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 Bring out the best in you!

 In 1 day, learn these 5 basic practical things about competitive intelligence: (1) how to identify your brand's true competitor; (2) how to find out what that competitor is after, (3) how to uncover what it's doing to get what it's after, (4) how to discover how it's able to do what it's doing; and (5) how to find out what it will do next. The competitor intelligence methods that the seminar includes having a proven working track record without "bending the rules of ethics."

The materials of this seminar are based on Dr. Ned's research and consulting experiences in this exciting yet sensitive game. As it is in any game, the reality is that the competitor can range over “the good, the bad and the ugly. So there's danger in about two-thirds of the competitors you are likely to face over your entire career, and with only about a third of them can you expect to co-exist in relative peace and quiet. So how do you manage those two risque groups? The seminar answers this fundamental question with examples and cases of competitive intelligence methods that stand by the logic of "always playing fair even against the unfair."

Key benefits for participants
Each participant will learn:

• how to know and insight the competitor using simple, quick, cost-effective and ethical means
• how to avoid the ever present temptation of trying or eventually resorting to questionable intelligence methods that somewhat or even flagrantly bend the rules of ethics

Key benefits for companies
The company will gain:

• a simple ethical system of competitive intelligence that is just as strategic as the competitive intelligence system that claims being comprehensive, realistic and leaves no stone unturned in letting you know your competitor
• a welcome means for extending its company compliance program and "ethics program under its corporate governance committee or team to this sensitive side of the company's marketing strategy

Program Concept
Competition is not warfare. Therefore, the purpose of competition is not to annihilate the enemy. Its true purpose, in the words of Walter Wheeler, is to bring out the best in every player.The same spirit should guide your choice of competitive intelligence methods. It is a choice that doggedly takes what Ray Kroc, McDonald's founder and late chairman, called the positive approach (where you) stress your own strengths, emphasize quality, service, cleanliness and value, and the competition will wear itself out trying to keep up.

You, as a marketer, often have your definition of the competitor. But who is your true competitor as defined by your customers? How do you find out about this competitor's objectives, what it is after? At the same time, how to uncover its strategies, what it is doing to get what it is after? How do you discover its strategic resources, how it is able to do what it is doing? And most important of all, how do you find out its future strategies, what it will do next? How do you get to know all these without crossing the line of what is ethical?

Program Overview
Module 1: Who Is Your True Competitor?

• Marketer-Defined Competitor
• Consumer-Defined Competitor

Module 2: What Is Your Competitor After?

• Its Short- And Immediate-Term Objectives
• Its Long-Term Objectives

Module 3: What Is Your Competitor Doing To Get What It Is After?

• Its Market Segmentation Strategy
• Its Marketing Mix Strategy
• Its A&P, Distribution And Store, And Pricing Strategies

Module 4: How Is Your Competitor Able To Do What It Is Doing?

• Its Base Of Assets And Resources
• The Key And Critical Resource

Module 5: What Will Your Competitor Do Next?

• How To Predict And Validate
• How To Monitor And Track

Module 6: How To Cost-Effectively Learn All These

Case examples from the following product/service categories:

• Animal Health Products
• Beauty Care Products
• Beer
• Beverage
• Learning Events Services
• Milk
• Shampoo
• Sports Shoes
• Telecom

“Good refresher course” -- Jojo Angeles, Sales Admin Manager, Level Up

Recent participants Include:

• Market Research Planner of Bayer Cropscience, Inc.
• Associate Marketing Manager of Betis Crafts, Inc.
• Corporate Planning Officer of Excore, Inc.
• Marketing Research Officer of Goldilocks Bakeshop, Inc.
• Division Manager of Level Up, Inc.
• Trade Marketing Manager of Level Up, Inc.
• Manager, Sales and Product Manager of San Miguel Purefoods Company, Inc.
• Manager, Sales and Product Application of San Miguel Purefoods Company, Inc.
• Brand Manager of Universal  Robina Corporation
• Trade Marketing Supervisor of EKO Supreme LTD.
• Marketing Manager of Goldilocks Bakeshop, Inc.
• Sales Admin. Manager of Level Up, Inc.
• National Sales Manager of Level Up, Inc.
• Sales & Operations Manager of Monarch Agricultural Products, Inc.
• Manager, Sales and Product Applications of San Miguel Purefoods Company, Inc.
• Assistant Marketing Manager of Timberpro, Inc.
• OIC of VTL Agro Products, Inc.

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