marketing training document intl

Marketing Training Proposal

Table of Contents

• Project Overview: Scope & Objectives 3

• EAI Process for Building Great Brands 4–12

• Marketing Workshops Overview: Learning Objectives 13–21

• Sample Curriculum: Marketing Excellence Fundamentals 22–24

• Customization Approach 25–31

• Past Ennis Associates Training Clients 32–33

• Ennis Associates International Experience 34–36

• Ennis Associates Contact Information 37–38

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2

Proposal Overview

• Delivering profitable growth is essential to your Company’s

continued success. Building highly skilled marketing capabilities

will ensure this goal is achieved.

Project Scope

• Comprehensive training program customized to your Company

• Focus on Marketing Core Competencies to drive growth

Project Objectives

• Create Core Marketing Competency workshops tailored to the specific

needs of your Company’s marketing teams

• Present training that embeds your “Company Way”

3

IntroductionEAI – Process For Building Great Brands

Ennis Associates, Inc. Overview

• Founded in 1975, firm specializes in developing / presenting marketing

workshops to Consumer Packaged Goods industry

• Consultant on core marketing competency topics

• Outstanding reputation as experienced / knowledgeable Brand Marketing training

organization

• Broad spectrum of CPG clients – Many with Global operations

• 600 workshops attended by over 9,000 marketers during past 20 years

5

EAI Values

Mission

• To provide global best practices marketing training complimenting our

client Company’s marketing philosophy.

Vision

• To be respected throughout the world as the standard of excellence in

professional marketing training.

6

EAI – 4 Prime Directives of a Brand Marketer

• Build Long-Term Brand Equity

• Deliver Agreed to Financial Results

• Achieve Sustainable Competitive Market Position

• Build Relationships / Partnerships Across Organization

7

EAI – 10 Steps To Building Great Brands

1. Complete a robust Category and Brand Analysis;

2. Achieve Profound Understanding of the Brand’s Prime Target Consumer;

3. Discover a compelling Consumer Insight to guide all strategic business decisions;

4. Understand the true Growth Drivers for generating consistent business results;

5. Develop a focused Brand Strategy that exploits company core competencies;

6. Create a differentiated Brand Architecture / Positioning Statement;

7. Ensure consumer communication is consistent with Brand’s Equity/Strategy;

8. Develop customer plans that build the category and support the Brand’s Equity;

9. Create Integrated Execution Plans that connect with the Prime Target Consumer;

10. Achieve Financial Success by consistently delivering Goals.

8

EAI Process For Building Great Brands

• Our methodology of applying a disciplined process for Building

Great Brands is based on a sound Market Strategy & Planning

Framework which generates results.

9

EAI – Market Strategy & Planning Framework

Feedback and Improvement

Consumer Plan

Vision Statement

StrategicImperatives

Long Term Brand Growth

Drivers

ConsumerStrategicPlatform

Brand Equity Statement

Business Objective

MarketingObjectives

Marketing Strategies

AnnualObjectives

& Strategies

Integrated Marketing

MixElements:

- Product- Brand- Pricing- Communication- Consumer

Promotion- Retail Channels

IntegratedConsumer

ExecutionalPlan

Consumer Penetration & Consumption Trends

Growth Drivers

Category Sales & Share Trends

Key Competitors

CategorySituation Analysis

Trade Channel Trends

Segment Sales & Share Trends

Strategic SWOT

Annual Activity Calendar

Evaluation of Key Market Measures

Implementation

Sales & Marketing Coordinated

Execution

Formal ReviewsFinancial

Health

Brand Strategic Framework

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer & Shopper Insights

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

BrandSituationAnalysis

Consumer & Shopper Insights

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer & Shopper Insights

Target Consumer

Understanding

Consumer Segments Served

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer & Shopper Insights

Target Consumer

Understanding

Consumer Segments Served

Consumer & Shopper Insights

Target Consumer

Understanding

Strategic SWOT

Consumer Segments Served

Consumer & Shopper Insights

Target Consumer

Understanding

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer Segments Served

Consumer & Shopper Insights

Target Consumer

Understanding

Short-Term Brand Growth

Drivers

Strategic SWOT

Consumer Segments Served

Consumer & Shopper Insights

Target Consumer

Understanding

Business Objective

MarketingObjectives

Marketing Strategies

AnnualObjectives

& Strategies

Financial Health

10

EAI Competitive Advantage – Client Feedback

• Achieves a common language & set of disciplines that participants

apply in real world situations;

