Marketers need to prepare a marketing strategy to win in the marketplace but many do not have a practical way to choose the appropriate marketing strategy leading them to practice trial-and-error on their way to marketing ‘la la land’. In this seminar, marketing choice architecture, or carefully designed decision options in which marketers make choices, is introduced in order to help marketers be updated and simplify their decision making by using the right tools, criteria, templates and frameworks as choice architects in formulating and executing the right marketing strategies and tactics to attain a three-way strategic win.

During the 2-day seminar, Josiah Go, the most awarded business educator in the Philippines, will speak on eight different but inter-related topics and share generous number of cases, both classics and contemporary, local and international. At the end of each topic, there will be reflection exercises to apply learning.

This course is a must-attend for all existing and aspiring marketers.

KEY BENEFITS TO COMPANIES

  • Improve the capacity of the company’s leadership to take marketing people with them to the next level.
  • Understand whether the category they are in has the ‘right to win’ vis-a-vis how to ‘play to win’.
  • Apply extra learning from dozens of other industries, carefully chosen to balance classics and contemporary, local and international case examples.

KEY BENEFITS TO PARTICIPANTS

  • Discover how to become a choice architect in marketing rather than having an idea popping out from nowhere.
  • Improve productive use of time by understanding marketing decision sequence and options
  • Interact with other marketers to practice social sensemaking in group exercises

PROGRAM OVERVIEW
Module 1: Marketing Plan Simplified Choice Architecture

  • Right to win vis-a-vis Play to win framework and cases
  • 4 options to play in the marketplace
  • How to use outdoor media to create excitement and turnaround a brand
  • How to exploit the forthcoming national event for the viral campaign
  • How to make a boring commodity cool again
  • How to convert crisis into opportunity
  • Cases in mobile phone service, paper, spreadable, sardines, and dressed chicken
  • Reflection Exercise 

Module 2: Opportunity-Seeking Choice Architecture

  • 2 major types of opportunities
  • 3 steps to thin slice opportunity feasibility in 2 minutes
  • Cases in consumer durable, automotive industry, pharmaceutical, sardines, coffee, co-working space, shirts, mourning services, mutual funds, and appliance retailing
  • Exercise: Voice of Customers

Module 3: Target market and Positioning Choice Architecture

  • 3 things wrong with traditional segmentation methods
  • What our last Spain vacation taught me about target market and consumer choice
  • Digital versus point of sale choices
  • The latest market segmentation based on consumer decision making instead of traditional market segmentation methods
  • 2 major segments to decide (today vs tomorrow), what traditional strategic plan still doesn't get!
  • 2 major strategies to choose for the target market (market-driven vs market driving)
  • Understanding consumer behavioral economics
  • Cases in travel, real estate, camera, department store, supermarket, fundraising, anti-obesity campaign, IT, and drugstores
  • Exercise: 4 Consumer Decision Segments

 Module 4: Value Proposition Choice Architecture

  • Doing deep dive to know what business you are really in
  • 3 indispensable lessons on value proposition and customer relationship marketers can learn from marriage counselors
  • 3 steps to create a compelling value proposition (with 9 ready menu options to choose from)
  • 3 criteria of a compelling value proposition
  • 3 tests if you have compelling value proposition
  • 3 fundamentals about price
  • 3 imperatives to price right
  • 3 success strategies not to reduce price
  • 3 secrets to handle price objections
  • How to be more profitable even at lower prices
  • Cases in lodging, blood test, mild detergent, convenience store, airline, battery, malls, electronics, cars, and consumer health, satellite TV, luxury bed and ice cream
  • Exercise: Evaluation and redirecting 2Ps to drastically improve the value proposition

 Module 5: Innovation Choice Architecture

  • 2 elements of innovation
  • 3 major types of innovation: When to do what
  • Insighting to innovate
  • 5 ways to innovate on demand
  • Innovating in an omnichannel (digital + retail) marketing trend
  • Innovating marketing communication (digital to physical, brand association, social media, rural market, and symbolism)
  • Cases in art, noodles, sports shoes, food supplements, and advocacy
  • Using a digital business model as an innovative challenger strategy
  • Cases in sushi, fashion, entertainment, cold tablets, eyewear, personal care, hair care, underwear, and payment gateway
  • 6 steps to counter the scale advantage of market leaders digitally
  • Exercise: Innovating on Demand

Module 6: Consumer Choice Architecture

  • How consumers buy
  • Understanding buying behavior (consumer vs. BTB). Tip: The marketing mix does not directly influence consumer choice!
  • 3 major biases of consumers
  • 2 ways consumers cope in decision making (How consumers think)
  • Understanding conceptual consumption and the 4 benefits sought by consumers
  • How emotions affect consumer choice
  • 2 ways to persuade customers that can really increase sales
  • Cases in advertising, packaging, condiment, chemicals distribution, premium ice cream, pizza, chocolates, and digital strategy
  • Group Exercise: Packaging Analysis 

Module 7: Strategy Choice Architecture

  • 2 major biases of most CEOs
  • 3 major biases of most marketing managers
  • 2 biases of most brand managers
  • How to overcome the biases of marketing bosses
  • Offense vs Defense marketing: What the 2016 elections can teach us about winning elections
  • 3 criteria of good value proposition
  • 4 steps to be the simplifier of choice
  • Artificial intelligence and trust in the digital age
  • 4 traits of trustworthiness
  • Defense communication decoded
  • 4 criteria to evaluate marketing strategy
  • Cases in footwear, luggage, training, water purifiers, trucks, hotels, shoes, digital tools, and political campaign
  • Reflection Exercise: From agency brief to creative output
  • Exercise: 4-step Strategy Process

 Module 8: Execution choice architecture

  • 5 barriers to effective execution
  • 4 pillars to convert strategy to action
  • Cases in chicken, supply chain, retail and online

 Module 9: Putting it all Together

  • Group Exercise
  • Summary and integrating lessons: Marketing and choice architecture
  • Enhancing skills for mastery

Cases from the following countries shall be shared generously: the Philippines, Brazil, Germany, India, Japan, Spain, Switzerland, Taiwan, Thailand, UK, USA.

Target attendees (Team attendance recommended for immediate team alignment):

  • General managers
  • marketing managers and their team
  • sales managers and their team
  • marketing services managers and their team

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 18 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.