Q1: You are known to be in real estate. How did you get into the bakery business? A: I started out in real estate sales due to lack of capital, I’m now still in the real estate business both as a licensed broker and now also as realty investor. Yes, it was through a December 2013 real estate deal that […]
Q1: Why is your company name Crescom Biomedics? A: My resignation from Unilever Philippines to start my own business was a big risk for me. I wanted the company name to be a reminder to me of how I took that leap of faith and started from scratch all over again to pursue a dream. Cresco means “to grow, to […]
Thanks to Inquirer columnist Henry Ong for inviting me to speak at last year’s Failing Forward Conference. I could not say no to Henry, thus, had to rush from the sales rally of Waters Philippines to Meralco Theater in Ortigas. Many people think I have always been excellent in what I have been doing, like I was a born leader, […]
(Reprinted with permission from Inquirer. The article originally appeared in Dr. Ned Roberto’s column Marketing Rx on Nov. 20, 2015) Last Friday’s column (November 13, 2015) ended with my promise that I will invite a teacher but who was first a successful entrepreneur so we can learn from his experience. I invited and he has graciously accepted. So here’s my […]
East West Seeds is the market leader with some 80% of the market in vegetable seeds in the Philippines. It wanted to grow knowing that the per capita consumption of vegetables in the Philippines is only half (39 kilograms) of the World Health Organization’s 80 kilograms annual consumption recommendation. Compared to other Asian countries, this is way below Vietnam’s 54 […]
Q1: There are many crowded industries like food and fashion. What made you enter the retail fashion industry in 2005 when you were fresh from school? A: One of the reasons why I entered the fashion industry is that apart from my own love for dressing up, I wanted to help women boost their confidence. I wanted to give them […]
Q1: How has the role of the CFO changed in the last few decades and how has it influenced and shaped corporate and business strategy? A: The traditional role of the CFO has been to keep track of a company’s performance and numbers and to report on the financial performance of the business. The CFO was often described as the “bookkeeper/ […]
Q1: You and your husband are owners of several businesses (hardware, office supplies). What made you decide to be franchisee of another, specifically Kumon in Tarlac? A: I started Kumon by chance. It was never really part of my plan to franchise a Kumon Center until the existing instructor/ franchisee of the center in Tarlac was going to relocate to […]
Q1: You were in consumer advertising before marketing political campaigns. How similar or different are the frameworks you use with marketing products or services to influence voters? A: The framework is essentially the same. The candidate is like a “product” that must be sold on the basis of the benefits it claims and overall reputation that it owns. The other […]
Many products have a low market penetration rate, typically in single-digit or in low double digits. With this comes the question on whether marketers are focusing their activities on the minority of the market or whether they have the right marketing mix and business model in the first place to attract a much wider audience. There is a big difference […]