October 6, 8, 13, 15 & 20, 2020
9:00 AM - 12:00 PM

Without a market-driving strategy, a marketing plan focusing solely on the served market is incomplete as it risks losing the underserved or unserved markets (sometimes even bigger than current customers) to other competitors.

Thus, market-driving strategy should be viewed as a source of innovation and growth for old businesses as well as a new and major revenue source of firms.Market-Driving Strategies are strategies that embrace innovative changes in the logic of industry and business system to grow its profit and industry’s demand from underserved and unserved markets.

Key topics to cover: 

  • From Market-Driven to Market-Driving: Decoding 9 Non-customer Groups
  • 7-Step Market-Driving Process
  • BIDA Check-Up: Decoding Pain Points and New Truths
  • 8 Ways to do Ideation for Underserved Markets
  • 4x5 Market Driving Map: A New Way to Use Marketing Mix

Who Should Attend
  • Progressive thinking marketers, entrepreneurs, and;
  • CFOs who want to get out of traditional price and promo-driven brand switching tactics.
Sign up for a 5+1 group discount if you plan to attend as a team, or sign up for a 50% subsidy* from Waters Philippines.
* For companies whose revenues are still not back to normal
* One person, per company only
* First come, first served

ABOUT THE INDUSTRY EXPERT
JOSIAH GO
Chairman and Chief Innovation Strategist

Josiah Go is the Chairman and Chief Innovation Strategist of Mansmith and Fielders, Inc., and Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines). He is Chairman / Vice Chairman / Director of over a dozen companies. He is thought leader with 18 bestselling and recordbreaking marketing and entrepreneurship books, as well as the most awarded business educator of the Philippines having been recognized as 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 World JCI in a competition of over 1,000 TOYMs), 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 were 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 advance marketing programs at Harvard, Wharton and at the London Business School.

How much to pay for each course?

REGULAR COURSES
Early Bird Rate

If paid on or before September 15, 2020

9,000.00

+Vat

Regular Rate

If paid during September 16 to October 5, 2020

10,000.00

+Vat

REGISTRATION
CLOSING DATE

October 05, 2020