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EXECUTIVE DEVELOPMENT

PROGRAMME

Prominent Partners

www.ndimdelhi.org | www.indiacentreforglobalexcellence.com

INDIA CENTREFOR GLOBAL EXCELLENCE

DECODING THE BRAND STRATEGY

FRAMEWORK IN A VOLATILE MARKET th th7 & 8 November, 2019 | New Delhi

Industry Experts

Cu

stomised

Trainin

g

Proven Success

27+

Year

s of

Ex

celle

nce

NDIM was founded in 1992 with the Vision of being a global learning hub, a unique gurukul to nurture

courageous global change leaders through holistic, trans formative and innovative learning.

Approved and awarded by AICTE Govt. of India

Approved by the All India Council for Technical Education (AICTE), Ministry of HRD and Government of India, since 1996.

Awarded ‘Best Industry-Linked’ MBA School of India by the AICTE and CII in 2017 & 2018. Awarded ‘Most Preferred

B-School of the Year – North’ by Assocham on 21st Feb 2019

Consistently ranked among the top MBA schools of India by KPMG, PWC, Mail Today, Business India and Business

Standard

9 Unique Specialisations

Remarkable Campus Recruitment

A dozen of International MoUs with European and US Business schools and universities

Summer Internships, Winter Internships, CSR Projects, Industry Interactions, Corporate Monitoring, Live Projects,

Visitsto Business Chambers & Corporate Offices NDIM Students worked at 1596 Live Projects with 252 Companies &

NGOs and were offered 200+International Live Projects

A.India Centre for Global Excellence(ICGE), is the Training Arm & Centre of Excellence of New Delhi Institute of

Management.

About New Delhi Institute of Management

B.ICGE was founded with the core mission of delivering high-quality Business Education to learners around

the world.

C.For over 27 years, we have specialised in helping our clients identify people and process challenges that

may be preventing their organisations from achieving optimal results.

D.Our goal is to partner with you to assess, envision, develop and execute powerful training that increases

productivity, improves performance and inspires continuous

E. Focus on excellence through a wide range of Learning Solutions.

F.ICGE programmes are designed to deliver a case-based, active, and social learning experience in a highly

engaging learning environment.


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Faculty is drawn from 260 Industries & Corporate Houses and 31 International Universities

About India Centre for Global Excellence

Awarded by CII & ASSOCHAM

27 Year old India's Premier B-School

NDIM Offers Industry Supported PGDM (MBA) Courses

1000+ Companies have recruited Students

NDIM is the India Centre of Asian Institute of Technology, Thailand for DBA

NDIM’s faculty is highly rated

NDIM Provides Maximum Hands- On Learning To Its Students

Programme Introduction

The programme will enable all participants to evaluate and take critical business decisions that will impact

the brand, category, and thereby overall business of their respective organizations. Participants will also get

an in-depth industry relevant, brand/product specific exposure to planning marketing strategies.

The participants will be exposed to the cerebral and conceptual framework of branding, communications,

target segment understanding, and other key marketing concepts to understand, plan for and then

successfully implement in such a competitive and challenging environment.

This programme will be key and relevant for all professionals from various domains.

It is here that marketers across all sectors and for their respective companies and brands are striving to find

the right balance, the appropriate process to ensure that they gain against the tide and grow steadily.

With this background and context in mind, this EDP has been specifically designed to help orient and build a

comprehensive and insightful learning curve and exposure to understand the basics of marketing, the

framework involved, and the essence of marketing planning to succeed in India’s current volatile market

conditions.

The global economy is undergoing a churn across all key markets and India is no exception to this

phenomenon. The only difference here is that India still continues to grow at a faster pace as compared to

other economies, but it has become tough with a perceptible slowdown across key sectors as apparent from

low consumer demand.

