VALUE-ADDED MARKETING - THE ADVANCED STRATEGIES

Live-Online Training: N175,000
Classroom Training: N 215,000
3 - 4 participants: 5% discount
5 or more participants: 10% discount

(Available also for Customised Training by Duration, Venue & Fee)

 Course Objectives

At the end of this course, participants will:

• Develop enhanced skills in formulating strategic marketing plans
• Have higher creativity in brand management for profitable customer relationships and market segmentation
• Acquire a deep understanding of how best to introduce new products successfully
• Have refined knowledge of integrating sales techniques with appropriate marketing strategies
• Be able to evolve and maintain value-added relationships with advertising agencies and other marketing supports
• Learn how to utilize marketing as an engine for sustaining competitive advantage.

 Course Contents

DAY ONE

• Introduction to the Seven Ways of Marketing Value Creation

1.  How to increase Transaction Size—Initial and/or Repeat
2.  How to increase Transaction Frequency
3.  How to decrease Customer Randomness of Spending on your products
4.  How to increase Retention and Lifetime Customer Value
5.  How to increase Profits of Business conducted with each customer
6.  How to recover Lost Customers
7.  How to multiply customers by Referrals.

 DAY TWO

• Pillars of Marketing Strategy
• Customer Equity
• •    Value Equity
  •    Relationship Equity
  •    Brand Equity
• Marketing Strategy Planning Process
• •    Environment, Customer, Competitor, and Self-analysis
• Marketing Strategy Implementation
• •     Positioning and market segmentation
  •     Profit drivers and distinctive competencies
  •     Integration of marketing strategy and communication.

 DAY THREE

• Concept of Product Life Cycle
• Marketing Innovation
• Relationship Management
• Managing Major Accounts
• What makes perpetual market winners

 DAY FOUR

• Brands and Products – the Total Product Concept
• The Importance of Brands
• The Benefits of Brands
• Branding process
• Strategic brand planning.

 DAY FIVE

• Working with Communication Agencies:
• •  Why are agencies hired?
  •  Ideal communication partners
  •  Client/agency partnership
  •  The favorite client
  •  Tips on enhancing client/agency effectiveness
  •  Building brands
  •  Building trust.