COMPETITIVE PRODUCT DEVELOPMENT
As every area of publishing becomes more competitive, it's crucial to
be able to develop new products which really are better and different
Using activities and group work, you will learn a range of techniques to
create successful new products and to communicate their value to customers.
Programme
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Thinking about your customers
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The advantages of segmentation
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Relevant bases for segmenting your market
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Identifying high-value segments
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Thinking about your competitors
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Market mapping
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Marketing warfare
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Inventing a winning product
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Identifying the benefits that matter
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Playing to your strengths
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Differential advantage analysis
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Generating new ways to compete
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Articulating what's better and different
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The customer value proposition
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Focusing on the key benefit delivered
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Identifying the reasons to believe
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Clarifying why it's better than the alternatives
Who will benefit from this course?Publishers, Product
Development Managers, Business Development Professionals
Your
tutorKay Symons is a publishing consultant with 30 years'
experience with some of the foremost educational publishers in the UK. She
worked at Harcourt for 20 years, initially as humanities publishing
director and eventually becoming MD of Heinemann Secondary and Vocational
during a period of huge success from 1997-2004. She was then seconded to
take an international executive MBA programme at Henley Management
College. After that, she fulfilled a number of roles working on strategic
projects, as Marketing Director and as Harcourt's first Customer Focus
Director.
Note that most of our open courses can also be run as in
company events.
