Josiah Go’s ‘Marketing Strategy and Plans’ is the longest-running marketing strategy seminar in the Philippines. On it’s 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. The latest batch is updated again to include marketing during pandemic time.

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.

Cases from the following countries shall be shared generously: Philippines, Brazil, China, Denmark, Germany, India, 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.

WHO SHOULD ATTEND (Team attendance recommended for immediate team alignment)

• General managers

• marketing managers and their team

• sales managers and their team

• marketing services managers and their team

PROGRAM VERVIEW

DAY 1:

Topic 1: Marketing During Uncertain Times

• Marketing 3Cs context

  • Austerity marketing questions

  • Change in spending habits

  • Learning from past recessions

  • Changes in shopping behaviors

  • 5 roles of marketing during a recession

  • 21 key directions

• Cases in software, automotive, supermarket, softdrinks, coupons, MLM, car rental, hotel, 

DAY 2

Topic 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 toys, paper, app, and spreadables

Topic 2: The Right to Win Choice Architecture

• Critical lessons setting the foundation of marketing choice architecture

• Opportunity-Seeking Choice Architecture

  • Pain hunting – Pain healing

  • 2 major types of opportunities

• 3 steps to thin slice opportunity feasibility in 2 minutes

• Cases in dressed chicken, consumer durable, automotive industry, sardines, appliance retailing and water purification

DAY 3

Topic 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, beer, and multi-vitamin

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

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

DAY 4

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, deodorant, fraternity, healthy food, ice cream, organ donation, orange juice, packaging, pizza, political campaign, and spreads

Topic 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 blood test, mild detergent, convenience store, airline, battery, malls, magazine,  electronics, cars, consumer health, satellite TV, luxury bed, ice cream, airline, online, solar and electronics

DAY 5

Topic 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 detergent, public transport, tourism, lending, ice cream, agri business, banking, entertainment, Japanese food, jeans, and fashion

Topic 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

• Cases in footwear, luggage, training, awards, water purifiers, trucks, chocolates, hotels, museum, noodles, sports shoes, food supplements, shoes and advocacy