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MARKETING STRATEGIES
AND TRENDS FOR
CONSUMER PRODUCTS
26-27 October 2009 z Royal Plaza on Scotts Hotel, Singapore

The field of marketing for consumer products has always been extremely fast-paced, with older
methods frequently being overtaken by new, cutting-edge techniques and models. This pace is only
increasing, with the arrival of new competition and the continuing business pressures on maintaining
and/or improving market share and sales revenue.

This 2-day thoroughly researched and insightful training Course focuses on the global marketing
strategies and practices for consumer markets examining current challenges and product trends. The
programme will focus on the practical applications of consumer marketing concepts, so that you will
develop a well-defined marketing strategy for identifying attractive targets and effectively positioning
products and services to these targets. Starting from customer/consumer motivations, you will explore
the role of product management and marketing organisational realignment, and deepening your
understanding of the strategic mission of both a business unit and the company as a whole.

Working on an interactive platform that is packed with tools and pragmatic insights, this training Course
aims to make marketing for consumer products more relevant by focusing on initiatives that can impact
your bottom line, including how to:
Successfully transform marketing strategy into winning marketing tactics; how do you do it and
what are the secrets to success?
Implement innovative marketing strategies; what can you do to enhance customer experience and
increase lifetime value?
Manage and leverage brands successfully
Integrate regional, global, and cultural variables into your marketing programmes

6,*18372'$<

Strictly limited seating to ensure value added to all Participants - so book early! Comprehensive course materials will be provided.

Delegates who successfully complete this course will receive the Asia Pacific Centre for Continuing and Professional
Development Certificate for Participation

A division of the Asia Business Forum


WHY YOU
CANNOT MISS THIS COURSE
This practical two day training course will help you:
 $1$/<6( current product strategies and
recommend changes and improvements
 5(&2*1,6( consumer trends and determine
how they impact their business and identify
opportunities to develop current or new
products.
 (;$0,1( consumer behaviour theory and
trends
 ,'(17,)< how Luxyoury, Status Spheres,
Mapmania and other consumer tends can be
opportunities to grow your business
 ),*+7 low cost competitors and big-box
retailers
 $'$37 to local markets and cultural
sensitivities into marketing programmes
 75$16)250 marketing strategy into
winning marketing tactics
 '(9(/23 effective value propositions for
consumer brands, products and services
 $66(66 global market opportunities
 /($'0$1$*( and /(9(5$*( brands
successfully
 7$.( advantage of new marketing
communication and research techniques
Upon completing the Course, you will go back to
your workplace with:
 Experience in resolving real-life cases
 Tools and techniques to increase sales
 Your learning as a communications plan
you can implement into your work
WHO SHOULD ATTEND
This Course is specifically designed for any managers
and professionals who are involved with marketing
consumer products and services. They include:
™ Marketing Directors
™ Sales and/or Marketing Managers
™ Product Managers
™ Brand Managers
™ Channel Managers
™ Account Managers/Directors
™ Promotions Managers
™ FMCGs Supervisors
™ Advertising Managers
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PROGRAMME AGENDA 2&72%(5
SESSION 1 6(77,1*7+(6&(1(
The purpose of this session is to introduce the workshop setting the scene
for marketing in 2009 and beyond.
„ The changing global economic and business landscape
„ Critical challenges for marketing and organisations
„ Re-defining organisational success
SESSION 2 7+(1(:*/2%$/0$5.(7&217(;7
New markets, new approaches, new opportunities. This session looks
at alternative approaches to what we call global markets. How have they
changed in the last 10 years, what will the next 10 years look like?
„ Global or just a bigger neighbourhood?
„ Forces driving global demand
81'(567$1',1*&21680(5
SESSION 3
%(+$9,285
A targeted session examining the complexity of consumer behaviours and
the types of buying situation, which can occur.
„ Consumer behaviour and buying behaviour theories
„ Segmentation and purchase behaviour
„ Consumer attitude, intentions and purchase behaviours
&21680(5%(+$9,285$1'75(1'6
SESSION 4
²,17(51$7,21$/
Luxury versus Status, Spheres versus Mapmania and a plethora of other
consumer trends. This session examines international consumer trends.
„ Behavioural and cross-cultural research and theoretical issues in the
global marketplace
„ Consumer as a shopper, reactions to marketing intervention
SESSION 5 &21680(5%(+$9,285,135$&7,&(
Now we know what the future might look like how do we plan for it? This
session focus participants on applying what they now know about consumers
to their industry. This will involve identification of participants industry,
trends analysis and application of consumer behaviour theory and models in
international retailing.
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SESSION 6
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This session provides an approach and framework for identifying and
analysing the key cultural and environmental characteristics of any nation
or global region; and it highlights the importance of viewing international
marketing management from a global perspective.
„ Understanding key market requirements
„ Cultural differences and international marketing
„ Global marketing management: Planning and organisation
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(1'6)25&21680(5352'8&76

