Q&A with L’Oreal Consumer Marketing Director Chad Sotelo on Defensive Marketing

Q&A with L’Oreal Consumer Marketing Director Chad Sotelo on Defensive Marketing

Defense Marketing, interviews, Q&A
Q1: Your competitors have attacked your makeup and skincare categories. How are these products doing now and what did you do then to defend your turf? A: Being the world’s number one beauty company gives us two huge competitive advantages in “defending our turf.” The first one involves product innovation. Given our huge investment in our Research & Innovation division (L’Oreal consistently ranks as one of the top companies in the world that allocates the most resources to research), we have thousands of winning products available globally that we can easily bring in. The second one involves “big ideas.” Given our commanding presence in multiple beauty categories across countries, there is a wealth of market winning beauty ideas that we can easily bring in as well. Combine these two advantages…
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Q&A with Gardenia President Simplicio Umali on Defensive Strategy

Q&A with Gardenia President Simplicio Umali on Defensive Strategy

Defense Marketing, interviews, Q&A
Q1: One of your competitors was first to launch a sugarfree bread variant in 2012, which captured a significant 15% market share in the wheat & health bread category. How did Gardenia protect itself from this competitive attack? A: Gardenia responded by studying further the consumers to understand their behavior and to know what they truly desire. We found out that consumers crave for healthy, low calorie bread products without depriving themselves of good taste. Gardenia believes that it will be misleading to claim a sugarfree bread as bread is made of complex carbohydrates and when we eat bread, our stomach breaks its complex structure into smaller pieces, so small that it becomes the same simple structure as sugar. Sugarfree bread becomes sugar in the bloodstream. Marketing a Gardenia sugar-free…
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Q&A with SM VP-Marketing Quennie Cua on Reframing, Relaunching and Rebranding

Q&A with SM VP-Marketing Quennie Cua on Reframing, Relaunching and Rebranding

Defense Marketing, interviews, Q&A
Q1: When you were still with P&G Philippines and Singapore, you helped Pampers defend against EQ diapers, regaining leadership in 2003. You also found yourself doing the same for Whisper when you turned it around to win against Modess. What were your strategies then? When does a brand decide to defend or not to defend? A brand’s decision to defend or not to defend is dependent on (i) its role in the portfolio (whether growth-driver or flanker) (ii) category-consumer behaviour and usage practices (iii) what it takes to defend and whether the organization is ready to put in the resources to fight the battle. There’s really no best time – it all boils down to whether how well one can keep up with fight (is the resources rich enough?). Pampers…
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Q&A with Universal Robina Corporation’s VP-Marketing Edwin Totanes on Launching and Defending New Products (Part 1)

Q&A with Universal Robina Corporation’s VP-Marketing Edwin Totanes on Launching and Defending New Products (Part 1)

Defense Marketing, interviews, Q&A
“Research results should be “used directionally” and not necessarily to be “followed directly” Edwin Totanes Q1: Congratulations on your winning the prestigious Agora Awards for marketing management from the Philippine Marketing Association last 2013. What do you consider are your biggest marketing achievements so far and why? I have selected 3 examples from my previous employment at a) Kraft Foods, Inc.; b) Del Monte, and c) RFM / Swift Foods; then 2 major examples from my current employment at URC: a) C2 Green Tea and b) URC Coffee (Great Taste and Blend 45) The significance and in fact commonality of these achievements are essentially 2-fold: I work best when I am the underdog but tasked to develop a clear competitive advantage; and Working with a Filipino family corporation, such as RFM…
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