How to Integrate Product and Brand with Marketing Strategy?


    Product and Brand Strategies now form the core of the overall marketing strategy. With the increase in competition, marketers have resorted to over differentiation as well as re-segmentation in a big way. This has made the present market scenario very critical. Managers thus should be equipped with the latest in the area of the Marketing process and integrating product and brand strategy with it. Brands can be divided regarding Rational, Functional and Emotional approaches. This programme aims to integrate Product, Brand, and Corporate Communication as essential ingredients of a successful Marketing strategy. It will also take into consideration the different requirements of a Product vs. Service organizations.


    You will enhance your ability to

    • Understand Marketing Function from a Brand Perspective
    • Brief your Ad Agency better regarding communication objectives of your brand
    • Handle your product portfolio better
    • Understand the Product vs. Service brands perspective effectively
    • Understand the Rational, Functional and Emotional Perspectives effectively.

    • Emerging trends in Market Segmentation, Differentiation and Positioning
    • Issues in Product Strategy
    • Branding Process for Products and Services as well as B2B Markets
    • Brand Architecture & Creating Market Winning Brand Strategies
    • Consumer Behaviour aspects important for Brand Communication

    The Programme will be highly experiential and interactive, comprising participant presentations and discussions, case studies, classroom lectures and presentations by experts from the industry.


    This programme will be of great interest for

    • Senior/Middle-level managers into marketing, product/brand, and sales functions
    • Senior Marketing Analysts/Consultants whose principal responsibilities lie in dealing with existing product lines as well as establishing new ones in the market.
    • CEOs/Senior Managers from other functional areas or a non-marketing background who need to take such decisions

    Prof. Devashish Das Gupta is Associate Professor Marketing at IIM Lucknow. His rich experience in industry and academia spans across two decades. He has handled retail network development, product strategy and brand management assignments for lifestyle brands. His research and teaching interests include Innovations in Marketing Practices Retail Strategy, Brand Revitalisation, Customer Value Proposition, Service Quality Interventions and Destination Branding

    Prof. Das Gupta has published research papers in refereed International Journals. His book Tourism Marketing published by Pearson Education focuses on Destination Marketing in step by step manner

    Prof. Das Gupta speaks to Global firms and Government of India. His speaking and consulting clients include Nokia, BNP Paribas, L&T, Bayer, SBI, LIC, BPCL, Gujarat Ambuja Cement, Pfizer, CBSE, Sify, GNFC,

    Indo-Gulf Fertilisers, Zuari Agro, Chambal Fertilisers, and Coromandel Fertilisers. He has also conducted international training programmes for overseas executives. He has also advised Government of India on Education Policy as well as Government of UP state on revamping of marketing strategy and brand image of a very old state-owned brand. He also serves as an advisor to several start-ups.
    Prof. Devashish Das Gupta can be reached at His homepage address is


    Residential: The programme fee for the residential participant is @ Rs 60,000/- plus GST @ 18% or any other tax as per the Govt. of India guidelines. The fee includes the cost of boarding and lodging, tuition, course material, use of the Institute Library, Computer Center, and other infrastructural facilities, etc.

    Non-Residential: The programme fee for the non-residential participant is @ Rs 54,500/- plus GST @ 18% or any other tax as per the Govt. of India guidelines. The fee includes the cost of food during the programme, tuition, course material, use of the Institute Library, Computer Center, etc.

    EARLY BIRD DISCOUNT Nominations received along with the programme fee up to 30 days before the programme date will be entitled to an early bird discount of 10%.

    GROUP DISCOUNT A group discount of 10% on programme fee is admissible provided an organization nominates, and attends a minimum 5 or more of its executives for the programme. Organizations sponsoring minimum 5 or more executives for the programme may avail both the discounts subject to a maximum discount of 20% provided the nominations along with the fee is received at our end 30 days before the programme date

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Venue: IIM Lucknow campus Residential Fee (excluding GST) : Rs. 60,000/-
Last date to apply :Oct 23, 2017 Residential Early Bird Fee (excluding GST) : Rs. 54,000/-
Start Date : Nov 06, 2017 Non-Residential Fee (excluding GST) : Rs. 54,000/-
End Date : Nov 09, 2017 Non-Residential Early Bird Fee : Rs. 48,600/-

Last date for Availing Early Bird Discount (10%) : Oct 05, 2017

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