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Traditionally, marketing focused organisations believe in being market driven. As a result of careful market research to investigate customer needs, they develop differentiated products or services for a well-defined segment. However, while customers can help to generate incremental innovation, they rarely produce the sustainable competitive advantage offered by a market driving strategy.

Market driving organisations use radical innovation to challenge existing industry conventions. By educating customers about their new offering, they can transform marketplace behaviour and create new markets from overlooked customer needs. Market Driving Strategies examines how enterprising companies can cultivate successful market driving innovations that deliver a leap in value to their customers.

The programme covers three core themes:

Identifying overlooked customer needs
Re-drawing industry segmentation to create new markets

Reinventing the marketing mix
Using vision to create value with the four Ps

Delivering a leap in customer value
Overwhelming customer expectations with innovative solutions that seize advantage

Using case studies and group discussions, you'll embrace the creative challenge of seeing the marketplace differently and serving the customer in an unconventional manner. You'll explore how marketing innovation can be used to develop radically new and different value propositions that meet overlooked, latent and emerging customer needs.

As the five days progress, you'll address the strategic challenge of successfully marketing a unique concept that redefines customer expectations and substantially alters the landscape of your industry. You'll learn how unique business systems create, produce and deliver value propositions to customers and can also be the source of sustainable competitive advantage for your company.
Breakthrough initiatives require an environment that encourages experimentation, tolerates mistakes and gives inspirational ideas time to develop. This programme will help you and your company seek out vision, see opportunities where others do not and unleash market driving innovations that reshape your industry.

For further information on the Market Driving Strategies programme download the brochure. Alternatively email Mayo Dordi in our dedicated client services team or phone her on +44 (0)20 7000 7384.

Market Driving Strategies programme overview

• Registration and welcome.

• Identifying overlooked segments and unhappy customers
• Crossing the chasm – ensuring that your innovation is adopted by the wider market.
  
  

• Distribution innovation to overturn industry positions
• Truly innovative product development.
  
  

• From traditional advertising to buzz marketing
• Sustaining pioneering advantage.
  
  

• Changing industry dynamics
• Pricing to drive competitors crazy.
  
  

• Redefining customer expectations
• Business with a heart.