marketing training document intl
DESCRIPTION
International Brand Marketing TrainingTRANSCRIPT
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Marketing Training Proposal
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Table of Contents
• Project Overview: Scope & Objectives 3
• EAI Process for Building Great Brands 4–12
• Marketing Workshops Overview: Learning Objectives 13–21
• Sample Curriculum: Marketing Excellence Fundamentals 22–24
• Customization Approach 25–31
• Past Ennis Associates Training Clients 32–33
• Ennis Associates International Experience 34–36
• Ennis Associates Contact Information 37–38
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Proposal Overview
• Delivering profitable growth is essential to your Company’s
continued success. Building highly skilled marketing capabilities
will ensure this goal is achieved.
Project Scope
• Comprehensive training program customized to your Company
• Focus on Marketing Core Competencies to drive growth
Project Objectives
• Create Core Marketing Competency workshops tailored to the specific
needs of your Company’s marketing teams
• Present training that embeds your “Company Way”
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IntroductionEAI – Process For Building Great Brands
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Ennis Associates, Inc. Overview
• Founded in 1975, firm specializes in developing / presenting marketing
workshops to Consumer Packaged Goods industry
• Consultant on core marketing competency topics
• Outstanding reputation as experienced / knowledgeable Brand Marketing training
organization
• Broad spectrum of CPG clients – Many with Global operations
• 600 workshops attended by over 9,000 marketers during past 20 years
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EAI Values
Mission
• To provide global best practices marketing training complimenting our
client Company’s marketing philosophy.
Vision
• To be respected throughout the world as the standard of excellence in
professional marketing training.
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EAI – 4 Prime Directives of a Brand Marketer
• Build Long-Term Brand Equity
• Deliver Agreed to Financial Results
• Achieve Sustainable Competitive Market Position
• Build Relationships / Partnerships Across Organization
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EAI – 10 Steps To Building Great Brands
1. Complete a robust Category and Brand Analysis;
2. Achieve Profound Understanding of the Brand’s Prime Target Consumer;
3. Discover a compelling Consumer Insight to guide all strategic business decisions;
4. Understand the true Growth Drivers for generating consistent business results;
5. Develop a focused Brand Strategy that exploits company core competencies;
6. Create a differentiated Brand Architecture / Positioning Statement;
7. Ensure consumer communication is consistent with Brand’s Equity/Strategy;
8. Develop customer plans that build the category and support the Brand’s Equity;
9. Create Integrated Execution Plans that connect with the Prime Target Consumer;
10. Achieve Financial Success by consistently delivering Goals.
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EAI Process For Building Great Brands
• Our methodology of applying a disciplined process for Building
Great Brands is based on a sound Market Strategy & Planning
Framework which generates results.
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EAI – Market Strategy & Planning Framework
Feedback and Improvement
Consumer Plan
Vision Statement
StrategicImperatives
Long Term Brand Growth
Drivers
ConsumerStrategicPlatform
Brand Equity Statement
Business Objective
MarketingObjectives
Marketing Strategies
AnnualObjectives
& Strategies
Integrated Marketing
MixElements:
- Product- Brand- Pricing- Communication- Consumer
Promotion- Retail Channels
IntegratedConsumer
ExecutionalPlan
Consumer Penetration & Consumption Trends
Growth Drivers
Category Sales & Share Trends
Key Competitors
CategorySituation Analysis
Trade Channel Trends
Segment Sales & Share Trends
Strategic SWOT
Annual Activity Calendar
Evaluation of Key Market Measures
Implementation
Sales & Marketing Coordinated
Execution
Formal ReviewsFinancial
Health
Brand Strategic Framework
Short-Term Brand Growth
Drivers
Strategic SWOT
Consumer Segments Served
Short-Term Brand Growth
Drivers
Strategic SWOT
Target Consumer
Understanding
Consumer Segments Served
Short-Term Brand Growth
Drivers
Strategic SWOT
Consumer & Shopper Insights
Target Consumer
Understanding
Consumer Segments Served
Short-Term Brand Growth
Drivers
Strategic SWOT
