All New Marketing Strategy and Plans(version 2)

The longest-running marketing strategy course in the Philippines, now with “8 Pillars of Growth & Profit”. Contemporary marketing has been criticized to be too tactical and often hiding under the strength of their brand, using traditional tools like benchmarking, best practices, competitive positioning and artificial market segmentation that marketers just use as their usual cut-and-paste strategy.In just two days, this seminar will provide participants a forum to learn how to interconnect marketing innovation and the opportunity seeking side of an enterprise, challenging the short term mindset of most marketers, while not forgetting the need to win sales, market shares and profit. For its new thinking and challenging concepts, this is a must attend learning event of all marketers!

Key Benefits to Participants:
  • Learn to spot opportunities and develop practical but relevant marketing strategy
  • Appreciate how Philippine based and international companies turned challenges into innovation
  • Better interaction with co-participants that further facilitates openness to new ideas introduced in the bootcamp
  • Understanding of the need to develop a set of skills to have better marketers
Key Benefits to Company?:
  • Company-wide recognition of the necessity to create and deliver customer value better than competition
  • A better understanding of how Innopreneurship (combination of innovation and marketing intrapreneurship) can help increase sales, market shares and profit for the firm
  • Framework on options to grow volume, shares and profit for the brand and the business.
Program Overview?
Module 1: Marketing plan’s Form vs. Substance
  • What can you learn from your favorite brands?
  • Why traditional market segmentation and positioning will lead to mediocre results?
  • What’s lacking in most marketing plan and what you can do about it to leapfrog your company’s growth in sales and profit?
  • How to ensure your marketing plan will not get rejected?
Module 2: Effective Marketing for Sustainable Growth
  • How to spot growth opportunities via four winning options?
  • Is there really such a thing as attractive industries and unattractive industries?
  • Case discussion: What can you do to grow your sales, shares, profit and overall category demand when the market has been flat?
Module 3: Making Differentiation Difficult to Match
  • Where are you in the four-step hierarchy of differentiation?
  • Why are most companies still in elementary grade differentiation?
  • What are the 5 clusters that make differentiation a real differentiation?
  • Case discussion:  Product vs. retail differentiation
Module 4: Fighting Low Price Competition
  • Which of the seven reasons did your competition consider when they cut their prices?
  • How well are you familiar with five other destructive weapons? (Tip: Contrary to popular belief, price cut is not the most destructive weapon)
  • Which one(s) in our 21 major price and non price menu can you use to fight your competitor’s low price attack? (Tip: Just 1 idea can save you multi millions)
  • How do you know what’s the best price for your product in the first place?
Module 5: Lessons from Marketing Victors and Victims
  • What are the reasons why products fail?
  • Is your marketing strategy template succeeding or failing?
  • What are patterns of success?
  • How do companies create growth?
  • How do brands become successful?
  • What innovation will your company probably resort to?
  • How will your customer’s needs evolve?
  • How will product categories evolve?
  • How will innovation be adapted in your industry?
Module 6: 8 Pillars of Growth and Profit 
  • What are 4 growth options from marketing?
  • What are 4 growth options from finance?
Module 7: Putting it All Together
  • Case Assignment
  • Growth direction and marketing strategy formulation
  • Workshop presentation and comments from seminar director
  • Summary
Be inspired with 40 local and international case studies to be discussed:
  • Airline
  • Aquarium
  • Automotive
  • Baby products
  • Beer
  • Bra
  • Chicken
  • Chocolate drinks
  • Church
  • Classified Ads
  • Educational institutions
  • Electronics
  • Entertainment
  • Fast food
  • Food supplement
  • Franchising
  • Ginseng
  • Ice cream
  • Ink refill
  • Juices
  • Interior decorating
  • Intimate wash
  • Light bulb
  • Magazine
  • Medicine
  • Packaging
  • Pharmaceutical
  • Plastics
  • Restaurant
  • Retail
  • Shaving products
  • Shoes
  • Soft drinks
  • Supermarket
  • Telecom
  • Tiles
  • Tours
  • Transport
  • TV Shows
  • Vegetables
Who Should Attend?
Primarily, those with marketing as their principal function, such as marketing managers, group product managers, brand or product managers, assistant brand managers, marketing officers, ad and promo managers, trade marketers, heads of support services, store managers and sales managers.
Secondarily, those who wish to understand marketing and opportunity-seeking, or those who want to be inspired from the cases and discussions. This includes entrepreneurs, top management, finance managers, mancom and managers from other functional departments.

