Edgar Sia II, better known as Injap, started Mang Inasal in Iloilo City in 2003. For his successful expansion and pioneering concept of the Filipino barbeque fast-food chain, he was awarded, among many others, the Mansmith Young Market Masters Award (YMMA) in 2009. In 2010, Jollibee acquired 70% of the company for P3 billion. Injap then focused on another start-up, […]
Market Driving Strategy
The Aldub phenomenon has attracted many new viewers to the 36-year old noontime TV show Eat Bulaga since July 2015. Kantar Media Philippines shared that viewers nearly doubled from 2.5 million households last July to at least 4.8 million last September 26, 2015, excluding out-of-home and out-of-country viewing. Aldub is short for Alden Richards and Maine Mendoza, the latter better […]
Every year, I would give a talk about Market-Driving Strategies to outstanding graduating student leaders attending the MarkProf’s annual Marketing Leadership Bootcamp. For application, participants were asked to decode the market creation strategies of a product of their choice, using the Market-Driving Strategies framework, concept, tools and templates introduced by Mansmith and Fielders. Despite being young with practicum as their […]
We are reminded to return to the basics during crises or when business seems to be at a dead end. For example, we may all be familiar with Newton’s third law of motion, which states for every action, there is an equal and opposite reaction. In business, this might make us think of what outcomes to expect when we execute […]
Q1: What made you offer a 10 minute massage for P55? Was it part of an original package when you started or did it become a subsequent offering as a traffic builder? A: I offered our 10-min Express Massage (dry massage, no oil) to be a “tingi” or “sachet” service. We wanted to increase Mont Albo first timers and entice […]
The 36-year-old TV show “Eat Bulaga” has reinvented itself recently with the “Kalye Serye” (street series) segment featuring the Aldub love team. Aldub is short for Alden Richards and Maine Mendoza, the latter better known on TV as Yaya Dub. According to Kantar, Eat Bulaga has so far attracted some 2.3 million new households (almost doubling from their 2.5 million […]
There is a saying that “If you give a man a hammer, he will see everything as nails.” Similarly, when a person learns about the marketing mix (product, price, place and promotions) as a way to attain marketplace advantage, he may apply it without questioning the bigger picture for validity. Below are two truths espoused by over 99 percent of […]
Q5: You have launched the BDJ Beauty Box. Is this your response to seasonality in your planner business A: We launched BDJ Box, our online beauty discovery service for women, in our desire to help our 30,000 plus members to explore their own definitions of beauty. Feeling beautiful and relating it to confidence has been an increasing concern of our […]
Q1: You created a new category – the first planner for women. What inspired you to launch the Belle de Jour planner in 2006? A: When we introduced the first Belle de Jour Power Planner in November 2006 (2007 BDJ Planner), my motivation was as simple as – there was no planner in the market that I felt could really help […]
Q1: East West Seeds is the dominant market leader in vegetable seeds in the Philippines controlling majority of the market. How was this made possible in your industry? A: This was made possible by a strong research and development, being close to the market (localized breeding and variety development), understanding the needs of our customers (farmers), excellent technology transfer services and […]