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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Directing Marketing Strategy
(Unlimited Strategy: ZYX)
Prof. Remigio Joseph A. De Ungria
Strategic & Marketing Management Department
Ateneo Graduate School of Business

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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

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The best way to PREDICT your FUTURE
Is to CREATE it!
-Abraham Lincoln
Creating CENTURY’s Future
Thru ZYX Strategy

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Outline
# ZYX
1.Breaking the Barrier that
is ABC
2.The End in Mind: Z
3.Remembering Y
4.What to do: X

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Outline
# ZYX
1.Breaking the Barrier that
is ABC
2.The End in Mind: Z
3.Remembering Y
4.What to do: X

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ABC
Elementary pa ba tayo?
Balik-balik ba jeep natin?
May sapat na oras ba para magsimula ulit
Sa ABC araw-araw?

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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.

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Please read your 1 line
(but don’t read your
number)
LOUDLY
CLEARLY
PASSIONATELY

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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.

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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

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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

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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

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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.

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ANYARE?
What Happened?

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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.

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To be the MARKET LEADER
Starting today,
My brand strategy is
ZYX

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To be the MARKET LEADER
Starting today,
My brand strategy is
ZYX

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ZYX > ABC

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Quick Survey
1. How many of you use waze?
2. What does Waze do for you? (GROUP
contest. First for the best answer)

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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)

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Outline
# ZYX
1.Breaking the Barrier that
is ABC
2.The End in Mind: Z
3.Remembering Y
4.What to do: X

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Why Z?

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Why Z?
Know your final destination

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Why Z?
Expect winding, bumpy, inclined roads

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Why Z?
Challenges are a GIVEN!

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Why Z?
Believe the destination is worth it

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Vision: What’s our end in mind?
Mission: What Business You Are
In?

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Your vision and mission

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Outline
# ZYX
1.Breaking the Barrier that
is ABC
2.The End in Mind: Z
3.Remembering Y
4.What to do: X

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Y1?
Y2?
Y3?

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The Z makes sense only if you know Y
especially if the path becomes difficult

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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

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1. Last Mile
2. Ultimate Value Maximizer
Why Learn Marketing
Strategy?

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Ever heard of the last mile?

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The last mile - is usually marketing
related

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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

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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:

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1. Last Mile
2. Ultimate Value Maximizer
Why Marketing for You?

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Why is marketing the
ultimate value maximizer?
Plain white T shirt sold at Tiangge

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Why is marketing the ultimate value maximizer?
Operations, HR & Finance = +156%
T-shirt with cheaper materials, more efficient
plant and equity instead of debt

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Why is marketing the ultimate value maximizer?
Going direct can boost profit 244%
T-shirt sold on-line

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Why is marketing the ultimate value maximizer?
Brand? Only 7,733% profit increase
One check can do all the wonders

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Why is marketing the ultimate value maximizer?
Fake brands 444% > unbranded, 244%
P100 Nike shirt @ Tiangge?

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Why is marketing the ultimate value maximizer?
Brand fail can reduce profits, -78%
Double check?

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Outline
# ZYX
1.Breaking the Barrier that
is ABC
2.The End in Mind: Z
3.Remembering Y
4.What to do: X

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X
What to do
That answers the Y
And Delivers the Z

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Regardless of the wind, we must
still reach our destination

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Go downstream with control.

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Don’t be a NOKIA

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Directing Marketing Strategy
(ZYX)
Prof. Remigio Joseph A. De Ungria
Strategic & Marketing Management Department
Ateneo Graduate School of Business