What our past participants said:?
“Best marketing seminar I ever attended. Seminar where I learned most, approach is very practical and not bookish – teaching is applicable to actual corporate scenario.” – Christine Arriola, Senior Category Manager, Watsons Personal Care Stores Phils.
“The seminar clarified my common notions of marketing principles & expanded my thinking brought about traditional practices. It reminded me that marketing isn’t about conforming but insighting & innovations!” – Janelle Jacinto, Marketing Manager, Jaka Foods Processing Corp.
“Attending a seminar facilitated by Josiah Go gives me access to his expansive knowledge in brand marketing. He gives you a different perspective to things you don’t normally consider, particularly in strategic planning.” – Jo-Ann R. Ramos, Brand Manager – Dulcolax, Boehringer-Ingelheim Phils. Inc.
“Definitely helped me understand how critical it is to have “uncommon sense” to discover new truths by shifting perspectives that will grow the brand/category and ultimately build brand equity.” – Ethel Ines, Brand Head – Asia Pacific, LBC Express Inc.
“A master of this field and one of the best that I attended.” – Roland Go, General Manager, Kaeser Kompressoren
“After this seminar, I feel more confident with my post and It feels like there would be no marketing concern/problem that I cannot handle. Thanks Mansmith for making me realize how MARKETING can be so fun!” – Nancy Joy Orpia, Associate Product Manager, Getz Pharma Phils. Inc.
“In two days, Josiah was able to glue together my work experience as a market researcher and my grad school background of technology management. If I know I’d be setting this knowledge I’d have paid more than the higher price.” – Lucky Cornel, Senior Researcher, Good Thinking Research Inc.
“It’s the seminar every marketing guy should attend. He tailor fits every topic making it applicable and practical to different industries with various services.” – Fortune Sagabay, Associate Product Manager, Getz Pharma Phils. Inc.
“Joe is a great teacher and explains things really well even to those w/o any marketing background. The seminar challenges everything one deems true for the existing business models.” – Melody Lalata, Associate Publisher, Summit Publishing Co. Inc.
“Very helpful insights, interesting case topics, good source of learning.” – Brian Jeffrey Dalin, Product Associate, BioFemme (UNILAB)
Past participants include:
  • President of Gandour Philippines, Inc.
  • VP for Sales & Marketing of PILMICO Animal Nutrition Corp.
  • Head – Global Brand Management of LBC Express, Inc.
  • Head – Regional Sales Department of Epson Philippines Corporation
  • Sales & Marketing Director of Acer Philippines
  • Marketing Head of Big E Food Corporation
  • Marketing Head of Building Dreams, Inc.
  • Marketing Manager of San Miguel Purefoods Company, Inc.
  • Marketing Director of LBC Express, Inc.
  • Business Development Manager of Equipment Engineers, Inc.
  • Brand Manager of Boehringer Ingelheim (Phils.), Inc.
  • Brand Manager of Unisell Corporation
  • Brand Manager of Level Up, Inc.
About the speaker:?

Chairman & Chief Marketing Strategist
Mansmith and Fielders, Inc.
JOSIAH GO is chairman of 12 corporations and author of 13 bestselling marketing books. His specialization is in the area of market-driving strategy, business model innovation, profit strategy and innopreneurship where he has personally facilitated over 500 marketing, strategy and innovation workshops here and abroad since 1990. He is an executive scholar of Kellogg and MIT Sloan and took advanced marketing and innovation programs at London Business School, Wharton and at the Blue Ocean Strategy Institute. For pioneering and successfully sharing many educational initiatives, “Joe” was honored as one of the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, and one of the Ten Outstanding Young Persons (TOYP) of the World in 2002 in the field of business education, and was awarded by his peers the rare Lifetime Achievement Award in 2007 by the Association of Marketing Educators. He was also accorded the World Brand Leadership Award in 2009. 
All programs can be done in-house and customized to fit the training needs of your company. We also have more courses exclusive for in-house seminars. For more details please call Alice Torres at (02)584-8989 / 0918-81-168-88. You may also email