Course : Develop a successful line of merchandiseFrom Product Line Strategy to the Launch of Derivative Products
Practical course - 2d
- 14h00 - Ref. GME
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 | Analyze opportunities for developing a line of merchandise and related products |
| Define a derivative product strategy aligned with brand and/or corporate objectives |
| Assess the technical, legal, and economic constraints |
| Building a Profitable Business Model |
| Develop a launch and distribution plan |
| Create a cohesive and distinctive merchandising offering |
Intended audience
Product managers, brand managers, marketing managers, or anyone with professional experience in a product marketing environment
Prerequisites
None
Practical details
Overarching theme: Designing a merchandising line with deliverables at each stage (analysis, strategy, business model, launch)
Teaching methods
Structured presentations, case studies, small-group work, collaborative workshops, sharing of best practices, and practical scenarios.
Course schedule
1 Analyze merchandising development opportunities
- Identify business and brand objectives
- Analyze consumer trends
- Conduct a competitive benchmarking analysis
- Making Use of Market Research
Hands-on work
Conduct a feasibility analysis for a new line of merchandise/licensered products.
2 Define a Consistent Product Line Strategy
- Position the line of merchandise within the brand’s and/or company’s ecosystem
- Define Target Audiences and Product Uses
- Structuring the product offering (breadth, depth, consistency)
- Prioritize areas of development
Hands-on work
Build a strategic product portfolio platform.
3 Choosing the Right Distribution Channels
- Analyze the unique characteristics of the retail industry
- Evaluating the Drivers of E-Commerce
- Integrating Omnichannel Strategies
- Mediating distribution decisions
Hands-on work
Develop a multichannel distribution strategy.
4 Define the marketing scope
- Compare the domestic and international markets
- Identify local regulatory constraints
- Adapting the offering to cultural contexts
- Assessing Risks and Opportunities
Hands-on work
Develop a geographic expansion strategy.
5 Lead product development and partner relations
- Develop a product specification
- Assess technical feasibility
- Select manufacturers and licensees
- Organize Partner Collaboration
Hands-on work
Draft a statement of requirements and select a partner.
6 Incorporate legal and regulatory requirements
- Identify contractual obligations
- Secure agreements with licensees
- Apply product standards
- Anticipating Legal Risks
Hands-on work
Analyze a contract case and identify the risks.
7 Developing the business model for the product line
- Define the pricing strategy
- Estimate Costs and Margins
- Prepare financial projections
- Assess the project's profitability
Hands-on work
Develop a merchandising business case.
8 Develop the launch and communication plan
- Develop a Communication Plan
- Activate media relations and influencer outreach
- Identify channels for visibility
- Oversee the product launch
Hands-on work
Develop a comprehensive launch plan for the product line.
PARTICIPANTS
Product managers, brand managers, marketing managers, or anyone with professional experience in a product marketing environment
PREREQUISITES
None
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Product managers, brand managers, marketing managers, or anyone with professional experience in a product marketing environment
PREREQUISITES
None
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.
Dates and locations
Dernières places
Date garantie en présentiel ou à distance
Session garantie
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.