The science of competitive differentiation

Date: 30 September 2008

Location: One Great George Street, Westminster, London, SW1P 3AA

Overview: In a world where input costs continue to increase and prices are squeezed through competitive pressure, informed customers and macroeconomic factors, building margin through differentiation has never been more important to the boards of Mid Tier Companies.

Many marketing programmes intent on building profitable revenue could benefit from analytical rigour and evidence, rather than from intuition, precedent or industry best practice.

This seminar will address the four major building blocks of competitive differentiation - Customers, Brand, Channels, Marketing and Sales, together with building a robust and dynamic operating platform to improve both revenue and margin.

Using a combination of theory and case study, this seminar will review how to:

• develop a profitable customer strategy
• manage price optimally
• benchmark your multi-channel strategy effectively
• ensure you are investing in the right areas in order to improve the overall experience of your customers.

Timings: