Ennis Associates Brand Marketing Seminars

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


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 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 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


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


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


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

http://www.ennisassociatesinc.com/

mailto:[email protected]