Merck Serono is a global biotechnology leader with over 4,750 employees and worldwide revenues of $2.5 billion.
One of Serono's key functions was preparing to strengthen the marketing of its service offering. While Serono is primarily a products business, the company wanted to train its top 50 managers in best practices of branding and marketing for services businesses.
Through a three-day training workshop in Geneva, Switzerland, managers were taught frameworks and case studies that built their skills around the following topics:
Clearly defining a target market
Creating a brand positioning that differentiates versus competition
Developing new product and services
Selling and marketing services
During the workshop, participants applied the frameworks to their own situation, and ended the three-day session with a working plan and clear next steps for strengthening their own marketing efforts.