Advantage Performance Group

	SALES & SERVICE:
		Products
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	LEADERSHIP & MANAGEMENT:
		Products
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	TEAM & INDIVIDUAL:
		Products
		Services
		Library

Livon
Create a Consistent Marketing Message


	Audience Anyone charged with marketing, promoting, and/or selling your organization's products and services. Livon is especially appropriate for organizations with broad subsidiary networks, for external retail or distribution teams, and for company/supplier alliances of all types. Users Include IBM, Toyota.

Program Benefits
Celemi's Livon helps your organization communicate a consistent marketing message internally—throughout divisions and subsidiaries—and externally—among retailers and distributors. This dynamic team simulation challenges professionals charged with promoting and selling your products and services to compete in a hypothetical marketplace. By developing and projecting their own marketing plans and strategies, participants experience the crucial relationship between consistent, targeted marketing and competitive success. After Livon, your professionals will be better able to:

develop effective market plans and strategies that are consistent with your organization's overall positioning
use powerful marketing tactics to meet local customers and competitors
create marketing strategies appropriate to the target market
manage and allocate scarce resources to remain competitive and profitable
select competitive advertising and pricing

Program Description
Livon begins with a discussion of participants' own competitive marketing experiences. Then participants form four teams, each responsible for its own company. The goal of each team is to compete for new customers within their target group(s) while keeping current customers. Teams analyze baseline market research to determine their appropriate market niche and which customers they want to keep. They identify competitors, design a strategic marketing plan, implement the plan, and test and refine it in the marketplace. Participants soon learn that their company can't be everything to everyone, and that competitive positioning is critical.

Because Livon incorporates your company's own marketing language, initiatives, and competitive environment, participants gain a deep understanding of your company's existing marketing strategy and how they can support it. As they test various marketing strategies in the no-risk simulation environment, participants actually begin to develop the proactive, consistent, real-life marketing approach they will employ back on the job.

Implementation/Customization
Livon is a 1.5-day experiential simulation. It can be run for as many as 32 participants. The simulation is typically tailored to your company's current market environment, language, competitors, and strategies. It can also be used as a diagnostic to test the effectiveness of current marketing initiatives.

Learn how Brown-Forman Beverages used Livon to build equity with consumers while executing brand strategy through retailers.

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