THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

2nd Challenger Marketing: Attacking the Leaders of the Industry

If you are hungry to GRAB on a larger piece of the pie, CHALLENGE the Goliaths, and ATTACK the Leaders of the Industry; this course is for YOU!

Learn from a different perspective, the Biblical story, David and Goliath, and even more lessons from history’s classic Challenger cases, such as VHS vs. Betamax, GM vs. Ford, and Pepsi vs. Coke. Be captivated, first hand, by the “real story” behind the Philippine Challenger classics of Great Taste vs. Nescafe(2010), C2 vs. Coke (2004), Swift vs. Purefoods (1991), and Crest vs. Colgate (1981) from the man (“ET”) who actually made them happen!

Learn the success factors as well as the pitfalls! Learn too from other industries, beyond food and beverage, both domestic and international such as Telcos (Sun Cellular), Airline (Cebu Pacific), Retail (Watsons, Walmart, Amazon), Pharmaceuticals, and many more!

Understand the Challenger Strategy Matrix derived from the 3 Attack Goals and 4 Faces of Attack. Choose from the 12  Attack Strategy options suitable for your product / service to ensure challenge success.

Have a Challenger Mindset! Be the Company Champion of a successful Challenge!

COURSE OUTLINE
I.   Lessons from the Bible & History
II.  The 4 Faces of Attack
 a. Direct Attack
 b. Innovator from Different Category
 c. Low Price Attack
 d. New Business Model
III.    The 5-Step Challenge Plan
 a. Know Your Goal
 b. Assess Your Self vs. Target
 c. Define Your Challenge Strategy: 12 Challenger Strategy Matrix
 d. Organize the Challenge: The Team and the Value Proposition
 e. Assess Results / Implement Counter-Offensives

KEY BENEFITS TO PARTICIPANTS
Participants will acquire a Challenger Mindset by understanding and applying the 12-point Challenger Strategy Matrix through :
 · Real-life cases
 · De-coding success factors and pitfalls
 · A Strategic Challenge Framework

KEY BENEFITS TO THE COMPANY
Your Company will gain:
 · A strategic perspective in challenging an Industry Leader
 · A stronger Value Proposition for your Challenge Attack
 · A Champion to execute the Challenge

WHO SHOULD ATTEND
· Marketing Team : Brand Managers through to Marketing Director
· Sales Team : Sales Director, Key Accounts Director,  and Trade Marketing; as organizing a Challenge will require the combined strength of both Sales and Marketing with a single and focused GOAL
· General Management: To set the Strategic Direction and support the Champions of the Challenge

ABOUT THE TRAINING MASTER
Edwin S. Totanes
Chief Marketing Strategist

Former VP for Strategic Brand and Portfolio Development and Group Head for Marketing for Universal Robina Corporation; former VP and General Manager of Coke Subsidiary, Philippine Beverage Partners and Cold Drink Development Manager for Coke Thailand; former General Manager of RFM-Swift Meat Division and was Chairman of RFM’s Corporate Marketing Committee; former Marketing Director of Del Monte Philippines; former Group Brand Manager at Warner-Lambert, Kraft Foods, and Procter & Gamble. A full-scholar and 1978 Cum laude graduate in AB Economics at the Ateneo de Manila University and current part-time lecturer in the Leadership & Strategy course “Doing Business in the Asean Context.” Completed the Advanced Management Program at Harvard Business School in the Spring of1996 In 2013, Agora Awardee for Excellence in Marketing Management and recipient of the “Top 50 Most-Talented CMOs of Asia” award during the World Marketing Summit in Malaysia and in 2017, a Mansmith Market Masters awardee.

Best Buy Rate

(If paid on or before Oct 12)

Early Bird Rate

(If paid during Oct 13-20)

Regular Rate

(If paid during Oct 21 - Nov 15)

On-Site Rate

(If paid during or after the seminar)

REGISTRATION
Closing Date

12,888.00

+Vat

13,888.00

+Vat

14,888.00

+Vat

15,888.00

+Vat

Deadline : Nov 09, 2017