DEVELOPING

WINNING STRATEGIES
TO GROW
SALES & PROFITS
Special Management Program with Prof. Dr. Malcolm McDonald
09 February 2015
Karachi Marriott Hotel

11 February 2015
Pearl Continental Hotel, Lahore

12 February 2015
Islamabad Marriott Hotel

Timings: 9 am to 5 pm

#1

WorldEsGIC
TRAT

RU
U
ST
G
G
IN
T
E
K
!
R
N
MA
O
S
R
PE

N
I
E
V
I
L

PROF. DR. MALCOLM H. B. MCDONALD

MA(Oxon) MSc PhD DLitt DSc

Professor of Marketing - Cranfield University [UK]

Author of 48 books including the Best Seller "Marketing Plans
UK Customer Experience Lifetime Achievement Award [2013]
UKs Top Ten Business Consultants - The Times [2006]
Cited one of Worlds Top 07 Thinkers - Marketing Business [2002]
Former Chairman - Brand Finance Plc [UK]
Honorary Professor - Warwick Business School [UK]
Visiting Professor - Henley, Aston and Bradford Business Schools
"Your talk in Sri Lanka, which went down
exceedingly well, was regarded as being
far better than Philip Kotler"
Chris Daley - Director, Chartered Institute of Marketing, UK
www.terrabizgroup.com

Strategic Partner

Media Partner

I will always remember

Prof. Dr. Malcolm McDonald.
His inspiring lectures taught
marketing from a practical,
actionable business perspective

DEVELOPING
WINNING STRATEGIES
TO GROW
SALES & PROFITS

UK Government's Financier-in-Chief

Special Management Program with

Prof. Dr. Malcolm McDonald

5 Key Management Lessons for Success

This Masterclass will include:

1. Introductory comments, that will include the pointlessness of P&L statements in the absence of market-based
information; the wide range of B2B relationships and their impact on profitability; marketing and factors
for success; the contents of value propositions
2. Ten Questions that will include market definition; sophisticated needs-based market segmentation; defining
differential advantage; setting profit-maximising marketing objectives and strategies; assessing quantitatively
strategy risk
3. Calculating whether the strategy creates or destroys shareholder value; measuring the effectiveness of
marketing expenditure with the right marketing metrics
4. All the topics will be illustrated with real life examples from companies such as 3M, GE, P&G, Tetrapak and
the like
5. Appendix containing post-conference exercises for delegates.

OBJECTIVES

This Master class is very much about providing delegates with a real world tool kit to grow sales
and profits.
To understand..
To provide..
..the purpose of strategic marketing and its role in corporate
strategy
..the limitations of traditional accounting methods (e.g.
P&L and Balance Sheets)
..how to prepare quantified value propositions
..how to understand customer needs better
..how to prioritise marketing objectives and strategies
..the importance of shareholder value
..where risk fits in
..the linkage between marketing, operations and finance
in delivering shareholder value

..a simple but powerful model to put theory into practice

..a matrix to identify long-term value creation action
..a call to action

To show how to..

..develop a winning market strategy

..answer ten crucial questions senior executives are asking
about marketing effectiveness
..prove whether marketing strategies are creating or
destroying shareholder value

WHO SHOULD ATTEND

This outstanding training workshop is a MUST ATTEND for sales and marketing teams, management and company CEOs
who want to get the best from their team. The audience might also include:

CEOs
General Managers
Business Heads
Marketing Directors
Marketing Managers & Consultants
Corporate Communications Managers
Advertising Managers
PR Executives, PR Managers & PR Consultants
SME Business Development Managers
Entrepreneurs

Group Product/Brand Managers

Product Managers and their immediate teams
Brand Managers and their immediate teams
Sales Directors
Sales Managers
Budgeting & Planning Managers
Key Account Managers
Financial Directors & Financial Managers
who wish to strengthen their contribution
in marketing planning.

Cited as one of the worlds top thinkers who have shaped

the landscape of marketing along with Peter Drucker,
Theodore Levitt, Michael Porter, Phillip Kottler,
Regis McKenna and Don Tapscott.
Source: Marketing Business

ABOUT

COURSE DIRECTOR
P R O F.

D R .

M A L C O L M

H .

B .

