Marketing Warfare

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at sales@cce.ateneo.edu.

Marketing Warfare: Winning Versus Bigger Brands aims to equip your business with tried and tested techniques on how to compete and WIN against bigger brands. Gain an overview of what advantages bigger brands and market leaders have. Acquire techniques to find their vulnerabilities and develop a battle plan against them. These range from full frontal attacks, flanking moves, and guerilla strategies. This course will also discuss defensive moves against an assault by a major brand.

Most of the strategies are cost effective, which allows smaller brands competitive leverage despite being out-spent. Numerous actual examples will be provided for maximum practical learning.

After the course, you will:
1.   Gain an overview of the laws of conflict and warfare;
2.   Understand big brand failures and learn from small brand victories;
3.   Craft an appropriate game plan for delivering a crippling blow to competition or establish sizeable segments to dominate profitably;
4.   Learn how to maximize advertising and promotions budgets; and
5.   Learn to survive a protracted, long drawn marketing battle.

• CEO’s
• Business owners
• Marketing managers
• Brand managers
• R&D/Product development managers
• Advertising creative and account managers

Part I

• Going beyond understanding consumers:the importance of reading the competitive landscape right
• The nature of competition and conflict
• Learning from military principles of warfare
• Dissecting big brand advantage and finding vulnerabilities
• Big brand failures, small brand victories
• Defining the desired outcome

Part II

• Choosing the type of attack
• Conventional marketing warfare: Frontal attack
• Flanking attack
• Shock and awe: Delivering a crippling blow up-front
• Going guerilla
• Defending from a big brand assault
• Surviving a war of attrition: The Long Drawn War (pacing your resources)
• Retreat and cutting loses

is the General Manager of RFM Corporation leading the company’s turnaround through rapid growth in sales and profits. He was able to successfully revive the Sunkist brand and launch a low cost ready-to-drink milk that is currently growing its market share.