Slide 1: Marketing Excellence Training Solutions Marketing Seminars & Workshops
Slide 2: Table of Contents Ennis Associates Overview & History: Mission, Vision & Brand Building Principles Ennis Associates Competitive Advantage & Instructor Experience Quotes from Ennis Associates executives Marketing Competency Overview: General & Functional Competencies Critical Marketing Competency Areas Marketing Workshops Overview: Review and Learning Objectives of all Workshops Offered by Ennis Associates In-House Marketing Workshops International Training Workshops Ennis Associates Contact Information
Slide 3: Ennis Associates Overview & History Marketing Seminars & Workshops
Slide 4: Overview Ennis Associates was founded in 1975 by a marketing professional with extensive experience in the packaged goods industry The firm specializes in the development and presentation of marketing seminars and workshops The Company has a superb track record and reputation as the most experienced Brand Marketing training organization in the world Our client list includes many of the largest consumer packaged goods firms throughout the world During the last 20 years Ennis Associates has conducted over 600 seminars attended by over 9,000 marketing and business professionals
Slide 5: Mission & Vision Mission To provide global best practices marketing training complimenting our client Company’s marketing philosophy. The firm specializes in the development and presentation of marketing seminars and workshops. Vision To be respected throughout the world as the standard of excellence in professional marketing training.
Slide 6: Training & Brand Building Principles Training Principles To be the gold standard in developing global best practices Be as transparent as possible, make the client the hero(ine) Deliver the best value (higher than our fees) Provide simple-to-understand tools that drive profound insights Brand Building Principles The company’s brands are its most valuable assets A brand’s competitive strength and value is driven by its Equity Brand Equity should be measured and tracked on a regular basis
Slide 7: Ennis Associates Competitive Advantage Ennis Associates provides key insights into consumers, customers, organizations, and how brands are built long-term, better than other training organizations. Ennis Associates communicates in a clear simplistic manner that delivers deeper understanding of the core concepts under discussion. Ennis Associates has the unique capabilities to relate extraordinarily well with participants, throughout the world, which drives profound thinking and stimulates breakthrough action. Ennis Associates focuses on Simple-to-Understand marketing tools that drive profound insights which help marketing professionals better execute their responsibilities when they get back to the office. Ennis Associates’ marketing workshops are fast paced and due to the small class sizes are highly interactive. All of our workshops incorporate lecturettes, class discussion and both in-class and evening casework to reinforce the marketing principles under discussion. Our continuous focus on delivering “Best Practices” throughout all our workshops ensures we remain up-to-date in a rapidly changing environment.
Slide 8: Instructor Experience Marketing consultants that are experts at translating marketing theory into real world applications Minimum of 15 years marketing & sales experience Minimum of 10 years training & facilitating experience Extensive global network of marketing specialists to deliver seminars & workshops Our lead instructor is Tim Ennis, President of Ennis Associates and lead partner in our global training and consulting network. Tim has extensive marketing and sales experience with Coca-Cola, Nabisco and Becton Dickinson Healthcare
Slide 9: Quotes From Ennis Associates Executives “Our greatest joy is helping marketing professionals build their capability and achieve sustainable growth for their brands.” “All of our workshop facilitators are highly respected and have extensive experience working in key positions within consumer packaged goods companies.” “Following the presentation of an Ennis Associates program, clients consistently organize teams to identify the best way to implement the learning’s from the workshop.” “The principles that students learn in an Ennis Associates workshop can be applied immediately once they return to their current brand assignments.” “Ennis Associates’ marketing workshops are appropriate for both U.S. based marketing companies as well as large Global marketing organizations.” “Our seminars are not courses in the basics, but rather progressive investigations of marketing problem/solution scenarios.”
Slide 10: Marketing Competency Overview Marketing Seminars & Workshops
Slide 11: Competencies Definition “Any skill, knowledge or behavior, the possession of which is associated with success in a given role or organization”. All Competencies are important for satisfactory career advancement. Some are general and will be needed in all jobs, others are specific to the functions required by different positions. GENERAL Applicable to all management roles across the company FUNCTIONAL Applicable to all professional roles within a business function
Slide 12: General Competencies General Competencies describe the skills, behaviors and knowledge underpinning success for senior executives and managers. The are clustered under three main headings: VISION ACTION (What) Concerned with getting the job done. Understanding the direction which the organization is heading. Seeing and communicating the big picture to others. PEOPLE (How) Demonstrating and modeling appropriate behavior and values. The competencies the managers are expected to work with depend on their level within the organization. There are two distinct groups of general competencies, for: • Senior Executives • Functional Management
Slide 13: The General Competencies Senior Executive Competencies Visionary Leadership Entrepreneurial Insight Conceptual Flexibility Global Mindset Consumer/Customer Orientation Strategic Leadership Achievement Oriented Initiative Decision-Making Teamwork Identifying & Developing Talent Influence Delegation of Authority Functional Management Competencies Leadership Global Mindset Consumer/Customer Orientation Planning & Organizing Achievement Oriented Innovation & Creating Decision-Making Teamwork Identifying & Developing Talent Interpersonal Communication Vision Action People Each level describes a set of behaviors related to leadership and management Note: Shading indicates where competencies closely match
Slide 14: Functional Competencies Functional Competencies are for specific functions, irrespective of the level of job They would be relevant both to a Category Sales Manager and an Assistant Marketing Manager
