Sunday, December 11, 2016

Lights, Camera, Action (Directing Marketing Strategy)

After 22 years of "coaching" marketing classes, it is still a pleasant surprise and a real privilege to get invited by a world class company to facilitate a module of its marketing course.

December 1, 2016: Day 2 of the Century Pacific Marketing School with around 35 of the best marketing and sales practitioners in the country... The activities are chronicled on-line at the Class FB page...

How much can you discuss about “Directing Marketing Strategy” in an 8 hour session. Given the time constraints and the very clear objectives from management, the most essential concepts were summarized and integrated in 4 separate lectures.

I promised that I will share the lectures we used on-line... Here they are...

Lecture 1 of 4.  Prequel- Research

Key concept:  Correct strategy comes from understanding the customer through various methods. Actionable customer insights are critical to creating and driving a winning marketing strategy.

Lecture 2 of 4. Concepts and Structure for Directing Marketing Strategy

Marketing concepts and structures provide quick reference points as to default or initial options for marketing strategies.  A brand’s market position (leader, challenger, follower, nicher, loser), product life cycle (intro, growth, maturity, decline) and market life cycle (emergence, growth, maturity, decline) have time-tested, theoretically sound strategies of do's and don'ts that provide first options for your brands. The applicability of these concepts will vary on real-life marketing situations but these are useful guides. Why reinvent the wheel? Adapt the wheel to your brand’s specific needs.
Group exercises and a series of videos (downloaded from youtube) focusing on the 10 year tuna wars (and the collateral reactions in the corned beef segment) were also used to demonstrate and apply the concepts.

Lecture 3 of 4. Unconstrained: Unlimited Strategy with ZYX

Strategies are great. Knowing what the correct “marketing” term for these is even better.
But many a successful marketer, unconstrained by formal theory and structure, have created and sustained dominant brands with just this- focus on the end, knowing why it is important and then learning what to do along the way.
It has some parallels with “Management by Objective”. Streetsmart pundits call it ala-hoy or bara-bara bay. But not quite...
The best term I have found is ZYX... (good luck explaining this to others who did not attend the module...)

Lecture 4 of 4. Marketing Stethoscope for Quick, Valid Diagnostics
As marketers, we need and want information and insights about customers and markets. But the reality is we will have to make decisions based on incomplete and imperfect information. Despite this limitation, we can be masters of the process ie. Like doctors following a proven system of asking information as a way to diagnose and eventually treat all types of customer challenges...

Here is the marketing stethoscope I have developed for a quick but valid diagnosis of almost all types of marketing problems.  I really believe that the marketing stethoscope’s advantages and user-friendliness far outweigh its limitations. Due to time constraints, this was discussed very quickly and only up to the 23rd P but is shared here for easy reference...

54P Marketing Stethoscope and Diagnostic Toolkit: Paradigm Shift from Traditional 4Ps of Marketing from Remigio Joseph DeUngria

At least for that one day of December 1, we were superheroes training to make this world a better place...

Tuesday, September 6, 2016

Why ZYX is Better than ABC. Leadership vs. Basics

Management by Objectives.

Something we heard a long, long time ago. Familiar but seldom practiced in the management world.

Back to Basics or ABC or 101 is also a common management rah-rah. But ever heard of ZYX.

Here is why

Translating from Text to Heart and Mind

Marketing is like learning a foreign language.

We should be able to learn how to translate it from "text" which we dont really understand well to our own internal words of "heart and mind".

 Here is how we translate Marketing Management's Course and Session Objectives for better learning for all.

Wednesday, August 31, 2016

10 Step Marketing Plan- Comprehensive Guide, Template and Samples

This is a useful guide for making a marketing plan. It emphasizes 10 key areas for consideration:

Step 1- Primary Target Market (describe them demographically, psychographically and behaviorally)
Step 2- Needs, Wants and Demands of the Primary Target Market (relate to Maslow's Hierarchy of Needs)
Step 3- Competition and Competitive Position Map- Who are your direct and indirect competitors and how are you positioned against them (2 maps)
Step 4- What is the gap, the opportunity and how will you position (based on the gap in the competitive positioning map)
Step 5- What is the size of the market from the 3 C perspectives (customer, company and competition)
Step 6-9 is all about the traditional 4 P marketing mix
Step 6- Product: What is the product. How many variants does it have. How does it look in the shelf vs. competitors
Step 7- Promo: How is the product promoted (Integrated marketing communications: Mass Communication- Sales Promotions, Advertising, Public Relations, Events and Experiences; Personal Communication- Direct Marketing, Interactive Marketing, Personal Selling and Word of Mouth)
Step 8- Price: How is the product priced vs. competition. If the product has several variants and sizes, how is it generally priced (premium, parity or discount)
Step 9- Place- Where is the product distributed? How does it reach the customers?
Step 10- What is the generic winning strategy- Low Cost Producer? Supply & Distribution Leverage, Differentiation, Niche?

