**Delegates from Singapore companies can now pay as low as 1/3 of the course fees under the Productivity

and Innovation Credit (PIC) Scheme!!** Please refer to terms and conditions below.

Product Launch Marketing

Make emotion an integral part of your product launch marketing to drive competitive advantage and revenues
JW Marriott Hotel, Kuala Lumpur, Malaysia 4th - 5th October 2012 Testimonials:
An incredibly through and meticulous marketer. His comprehensive and commercial marketing knowledge allows him to take a product and turn it into a true marketing proposition.
~ Head of Strategic Marketing, Nokia Global

Course Facilitator:

Dr Dr. Darren Colem Coleman Managing Consultant, Wavelength Marketing Visiting Lecturer, University of Birmingham, UK Chartered Marketer The Chartered Institute of Marketing
Publications: B2B Service Brand Identity: Scale Development and Validation, Industrial Marketing Management, Volume 40, Issue 7, Pages 1063-1071, October 20, 2011. Co-authored with Professor Leslie de Chernatony and Professor George Christodoulides

Always adopts a professional and comprehensive approach coupled with a detailed knowledge of his subject.
~ Director of Customer Base Marketing, Orange Group

What we have here is a man who is a deep thinker. Its clear this is someone who serves his clients well by giving them valuable strategic advice.
~ VP Marketing and Social Evangelist at Sprinklr.

Capitalize on the expert knowledge to gain maximum value on these vital issues:
OBTAIN psychographic customer insights that facilitate customer intimacy MASTER how to communicate your products value proposition succinctly APPRECIATE how product based strategies are being replaced by brand experiences. REALIZE how co-creation provides opportunities for your brand to engage with customers and drive the nancial performance of your product APPLY a range of strategic product analysis tools to your business UNDERSTAND how to use the Innovation Funnel at your organization to structure product development IDENTIFY Innovation Funnel management challenges and solutions DISCOVER how advanced statistical techniques can provide product design, segmentation, positioning and nancial insights (introductory level) CLARIFY your products brand (values, essence, promise and positioning) UTILIZE key brand enablers e.g. visual identity, brand personality, communications, multisensory cues to develop a holistic brand experience for your product UNDERSTAND how to create and take a differentiated product brand experience to market DETERMINE how your brand can engage in conversations with customers using social media
UNI training courses are thoroughly researched and carefully structured to provide practical and exclusive training applicable to your organization. Benets include: Thorough and customized programs to address current market concerns Illustrations of real life case studies Comprehensive course documentation Strictly limited numbers

FREE TAKEAWAY!! A range of strategic product launch tools and mental models you can use at your organization the next day

Productivity and Innovation Credit (PIC) Scheme

All businesses in Singapore can enjoy up to 400% tax deduction for external trainings* provided by UNI Strategic Pte Ltd for up to a total of $ 800,000 (for year 2011 and 2012 combined) and after which 100% deduction for the balance expenditure exceeding the cap of $800,000. You can enjoy up to 68% of tax savings from attending our trainings which means you only need to pay 1/3 of the course fees Alternatively, businesses can opt for a non-taxable cash payout option of 30% of up to $200,000 (year 2011 and 2012 combined) meaning up to a maximum of $60,000
* * * This includes both trainings in Singapore and overseas Both local and foreign employees are eligible Course fees only

Ofcial Hotel

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Workshop Overview
Developing and delivering products customers desire lies at the heart of business success. Businesses frequently jump to commercial product launch without considering fundamental strategic issues. The result? A functionally-driven value proposition, confused brand positioning and ultimately disappointing product performance. This highly interactive 2-day workshop shares the latest product launch marketing techniques and tools that help drive product launch success. Given product launch is a strategic activity this workshop is suited to senior executives, C level executives or senior managers who play an active product launch role. The rst day explores the concept of product, value proposition development, strategic product development models and the Innovation Funnel. These provide the foundation for the second day where delegates consider their products brand, strategic segmentation, targeting and positioning. The second day closes by exploring the crucial brand engagement role social media plays in product launch communications. Each session is based on trainer input, application of content to delegates organizations and group based discussion. Relevant case material is explored and evaluated where appropriate. This provides delegates with new and novel insights based on other organizations experiences.

