Brand and Product Management for the FMCG Lagos

 

DateVenuePrice

Mar 21 2012 - Mar 24 2012	Lagos	₦ 120,000
Jun 12 2012 - Jun 15 2012	Lagos	₦ 120,000
Sep 26 2012 - Sep 29 2012	Lagos	₦ 180,000

Duration: 3 days

To arrange an alternative date for this course, please select the following:

Course Overview

Those who are interested in pursuing a career in product management or who want to learn more about the field of product management, product team leaders, product development or new product development managers, marketing managers, marketing strategy managers, and those who want to learn how to more effectively work with their product management counterparts, new product development team members and project managers.

Course Objectives

· Build a robust brand management strategy for your product(s)

· Learn to build and manage your brand equity

· Identify and overcome barriers to growth and sustainability

· Shape your corporate culture based on the brand for to create a brand inspired culture

· Be able to make informed considerations in the launching or acquiring of brands

· Develop strategies to sustain brands

· Gain tips and advice from a seasoned expert in FMCG brand management

Course Outline

· Using a phase-gate methodology to guide decisions for new products and enhancements

· Distinguishing between linear and non-linear, prototypical approaches to project selection

· Aligning business and product strategies to product planning activities (in-class exercise)

· Screening criteria for prioritizing projects using a practical screening matrix

· Conducting industry, market, and competitive assessments

· Deriving and managing market driven product requirements

· Segmentation and market targeting essentials

· Assembling the business case for new product project investments

· Applying break-even analysis techniques

· Constructing and managing a product master plan

· Deriving forecasts and understanding financial implications of variations in volume and price

· Establishing conditions and triggers for products after they're launched

· Aligning with marketing strategies

· Working with the marketing team

*Course fee is not inclusive of VAT