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Marketing Breakthroughs Forum

“FROM TRIALS TO TRIUMPHS”

March 24-25, 2009  1:30 to 5:30pm Crowne Plaza Hotel, Ortigas, Pasig City

What if you can have

·        the hottest marketing mentors of the Philippines

·        talk about must-know marketing and sales topics

·        to help guide you during this economic downturn

·        for a tiny fraction of the cost of their time

·        in just one forum ?

Day 1 (March 24, 2009)

From Market-Driven to Market-Driving:  Expanding Your Market When Your Customers Consume Less

By Josiah Go, Chairman and Chief Marketing Strategist, Mansmith and Fielders, Inc.

Ten Outstanding Young Men (’01), Ten Outstanding Young Persons of the World in Business Education (’02), Agora awardee (’94), author of 10 best selling marketing books

Principle of selectivity in marketing dictates that a marketer is as good as the number of viable options he/she creates before choosing the best marketing strategy that is hopefully better than competition in both value creation and value delivery.  These options are, in turn, dependent on the extent of knowledge of the planner, so updating one’s knowledge is empirical especially in a downturn economy.   Learn market-driving strategy, the latest concept in marketing discipline that will revolutionalize your marketing planning, before your competition does:

• Difference of market-driven and market-driving and why a market-driving option is indispensable nowadays
• How to thrive in a downturn economy by tapping new market space
• Why reinventing the business system that supports the value proposition needs a second hard look

From Insighting to Foresighting:  Aligning Vision and Research For A Game-Changing Future

By Dr. Ned Roberto, Vice Chairman & Chief Insight Adviser, Mansmith and Fielders, Inc.

1^st Asian co-author of Philip Kotler, former professor of Asian Institute of Management, Agora (’84), 1^st Lifetime Achievement Awardee in marketing education (’05), well-read columnist of Marketing Rx

Market foresighting is visioning when the business growing power of your successful market penetration, product development, market development or diversification will wear-out.  It calls for creative researching into the terminating consumer model responsible for uncovering the limits of the success in any one of your 4 business growing models.  It alerts you when it is time to repeat the insighting-foresighting-hingsighting-insighting cycle.  It is in the skillfull navigating of this cycle where real and true sustainability is to be found.  Learn how to grow your business by insighting for:

• The correct consumer model that can earn for your business a 2-digit growth rate via a market penetration strategy or a product development strategy;
• The correct consumer model that can gain for your business a 3-digit growth rate via a market development strategy or a diversification strategy.
• The correct consumer model that can tell you up to when the success from any of the preceding business growing strategies will last and when is the appropriate time to re-insight for your next cycle of business growing.
  

From Advertising to Advocacy:  Connecting Brands Emotionally to its Audience in Good Times and Bad

By Weena Pineda, Chief Brand Strategist, Mansmith and Fielders, Inc.

Former vice president for corporate marketing and brand, customer and channel development of Splash Holdings, Inc., former marketing executive of Unilever (foods group) and Century Canning

In the age of an educated consumer faced with so many choices, it is not enough to secure share of mind.  Now more than ever, it is the brand with the larger share of heart that wins and remains in the shopping list even in times of crisis.  Learn how advocacy marketing can provide an avenue to connect emotionally and move your brand closer to the marketer’s Holy Grail called ‘loyalty’.

•         The range of advocacy marketing

•         How to create a successful advocacy campaign

•         Pitfalls to avoid in advocacy marketing

From Fright to Fight:  Insights on Converting Your Organization into Fearless Warriors During Times of Crisis

By Malu Dy Buncio, Chief Business Development Strategist, Mansmith and Fielders, Inc.