• Clear communication skills deliver deeper understanding of core

marketing concepts;

• Presentation style effectively drives profound thinking & stimulates

breakthrough action;

• Focus on marketing tools / processes that drive key insights into

building brands long-term.

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Project Leader / Senior Facilitator: Tim Ennis

• President, Ennis Associates, Inc.

• Background: Sales & Marketing (Coca-Cola) – 7 years

Marketing / New Products (Nabisco & Becton Dickinson) – 11 years

Marketing Training / Consulting – 13 years

• Focus on strengthening core competencies of marketers & functional

teams

• Areas of Expertise: Brand Equity / Strategy Development Consumer Insights Identification Marketing Mix Core Competencies: (Advertising, Integrated Marketing, Promotion, New

Products, Strategic Annual Planning)

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Marketing Workshops OverviewLearning Objectives & Key Topics / Activities

Workshops Offered By Ennis Associates

• Marketing Excellence Fundamentals: Overview & Understanding

• Brand Equity: Management & Positioning

• Market Strategy & Planning: Annual Business Plans

• Creative Strategy & Execution: “Breakthrough” Communication

• Promotion Development: Integrated Promotion Planning

• Consumer Understanding: Market Research & Consumer Insights

• Innovation: New Product Ideation & Concept Development

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Marketing Excellence Fundamentals Overview & Understanding

Learning Objectives

• Appreciate importance of “Brand” and Brand Equity;

• Achieve a deeper understanding of the Market Strategy & Planning Framework;

• Understand true business Growth Drivers & identify the Brand’s Critical

Success Factors;

• Learn the differences: Objectives – Strategies – Tactics.

Key Topics Covered

• Category & Brand Situation Analysis (Business Drivers, SWOT’s)

• Consumer Understanding (Segmentation, Consumer Portrait, Insights Process Steps)

• Consumer Strategic Platform (Brand Positioning & Strategy)

• Annual Brand Planning (Flow, Process Steps)

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Brand Equity Management & Positioning

Learning Objectives

• Understand importance of Brand Equity to the Company’s competitive strength

and profitability;

• Develop differentiated Brand Architecture & Positioning Statements to focus the

brands competitive premise;

• Take responsibility for building brands (All aspects of marketing mix).

Key Topics

• Brand Equity (Consumer Meaning, Importance of the Brand Essence)

• Brand Architecture Template (Key Elements, Development Process)

• Brand Positioning (Role to the Brand, Development Process)

• Brand Equity Communication (Execution Through the Marketing Mix)

16

Market Strategy & Planning Annual Business Plans

Learning Objectives

• Become expert at identifying true growth drivers for Category / Brand;

• Increase proficiency at articulating Critical Success Factors to create a clear

roadmap for building the Brands strategy;

• Enhance skills in identifying focused Marketing Strategies to guide annual

tactical planning activities;

• Develop fully integrated Executional Plans that are customer focused.

Key Topics

• 3 Distinct Planning Stages (Situation Analysis, Objectives/Strategies, Execution Plan)

• Key Business Planning Tools (Strategic SWOT, Short-Term Growth Drivers)

• Strategic Platform (Business & Marketing Objectives, Strategies, Scorecard)

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Creative Strategy & Execution “Breakthrough Communication”

Learning Objectives

• Improve advertising leadership ability leading to brand building & strong

agency partnerships;

• Cultivate effective skills in developing Creative Briefs using the Company’s

template insightfully;

• Become proficient at identifying the Creative “Big Idea”;

• Develop skills in evaluating agency Communication submissions.