Slide 15: Critical Marketing Competency Areas To Contribute to the goal of Brand building, every marketer needs strong competency in each area below:      Brand Equity Strategy & Management Consumer Understanding, Insight and Implications Information Analysis & Research Strategy Development & Business Planning Program Implementation a) Advertising b) Media c) Packaging d) Promotion e) Product Development f) Pricing g) Trade Marketing
Slide 16: Marketing Workshops Overview Marketing Seminars & Workshops
Slide 17: Workshops Offered By Ennis Associates Brand Management Process: Overview & Understanding Brand Equity Management & Positioning Market Strategy & Planning: Annual Business Plans Creative Strategy & Execution: Generating “Breakthrough” Ideas Promotion Development: Achieving Short & Long-Term Needs Consumer Understanding: Market Research & Consumer Insights Innovation: New Product Ideation & Concept Development
Slide 18: Brand Management Process: Overview & Understanding Learning Objectives Provides an organized process for evaluating and managing a Brand Understand the importance of the Brand Equity Achieve a deeper understanding of the Marketing Strategy & Planning Framework Gain insights into the true Growth Drivers of the business Develop clear Marketing Objectives which deliver the company’s Business Objectives Understand what Marketing Strategies will best influence consumer behavior
Slide 19: Brand Equity Management& Positioning Learning Objectives Understand the importance of Brand Equity to the Company’s competitive strength and profitability Know the Cause-Effect chain of elements of Brand Equity well enough to track symptoms (e.g. sales problems) back to causes (e.g. weak consumer perceptions relative to competition) Understand the Brand Architecture format Understand the importance and role of Positioning in focusing their brands competitive premise Know that they are responsible for building their brands through all elements of the marketing mix
Slide 20: Market Strategy & Planning: Annual Business Plans Learning Objectives Understand the components of the Brand Scorecard and be able to analyze Scorecard results and identify critical implications for Brand strategy, planning, and tactics Be able to develop Strategic & Annual business plans which proceed from a high level strategic analysis and thought using the “Less is More” concept Have gained a high degree of competency through hands-on experience with key elements of the planning process Know how to use the Company’s Brand Planning Toolkit and Templates
Slide 21: Creative Strategy & Execution: Learning Objectives Generating “Breakthrough” Ideas Understand the components of the Brand Scorecard and be able to analyze Scorecard results and identify critical implications for Brand strategy, planning, and tactics Have developed workable skills in creating Briefs using the template insightfully and in a way that motivates focused creative excellence Have developed skills and experience with the 3 step evaluation process: Get the “Big Idea”, Is It On-Strategy, Ensure Strong Impact Understand the importance of the advertising “Big Idea” and of identifying it before making Executional comments Understand the need for different types of advertising at different stages of category and brand development
Slide 22: Promotion Development: Achieving Short & Long-Term Needs Learning Objectives Understand that promotion impacts the brand’s long-term health Understand the role of promotion in implementing the brand’s overall marketing strategy Have developed skills in developing: Quantified promotion objectives Promotion strategies that clearly identify: Target Audience, Desired Actions & Timeframe Develop insightful Promotion Briefs that tie-in with other planned marketing activity Select the optimum promotion activity that will have the desired impact against the prime target audience Review promotion evaluation methods & payout
Slide 23: Consumer Understanding: Learning Objectives Market Research & Consumer Insights Have the ability to use market research to fill key knowledge “Gaps” about consumer needs Understand their role as leaders of the research process and that they are not to be research practitioners Be able to create an effective Research Brief and especially how to ensure that the action standards are appropriate and clear Understand the main research options within both qualitative & quantitative and develop a working knowledge of which to use for what type of learning Develop skills in using research, both reading/interpreting quantitative and observing focus groups, to identify insights
Slide 24: Innovation: New Product Ideation & Concept Development Learning Objectives Understand the three cornerstones of New Product success: Identifying a New Product Strategy Having a Structured New Product Development Process Ensuring Commitment to Allocate Resources Understand the five key steps to generating “Breakthrough” New Product Ideas Understand the importance of Brand Equity to the long term success of the New Product Understand the New Product Brand Architecture format Understand the key elements of a Positioning Statement and be able to develop one for your New Product concept
Slide 25: In-House Marketing Workshops Tailored to Your Specific Needs Marketing Seminars & Workshops
Slide 26: Advantages of In-House Training Workshops We use research and internal interviews to develop a curriculum that addresses marketing concepts of importance to your firm The workshop curriculum is reviewed with management to ensure key topics best meet your company’s goals Your own company advertising, promotions, media and case histories are integrated into the program Confidential planning issues can be discussed in class Workshop facilitators are available to review individual marketing problems by brand and/or product categories Workshops can be structured as a series to cover related topics or changing situations
Slide 27: International Training Workshops Integrating Global Best Practices With Local Country Needs Marketing Seminars & Workshops
Slide 28: 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
Slide 29: Extensive International Experience Tim Ennis has personally conducted seminars and workshops in the following countries over the last two years Bahrain Canada Chile China Ecuador England Germany Guatemala Hong Kong Indonesia Malaysia Philippines Singapore Sri Lanka Taiwan Thailand United Arab Emirates Vietnam
Slide 30: Ennis Associates Contact Information Marketing Seminars & Workshops
Slide 31: To Contact Ennis Associates For more information you can contact Ennis Associates as follows: Our website address is www.ennisassociatesinc.com Our email address is seminars@eaimarketing.com Our phone number is 800-914-4194 Our fax number is 800-914-4594