Q&A with TGP The Generics Pharmacy Chairman & CEO Benjamin Liuson on Competing with Giants

Q&A with TGP The Generics Pharmacy Chairman & CEO Benjamin Liuson on Competing with Giants

Competitive Marketing, interviews, Market Driving Strategy, Q&A
Q1: You have been importing medicines for decades. What made you decide to open a retail network via franchising all of a sudden? What was the inspiration? A1:   In early 2000, physicians from PGH would recommend their patients to our office in Quezon Avenue, but since we are in the business of wholesale, unfortunately, we cannot sell retail to these patients. Hence we opened our very first drugstore - our very first  outlet right at the ground floor of our offices, selling only pure generic medicines. This was in 2001.  In 2006, our regular customers from as far as Bulacan, Laguna, Cavite and other areas gave feedback that traveling many hours just to buy medicines in Quezon Avenue required much time and effort and requested/ suggested "Why don't you open…
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Q&A with Hyundai Philippines President & CEO Fe Perez-Agudo on Being a Strong Market Challenger

Q&A with Hyundai Philippines President & CEO Fe Perez-Agudo on Being a Strong Market Challenger

Competitive Marketing, interviews, Q&A
Q1: Hyundai Philippines is a latecomer in the Philippine automotive industry and is now in the top three, this in spite of some out of stocks situations. Please share what were the strategies you successfully adopted to attain accelerated growth? First, we prepared by understanding the market.  And I do not mean churning out very complicated insights about the market, but by simply observing their behavior, the things that they value, and actually making meaningful connections.  We knew early on that the opportunities to grow the market were there; it was just a matter of who or which brand would be able to tap into those opportunities first.  That’s when we came to realize that the best way for Hyundai to start is by creating and sustaining demand in the…
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Q&A with Summit Media President Lisa Gokongwei-Cheng on Transforming the Magazine Industry

Q&A with Summit Media President Lisa Gokongwei-Cheng on Transforming the Magazine Industry

interviews, Market Driving Strategy, Q&A
Q1: When you started Summit Media in 1995, your glossy, higher priced magazines became the new industry standard.  What was your insight behind the new concept or what inspired you to tackle something different? Did you have a back up plan if it had not succeeded? In 1995, when we launched Preview, our first title, the magazine industry was dominated by newsprints. We realized at that time that as the Filipino became more global, they would want to read more glossy titles. And as the local market opened up to more lifestyle and aspirational brands, that these brands would need a medium to advertise in. We did not have a plan b so we were fortunate that we succeeded, but it took us a few years. Success was not immediate…
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Q&A with Carmudi Country Manager Nicolas Boldt on Running A Start Up

Q&A with Carmudi Country Manager Nicolas Boldt on Running A Start Up

Digital and Social Marketing, interviews, Q&A
Q1: Your are part of the Rocket ecommerce group where your business model is about being a 'Fast Second' in concept but operate in emerging countries, how better or different do you tweak the original concept to suit the countries you operate? (Note to readers:  "Fast Second" is a concept that discussed those who are not the originators but who do things faster while changing something a bit, learning from mistakes of the originator.) Rocket Internet brings the ease and convenience of e-commerce to all these emerging markets. The basic business model of our vehicle platform remains the same. We bring car classifieds online, and sellers can advertise their vehicles for buyers all over the Philippines. However, we do not take the intricacies and cultural differences of each country for…
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Q&A with Retail Marketing Expert Frances Yu on Retail Branding and Loyalty Marketing

Q&A with Retail Marketing Expert Frances Yu on Retail Branding and Loyalty Marketing

interviews, Q&A, Retailing
Q1: As a retail expert, who are the top 3 retailers you admire most and why? Locally, Rustan's, SM, and Bench.  These homegrown brands all had humble beginnings and through the years have grown tremendously through constant evolution while remaining true to their brand essence, DNA, and heritage. Rustan's represents quality, service, and world-class products and experiences.  It has defined luxury retailing in the Philippines by bringing the best of the world to the Filipino consumer.  It set the standards for excellent customer service that remains unmatched to this day.  It continues to diversify into different businesses, all the while remaining true to its brand essence. SM truly has it all--malls, department stores, supermarkets, specialty stores, and a whole lot more.  It offers unparalleled affordability, breadth and depth of merchandise,…
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Q&A with ABS-CBN Chief Digital Officer Donald Lim on Social Media Marketing

