“Josiah Go’s ‘Marketing Strategy and Plans’ is the longest-running marketing strategy seminar in the Philippines. On its 107th 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 uncertain times.
During the 5-session 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.
BENEFITS TO COMPANY
- 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.
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
PROGRAM OVERVIEW
Session 1: Marketing During Uncertain Timeschitecture
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.
Session 2: Marketing Strategy Simplified Choice Architecture Architecture
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
Session 3: Understanding Customers and Marketing Choice Architecture
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
Session 4: Choice and Assembling Your Offer
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
Session 5: Innovation and Marketing Decision-Making and Execution
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
Target attendees
(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”
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