34th Market-Driving Strategies

Learn to go beyond the usual brand switching type of promo orientation, master Market-Driving Strategies (MDS), which according to Dr. Philip Kotler, is the 4th major type of market orientation. Stand out in the market place by competing on brand relevance instead of brand preference, think gaining market penetration not just market shares without market growth.  Attend this paradigm-busting course to grow beyond your present source of revenue and profit. Apply MDS process, principles, tools and framework with a generous amount of local and international cases to attract new demand from 9 unserved and underserved markets in your industry.

Key Benefits to Participants
Each participant will learn: 
·         Discover the process, principles, tools and framework of Market-Driving Strategy that can help your brand or business experience real and sustainable growth.
·         Change your thought process by bringing strategic thinking elements into your work 
·         Explore potential new market opportunities by looking beyond traditional boundaries of growth    

Key Benefits to Company

The company will gain: 
·         Identify market-driving opportunities complementing traditional market-driven strategy 
·         Systematize market diagnosis and analytical ability of your executives 
·         Gain hands-on experience on how to improve your firm's profitability beyond being prisoner of cutthroat competition   

Program Concept: 
MARKET-DRIVING STRATEGY (MDS) helps companies redefine brand relevance instead of continuing costly brand preference.  It combines 3 important ingredients needed toward a sustainable future: Marketing + Innovation + Strategy Planning MDS brings strategic thinking back to marketing. Participants shall work in small groups and apply the 7-step MDS process.     

Program Overview: 

Module 1: Introduction to Market-Driving Strategy: Why 99% of Marketing Plans Are Inadequate
·         What is Market-Driving Strategy?
·         Where are you in the 4 types of market orientation?
·         6 quick marketing and strategy questions we seldom ask
·         How to really compete in an industry 
·         4 levels of differentiation 
·         Why UAI, Benchmarking and Best Practices are not good for market-driving strategy
·         7 steps process of market-Driving Strategy
·         Finding the sweet spot: Pain points vs. pain killers
·         State of contemporary marketing
·         Lessons in MDS
·         Sharing exercise
Module 2: Process, Principles, Tools and Framework of Market-Driving Strategies
·         Step 1: Performance audit: Turning facts into assumptions 
·         Step 2: New demand wheel: Decoding 9 underserved / unserved markets 
·         Step 3: BIDA Check-up: Uncovering 5 growth barriers
·         Step 4: Insighting Clues: Finding new truths to get out of cut-and-paste status quo
·         Step 5: Ideation Windows: 8 Ways to think out-of-the-box
·         Step 6: MDS Planning Map: Creating newness to create new demand and reinvent your industry
·         Step 7: MDS Hexagon: Converting compelling concept into compelling profit

Be inspired with a generous number of local and international case studies to be discussed:    
·         How to leapfrog from being number 3 to number 1 
·         How to make competition have a hard time to match your offer 
·         How to revive a declining industry 
·         How to compete with low price competitors 
·         How to lower your price but still make a lot of money 
·         How to “delegate” tasks and make your customers happy 
·         How to spot vulnerabilities in your value chain 
·         How to expand markets that are considered saturated 
·         How to spot areas for growth potential 
·         How to prioritize which non-user segments to exploit 
·         How to use benefit segmentation to enlarge your market 
·         How to convert deep seated customer’s frustration into an opportunity 
·         How to handle customer bonding opportunities with few questions that really matter 
·         How to convert traditional strategic planning process into category growth planning process 
·         How to improve ideation in your company 
·         How to create new demand instead of cannibalizing your existing volume         

Who should attend:   
·         Ideally, cross functional members of mancom attending together 
·         Marketing manager and their team members 
·         R&D / Product Dev’t / Innovation managers and their team members 
·         Strategic / strategy planning manager and their team members 
·         Finance manager (who acts as the company’s chief business strategist) and their team members  

What our past participants said:   
“I found the new demand wheel of Josiah Go’s Market-Driving Strategies a very useful tool. It provides avenues for us to see a multitude of possibilities not considered before and bring the business to an entirely new level”  
– Jennie Feliciano, National Category Marketing Manager, Coca-Cola Bottlers   

“Josiah is very creative. He has an exceptionally brilliant innovation machine in his brain and heart. I somehow wish it infects all of us.”  
- LaarnieCancio; AVP-Product Development; RCBC Trust and Investments Group   

“Seminar is practical. Can’t wait to finalize our Marketing plans to incorporate learnings from this seminar.” — Jorge Luna, Consumer Insights & Marketing Services Manager, Ginebra San Miguel, Inc.   

“The seminar is very mind-engaging and will help you detach yourself from your usual, you-thought-right strategy, and think out-of-the-box.”  
— Jem Ramos, Category Manager, Tupperware Brands   

“The best innovation seminar I’ve attended”  
– Eva Barrett, marketing manager of Mead Johnson Nutritionals   

“Great Seminar! The MDS concept is a game-changing approach to marketing strategy! This is world class stuff!”  
– Jay Jaboneta, Chief Story Teller, Yellow Boat Foundation   

“100% New and Fresh concepts. It’s like finally discovering the ‘missing link’ to go full blast in capturing your potential market.”  
— Paula Sanson, Marketing Officer, BPI   

“This seminar changed my perspective about marketing in today’s time!”  
— Geraldine Baula, Brand Manager, Watsons Personal Care Store, Inc.   

“Joe is the Filipino version of Philip Kotler in our country.  You can learn a lot from him. Very practical approach & examples”  
— Cris Yap, Marketing Officer, Meralco Group       

“Market-Driving Strategy is like the “Holy Grail”. This may give solutions to both big and small companies’ desire to remain profitable in their respective industries.”  
– Sean Guibone, Territory Sales Manager, San Miguel Brewery   

“Very glad to experience Josiah in person – he exceeded expectations”  
— Noel Ostrea, VP – Finance/Admin, Ostrea Mineral Labs, Inc.   

“The best in the industry. Truly an Institution.”  
— Moises D. Dela Cruz, Assistant Manager, Bounty Agro.   

“Joe’s very effective. His experience and years in the industry make him very much credible. No dull moments. Great learning experience.” 
— CecilleCaling, Group Product Manager, Ginebra San Miguel, Inc.       

Recent participants include:   
·         First Vice President of Rizal Commercial Banking Corp. (Makati) 
·         Marketing Manager of SM Mart, Inc. 
·         AVP-Strategic Marketing and Planning of Transnational Diversified Group, Inc. 
·         Marketing Director of Tupperware Brands Philippines Incorporated 
·         Senior Product Manager of United Laboratories Inc. 
·         Marketing Manager of Ayala Theaters Management, Inc. 
·         Director of Sales & Marketing of Island Cove Hotel & Leisure Park 
·         Marketing Manager of Robert Bosch, Inc. 
·         Senior Category Manager of Watsons Personal Care Stores (Phils.), Inc. 
·        Asst. Marketing Manager of The Real American Doughnut Company, Inc. 
·         AVP – Branding and Corporate of Aboitiz Equity Ventures, Inc. 
·         Director for Feed Sales and Marketing of Grains Handlers Philippines, Inc. 
·         Business Devt. Manager of Reckitt Benckiser Healthcare Philippines, Inc.                 


Mr. Josiah Go 

JOSIAH GO is chairman of 12 corporations and author of 16 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.He took advanced marketing and innovation programs at MIT Sloan,Kellogg,Harvard Business School, 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.

Regular Rate

(If paid during August 8 - September 3)

Closing Date



Deadline : Aug 28, 2018