Wearing masks and keeping social distance are already optional in many places outside the Philippines. Even some airlines no longer require wearing masks in flight. When my wife Chiqui and I decided to once again to attend an innovation festival we have been frequenting in New York since 2016, the feeling of movement and some normalcy was definitely liberating! While […]
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The inflation rate in the Philippines has been rising month after month since February 2022. It was 6.9% in September 2022, and is expected to rise further in the fourth quarter of 2022, possibly back to the same level in October 2018. Marketing research firm Ipsos’ senior director and client officer Anna Amador shares insights on how to survive and […]
I get the most number of new ideas by attending learning events organized by reputable organizers with track records of delivering quality content. By simply listening to different perspectives of speakers or panelists who have been-there, done-that, I get inspired with their possibility thinking. I build on their ideas, connect a missing piece of a puzzle, or get triggered with […]
Life insurance was once an uncomfortable service to discuss, but it has now turned into something that can easily be bought online. Insular Life, operating since 1910, is the first and biggest Filipino life insurance company and the only mutual company in the Philippines, with total assets currently over P143 billion. It markets various insurance products (personal, life, educational, health, […]
Market driving strategy is about tapping new markets – – the unserved and the underserved markets. This is in contrast to market driven strategy which focuses and caters to the served or existing market. In this article, we apply market driving strategy to the death care industry by citing cases happening in different countries. In Daejeon, South Korea, Coffin Academy […]
Unicorn is a term introduced by US venture capitalist Aileen Lee in her 2013 article “Welcome to the Unicorn Club: Learning From Billion-Dollar Startups.” In her article, she shared her firm’s study of US-based private tech startup companies with valuation of US$1 billion or more. In the footnote of her article, she noted that “the term ‘unicorn’ is not perfect […]
Marketing is commonly associated with stimulating consumer’s needs and wants that will hopefully lead to sales revenues. While marketing clearly goes beyond that, the term “needs and wants” infers that there is a difference between the two jargons that is certainly worth a marketing conversation. Needs are essential to survival while wants are not. From a consumer choice architecture, needs are basic […]
Almost every profession and/or industry is banded together by their respective organizations. Members of these networks provide support to each other and create an arena for collaboration. I will share how to market professional organizations by first citing why some of them deteriorate or disappear to oblivion and then cite specific areas to focus on. Let me start with 4 […]
Ronnie Traballo is the CEO of Cypress Bomanite Inc., one of the country’s pioneering full landscape construction firms which is celebrating its 50th anniversary this 2022. He is also the Managing Director of Bomanite Southeast Asia with an office in Singapore and a manufacturing plant in Subic. Bomanite is a US-based company focused on all kinds of decorative concrete flooring […]
There have been broad and dynamic marketing and industry shifts that have continuously defined or redesigned business landscapes. It is incumbent upon all marketers to keep adding new lenses, in my case, growing from sales and marketing, to blue ocean strategy and innovation, to entrepreneurship and business model. Being open to constant change and being aware of obsolescence if one […]