Key Topics

• Key Thrust of Great Advertising / Communication (Disrupt, Engage, Convince)

• Creative Brief Development (Guiding Principles, Step-by-Step How to Prepare)

• Evaluating Submissions (Strategic “Big Idea”, 5 Step Evaluation Process)

• Agency Management (Communicating with Both Account & Creative Team)

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Promotion Development Integrated Promotion Planning

Learning Objectives

• Appreciate how Promotion impacts the long-term health of the Brand;

• Become skilled in all key elements of the Promotion Planning process;

• Appreciate the range of tools, online and off-line, for strategically reaching the

prime target consumer;

• Be proficient at creating fully integrated communication plans with Sales.

Key Topics Covered

• Consumer Behavior Changes to Influence (Source of Annual Volume)

• Promotion Objectives (4 Categories of Promotion Objectives)

• Promotion Strategies (Identify Target Audience & Desired Action you seek from them)

• Integrated Promotion (Consumer & Shopper Marketing, Category Management)

19

Consumer Understanding Market Research & Consumer Insights

Learning Objectives

• Appreciate how to identify & fill knowledge “Gaps” about consumer / customer

needs;

• Create effective Research Briefs with clear Action Standards;

• Develop skills in using the 6-Step Insights Process;

• Understand the primary research methodology options and when to use each.

Key Topics Covered

• Market Research Process (Key Steps & Strategy Identification)

• Consumer Insights Process (Conducting an Insights Session with 6-Step Process)

• Research Brief (Component Parts and How to Prepare)

• Research Agency Management (Communicating with Marketing Research Agencies)

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Innovation New Product (NPD) Ideation & Concept Development

Learning Objectives

• Apply Insights & Breakthrough thinking in managing New Product / Line

Extension Projects;

• Develop skills in applying the 5-Step New Product Development (NPD) Stage-

Gate Process;

• Understand 5-Step Process for generating “Breakthrough” NPD Ideas;

• Gain expertise in Concept Development & Product Testing.

Key Topics Covered

• 3 Cornerstones of NPD Success (Focused Strategy, Structured Process, Resources)

• Drivers of Project Momentum (Role of the Project Champion & Executive Sponsor)

• Cross-Functional Collaboration (Leverage Company Capabilities & Resources)

• Marketing Concept Board (Component Parts & How to Develop)

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Sample CurriculumMarketing Excellence Fundamentals Overview & Understanding

Marketing Excellence Fundamentals - Sample Curriculum

• Brand Equity Definition: Cause-Effect Chain Model

• Brand Scorecard – Tool

• Market Strategy & Planning Framework:

Category Understanding: Category Drivers

Target & Brand Understanding: Short-Term Growth Drivers Strategic SWOT Analysis Consumer Segmentation Consumer Portrait

• Consumer Insights Process: 6 key steps to identifying an Insight

• Consumer Strategic Platform: Vision Statement – Brand Strategic Imperatives Long-Term Brand Growth Drivers

• Brand Architecture:

Attributes, Product Benefits, Emotional

Benefits, Driving Beliefs, Personality, Brand

Essence

• Positioning:

Role & Importance to the Brand

Marketers definition and consumers

definition of Positioning

• Positioning Statement Format

• Positioning Statement Details:

Focusing your Target Audience

Selecting your Frame-of-Reference

Defining your Leverageable Point-of-

Difference

Choosing your Consumer End Benefit

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Marketing Excellence Fundamentals - Sample Curriculum

• Market Research – Key Principles: Effectively using Market Research Identifying Knowledge “Gaps”

• Advertising – Generating “Breakthrough”: Advertising Strategy & Creative Brief 5 step Creative Evaluation process Building Agency Partnerships Advertising Testing

• Media Planning: Role of Media in the Communication

Process Targeting – The Consumer Portrait Media Brief

• Packaging Development Process: The Strategic Role of Packaging Packaging and Building Brand Equity Packaging Brief

• Promotion Planning Process:

4 Categories of Promotion Objectives

Targeted Promotion Strategies: Target Audience, Desired Actions,

Timeframe

Promotion Brief

• Objectives & Strategies:

Business Objectives

Marketing Objectives

Marketing Strategies

• Integrated Consumer Executional Plan:

