Marketing Strategy and Plans: The Best of Marketing Decision-Making

Sharing an advocacy campaign from Mansmith and Fielders Inc. below where 100% of the proceeds will go to Taal eruption survivors.

“Marketers need to prepare 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.


  • Improve 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.


  • 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


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 forthcoming national event for viral campaign
  • How to make a boring commodity cool again
  • How to convert crisis into opportunity
  • Cases in mobile phone service, paper, spreadables, 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, fund raising, 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 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 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 omni channel (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, eye wear, personal care, hair care, underwear and payment gateway
  • 6 steps to counter 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: 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 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 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:

Philippines, Brazil, Germany, India, Japan, Spain, Switzerland, Taiwan, Thailand, UK, USA.

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”

To register, kindly click

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