THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

4th 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 froma 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), Pharmateuticals, 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 focussed GOAL

·         General Management: To set the Strategic Direction and support the Champions of the Challenge

 

 

 

ABOUT THE INDUSTRY EXPERT

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 recepient of the “Top 50 Most-Talented CMOs of Asia” award during the World Marketing Summitin Malaysia and in 2017, a Mansmith Market Masters awardee. He is also a co-author of the Mansmith Mentors' List: the 8 P's of Marketing.

Early Bird Rate

(If paid on or before October 13)

Regular Rate

(If paid during October 14 - November 12)

On-Site Rate

(If paid during or after the training.)

REGISTRATION
Closing Date

13,888.00

+Vat

14,888.00

+Vat

15,888.00

+Vat

Deadline : Nov 06, 2018