108th Marketing Strategy and Plans: Right to Win, Play to Win
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.
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.
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.
Key Topics
Topic 1: Right to Win vis-a-vis Play to Win Framework and Cases
3 types of Winning (10 Outcomes)
4 Quadrants of right to win - play to win 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
- Key lessons of winning and strategic moves4 options to play in the marketplace
Cases in toys, papers, app, and spreadable
Topic 2: The Right to Win
Opportunity-Seeking Choice Architecture
Thin slicing opportunity feasibility in 2 minutes
Understanding Offering model: mitigating risk and selection criteria
Practice Time
Cases in biking, dressed chicken, retailing, apparel, co-working space, stroller, automotive, teleco industries
Topic 1: Understanding Customers Choice Architecture
2 “Legs” Framework
Insighting iceberg
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, multi-vitamin direct sales, automobile, train & beer
Topic 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!
Practice Time
Cases in resto, real estate, camera, retail, wine & semi-conductor
Topic 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
Topic 2: Assembling The Company’s Offer
Route of Value Proposition to Marketing Plan
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
Pricing Strategy
- 3 fundamentals about price
- 3 imperatives to price right
- 3 success strategies not to reduce price
- 3 secrets to handle price objectionsHow to be more profitable even at lower prices
Practice Time
Cases in bottled water, blood test, consumer health, satellite TV, luxury bed, ice cream, airline, online and solar
Topic 1: Innovation
Innovation Choice Architecture
2 elements of innovation
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
Topic 2: Competitive Marketing
Performance audit: Evaluating and Redirecting your Marketing Strategy
How to outsmart, outmaneuver your competition to win
4Ss to evaluate marketing strategy
Practice Time
Cases in shoes, bags, bed, trucks, chocolate, paint, automotive, toys, radio, food, supplement, insurance, water
TESTIMONIALS
“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.
Schedule
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.
Methodology
Lecture, Small Group Discussion, Reflection, Short AVP, Q&A
Past attendee
Top Management (16.54%), Directors (9.45%), Managers (36.22%), Supervisors (17.32%), Marketing Assistants / Specialists (20.47%).
Targeted Competencies
Customer focus
Competitive audit
Execution excellence
Analytical thinking
Strategic thinking
Brand strategy
Marketing savvy
Innovation
Josiah Go
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.