Identifying the Best Mix of Tactics

• Annual Brand Planning Process:

3 Distinct Stages of Planning

Annual Brand Plan Template

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Customization ApproachSeamless Integration With Company Philosophies

Key Advantages

• Internal interviews are used to develop curriculums that addresses marketing training

needs important to your Company

• Workshop curriculums are reviewed with management to ensure they meet all Project

Objectives

• Company advertising, promotions, media and case histories are integrated into each

workshop

• Confidential planning issues can be discussed in class

• Workshop facilitators are available to review individual marketing problems by brand

and/or product categories

• Ennis Associates utilizes a 4 Phase approach to building a customized program to

address your specific needs

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4 Phase Customization Approach

• Phase 1

Data Gathering, Analysis & Recommendation Process

• Phase 2

Create Customized Development Programs - Training Manual &

Materials

• Phase 3

Delivery of Workshops - Core Competency Marketing Training

• Phase 4

Training Evaluation & Updating

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Phase 1: Data Gathering, Analysis & Recommendation

• Initiate extensive data collection process. Executional approach:

Meet key managers to identify development needs of the marketing team;

Document gathering to identify current practices & terminology;

Comprehensive training curriculum developed, submit for management review &

approval.

Key Deliverable

• Comprehensive workshop outlines, tailored to organization needs

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Phase 2: Create Customized Development Programs

• Executional approach:

Develop training materials including manuals, presentations, case studies, and

process & models templates;

Revise materials as needed, gain final leadership approval.

Key Deliverable

• Workshop Presentation / Process Models / Templates

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Phase 3: Delivery of Workshops

• Executional approach:

Present training workshops with key members of the organization;

Conduct program evaluation to ensure key learning’s embedded within

organization.

Key Deliverable

• Completion of initial training for all marketing personnel and related functional

teams

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Phase 4: Training Evaluation & Updating

• Executional approach:

Review key learning’s obtained during workshops;

Modify program if needed to better deliver objectives;

Gain management approval, prepare program materials for execution during the

next fiscal year.

Key Deliverable

• Fully updated training workshops

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Past Ennis Associates Training Clients

Past Ennis Associates Clients

• Abbott Laboratories

• Allied Domecq

• Bayer Corporation

• BIC Corporation

• Bristol-Myers Squibb

• Constellation Wine

• Church & Dwight

• CIBA Vision

• Coca-Cola

• Dial Corporation

• E & J Gallo

• Energizer

• Fisher-Price

• Georgia Pacific

• Gerber Products

• J. Wray & Nephew

• Kellogg’s Company

• Mars Advertising

• McCormick & Co.

• Mead Johnson

• Merial Ltd.

• Nabisco Foods

• Nestle USA

• Reckitt Benckiser

• Sara Lee Corporation

• United Pet Group

• Vivendi Universal

• Warner Brothers

• William Grant & Sons

• Wyeth

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International Training WorkshopsIntegrating Global Best Practices With Local Country Needs

Extensive International Experience

• Ennis Associates’ seminars & workshops have been conducted in over 40

countries

• Emphasis on accommodating national cultures, traditions and marketing

practices in communicating Global Best Practices

• In all cases, marketing examples of a given nationality are incorporated in

the presentation where available

• High comfort level with local translation services in all countries

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Extensive International Experience

• Tim Ennis has personally conducted seminars and workshops in the following

countries:

England

France

Germany

Guatemala

Hong Kong

Indonesia

Italy

Jamaica

Japan

Malaysia

Mexico

New Zeeland

Philippines

Singapore

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Argentina

Australia

Bahrain

Canada

Chile

China

Ecuador

South Africa

Spain

Sri Lanka

Taiwan

Thailand

United Arab

Emirates

Venezuela

Vietnam

Ennis Associates Contact Information

To Contact Ennis Associates

For more information you can contact Ennis Associates as follows:

• Our phone number is 800-914-4194 (586-552-4617)

• Our email address is Inquiry@eaimarketing.com

• Our website address is www.ennisassociatesinc.com

• Our fax number is 800-914-4594 (586-552-4619)

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