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Unlimited Strategy: ZYX

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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...)

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Unlimited Strategy: ZYX

  1. 1. CP Lights Camera Action Directing Marketing Strategy (Unlimited Strategy: ZYX) Prof. Remigio Joseph A. De Ungria Strategic & Marketing Management Department Ateneo Graduate School of Business
  2. 2. CP Lights Camera Action Intro 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... Bong De Ungria. 2016
  3. 3. CP Lights Camera Action The best way to PREDICT your FUTURE Is to CREATE it! -Abraham Lincoln Creating CENTURY’s Future Thru ZYX Strategy
  4. 4. CP Lights Camera Action Outline # ZYX 1.Breaking the Barrier that is ABC 2.The End in Mind: Z 3.Remembering Y 4.What to do: X
  5. 5. CP Lights Camera Action Outline # ZYX 1.Breaking the Barrier that is ABC 2.The End in Mind: Z 3.Remembering Y 4.What to do: X
  6. 6. CP Lights Camera Action ABC Elementary pa ba tayo? Balik-balik ba jeep natin? May sapat na oras ba para magsimula ulit Sa ABC araw-araw?
  7. 7. CP Lights Camera Action Need 21 PEOPLE to participate! 1. COUNT OFF 1 to 21 2. Remember your number 3. Read the line that corresponds to your number 4. Read LOUD and PROUD.
  8. 8. CP Lights Camera Action Please read your 1 line (but don’t read your number) LOUDLY CLEARLY PASSIONATELY
  9. 9. CP Lights Camera Action 1. Today was the absolute worst day ever 2. And don’t try to convince me that 3. There’s something good in every day 4. Because, when you take a closer look, 5. The world is a pretty evil place 6. Even if 7. Some goodness does shine through once in a while 8. Satisfaction and happiness don’t last.
  10. 10. CP Lights Camera Action 9. And its not true that 10.Its all in the mind and heart 11.Because 12.True happiness can be obtained 13.Only if one’s surroundings are good 14.Its not true that good exists 15.I’m sure that you can agree that
  11. 11. CP Lights Camera Action 16.The reality 17.Creates 18.My attitude 19.Its all beyond my control 20.And you’ll never in a million years hear me say that 21.Today was a good day!!! NOW: Read from bottom to top
  12. 12. CP Lights Camera Action 9. And its not true that 10.Its all in the mind and heart 11.Because 12.True happiness can be obtained 13.Only if one’s surroundings are good 14.Its not true that good exists 15.I’m sure that you can agree that
  13. 13. CP Lights Camera Action 1. Today was the absolute worst day ever 2. And don’t try to convince me that 3. There’s something good in every day 4. Because, when you take a closer look, 5. The world is a pretty evil place 6. Even if 7. Some goodness does shine through once in a while 8. Satisfaction and happiness don’t last.
  14. 14. CP Lights Camera Action ANYARE? What Happened?
  15. 15. CP Lights Camera Action FOLLOWERS read from top to bottom: ABC LEADERS do ZYX Start with the end in mind (bottom) And then do the reverse- finding how the end can be delivered.
  16. 16. CP Lights Camera Action To be the MARKET LEADER Starting today, My brand strategy is ZYX
  17. 17. CP Lights Camera Action To be the MARKET LEADER Starting today, My brand strategy is ZYX
  18. 18. CP Lights Camera Action ZYX > ABC
  19. 19. CP Lights Camera Action Quick Survey 1. How many of you use waze? 2. What does Waze do for you? (GROUP contest. First for the best answer)
  20. 20. CP Lights Camera Action For me, WAZE provides (1-lowest value, 4-highest value) 1. Gives options 2. Despite limitations, offers best possible result, most of the time (google maps- based on preference) 3. Recalculates based on latest events, decisions (no hand) 4. Keeps you focused on the Z (destination)
  21. 21. CP Lights Camera Action Outline # ZYX 1.Breaking the Barrier that is ABC 2.The End in Mind: Z 3.Remembering Y 4.What to do: X
  22. 22. CP Lights Camera Action
  23. 23. CP Lights Camera Action Why Z?
  24. 24. CP Lights Camera Action Why Z? Know your final destination
  25. 25. CP Lights Camera Action Why Z? Expect winding, bumpy, inclined roads
  26. 26. CP Lights Camera Action Why Z? Challenges are a GIVEN!
  27. 27. CP Lights Camera Action Why Z? Believe the destination is worth it
  28. 28. CP Lights Camera Action Vision: What’s our end in mind? Mission: What Business You Are In?
  29. 29. CP Lights Camera Action Your vision and mission
  30. 30. CP Lights Camera Action Outline # ZYX 1.Breaking the Barrier that is ABC 2.The End in Mind: Z 3.Remembering Y 4.What to do: X
  31. 31. CP Lights Camera Action Y1? Y2? Y3?
  32. 32. CP Lights Camera Action The Z makes sense only if you know Y especially if the path becomes difficult
  33. 33. CP Lights Camera Action Why is it important to achieve the Vision and Mission Because achieving Century’s Mission and Vision Is the Only Sustainable Way to Remain in Business for the Long Term
  34. 34. CP Lights Camera Action 1. Last Mile 2. Ultimate Value Maximizer Why Learn Marketing Strategy?
  35. 35. CP Lights Camera Action Ever heard of the last mile?
  36. 36. CP Lights Camera Action The last mile - is usually marketing related
  37. 37. CP Lights Camera Action 1. Feasibility Study 2. Get Financial Investment 3. Build Factory 4. Recruit and Train Personnel 5. Produce 6. Deliver to Point of Sale 7. Market and Sell the Product For many companies, marketing comes near the end
  38. 38. CP Lights Camera Action 1. Does not need the value you offer 2. Not aware that your product is available 3. Prefers another brand 4. Tries the product once and then goes back to old product 5. Likes the product for a while but switches due to inconsistent product Marketing at the End Results to Last Mile Failures: Customer:
  39. 39. CP Lights Camera Action 1. Last Mile 2. Ultimate Value Maximizer Why Marketing for You?
  40. 40. CP Lights Camera Action Why is marketing the ultimate value maximizer? Plain white T shirt sold at Tiangge
  41. 41. CP Lights Camera Action Why is marketing the ultimate value maximizer? Operations, HR & Finance = +156% T-shirt with cheaper materials, more efficient plant and equity instead of debt
  42. 42. CP Lights Camera Action Why is marketing the ultimate value maximizer? Going direct can boost profit 244% T-shirt sold on-line
  43. 43. CP Lights Camera Action Why is marketing the ultimate value maximizer? Brand? Only 7,733% profit increase One check can do all the wonders
  44. 44. CP Lights Camera Action Why is marketing the ultimate value maximizer? Fake brands 444% > unbranded, 244% P100 Nike shirt @ Tiangge?
  45. 45. CP Lights Camera Action Why is marketing the ultimate value maximizer? Brand fail can reduce profits, -78% Double check?
  46. 46. CP Lights Camera Action Outline # ZYX 1.Breaking the Barrier that is ABC 2.The End in Mind: Z 3.Remembering Y 4.What to do: X
  47. 47. CP Lights Camera Action X What to do That answers the Y And Delivers the Z
  48. 48. CP Lights Camera Action Regardless of the wind, we must still reach our destination
  49. 49. CP Lights Camera Action Go downstream with control.
  50. 50. CP Lights Camera Action Don’t be a NOKIA
  51. 51. CP Lights Camera Action Directing Marketing Strategy (ZYX) Prof. Remigio Joseph A. De Ungria Strategic & Marketing Management Department Ateneo Graduate School of Business

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