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 […]
Q1: There is always a crossroad with growing family enterprises – that of professionalizing by hiring an experienced outsider or continuing governance within the family. How can you help in this regard? A: When a family enterprise is ready to professionalize, the first things that need to be done are the drawing up of the family governance constitution and the […]
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, […]
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 […]
Q1: Unlike your competitors, Serenitea brews freshly brewed tea using an Espresso machine. What was the insight for this move? A: We did this to ensure the quality of our product so as to deliver freshness in every cup. It also helps our business minimize spoilage. It’s a win-win move for both customers and the company. It also happened that […]