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Launch the New but Keep the Old: Expanding Product Portfolios without Cannibalizing Established Brands

Join us for a Webinar. Register your seats now by clicking a date below:

Thursday, October 10, 2013
11:00 AM - 11:45 AM EST

Monday, October 14, 2013
11:00 AM - 11:45 AM EST

Webinar Details:

"Launch the New but Keep the Old: Expanding Product Portfolios without Cannibalizing Established Brands" pulls together quantitative and qualitative insights from a recent benchmarking study, real-world case studies, quotes from brand directors and managers, and exclusive analysis on pitfalls to avoid and proven practices for excellence in multi-brand marketing.

Expect to learn:
  • A 10-step framework for multiple brand marketing excellence
  • Successful brand promotion strategies for multiple products in the same category
  • Average percentage of combined marketing spend allocated to newer products
  • Marketing activity investment mix of the old vs. the new product
  • Effective positioning strategies for minimizing cannibalization

Cost: $199  
Speaker: Martha Haswell

Martha Haswell
Senior Research Consultant

Martha Haswell leads quantitative and qualitative research projects for Best Practices, LLC clients seeking to improve business operations through benchmarking. With 16 years’ research experience, including six in the pharmaceutical sector, Martha has successfully completed studies that helped clients build or improve structures and processes within sales, marketing, information services, shared services, and market research organizations.

Recent projects for clients identified best practices for developing high-performing district sales managers and highlighted market research methods that lead to better understanding of the needs of managed markets (payers). Martha holds a bachelor’s degree in journalism and a master’s degree in information science, both from the University of North Carolina at Chapel Hill.

After registering you will receive a confirmation email containing information about joining the Webinar.

System Requirements
PC-based attendees
Required: Windows® 7, Vista, XP or 2003 Server
Macintosh®-based attendees
Required: Mac OS® X 10.4.11 (Tiger®) or newer
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