BRAND TO PRODUCT MANAGEMENT (PIM, Karachi)

August 26 – 27, 2019

Venue: PIM, Karachi.

COURSE DESCRIPTION

A brand is more than a product. The aim of the workshop is to take the participants through the journey of transforming a product into a Brand by showcasing examples of how it’s done, sharing the tools used to do so and training the participants on the use of these tools.

COURSE CONTENTS

• Proposition birth and transformation into a product
• A look at the marketing and communication mix elements
• What is a Brand? How is it different from a product?
• What is Brand equity?
• What are consumer insights?
• What is Brand identity?
• Cascading a Brand’s identity internally
• Target market and Target audience distinction
• Positioning and how it works
• Cascading a Brand identity externally
• Measuring a Brand’s success
• look at the world and its challenges

Facilitator Profile:

Qashif Effendi has over 20 years international experience of working at CEO, Director and General Management positions in top multinationals in the MENA and South Asia regions. He has worked with Chevron (formerly Caltex), Philips, Unilever, Tetley, 180 degrees, Abu Dhabi National Industrial Projects company UAE and currently as CEO at Reem Rice Mills, Lahore, a JV of Al Ghurair UAE and Al Mohaidib KSA. During his career, he has turned around many ailing brands and taken them to great heights. Brands like Philips Whirlpool, Dalda Cooking Oil, Brooke Bond Supreme and Tetley achieved tremendous growth during his stewardship. He has also consulted for various companies such as Adamjee Insurance, Dollar Stationers, Shan Foods, Liberty Books and Szabist.