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EXCELLENT BRAND STRATEGY

EXCELLENT BRAND STRATEGY

Hotel Jayakarta Bandung | 27 – 28 Juni 2013  | Rp. 8. 500.000,-
Hotel Jayakarta Bandung | 24 – 25 September 2013  | Rp. 8. 500.000,-
Hotel Jayakarta Bandung | 3 – 4 Desember 2013  | Rp. 8. 500.000,-

 


Description :

Menentukan segmen pasar, positioning dan differentiation, kemudian Anda bingung bagaimana mengeksekusinya? Bagaimana menentukan harga yang sesuai? Bagaimana menentukan margin ke distributor, grosir dan ritel? Bagaimana mengembangkan packaging, desain dan warna yang menjual? Bagaimana mengembangkan media promosi yang tepat mulai dari online dan offline? Bagaimana bernegosiasi dengan sales force agar merek Anda dijual dengan agresif?

Kesemua hal diatas merupakan komponen yang akan menentukan keberhasilan merek Anda. Strategi yang solid tanpa pemahaman detail dalam eksekusi marketing mix (product, price, place dan promotion) akan percuma
saja.

Apa yang unik dari pelatihan ini? Pelatihan ini bukan diberikan oleh konsultan atau akademisi. Pelatihan ini akan diberikan oleh praktisi (brand manager) yang sehari-harinya menjalankan semua aktivitas dan program pemasaran dari strategi sampai eksekusi.

Materi
Hari I
Sesi 1 : A Confession of A Brand Manager

  • What is A Brand Manager?
  • How to be A Good Brand Manager
  • Challenges, Opportunities & Threats of A Brand Manager

Sesi 2 : Brand Strategy & Execution : Two Different Worlds

  • Why A Good Brand Strategy Gives Poor Result
  • Why A Good Brand Execution Gives Average Result

Sesi 3 : Develop Brand Strategy (1)

  • Roles of Brand Strategy in Marketing and Company
  • How to Define Brand Segmentation and Target Market

Sesi 4 : Develop Brand Strategy (2)

  • The Process from Research to Brand Strategy Development
  • How to Analyze Research Report

Hari 2
Sesi 1 : Case Study & Workshop (1)

  • Participants will be given a brand case with relevant information
  • Participants will act as a brand manager to analyze the research report

Sesi 2 : Develop Branded Product Strategy (1)

  • How to Define Product Mapping and Competitors to Target and Avoid
  • How to Define Strengths and Weaknesses of Our Competitors? Product

Sesi 3 : Develop Branded Product Strategy (2)

  • How to Execute The Product Strategy from Design to Packaging
  • How Design and Packaging Trigger Trial and Repeat Purchase

Sesi 4 : Case Study & Workshop (1)

  • Participants will be given a brand case with relevant product information
  • Participants will act as a brand manager to analyze product mapping

Hari 3
Sesi 1 : Develop Branded Pricing Strategy

  • How to Define Price Mapping & Develop Supportive Pricing Strategy
  • How to Define Manufacturers? Price, Distributors? Price, & Retailers? Price
  • How to Manage Price in the End Market

Sesi 2 : Develop Branded Distribution Strategy

  • How to Define Distribution Mapping
  • How to Choose The Most Suitable Distributors
  • How to Manage Distributors & Salesman

Sesi 3 : Develop Branded Promotion Strategy & Execution (1)

  • The Introduction of Above The Line, Below The Line & Beyond The Line
  • How to Win the Mind, Heart & Market Share with Strong Promotion Programs

Sesi 3 : Develop Branded Promotion Strategy & Execution (2) – Above The Line

  • How to Get The Creative Ideas for Above The Line
  • How to Deal With Agency & The Promotion Process from Offline to Online

Hari 4
Sesi 1 : Case Study & Workshop (1)

  • Participants will be given a brand case with relevant promotion information
  • Participants will act as a brand manager to analyze alternative above the line ideas

Sesi 2 : Develop Branded Promotion Strategy & Execution (2) – Below The Line

  • How to Get The Creative Ideas for Brand Activation
  • How to Deal With Agency & The Promotion Process
  • How to Develop Creative yet Sellable Brand Activation Programs

Sesi 3 : Develop Branded Promotion Strategy & Execution (2) – Beyond The Line

  • How to Get The Creative Ideas for Unconventional Media
  • Roles of Unconventional Media in Brand Building
  • How to Convince Your Boss in Implementing New Unconventional Media

Sesi 4 : Case Study & Workshop (1)

  • Participants will be given a brand case with relevant below & beyond the line information
  • Participants will act as a brand manager to analyze alternative below & beyond the line ideas
  • Participants will act as a brand manager to develop below & beyond the line programs

Sesi 5 : Putting It All Together

  • Marrying Excellent Brand Strategy with Perfect Brand Execution
  • Problems & Barriers in Marrying Brand Strategy & Execution
  • Tip & Tricks to Avoid The Problems & Barriers

INSTRUKTUR
Drs.YONO BUDIONO MBA. Psi.
Instruktur merupakan trainer / konsultan berpengalaman yang memiliki kompetensi di bidang people development. Beliau juga aktif sebagai konsultant Management dan Psikologi terapan di beberapa perusahan swasta nasional maupun BUMN.

PESERTA
Calon-calon praktisi di bidang marketing khususnya yang ingin mengambil jalur Brand, Management Trainee perusahaan, para lulusan S-1 dari semua jurusan, serta karyawan perusahaan yang berminat untuk meningkatkan profesinya dalam bidang Brand & Marketing

WAKTU

  • 27 – 28 Maret 2013
  •  27 – 28 Juni 2013
  • 24 – 25 September 2013
  • 3 – 4 Desember 2013
  • pukul 08.30-16.30 WIB

TEMPAT PELAKSANAAN
Hotel Jayakarta Bandung

FASILITAS

  • Sertifikat
  • Modul / handout /soft copy materi
  • Souvenir
  • Training kit
  • Dokumentasi
  • 2x Coffe Break + 1 lunch

BIAYA KURSUS
Biaya pelatihan ini sebesar Rp. 8. 500.000,-/ perpeserta Non-Residensial. Pengiriman 3 peserta dari perusahaan yang sama Rp. 8.000.000,-/peserta non residensial.

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