Market Strategy

Marketing Innovation:
Developing Winning Marketing Mix Alternatives

By :  Josiah L. Go 


Marketers need to avoid herding-like mentality, looking and behaving similar to competition. They need to stop benchmarking and start using a new lens to look at their value proposition and marketing mix. Packed with over 100 local and international examples carefully curated to inspire participants to learn from other industries and create their own innovation, the perfect seminar for brands suffering from “cut-and-paste” tactics. A must for all marketing and sales practitioners.


  • Understand how to reframe the value

  • Create new ideas on demand


  • Bring practical marketing toolkit to apply to real-world challenges and barriers methodically

  • Empower subordinates with framework instead of leaving them to chance


  • Marketing managers, promotions manager, brand management team, agency service providers

  • Sales managers, trade marketers, key account managers

  • Suppliers of technology (apps, AI, etc.) 

  • Entrepreneurs who want to stand out versus bigger competition 

Module 1: Introduction to Marketing Innovation

  • Marrying the 3Cs of marketing to the 2 elements of innovation (You will have a 5 x 10 Marketing Alternative Grid)

  • Case: Creating a new crusade 

  • What’s wrong with traditional strategic planning and how to reframe strat plan questions with the new paradigm?

  • “SCENIC” innovation acronym

  • 5 ways to find marketing innovation (and 5 key questions to ask)

  • Cases from furniture, training, and restaurants

  • Exercise: Applying lessons from airlines, transport app, medical lab, gasoline stations, charity to restaurant innovation

Module 2: Innovating your Value Proposition

  • What’s the function of the product? The hotel case

  • What marketing is not! (The number mistake in understanding marketing)       

  • 20 value proposition and 25 price proposition options to choose from

  • 2 indispensable roles of value proposition

  • Product innovation cases from detergent, health care, consumer electronics, coffee, fast food, paper products, brandy, eyewear, bikes, soft drinks, soup, ice cream, restaurant, razor, appliances, printing, computers, backpack, personal care, oral hygiene care, detergent, automotive

  • Service innovation cases from IT service, airlines, theme parks, payment service, medical care, entertainment, wet market, water service

  • Pricing innovation from airlines, online store, BTB, hotel, appliances

  • 2 LEGS Framework: Finding Consumer Insight and Big Idea

  • Quick Exercise

  • Forming innovative culture: The insurance case

Module 3: Innovating your Channel

  • Channel as the 3rd component of your business model

  • Some channel models to remember

  • P.O.P. Sales Building Model framework

  • Using channel to fight market leader (gaining more market shares at less cost)

  • Account-specific campaigns

  • Cases from cross-merchandising, converting BTC to BTB channel, limiting your distribution, direct sales, vending machine, and fighting supermarket as a late entrant challenger (Nope, not online)

  • Quick Exercise

Module 4: Innovating your Advertising, and PR Awareness

  • What’s your big idea? 7 criteria to qualify for the big idea

  • 3 roles of advertising

  • How pharmaceutical med reps can improve their brand awareness goal

  • Understanding the love story 

  • Amplifying your message 

  • Generating buzz 

  • Using gross advertising effectively

  • Making competition advertise for you 

  • Creating a mega-brand via collaboration  

  • Cases from the supermarket, electronic games, delivery, furniture retailing and collaboration of automotive, appliances, beer, personal care, and travel agency

  • Quick Exercise

Module 5: Innovating your Digital Effort

  • Understanding 3 major paths to consumers

  • Cases from hair care, furniture retail, camera, pharmaceutical and banking

  • Quick Exercise

Module 6: Innovating your Sales Promotions

  • Are you guilty of the three biggest “cut-and-paste” promo repetition ever? The traps of price off, bundling, and trade discount 

  • What a 5-Star great sales promo look like (sales promo can be used strategically, and not just tactically)

  • Cases in airlines, baby products, hotels, fast food, furniture, and mining (Yes, mining companies can launch sales promo too!)  

  • Quick Exercise

Module 7: 
Innovating your Selling Effort

  • Using technology for speed, security, cost-savings and convenience

  • Cases in solar services

  • Quick Exercise

Module 8: Innovating for Social Change

  • Cases in controlling sexual behavior, paint, feeding, biking, board game, chocolates, and laundry care

  • How to promote advocacy, change the behavior of citizens, reduce electrical consumption, launch a school drive, or make people more nationalistic

  • Quick Exercise

Module 9: Social Innovation Using Digital APP

  • Monitoring politicians during elections, sports events, pharmaceutical, assisting the mute, and preventing domestic violence

  • Quick Exercise

Putting it all together

  • Field workout

  • Integrated cases

  • Lessons from footwear and premium bed (or work on your actual case and avail of free consulting while in the seminar)

  • Presentation and critique of marketing innovation cases


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