109th Marketing Strategy and Plans: Right to Win, Play to Win
By Josiah Go
Josiah Go’s “Marketing Strategy and Plans” seminar is a true staple in the world of marketing education in the Philippines. This seminar has been the go-to-choice for marketers for so long, and here’s why: it works. Now, as it celebrates over 100 batches, it’s back with a fresh look and feel. The seminar has been completely revamped with brand-new real-world case studies and a catchy new title: “Right to Win, Play to Win: The Best of Marketing Decision Making”.
Here's the real secret behind its longevity: thousands of marketers have walked through its doors and emerged as leaders. Many of them have gone on to take up senior roles in their organizations. As a powerful example of the impact this seminar can have: One marketing head attended this seminar, and within six years, managed to catapult their brand’s growth by an astonishing 500% competing with multinationals. That’s the kind of transformation impact this semester can have on your team.
This seminar introduces a game-changing tool called the Right to Win, Play to Win” quadrant. It’s like a roadmap that can help your team understand where they stand in the competitive arena and, more importantly, what steps they need to take to win.
If you want your team to excel in marketing and make smarter decisions, this seminar is a must. It’s a unique opportunity to equip your people with the skills and insights they need to succeed. Don’t miss out on this chance to invest in their growth and the future success of your business.
RIGHT TO WIN, PLAY TO WIN FRAMEWORK
Marketers, picture yourself as architects. Just like architects craft a strong foundation before building a structure, marketers should lay down a solid groundwork before diving into campaigns. We’re introducing the concept of Marketing Choice Architecture, a method where marketers meticulously design decision options. This approach empowers marketers to stay updated and streamline their decision-making process by utilizing the right tools, criteria, templates, and frameworks. In essence, it transforms marketers into choice architects who expertly construct and execute the perfect marketing strategies and tactics, leading to a triumphant three-way strategic victory.
Explore an International Perspective:
Prepare to embark on a journey through carefully curated marketing cases hailing from 14 diverse countries. From the Philippines to the USA, and everywhere in between - Brazil, China, Denmark, Germany, Korea, India, Italy, Japan, Spain, Switzerland, Taiwan, Thailand. We’re bringing you a rich menu of insights.
But here’s the game-changer: it’s not just about learning; it’s about immediate application. We encourage you to bring your entire team, allowing for instant alignment and collaboration. Plus, there’s a special team discount waiting for those who are ready to put their newfound knowledge to work, receiving on-the-spot mentoring to tailor these strategies to your company’s unique situation. It’s an opportunity for rapid transformation that you won’t want to miss.
Topic 1: Unleashing the Power of "Right to Win and Play to Win" Frameworks and Real-World Cases
(These aren't just theories, they're practical tools to drive your marketing success.)
3 Key Marketing Metrics as your guiding star on the path to success (10 Desired Outcomes)
The Right to Win Funnel
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 choices in the value chain
- How to convert crisis into opportunity
Exploring the 4 Play Options in the Marketplace
Cases in chicken, retail, toys, papers, app and spreadable
Topic 2: Spotting The Right To Win
Opportunity-Seeking Choice Architecture
Thin slicing opportunity feasibility in 2 minutes
Understanding Offering model: mitigating risk and selection criteria
Cases in biking, dressed chicken, retailing, apparel, co-working space, stroller, automotive, teleco industries
Topic 1: Understanding Customer Choice Architecture
(The Heart of Marketing)
The inseparable twins - Insighting and Big Idea: Transforming Ordinary to Extraordinary
Critical Criteria and Definitions
12 ways to find consumer insights and Connect with your Target Market on a Profound Level
Understanding the importance of chain of meaning to Understabd Consumer True Intent, Beliefs and Emotions
Topic 2: Hitting the Bullseye: Mastering Target Market Dynamics
Served or Unserved Market
- 3 Critical Flaw in Traditional Segmentation Methods that maybe Holding you back
- What our Last Spain Vacation Taught me about Target Market and Consumer Choice
- Digital versus Point of Sale Choices
- The Latest Market Segmentation Method Based on Consumer Decision Making instead of Traditional Market Segmentation Methods
2 Major Segments to Decide - What Traditional Stratplan Often Overlook to Future-Proof Your Marketing Strategies
Cases in resto, real estate, camera, retail, wine & semi-conductor
Topic 1: The Art of Choice - Decoding Consumer Decision - Making
Category Choice Hierarchy
How Consumers Decide
- Understanding consumer behavioral economics
- Understanding buying behavior (consumer vs. BTB). Tip: The marketing mix does not directly influence consumer choice! We'll Show you why and what you should focus on instead
- 2 ways consumers cope in decision making (Leveraging How Consumers Think)
- How emotions affect consumer choice
- 2 ways to persuade customers that can really increase sales and Turn them into loyal customer
Cases in cat food, barber shop, healthy food, ice cream, organ donation, orange juice, packaging, and spreads
Topic 2: Creating An Irrestible Offer - From Product to Pricing Strategy
What is Value Proposition?
- Unexpected Lesson: 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
Mastering the Art of Pricing
- 3 Fundamentals Principles that Underpin Effective Pricing
- 3 Non-Negotiable Imperatives for Pricing Right w/o Reducing your Prices
- 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
Topic 1: Igniting Innovation
Tools to Fuel Innovation on Demand
- 2 elements of innovation
- Insighting to innovate
- Innovating Value Proposition
- Innovating Marcom
Cases in Japanese food, restaurants, café, and noodles
Topic 2: Competitive Marketing
Performance audit: Know the Process of Evaluating and Redirecting your Marketing Strategy
The Art of Outsmarting, and Outmaneuvering your Competition to Win
4Ss to evaluate marketing strategy
Cases in shoes, bags, bed, trucks, chocolate, paint, automotive, toys, radio, food, supplement, insurance, water
“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.
2:00PM - 5:00PM
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.