THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

Marketing Implementation

Marketing Implementation
by Chiqui Escareal-Go
 

SAVE on expensive trial-and-error efforts – – 9 out of 10 strategies fail because of poor implementation!
Ask yourself the following questions:
 
Yes No
__ __ 1) Do I need to gain competitive advantage in execution because of parity offering?
__ __ 2) Am I about to launch a new product, a new incentive plan, a new sales requirement?
__ __ 3) Am I about to embark on a project that will require organizational or cultural change?
__ __ 4) Do I need to get it right the first time?
 
Just one (1) YES answer makes you a candidate for this program.
 
KEY BENEFITS TO PARTICIPANTS
Each participant will learn:

  • Skills in designing the most effective marketing implementation program for your marketing strategy
  • Tools for critical support and commitment for ideas
  • A better understanding of what works and what mistakes to avoid in execution

 
KEY BENEFITS TO COMPANY
The company will gain:

  • Tools that the team can adopt to increase the organization’s chances of success
  • HR as a key strategic partner in the execution of marketing’s plans
  • A framework to give clarity for the company to take the right direction and identify capability gaps

 
PROGRAM CONCEPT
BUILDING YOUR PEOPLE AND ORGANIZATIONAL CAPABILITIES WILL SPELL THE DIFFERENCE.
In a commoditized market, competition can always catch up when it comes to product offerings, price or distribution. What can be an advantage is how your team executes your strategies while utilizing resources effectively to outperform others while providing customers the value they desire at profit-maximizing levels.
 
PROGRAM OVERVIEW
Module 1: Marketing Implementation Framework: An Overview
·         Marketing implementation defined: beyond marketing management

  • Understanding strategy and implementation using the Mansmith “M” Framework
  • Seeing the issues from all perspectives: Mansmith 3 Cs of Marketing Implementation
  • Is it a strategy problem or bad implementation : The Marketing Problem Diagnosis Quadrant
  • Does your organization have what it takes to successfully implement : The Mansmith   Capability Building Framework

 
Module 2: It all starts from an implementable strategy

  • 3 Cs of Critical Tasks: Choice, Clarity, Communication
  • Case study on choices to take for implementation action
  • Choices and trade-off decisions: are you inward-looking or outward-focused?
  • Using the internal 4Ps for implementation for clarity: a case study
  • Case study on communicating the launch of something new throughout the organization

 
Module 3: Being prepared by developing capabilities

  • 3 Cs of Capabilities: Coordination, Competencies, Commitment
  • Steps to develop marketing/sales capabilities
  • Effective coordination between sales and marketing via the coordination matrix
  • Building competencies via the 4 x 4 implementation matrix
  • Mastering the 4 Levels and 4 Skills in Marketing Execution: Critical skills needed by all marketing and sales management practitioners
  • Establishing commitment by looking into behaviors during transition and knowing which leadership action to take during transition
  • Case study on account-specific promo execution

 
Module 4: What infrastructures build capabilities?

  • Marketing Effectiveness
  • Building Managerial Excellence
  • 4 Traits of Excellent Marketing Implementers
  • Putting it all together : Mansmith Capability Building 5 Infrastructures Exercise Diagnosis Quadrant
  • Turnaround marketing

 
Be inspired with a generous number of local and international case studies to be discussed:

  • Agricultural products
  • Airline
  • Automobile
  • Baby food
  • Bakery
  • Bank
  • Beverage
  • Chicken
  • Consumer electronics
  • Consumer health
  • Credit Card
  • Entertainment
  • Export
  • Fashion
  • Fast food
  • FMCG
  • Grooming products
  • Interior design
  • Internet
  • Lighting products
  • Magazines
  • Media
  • Network Marketing
  • Personal care
  • Pharmaceutical
  • Plastic
  • Religion
  • Retail
  • Search firms
  • Slimming Products
  • Software
  • Sports
  • Supermarket
  • Tiles
  • Watches
  • Real Estate
  • Restaurant
  • Shampoo
  • Spa
  • Supermarket
  • Telecom
  • Tourism
  • Training
  • Tuna
  • Water Purifiers
  • Wine

 
 
Case examples of the following scenarios shall be discussed:
Account specific sales promo done nationally changing sales incentives
 

  • Communicating your theme during annual convention
  • New product development
  • New product launching
  • New sales campaign
  • Stopping trade inventory loading
  • Training curriculum (marketing and sales)

 
 
WHO SHOULD ATTEND
3 sets of people would largely be benefited from attending this seminar:

