• 2020/6/11至2020/6/12 上海

• 2020/8/13至2020/8/14 北京

• 2020/10/29至2020/10/30 上海

课程收益

- To help marketing people to understand and experience the process of value proposition development for the brand
- To strengthen the competency of strategic thinking, enriching the tool kit of marketing planning.

面授大纲

1. Marketing fundamentals
* Marketing evolutions
* Marketing classifications
* Marketing challenges

2. VPH introduction
* Components
* Importance
* Applications

3. Target (identification)
* Market segmentation
* Target identification    4. Consumer insight
* What is insights
* How to generate the consumer insights
* Persona

5. Competitive environment
* Competitive analysis
* Value proposition mapping

6. Benefits / reasons to believe / discriminator
* FABE
* Brand positioning descriptio

7. Key success factors of VPH

8. VPH based IMC