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The product life cycle diagram shows that four stages exist in the ‘working life’ of most products.
A chart mapping a product's life cycle from its initial lauch to growth to its subsequent maturity and decline.
Getting a product known beyond the launch stage usually requires costly promotion activity. At some point sales begin to decline and the business has to decide whether to withdraw the item or use an extension strategy to bolster sales. Destroyer pricing is an illegal practice where firms lower their prices to such a damaging level that they run at a loss. Wendy is Branch Manager at Brook Street in Inverness and is celebrating her 12 year anniversary with the high street recruiters on the day of this event! Wendy's career at Brook Street got off to a great start, after being promoted from a Temporaries Consultant to a Branch Manager in the space of a year. Angela Garry is a qualified teacher and psychotherapist with 24 years’ experience in administrative roles in England and Ireland.
Andy is the Strategic Business Manager for Sue Bruce, Chief Executive of the City of Edinburgh Council. Andy also worked in the private sector as Senior Policy Adviser within Saltire Public Law and Policy, advising clients on how best to engage with government and to influence and enhance legislation and guidance. Since setting up Cameron Consulting in January 2004 I have been on a wonderful journey.Building on the coaching skills I learned while working with one of the Big4 international accounting firms the range of clients has developed to include senior executives, business owners, new graduates, first time managers and headteachers.
Based in Edinburgh, Scotland I am an Associate of the Edinburgh Institute at Edinburgh Napier University and also a Member of the Chartered Institute of Personnel and Development ( CIPD).
To demonstrate that I do what I teach I love to find out more about others and you should have no trouble finding a way to get in touch with me that suits you whether it be by phone or email or Twitter, Facebook or LinkedIn. John Curtis, one of Scotland’s leading journalists and a user of social media as a force for business growth. Margaret Williamson is Director of Boardroom Development Limited, the business she established in 1993. Margaret helps people at the top of organisations make the connection between their own beliefs, attitudes and behaviours and the outcomes they achieve for staff and customers.
Gilly gained practical management experience in finance, sales, marketing and training in a variety of roles at Midland Bank, Mars Confectionery and Kettle Foods.
A lively, approachable and impactful presentation style makes Gilly a popular and sought after speaker. Amy firmly believes that we are all happier and mentally healthier at work when people develop effective relationships.
Amy, founder and CEO of Headtorch, delivers learning and development (L&D) sessions using a dramatic storlyline to stimulate discussion.
With a background in theatre and education, business, mediation, neuro-linguistic programming and coaching, Amy’s purpose is always to provide highly accessible, thought-provoking and engaging sessions. She has worked with a wide range of organisations including: PepsiCo UK, CIPD, Healthy Working Lives and the Scottish Institute of Business Leaders. Few people understand the importance of looking after high-profile figures than Joan Serafini. Lucy recently joined Principal Hayley Hotels to assist with the merger of the new Scottish Cluster Hotels across Edinburgh and Glasgow, consisting of Grand Central Hotel Glasgow, Blythswood Hotel Glasgow, George Hotel Edinburgh, Roxburghe Hotel Edinburgh & Bonham Hotel Edinburgh. I have 18 years marketing and communications experience in the not-for-profit sector, with 13 at a senior level. Isobel divides her time between her home in a loch side village in Scotland and her second home in southern Spain. David is a very active Council Director of Glasgow Chamber of Commerce where he heads the Youth Employment Policy Group and is a member of both the Trades House of Glasgow and the Merchants House of Glasgow.
David is a UK Charity Trustee for the marine protection organisation, the Sea Shepherd Conservation Society. Liz has worked in Further Education for a total of 20 years, the last 17 years at Stevenson College Edinburgh. Liz also graduated from Stirling University with a Post Graduate Certificate in Tertiary Education with Teaching Qualification (Further Education) in 2004.
Director of Development with Scottish Ballet, Business Development Manager at Hampden the National Stadium and set up LpC Events in 2008. In addition, she has delivered many time management courses (which she calls focus management) to companies and individuals.
Valerie Maclennan, originally from Stornoway on the Island of Lewis, now living in the Glasgow area, has a warm relaxed friendly manner, and good sense of humour which has helped create the atmosphere required for her highly popular  interview chat shows.
Max uses his skills as a master manipulator of thoughts and ideas to influence members of the audience to make choices and decisions seemingly out with their control.