  • Marketing and Sales Management Practitioners
  • HR & OD Practitioners
  • General Managers

 
What our past participants said:
 
“This seminar is so helpful – I never knew I didn’t know much until today.”
– Jovy Carl Acueza, Marketing Manager, Marsman Drysdale Medical Products
 
“The training program together with insightful case studies were eloquently presented such that they can be easily brought back and used in the work place as a benchmark frameworks.”
– Darwin Tañedo, Sales Leader, Perkin Elmer Instruments Philippines
 
“Attending Mansmith training is a rewarding experience! Comprehensive and practical. I am now more knowledgeable to bring my team to next higher level & as a team we will soar high!”
Harry William Acosta, Trade Marketing Manager, Universal Robina Corp.
 
“This was a good one! Validation of existing practices & a lot of new approaches learned!”
Manolito Juan Anchores, Assistant Vice President, Nestle Philippines, Inc.
 
“I found the workshop enriching – presented in a way that’s easy to apply.”
 – Jeffrey Ross Damian, Product Manager, Globe Telecom, Inc.
 
“Every time I come out of a Mansmith and Fielders seminar, I am always more knowledgeable. This seminar is very timely as we will be launching more phases in Amarca. Coordination and execution will really matter.”
 – Therese Marie P. Sotelo, Sales Supervisor, Cebu Holdings
 
“I find every module so useful in the company additional inputs of marketing and sales implementation were learned.”
Alvin M. Gozon, Regional Manager, Pacifica Agrivet Supplies, Inc.
 
“I know this, but now I can actually simplify and structure my thoughts & things I have to do in an easy-to-use framework.”
 – Paula Castro, Trade Marketing Manager, Gandour Philippines, Inc.
 
“I appreciate the simplicity of the approach (in complicated topics) and the practicality of the examples. This is executable in reality.”
Len R. Concepcion, Marketing Manager, Parpharma-Meinz Pharmaceuticals Corporation.
 
“The seminar was great, it reinforced some of my current skills and more importantly, it widen/expanded my perception on the importance of “Flawless Implementation”, can’t wait to apply my new learnings & share it to my team.”
Chris Camacho, GBU-Head North Luzon, United Laboratories, Inc.
 
“I realized that good strategy is nothing without good implementation.”
Anna Katrina Mejillano, Costumer Relation E-System, URC-AIG
 
Recent participants include:
•          Trade and Market Development Manager of Coats Manila Bay
•          HR Unit Head of Infocom Technologies, Inc.
•          National Sales Manager of Uni-President
•          Vice-President ofTeam Pacific
•          Key Accounts Specialist of 3S Foods Industries
•          Marketing Implementer – CVP of Shell Gas LPG, Inc.
•          Distributor Coordinator of Mabuhay Biscuit Corporation
•          Product Officer of Smart Communications, Inc.
•          Managing Director of Arca Galleon Agriventures, Inc.
•          Trade Marketing Manager of Gandour Philippines, Inc.
•          Chief Operating Officer of Goshen Land Capital, Inc.
•          Department Manager of Grepalife Financial, Inc.
•          Franchise Director of Lots’a Pizza
•          Business Development Manager of Sta. Elena Properties, Inc.
•          Assistant Brand Manager of Bounty Agro Ventures Inc.
•          Sales Director of Pampanga’s Best,Inc.
•          Marketing Manager of Panpharma-Meinz Pharmaceuticals Corporation
•          Rewards Manager of Coca-Cola Bottlers Phils., Inc.
•          Market Analyst of Petronas Energy Phils., Inc.
•          Marketing Associate of Universal Robina Corporation
•          Business Development Officer of Rosehall Management Consultants, Inc.
•          Marketing Supervisor ofCebu Holdings, Inc.
 
ABOUT THE INDUSTRY EXPERT
CHIQUI ESCAREAL-GO 
CEO and Chief Behavioral Strategist     

 


 

  • Co-author/editor of 8 marketing and entrepreneurship books
  • Chair of the Women’s Business Council PH
  • has finished the 1-year Advanced Management Program (IESE Business School New York and Barcelona)
  • Executive Scholar in Marketing and Sales (Kellogg Business School)
  • took advanced marketing programs at Columbia Business School (Ceibs campus), Harvard Business School, University of California-Berkeley, IESE (New York)
  • Certified Master Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA)
  • one of the Top Filipina Entrepreneurs 2011 (Trailblazer category)
  • Go Negosyo Enabler Awardee 2014; ASEAN Women Network Awardee 2015

has an M.A. in Anthropology, University of the Philippines (thesis pending)