DAY 1 | 4th October 2012

PRODUCT FOCUS: UNDERSTANDING YOUR CUSTOMER AND VALUE PROPOSITION Who is your target customer? Understand your target customer psychographically The importance of customer insight and metrics at an early stage of product development Clarify your value proposition Case Study: Brand Personality at Diet Coke and The UK Child Care Trust PRODUCT AND NEW PRODUCT DEVELOPMENT: DEFINITION AND SCOPE What is a product? Explore the core, tangible, augmented and experiential product Is there such a thing as a pure product anymore? The Service Dominant Logic: A new marketing paradigm for products? Product launch - critical success factors Case Study: Service Dominant Logic at Dell Computers, Nike iD and Rolls Royce STRATEGIC PRODUCT MARKETING MODELS AND ANALYSIS: EXPLORATION, APPLICATION AND EVALUATION Diffusion of Innovations Product Life Cycle (multiple) Portfolio Analysis Models Optimize product design to drive demand (An introduction to Conjoint Analysis) Holistic application of strategic product marketing models to your organization STRUCTURED PRODUCT INNOVATION: AN INTRODUCTION TO THE INNOVATION FUNNEL Innovation New Product Development? An introduction to The Innovation Funnel Monitor the effectiveness of the Innovation Funnel with metrics Application of the Innovation Funnel to your organization Problems with the Innovation Funnel Solutions to Innovation Funnel problems Innovation Funnel warning points Case Study: Innovation at Lego & Philip Kotler on Innovation

DAY 2 | 5th October 2012

STRATEGIC PRODUCT BRANDING I: DEFINING YOUR PRODUCTS BRAND The business case for brands The importance of emotion: Neuroscientic evidence Brand essentials (values, promise, essence and positioning) Utilizing brand essentials and neuroscience knowledge to build a brand that connects emotionally with your target customer STRATEGIC PRODUCT BRANDING II: IMPLEMENTING YOUR PRODUCT AS PART OF AN ENGAGING BRAND EXPERIENCE Brand personality Corporate visual identity systems Human resource initiatives Employee and client focus Consistent communications Multisensory branding Develop a holistic approach to product branding Case Study: Employee Branding at Air Asia & Developing a Brand Experience at a Global Medical Healthcare Company PRODUCT MARKETING STRATEGY: SEGMENTATION, TARGETING AND POSITIONING The segmentation imperative Forms of strategic segmentation (B2C / B2B markets) Segmentation research techniques (cluster analysis / correspondence analysis) Justify an approach to segmentation to your business Approaches to positioning Understand your brands points of difference and parity Perceptual maps Case Study: Segmentation at Best Buy (USA), Brand positioning in the UKs Educational Sector Using Advanced Statistical Modeling TAKING YOUR PRODUCT TO MARKET: LEVERAGING BRAND-CONSUMER CONVERSATIONS, EMOTIONS AND YOUR VALUE PROPOSITION TO DRIVE BRAND ENGAGEMENT The communications mix mantra co-ordination and consistency are keys Develop the brand-customer conversation

Strategic Social Media Connect the conversation, your brand and your product Social media metrics CLOSING COMMENTS AND SESSION REVIEW Review key points and highlight how each session connects

