Introducing Graham Bailey Graham Bailey has worked extensively in - PDF document

Introducing

Graham Bailey Graham Bailey has worked extensively in the field of advertising and marketing for a broad cross section of consumer goods manufacturers, industrial products, business to business markets and the charity sector. During his career in advertising, he worked for a number of leading London advertising agencies, devising award-winning advertising for Walls, Birds Eye, Tobler Suchard, Whitbread and R.Whites among many others. He then moved into marketing management, first with Cadbury Schweppes, where he developed retail sales for Kenco Coffee, and later worked to relaunch Oil of Olay. New product launches for Vidal Sassoon and the Insignia range when he worked for Shulton, have been amongst the most successful new product launches in their markets. Graham was then responsible for developing the Chartered Institute of Marketing’s Diploma programme at Croydon Business School and became a member of the faculty at the Chartered Institute of Marketing. He now runs GB Marketing and both trains and consults in all aspects of marketing for organisations such as IPC Media, Ford, Coca Cola, Microsoft, BBC, Kraft, IBM, Institute of Directors, BAA and Kellogg’s. He regularly undertakes programmes on Marketing Planning, Research, New Product Development, Customer Care, Team Building and Presentation Skills. He specialises in Marketing Planning, International Marketing and Communications. Some examples of recent projects:

Major Airport Commercial Awareness Training A programme designed to increase awareness of middle and senior management to the importance of making enlightened business decisions which deliver improved profitability, customer satisfaction and stakeholder benefits. Implemented across the group at all locations with a consistency of programme and measurable outcomes. Strategic Marketing Planning A public course which has been developed for a leading training provider and is producing a high quality of represented companies from service industries to manufacturing. Other spin off programmes tailored to individual company needs are also raising high levels of interest and take up. National Standards Agency A government agency responsible for setting and implementing national standards needed to update and sharpen its communications. A programme of training to make delegates aware of the new initiatives in Marketing Communications and their practical applications the clients business

MBA Programme Delivery of the Marketing Module for a Business School in Zagreb has resulted in ongoing training and in company projects for Coca Cola, Carlsberg and the leading dairy products manufacturer in the region. Expansion plans include delivery of the programme in Prague, Luxembourg and elearning opportunities. Global Crop Protection A company in the agri-chemical markets looking to introduce a price increase whilst maintaining their share in a highly competitive market. The training was conducted throughout Europe to all sales people providing the background information and sales techniques to effectively achieve the desired price increase. Student Accommodation Consultancy project with a company offering student mortgages on purpose built studio flats. Involves initial market research to quantify the opportunity and the development of a marketing plan to target the potential market and build awareness and sales.

Team Building An event organized to bed in a team who had encountered some challenges in their interactions and achievement of tasks. The programme utilized a combination of team building tools and activities which highlighted the strengths and weaknesses of participants to help them identify how to work more effectively and communicate more clearly. Media Neutral Planning A current buzz word in marketing communications but beneath the hype a very real challenge for marketers to understand the changing face of marketing communications and keep ahead of the game. The programme encompassed a review of new and developing media which come along. This programme was designed to enable companies to keep ahead of the changes and use the most suitable medium for their plans. Presentation Skills A department within a major organisation with a need for slicker and more effective presentation skills undertook a presentation skills workshop where each participant had the opportunity to practice and improve their skills. The resulting improvement was monitored and results from subsequent presentations were noticeably better.

Introduction to Marketing A course covering the marketing basics for those new to the discipline or those whose jobs interact with the marketing function was undertaken with a leading provider of business training programmes and successfully introduced delegates to the mysteries of marketing. Small/medium enterprise business mentoring Mentoring a small business in the creative services market to maximize their efforts in organising the business to achieve the best financial return for the owners. This includes reviewing cash flow, marketing and promotion strategy and ensuring that the prices are competitive. International publishing company A project to train the members of the marketing department in all aspects of modern marketing from market research through new product development to maintaining and developing magazine brands in mature markets. The programme is aimed at giving the publisher a clear competitive edge in a market where differentiation has historically been difficult.

Legal Services Marketing Planning A firm of solicitors looking to target new business opportunities undertook an extensive programme of identifying and evaluating new market opportunities and then producing a marketing plan to target those opportunities. The results have been very successful in focusing the company on the prime objectives and turning opportunities into revenue. Copywriting for leading Financial Services Company Designed for those who need to write compelling commercial copy for electronic and paper based media, this course gave delegates the skills required to write to achieve a result. National Utilities Association The brief was to train the team responsible for the provision of services to develop a Marketing Plan which detailed the specific strategies needed to achieve the objectives. The programme involved a two day input session followed by a presentation of the individual Marketing Plans six weeks later. This enabled theory to be put into practice and an appraisal of each plan with constructive comment.

International Pharmaceutical Company A major global pharmaceutical company required a training programme to fully develop the potential of the brands in their portfolio. In association with a leading Management College a programme has been developed to train the entire Marketing Department in the skills required to harness this untapped potential. Effective Internet Marketing A public course for a major employment/training group who have identified the market opportunity to offer a programme covering the latest developments in internet marketing. The course looks to provide an up to the minute look at the developing techniques of Internet Marketing covering web site strategy, email marketing and ecommerce opportunities. Category Management A major player in the global household cleaners market were looking to develop their marketing team in Turkey in the disciplines of category management which is becoming an increasingly important topic in this market. The programme covered the fundamentals of category management, merchandising, promotion, allocation of shelf space and profitability.

Department Store Marketing The challenges currently facing the department store sector in the U.K. are enormous as they work through the implications of a declining market category coming under increasing pressure from discounters, online offerings and the other department stores. The brief was to equip the company to strategically plan their marketing investment to create maximum benefit. This was achieved with a course tailored to their specific needs and a follow up programme to enable delegates to present their plans for critique and suggestions for improvement. Global breakfast cereal manufacturer A company who are considered to be virtually the generic for breakfast cereal embarking on a programme to maintain their world class marketing status via a series of modular programmes to sustain the innovation and development the company has historically been noted for. Brand and communication strategy are key to the successful implementation of this programme. Business to Business Marketing A public course which has been developed for a leading European Marketing Institute and is producing a high quality of represented companies from service industries to manufacturing. Other spin off programmes tailored to individual company needs are also raising high levels of interest and take up.