Q&A with Jay Aldeguer, President of Islands Souvenirs Group on Branding

Q&A with Jay Aldeguer, President of Islands Souvenirs Group on Branding

Brand Marketing, Entrepreneurship, Marketing Plan in the Philippine Setting
Q1: You have expanded from a shirt brand to a tourism brand.  Please tell us what was the insight that led to this transformation? I first got the idea to go into the business of selling souvenir shirts from my travels – shirts were and continue to be the preferred souvenir as they're light and practical. But many of the souvenirs being sold even in top destinations at that time like Baguio and Boracay were substandard and impractical. I then saw the opportunity to introduce something new, something fresh and the aim was to professionalize the business since this sector was predominantly a cottage type industry. So in 1992, Islands Souvenirs opened its first outlet and since then has opened almost a hundred stores all over focusing on the top…
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Q&A with Mr. Tommanny Tan, President, FERN Inc. on Channel Innovation

Q&A with Mr. Tommanny Tan, President, FERN Inc. on Channel Innovation

Distribution, Entrepreneurship, Innovation, Marketing Plan in the Philippine Setting
Q1: Not many people know your history, but you actually took over FERN  Inc. as a turnaround operation. Please tell us about your early days. We Bring Prosperity to Every Home by Tapping the Entrepreneur in Every Filipino. This is the vision, which the pioneers of FERN Inc. had when they first started in 2003. We envisioned uplifting the lives of Filipinos away from poverty and into prosperity. Rather than rely on dole outs and charity, FERN encourages Filipinos to create wealth by becoming confident entrepreneurs and business builders. I was inspired by this vision; that is why I invested in FERN. Back then, FERN was just starting out as a networking and direct selling company that sold apparel. The problem was, there was no unique and innovative products or…
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Q&A with Manuel Wong, President and General Manager of Acer Philippines on Computer Industry

Q&A with Manuel Wong, President and General Manager of Acer Philippines on Computer Industry

Marketing Plan in the Philippine Setting
Q1: Acer is among the top 5 PC brands internationally. What made you the leading brand in the PC market in the Philippines? Acer Philippines thanks its business and industry partners for all the support in making the brand number one in the country today (based on IDC reports). Other success factors include: a strong dedicated team, good products at value for money price and well-accepted sales and marketing activities. Acer’s winning channel distribution model involves closely working with distributors and resellers (for both commercial and consumer markets) in providing markets with up-to-date Information Technology (IT) products, which includes: notebooks, netbooks, desktops, tablets, smartphones, projectors and monitors. Acer’s brand promise continues to be empowering customers through hardware, software and services through continued efforts at breaking the barriers between people and…
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Q&A with Edwin To, Chairman and CEO, Budget Wise (Zamboanga) on Wholesaling

Q&A with Edwin To, Chairman and CEO, Budget Wise (Zamboanga) on Wholesaling

Distribution, Marketing Plan in the Philippine Setting
Q1: What made you decide to open a wholesale operation in Zamboanga? We felt there was an untapped potential and there was a big opportunity for the BIG BOX model in Zamboanga. Our primary target market were the sari-sari store owners wherein we feel they can be better served than simply offering them credit terms and low prices. We moved beyond matching the prices of existing players in the market, since item prices were the key deciding factor. We provided our customers the comfort and convenience of shopping with us by having wider aisles, better assortment, ensuring stock availability and friendlier services. We were the first and only supermarket to implement no-tipping and free parking policy, since our target market are budget conscious business owners and customers, and we want…
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Q&A with Raymund Magdaluyo, President of Red Crab Group on Restaurant Industry

Q&A with Raymund Magdaluyo, President of Red Crab Group on Restaurant Industry

Marketing Plan in the Philippine Setting
Q1: You are well admired as the owner / part-owner of many successful local-concept restaurants like Red Crab, Sumo Sam, Claw Daddy – all known for their excellent food and good customer service. You also ventured into fitness centers with FTX in October 2011.  What's your thinking process in coming up with new ideas? I have been a full time restaurateur since 1999. On one hand I led a bunch of mostly seafood dining formats such as Red Crab Alimango House, ClawDaddy, Crustasia Asian Bistro, Blackbeard's Seafood Island, and BluFish Contemporary Coastal Cooking.  Under this cluster I loosely term as 'The Red Crab Group,' we also run New Orleans Bourbon Steaks and Oysters, our newly launched Komrad - Mao's Hunan and Sichuan Kitchen and others. On the other hand, I am…
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Q&A with Daisy Go, President of Wrangler (Magnificent Jeans Inc.) on Competing in the Crowded Marketplace

