Product & Brand Management

Date : 23rd - 24th August 2010
Venue : Hotel Istana, Kuala Lumpur

PROGRAM OBJECTIVES

At the end of this workshop participants will be able to

•  Understand & appreciate Product and Brand Management
• Understand & appreciate effective concepts for successful Product and Brand Management
• Identify major Product Mix Decisions
• Understand & appreciate Brand Management Concepts
• Develop strong identities for Products & Brands 

PROGRAM OVERVIEW

A marketing orientated organization needs someone who not only can analyze the market but identify opportunities for new existing products & brands and develop the resulting specifications & rationale. To do this successfully, he or she must be able to isolate the factors which influence the market such as customer needs, and environmental issues and satisfy market opportunities and manage threats by developing new products & services, managing products & brands, do effective pricing, managing channels and integrating marketing communications. 

This program is designed to impart a clear understanding of the role of the Product and Brand Manager. The program also provides the tools and techniques involved in being an effective Product and Brand Manager in order to achieve growth in sales and profits for products and services.

PROGRAM CONTENTS

DAY 1

• THE NEED FOR PRODUCT AND BRAND MANAGEMENT

 - The Marketing Concepts & the System

• THE ROLE OF THE PRODUCT AND BRAND MANAGER

 - Major functions & descriptions 

• DEVELOPING THE PRODUCT AND BRAND PLAN - THE MARKET & THE INDUSTRY

 - Selecting Strategies for Different Markets & Competitive Situations 

 - Business Level Competitive Strategies

 _ How to segment & target the Market

• DEVELOPING THE PRODUCT AND BRAND PLAN- THE PRODUCT

 - The Product Life Cycle

 - The Ansoff Matrix / the BCG Matrix/ the McKenzie Model

• DEVELOPING THE MARKETING MIX 

 - Price

 - Promotions/ Communications

 - Channels

 - People, Processes & Customer Services

• INTRODUCTION TO BRANDS

 - Total marketing & Branding - The Link

 - What is Branding?

 - Why Branding is important?

 -Why Branding is Strategy?

DAY 2

• BRAND IDENTITY & BRAND PERSONALITY (VIDEO LEARNING)

 - Critical Questions for Brand Identity Verification

 - Why is Brand Identity important?

 - Sources of Identity

 - Brand Identity and Image - The differences

 - Personality and Brand Management

 - Brand Personality Scale Measures

 - Brand Positioning Statement

• BRAND EQUITY

 - Brand Equity - What is it?

 - Source of Brand Equity

 - Choosing Brand Elements to Build Brand Equity

 - Key to Building Brand Equity

 - Brand Loyalty - What is it?

 - Measurement of Brand Loyalty

• BRANDING STRATEGIES

 -> Brand Creation

      - How?

  -> Brand Extension

      - How

 -> Brand Product Relationships

      - How?

• WRITING A PRODUCT / MARKETING/ LAUNCH PLAN

 - Structure, Contents & Approach
 

WHO SHOULD ATTEND?

• Personnel responsible for Product and Brand Development Strategic Planning, Business Development
• Company Managers and executives involved in marketing, sales, promotion & brand management
• Marketing managers
• Business Development Managers
• Directors/ VPs responsible for Marketing
• Business Unit Heads
• Relationship Managers
• Customer Relationship Managers

PROGRAM DIRECTOR

Richard Jacob, MBA [Cranfi eld, U.K], AMA Global Faculty Member

RICHARD JACOB is the founder and Principal Consultant of RCJ Consulting Sdn Bhd. He is an
American Management Association (AMA) Global Faculty Member and has delivered training programs in Tokyo, Manila, Singapore, Jakarta, Lahore, Karachi, Shanghai, Beijing, Hong Kong, Saigon and Hanoi. He has an MBA from Cranfi eld School of Management in the United Kingdom, which is a leading European Business School. He is an Accountant by training and was an Auditor in an international firm of Accountants for nine years. His strategic experience comes from being a Financial Manager, Company Secretary and Business Development Manager in a leading Swedish pharmaceutical company by the name of Astra Pharmaceutical.
       Since 1995, Richard has consulted and trained some 9,100 General Managers and executives in several companies in Asia in his core business competencies which are Finance, Marketing, Leadership, Strategy and Change. As he rose from the ranks and has significant experience he has a special interest in people development change. He also has spoken over the years at various conferences in the subjects of HR and Strategy.
         Richard’s impressive client list includes Philips units in Asia in Marketing modules as part of their Global Faculty for Revolutionary Change in Marketing, 3M Malaysia, Maxis and Tractors Malaysia in conducting Marketing Development Programs, Hilton International and Maersk International, Unilever Philippines and UNAXIS of Switzerland in Finance, Matsushita Asia in
Strategy and several other organizations in the region such as Braun Malaysia, Schering AG Malaysia, Allianz Life, NIAM, Great Eastern, Hong Leong Group, Securities Commission, the Air Force of Malaysia, Pfi zer Malaysia, BDO Binder, ASTRO, Patimas Computers Berhad, and Maybank in the areas of Leadership and Change and Strategic Management. Richard is a
skilled global trainer and facilitator with the capabilities to get participants to relate concepts to practice.

Previous Participants’ Feedback

��Program was very technical and the director was well experienced and knowledgeable in the topic (NEC Infrontia)
�� Program was not lecture base. Very professional. It relates to real situation for easy understanding (Ajinamoto M’sia)
�� It feels like I just graduated from University majoring in Marketing in just 2 days! (ACA Pacifi c Technology)
�� I like the way trainer presents the whole program to reach our understanding of product management & brand
building (Marco Corporation (M) Sdn Bhd)

For Registration, 

please contact Shanti or Mumtaz at 603 - 7490 4528/9/4530