Sales Marketing
Essence of Marketing Strategy-Brand Strategy
Introduction
“In many markets, one share point is worth tens of millions of dollars. A one-share-point gain in coffee is worth $48 million and in soft drinks, $120 million! No wonder normal competition has turned into marketing warfare.” (Philip Kotler)
We are living in a world where everyone is after everyone’s business; a world most companies are trying to compete by providing “better” products or services, resulting in strategic convergence. However, winning is not really about having the best product or service, but planting the right message in customers’ heads and keeping it there. As a result, positioning is a most powerful competitor-oriented strategy, differentiating a firm or a brand from its competitors. With the wisdom of the military strategists (The Art of War by Sun Tzu, On War by Clausewitz), this two-day workshop is aimed to give participants insights into building a brand, forming marketing strategy and a fresh view on conventional marketing. It enables you to acquire practical knowledge on how to apply the analytical concepts and tools of effective brand building strategy. Selected Chinese marketing cases and analysis will be presented to address the branding impact when entering the market of China.
Course Outline
- The principles of positioning
- The logic and different levels of positioning
- Building a brand in an easy and effective way
- Repositioning
- Map out your positioning strategy
- Understanding your market position and competitive position
- Marketing Warfare
- Understanding your customers
- Strategic segmentation
- Cases review
Fee: $1800
Time: 9:00-12:30, 13:30-17:30
Speaker: Mr Terry Lee