Sign up for the latest CHPTA virtual skills training course being held on February 12, 1:00 PM–4:30 PM (EST), and learn how to fully maximize the power of your brand through value proposition and differentiation and learn how to avoid or recover from commoditization.
Developing effective marketing and branding strategies is crucial for ensuring the sales success and profitability of your product or product line. This involves understanding the process of product commoditization and implementing measures to prevent it from occurring. Additionally, it is essential to have a contingency plan in place to address potential risks of commoditization and implement strategies for recovery if such an event occurs, thereby enhancing profitability.
“Very few hardline products and categories have actually been commoditized or are truly at risk of being commoditized if they are managed correctly. Allowing commoditization is just a race to the bottom where neither vendor nor retailer stands to benefit, and everyone sacrifices profitability. Even the consumer loses as commoditization stifles innovation and the desire to improve products.” Gerry Lubanszky, President, Goto Market Solutions
Topics for this course include:
1. The importance of branding in the go-to-market strategy
2. The offensive and defensive power of the brand
3. Brand value, positioning, and the competitive advantage
4. The role branding plays in commoditization.
5. What is commoditization really, and how do you know if your category or product is or is becoming a commodity?
6. Recognizing and avoiding the commoditization trap
7. Recovering from the effects of commoditization
8. Rebuilding the brand
Who would benefit from this seminar:
- Marketing Directors
- Brand Managers
- Product Managers
- Sales Directors
- Sales Managers
- Category Managers
CHPTA’s Skills Training Program is comprised of various professional development courses to help those in the home products industry advance their careers or grow their businesses.
They can be taken by anyone but are ideal for young and up-and-coming managers or new entrepreneurs to the industry who are looking for practical, affordable training. Courses will be taught by professional instructors who have experience working within the Canadian industry and can pass on their valuable knowledge.