ABOUT YOUR COURSE FACILITATOR

Dr. Darren Coleman has almost 20 years of product marketing experience. This spans product development, product launch and product re-launch/revitalization projects in the UK, continental Europe, the Middle East and Japan. He has helped brands such as Orange (UK and Group), BUPA, Standard Life, Nikon, Volvo, The British Government, Elsevier Publishing, University of Birmingham and Aston University take new products to markets in a range of sectors including mobile telecommunications, nancial services, healthcare, education, construction and professional services. Darren helped launch the worlds rst location based services retail offer (similar to Facebook Places) in the UK. He also helped Orange Group launch multimedia messaging services (video, picture, sound) across continental Europe to a user base of approximately 55m users. Darren is the Managing Consultant at Wavelength Marketing. Wavelength offers brand advise, insight, training and design to organizations that expect marketing to deliver measurable nancial returns. Wavelength specializes in helping companies launch or relaunch products via a range of specialist advisory services. These include target market prole, product value proposition development, product design optimization, segmentation, brand strategy, launch plan development, launch communications and brand positioning. The advice Wavelength provides clients with is driven by advanced statistical analysis. Darren frequently speaks at international conferences on brand marketing in the UK, continental Europe, Middle East and Asia. He holds a PhD in brand marketing (University of Birmingham, UK), a MA in marketing (University of Nottingham, UK) and is a Chartered Marketer with the Chartered Institute of Marketing. He is a Visiting Lecturer in Brand Management at the University of Birmingham. Partial List of Companies that have Beneted from Darrens Expertise: Orange Sony Corporation France Telecom Citigroup Volvo Nikon Toshiba Credit Suisse Sumitomo Bank The British Government The Chinese Government Bank Islam IDLC Finance Toyota Roche Diagnostics CCM Pharmaceuticals Tupperware Brands Elsevier Publishing Japan Airlines All Nippon Airlines BUPA Arabia Standard Life Insurans Islam Taib The University of Birmingham Aston University

WHY YOU CANNOT MISS THIS EVENT:

After attending this workshop youll: Have developed a deeper and broader understanding of what a product is. Appreciate why you need to build emotion into your products value proposition. Understand your target customer psychographically. Have applied a range of strategic product marketing frameworks to develop your product launch knowledge. These models will also act as mental models / reference points for subsequent product launches. Start to think about service and experiences as part of your products value proposition and sources of differentiation. Explore a structured approach to innovation via the Innovation Funnel. Appreciate how behavior, communications, emotion, design and multisensory cues drive product performance. Have the condence to segment your market in detail and justify why you have decided to target certain segments over others. Understand your position your products competitively based on points of parity and difference. Have the condence to justify your product launch strategy to a range of stakeholders. Have new ideas on how your product can connect emotionally with its customers. Develop more powerful and robust product launch strategies due to the thought ownership the workshop creates. Appreciate how to use social media to start conversations and generate a buzz around your product.

WHO SHOULD ATTEND

The workshop will prove particularly worthwhile for CEOs, Heads, VPs, Directors, Heads of Departments, Managers and Executives, responsible for: Marketing Product Development/ Management Branding Sales and Marketing Business Development Channel Marketing
In-House Training Cost effective In-house courses, tailored specically to your organisations needs, can be arranged at your preferred location and time. If you would like to discuss further, please contact our In-house division at iht@unistrategic.com.

Programme Schedule
(Day 1 & Day 2)
08:30 Registration Morning Session Begins Refreshments & Networking Break Luncheon Afternoon Session begins Refreshments & Networking Break Course Ends 09:00 10:40 - 11:00 12:45 14:00 15:30 - 15:50 17:00

PRE-COURSE QUESTIONNAIRE To ensure that you gain maximum value from this course, a detailed questionnaire will be forwarded to you upon registration to establish your exact training needs and issues of concern. Your completed questionnaire will be analysed by the course trainer prior to the event and addressed during the event. You will receive a comprehensive set of course documentation to enable you to digest the subject matter in your own time.

Product Launch Marketing

Sales Contract
Please complete this form immediately and fax back to

Venue and Date

JW Marriott Hotel, Kuala Lumpur, Malaysia Workshop 4th - 5th October 2012

MIKE (LDA): (65) 6825 9580

DELEGATES DETAILS
Name:______________________________________________

Workshop Fee
SGD 3,195 per delegate

Position: ____________________________________________ Email: ______________________________________________ Name: _____________________________________________ Position: ____________________________________________ Email: ______________________________________________ Name: _____________________________________________ Position: ____________________________________________ Email: ______________________________________________

SGD 2,995 per delegate if 2 or more delegates sign up

Fee inclusive of course documentation, luncheons, refreshments and 15% services charge. The above amount payable is net withholding taxes or any other taxes, if any.

