Marketing Seminars & Workshops

Marketing Excellence Training Solutions

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

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) Advertising

b) Media

c) Packaging

d) Promotion

e) Product Development

f) Pricing

g) 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 seminars@eaimarketing.com

Our phone number is 800-914-4194

Our fax number is 800-914-4594