11th Mansmith Market Masters Conference
March 18, 2020, 9AM-5PM, Resorts World Manila

Behind The Scene: The Strategist Behind the Strategy

Top executives guide strategy formulation and execution, but is getting more difficult in a fast-changing world where agility rather than rigidity would be required. In this session, our panelists will answer questions like:

• How do the personal, educational and career backgrounds of the strategists influence them in strategy formulation?
• How does a strategist see things differently and think differently?
• How do they know if their strategies will perform better than competitors?
• What capabilities should be present in a chief strategy officer?
• Which part of strategy planning process would need changing and why?

• Robby Go, President and CEO of UBS Securities
• Benjamin Yao, Chairman and CEO of SteelAsia
• Benjie Yap, Chairman and CEO of Unilever Philippines

Intrapreneurship: What Marketers Can Learn from Entrepreneurs about Opportunity-Seeking and Risk Mitigation

The marketing management process starts with opportunity-seeking and not marketing mix formulation. New opportunities not identified and pursued will derail the growth of a company. In this session, our panelists will answer questions like:

• What are ways to effectively seek business opportunity?
• Are there practical, thin slicing processes in seeking opportunities?
• How can one mitigate the risk of new launches, new projects, new businesses in order to have higher odds of succeeding?
• When and what are the signs they need to abandon an opportunity?
• How can large companies be better than start ups in opportunity-seeking and innovation?

• William Belo,Chairman of Wilcon Depot
• Bing Limjoco, CEO of Francorp Philippines
• Robert Trota, CEO of Max's Group

Market-Driving Innovation: Exploiting Opportunities in Underserved Markets

Instead of resorting to price or promo-driven and brand-switching tactics, visionary leaders push the innovation button, creating a new path for the company’s future, potentially resetting an industry’s competitive factors, launching new categories, and attaining thought leadership then category leadership. In this session, our panelists will answer questions like:

• How to choose which specific underserved and unserved markets to tap?
• How to get insights for big idea?
• How to validate that their big idea is the right idea?
• How to sell the idea internally and to the board for budget allocation?
• What barriers can be expected to be encountered within the company and how to handle them?

• Edwin Bautista, President and CEO of Union Bank
• Tennyson Chen, CEO of Bounty Fresh Group
• Jimmy Thai, CEO of The Primer Group

The David Phenomenon: The Mindset of a Serious Challenger

Goliath, with all the strengths and advantages of a dominant soldier, lost to a shepherd named David, giving hope that in the marketplace, challengers can gain more than a niche and even win. In this session, our panelists will answer questions like:

• What are ideal situations to compete against established brands?
• How should startups and smaller players compete with established Goliath in the marketplace?
• What should market challengers never do?
• How to determine if established players will retaliate or not and what to do about these scenarios?
• How to estimate the probability of success of a challenger in the marketplace?

• Tony Moncupa, Jr., Vice Chair and CEO, East West Bank
• Venus Navalta,CEO of IPG Mediabrands
• Jerome Ong, President, CDO Foodsphere

Distinctiveness vs. Differentiation: Competing in an Increasing Commoditized Market

Standing out in the marketplace is becoming harder and harder. The push for differentiation may be misguided as it is getting a shorter “shelf life”. An alternative is to be distinctive, with recognizable assets and ideas associated with the brand that are liked by the customers. In this session, our panelists will answer questions like:

• How do you differentiate against competitors in the industry?
• What can be the distinctiveness of a company and brand?
• What is the process of arriving at differentiation as well as distinctiveness?
• How to compete to avoid the commoditization trap?
• How does a firm, especially large established organizations, ensure continuous market relevance?

• Backy Baquiran, President of UNILAB Inc.
• Tina Tan, President and CEO of SuySing
• Wick Veloso, President and CEO of PNB

* Speakers, sessions, and schedule may be subject to change without prior notification.
* Ticket/s will only be reserved for two (2) weeks and will be automatically released if invoice has not been settled. For credit arrangement (those who cannot pay within two weeks), please send an email to ask@marketmastersconference.com. 
* GROUP discount below will apply:
3-9 participants            10% discount to all tickets
10-29 participants           15% discount to all tickets
30 and above participants    20% discount to all tickets
Note: tickets need not to be the same

* Ticket includes all-access to 5 high-impact sessions, power networking, Q&A access via the conference app, and e-certificates after the event (upon request). Meals are not included. 
* Cancellation after payment is NOT allowed due to very limited tickets. Substitution is possible at any given point before the conference. Please email ask@marketmastersconference.com. 
* Note: The earlier the payment is settled, the better the seat can be. Those who will be paying first will be given the center seats (applicable to SVIP, VIP, and GOLD tickets); or whichever is closest to the center (applicable to SILVER and BRONZE tickets). Otherwise, seat number will be assigned during March 18, 2020 conference check-in.

How much to pay for each course?


SVIP PLATINUM SEAT, includes a networking lunch.




Seat at the VIP area *please refer to the terms and conditions.



GOLD Ticket

Seat at the GOLD area. *please refer to the terms and conditions.




Seat at the SILVER area. *please refer to the terms and conditions.




Seat at the BRONZE area *please refer to the terms and conditions.




March 11, 2020