Market Strategy

Josiah Go's Marketing Strategy and Plans [INTERMEDIATE]

By :  Josiah L. Go 

Marketers need to prepare a marketing strategy to win in the marketplace but many do not have a practical way to choose the appropriate marketing strategy leading them to practice trial-and-error on their way to marketing ‘la la land’. In this seminar, marketing choice architecture, or carefully designed decision options in which marketers make choices, is 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.

During the 2-day seminar, Josiah Go, the most awarded business educator in the Philippines, will speak on eight different but inter-related topics and share generous number of cases, both classics and contemporary, local and international. At the end of each topic, there will be reflection exercises to apply learning.

This course is a must-attend for all existing and aspiring marketers.

KEY BENEFITS TO PARTICIPANTS

  • Discover how to become a choice architect in marketing rather than having an idea popping out from nowhere.

  • Improve productive use of time by understanding marketing decision sequence and options

  • Interact with other marketers to practice social sensemaking in group exercises


KEY BENEFITS FOR COMPANIES

  • Improve the capacity of the company’s leadership to take marketing people with them to the next level.

  • Understand whether the category they are in has the ‘right to win’ vis-a-vis how to ‘play to win’.

  • Apply extra learning from dozens of other industries, carefully chosen to balance classics and contemporary, local and international case  examples.


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

Module 1: Marketing Plan Simplified Choice Architecture

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

  • 4 options to play in the marketplace

  • How to use outdoor media to create excitement and turnaround a brand

  • How to exploit the forthcoming national event for the viral campaign

  • How to make a boring commodity cool again

  • How to convert crisis into opportunity

  • Cases in mobile phone service, paper, spreadable, sardines, and dressed chicken

  • Reflection Exercise 


Module 2: Opportunity-Seeking Choice Architecture

  • 2 major types of opportunities

  • 3 steps to thin slice opportunity feasibility in 2 minutes

  • Cases in consumer durable, automotive industry, pharmaceutical, sardines, coffee, co-working space, shirts, mourning services, mutual funds, and appliance retailing

  • Exercise: Voice of Customers

Module 3: Target market and Positioning Choice Architecture

  • 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 strategic plan still doesn't get!

  • 2 major strategies to choose for the target market (market-driven vs market driving)

  • Understanding consumer behavioral economics

  • Cases in travel, real estate, camera, department store, supermarket, fundraising, anti-obesity campaign, IT, and drugstores

  • Exercise: 4 Consumer Decision Segments

 Module 4: Value Proposition Choice Architecture

  • Doing deep dive to know what business you are really in

  • 3 indispensable lessons on value proposition and customer relationship marketers can learn from marriage counselors

  • 3 steps to create a 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

  • 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 lodging, blood test, mild detergent, convenience store, airline, battery, malls, electronics, cars, and consumer health, satellite TV, luxury bed and ice cream

  • Exercise: Evaluation and redirecting 2Ps to drastically improve the value proposition.


Module 5: 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 omnichannel (digital + retail) marketing trend

  • Innovating marketing communication (digital to physical, brand association, social media, rural market, and symbolism)

  • Cases in art, noodles, sports shoes, food supplements, and advocacy

  • Using a digital business model as an innovative challenger strategy

  • Cases in sushi, fashion, entertainment, cold tablets, eyewear, personal care, hair care, underwear, and payment gateway

  • 6 steps to counter the scale advantage of market leaders digitally

  • Exercise: Innovating on Demand


Module 6: Consumer Choice Architecture

  • How consumers buy

  • Understanding buying behavior (consumer vs. BTB). Tip: The marketing mix does not directly influence consumer choice!

  • 3 major biases of consumers

  • 2 ways consumers cope in decision making (How consumers think)

  • Understanding conceptual consumption and the 4 benefits sought by consumers

  • How emotions affect consumer choice

  • 2 ways to persuade customers that can really increase sales

  • Cases in advertising, packaging, condiment, chemicals distribution, premium ice cream, pizza, chocolates, and digital strategy

  • Group Exercise: Packaging Analysis 


Module 7: Strategy Choice Architecture

  • 2 major biases of most CEOs

  • 3 major biases of most marketing managers

  • 2 biases of most brand managers

  • How to overcome the biases of marketing bosses

  • Offense vs Defense marketing: What the 2016 elections can teach us about winning elections

  • 3 criteria of good value proposition

  • 4 steps to be the simplifier of choice

  • Artificial intelligence and trust in the digital age

  • 4 traits of trustworthiness

  • Defense communication decoded

  • 4 criteria to evaluate marketing strategy

  • Cases in footwear, luggage, training, water purifiers, trucks, hotels, shoes, digital tools, and political campaign

  • Reflection Exercise: From agency brief to creative output

  • Exercise: 4-step Strategy Process


  Module 8: Execution choice architecture

  • 5 barriers to effective execution

  • 4 pillars to convert strategy to action

  • Cases in chicken, supply chain, retail and online

  Module 9: Putting it all Together

  • Group Exercise

  • Summary and integrating lessons: Marketing and choice architecture

  • Enhancing skills for mastery

Cases from the following countries shall be shared generously: the Philippines, Brazil, Germany, India, Japan, Spain, Switzerland, Taiwan, Thailand, UK, USA.








ABOUT THE INDUSTRY EXPERT

JOSIAH GO 
Chairman and Chief Innovation Strategist 

  • Most awarded business educator of the Philippines: Agora Awards (1994), Ten Outstanding Young Men (TOYM) of the Philippines (2001), Ten Outstanding Young Persons (TOYP) of the World (2002), Lifetime Achievement Awardees by the Association of Marketing Educators (2007), Brand Leadership Award (2009), Who’s Who of Intellectuals (10th edition), and more.

  • Record-breaking, bestselling author of 19 books in marketing and entrepreneurship

  • Chairman / Vice Chairman / Director of over a dozen companies where the most recent post is Independent Director at UnionBank of the Philippines

  • He has given talks and facilitated over 1,000 marketing seminars in the Philippines and internationally to teams in diverse industries, in different situations and contexts.

  • 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 Harvard, Wharton and at the London Business School