How does a 10 Step Marketing Plan look like? Here is a demonstration using Close-Up Toothpaste as the product:

How to do 10 Step Plans? The simplified, illustrated, annotated guide is shown below.
Vcoach 10 step marketing plan 2011 edition - Simplified, Annotated and Illustrated by Professor Remigio Joseph (Bong) De Ungria of the Ateneo Graduate School of Business from Remigio Joseph DeUngria

No need to reinvent the wheel.The accompanying downloadable template is shown below.
Prof. Remigio Joseph De Ungria's Downloadable Template for the 10 Step Marketing Planfrom Remigio Joseph DeUngria

In recent years, I have skipped the use of group marketing plans in favor of individual plans since I knew how many typical groups work- the work is subdivided, 3 or more meetings are wasted deciding on what to do and waiting for other members to do some work, and then just before the deadline- 1 or 2 of the 5 group members suddenly decide to take charge and finish the work. The 3 other members coast along and agree and get the same grade. A lot of wasted time and effort.

However, there is much learning as well in doing an assigned topic with a given format and then comparing how fellow group members do it.

So used  a different approach- individual submissions before a given deadline and then give enough time for the group to meet to consolidate and evaluate each individual group member's work and then come out with a best group report.

In my 2012 ASMPH Marketing Class, the following group presentation won scoring 4.0 in all categories. This is a good model for all 10 step marketing plan group and individual reports for the AGSB Marketing Management course.

The following are the marketing plans of each of the 5 group members on the same topic. Only in exceptional cases can an individual group member can score higher than the group score. The ideal scenario is that each group member makes a 10 step marketing plan first; then the group meets and decides on the best answer using each individual report as starting data.

This first individual submission exerted the most influence on the final group output. It also scored a 4.0 in all categories.

This second individual submission actually had a better choice of the primary target market than the group. However, he was obviously over-ruled when it came to the group decision. Thus, a clear warning for group work: majority wins is not always the best way to decide on differences of opinion. Things to improve on in his report: market size computations and format.

The learning point in this next individual submission is the wrong answer on the generic winning strategy and the need to improve on format.

The learning point in these last 2 individual submissions is the wrong answer on the generic winning strategy and the great need to improve on format. Content on the competition and 4Ps is lacking as compared to the other individual reports.

Prof. Bong De Ungria

Monday, August 22, 2016

Marketing Stethoscope: A Diagnostic Toolkit for Assessing Marketing Problems

The 4Ps of Marketing has long been widely used to represent a simple summation of the most basic marketing concepts.

This 54P Marketing Stethoscope represents a paradigm shift in  marketing analysis and provides a systematic approach to tackling today's marketing challenges. Just as a doctor uses a stethoscope to initially diagnose a patient, this simple tool helps in getting to the heart of the problem.

Developed by Prof. Remigio Joseph (Bong) De Ungria for Marketing Management classes at the Ateneo Graduate School of Business and the Ateneo School of Medicine and Public Health

Sunday, August 14, 2016

Transform with 14 Insights from Life as Sport with Dr Jonathan Fader and Dr Pedram Shojai

What Top Atheletes Can Teach Us About  How to Win the Game of Life

Distilled from the podcast and youtube video interview by Dr. Perdram Shojai, the urban monk:

If you have 41 minutes, you can search for the podcast or click on the youtube link below.

If you dont have time, here are the key transformative insights I got from listening to the podcast at least 5 times, and then finally getting my mind really involved by memorizing and visualizing what means most, to me and probably to you:


1. We are all competitors in the game of life. We all want to win. We can learn from top athletes. (But there is no map)

2. In many sports, it is binary. There is a winner and a loser. However, if you are competing with yourself, like getting a lower score in golf or a faster personal best in your run, then it doesnt have to be binary.

3. Regardless if its binary or competing with yourself, the best way at not winning is to learn from the "unwanted results." Seek the learning always.