BrandSituationAnalysis
Consumer & Shopper Insights
Target Consumer
Understanding
Consumer Segments Served
Short-Term Brand Growth
Drivers
Strategic SWOT
Short-Term Brand Growth
Drivers
Strategic SWOT
Consumer Segments Served
Short-Term Brand Growth
Drivers
Strategic SWOT
Target Consumer
Understanding
Consumer Segments Served
Short-Term Brand Growth
Drivers
Strategic SWOT
Consumer & Shopper Insights
Target Consumer
Understanding
Consumer Segments Served
Short-Term Brand Growth
Drivers
Strategic SWOT
Consumer & Shopper Insights
Target Consumer
Understanding
Consumer Segments Served
Consumer & Shopper Insights
Target Consumer
Understanding
Strategic SWOT
Consumer Segments Served
Consumer & Shopper Insights
Target Consumer
Understanding
Short-Term Brand Growth
Drivers
Strategic SWOT
Consumer Segments Served
Consumer & Shopper Insights
Target Consumer
Understanding
Short-Term Brand Growth
Drivers
Strategic SWOT
Consumer Segments Served
Consumer & Shopper Insights
Target Consumer
Understanding
Business Objective
MarketingObjectives
Marketing Strategies
AnnualObjectives
& Strategies
Financial Health
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EAI Competitive Advantage – Client Feedback
• Achieves a common language & set of disciplines that participants
apply in real world situations;
• Clear communication skills deliver deeper understanding of core
marketing concepts;
• Presentation style effectively drives profound thinking & stimulates
breakthrough action;
• Focus on marketing tools / processes that drive key insights into
building brands long-term.
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Project Leader / Senior Facilitator: Tim Ennis
• President, Ennis Associates, Inc.
• Background: Sales & Marketing (Coca-Cola) – 7 years
Marketing / New Products (Nabisco & Becton Dickinson) – 11 years
Marketing Training / Consulting – 13 years
• Focus on strengthening core competencies of marketers & functional
teams
• Areas of Expertise: Brand Equity / Strategy Development Consumer Insights Identification Marketing Mix Core Competencies: (Advertising, Integrated Marketing, Promotion, New
Products, Strategic Annual Planning)
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Marketing Workshops OverviewLearning Objectives & Key Topics / Activities
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Workshops Offered By Ennis Associates
• Marketing Excellence Fundamentals: Overview & Understanding
• Brand Equity: Management & Positioning
• Market Strategy & Planning: Annual Business Plans
• Creative Strategy & Execution: “Breakthrough” Communication
• Promotion Development: Integrated Promotion Planning
• Consumer Understanding: Market Research & Consumer Insights
• Innovation: New Product Ideation & Concept Development
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Marketing Excellence Fundamentals Overview & Understanding
Learning Objectives
• Appreciate importance of “Brand” and Brand Equity;
• Achieve a deeper understanding of the Market Strategy & Planning Framework;
• Understand true business Growth Drivers & identify the Brand’s Critical
Success Factors;
• Learn the differences: Objectives – Strategies – Tactics.
Key Topics Covered
• Category & Brand Situation Analysis (Business Drivers, SWOT’s)
• Consumer Understanding (Segmentation, Consumer Portrait, Insights Process Steps)
• Consumer Strategic Platform (Brand Positioning & Strategy)
• Annual Brand Planning (Flow, Process Steps)
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Brand Equity Management & Positioning
Learning Objectives
• Understand importance of Brand Equity to the Company’s competitive strength
and profitability;
• Develop differentiated Brand Architecture & Positioning Statements to focus the
brands competitive premise;
• Take responsibility for building brands (All aspects of marketing mix).
Key Topics
• Brand Equity (Consumer Meaning, Importance of the Brand Essence)
• Brand Architecture Template (Key Elements, Development Process)
• Brand Positioning (Role to the Brand, Development Process)
• Brand Equity Communication (Execution Through the Marketing Mix)
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Market Strategy & Planning Annual Business Plans
Learning Objectives
• Become expert at identifying true growth drivers for Category / Brand;
• Increase proficiency at articulating Critical Success Factors to create a clear
roadmap for building the Brands strategy;
• Enhance skills in identifying focused Marketing Strategies to guide annual
tactical planning activities;
• Develop fully integrated Executional Plans that are customer focused.
