Marketing Strategy and Plans: The Best of Marketing Decision-Making

Marketing 3Cs context

•  Austerity marketing question

•  Change in spending habits

•  Learning from past economic crisis

•  Changes in shopping behaviors

•  5 roles of marketing during a recession

• 21 key directions

• Cases in pasta, telecom, beer, software, automotive, supermarket, soft drinks, coupons, car rental, hotel, bank, internet café, construction, food, health, ecommerce, tourism, mall, BTB, restaurant, beverage, personal care. 

Part 1: Marketing Strategy Simplified Choice Architecture

• Right to win vis-a-vis Play to win framework and cases

• 4 options to play 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

• Cases in telecom, paper, app, and spreadables

Part 2: The Right to Win Choice Architecture

• Critical lessons setting the foundation of marketing choice architecture

• Opportunity-Seeking Choice Architecture

• Thin slicing opportunity feasibility in 2 minutes

• Understanding Offering model: mitigating risk and selection criteria
  

• Cases in biking, dressed chicken, automotive industry, toys, and eye care

Part 1: Understanding Customers Choice Architecture

• 2 “Legs” Framework: Consumer Insighting and The Big Idea

• 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, direct sales, automobile, train, beer, and multi-vitamin

Part 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!

• Cases in camera, real estate, restaurants, retail, semi-conductor, and travel

Part 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

Part 2: Assembling The Company’s Offer Choice Architecture

• 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 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

Part 1: Innovation

• Innovation Choice Architecture

• 2 elements of innovation

• 3 major types of innovation: When to do what

• 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
  

Part 2: Marketing Decision-Making and Execution

• Marketing biases that got away in the past

• 2 major biases of most CEOs

• 3 major biases of most marketing managers

• 2 biases of most brand managers

• How to overcome biases of bosses

• 4 steps to be the simplifier of choice

• Innovating marketing communication 

• 4Ss to evaluate marketing strategy

• Execution

• Cases in footwear, luggage, bed, trucks, chocolates, water purifiers, paints, automotive, games, and food supplements