101st Josiah Go's Marketing Strategy and Plans: The Best of Marketing Decision Making

Marketers need to prepare 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 9 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.
Benefits to company:
  • Improve 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 classic and contemporary, local and international case examples.
Benefits to individuals:
  • 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.
Day 1
Session 1: Marketing Strategy Simplified Choice Architecture
- Right to win vis-a-vis Play to win framework and cases
- 4 options to play in the marketplace: Key Lesson from ‘Crazy Rich Asians’
     o How to use outdoor media to create excitement and turnaround a brand
     o How to exploit forthcoming national event for viral campaign
     o How to make a boring commodity cool again
     o How to convert crisis into opportunity
Cases in mobile phone service, paper, spreadables, and sardines
Session 2: The Right to Win Choice Architecture
- Critical lessons setting the foundation of marketing choice architecture
- Opportunity-Seeking Choice Architecture
     o Pain hunting – Pain healing
     o 2 major types of opportunities
     o 3 steps to thin slice opportunity feasibility in 2 minutes
Cases in dressed chicken, consumer durable, automotive industry, pharmaceutical, sardines, coffee, co-working space, shirts, mourning services, mutual funds, and appliance retailing

Session 3: Insighting and Big Idea Choice Architecture
- 2 Legs Framework: Consumer Insighting and The Big Idea
     o Insighting iceberg
     o 12 ways to find consumer insights
     o Understanding the importance of chain of meaning
     o Criteria for good insighting and real big idea: The Big Idea, The Big Story, The Big Emotions
- Target Market (Served or Unserved Market)
     o 3 things wrong with traditional segmentation methods
     o What our last Spain vacation taught me about target market and consumer choice
     o Digital versus point of sale choices
     o The latest market segmentation based on consumer decision making instead of traditional market segmentation methods
     o 2 major segments to decide (today vs tomorrow), what traditional stratplan still doesn’t get!

Session 4: Consumer Choice Architecture
How consumers buy
    o Understanding buying behavior (consumer vs. BTB). Tip: marketing mix does not directly influence consumer choice!
    o 3 major biases of consumers
    o 2 ways consumers cope in decision making (How consumers think)
    o How emotions affect consumer choice
    o 2 ways to persuade customers that can really increase sales

Cases in detergents, soft drinks, direct sales, multi-vitamin, resto, underarm protection, shampoo, beer, manufacturing, travel, real estate, camera, department store, supermarket, fund raising, anti-obesity campaign, IT, drugstores, advertising, packaging, condiment, chemicals distribution, premium ice cream, pizza, chocolates, and digital strategy
Day 2
Session 5: Assembling The Company’s Offer Choice Architecture
- Doing deep dive to know what business you are really in
- What is Value Proposition?
    o 3 indispensable lessons on value proposition and customer relationship marketers can learn from marriage counsellors
    o 3 steps to create compelling value proposition (with 9 ready menu options to choose from)
    o 3 criteria of a compelling value proposition
    o 3 tests if you have compelling value proposition
- Pricing Strategy
    o 3 fundamentals about price
    o 3 imperatives to price right
    o 3 success strategies not to reduce price
    o 3 secrets to handle price objections
    o 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

Session 6: Innovation Choice Architecture
    o 2 elements of innovation
    o 3 major types of innovation: When to do what
    o Insighting to innovate
    o 5 ways to innovate on demand
    o Innovating in an omni channel (digital + retail) marketing trend

Cases in ice cream, agribusiness, detergent, banking, Japanese food, entertainment, consumer loan, jeans, apparel, retail
Session 7: Marketing Choice Architecture
   o 2 major biases of most CEOs
   o 3 major biases of most marketing managers
   o 2 biases of most brand managers
   o How to overcome biases of bosses
   o 4 steps to be the simplifier of choice
   o Digital Marketing Strategy
- Mobile to Physical
- Social Media to Physical
   o Innovating marketing communication (brand association, social media, rural market, and symbolism)
   o 4Ss to evaluate marketing strategy
Cases in footwear, luggage, training, awards, water purifiers, trucks, chocolates, hotels, museum, noodles, sports shoes, food supplements, shoes and advocacy
Session 8: Strategy Choice Architecture
  o Offense vs Defense marketing: What the 2016 elections can teach us about winning elections
  o Digital Strategy
- Using a digital business model as an innovative challenger strategy
- 6 steps to counter scale advantage of market leaders digitally
- Defensive marketing communication in political campaign
  o Understanding consumer’s trust
- Artificial intelligence and trust in digital age
- 4 traits of trustworthiness

Cases in entertainment, cold tablets, eye wear, personal care, hair care, underwear and payment gateway
Session 9: Execution Choice Architecture
- 5 barriers to effective execution
- 4 pillars to convert strategy to action

Cases in chicken, supply chain, retail and online
Session 10: Conclusion: Putting it all Together
- Summary and integrating lessons: Marketing and choice architecture
- Enhancing skills for mastery
Cases from the following countries shall be shared generously: 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

Josiah Go

Chairman and Chief Innovation Strategist

JOSIAH GO is chairman of 12 corporations and author of 17 record-breaking 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 1000 marketing, strategy and innovation workshops here and abroad since 1990.

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 accorded the World Brand Leadership Award in 2009. His dedication to lifelong education has brought him to places like London Business School, Blue Ocean Strategy Institute (France & New York), Wharton, Kellogg Business School (where he is an executive scholar for in Marketing and Sales Management) and MIT Sloan (where is he an executive scholar in Strategy and Innovation).

On-site Rate

(If paid during or after the training)

Closing Date



Deadline : Feb 20, 2019