Marketing Innovation

Marketers need to avoid a herding mentality, looking and behaving similar to competition. They need to stop benchmarking and start using a new lens to look at their value proposition and marketing mix. Packed with 100 local and international examples to inspire participants to create their own innovation

Benefits to Participants 
·         Understand how to reframe value 
·         Create new ideas on demand   

Benefits to Company
·         Bring practical marketing toolkit to apply to real-world challenges and barriers methodically 
·         Empower subordinates with framework instead of leaving them to chance  

Program Overview: 
What innovation are your known for? 
What is Marketing Innovation? 
·         3Cs of marketing vis-à-vis 2 parts of innovation 
·         What’s wrong with traditional strategic planning and how to reframe stratplan questions? 
·         5 ways to find marketing innovation (The restaurant example) 
·         5 key questions to ask 
·         “SCENIC” acronym 
·         Two cases on enhancing consumer buying experience (supermarket and solar) 
·         Balancing demand vs. supply 

Innovating your Value Proposition 
·         Creating a new crusade (amusement park, training, medical treatment, advocacy) 
·         Understanding new market space (medical device, electronic games, planner, hard drinks, beverage, advertising) 
·         Differentiating via new satisfaction (detergent, coffee, eyewear,  software, banking, food, electronics, fast food, dessert, buffet, personal hygiene, bags, automobile) 
·         Developing a new profit source (entertainment, exercise equipment, office products) 
·         18 value proposition and 25 price proposition options to choose from 

Innovating your Channel 
·         Some channel models to remember 
·         Using channel to fight market leader (gaining more with less) 
·         Cases in books, beverage, FMCG, video rental, retail chain 

Innovating your Advertising and PR effort 
·         Amplifying your message to the entire city 
·         Generating buzz 
·         Creating a mega brand (automobile, appliances, beverage, personal care, services) 
·         Cases in beverage, electronic games, ice cream, courier services 

Importance of Learning From Another Industry 

Innovating your Sales Promotions 
·         Cases in hotel, supermarket, pharma, entertainment, and food 

Innovating your Selling Effort 
·         Cases in chocolates, video rental, direct selling, coffee, and solar services 

Putting it all together 
·         7 x 5 Matrix 
·         Field workout

Target market 
·         Ideally the entire marketing team understanding framework and learning together (Team attendance)

Mr. Josiah Go 
Chief Marketing Strategist     

JOSIAH GO is chairman of 5 corporations and author of 13 bestselling marketing books. His specialization is in the area of market-driving strategy, business model innovation, profit strategy and innopreneurship where he has personally facilitated over 500 marketing, strategy and innovation workshops here and abroad since 1990.He took advanced marketing and innovation programs at MIT Sloan,Kellogg,London Business School, Wharton and at the Blue Ocean Strategy Institute.For pioneering and successfully sharing many educational initiatives, “Joe” was honored as one of the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, and one of the Ten Outstanding Young Persons (TOYP) of the World in 2002 in the field of business education, and was awarded by his peers the rare Lifetime Achievement Award in 2007 by the Association of Marketing Educators. He was also recently accorded the World Brand Leadership Award in 2009. . His dedication to lifelong education has brought him to places like MIT Sloan, London Business School, Blue Ocean Strategy Institute (France & New York), Kellogg and Wharton and has empowered him to help your firm apply the Market-Driving Strategies technology in easy-to-understand, thought-provoking, inspiring case example method.