Challenger Brands: Competing Against the Leader
Let’s be honest: everyone wants to be number one, but we are mostly number… “something along the ranking”? That’s pretty frustrating, unless you are willing to accept that.
For all those who are not happy to be number 2 (or number 22), this is a kick-starting course on how to play David and challenge your category Goliath, so you can become the leader.
Detail
| Date: | |
| Duration: |
2, day(s) 9:00AM - 5:00PM |
| Fee: | $780.00 |
| Venue: | 51 Anson Road, #03-53 Anson Centre Singapore 079904 |
Fees are subjected to prevailing GST of 7%
For more information, please contact JobsDB Learning at 65788111 or email to learning@jobsdb.com.sg
Payment must be made before the commencement of the workshop. No cancellation is allowed 7 days prior to workshop.
Outline
This course looks to embed a deep understanding of what challenger brands are, how you can learn from them and the
tools required to make that transformation come to life.
You will learn how to successfully challenge your category leader (like Apple has in Music or Mobile Telephony). For
those who are number one, this course teaches you how to stay ahead and keep the attitude of David, even if you are
the industry Goliath (like Nike does, for example).
This two-day course has been developed together with a UK consultancy called Eat Big Fish, who specialises in
Challenger brands, from their 10 year study of Challengers. From this course you will take away the fundamental tools
to dramatically shift your brand into the next level of growth.
Facilitators
Mário Braz de Matos is a seasoned Marketer in FMCG with Unilever and durable goods with Nokia, who has recently
transitioned into consultancy and entrepreneurship. He has extensive experience in Brand Management, Brand
Activation and Brand Development. As part of his local and European roles he was responsible for multiple innovation
projects, brand identity exercises, strategic brand repositionings including extensive graphical and structural design
work, across a number of different brands (Blue Brand, Rama, Flora, Calvé, Hellmann’s, Knorr, etc) which led to
multiple success stories including turning around declining brands and achieving category leadership.
His experience across both Innovation Centers and local companies, developed markets (like UK or Germany) and
developing markets (like Nigeria or Pakistan), small countries (Portugal) and large countries (Brazil) provide him with a
unique breadth of marketing experience across multiple product categories.
Speaking five languages and now living in his 10
th
country (Singapore), his international exposure and regional work
across Europe, Middle East, Africa and Latin America provide for a very strong understanding of the challenges of the
marketing function and the uniqueness of consumers across landscapes, as well as their deep commonalities. Having
worked extensively in regional roles, he also understands better than many, the intricate difficulties in managing multicountry matrix organisations.
He remains involved in FMCG through his Consultancy and is developing an entrepreneurial project in the US.