52<$/3/$=$216&2776+27(/6,1*$325( ABOUT YOUR COURSE LEADER

DAVID SHEARER is the Principal of

SYNERGY Education, a boutique
SESSION 7 5(7$,/,1* business management consultancy
specialising in marketing, strategy
The power and influence of the “modern” retailer is growing. To be successful and business improvement to raise
you need to adapt your long-term strategy to their changing demands. the standard of business in New
Zealand and Australia. He has
„ Retailing trends – Asia vs. Europe vs. America vs. Oceania been in marketing and business
„ Fight or flight – Responding low cost competitors and big-box retailers consultancy for 10 years coming
from the role of International Marketing Manager
„ Global case studies – Where is supermarket retailing heading?
– Protocol Group (UK).

David specialises in business and education

SESSION 8 %5$1',1*$1'326,7,21,1* management and has conducted over 150 training
workshops for a variety of industries, including
Companies are focusing more and more on key brands. As a result they are retail, education, pharmaceuticals and government
reducing the overall number of brands in the company’s portfolio. In most agencies. He also mentors organisations throughout
cases, these brands are not new and have been around for many years. NZ and Australia on marketing and strategy design
& implementation.
„ How can you make your existing brands stronger?
„ Should you relaunch the brand and, if so, when? What should the David also conducts marketing strategy and business
positioning be? development workshops and mentoring for New
Zealand Government export agency (NZTE) and is
„ Private labels - Do they work? a recognised specialist in consumer behaviour and
marketing in the education sector. He also delivers
0$5.(7,1*&20081,&$7,2167+( a postgraduate Marketing Course at the University
SESSION 9 of Canterbury and is a regular advisor to small
1(:0(',$/$1'6&$3(
businesses in New Zealand and Australia.
Not only consumer behaviour has changed significantly, also the way brands
David has an M.B.A. from the University of
can and must communicate with the consumer. This session examines
Canterbury as well as a Bachelor of Education
Marcoms of the now and future and explores how to deal with these new
(University of Canterbury) and Diploma of Teaching
realities effectively and efficiently.
(Christchurch College of Education). His elected
„ How has media consumption evolved governance appointments include: Board Member
„ Technology and its impact of University of Canterbury (MBA), NZ National
SAR Council Consultative Committee, the Academic
„ Consumers as media producers - Social networking Advisory Board for Tai Poutini Polytechnic, and a
Trustee of Elmwood School. He is a current member
of Institute of Directors and New Zealand Institute of
SESSION 10 3877,1*,7,17235$&7,&( Management.

We will review the channel/business situation of the various participants

in the workshop and make the connection with the overall strategy of their
business. Based on these general examples participants will then evaluate
their own channel/business situation, as well as current routes to market in
terms of size, potential and attractiveness. Using the various templates and
information from the workshop participants will articulate a communications’
plan, which they will present to workshop colleagues for review and
improvement.
127(723$57,&,3$176
Participants will need to come to the workshop with a prepared set of data on the current
business or channel situation they want/need to improve. They will receive information on
which data is required in time for the workshop.
In case potentially competitive businesses would participate in the workshop, Asia Business
Forum will pro-actively contact both participants to assess any potential confidentiality issues.
In this case, participants can elect to work with a “generic” case.
KEY POINTS ABOUT THIS COURSE
Consumer products are undergoing transformational
change, new competition is rising and the customer’s view
on value is shifting. As a result, new value-based marketing
strategies and tactics for consumer products and services
are needed.
This 2-day Course is designed to provide you with practical
strategies and methodologies on how to clearly hear the
voice of the market, from which you have to reconfigure
your approach to ensure maximum return on your resources
that you have invested. The programme focuses upon key
issues involved in selecting effective strategies for consumer
oriented products and stimulating sales and revenues.

8:00am (Day 1) Registration and Coffee/Tea IN-HOUSE TRAINING

7,0(7$%/(

8:30am (Day 2) Coffee/Tea Why Not Train More People for Less Money?
9:00am Programme Commences
10:30am to 10:45am Morning Refreshment If you have a team of 6 or more people who need to attend
12:30pm to 1:30pm Lunch this training, it is more cost effective to have this Course
customised to your organisation – at your training site.
3:00pm to 3:15pm Afternoon Refreshment Savings can be significant!
5:00pm End of Programme
For more information on our in-house training programme,
please email inhousetraining@abf-asia.com
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