New Products Development and Innovation: Branding and Marketing

Date and Time: 14th February 2019
Location: Thornton Science Park, CH2 4NU
Cost:  Fully Funded

These workshops are for I2C Project Members – if you are not yet registered to the fully funded I2C Project you can still apply for tickets below as a ‘non-member’ and you will be contacted to check your eligibility to register for the project. For any queries please email:

The Basics
• Great Idea – what does it do?
• Placing innovation into the context of YOUR organisation: how is it defined and to what degree is it your differentiator?
• Business Value Proposition?
• Introduction and Use of Strategyzer ‘Business Canvas’ and ‘Value Proposition’ models along with breakout sessions to embed learning.
• Who is going to buy it? Mapping Features, Benefits, Value to Customer needs, wants, demands, alternatives. Innovation Gap
• Presentation and Practice in usage of Positioning and Positioning Statement to enhance the work on the Strategyzer models above and to anticipate a ‘pitch’ for the later segment on Selling.
• Supply Chain – How do you resource? Who will make it? Deliver it? Buy, build, partner
• Interactive discussion on key components and pitfalls – including background and sharing of my own experiences in procuring contract manufacturer services for new products.
• Market Research – Competition, trends, market sizing
• Overview of Qualitative and Quantitative routes.
• Sources and use of desktop data,
• How to acquire and develop qualitative intelligence as you go about your daily work across the organisation
• Techniques on competitive analysis (SWOT, PEST etc.)
• How to approximate market sizing simply
• Commercialisation strategy
• Product management, development of costing, Pricing for profit and as a positioning statement etc.

• Branding.
• What brands are for as differentiators? Interactive activity on successful examples.
• How a well-managed becomes a specific asset to your business.
• Why are we doing this?
• Defining Business purpose
• How are we doing this?
• Use of breakout session to demonstrate techniques for brand mapping and defining mission and brand purpose
• What are we making/selling?
• Discussion on examples of businesses mingling product and service into a cohesive offer
• What is the value chain?
• What is the business Ethos?
• The importance of alignment of culture and climate with externally articulated brand values and identity
• How do we leverage and differentiate?
• What makes us different!
• Reprise on the use of the Canvas and Value Proposition models above to define and distil a distinctive offer – and how it is articulated
• Synergising the component 5Ps of Marketing Strategy to demonstrate the intelligent use of ‘mix’ to create differentiation

Sales and Marketing – Go To Market Strategy
• Routes to market.
• Presentation of an alternative ‘classic’ marketing strategy framework (MacDonald& Wilson) which presents the classic 4Ps approach – plus that of ‘People’.
• How the ‘Place’ element within the 5P’s of Marketing Strategy is used to define the battleground: Sectors, Channels, Territories and market segments
• How to sell and to whom.
• Presentation of the AIDA model to demonstrate and build confidence that Sales is largely a process.
• Dealing with objections and working towards a ‘close’
• Clear message.
• Marketing tools – Websites, e-mail, social media etc.
• Overview of the promotional mix components
• Overview of both online and offline tools, stressing the need for alignment with needs of the defined market segment
• Building databases.
• How to create a simple Excel-based version – versus some examples of more sophisticated CRM solutions
• GDPR revisited – Basic overview of the Regulation, what is likely to be enforced, the cornerstones of ‘consent’ and ‘legitimate usage’, and good practice as recommended by ICO

Please register your interest here

Alternatively please contact Jim Colston
tel – 01244 512381
mobile – 07557 812592