Likes: The countryside, cycling, walking, bird-watching and wildlife, reading and when time permits theatre, concerts and cinema. Victoria Darragh is an award winning Executive Assistant with over 10 years' experience working in the public, not-for-profit and corporate sectors. A Fellow member of the Association of Personal Assistants as well as a member of the Institute of Professional Administrators, EUMA and the Global PA Network, Victoria regularly presents at conferences and companies across the UK and Ireland, Europe and internationally.


Victoria recently won an award at the Mayfair PA Awards for 'Outstanding Contribution to the PA Profession' and has a wealth of experience in creating internal and external PA networks and  working with top companies in the UK helping them to achieve this. Victoria is extremely passionate about the role of the PA and actively encourages it as a truly fantastic career choice. Allan has built a network of very talented and successful partnerships across Europe, along with running his own consulting & coaching business in the last 10 years, with Innermetrix being at the forefront of this Journey. A dynamic Training & Development Consulting specialist with extensive Management experience working with leading bluechip Companies.
Ability to communicate effectively at all levels of an organisation has been pivotal to success. Bill has over 30 years experience as a professional entertainer and Ex Band Secretary of HM Royal Marines Band, Flag Officer Scotland Northern Ireland.
A native of the Lanarkshire mining village of Holytown John joined the Police Service in 1971.
He jogs five miles each day which suits his wife perfectly - by the end of the week he is 35 miles away from her. John joined Lanarkshire Referees' Association in 1970 and has often been compared to World Cup referee Hugh Dallas - compared to Hugh Dallas he is brilliant! Since 1998 he has been a regular on the after dinner circuit at a variety of venues ranging from local establishments to top hotels throughout the UK. Lucy Brazier is CEO of Marcham Publishing, specialist publishers of Executive Secretary and The VA Magazine - global training magazines dedicated to the professional development needs of senior and aspiring administrative professionals. As editor of the magazines, Lucy works with some of the best trainers of Executive Assistants in the world to deliver the most up to date and current training in the market. Lucy runs a LinkedIn group for assistants which currently has over 11,500 international members who share information, network and learn. A sought after trainer in her own right, Lucy regularly speaks at and chairs conferences & webinars all over the world. She collaborates with trainers including Susie Barron-Stubley, Sue France, Julie Perrine, Melba Duncan, Dewoun Hayes, Eth Lloyd, Dr. Changing or altering the packaging of the product, adding extra features, lowering the price, or offering the product in a new market. It is often used when a new product is launched, or if the firm’s main objective is growth, in order to increase market share quickly. This means that you may pay different prices for the same product or service at different times of the year. Over the past 12 years, Wendy and her team have experienced some great successes - from winning an internal Branch of the Year award three years running to achieving regular quality at work awards for their performance. He is an ex marketing manager for the Post Office and a small business owner who has seen his own business harness social media to reach more than four million customers a week.
She is an experienced strategy and organisation development consultant specialising in working with business and community leaders. She combines a clear understanding and skill in strategic thinking with an ability to design and facilitate innovative learning opportunities that sensitively raise the self-awareness and capability of her clients. With a strong business background and interpersonal skills, Gilly is an enthusiastic and knowledgeable trainer and developer of people. With speeches full of helpful tips and practical suggestions that audiences love for their immediate benefits, Gilly’s approach is enjoyable, frank and very memorable.
There will certainly be drama and she’ll be very interested in your thoughts and ideas throughout. With over 20 years of experience in the hospitality industry Lucy is looking forward to meeting the ACES delegates. For the last 12 years I have been managing the Jeans for Genes Day Appeal where I have been instrumental in raising over £35 million. For the first time in their history, Assistants are starting to get the recognition that they deserve as strategic business partners and not just as a support mechanism. She is Chair of the Scottish Baroque Ensemble and she is the first woman Patron of the Glasgow Celtic Society for the promotion of Gaelic language and culture. He served as Convener of Finance in the City of Edinburgh Council, as Minister for Finance and Local Government in the Scottish Cabinet and was a member of the Scottish Parliament from 1999 to 2003. His specialist areas include finance, transport, housing, planning, local government, legislative process and the Scottish Government. 8,900 employees and for the continuous development of GTG Training’s external commercial sales to over 2,500 private and public sector organisations. Anna owns Achieve Balance which helps motivate people and companies to become more productive and achieve a better work-life balance.
Anna has also delivered talks and facilitated workshops for teams from large companies, such as Lloyds TSB, to teams from SME’s and smaller networking groups. Certified Professional Behaviour Analyst, Professional Values analyst Attribute Index Analyst.
