from stake-holders, customers, partners
___OGS(I)M – objectives, goals, strategies, initiatives, measurements
___Effective allocation of marketing investment
___ ___ Consumer vs. Trade marketing
___ ___ Existing products / customers vs. new products / new customers
Languages: English or Czech
Tailor made or general trainings to address your needs
Let’s meet for more details
Inspired & satisfied partners
Jana is a person going directly to results. She likes to measure outcomes of her work. She has very high emotional intelligence.