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Join Inez Blackburn, President of MTI Market Techniques & Innovations Inc. and author of Pride Passion ProfitTM, 7 Steps to Category Development, for this exciting workshop!
Product life cycle management by definition is the development and deployment of strategies designed to maximize a product's potential. Products essentially go through defined "life stages" similar to a human being. The concept gained acceptance and momentum during the Industrial Revolution in an era where innovation had longevity and competitors were predictable. There was a strong focus on costs with realized efficiencies as the stages progressed. Products were developed and deployed with a view on realized efficiencies with predictable life cycles. Unfortunately, this era has passed and we require new ways of thinking and doing. We live in an arena of technology where a product's life cycle and demise are defined in weeks rather than years. As such, we must change our mind sets and question past assumptions to improve product longevity.
Do products really behave like human beings? Absolutely not - and we must come to the realization that products, unlike human beings, have the potential to live far longer than we allow them to.
Ask yourself:
1. What makes a product relevant in the eyes of a consumer and what makes it obsolete?
2. Are products really alive with a definite expiration date?
3. Do they really go through stages of development, growth, and an ultimate demise similar to a human being?
4. Does fashion really have the same life span as a screw driver?
5. Are line extensions really offspring?
6. Is product repositioning considered a "mid-life crisis" or a promotion?
Birth, Death, and Beyond goes where no one else has dared to go - to the heart of the relationship between a consumer and a product life cycle. If you learn to co-create with your consumers and trading partners, and hardwire consumer insights to current product strategies, you will be prepared for the revolution.
Through this workshop, you will discover how to:
Measure "share of heart" instead of "share of wallet" in increasing product life spans
Stop guessing what your customers want and whether your products are delivering
Remain flexible in the face of changing consumer demands and volatility in forecasting
Understand the role and importance of a responsive supply chain
Appreciate the implications of product life cycles on merchandising allocations, assortment planning, and best practices
The revolution in managing product life cycles has officially been declared and this workshop will provide insight and inspiration by demonstrating how to maximize the potential of your products or services. Consumer Life Cycle Management will soon displace Product Life Cycle Management - are you ready?
Registration Rates
VCF member: $199
Non-member: $399
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