Key Topics
• 3 Distinct Planning Stages (Situation Analysis, Objectives/Strategies, Execution Plan)
• Key Business Planning Tools (Strategic SWOT, Short-Term Growth Drivers)
• Strategic Platform (Business & Marketing Objectives, Strategies, Scorecard)
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Creative Strategy & Execution “Breakthrough Communication”
Learning Objectives
• Improve advertising leadership ability leading to brand building & strong
agency partnerships;
• Cultivate effective skills in developing Creative Briefs using the Company’s
template insightfully;
• Become proficient at identifying the Creative “Big Idea”;
• Develop skills in evaluating agency Communication submissions.
Key Topics
• Key Thrust of Great Advertising / Communication (Disrupt, Engage, Convince)
• Creative Brief Development (Guiding Principles, Step-by-Step How to Prepare)
• Evaluating Submissions (Strategic “Big Idea”, 5 Step Evaluation Process)
• Agency Management (Communicating with Both Account & Creative Team)
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Promotion Development Integrated Promotion Planning
Learning Objectives
• Appreciate how Promotion impacts the long-term health of the Brand;
• Become skilled in all key elements of the Promotion Planning process;
• Appreciate the range of tools, online and off-line, for strategically reaching the
prime target consumer;
• Be proficient at creating fully integrated communication plans with Sales.
Key Topics Covered
• Consumer Behavior Changes to Influence (Source of Annual Volume)
• Promotion Objectives (4 Categories of Promotion Objectives)
• Promotion Strategies (Identify Target Audience & Desired Action you seek from them)
• Integrated Promotion (Consumer & Shopper Marketing, Category Management)
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Consumer Understanding Market Research & Consumer Insights
Learning Objectives
• Appreciate how to identify & fill knowledge “Gaps” about consumer / customer
needs;
• Create effective Research Briefs with clear Action Standards;
• Develop skills in using the 6-Step Insights Process;
• Understand the primary research methodology options and when to use each.
Key Topics Covered
• Market Research Process (Key Steps & Strategy Identification)
• Consumer Insights Process (Conducting an Insights Session with 6-Step Process)
• Research Brief (Component Parts and How to Prepare)
• Research Agency Management (Communicating with Marketing Research Agencies)
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Innovation New Product (NPD) Ideation & Concept Development
Learning Objectives
• Apply Insights & Breakthrough thinking in managing New Product / Line
Extension Projects;
• Develop skills in applying the 5-Step New Product Development (NPD) Stage-
Gate Process;
• Understand 5-Step Process for generating “Breakthrough” NPD Ideas;
• Gain expertise in Concept Development & Product Testing.
Key Topics Covered
• 3 Cornerstones of NPD Success (Focused Strategy, Structured Process, Resources)
• Drivers of Project Momentum (Role of the Project Champion & Executive Sponsor)
• Cross-Functional Collaboration (Leverage Company Capabilities & Resources)
• Marketing Concept Board (Component Parts & How to Develop)
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Sample CurriculumMarketing Excellence Fundamentals Overview & Understanding
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Marketing Excellence Fundamentals - Sample Curriculum
• Brand Equity Definition: Cause-Effect Chain Model
• Brand Scorecard – Tool
• Market Strategy & Planning Framework:
Category Understanding: Category Drivers
Target & Brand Understanding: Short-Term Growth Drivers Strategic SWOT Analysis Consumer Segmentation Consumer Portrait
• Consumer Insights Process: 6 key steps to identifying an Insight
• Consumer Strategic Platform: Vision Statement – Brand Strategic Imperatives Long-Term Brand Growth Drivers
• Brand Architecture:
Attributes, Product Benefits, Emotional
Benefits, Driving Beliefs, Personality, Brand
Essence
• Positioning:
Role & Importance to the Brand
Marketers definition and consumers
definition of Positioning
• Positioning Statement Format
• Positioning Statement Details:
Focusing your Target Audience
Selecting your Frame-of-Reference
Defining your Leverageable Point-of-
Difference
Choosing your Consumer End Benefit
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Marketing Excellence Fundamentals - Sample Curriculum
• Market Research – Key Principles: Effectively using Market Research Identifying Knowledge “Gaps”
• Advertising – Generating “Breakthrough”: Advertising Strategy & Creative Brief 5 step Creative Evaluation process Building Agency Partnerships Advertising Testing
• Media Planning: Role of Media in the Communication
Process Targeting – The Consumer Portrait Media Brief
• Packaging Development Process: The Strategic Role of Packaging Packaging and Building Brand Equity Packaging Brief
• Promotion Planning Process:
4 Categories of Promotion Objectives
Targeted Promotion Strategies: Target Audience, Desired Actions,
Timeframe
Promotion Brief
• Objectives & Strategies:
Business Objectives
Marketing Objectives
Marketing Strategies
• Integrated Consumer Executional Plan:
Identifying the Best Mix of Tactics
• Annual Brand Planning Process:
3 Distinct Stages of Planning
Annual Brand Plan Template
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Customization ApproachSeamless Integration With Company Philosophies
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Key Advantages
• Internal interviews are used to develop curriculums that addresses marketing training
needs important to your Company
• Workshop curriculums are reviewed with management to ensure they meet all Project
Objectives
• Company advertising, promotions, media and case histories are integrated into each
workshop
• Confidential planning issues can be discussed in class
• Workshop facilitators are available to review individual marketing problems by brand
and/or product categories
• Ennis Associates utilizes a 4 Phase approach to building a customized program to
address your specific needs
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4 Phase Customization Approach
• Phase 1
Data Gathering, Analysis & Recommendation Process
• Phase 2
Create Customized Development Programs - Training Manual &
Materials
• Phase 3
Delivery of Workshops - Core Competency Marketing Training
• Phase 4
Training Evaluation & Updating
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Phase 1: Data Gathering, Analysis & Recommendation
• Initiate extensive data collection process. Executional approach:
Meet key managers to identify development needs of the marketing team;
Document gathering to identify current practices & terminology;
Comprehensive training curriculum developed, submit for management review &
approval.
Key Deliverable
• Comprehensive workshop outlines, tailored to organization needs
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Phase 2: Create Customized Development Programs
• Executional approach:
Develop training materials including manuals, presentations, case studies, and
process & models templates;
Revise materials as needed, gain final leadership approval.
Key Deliverable
• Workshop Presentation / Process Models / Templates
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Phase 3: Delivery of Workshops
• Executional approach:
Present training workshops with key members of the organization;
Conduct program evaluation to ensure key learning’s embedded within
organization.
Key Deliverable
• Completion of initial training for all marketing personnel and related functional
teams
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Phase 4: Training Evaluation & Updating
• Executional approach:
Review key learning’s obtained during workshops;
Modify program if needed to better deliver objectives;
Gain management approval, prepare program materials for execution during the
next fiscal year.
Key Deliverable
• Fully updated training workshops
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Past Ennis Associates Training Clients
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Past Ennis Associates Clients
• Abbott Laboratories
• Allied Domecq
• Bayer Corporation
• BIC Corporation
• Bristol-Myers Squibb
• Constellation Wine
• Church & Dwight
• CIBA Vision
• Coca-Cola
• Dial Corporation
• E & J Gallo
• Energizer
• Fisher-Price
• Georgia Pacific
• Gerber Products
• J. Wray & Nephew
• Kellogg’s Company
• Mars Advertising
• McCormick & Co.
• Mead Johnson
• Merial Ltd.
• Nabisco Foods
• Nestle USA
• Reckitt Benckiser
• Sara Lee Corporation
• United Pet Group
• Vivendi Universal
• Warner Brothers
• William Grant & Sons
• Wyeth
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International Training WorkshopsIntegrating Global Best Practices With Local Country Needs
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Extensive International Experience
• Ennis Associates’ seminars & workshops have been conducted in over 40
countries
• Emphasis on accommodating national cultures, traditions and marketing
practices in communicating Global Best Practices
• In all cases, marketing examples of a given nationality are incorporated in
the presentation where available
• High comfort level with local translation services in all countries
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Extensive International Experience
• Tim Ennis has personally conducted seminars and workshops in the following
countries:
England
France
Germany
Guatemala
Hong Kong
Indonesia
Italy
Jamaica
Japan
Malaysia
Mexico
New Zeeland
Philippines
Singapore
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Argentina
Australia
Bahrain
Canada
Chile
China
Ecuador
South Africa
Spain
Sri Lanka
Taiwan
Thailand
United Arab
Emirates
Venezuela
Vietnam
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Ennis Associates Contact Information
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To Contact Ennis Associates
For more information you can contact Ennis Associates as follows:
• Our phone number is 800-914-4194 (586-552-4617)
• Our email address is [email protected]
• Our website address is www.ennisassociatesinc.com
• Our fax number is 800-914-4594 (586-552-4619)
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