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 […]
Q1: What is insighting and why is it important for a marketer or a businessperson to have insight? A1: Insighting” is basically the process of understanding what consumers need or want. It is getting to the heart of people’s thoughts, motivations and behaviors to inspire business opportunity. In that simple definition, one can immediately understand why “insighting” is important – […]
Q1: Congratulations! After 25 years of waiting, the Philippine congress was able to pass the Philippine Competition Act. Who should be afraid of this? A: The Philippine Competition Act punishes entities that exhibit anti-competitive behaviours, cartel-like actions and abuses in dominant position. If your business is playing fair, there is nothing to fear. What this bill will do is to […]
One of the key contributions of Harvard Professor Michael Porter is popularly known as the Five Forces. Simply put, it defines the five major forces that affect profitability in an industry. These five forces are bargaining power of suppliers, bargaining power of customers, competitive intensity, threat of new entrants as well as threat of substitutes. One of the many features […]
Q1: You recently returned from working in Beijing. Can you tell us about the Online TV phenomenon in China? A1: China is the largest smart phone market and with the biggest number of internet users in the world. With such scale and having around 40% of its population under 30, this generation has all but abandoned TV with more than […]
Q1: What have you observed as trends in the size and format of new retail stores and why do you think this is happening? A: The trend towards bigger stores has reversed the past 10 years. We now see the big organized chains building smaller formats, while small and medium size entrepreneurs continuing to open groceries and sari sari stores. […]
Q1: Joey Concepcion and you are the movers behind Go Negosyo. You also work together in RFM as his VP for Corplan. What are the secrets of working well together for over 20 years? These are not really secrets but I guess it is more of having shared vision and goals on what we want to achieve, both for RFM […]
A dream come true! When I was asked by the marketer of German-brand Hugo Boss if I would be open to be styled by them, I was intimidated at first because I have never been a fashion-conscious person. But my feelings turned to excitement when I learned that the stylist will be no other than my daughter, life+style+travel blogger Tricia […]
Q14: What are commonalities franchisors look for in franchisees other than having the money to franchise? Potato Corner CEO Jose Magsaysay: For new franchisees and partners, we look for a connection. Every communication is an evaluation or a test of how we connect to them. From an email to the first meeting, we probe and if there is a connection we […]
Q5: Some companies do not franchise their businesses because of quick ROI and significant positive cash flow. A few have been able to successfully expand quickly. What are pros and cons of this approach? Fruit Magic President Dr. Alan Escalona: A business that wants to increase its market reach and advance its brand value needs to expand rapidly. If the said business […]