The Entertainment Company is Scotland’s only one-stop answer for quality events, imaginatively presented.
Prior to retiral he was Superintendent at Govan - a quaint little fishing village on the banks of the Clyde!


His refereeing career has seen him officiate at Scottish Amateur Cup Finals at youth and full amateur level. He really looked forward to a Sunday as this is the only day that his parentage was not openly questioned. With access to the most forward thinking, passionate and knowledgeable trainers in the world as well as personally meeting and speaking to literally thousands of PAs over the last two years, Lucy’s knowledge of the market and what Assistants all over the world are facing on a day to day basis are second to none. She also launched adminchat in January last year – a weekly free training session presented on Twitter and hosted by a different world class trainer every week. This year alone she will have delivered training in the US, Canada, South Africa, Moscow, Milan and of course the UK. Monica Seeley, Marsha Egan and Bonnie Low Kramen as well as organisations including Pitman, OfficeTeam & Hays.
Lucy has previously worked as a Publishing Director for Wilmington PLC, and has managed a team based in Singapore, New York, Germany & London responsible for 13 magazines, 12 international conferences, awards, trade show attendance and marketing for EMAP. Once the early adopters have bought the product and sales slow, the company then lowers their price to allow others to be able to afford the product. For example, flights to Australia and New Zealand are expensive during our winter because it is the summer in the Southern Hemisphere, whereas it is several hundred pounds cheaper to fly from April – August, because demand is lower and it is winter in the Antipodes.
Wendy firmly believes that regularly rewarding her team for a job well done helped them to achieve this success, and can bring a whole host of additional benefits too - as she will be discussing at this event. Andy was Business Manager to the Leader of The City of Edinburgh Council between 2003 and 2012, serving Council Leaders from different political parties and in both majority and coalition Administrations. My workshops are aimed at getting people to speak up and have their voices heard and I have been engaged by organisations to help them hear those voices. John is also motoring correspondent for the Daily Record, an expert on low carbon vehicles and is a broadcaster and business advisor.
She began her consulting career in 1987 with PA Consulting Group where she was a Senior Strategy Consultant in their International Financial Service Group and a key account manager for the public sector in Scotland. In addition, Gilly has developed and grown Priority Management in Glasgow with year on year growth; her high standards and expectations throughout the business from administration to delivering training have resulted in a significant market presence.
By introducing people to new working processes and by leveraging existing IT, productivity and performance improvements are immediate, tangible and measurable. Her concept of an event management company seemed to fit in well as another arm of the organisation.The success has come from spotting the possibilities of business events and trips, to and from Scotland. He is the Director responsible for overseeing development of new events, partnerships and products.
In his career, Martin has worked in FMCG, financial services, B2B and Gaming and has spent the last 5 years building a strong and successful digital team in what is Scotland’s largest full service digital agency. John is a master of mischief and character assasination however he is aware that his job is to entertain and not to offend. Other companies worked for include The Times, The Independent, Centaur Communications and Glass's Guide. Companies have leftover stock, which is using up valuable and expensive storage space, so they decide on a clear out.
Her main area of interest is in the link between strategic outcomes and leadership behaviours.
Gilly now has a first class team working with her to deliver the Priority Management programmes. She has to organise possibly the most glamorous event ever to hit Scotland.She was the Scottish co-ordinator of the Braveheart film premiere in Stirling, liaising with BAFTA, 20th Century Fox and essential services, such as local police, to ensure the evening for the event went smoothly.
They celebrate and recognise the role and its importance while encouraging Assistants to take control of their personal development, and drive their own career agendas. He has a particular focus on helping other organisations to match their policy and practice objectives with the best ways to contact and network with the appropriate audience they wish to reach. She was a project manager and staff manager for many employees, helping to motivate, stretch and develop them.Over the last 4 years Anna has coached and mentored individuals and groups in business to help them boost their performance, clarify their goals and plans, overcome obstacles, improve their confidence and enhance their quality of life. History of successful delivery of a wide range of training solutions within blue chip organisations.
She has provided career coaching to individuals to help them discover their ideal career and maximise their potential through a practical, structured approach. I liked the feel of the day, it was relaxed and the chance to mingle with others was helpful, not only during the group discussion but also in the market place. She has coached employees from large organisations such as RBS, the Home Office and IBM, medium sized companies such as Baillie Gifford, Abbott and Edinburgh University and many individuals who are self employed or setting up a new business. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.



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