Organizational/Personal Situation
- Finding a competitor reduce price and give promotion, sales personnel require marketing do the same to relieve their short-term stress. However, they do not understand this may impair image of products in the eyes of regular customers. Company loses this part of customers.
- Sales personnel are not proactive in selling new product as they find this no easy and this may not bring a lot of economic efficacy. They are not aware that the lifecycle of existing products is approaching the peak and the company needs to cultivate new product accordingly.
- Customer service personnel complain about the high level of requirement for service process and specification as raised by the company. They do not know their service marks a key aspect for the company to outreach competitors.
- Technicians and developers are not satisfied with the insufficient support to their product innovation. They do not know why the marketing department always says that there is no enough market need.
The reason for above situations is that people with no marketing background do not know marketing and the process of branding well. The success for a brand lies in positioning first and then strengthening the position through consistent execution. Finally, customers may find this brand different from others. Where there is no thorough understanding about this process, personnel would be enticed by their own interest in sight (e.g. short-term sales revenue), leading to short-term behaviors (e.g. price drop). The result would be that customers find the brand image inconsistent and fuzzy, and so they would not choose this brand any more.
Program design
To help non-marketing personnel better understand marketing and brand operation, we have especially designed the “1-day business operation simulation + 1-day theory learning and practice” training course: it allows participants to run their own brands in a simulated market (LIVON of CELEMI) amidst competition with each other, with the aim to experiencing the rules to win a market. The participants will take one more day to learn marketing（B2C） concepts and tools in an organic way and then design product positioning and 4P for their own companies proceeding from market analysis, so they will better understand company’s marketing strategy and brand positioning.
In a simulated market, participants will need to make various decisions: what market should I occupy, what kinds of product and service should I provide, what kind of brand image should I build up, how to price, how to advertise myself, how many marketing expenses are required, how to allocate such expenses, how to win customer from my competitors, how to fight back if any competitor wins my customer, how to ensure profit margin… While trying out, adjusting and winning or losing from time to time, participants will learn that marketing is an exquisitely designed process in which a brand cannot make it until clear positioning is available, execution is aligned to the position, and the techniques can be adjusted immediately based on competition conditions.
In the theory learning and practice, participants will know how to analyze on product partitioning, how to study competitors, how to choose the point of appeal for specific products – rational or emotional, how to prepare product positioning instruction, how to define product strategy, how to work out pricing strategy, how to decide on advertisement and promotions, how to develop channels, and how to formulate annual marketing plans. After learning each marketing tool, participants will practice how to use market tools for their companies. This process helps them understand the very company’s brand operation and learn how to play an active role.
Program features
Marketing 1-2-3 provides participants with real experience of market competition, and perspectives and tools of marketing (B2C). When participants go back to work, they can better understand and support the marketing strategies and activities of enterprise.
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How you will benefit
- Learn important marketing （B2C） concepts and practices, and form a general understanding of marketing
- Develop strategic thinking and understand how to achieve breakthrough and win customers by analyzing customers and competitions and creating value and difference for products and services
- Understand how to support marketing strategies in the operation of all functions
What you will cover
The marketing function
- The objective of marketing
- Marketing vs. sales
- The marketing process
The brand positioning
- Segment the market and select target customers
- Understand target customers and identify profitable customer needs
- Analyze competitive environment and identify competitors
- Create brand positioning with value and difference
- From brand positioning to marketing mix
The planning
- The planning process
- The planning tools
The Simulation
- Study market, understand customers’ behaviors and needs, select target customers, decide on market positioning, design marketing activities, allocate resources, plan budget, forecast volume, cost and profit…
“The program systematically introduces marketing effectively.”
“The simulation is very interesting. I can acquire genuine knowledge from the games, clearly understand overall market distribution, and make clear the importance of market positioning.”
“The program helps those who are unfamiliar with marketing knowledge to clearly and quickly understand market status.”