Q&A with ABS-CBN Chief Digital Officer Donald Lim on Social Media Marketing

Digital and Social Marketing, interviews, Q&A
Q1: What are some of the most often made mistakes companies do in social media marketing? For me, the biggest mistake is mismanagement of expectations. In my experience, most brands use social media to collect fans, and use the number of likes or followers as the metric of success. Then, they evaluate ROI of social media through sales, which in my opinion, is the weakest area of social media. Social media is used for brand engagement, to create affinity with the brand. Nowhere does social promise an increase in sale, but most brands try to tie social media initiatives to sales. But then, when a lot of brands started going into social, those who didn’t will follow the bandwagon and start creating facebook pages. You would be surprised that four…
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Q&A with Dragon Edge’s President Dennis Balajadia on Shifting Business Directions and Expanding Internationally

Q&A with Dragon Edge’s President Dennis Balajadia on Shifting Business Directions and Expanding Internationally

International Marketing, interviews, Q&A
Q1: Why do you use Chief Evangelizing Officer as  your position title in your company? What is your "evangelizing" mission? Your goal is not simply to make a sale today, you want to invite your customers to join you in your cause… your mission. In our case, more fun in the beach with Beach Hut Sunblock or making sure your babies are not poisoned with cleaning chemicals and their bottles clean with Cradle Baby Bottle Cleanser. Q2: Your family was in contract manufacturing (Lloyd Laboratories) and now you are taking the business forward in the value chain by launching consumer brands and expanding internationally.  What is your vision and what was your turning point for this major change in direction? My parents have always instilled an entrepreneurial mindset to us their children.…
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Q&A with Unitrade SVP-Marketing Eugene Go on Competing Against Multinationals

Q&A with Unitrade SVP-Marketing Eugene Go on Competing Against Multinationals

Competitive Marketing, interviews, Q&A
Q1: In the diaper business, you have overtaken P&G in terms of market share nationwide since 2012, how long did it take you to take the lead and what was the tipping point? Can you share the strategy (and phases if any) behind EQ? ECG: It was a long process of adjusting to the needs of the market and to competition. There were months that we are number one then there were months that P&G was number one. It was a see saw battle but it was only in 2012 that we firmly attained and protected leadership. P&G's investment spending was always a concern for us as well as it's strong brand equity. However, in the course of the economy struggling to stay afloat, value became the name of the…
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Q&A with Bayad Center President Manny Tuason on Creating and Defending New Market Space

Q&A with Bayad Center President Manny Tuason on Creating and Defending New Market Space

interviews, Market Driving Strategy, Q&A
Q1: Bayad Center, as a bill payment center, was set up because you had to address unremitted collections and increasing cost of collection (hold ups of Meralco electric bill collectors, delayed remittance, etc).  How serious was this situation then or what was the tipping point that caused the creation of the Bayad centers? Have you attained your goals why Bayad Center was established in the first place? When Meralco was experiencing problems on regular hold-ups not to mention the “staged hold-up me” incidents, the Bill Collector system’s spiralling insurance premiums and related collection costs prompted Meralco to go Collectorless. Consequently, our customers had to endure long queues to pay their bills given the limited number of Meralco branches. We then came up with a Collection system that could be deployed…
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Q&A with 7-Eleven President Victor Paterno on Supply Chain Excellence

Q&A with 7-Eleven President Victor Paterno on Supply Chain Excellence

interviews, Q&A
Q1.​ 7-Eleven is an example that a firm can give a parity value proposition to the consumers but a superior supply chain operating model to its franchisees. Can you elaborate why 7-Eleven is the industry benchmark when it comes to supply chain? Convenience stores in general are the most logistics-intensive of retail formats. We are able to meet the daily needs of our customers as accessibly as possible by delivering 80% of merchandise from a central distribution facility, most of it in less than full case quantities. By consolidating distribution, we are able to carry 2,000 SKUs in 100m2 of space. Were we to rely on direct to store deliveries from suppliers in full case quantities, we estimate that we would only be able to carry 500 SKUs. We are working towards a real-time inventory system and suggested…
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