Programme Objectives


05

04

03

02

01

06

08

07 Consolidate and re-focus on organic growth, thereby driving profitability

Overall, basis the above, understand both management and measurement of an effective

marketing plan over a pre-decided period of time

Work on “live brands” and learn the essence of planning an integrated marketing

communications approach and strategy that ensures success of the brand in an otherwise

fiercely competitive market

Understand the basic tenets of marketing, its conceptual framework in evolving plans and

G-T-M (go to the market) strategies in a volatile market

Gain an in-depth insight and knowledge on the marketing and communications principles

of differentiating brands in a product parity market as well as evolving communications

strategies including advertising that impact buying decisions of target segments

Step by Step formulation of a brand positioning strategy

Enhance ways and means to add value to the overall process of client relationship

management Re-look at existing communications plans by optimizing budgets with a

higher weightage on direct contact / on ground promotions rather than advertising per se.

Programme Methodology

An absolute case study approach with ‘live brands’ (from the latest to the recent to the

selected memorable ones)

Questions will be encouraged from participants to share their brands examples as part of the

learning process

A hardnosed industry oriented practical approach to brand strategy management – and

beyond (where marketing communications comes in)

A step-by-step process spread across 2 days to the entire marketing planning process – from

conceptual framework to understanding brand differentiation criteria to profiling the target

consumer from brief to campaign to execution to managing to monitoring to measuring and

then to other communications modules including PR/DM/Digital/Activation/Sales promotions



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Gain an insightful learning curve into the challenge of evolving an effective marketing plan that

ensures the success of a brand for that organization in today’s volatile situation

Programme Outcome

Get an in-depth understanding of the entire process of working on a brand plan/strategy that is

flexible, versatile and effective for the organization on a sustainable basis

Basis the above, work out internally the modus-operandi and strategic plan to ensure growth and

success in today’s market conditions

Ÿ Definition of target consumers

Ÿ Roadmap to a brand strategy – creative and

media briefs

Ÿ Understanding market and target segments

Ÿ Formulation of brand positioning

Ÿ India as a market

Ÿ Communication concepts formulation and

media mix

DRIVING ORGANIC SALES GROWTH

Ÿ Re-instilling confidence and credibility amongst existing clients

Ÿ Marketing tactics to increase existing revenue

Ÿ Evolving the right pitch on an ongoing basis with existing clients

Ÿ Enhancement of degree of key account management

PLANNING A 360 DEGREE PLAN

Ÿ Management and evaluation of a G-T-M

(go to market) plan

Ÿ Communication and media strategy

Ÿ Positioning strategy

Ÿ Adding other marcom elements to the plan

Ÿ Budgeting and tracking media budgets

OPTIMISING ON PROMOTIONAL BUDGETSINCLUDING ADVERTISING

Who Should Attend

Professionals

comprising senior

executives,

managers, senior

management

professionals,

entrepreneurs and

SEPs (self-employed

professionals) from

various domains

Entrepreneurs/

self-employed

professionals from

the SME sector to

particular wanting

to enhance their

marketing skills

Entrepreneurs

having start-ups &

wanting to learn

the essence of

marketing

operations that will

mitigate business

failure risk & help

achieving success

Professionals with

Non-Marketing

education

Background but

aspire to build/

switch their career

in Marketing

Industry

Marketing

Professionals who

want to enhance

their marketing

skills and learn

new technological

developments

Ÿ Media budgetary allocation re-visited

Ÿ Monitoring the media budget including modifying it as and when needed

Ÿ Evolving new ideas to engage both with B2B clients and B2C retail consumers

Ÿ Additional focus and weightage to B-T-L (below the line) communication

1 2 3 4 5

Programme Content

Faculty

Prof. Parveen has more than 32 years of rich experience in the service industry comprising

marketing communications, he has trained, led and mentored large teams in helping successfully

position and manage both large MNC as well as prominent Indian brands on a sustainable basis

in product parity markets.

He is also a widely known and respected practicing academician and corporate trainer of repute

in the media industry. Since the last two and a half decades - also conduct training programmes

in brand management for leading corporates and organizations/institutes on an ongoing basis. In

his last salaried assignment covering 3 years (until Feb, 2005).

Prof. Parveen has also built a very formidable reputation for himself as an adjunct faculty/ management trainer in

management academics circles.