Former general manager of Avon Cosmetics, former president director of Avon (Indonesia), Agora awardee for Asia-Pacific marketing excellence (1999)  

In times of crisis, it goes without saying that the "devil is in the detail". Strategies must be correct.  Execution must be excellent.  Evaluation and monitoring must be constant.  Corrective action must be timely.  The thread that ties all of these together is leadership. An organization is insightful if the leader is insightful.  An organization is action oriented if the leader is action oriented.  An organization is fearless if the leader is fearless. Gain insights on how to become the leader your organization needs during times of crisis. Learn from real life experiences on how to:

• Ensure your organization is pulling in the same direction
• Motivate your organization even when times are tough and results are below expectation
• Ask your organization to go the extra mile even when the organization is physically tired

Day 2 (March 25, 2009)

From Turn Down to Target:  Sales Force Effectiveness For Maximum Productivity

By Rowen Untivero, Partner & Chief Sales Strategist, Mansmith and Fielders, Inc.

Former country manager of Alcatel, former general manager of provincial operations of Smart, former professorial lecturer of Ateneo

Sales management strategy is only as good as from where one stands as well as the situation one faces.  It comes as no surprise that in troubled situations, on-track sales management strategy fails.  Logic dictates that several sales management components need to be tweaked, others completely switched off in favor of crisis components. Learn the framework and process-based approach to switching to troubled mode and effectively managing sales in crisis times.  At the very least survive. At best excel and even turnaround your situation.  Learn the following:

•         Crisis sales management framework and process

•         Crisis sales management stories

•         Survival tips for sales managers

From Consumer to Prosumer:  Understanding The Evolved Consumer

By Donald Lim, Chief E-Marketing Strategist, Mansmith and Fielders, Inc.

President & CEO of yehey.com, Founding President of the Internet and Mobile Marketing Association of the Philippines, former VP-marketing of Philippine Daily Inquirer

Understanding one's target market is as important as creating the right marketing strategy. However, technological advances and the advent of new media have brought about tremendous changes in consumer habits and behavior, and have redefined who and how we consider the
target market of our brands. Take a closer look into the new consumers, aptly called prosumers, and how they will change the way marketers view their customers and how fundamentals of marketing strategies have to be given a second look amidst the rise of prosumerism. Learn and gain a deeper understanding on:

•         Rise of prosumerism and how they will make or break businesses

•         6 key shifts brought about by prosumerism

•         How prosumers will force you to redefine your business strategy

From Pull to Push:  Converting Shoppers to Customers at the Point-of-Purchase

By Emilio Macasaet III, Partner and Chief Distribution Strategist, Mansmith and Fielders, Inc.

Former vice president for sales and distribution of RFM, former national sales manager of L’Oreal,  former professor of De La Salle Graduate School

Research says more than 70% of purchase decisions are made by shoppers at the point of purchase - your last opportunity point to communicate and convert shoppers to customers!  However, for lack of shopper insight, many marketing practitioners fail to formulate clear strategies that reflect what really happens in-store and what shoppers really want.  Bounce back!  Learn how to effectively communicate with shoppers at the point of purchase even on shoe-string budget.  Learn:

•         Understanding shoppers in their first moment of truth

•         What companies do to win at the point of purchase

•         How to obtain shopper insight without selling your shirt

From Silos to Solidarity:  Paradigm-Busting Service Delivery

By Chiqui Escareal-Go, President and Chief Service Strategist, Mansmith and Fielders, Inc.

Certified Coach, certified appreciative inquiry facilitator, faculty member of Ateneo de Manila University, took advance marketing program at Harvard and Columbia (Ceibs)

The promise of customer satisfaction hinges on the capability of companies to execute that promise across all sectors in the organization.  With more commoditization in the market, providing solutions and not just products have become imperative in creating that “oomph” that differentiates competitively. Unfortunately, many companies’ departments are not configured to work together seamlessly with each department’s know-how and skills not being transferred across silos.  Learn how companies structure themselves to provide relevant and effective solutions that are truly cater to clients’ needs.

• How silos are barriers to success
• How organizations transcend conflicts of interest
• How to integrate service execution at all levels while keeping an eye at profit

Target audience (Team attendance recommended): 

CEOs and GMs, head of marketing, innovation, sales, trade marketing, research, product development, R&D, service, finance and their teams.  Executives from agencies providing marketing communication, sales promotion and events will also be benefitted.