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Blue Ocean Strategy Simulation is the most innovative simulation exercise in the world of business strategy and addresses the top&middle management and entrepreneurs in absolutely any industry. "Blue Ocean Strategy"-created by Renée Mauborgne and W. Chan Kim, professors of strategy and international management at INSEAD business school, is a completely innovative / "out of the box" and a response to the highly competitive business environment today (Red Ocean).  "Blue Ocean strategy Simulation" meet the challenge of any organization that wants to identify existing business opportunities and minimize competition. Requires a minimum of 12 participants.

Markstrat is a business simulation specifically designed to acquire fundamental knowledge of strategic marketing, covering areas such as market research, market segmentation, new products development, marketing mix, distribution channels, human resources and financial . It is the best tool in the world for learning concepts such as strategic portfolio strategy, segmentation and market positioning. It is used by over 500 academic institutions worldwide, including 8 of the top 10 international business schools (Stanford, NYU, London Business School, Wharton, INSEAD, IESE, etc.) and 25 of the top 30 universities in the United States. It addresses the top & middle management and requires a mimimum of 15 participants

395 Eur/ participant

The marketing strategy is the next stage of business strategy. At this stage the brands roles are defined segments of interest, the target groups, vision and trademarks architecture.

Objectives:

-Portfolio Strategy

-Segmentation

-Defining opportunities and needs for the whole portfolio on short, medium and long term (migration, rationalization, innovation etc.)

-Brand architecture

Objectives:

1. Strategic and Annual Plan Validation 

2. Preparing a contingency plan to potential competition initiatives

3. Initiatives internalization of the annual plan by the teams accountable for implementation

3,500 Eur (12-15 participants)

Cascading marketing strategy into annual operating  plan. We summarize brand positioning and outline the brand communication platforms. We generate concrete ideas /activation / promotion.

  •  Concrete application: annual communication plan of a certain brand (chosen by mutual agreement according to priorities). Objectives:

    • Recap: brand positioning, Marketing mix: price, placement, promotion & product

    • Communication Plan

    • Creative and communications platform pillars / activation

    • Concrete ideas to support and promote

    • Outlining an annual activation plan

This workshop aims to identify insights and developing communication platforms and innovation. Generating ideas is held by certain  "brainstorming" techniques. Developing a bank of ideas and concepts that can contribute to strong plans as far as:

a) Communication

b) Innovation (new product, packaging)

c) Other concrete needs related to consumer, shopper or client / channel.

2,850 EUR (12-16 participants)

To ensure the sustainability of long-term business, innovation is indispensable. R&D and marketing, team up and piece together information about trends and market needs, building plan innovation plan for the long run.

Objectives:

-What is innovation?

-When innovation is needed?

-Building an innovation plan.

-Sources of information.

-Innovation process/Innovation funnel.

-Key steps/Roles and responsibilities

-Indicators & Objectives

-Working tools

To develop effective communication brand positioning exercise is needed. Through positioning we will identify:

1. The relevant needs and motivators within the category

2. The most appropriate and attractive positioning territory, after eliminating those already employed by major competitors

The result of this workshop will consist of brand positionings for a 2-4 brands portfolio.

Deliverables:

- Insight

- Rational & Emotional Benefits

- Differentiator / RTB (reason to believe)

- Brand Essence/Mission

Based on the brand positioning and creative platform, it is time to begin to develop communication platforms. Consequently we learn the principles of working with a creative agency and are tools that help us to:

1. Develop,

2. Evaluate,

3. Produce successful campaigns

Objectives:

-Principles of working with advertising agencies (what we do, what they do and how they do)

-Creative brief

-How to evaluate creative proposals

-How to give feedback

-What happens once we have a creative idea- how we execute it

The explosion of digital media brings a great opportunity to build brands. At the same time, this environment has many challenges. When everything is possible what is the best way to promote brands?

Objectives:

-Understanding the digital environment-Opportunities and Challenges

-The main digital channels

-Digital Strategy - which are the choices?

-Leading examples  

-Action plan

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