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A clear NPD process that leads to effective innovation and market successOverview Developing and launching successful newproducts is a key marketing value driver.Successful innovation ensures that your productsstay competitive and that growth opportunitiesare not missed. However extensive researchindicates that failure rates in this area are high.Developing and implementing a proven newproduct development (NPD) process increasessuccess rates, together with managing the otherkey factors that drive results. Benefits to you and your company You will understand what innovation is, definitions,benefits and principles of good innovationmanagement. You will apply idea generation andscreening techniques, concept and branddevelopment frameworks and understand keyissues in launching a new product.Given that it costs a significant amount to launcha new product, senior management shouldensure that the NPD process is sufficiently robustto keep the risk of failure to a minimum. Theprocess presented is applied by many marketleading organisations so this knowledge willsignificantly improve your organisation's chancesof market success. Who this course is forManagers and executives, irrespective offunction, who are or expect to become involvedin the development of new products and theinnovation process within their organisation.What you will learn ßWrite a new product strategy statement.ßRecognise and apply a number of techniquesused to generate new product ideas.ßApply a number of techniques used to screennew product ideas.ßDevelop a clear positioning concept and brandstrategy statement for a selected new productidea.ßUnderstand the major factors contributing tosuccess and failure in new productdevelopment and assess your company'scurrent performance.ßDevelop an action plan for improving NPD inyour own business.ßImprove the effectiveness of yourorganisation's new product developmentprocess.Learning approachßThrough the use of many up-to-date examplesof successful innovation and a live case study,delegates will have the opportunity to applythe steps in the NPD process.ßThis reinforces learning in a fun and interactiveenvironment, making application easier backat work. Introduction to NewProduct DevelopmentBook 59Product Management7 CPD hoursCoursecode0631Level FoundationDuration1 dayVenues and datesLondon201114September08December201219April06September13DecemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßNew Product, Service and Business ModelInnovation (p62) one of our 130 trainingcourses can be delivereddirect to teams in-houseWe can work with you to create anddeliver learning and developmentsolutions that will drive teamperformance and improve results...To find out more contact ourcorporate training advice team on...Tel: +44 (0)1628 427250Email: developed to meetyour specific needsMore complex solutions coveringskills gap analysis, through toplanning, development and delivery

Vital practical application - taking youbeyond product management theory21 CPD hoursCoursecode0425Level AdvancedDuration3 days Venues and datesLondon201204-06JulyMoor Hall, Berkshire201105-07September201211-13January11-13April14-16NovemberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and This course is for product managers who need tobe taken seriously by their sales team, R&D andothers. It offers more than just standard productmanagement theories and tools. It gets into thepracticalities of being a credible product managerin the real B2B world. It shows how to construct aplan and use tools to manage a portfolio ofproducts, but it keeps the focus on overcomingthe ten most common obstacles that can causethe product marketing plan to fail in practice. Benefits to you and your company Your role requires you to persuade other peopleto cooperate and implement your productmarketing plan, so your credibility is crucial if youare to be seen as more than just a productexpert. You will learn how to construct a realisticstrategy for your product portfolio that stands upin the real world and to argue the case for it, withconfidence and conviction. Your product plan will be in line with thecompany's bigger strategy, objectives andpositioning, so the actions of sales people, andothers who are required to implement the plan,will be more strategic, ensuring that yourcompany has a profitable portfolio both now andin the future.Who this course is for This course is for product managers operating inbusiness to business markets, particularly thosefrom a technical or sales background. Productmanagers who realise the difficulty of creatingproduct plans and having them implemented inpractice, will benefit greatly from this course.What you will learn ßCreate a realistic product marketing plan.ßThink and act strategically.ßCreate a fit between a market's requirementsand your company's capabilities.ßGet incisive information from the customer'sdecision making team.ßDiscover value for value propositions.ßChange sales force behaviour with the valueproposition.ßApply the product marketing mix realistically.ßWin product preference.ßAlter the company's value chain for differentproduct markets.ßGet distributors to co-operate with your plan.ßDevelop and maintain your brand position. ßWin and manage internal commitment toproduct management strategies.ßMeasure success in product markets.Learning approachA combination of presentations, discussions,exercises, practical examples and case studies.Application to the real world is brought intofocus through the tutor's personal examples ofB2B practice and through recorded interviews. Product Management - Business to BusinessThe strategic approach to managingproducts and services in consumermarkets 21 CPD hoursCoursecode0426Level AdvancedDuration3 daysVenues and datesMoor Hall, Berkshire201107-09September05-07December201223-25April17-19September17-19DecemberResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and End to end management of products and rangesrequires an all-rounder to build ownership of theproduct, leading to seamless integration ofstrategic and tactical issues. The result is a robustand sustainable product portfolio with profitablecustomers and enhanced loyalty. Benefits to you and your company You will be able to produce and manage productplans based on market awareness and strategicfit. Select a sound positioning strategy thatcomes alive in your marketing mix.The business will benefit from strong productranges and be better able to respond to changingand increasingly challenging market conditions.Who this course is forThis course is for product and brand managers,with several years experience, working inconsumer categories. It will also be of use toothers who work closely with product managers,eg. sales managers, marketing managers andgeneral managers in medium and smallerbusinesses who have product responsibilities. What you will learn ßUnderstand roles and responsibilities,common problems and re-visit the basics.ßThink strategically and translate this intotactical action, especially using a structuredapproach to auditing and category reviews.ßUse best practice in segmentation, targetingand positioning as the key to developingcompetitive advantage and a strong valueproposition.ßDevelop a roadmap for product development.ßManage the product range around life cycleplanning and other matrices.ßUnderstand finance, pricing models and usefulmetrics.ßUnderstand forecasting and work with salesand other teams. ßUnderstand and use influencing skillseffectively.ßDevelop successful channel management.ßMake the business case and create formalplans for going to market.ßKnow future trends including newdevelopments in branding, communicationand using social media. ßBring the marketing mix to life through a well-chosen positioning strategy.Learning approachThe course is informal and participative, focusedon practical and current examples from the realworld, using exercises, cases and discussion tobuild a structured approach to managing productranges effectively.Product Management - Business to ConsumerProduct Management60Training bookings and advice +44 (0)1628 427200Residential optionResidential option