6 Questions Every Marketer Must Ask by Josiah Go

6 Questions Every Marketer Must Ask by Josiah Go

Articles
There are 6 questions every marketer must ask, and I will tell you that and if you cannot answer any 1 of these questions, you are at risk. Question # 1 : How do you discover new truths? How do you convert these truths into big idea? Question # 2 : Do you know what NOT to do when challenging market leaders? Question # 3 : Do you have a READY tool kit when your competitor attacks you? Question # 4 : Do you know HOW to find new and sustainable sources of revenue and profit? Question # 5 : Is your product or service REALLY  in the correct channel? Question # 6 : Do you know what's happening in the marketing industry? How can you be ahead of the curve? I…
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Q&A with J&J Sales Director Steve Tiu on FMCG Trends

Q&A with J&J Sales Director Steve Tiu on FMCG Trends

interviews, Q&A
Stephen Tiu is the Sales Director of Johnson and Johnson Philippines. Prior to this, he was Head of Key Accounts in J&J Philippines, Head of Channels in J&J Malaysia, and worked in Shopper Marketing in J&J China. Steve won the Mansmith Young Market Masters Awards (YMMA) in 2013. He will share more trends during the 10th Market Masters Conference on April 3, 2019 in SMX Aura. Q1: What have you observed as trends in the size and format of new retail stores and why do you think this is happening? A1: The Philippine FMCG market is still dominated by supermarkets and sari-sari stores, contributing to about 75% of value sales. In urban areas, we will continue to see a shift towards neighborhood supermarkets, convenience stores, and community self-service drugstores in…
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In Memoriam, the Edwin Totanes I knew by Josiah Go

In Memoriam, the Edwin Totanes I knew by Josiah Go

Articles
It has been almost three months since marketing legend Edwin Totanes or fondly, ET to his colleagues returned to his Creator on November 22, 2018 (Thursday) at age 61. It was sudden and shocking as we, Mansmith consultants were just on group chat the day before and he was telling us that he will be discharged from hospital the next day after being admitted for severe back pain.

 I met Edwin when he was already Vice President of Universal Robina Corporation (URC), a training client of Mansmith and Fielders, Inc. for over a decade. His reputation precedes him; who would not have heard of Edwin? Later, he, along with five top executives of URC attended my 1st Business Model Innovation seminar on June 24-25, 2010 and gave me glowing testimonials…
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21 Trends in the Field of Marketing by Josiah Go

21 Trends in the Field of Marketing by Josiah Go

Articles
I asked the senior marketing consultants of Mansmith and Fielders Inc. to share some key trends happening in their fields. I am providing a condensed list of their inputs below. Chiqui Escareal-Go, Anthropologist.Mansmith Chief Behavioral Strategist and Chair, Women’s Business Council Philippines. 1.    Chief Customer Experience Officer - The constant and inevitable call for customer centricity as a source of competitive advantage, and now, more importantly than ever, as a font for continuous innovation ideas, has brought about the creation of corporate positions with the tag Chief Customer Experience Officer – no longer as a support position but as a primary lead placed at the highest level of management. 2.    Behavioral Economics - More companies are looking for tools to help deconstruct or even demystify consumer behavior, seeking out real reasons why…
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Call for Adopt-a-Marketing-Teacher Program by Josiah Go

Call for Adopt-a-Marketing-Teacher Program by Josiah Go

Articles
I have been teaching marketing and innovation for many years now, and I can say that it has been a source of pride and joy for me to watch those I’ve taught soar in their own fields. This motivates me to further enhance my learning and experience as an industry practitioner and educator. And since I have always been passionate about marketing and education in the Philippines, I am concerned about its state and how to further raise the bar of excellence.  In our own way, Chiqui and I tried to contribute by writing books such as “Principles and Practices in Marketing in the Philippine setting” for marketing students, teachers and professionals, and “Entrepreneurship: Starting a Business. Having an Innovation Mindset” for entrepreneurship students, teachers and entrepreneurs.  We also co-founded…
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Decoding The 5 Growth Strategies of Henry Sy  by Josiah Go