4. Accept. Observe. Be Mindful You will not always win or get your wanted result. When that happens, dont struggle. Dont go against the tide. Imagine quicksand or the rip tide. Acceptance is the best first step. If you dug yourself into a hole, digging faster doesnt help you.

5. Then shift with grace and gratitude. For bikers and surfers and drivers, the best recommendation is to steer where you want to go. Dont focus on what you dont want to happen.

6. Prepare or pre-program for adversity? Yes, develop a natural, portable easy to access routine like centering your breath. Practice it so that when adversity comes, you can easily use this to cope.

7. Pay it Forward. Expect Adversity and prepare for it. Traditional psychology is called upon when there is a problem. Sports psychology is used to prepare for the expected difficult moments before these come. Do regular preventive pro-active action. Floss. Declog, Delete. Take out the gunk like that in the fishtank. Put the pH stabilizer. Otherwise, the garbage will accumulate and the problem will get bigger. (An ounce of prevention is worth more than a pound of cure)

8. When helping another person change, use motivational interviewing. First step is to tell your interviewee that you know that it is difficult to change. Second, is to explain what's in it for them. Even if you are the expert and you know exactly what they have to do to change, and then using this higher know-it-all or i've-been-thru-this pedestal to direct them on what to do doesnt work. and this is even if you are right Meet them where they are at and dont expect them to agree with you or even want to go where you have been.

9. Enjoy your time as a player. Someday, you will have to stop. So with life. Be grateful for the opportunity to have played at all.

10. The difference between thoughts and feelings. Feelings are uncontrollable, emotive, they just are. I feel sad. I feel lonely. Nothing you can do about the feeling coming out. Thoughts on the other hand can be challenged as to their rational basis. Is the thought really correct? If it is, then what behavior or action should you do next. The most common confusion comes when you mix feelings and thoughts, because then you lose control irrationally. So this is the most common disempowering thought/ feeling combo: I feel I cant do it. The disempowering thought is the monkey brain from your conscious self. (Refer to the Inner Game of Tennis about our 2 selves where the subconscious or unconscious mind is the superior self and knows exactly what must be done with no need of thoughts from Self 1- the conscious mind)

11. When you feel overwhelmed, thoughts wont help. Behaviors will. If you are on the free throw line for the game-decider, or on your second serve for match point, then thinking about anything wont help. Instead, use pre-programmed behavior that quiets the mind and allows you to just act without thinking. Your other, subconscious, superior self knows what it needs to do. Let it. So breath, say a mantra. Center. Think not.

12. This moment. Dr. Fader's mantra to focus on the now and the present. Just this moment. Quiet the mind from past and future.

13. Keep learning. Keep looking.  The best athletes in the world like Jordan or Curry are probably born with some talent already. But more than that, there is the iceberg theory. We dont see the hours of practice, or miles they have run to get to where they are at. Then, they have this I-have-to-find-the-key-orientationn of always seeking the solution and learning- trouble shooters or problem-solvers - accepting the present first and then looking for answers. Learn from Suzuki on life-long learning (so that we never grow old, we have that hunger and openness for new learnings from everyone we meet). Commit to learning...

14. As we grow in wisdom and start thinking of ourselves as experts, then we should not forget how small we are in this universe. Let's always nourish and feed our beginner's mind.

Think the insights were awesome? Find the 41 minutes to actually listen to the podcast or watch the youtube link below....

To learn more about Dr. Fader, visit his website:

Wednesday, August 3, 2016

Create Your Brand 1 Pager: Contains Your Personal Brand Logo, Slogan or Promise and Positioning

Now you know you are a brand- a personal brand with your name on it. And to you and your loved ones, you are the most important brand in the world.

Want to be a great brand that stands out from the rest?

The following case study shows the steps to develop and reinvent your personal brand.

At the very minimum, you should have an original brand logo. Think of the greatest brands in the world: Apple, Google, Nike- what do they all have? A brand logo! The logo should mean something that is both connected to the brand essence and relevant to its target market.

Often, adding heart and soul to the logo is accomplished by complementing it with a brand promise or slogan- McDonald’s? Love ko to… Nike? Just Do it! VCoach? Serves!

A few years ago, using the "Paint" program in Windows, I made my personal brand logo- it represents me in many dimensions. Then, I said what does the brand promise/slogan? Here is the hyperanimation of the Vcoach brand and its promise… (actually 1 slide building to another with narratives but hyperanimation sounds nicer doesn’t it?)

Can you change brand logos somehere down the road? Of course! So simply dive in and the real personal brand with your name on it will come out.

