Corporate Edge – Developing Business Acumen

Value Added Marketing

Equipping your people with the skills and techniques to identify & deliver market leading products or services that are fully aligned to changing customer needs

Meeting customer and consumer needs Market Analysis Innovation Communication Channel Development Change Customer Management

Market Analysis

  • SWOT analysis
  • Competitor landscape and analysis
  • Evaluate strategic options
  • Porters five forces
  • Market positioning


  • Defining market segments
  • Identifying customer needs
  • Customer perception mapping
  • Developing the customer offering
  • Price and value relationship
  • Superlative and differentiated value propositions
  • On sales, consumables, service


  • The marketing mix – seven P's
  • The role of packaging
  • Activation strategies - consumer interaction
  • Advertising principles - AIDA
  • Customer experience

Channel Development

  • Identifying channels for segments
  • Beyond traditional channels
  • Partnership development
  • Channel visibility
  • Supply chain availability
  • In store activation and theatre
  • Cost to serve


  • Product life cycle
  • Product and service evolution
  • Competitive mimicking
  • Keeping ahead of competition
  • Migrating customers up the value chain

Customer management

  • Customer relationship management
  • Retention strategies
  • Hunting new customers - trailing
  • Farming existing customers
  • Developing customer loyalty – reward