A Cutting Edge, Separately Bookable

Programme With Over 40 International

And Regional Case Studies

Successful
Product Launching
And Brand Positioning
Strategies
The Critical Issues For ‘Getting It Right’
30 May - 4 June, 2009 • Arjaan Rotana Hotel, Dubai, UAE

Successful Product Launching Brand Positioning Strategies

30 May - 1 June, 2009 2 - 4 June, 2009

Course Director: Course Director:

Bryan Urbick, Director of Research Prashant Malaviya, Associate Professor of Marketing
Consumer Knowledge Centre, UK INSEAD, France

By attending Course One, you will be able to:
• Effectively examine the consumer market
• Develop insight into potential opportunity areas for
products and services
• Better expand and test new product/service ideas
• Develop and implement launch strategies and tactical
plans
• Build integrated communication briefs and strategies
• Evaluate and solve problems after launch
• Generate and implement an innovation strategy
By attending Course Two, you will be able to:
• Develop strong brands as a source of sustainable
competitive advantage
• Build a brand position and deliver on the brand
promise
• Give your brand a personality and character that
customers value
• Build customer relationships with well
positioned brands
• Develop a “Brand Culture” within your
organisation
• Brand on a shoe-string budget

Organised By Official Regional Recruitment Partner

www.iirme.com/product
Dear Brand Manager and Marketing Professional,
As you are well aware product launching and brand positioning are
some of the most intimidating challenges a marketer faces. Even the ‘big
players’ often fail – despite millions of dollars spent on research and
market testing.
Every successful launch and branding strategy is an integrated process
that involves many areas of your business and should include critical
internal as well as external marketing issues.
These two cutting edge courses will be delivered by renowned experts
from the world of Product Launching and Branding Strategies.
Bryan Urbick, Director of Research, Consumer Knowledge Centre, UK,
on Successful Product Launching and Prashant Malaviya, Associate
Professor of Marketing at INSEAD, France on Brand Positioning
Strategies.
Between them, these experts will cover 40 case studies referencing
blue chip companies throughout the world and you will undertake over
a dozen practical exercises in these highly interactive and exciting
training courses.
This two part course is unique. It will be one of the most exciting learning
experiences that you will ever attend – and you will leave with positive
and tangible results to take back to your company.
I look forward to personally welcoming you to IIR’s Successful Product
Launching and Brand Positioning Strategies – The Critical Issues
for ‘Getting It Right’ in May.
Best regards,
Keith Parker
Conference Manager
P.S. Attend all six days and SAVE up to US$ 1,400!
P.P.S. Including brand new case studies for 2009
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Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/product
Meet Your Programme Director For Successful
Product Launching: Bryan Urbick
Bryan is a frequent author and lecturer around the
world on the subjects of kids, product development,
innovation and the NPD process. He is one of the
founding directors of the Consumer Knowledge Centre
and serves as the CEO and Chairman. Prior to setting
up the business, Bryan worked in the food industry for
over 10 years, and prior to that in the banking/financial
services industry - both in marketing and product
development. He has been working with all ages and segments of consumers,
but is particularly known for his year of work with children, having conducted
research with kids in Europe, North America, Africa, Asia, the Middle East and
Central America.
For the last 16 years, he has been working to develop consumer research
methodologies that innovate the research process and improve product
success. Bryan and his colleagues at CKC were part of the team that won an
ARF David Olgilvy Award 2007 for innovative research leading to business
success, and personally was the 2004 winner of the prestigious Prosper
Riley-Smith Award (from the international Association of Qualitative Research)
for unique and innovative research with young children in the US on brand
characters.
As well as numerous articles in trade journals and magazines, Bryan is the
Managing Editor of Kids Food Trends, recently expanded to a 10-issues per
year newsletter published by BNP Media/Prepared Foods and he wrote the
book, About Kids: Foods and Beverages published by Leatherhead Press.
As an interesting aside, under the pen name of B Conley O’Ryan, he wrote the
successful and critically acclaimed children’s musical The Magic of Me which
enjoyed a national tour to primary schools in the UK, and the play I Love You
More produced in a London Fringe theatre.
Meet Your Programme Director For Brand
Positioning Strategies: Prashant Malaviya
Prashant Malaviya, Associate Professor of Marketing,
joined INSEAD (The European Institute of Business
Administration) in 1999. Prior to that he was Assistant
and Associate Professor of Marketing at the University
of Illinois in Chicago. He obtained his PhD in Marketing
from the Kellogg School of Management, Northwestern
University, MBA (with honours) from the University of
Delhi, India, and an engineering degree (with honours)
from the Institute of Technology, Varanasi, India. Before entering the world of
academia, Professor Malaviya worked as a systems analyst for Nestle and Tata
Engineering in India.
Professor Malaviya regularly carries out research on customer psychology and
consumer behaviour. His findings have appeared in leading marketing journals,
including the Journal of Marketing, Journal of Marketing Research, Journal
of Consumer Behavior, Journal of Consumer Psychology, Psychology and
Marketing, and Marketing Letters. He applies insights from consumer research
to better understand how marketing actions, (such as brand positioning,
marketing communication, product design and also customer service),
influence consumer judgments and choices, and customer satisfaction and
relationships.
Professor Malaviya’s teaching reflects his research focus on customer
analysis. He has taught seminars on marketing strategy, branding and brand
management, marketing of services, advertising, and consumer behaviour,
at Executive, MBA, Doctoral and Undergraduate levels. The executive
programmes he has been involved with include both company specific
programmes (for professional consulting, telecom, insurance, pharmaceutical
and consumer goods companies), and open-enrolment programmes. Professor
Malaviya has served as a consultant for various companies in the US, Europe,
and Asia.Forthcom
Successful Product Launching 30 May - 1 June, 2009

