99% of all marketing or business plans are incomplete and inadequate.  It lacks a category growth plan and does not consider unserved and underserved markets.

Learn how to think strategically to grow your market by applying Market-Driving Strategies (MDS) in your company from JOSIAH GO, creator of various MDS principles, methodologies, tools and framework from concepts earlier espoused by marketing academics like Philip Kotler and Nirmalya Kumar. 


MARKET-DRIVING STRATEGIES
EXECUTIVE BOOTCAMP 1.0
Game changing strategy to grow your market
by JOSIAH GO,
Chairman and Chief Marketing Strategist, Mansmith and Fielders, Inc.

MARKET-DRIVING STRATEGY (MDS) defines how a firm will embrace innovative changes in the industry logic and business system to grow its profit and industry's demand from underserved and unserved markets.  It combines 3 important ingredients needed toward a sustainable future:

Marketing + Innovation + Strategy Planning

MDS brings strategic thinking back to marketing. Participants shall work in small groups and apply the 7-step MDS process.  FREE powerpoint template of the 7-step process shall be provided with FREE limited 30-day email consultation for companies sending at least 2 participants.

PARTICIPANT’S TESTIMONIALS

Dingo Turno, Region Commercial Manager of Coca-Cola Bottlers Phils. Inc “The concepts discussed during the 2 days was presented in such a way that they were easy to understand without compromising on the essential details.”

Paula Sanson, Marketing Officer of BPI “100% New and Fresh concepts. It’s like finally discovering the ‘missing link’ to go full blast in capturing your potential market.”

Tabbee Bagadion, Territory Manager of Pilipinas Shell on MDS “Makes you rethink and challenge the way things are being done in your company”

Jennie Feliciano, product manager of Nutri Asia “I found the new demand wheel of Josiah Go's Market-Driving Strategies a very useful tool. It provides avenues for us to see a multitude of possibilities not considered before and bring the business to an entirely new level”

Eva Barrett, associate marketing manager of Mead Johnson “The best innovation seminar I’ve attended”

Cris Yap, marketing officer of MMLDC “Joe is the Filipino version of Philip Kotler in our country.  You can learn a lot from him. Very practical approach & examples”.

Jay Jaboneta, marketing head of Expressway Hardware “Great Seminar! The MDS concept is a game-changing approach to marketing strategy! This is world class stuff!”

Sean Guibone, territory sales manager of San Miguel Brewery "Market-Driving Strategy is like the "Holy Grail". This may give solutions to both big and small companies' desire to remain profitable in their respective industries."

Benefits to the Company:

• Identify market-driving opportunities complementing traditional market-driven strategy
• Systematize market diagnosis and analytical ability of your executives
• Gain hands-on experience on how to improve your profitability  beyond being prisoner of cut-throat competition

Benefits to the Participants:

• Discover the latest strategy, concepts, tools and frameworks known as Market-Driving Strategies (MDS) that can help your brand or businessexperience real and sustainable growth
• Change your thought process by bringing strategic thinking elements into  your work
• Explore potential new market opportunities by looking beyond traditional

boundaries of growth

Key Topics to Cover:

Day 1
Module 1:  Overview of Market-Driving Strategies

• 4 major types of market-orientation (sales-driven, market-driven, customer-driven, market-driving): where should you be
• 6 key ideas of market-driving strategy and why market-driven strategy is inadequate
• Conducting a quick performance audit in your industry to see patterns of predictable market-driven behavior
• 3 levels of market-driving strategies
• 3 pillars of market-driving strategies - - look at logic of strategy (LOS), not logic of industry (LOI)
• Spotting opportunities and threats in your value chain

Module 2:  Market-Driving Strategies Principles, Analytical Tools and Frameworks

• Principle 1: Being better is the greatest enemy of being different (Analytical tool: Performance Audit)
• Principle 2: Underserved & unserved markets are major growth opportunities (Analytical tool: New Demand Wheel)
• Principle 3:  Turn hurdles into opportunities (Analytical tool: B.I.D.A. Check-up)
• Principle 4:  Eureka moment replaces cut-and-paste status quo (Analytical tool: Insighting Iceberg)
• Principle 5:  Change paradigm to expand market options (Analytical tool: Ideation Windows)
• Principle 6:  Break the rules by creating new industry logic and business system (Analytical tool:  MDS Planning Map)
• Principle 7:  Convert compelling value proposition into compelling profit (Analytical tool: MDS Hexagon)