Aside from the brand slogan/promise, I wanted more meaning in my brand positioning of Hyper3. To my personal brand Hyper3 means: Highly personal, high performance, hyperlinked service!

Altogether now, here is the brand logo, brand promise/slogan and brand positioning of my brand. Let's call it your BRAND 1 PAGER:

Hypermarketing students:

For this assignment, there are 2 possible submissions of your BRAND 1 PAGER:

1. On-line (optional)
Post your brand 1 Pager here…

Posting tip: Upload your brand logo on Facebook. Click on the photo. It will have a url (starts with http://  ) Copy the url by pressing Control + C. Go to the post section and paste by pressing Control + V.

Be inspired by the other brand 1 Pager of other hypermarketing3 students

2. Email to (mandatory)

I recommend you submit using the 2 ways above. By doing the optional #1, you will be able to inspire others, truly an Atenean virtue.

Survive and Thrive with 20 Year Hyper3 Marketing Plans

Creating your 20 Year HYPER3- Highly Personal High Performance Hyperlinked Marketing Plan? Congratulations! It shall be an insightful and inspiring experience for you. Please scroll through this entire blogpost first and then look through the several presentations. 

Strategic Marketing creates opportunities for those who expect and prepare for the inevitable change and wreaks havoc on those who dont. The 21st Century Filipino needs to survive and thrive these disasters of change.

Strategic Marketing for the 21st century Filipino

Survive and Thrive!
Prof. Bong De Ungria

A Vision-Driven Guide to HyperMarketing Plans for the Brand with Your Name On It

The most important brand in the world is you. Not Google, not Coke and not Sony as changes to these brands don't really affect you as much as what happens to your personal and professional brand. All things being equal, a brand with a plan has more chances of success than a brand with no plan. So why not use marketing and business principles for the brand called you. Drive it with vision and constantly achieve!

"Many people overestimate what they can do in a year but more people underestimate what they can do in a decade."- Anthony Robbins in Awakening the Giant Within.

Below is the 20 Year High Performance, Highly Personal Marketing Plan of vCoach Bong De Ungria, 2012 edition, serves as a sample for the MBA students of the Ateneo Graduate School of Business and Ateneo School of Medicine and Public Health.

20 Year HYPER2 Marketing Plan for vCoach Bong De Ungria 2012 edition

For more examples, go to, search for "20 year personal marketing plans".

For great 20 year plans on Facebook, search for "vcoach" and click on discussions. Or click the link below...
20 year personal plans @ Facebook

Here is a downloadable template for student use...
Prof. Remigio De Ungria's Downloadable Template for Hyper2 Plans

View more presentations from Remigio Joseph DeUngria

One of the portions of the hyper3 marketing plans that elicits the most questions is the "Free For All". Below is a presentation on the "Free for All" component of VCoach Bong's 20 year plan.

Hypermarketing3 students:
1. Create your own 20 year Highly Personal High Performance Marketing Plan. I highly recommend you use the downloadable template above.
2. Email to (mandatory for all students).
3. Upload to ( if you are ok with this. Some arent comfortable with it, that is fine as this is optional.)
4.  Embed in your own blog (if you have a blog. Again this is optional)
5. If you did #3 and #4 above, then post your slideshare url or blog url or address at: Look for the post on the above FB link that applies to your class. For example,  if you are from v66, then look for the ff. post- then comment under the post.  (Again this step is optional.)

Sunday, July 24, 2016

A Sample Midterm Exam: Thou Shall Not Fear

Midterm exams are a necessary ingredient to optimize the student's learning of the marketing concepts in the course. This sample exam provides the students an experience and a sense of what will be asked during the exam, thus relieving some of the usual anxiety which accompanies such exercises. Students are reminded of  4 key points:

  1. The objective of the midterm exam is to encourage students to study the materials and lectures provided in the course. 
  2. Good performance in the midterm exam is important to those who wish to earn a good grade for the course.
  3. The exam is designed to reward effort and hardwork, and does not require memorization.
  4. "Failing" the midterm exam is impossible even for those who do not prepare well. The result of a midterm exam shall not be the basis of a passing or failing grade. 

Tuesday, July 19, 2016

Defining Marketing in the 21st Century

Visual models of marketing concepts enhance learning and amplify concept recall and mastery.

Here are 2 versions of the top 10 concepts that define marketing in the 21st century.  The animation and the images are consistent with those used in the I Love Marketing model (Mastering Major Marketing Concepts).