Course registration will be at 08.00 with a prompt start at 08.30 on each day of the course. Refreshment breaks will be at appropriate times and lunch will
follow at the close of each day at 14.30.
Course Overview
The Critical Issues: Getting It Right
During the three days of the Product Launching section of the programme, you will examine the three key elements to launching successful products and
services: Doing Your Homework (Analysis); Building The Roadmap (Planning); and Making It Happen (Implementation). Using a mix of lectures; case studies
from around the world and practical exercises, this course will not only be highly informative and actionable, but also engaging and enjoyable.

Benefits Of Attending:
Doing Your Homework is critical to any successful launch. The market and consumer must be understood, and the opportunity must be developed – and
from this – the idea should be executed. Often companies confuse the idea and the opportunity, and then if the idea doesn’t meet expectations, the
opportunity is abandoned. Successful companies focus on the opportunity and build strategies to exploit them. Day One will focus on the ways to do just that.

Building The Roadmap (Plan) is the second step – and equally important in the launch process. By building a proper strategy and from that – developing the
tactics – a holistic and successful launch is more likely. It is easy to mix-up strategy and tactics, and Day Two will provide tools and techniques to build both a
solid launch strategy and an integrated tactical plan.

Making It Happen may seem to be the third and final step to a successful product launch, but is it? Launching successful products and services is just the
beginning. Successful companies look beyond the product and work on innovation often even prior to the launch. Day Three will provide tools and techniques
for launch communication strategies, but also work through ideas of how to turn a problem launch into a success. Also, specific ways to consider the future
and an innovation strategy will be discussed and practical exercises completed.

• Feasibility studies – how to manage them so they don’t manage you!

Day One Saturday, 30 May 2009 New Case Study: Etisalat
Doing Your Homework (Analysis): Understanding Markets And
Consumers Exploring The Market Case Studies: Wal-Mart and Tesco Supermarkets, plus examples from several
other companies/industries, including Almarai, Al Islami (formerly Co-Op
The Broad Overview Islami), Nestle, Cadburys and Nivea
• ‘Birds eye’ views – why they are beneficial and what you can do with
them Creative Exercise: During this highly interactive session you will experience
• Trend analyses – macro trends first hand some of the tools and techniques discussed to enable you to carry
• Competitive set models out similer approaches in your own company
• Determining a rough ‘volume of opportunity’
• Build target consumer hypotheses and test them out
Daysimilar
Twoapproaches in your own company.
Sunday, 31 May 2009
Case Study: Middle Eastern Dietary Issues And How These Affect
Consumer Food And Beverage Choice Review of Day One, with participant presentation of exercises
Building The Roadmap: How To Plan For Launch Success
Examining The Consumer: Up Close And Personal
• Primary vs secondary research – overview, benefits and drawbacks of each Case Study: All About Kids: A Global View (looking in-depth at a consumer
and how to best use both segment)
• Qualitative vs quantitative research – overview, benefits and drawbacks of
each and how to best use both Strategy Vs Tactics
• Traditional vs non-traditional methods – comparing and contrasting • The difference between strategy and tactics
methods and techniques • Building a strategy statement combining the elements learned in Day One
• Projective vs elicitation techniques – comparing and contrasting methods
and techniques Creative Exercise: You will develop and present strategic statements based
• Building insight statements/understanding of truths on some product/service ideas generated on Day One
New Case Study: HSBC Amanah
Building And Testing A Strategic Plan
Creative Exercise: Applying the tools and principles from the previous • The key elements of a strategic plan
sections, you will work through a practical exercise as follows: Choose a • How to present it to get buy-in from all those involved – determining the
consumer segment, determine its wants and needs, build a consumer profile key stakeholders
and create an idea for a product/service to meet those specific needs/wants. • Understanding the organisation and culture
• Linking strategies to ‘vision’ and ‘mission’ - the importance of marketing
Opportunity Spotting – Tools And Techniques and strategic marketing
• Link findings/learnings from market understanding and consumer research • Tools and techniques for developing a strategic plan and allocation of
• Building insight based platforms resources
• Building cross-functional teams
• Idea generation and building ‘The Big Idea’ Case Examples: Ikea, Wal-Mart and Masafi
• Determine winning ideas/products (executions)
New Case Study: Jumeirah

