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MARKETING STRATEGIES
AND TRENDS FOR
CONSUMER PRODUCTS
26-27 October 2009 z Royal Plaza on Scotts Hotel, Singapore
The field of marketing for consumer products has always been extremely fast-paced, with older
methods frequently being overtaken by new, cutting-edge techniques and models. This pace is only
increasing, with the arrival of new competition and the continuing business pressures on maintaining
and/or improving market share and sales revenue.
This 2-day thoroughly researched and insightful training Course focuses on the global marketing
strategies and practices for consumer markets examining current challenges and product trends. The
programme will focus on the practical applications of consumer marketing concepts, so that you will
develop a well-defined marketing strategy for identifying attractive targets and effectively positioning
products and services to these targets. Starting from customer/consumer motivations, you will explore
the role of product management and marketing organisational realignment, and deepening your
understanding of the strategic mission of both a business unit and the company as a whole.
Working on an interactive platform that is packed with tools and pragmatic insights, this training Course
aims to make marketing for consumer products more relevant by focusing on initiatives that can impact
your bottom line, including how to:
Successfully transform marketing strategy into winning marketing tactics; how do you do it and
what are the secrets to success?
Implement innovative marketing strategies; what can you do to enhance customer experience and
increase lifetime value?
Manage and leverage brands successfully
Integrate regional, global, and cultural variables into your marketing programmes
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Strictly limited seating to ensure value added to all Participants - so book early! Comprehensive course materials will be provided.
Delegates who successfully complete this course will receive the Asia Pacific Centre for Continuing and Professional
Development Certificate for Participation
This practical two day training course will help you: SESSION 1 6(77,1*7+(6&(1(
$1$/<6( current product strategies and
recommend changes and improvements The purpose of this session is to introduce the workshop setting the scene
for marketing in 2009 and beyond.
5(&2*1,6( consumer trends and determine
The changing global economic and business landscape
how they impact their business and identify
opportunities to develop current or new Critical challenges for marketing and organisations
products. Re-defining organisational success
(;$0,1( consumer behaviour theory and
trends
SESSION 2 7+(1(:*/2%$/0$5.(7&217(;7
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Mapmania and other consumer tends can be
New markets, new approaches, new opportunities. This session looks
opportunities to grow your business at alternative approaches to what we call global markets. How have they
changed in the last 10 years, what will the next 10 years look like?
),*+7 low cost competitors and big-box
retailers Global or just a bigger neighbourhood?
Forces driving global demand
$'$37 to local markets and cultural
sensitivities into marketing programmes
81'(567$1',1*&21680(5
75$16)250 marketing strategy into SESSION 3
%(+$9,285
winning marketing tactics
'(9(/23 effective value propositions for A targeted session examining the complexity of consumer behaviours and
consumer brands, products and services the types of buying situation, which can occur.
Consumer behaviour and buying behaviour theories
$66(66 global market opportunities
Segmentation and purchase behaviour
/($'0$1$*( and /(9(5$*( brands Consumer attitude, intentions and purchase behaviours
successfully
Now we know what the future might look like how do we plan for it? This
session focus participants on applying what they now know about consumers
WHO SHOULD ATTEND to their industry. This will involve identification of participants industry,
trends analysis and application of consumer behaviour theory and models in
international retailing.
This Course is specifically designed for any managers
and professionals who are involved with marketing
consumer products and services. They include: $1$/<6,1*7+(*/2%$/
SESSION 6
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Marketing Directors
Sales and/or Marketing Managers This session provides an approach and framework for identifying and
Product Managers analysing the key cultural and environmental characteristics of any nation
or global region; and it highlights the importance of viewing international
Brand Managers marketing management from a global perspective.
Channel Managers
Understanding key market requirements
Account Managers/Directors
Cultural differences and international marketing
Promotions Managers
Global marketing management: Planning and organisation
FMCGs Supervisors
Advertising Managers
$&712:5(*,67(572'$<&$//R
(1'6)25&21680(5352'8&76
8:30am (Day 2) Coffee/Tea Why Not Train More People for Less Money?
9:00am Programme Commences
10:30am to 10:45am Morning Refreshment If you have a team of 6 or more people who need to attend
12:30pm to 1:30pm Lunch this training, it is more cost effective to have this Course
customised to your organisation – at your training site.
3:00pm to 3:15pm Afternoon Refreshment Savings can be significant!
5:00pm End of Programme
For more information on our in-house training programme,
please email inhousetraining@abf-asia.com
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