2nd Marketing Innovation

Marketing Innovation Marketers need to avoid a herding 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. They need not just to be different from their competition, but be “different, differently.” Packed with over 100 local and international examples to inspire participants to create their own innovation, and a departure from “cut-and-paste” brand tactics.   Benefits to Participants
  • Reframe value proposition of brands
  • Create new ideas on demand; learning from other industries
  Benefits to Company
  • Bring practical marketing toolkit to apply to real-world challenges and barriers methodically
  • Empower subordinates with framework instead of leaving them to chance
  • Target market
  • Ideally the entire marketing team; learning together
  Program Overview: What is Marketing Innovation?
  • Marrying the 3Cs of Marketing to the 2 Elements of Innovation
  • Reframing the Strategic Plan
  • “SCENIC” Benchmarking
  • 5 ways to finding Marketing Innovation
  • 5 key “mathematical” questions: Addition, Subtraction, Multiplication, Division and Combination
  Innovating your Value Proposition
  • Creating a crusade; not just a campaign
  • Understanding new market space
  • Differentiating via new satisfaction
  • Developing a new profit source
  • 20 Value proposition and 25 Price proposition options to choose from
  • Case studies :Banking, detergent, coffee, eyewear, electronics, and more
  Innovating your Channel
  • Some channel models to remember
  • Using channel to fight market leader (gaining more with less)
  • Cases studies: books, beverage, FMCG, video rental, retail chain
  Innovating your Advertising, Digital and PR effort
  • Amplifying your message; generating Buzz
  • Creating a mega brand
  • Cases studies: Automobiles, toys, electronic games, ice cream, courier services, fashion
  Innovating your Sales Promotions; Selling Effort, and Social Change
  •  Cases studies: pharmaceutical, entertainment, food, furniture and hotel, and more
  Putting it all together
  • 7 x 5 Matrix: Marketing Planning Map



  • Ideally the entire marketing team understanding framework and learning together (Team attendance)



Edwin Totanes
Chief Marketing Strategist     

Agora awardee '13 in Marketing Management; recipient of the “50 Most-Talented CMOs of Asia” award during the World Marketing Summit in Malaysia 2013; former VP Strategic Brand and Portfolio Development of Universal Robina Corporation; former VP and General Manager of Coke-subsidiary Philippine Beverage Partners and Cold Drink Development Manager of Coke Thailand; former Marketing Director for Del Monte Philippines; former General Manager of the Swift Meat Division and was Chairman of The Corporate Marketing Committee of RFM; former Group Brand Manager of Kraft, Warner Lambert, and Procter and Gamble; took Advanced Management Program at Harvard Business School

Early Bird Rate

(If paid from June 2 - June 16)

Regular rate

(If paid from June 19 to July 4)

On site rate

(If paid on the day or after the seminar)

Closing Date







Deadline : Jun 28, 2017