Module 3:  New Demand Wheel

• 9 ways to define underserved and unserved markets
• Why underserved and unserved markets are more attractive
• How to maximize your underserved and unserved market potential
• Group exercise

Module 4:  B.I.D.A. Check-Up

• Customer's moment of truth
• Gap analysis in pre, first and second moments of truth
• Brand building and 3 types of customer's benefits
• What's the Job to be Done (JTBD)?
• 4-part question framework
• Group exercise

Module 5:  Insighting Iceberg

• Common nonsense we never question
• What's hidden in the iceberg?
• Focusing merely on problem or pain points is limiting
• Group field exercise (please wear comfortable shoes)

Day 2
Module 6:  Ideation Windows

• What is being strategic?
• Getting ideation clues from simplified strategic planning process
• 8 ideation windows: Concepts and cases
• Group exercise

Module 7:  MDS Planning Map

• 4 x 5 or 7 x 5 matrix
• Lesson from "Good to Great"
• Tips on how to make new idea succeed
• Group exercise

Module 8:  Summation

• MDS Hexagon: Do we have a viable business model?

Note: Schedules are best estimates, outline is subject to update

MORE PARTICIPANT’S TESTIMONIALS

Amy Valiente, head of internal audit of Globe Telecom “Great materials!  The transition from theory to application is perfectly handled”.

Bernard “DINGO” Turno, region commercial manager of Coca-Cola Bottlers Phils. “Mr. Go is definitely a subject matter expert, and was very effective at making sure the concepts were understood well.”

Arturo Cruz, marketing director of Seaoil “Definitely enlightening! Highly engaging!”

Noel Ostrea, VP – finance/admin of Ostrea Mineral Labs, Inc. “Very glad to experience Josiah in person - he exceeded expectations”.

Edel Tamani, market development manager of San Miguel "Market-Driving Strategy has provided us the most simplified framework on how to uncover market potentials"

Maricar Mateo, manager of marketing services of BPI/MS Insurance “Fantastic sense of humor was definitely appreciated”.

Be inspired with a generous number of local and international case studies to be discussed:

• How to leapfrog from being number 3 to number 1
• How to make competition have a hard time to match your offer
• How to revive a declining industry
• How to compete with low price competitors
• How to lower your price but still make a lot of money
• How to "delegate" tasks and make your customers happy
• How to spot vulnerabilities in your value chain
• How to expand markets that are considered saturated
• How to spot areas for growth potential
• How to prioritize which non-user segments to exploit
• How to use benefit segmentation to enlarge your market
• How to convert deep seated customer's frustration into an opportunity
• How to handle customer bonding opportunities with few questions that really matter
• How to convert traditional strategic planning process into category growth planning process
• How to improve ideation in your company
• How to create new demand instead of cannibalizing your existing volume

Discover how the following products and services can use Market-Driving Strategies:
Automotive - Beverage - Biscuits - Clinic - Console Gaming - Electronics - Feminine Wash - Fashion - Fast Food - Fitness Center - Furnitures - Ice Cream - Medical Equipment - Mining - Network Marketing - Nursing Review - Office Equipment - Online - Personal Care - Petroleum - Pharmaceutical - Planners -  Publications - Repair services- Restaurant - Retail - Silicone - Sports - Supermarket - Telecom - Transportation - Travel – Watch

Target participants: Ideally, the entire management team composed of CEO, managing director, head of functional areas such as marketing, sales, product development, R&D, finance, strategic planning, OD, operation, HRD and the like.  Individual participants are also welcome. 

Typical class profile is as follows:
20% Top management (CEOs, COOs, GMs)
40% Marketing and Sales Heads
20% Non-Marketing Executives (Finance managers, R&D, etc)
20% Marketing Support Team