Too often we see that marketing programs and product innovations fall flat in the marketplace since they don’t strike a chord with consumers. Consumers don’t notice or buy into innovation even after companies invest millions of dollars on R&D and marketing. While the messaging clutter is a reality in most categories, the consumer apathy to most innovations is driven by the innovations not being anchored on a powerful consumer insight.
The overall objective of this course is to help the participants appreciate the power of meaningful consumer insights in driving successful innovation. Through the program we would like participants to get inspired by and understand how to glean out powerful insights to drive innovation — insights that get consumers to stop, take notice and then change their behavior. Participants would learn how to build design thinking and design to value capabilities within their organization. Workshops and case studies would inspire participants around how to create a cross functional innovation team, develop rapid prototypes & solutions based on compelling insights and design agile market learning tests early in the innovation cycle to improve the chances of succeeding in the market-place.
The course will be split into 7 sections over the 2 days with a good mix of presentations, case studies, group exercises and expert panels.
Marketing Strategy and Insights Leader
Global Vice President, Marketing Effectiveness and Analytics
Over his 21 years career in Marketing strategy, insights and analytics, Mohit Das has worked across leading consumer product companies and also consulted clients in several industries on business strategy and go-to-market execution.
Mr. Das started his career at Procter & Gamble and has held several leadership roles in Asia and USA within P&G’s Beauty Care, Household Care and Food businesses. At P&G, Mr. Das worked on refreshing brand strategies and developed innovation programs for iconic consumer brands like Pringles and Pantene.
Post P&G, Mr. Das joined McKinsey & Co. as a Senior Expert on Marketing and Sales, setting up an Innovation Hub — The Asia Consumer Insights center in Singapore in close collaboration with the Singapore Economic Development Board. With McKinsey, he consulted several clients across consumer products, retail, banking and private equity and also built knowledge assets that were published in the McKinsey quarterly. His expertise has been leveraged by MNCs and local companies in Asia for developing robust expansion strategies outside of home markets, especially expansion in emerging markets in Asia. Most recently,
Mr. Das worked at Abbott Nutrition Singapore between 2014 and 2016, is leading the Global Market Insights and Analytics Function for Abbott Nutrition International helping align the innovation programs to the brand strategies for brands like Pediasure and Ensure.
In Sept 2016, Mr. Das joined Kellogg’s as the Global leader for Marketing Effectiveness and analytics. In this role he partners with Marketing, Finance and IT leadership and brings in the latest thinking around how to organize and analyze marketing & sales data to drive new insights that improve the marketing effectiveness for Kellogg’s. He is developing an eco-system of media companies, digital service providers and analytics vendors to make Kellogg’s a more fact based commercial organization.
Mr. Das is a strategist in the field of “Insights and Innovation” who also brings practical corporate experience and multi-disciplinary knowledge that is needed for developing a successful innovation program for any consumer facing company. Mr. Das is a trained facilitator in the “7 Habits of highly effective people” and has a passion for bringing in change in the way companies think about and develop new innovation including skill sets and capabilities that are needed to make that happen. He continues to develop expertise in the area of insights/ analytics and innovation by sharing his ideas and participating in Innovation leadership and change management curriculums of leading universities and having a strong network within the insights, analytics and innovation eco-system globally.
Mohit Das has an M.B.A from Indian Institute of Management, Lucknow and a B.E. from Indian Institute of Technology, Roorkee. He has a Certification in Leading Innovative Change: 2015 Executive Education Program with UC Berkeley Haas School of Executive Education. He has also co-authored a McKinsey quarterly publication – “The Evolving Indonesia consumer, 2013”.
Programme Fees (w/o GST) is SGD1,500.00 and Programme Fees (w/GST) is SGD1605.00.
Enjoy 15% discount (before GST) for groups of 3 or more participants from the same organisation at SGD4092.75 (w/ GST)
All fees cover refreshments, lunch and study materials.
The 2 day programme is tentatively scheduled for 29 – 30 March 2017 at Royal Plaza on Scotts.
The dates & venue will be confirmed by ACI closer to date.
ACI reserves the right to change the date, venue and programme due to unforeseen circumstances.