Prof. Parveen was the marketing director of an Australian JV company as a Board level appointee looking after India

and South East Asia based out of Chennai. Since the last 13 years, Prof. Parveen runs an independent brand

consulting practice in the domains of business strategy, G-T-M strategies, brand development and planning and

marcom strategies for SME clients where he consults at the Board level.

Prof. Parveen Ahluwalia

Ms. Shilpa has over 20 years of marketing strategy, planning & budgeting, brand building, product

development and project management spanning across IT, FMCG, Training & Education sectors.

Her focus has been on new brand creation, marketing excellence, strategy development and

competitive assessment. Breadth of her experience includes launching 12 brands that won 6

awards.

She has managed franchise development from 5 schools to 30 schools across 4 brands in India

comprising of brand promotion, lead development & conversion programs.

Currently she is the National Sales Head with Times Internet Ltd (Digital arm of Times of India Group) where she leads

a team of 15 people and has given a growth of 58% YoY growth to her vertical.

Prior to joining Times Internet, she was Vice President with Shri Ram Group, had worked with Lakshmi Foods Ltd,

Asian Marketing Council, Air Hostess Academy, Rai University, Alcatel International, Aditya Infotech Pvt Ltd (Promoters

of CP Plus CCTV Cameras).

Ms. Shilpa Saxena

ESSENCE OF THE MARKETING FRAMEWORK

Venue: NEW DELHI INSTITUTE OF MANAGEMENT

th thDates: 7 & 8 November, 2019

City: New Delhi

60 & 50 (B&C), Behind Batra Hospital, Tughlakabad Institutional Area, New Delhi – 110062

Students: Rs. 3,999/-*

* 18% GST applicable

Corporate Delegates: Rs. 8,999/-*

Academicians: Rs. 4,999/-*

NDIM’s Alumni: Rs. 6,749/*

• Certification

• Programme Participation

• High Tea

• Networking Lunch

• 20% discount in case an organisation nominates 4 or more participants for the Programme

• 10% discount in case an organisation nominates 2 or more participants for the Programme

• If an individual has attended an EDP Workshop at NDIM in the last 12 months, they will be eligible for

a 20% discount

A/c No: 06291132000348

IFSC Code: ORBC0100629

Fee is payable in advance by following method:

Local cheque/DD in favour of “New Delhi Centre for Excellence & Global Leadership” payable at New Delhi

Direct electronic fund transfer-NEFT/Google Pay to NDIM Bank Account, as per following details: Oriential Bank of

Commerce Branch: Batra Hospital, New Delhi 110 062

A/c Type: Saving Account

*Please mention the Programme name while making the payment through electronic fund transfer.

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Programme Calendar & Fees INDIA CENTREFOR GLOBAL EXCELLENCE

Payment Process

Fee per participant

Fee Inclusions

Discounts

2019-20

TrainingCalender

April 2019

Critical, Innovative Thinking &

Problem Solving Approach 19th & 20th

June 2019

Social Media for Sales, Business &

Brand Development

Enhancing Managerial

Effectiveness

20th & 21th

27th & 28th

July 2019

Logistic & Supply Chain

Management

AI & IoT in Manufacturing and

Production

18th & 19th

25th & 26th

September 2019

Driving profitability of enterprises

through genuine strategic thinking

26th & 27th

August 2019

Finance For Non-Finance 22nd & 23rd


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December 2019

Future of Work: Megatrends and

Challenges

Train the Trainer

5th & 6th

12th & 13th

March 2020

Cyber-security- Protecting the Future

12th & 13th

Enhancing Managerial Effectiveness

Build, Manage, Lead: Peak Performing Teams

10th & 11th

January 2020

30th & 31st

February 2020

Critical, Innovative Thinking & Problem Solving Approach

Social Media Marketing

13th & 14th

27th & 28th

November 2019

7th & 8th

21st & 22nd

Decoding the Brand Strategy

framework in a Volatile Market

Online Reputation

Management

Notes: Dates are subject to changes

Get In Touch


Mr. Sat PrakashGeneral Manager

[email protected]

Ms. Prerna SachdevaProject Manager

+91-7982400212 [email protected]

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