9th Defense Marketing

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


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


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


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?”


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


  • 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



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. He is also a co-author of the Mansmith Mentors' List : The  8 P's of Marketing.

Regular Rate

(If paid from September 17-October 15)

On-site Rate

(If paid during or after the seminar)

Closing Date





Deadline : Oct 09, 2018