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/product

 • Build upon strengths and exploit them
Creative Exercise: Applying the tools and principles from the previous • Re-analysis of market view, consumer insight, insight platforms, strategic
section, you will work through a practical exercise to generate a strategic and tactical plans
plan. The key elements will be presented to the larger group
Case Studies: easyJet and Virgin Atlantic
Building And Testing The Tactical Plan
• Understanding several different tactical approaches New case study: Carrefour
• The key elements of a tactical plan
• How to use marketing in the tactical plan When Something Goes Wrong
• Tools and techniques for developing a tactical plan from the strategic plan • Setting up appropriate measures to enhance awareness of problems/
potential problems as they occur
Case Study: Marriott Hotels
• Determining the cause of the problem
• Developing a problem resolution strategy
Creative Exercise: Applying the tools and principles from the previous
• Testing the problem resolution strategy
sections, you will work in small groups to develop a basic tactical plan from
• Implementing the problem resolution strategy
their strategic plan. The key elements will be presented to the larger group

Case Studies: Sunny Delight (P&G), NatWest Bank, Kraft Foods and Kelloggs
Day Three Monday, 1 June 2009 India
Review of Day Two, with participant presentations of exercises
Creative Exercise: Applying the tools and principles from the previous
Making It Happen: Implementing Your Plan sections, you will work in small groups and will analyse and develop a
problem resolution strategy. The key elements will be presented to the
Communicating The Launch larger group
• Writing a good communications brief
• Developing a comprehensive communication strategy Looking Beyond The Launch: Where To Go From There?
• Testing the communication • Determining new needs/wants generated from product/service acceptance
• Path vs destination – development of an innovation strategy
Case Studies: Heinz, McCain, Kellogg’s and Pampers Kandoo • Looking forward – some tools and techniques for future planning

Creative Exercise: Applying the tools and principles from the previous Case Studies: Calvin Klein Fragrances and Dove Soap (Unilever) Creative
sections, you will work in small groups to develop a basic communications Exercise: Applying the tools and principles from the previous section, you
brief and strategy. The key elements will be presented to the larger group will work in small groups to carry out a ‘future planning’ exercise. The key
elements will be presented to the larger group
‘Going With The Flow’: Leading And Following The Market
• Understanding market dynamics
PLUS: Additional Case Studies to include TELECOM and PROPERTY
• Follow product success and failures
Review And Close of Successful Product Launching
• How to learn from mistakes and fix them

Brand Positioning Strategies 2 - 4 June, 2009

Course Overview
Brands have become increasingly important in a global, hyper-competitive business environment. Brands are critical for a firm’s success in mature markets and
strong brands also enable a firm to place itself in a leadership position in new, emerging markets.

Building strong brands that provide long-term competitive advantage involves many actions. These actions include: Developing a brand’s positioning, a brand
character, a brand identity (name, logo, visual and other aesthetic symbols for the brand) and a brand culture that directs the behaviour of the brand’s custodians
so that they can consistently deliver the brand’s promise to customers. With this view therefore branding is a philosophy – a culture – whose one and only
objective is to deliver a clear promise to customers.
Benefits Of Attending:
This course is designed to provide you with a thorough understanding of how to develop a brand’s positioning, give the brand a unique character that
customers would value and build a branding culture within your organisation.

Benefits Of Attending For You:

• Understand the value of brands and brand positioning
• Learn a framework for developing and managing brand positioning
• Learn how to sustain the competitive advantage of brands

For Your Company:

• Gain a powerful source of competitive advantage
• Obtain greater power in the supply and demand chain
• Build customer loyalty and impact the bottom line by developing a ‘brand culture’ in your organisation

Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/product

Brand Positioning Strategies
Course Timings: Registration will be at 8.00 on Day One and each day will commence promptly at 8.30 and conclude at 14.30 with lunch. There will be two
breaks at appropriate times.
Day One Tuesday, 2 June 2009
Creating Value For Your Organisation And Customers
Q: Why Do We “Position” Brands?
A: To Create Value For The Firm…
• Value of brands
• Brand value vs brand equity
• Understanding the role of stakeholders in brand strategy
• A framework for diagnosing the strengths and weaknesses of a brand
Case Studies: Intel, Apple, Nike
Q: How Do We “Position” Brands?
A: By Creating Value For Customers
• Understanding customer needs and wants
• Understanding brands from the customer’s perspective
• Positioning tells the firm what value is being created for the customers
• A framework for understanding the process of value creation
Case Studies: Virgin Atlantic Airways, FirstDirect Bank
Creative Exercise: Group exercise to understand and apply the Value
Innovation Framework
Q: What Does It Mean To “Position” Brands?
A: To Manage Consumer Perceptions
• Understand the role of people, processes and physical evidence in service
marketing
• Creating and managing customer perceptions
• Creating a brand image in the mind of the customer
• Positioning: battle for the customer’s mind
Case Studies: Black & Decker, Skoda Auto
Day Two Wednesday, 3 June 2009
A Framework Of Brand Positioning: The Three Ds of Positioning
Fundamentals Of Brand Positioning
• Defining, differentiating, and deepening the brand positioning
• Communication of brand positioning
• Building brand awareness, brand recall and brand recognition
• A framework for brand positioning: the positioning triangle
Case Studies: 7Up, Duracell and Energizer, Intel, Bic, Bugles, Hardiplank
Implementing The Brand Positioning: New Brand Launch
• Positioning strategies for market leaders and market followers
• Developing a new brand from ‘scratch’
• Developing a new brand in a new category
• Developing a brand positioning statement
Case Study: TiVo, Palm Pilot, Frito Lay
Tel: 971-4-3352437 • Fax: 971-4-3352438 • Email: register@iirme.com • Web: www.iirme.com/product
2 - 4 June, 2009
Creative Exercise: Individual exercise in writing a polished positioning
statement
The Importance Of Emotions In Positioning
• From functional to emotional consumer benefits
• Emotional positioning fundamentals
• How and what emotions to build in brand positioning
• Understanding the laddering process
• Evolution of positioning over time and with competitive changes
Case Studies: L’Oreal, Digital Angel, Volvo, Campbell’s Soup
Creative Exercise: Applying the laddering process to discover emotional
aspects of positioning
Day Three Thursday, 4 June 2009
Delivering The Brand Position: The Need For A “Brand Culture”
How Brand Positioning Helps Develop Strong Customer Relationships
• Understanding the relationship between brand positioning and customer
relationship
• Understanding how customer satisfaction leads to loyalty and strong
relationships
• How to manage the brand positioning and customer relationships
• A framework for mapping brand positioning to customer relationships
Case Studies: Tesco, Standard Chartered Bank, T-Mobile
Consistently Delivering The ‘Brand’ Promise
• Customer and market orientation
• Developing and living a “brand culture”
• Managing and organising different functional areas to deliver the brand
promise
• Role of marketing in coordinating the delivery of the brand promise
• A framework for understanding marketing and customer orientation
Case Studies: Capital, Formule1 Hotels, Singapore Airlines
Creative Exercise: Applying the ‘Marketing Orientation Framework’ to your
business
Actions That Damage And Dilute A Brand’s Positioning
• Understanding and managing potential threats to a brand’s positioning
• Internal threats to brands
• Brand extensions
• External threats to brands – technological, competitive, consumer trends
• Private label (own store) brands and brand positioning
Case Studies: Kodak, Huggies, Private Label brands
Review And Close Of Brand Positioning Strategies Course
 Successful Product Launching And
Brand Positioning Strategies
30 May - 4 June, 2009 • Arjaan Rotana Hotel, Dubai, UAE

FIVE EASY WAYS TO REGISTER

www.iirme.com/product

For further information and Group Discounts*

contact 971-4-3352483 or email: r.devnani@iirme.com
* Group discounts are only applicable on the full event price BC3023
Yes, I want to register for:

Event Dates Price before Price between 22 March Price after

22 March 2009 and 12 April 2009 12 April 2009
Successful Product Launching 30 May - 1 June 2009 US$ 2,595 US$ 2,795 US$ 2,895
(Save US$ 300) (Save US$ 100)
Brand Positioning Strategies 2 - 4 June 2009 US$ 2,595 US$ 2,795 US$ 2,895
(Save US$ 300) (Save US$ 100)
Entire Event US$ 4,390 US$ 4,690 US$ 4,890
30 May - 4 June 2009 (Save US$ 1,400) (Save US$ 1,100) (Save US$ 900)

If you have eight or more delegates who need this training, contact IIR In-House on 971-4-3352439 or inhouse@iirme.com
Course fees include documentation, luncheon and refreshments, Interested in running this course in-house?
Delegates who attend all sessions will receive a Certificate of Attendance. Please call the Customised Training Solutions Team 971-4-3352439 or CTS@iirme.com

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