Q&A with Daisy Go, President of Wrangler (Magnificent Jeans Inc.) on Competing in the Crowded Marketplace

Competitive Marketing, Marketing Plan in the Philippine Setting
Q1: Wrangler is among the top 3 to 5 brands in a crowded marketplace of over 20 brands in every department store. What did you have to do to earn that? Magnificent Jeans, Inc. took over the helm of Wrangler in the Philippines in May 2009. The takeover was abrupt and we did not have the benefit of having a transitional phase. The brand was practically no longer existent in the minds of the new breed of Filipinos and its internal processes were all in shambles. We knew we were facing an uphill climb but we persisted with the belief that there was a good fighting chance Wrangler can be revived, banking on its name recall as an international denim brand. First, a good team had to be assembled together.…
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Q&A with Anabel Tanco, Founder and President of Bizu Patisserie on Marketing Objective-Setting

Q&A with Anabel Tanco, Founder and President of Bizu Patisserie on Marketing Objective-Setting

Marketing Plan in the Philippine Setting, Marketing Strategy
Q1: Bizu is a premium brand of cakes and restaurants. How did you decide that this is the way to go? The first thing that I did when I set out to create Bizu was to search my soul. I have always dreamt of running a patisserie similar to the ones found in France and wondered why we didn’t have anything like that here. I loved their lavish interiors and the delectable desserts that catch your eye and beg to be bought. So in putting up Bizu I hoped that other people would share my vision of a French patisserie here in Manila. In some respects I didn’t decide if my business should be a premium brand, it was a coincidence that people appreciated that I brought the Parisian patisserie…
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Defending Your Turf by Josiah Go

Defending Your Turf by Josiah Go

Articles
I thank the Association of Young Filipino-Chinese Entrepreneurs (formerly Anvil Club) as well as the Federation of Indian Chambers of Commerce for inviting me to give a talk about “Defending Your Turf” recently. The topic on defensive marketing has attracted a bit of attention as of late, especially among those with successful businesses. This type of marketing is different from marketing for growth, which may be either market-driven (marketing to the served market) or market-driving (marketing to the underserved and unserved market). There are, after all, many branches of marketing strategies. Every time a profitable growing business is made, you can be sure that competition will be attracted to join the industry sooner rather than later. Since corporate performance is usually relative and seldom absolute compared to competitive moves, success…
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Growth in the  Fashion Industry by Josiah Go

Growth in the Fashion Industry by Josiah Go

Articles, Marketing
I recently attended a kid's fashion show at SMX Aura, a welcome break from my business conference routine. I learned that from 3,000 entries, 50 kids were shortlisted and trained to walk the runway. They were all so cute. I suddenly entertained the idea of wanting to be a grandfather. In the meantime, my family will have to make-do with Bailey, our good-looking Labrador. Gingersnaps, a Filipino fashion brand for children and maternity wear, has gone global, with stores throughout Southeast Asia and the Middle East, done via appointing distributors in each country. I often snapped Instagram pictures of familiar Filipino brands like Gingersnaps, Bench, Penshoppe, Jollibee, Potato Corner and the likes as I am proud that they have gone international. While I have given marketing talks and seminars in…
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Growing from Blue Skies and White Spaces by Josiah Go

Growing from Blue Skies and White Spaces by Josiah Go

Articles, Marketing
As a student of lifelong learning, I always search for ideas and knowledge as well as great minds and conversations to challenge my ways of thinking. I like seeing white spaces of opportunities for new methods, new frameworks and new possibilities. I was especially intellectually stimulated with a concept of a strategy book in the mid 2000s and was so enamored by it that I purposely sought its authors based in Europe to bring the concept to the Philippines. It was smooth sailing for the first three to four years until I was stopped by the new Asian regional headquarters set up in the late 2000′s. I would like to share some key learnings from that phase of my life. At the beginning, the authority to teach was personally handled…
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