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.

OUTLINE

• 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

___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

• 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

___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

• Best practices
• Building an organization focused on customer/consumer / alignment of Company vision and mission with processes focused on consumers

Languages: English or Czech

Tailor made or general trainings to address your needs

Inspired & satisfied partners