The European Bank for Reconstruction and Development (EBRD), in cooperation with the Foreign Trade Chamber of Bosnia and Herzegovina, is organizing a seminar intended for BiH manufacturing companies that are faced with the challenges of developing and marketing their brands, instead of selling their products in domestic and foreign markets in which international competitors bring developed brand offers.
The seminar/workshop is intended for managers, business owners and individuals engaged in marketing or sales, and will be held at the Foreign Trade Chamber of Bosnia and Herzegovina, in Sarajevo, on 15 November 2016, beginning at 10.00h.
The seminar is designed around three modules:
Module I – Understanding the market – What we don’t know?
How to understand the market to grow your business?
Research of consumers/buyers, competition and sales channels.
Market research on brand benefits.
Understanding your own products in light of market needs; value of brand of owned products
Market segmentation and selection of target market
Module II – Brand positioning – To whom should we offer our products?
Aligning the product with brand values and consumers.
Development of a unique sales proposal for a brand.
Development of brand’s vision and positioning.
Determining the price.
Module III – Development and launch of Brand Mix – Product in hand with brand in mind?
Physical markings of a brand.
Brand image and use.
Purpose of purchase.
Innovation.
Brand value, brand plan, and profit and losses of a brand.
Case studies
Lecturer is Alma Nefić, one of EBRD’s leading local consultants for small and medium enterprises in the field of restructuring operations, with a focus on management, sales and branding strategies. Alma Nefić has over 15 years of international experience working in multinational and regional companies such as Coca-Cola Company, where she worked as a director of The Coca-Cola Company in BiH and brand manager for the region, where she won awards for marketing activities. She was also a director of TDR Ltd. (Tobacco Factory Rovinj) for Bosnia and Herzegovina, where special branding tactics were used to promote a brand in the industry where advertising is banned.
This event is organized in the framework of the EU-funded program, implemented by EBRD through the program of support to competitiveness of SMEs. The program will support more than 130 small and medium enterprises in BiH, through consulting projects relying on the expertise of international and local consultants. In addition, the program will expand best practices through events and activities to raise awareness, as defined in the Act of SMEs, combined with training for local consultants, entrepreneurs and managers.
All who are interested need to register no later than 10 November 2016, via emails: [email protected], [email protected]
