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With the globalization of manufacturing and rise of e-commerce, retailers, consumer packaged goods companies including food manufacturers, will need to be more agile in responding to shifts in consumer needs. With market uncertainly and fragmented brand preferences, companies need to innovate and adopt brand portfolio strategy to maximise strategic leverage and increase its values of their products.

A continuous flow of innovation in the form of eco-friendly packaging, healthier options, sustainable ingredients and unique offerings makes a brand much more attractive to retailers, resulting in better price-points, lower distribution fees and more prominent shelf space. The market conditions and disruptive trends will continue to drive the need for a sharper and more systematic way in managing a company’s brands and sub-brands.

This course prepares individuals to manage brand portfolio of products targeted at different market segments more effectively, thereby increasing sales performance, business growth and profitability.

Participants will learn to:

  • Review existing brand identity, image and its positioning, with an evaluation of product assortment;
  • Initiate the development of a brand architecture and portfolio strategy to keep pace with changing market trends, competition and consumer evolving needs;
  • Implement the brand portfolio strategy with knowledge of best practices and associated risks and challenges

Branding, Marketing & Business Development Managers, Senior Executives

Duration

Classroom: 13 hours
Assessment: 3 hours
Total: 16 hours

Award of Certificate

Learners will receive a Statement of Attainment (SOA) e-certificate upon completion of the course.

Course Fees* $834.60
Singaporean/PR aged 21 years and above $444.60
Singaporean aged 40 years and above $288.60
SME company sponsor

Note: Companies are eligible to claim absentee payroll of up to$97.50 after the training.

$288.60

*Fees quoted are inclusive of 7% GST

Note: The course fee shown is an estimate only. Course fees payable are subject to revision, funding eligibility and approval. Please contact us for details on course fees.

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