THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

Defense Marketing

Defense Marketing
by Josiah Go
 

4 Psychologies of an Attacker6-Part Marketing Defense Plan
5 Most Destructive Moves of an Attacker
4 Strategic Options of a Defender
Over 80 Weapons to Counter Attackers
 
KEY BENEFITS TO PARTICIPANTS
Each participant will:                                                                                           

  • Understand, recognize and anticipate patterns of competitive behavior 
  • Know how to respond to competitor’s most likely moves 
  • Distinguish the stakes between growth vs. defense strategy 
  • Manage your career when you don’t put brand or company at serious risk of stagnation by a neglected defense

 
KEY BENEFITS TO THE COMPANY
The company will gain:

  • Know the consequences of relying solely on growth options without a defensive plan 
  • Understand tools (from tactical to strategic) when dealing with competitive attacks 
  • Recognize traps to avoid to keep your customers and save your brand and business 
  • Understand how established competitors will respond before you launch a new industry offer

 
PROGRAM CONCEPT  
When you have a profitable growing business, competition will be attracted to join you sooner rather than later. This is the reason why corporate performance is usually relative, and seldom absolute, to competitive moves. Success will be affected by what key competition will do or is unable to do. Learn to view marketing from a defensive lens, know if counter attacks are needed, know how new entrants and competition will steal your market shares and discover ways you can stop them from hurting your sales, profit and equity.
 
Recognize that even good and innovating products can fail if not defended effectively. Improve odds in your favor! This seminar will answer questions like:
 
“How can I anticipate competitive moves?”
“How can I push back competitive attacks and strengthen my business and brand?”

Or as an Attacker:
“What incumbents in the market might do to defend against you?”
 
PROGRAM OVERVIEW
Module 1: Defense Lessons From Marketing History 

  • Why competition behaves the way they do 
  • Making good use of pre-mortem 
  • 6-part defense plan 
  • 4 psychologies of an attacker 
  • 5 defense visions to choose from 
  • Tips to create a rapid response capability

Module 2: Knowing Self Against Competition 

  • Inventory of capabilities versus vulnerabilities 
  • Understand what drives retention 
  • Demand versus supply side competition 
  • Decoding your attacker (30 things you need to know)

 
Module 3: Predicting Competitive Behavior 

  • 5 most destructive weapons of an attacker 
  • 3 general ways new entrants will attack 
  • Understand and evaluate attacker’s threat level 
  • When to respond and when not to 

 
Module 4: Evaluating How Competition Will Affect Your Brand 

  • Consumer adoption model 
  • Perceptual mapping and its consequences 
  • Research findings about defense strategy 
  • 6 clusters to stop competition 
  • 4 strategic options of a defender 
  • Over 80 defensive weapons to protect and fight back with 
  • Defending against low price attacks 
  • How to determine defense budget 

 
Module 5: Putting It All Together 

  • How to avoid being attacked 
  • Some violations to avoid 
  • Performance audit 
  • Integrating exercise 

 
Generous amount of case examples from the following products and services will be shared as follows:

  • Airlines 
  • Appliances 
  • Beer 
  • Beverages 
  • Brandy 
  • Canned food 
  • Chicken 
  • Consumer health 
  • Dessert cream 
  • Fast food 
  • Ice cream 
  • Online 
  • Packaged Food 
  • Personal care 
  • Pharmaceutical 
  • Restaurants 
  • Retail 
  • Rubbing alcohol 
  • Soap 
  • Software 
  • Telecom 
  • Tires 
  • Toothpaste 
  • Vehicles 
  • Video 
  • Watch 
  • Water

 
WHO SHOULD ATTEND

  • A must-attend course for brand, A&P, new product, trade and key account managers who want to thrive when competition attacks
  • Finance managers since defense entails prompt financial choices and mitigating risk
  • A recommended course for those planning to attack the market leader to know what they might do to defend against you

 
 
 
ABOUT THE INDUSTRY EXPERT
JOSIAH GO
Chairman and Chief Innovation Strategist
 
Record-breaking, bestselling author Josiah Go is the Chairman of Mansmith and Fielders, Inc. (the leading marketing and sales training company in the Philippines), 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.

Known as one of the Philippines’ most respected marketing gurus, he is 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 JCI International by far), 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 was 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 also the first Filipino to have completed the Blue Ocean Strategy qualification process in Insead, France and is the first in Southeast Asia to have taught this as a 3-unit, full semester course in a university.  His current interests include Market-Driving Strategies, Innovation, Profit Strategy and Innopreneurship.

A bestselling author with 16 marketing books, Josiah has taught at the De La Salle and Ateneo Universities as well. 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 Wharton, Harvard and at the London Business School.  His industry affiliations include being National President of the Philippine Marketing Association (1991), Chairman of the Direct Selling Association of the Philippines (2002), National President of the Association of Marketing Educators (2004-2005). Most recently, he is founding Chairman of White Space Club International. An entrepreneur and marketing practitioner, he continues to be involved in various advocacies aimed at youth empowerment, innovation and entrepreneurship namely, the Young Market Masters Awards (YMMA), Mansmith Innovation Awards, Day 8 Business Academy, Jeremiah Fund, Marketing Educators' Training, and the MarkProf Foundation.