M C D O N A L D

Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special
responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from
Bradford University Management Centre, and has a PhD from Cranfield University. He also has a Doctorate from Bradford University
and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years
as Marketing and Sales Director of Canada Dry where he managed a sales team of more than 250 people. Until the end of 2012, he
spent seven years as Chairman of Brand Finance plc.
Listed as one of UKs Top Ten Business Consultants by The Times
He spends much of his time working with the operating boards of the worlds biggest multinational companies, such as IBM, Xerox,
BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.
He has written 48 books, including the best seller "Marketing Plans; How to prepare them; How to use them", which has sold
over half a million copies worldwide. His latest book Marketing and Finance: Creating Shareholder Value published by Wiley,
has been endorsed by Chartered Institute of Management Accontants (CIMA) and Chartered Institute of Marketing (CIM).

First Marketing Professor in the world to have created an application for iPhone
Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing
expenditure and global best practice key account management. He is Professor at Cranfield and a Visiting Professor at Henley,
Warwick, Aston and Bradford Business Schools.

Some of the Bestsellers by Prof. Malcolm McDonald

In my entire life, I have never known a company going bankrupt because of
poor products. They fail because of lack of customers. 80% of all corporate value
resides in intangible assets, which dont appear on balance sheets, yet it is these
assets, principally customer relationships, which create customer value

Prof. Malcolm McDonald

PRESENTATION SUMMARY
In full-day session with Prof. Dr. Malcolm McDonald, you can expect a
dynamic, interactive, high-content program based on years of objective
research around the globe while working alongside some of the worlds
biggest organizations by the Worlds Greatest Strategic Marketing Planning
Expert that will energize and equip you and your sales, marketing and
management professionals to succeed in todays ever-changing and
increasingly complicated marketplace.
0900-1000

Introduction and Preliminary Comments

The impact of price on profits
The limited value of Profit and Loss Statements and
Balance Sheets
Why a digital strategy is impossible without a robust
marketing strategy
The challenges facing organisations today and how
excellent companies deal with them

1000-1030

Tea Break

1030-1100

The Role of Marketing in Creating Shareholder Value

Why most corporate plans fail
Differentiation and why only 5% of companies have
quantified value propositions
How to quantify value propositions

1100-1200

Where to Start
Identifying all options
Prioritizing these options
Quantifying them financially

1200-1300

Lunch and Networking Break

1300-1400

Understanding Markets and Customers Better

Quantifying fast-moving markets
Why 85% of companies get market segmentation wrong
How to do proper needs-based segmentation

1400-1430

Understanding Customer Needs

Understanding how customers buy
Developing differential advantage

1430-1530

Prioritising Objectives and Strategies

The directional policy matrix
Setting marketing objectives and strategies

1530-1600

Tea Break

1600-1700

10 Questions CEOs & CFOs should ask their

Marketing Colleagues & the Answers

1700-1705

DEVELOPING
WINNING STRATEGIES
TO GROW
SALES & PROFITS
Special Management Program with
Prof. Dr. Malcolm McDonald

It was the best marketing course

I had ever been on
Marketing Director, Carlsberg

Learn from the Master

Join us for this rare opportunity to spend a day in
dialogue with Prof. Dr. Malcolm McDonald.
Attendees will be provided with
enough talk time for serious debate.
Dr. McDonald loves to be challenged!

Certificate personally signed by

Prof. Dr. Malcolm H.B. McDonald

Closure

After this program, you will leave with a greater understanding of the
current marketplace and what you and your team must do to not only
survive, but thrive in it. You will leave enthusiastic about the future of your
business.

This prestigious certificate will be given to each

participant as a proof of learning the core
marketing and management mantras from the
World's #1 Strategic Marketing Planning Guru.

Regular Tuition Fee: Rs. 35,000 per participant

(Includes courseware, certificate, lunch, refreshments and business networking)

Early Bird Discounts: Rs. 30,000 per participant (If you register and pay till 15 January 2015)
Special Discount: Rs. 27,000 per participant for the members of *Marketing Association of Pakistan only
Group Discount: 10% Discount on 5 or more nominations from the same organization
For registration(s), send us your
Name, Designation, Organization, Mobile, E-Mail and Postal Address
to register@terrabizgroup.com

For further information please contact

Zeryab Naseer at +92 333 0200 333 and +92 333 318 5070
Phones: +92 21 3455 0319 & 3455 8539 Facsimile: +92 21 3455 7264

Terrabiz Cancellation Policy: For cancellations made in the 7 working days to the workshop, no refunds will be given. Cancellations must be confirmed by email. Substitutions may be made at any time.