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Marketing Seminars & Workshops
Marketing Excellence Training Solutions
Table of Contents
Ennis Associates Overview & History:Mission, Vision & Brand Building PrinciplesEnnis Associates Competitive Advantage & Instructor ExperienceQuotes from Ennis Associates executives
Marketing Competency Overview:General & Functional CompetenciesCritical Marketing Competency Areas
Marketing Workshops Overview:Review and Learning Objectives of all Workshops Offered by Ennis Associates
In-House Marketing WorkshopsInternational Training WorkshopsEnnis Associates Contact Information
Marketing Seminars & Workshops
Ennis AssociatesOverview & History
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
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.
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
Ennis Associates Competitive AdvantageEnnis 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.
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
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.”
Marketing Seminars & Workshops
Marketing Competency Overview
Competencies Definition
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.
“Any skill, knowledge or behavior, the possession of which is associated
with success in a given role or organization”.
GENERALApplicable to allmanagement rolesacross the company
FUNCTIONALApplicable to all professional roles within a businessfunction
General Competencies
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
General Competencies describe the skills, behaviors and knowledge underpinning success for senior executives and managers.
The are clustered under three main headings:
Understanding the direction which the organization is
heading. Seeing and communicating the
big picture to others.
Demonstrating and modeling appropriate behavior and values.
Concerned with getting the job done.
VISION
ACTION(What)
PEOPLE(How)
The General Competencies
Visionary Leadership Leadership Entrepreneurial Insight Conceptual Flexibility Global Mindset Global Mindset Consumer/Customer Orientation Consumer/Customer Orientation Strategic Leadership Planning & Organizing Achievement Oriented Achievement Oriented Initiative Innovation & Creating Decision-Making Decision-Making Teamwork Teamwork Identifying & Developing Talent Identifying & Developing Talent Influence Interpersonal Communication Delegation of Authority
Vision
Action
People
Senior Executive Competencies
Functional Management Competencies
Note: Shading indicates where competencies closely match
Each level describes a set of behaviors related to leadership and management
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
To Contribute to the goal of Brand building, every marketer needs strong competency in each area below:
1. Brand Equity Strategy & Management
2. Consumer Understanding, Insight and Implications
3. Information Analysis & Research
4. Strategy Development & Business Planning
5. Program Implementationa) Advertisingb) Mediac) Packagingd) Promotione) Product Developmentf) Pricingg) Trade Marketing
Critical Marketing Competency Areas
Marketing Seminars & Workshops
Marketing Workshops Overview
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
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
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
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
Creative Strategy & Execution: Generating “Breakthrough” Ideas
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
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
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
Consumer Understanding: Market Research & Consumer Insights
Learning Objectives
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
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
Marketing Seminars & Workshops
In-House Marketing WorkshopsTailored to Your Specific Needs
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
Marketing Seminars & Workshops
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
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
Marketing Seminars & Workshops
Ennis Associates Contact Information
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 [email protected]
Our phone number is 800-914-4194
Our fax number is 800-914-4594