Registration and Enquiries

UNI Strategic Pte Ltd 20 Science Park Road, #01-26/30, TeleTech Park, Singapore Science Park II, Singapore 117674 Contact MICHAEL LIM (LDA) Direct Line: (65) 6825 9561 General Line: (65) 6825 9579 General Fax: (65) 6825 9580 Email: michael.lim@unistrategic.com

*Company Details
Organisation: ________________________________________ Address: ____________________________________________ ___________________________________________________ ___________________________________________________ Town:____________State:___________Postcode:___________ Tel: ( )__________________ Fax: ( ) __________________

Payment Method
Credit Card: Please debit my VISA MASTERCARD

Card Holders Name:_________________________________ Card Number:

Nature of Business: ___________________________________ Company Size: ______________________________________

Security Code:

*Finance Department Contact Details

Name: _____________________________________________ Position: ____________________________________________ Email: ______________________________________________ Contact Number: _____________________________________
Signature: _________________________Expiry Date: _____/_____ mth year

Hotel Accommodation
Accommodation is not included in the training fee. To make a reservation for accommodation at the training venue at our corporate rate, please contact the respective hotel. JW Marriott Hotel, Kuala Lumpur, Malaysia 183 Jalan Bukit Bintang, Kuala Lumpur (Wilayah Persekutuan) Malaysia Telephone: 60 3 2715 9000 Facsimile: 60 3 2715 7000 Email: jwmresvsupv@ytlhotels.com.my Web: http://www.marriott.com/hotels/travel/ kuldt-jw-marriott-hotel-kuala-lumpur Room Reservation: jwmresv@ytlhotels.com.my
Event Code: SGT 1340

*Authorisation
Signatory must be authorised to sign on behalf of contracting organisation. Name: _____________________________________________ Position: ____________________________________________ Signature: _______________________Date:_____ /_____/____
This sales contract is invalid without signature & company stamp
*Mandatory eld

Cancellations/Substitutions If you are unable to attend, a substitute delegate is always welcome at no additional charge. All bookings carry a 50% liability immediately after a fully completed sales contract has been received by the UNI ofce. Please note that a written notice of the cancellation must be received via mail or fax 3 weeks prior to the event date in order to obtain the balance of the event fee as a credit to be applied against another UNI conference, summit or training course. All fees are inclusive of an 15% service charge, which is completely non-refundable and non-creditable. Cancellation of any event with less than 3 weeks notice prior to the event date carry a 100% liability, however the delegate will still be entitled to a complete set of course documentation. Payment must be made within 5 working days upon registration and in agreement, UNI will not be able to mitigate its losses for less than 50% of the contract value in case of dispute with the client or cancellation of this contract by any one party. UNI reserves the right to cancel or make any other changes to the content and timing of the events or speakers for reasons beyond its control. If for any reason UNI decide to amend these conferences, summits or training courses, UNI is not responsible for covering airfare, hotel or other costs incurred by registrants. In the event that UNI cancel the event, UNI reserves the right to transfer this booking to another event or to provide a credit of an equivalent amount to another event to be held within the following twelve months. INDEMNITY: Should for any reason outside the control of UNI, the venue or speakers change, or the event be cancelled due to an act of terrorism, extreme weather conditions or industrial action, UNI shall endeavour to reschedule but the client hereby indemnies and holds UNI harmless from and against any and all costs, damages and expenses, including attorney fees, which are incurred by the client. The construction, validity and performance of this Agreement shall be governed in all respects by the laws of Singapore to the exclusive jurisdiction of whose Courts the Parties hereby agree to summit.