Marketing Strategy and Plans: The Best of Marketing Decision-Making
By Josiah Go
Josiah Go’s ‘Marketing Strategy and Plans’ is the longest-running marketing strategy seminar in the Philippines. On its 100th batch, it was totally reinvented with ALL NEW cases and a new title ‘Right to Win, Play to Win: The Best of Marketing Decision Making’. The Right to Win, Play to Win quadrant can help marketers, strategists, business owners and executives determine where they are, and what they can do. The latest batch is updated again to include marketing during uncertain times.
RIGHT TO WIN, PLAY TO WIN FRAMEWORK
Marketing Choice Architect:
Marketers should think like architects, designing a solid foundation first before hyping on a campaign.Marketing choice architecture, or carefully designed decision options in which marketers make choices, will be introduced in order to help marketers be updated and simplify their decision making by using the right tools, criteria, templates and frameworks as choice architects in formulating and executing the right marketing strategies and tactics to attain a three-way strategic win.
Carefully curated cases from 14 countries shall be shared generously: Philippines, Brazil, China, Denmark, Germany, Korea, India, Italy, Japan, Spain, Switzerland, Taiwan, Thailand, USA.
Marketing 3Cs context
Austerity marketing question
Change in spending habits
Learning from past economic crisis
Changes in shopping behaviors
5 roles of marketing during a recession
21 key directions
Cases in pasta, telecom, beer, software, automotive, supermarket, soft drinks, coupons, car rental, hotel, bank, internet café, construction, food, health, ecommerce, tourism, mall, BTB, restaurant, beverage, personal care.
Part 1: Marketing Strategy Simplified Choice Architecture
Right to win vis-a-vis Play to win framework and cases
4 options to play in the marketplace:
How not to grow, in order to grow again
How to innovate a commodity product
How to make strategic choice in the value chain
How to convert crisis into opportunity
Cases in telecom, paper, app, and spreadables
Part 2: The Right to Win Choice Architecture
Critical lessons setting the foundation of marketing choice architecture
Opportunity-Seeking Choice Architecture
Thin slicing opportunity feasibility in 2 minutes
Understanding Offering model: mitigating risk and selection criteria
Cases in biking, dressed chicken, automotive industry, toys, and eye care
Part 1: Understanding Customers Choice Architecture
2 “Legs” Framework: Consumer Insighting and The Big Idea
12 ways to find consumer insights
Understanding the importance of chain of meaning
Criteria for good insighting and real big idea: The Big Idea, The Big Story, The Big Emotions
Cases in detergents, direct sales, automobile, train, beer, and multi-vitamin
Part 2: Target Market
Served or Unserved Market
3 things wrong with traditional segmentation methods
What our last Spain vacation taught me about target market and consumer choice
Digital versus point of sale choices
The latest market segmentation based on consumer decision making instead of traditional market segmentation methods
2 major segments to decide (today vs tomorrow), what traditional stratplan still doesn’t get!
Cases in camera, real estate, restaurants, retail, semi-conductor, and travel
Part 1: Choice
How Consumers Decide
Understanding consumer behavioral economics
Understanding buying behavior (consumer vs. BTB). Tip: marketing mix does not directly influence consumer choice!
3 major biases of consumers
2 ways consumers cope in decision making (How consumers think)
How emotions affect consumer choice
2 ways to persuade customers that can really increase sales
Cases in cat food, barber shop, healthy food, ice cream, organ donation, orange juice, packaging, and spreads
Part 2: Assembling The Company’s Offer Choice Architecture
What is Value Proposition?
3 indispensable lessons on value proposition and customer relationship marketers can learn from marriage counsellors
3 steps to create compelling value proposition (with 9 ready menu options to choose from)
3 criteria of a compelling value proposition
3 tests if you have compelling value proposition
3 fundamentals about price
3 imperatives to price right
3 success strategies not to reduce price
3 secrets to handle price objections
How to be more profitable even at lower prices
Cases in bottled water, blood test, consumer health, satellite TV, luxury bed, ice cream, airline, online, and solar
Part 1: Innovation
Innovation Choice Architecture
2 elements of innovation
3 major types of innovation: When to do what
Insighting to innovate
5 ways to innovate on demand
Innovating in an omni channel (digital + retail) marketing trend
Cases in Japanese food, restaurants, café, and noodles
Part 2: Marketing Decision-Making and Execution
Marketing biases that got away in the past
2 major biases of most CEOs
3 major biases of most marketing managers
2 biases of most brand managers
How to overcome biases of bosses
4 steps to be the simplifier of choice
Innovating marketing communication
4Ss to evaluate marketing strategy
Cases in footwear, luggage, bed, trucks, chocolates, water purifiers, paints, automotive, games, and food supplements
“By applying the marketing knowledge we learned from regularly attending trainings by Mansmith & Fielders, we were able to grow the sales of Bioderm Family Soap 500% in five years. This, in a category that is growing by less than 5% a year. What’s more, our brand now has its own slice whenever a pie chart is presented to show market share. Whereas before, we were anonymously lumped under the slice called “others”. Thanks to Josiah. The one on one session with you was especially helpful!” – Stanley, VP, IPI Cebu
"I have gained new knowledge and insights on marketing - the right-to-win, play-to-win framework, decision-making, and execution. I will definitely attend more courses in the future." – Dinah, Director of Marketing & Events Management, Philippine International Convention Center
"True master of his craft. Learned a lot from Josiah as always. Training is worth my time and money." – Connie, Marketing and Business Development Head, Distribution Solutions Phils., Inc.
September 16, October 10, 12, 14, 17, 2022
9:00AM - 12:00PM
Who Should Attend
It is best to bring the entire team for immediate alignment. There is a team discount for immediate application of the learnings to their company’s situation for on-the-spot mentoring.
Lecture, Small Group Discussion, Reflection, Short AVP, Q&A
Top Management (16.54%), Directors (9.45%), Managers (36.22%), Supervisors (17.32%), Marketing Assistants / Specialists (20.47%).
Chairman and Chief Innovation Strategist
Record-breaking, bestselling author 19 books in marketing and entrepreneurship
Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines) and Chairman / Vice Chairman / Director of over a dozen companies (the most recent is an Independent Director at UnionBank of the Philippines).
The most awarded business educator of the Philippines: one of the Agora Awardees in 1994, one of the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, one of the Ten Outstanding Young Persons (TOYP) of the World in 2002 (the 1st and only Filipino in Business Education given by JCI International by far), and one of only two Lifetime Achievement Awardees by the Association of Marketing Educators (2007), the youngest marketing educator to be bestowed this honor. He was also given the Brand Leadership Award during the World Brand Congress in India (2009). His accomplishments was recognized by the international community where he has been included in the 10th edition of the International Who’s Who of Intellectuals (England).
He is an Executive Scholar of the Kellogg Business School (in Marketing and Sales Management) as well as the MIT Sloan (in Strategy and Innovation).
He also took advanced marketing programs at Wharton, Harvard and at the London Business School.