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Successful Product Launching & Brand Positioning
Apply A Practical Management Tool, The “Successful Product Launching And Brand Positioning CanvasTM”, That Will Deliver Immediate Benefits To Your Organisation
19 – 22 November 2017
Venue TBC, Abu Dhabi, UAE
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Tariq Bashwari
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Saudi Aramco

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Services and Travel Buyer
Masterfoods ME

"It is a life changing course that touches all aspects of one's life."

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SABIC

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Finance Supervisor
Qatar Airways

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Professor Robert Kaplan
Harvard University

Overview

Successful product launch and brand positioning are the cornerstones of business success. Businesses frequently jump to commercial product launch or brand positioning without considering key strategic issues in enough detail. The result? Inadequate customer focus, poorly defined segments, a functionally driven value proposition, confused brand positioning and ultimately disappointing financial performance.

This highly interactive four-day course will help you overcome these issues via the application of proven product launch and brand management techniques to your organisation.

Content
  • The Product Launch Marketing And Brand Positioning Canvas
  • Identifying Critical Success Factors
  • Profiling Your Target Customer
  • Developing Focus: Clarifying Your Value Proposition
  • An Introduction To Insight
  • Product And New Product Development: Definition And Scope
  • Strategic Product Marketing Models And Insight Generation – Exploration, Application, Analysis And Evaluation
  • Understanding Innovation In Your Organisation
  • "Serious Creativity" – Applying Creativity Techniques That Drive Innovation In Your Organisation
  • Strategic Product Branding – Part I: Defining Your Product's "Brand"
  • Strategic Product Branding – Part II: Brand Enablers
  • Strategic Product Branding – Part III: Building A Holistic Brand Experience
  • Product Marketing Strategy – Segmentation, Targeting And Positioning
  • Launching Your Product To Market – The Role Of The Media Message Guide, Brand Engagement, Communications And Social Media
  • Identifying Critical Success Factors
Who Should Attend

Product launch and brand positioning are strategic management activities. This course is suited to “C” level marketing executives, senior marketing executives or senior marketing managers who play an active role in product launch and brand strategy. It is not suitable for entry level or junior marketers or those with no marketing experience. The course is equally applicable to those who market “tangible” goods, deliver services or even manage places or destinations.

Benefits Of Attending
  • Identify the factors which are critical to product launch and brand positioning success at your organisation
  • Learn how to launch products that customers don't know they currently need
  • Apply advanced statistical techniques that can help reduce product launch and brand positioning risk
  • Understand why brands positioned around strong feelings win in today's markets
  • Ensure your brand engages in meaningful conversations with customers using social media and mobile to drive product launch success and support desired brand positioning
Course Director

    Dr. Darren Coleman
    Managing Consultant – Wavelength Marketing®
    Visiting Lecturer in Corporate Brand Management, University of Warwick, UK

    Dr. Darren Coleman has over 20 years' product and brand marketing experience. This spans product launch and brand strategy projects in the UK, continental Europe, the Middle East, South East Asia and Japan. He has helped brands such as Orange (UK and Group), BUPA, Standard Life, Maybank, Tupperware Brands, Nikon, Volvo, STC, NCB, The Malaysian Government, The British Government, and University College London. He has launched new products and brands into a range of sectors including mobile telecommunications, financial services, healthcare, education, construction, pharmaceuticals, fast moving consumer goods, and professional services. Darren helped launch the world's first location based services retail offer 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. Wavelength offers brand advice, insight, education and activation to organisations that expect marketing to deliver measurable financial returns. Wavelength specialises in helping companies launch or relaunch products via a range of specialist services. These include target market profiling, product proposition development, product design optimisation, segmentation, launch plan development, launch communications, brand strategy and brand positioning. Wavelength's advice is frequently informed by advanced statistical analyses that reduce product launch and brand positioning risk.

    Darren speaks at international conferences on brand marketing in the UK, continental Europe, Middle East and Asia and is frequently asked to sit on panels as an expert judge. He holds a PhD in brand marketing (University of Birmingham, UK), an MA in marketing (University of Nottingham, UK) and is a Chartered Marketer with the Chartered Institute of Marketing. He is a visiting lecturer in Corporate Brand Management at The University of Warwick, frequently blogs, speaks on radio, and tweets @onthewavelength.



Venue and Accommodation

    Abu Dhabi, UAE

    Abu Dhabi, United Arab Emirates


     


Course Fees
Date Course Fee Before
10 September 2017
Course Fee Before
15 October 2017
Final Fee
19 – 22 November 2017
(BC6882)
US$ 3,995 US$ 4,495 US$ 4,995
Course fee includes documentation, luncheon and refreshments. Delegates who attend all sessions and successfully complete the assessment will receive a Certificate of Completion from Informa/GW.

*

Book and pay full fee for two colleagues and the third attends for FREE

  • Not applicable in conjunction with corporate discounts
  • Payment to be settled before start of the course to avail the offer
  • This offer is not applicable on Early Bird Prices

For more information, email Andy Watts on a.watts@informa.com

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