Decoding The 5 Growth Strategies of Henry Sy by Josiah Go

Articles
Henry Sy, SM and the Philippines:  I wrote about SM and Henry Sy in my books (Principles and Practices in Marketing in the Philippine Setting, and Entrepreneurship: Starting an Enterprise, Having an Innovation Mindset) because discussion of marketing and entrepreneurship in the Philippines setting without SM and Henry Sy would not be complete. The legendary king of retail, king of banking, king of stock market valuation (His SM Investment and SM Prime are both over a trillion pesos in the stock exchange of the Philippines), Henry Sy, who passed away last January 19, 2019, was a strategist worth emulating.  The Circumstances of the Strategist: We all know that Henry Sy opened SM North Edsa in 1985, after the Edsa Revolution, when interest rates were as high as 45% per annum. This was…
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JCI Manila’s DOJO Project: The Jeremiah Fund by Josiah Go

JCI Manila’s DOJO Project: The Jeremiah Fund by Josiah Go

Articles
JCI Manila: I have been wanting to do a significant project with JCI Manila ever since I won the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, and Ten Outstanding Young Persons (TOYP) of the World in 2002, when they submitted my TOYM entry to compete with over 1,000 other TOYMs from over 100 countries. You see, JCI has multiple chapters in different areas, and TOYM was started by JCI Manila and became a national project of JCI Philippines.  When I won in 2001, I was not even a member of JCI (and never was). Thanks to a fellow past president of the Philippine Marketing Association, Fil Guba, a past JCI member who nominated me that year, little did I know, he had been observing me (Thanks Fil…
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Q&A with PFA Chairman Emeritus Samie Lim on Nuts and Bolts of Franchising

Q&A with PFA Chairman Emeritus Samie Lim on Nuts and Bolts of Franchising

interviews, Q&A
Samie Lim is the Co-Founder and Chairman Emeritus of the Philippine Franchising Association (PFA) and the Philippine Retailers Association (PRA). He is also Chairman of Francorp Philippines and U-Franchise, the largest franchise consulting company and franchise brokerage company respectively in the Philippines. Q1: What common traits should franchisors look for in leaders within their franchisee’s organizations and why? What are no no’s? A1: Leaders of a franchisee’s organization need a good balance of entrepreneurial ability and a willingness to listen and follow best practices. Strong franchises are built on franchisees who are able to execute best practices while adapting to their local contexts. Franchisee leaders cannot just rely on the franchisor or their team to do everything for them, they need to be the ones leading from the frontline, motivating…
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Q&A with SteelAsia Chairman Benjamin Yao on Growth Strategy

Q&A with SteelAsia Chairman Benjamin Yao on Growth Strategy

interviews, Q&A
SteelAsia is the flagship steel company of the Philippines. Nearly one out of every two steel bars installed in construction are manufactured by SteelAsia, while about 80% of the rebar needs for infrastructure are supplied by SteelAsia. SteelAsia Chairman and CEO Benjamin Yao shares their vision in investing P100 billion on the initial of a three phase 5 year program to develop a robust Philippine steel industry. Q1: Your company put up a small rebar facility in 1966 and has been supplying over two million tons a year. Rebar is in the lowest tier of the steel manufacturing and is a commodity. What’s your strategy shift behind your program? A1: We describe our strategy as a natural evolution arising from growth.  But to grow in the manner we did, the first thing that…
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The Strategist Behind The Strategy: A Study of Benjamin Yao of SteelAsia.

The Strategist Behind The Strategy: A Study of Benjamin Yao of SteelAsia.

Articles
Benjamin Yao is Chairman and CEO of SteelAsia, the flagship steel company of the Philippines. SteelAsia manufactures nearly one out of every two steel bars installed in construction, and supplies about 80% of the rebar needs for infrastructure. They are investing over P100 billion on the initial of a three phase 5-year program to develop a more robust steel industry in the Philippines. This kind of development initiative is vital to the inclusive economic growth of any country, as seen with the leading economies and industrialized nations.  Here are four lessons I learned from SteelAsia on how they have attained and maintained customer satisfaction, customer loyalty, and competitive advantage. 1.     From commodity to differentiation - SteelAsia supplies over two million tons of rebars a year. Rebar is in the lowest tier…
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