Q&A with AHEAD Learning Systems Founder Rossana Llenado on Market-Driving Strategy

Q&A with AHEAD Learning Systems Founder Rossana Llenado on Market-Driving Strategy

interviews, Market Driving Strategy, Q&A
Q1: When you founded Ahead Tutorial, what made you decide to focus on students doing well than students having flunking grades? At the time I started AHEAD, there was a negative perception attached to tutorials, which were mostly done at the students’ or tutors’ homes. Most people saw tutoring as a last resort for students who were failing or in danger of failing in school. That’s why a lot of kids would be ashamed to admit they had a tutor. From the very start, I wanted to make a difference. I wanted students to enjoy learning and to be happy to study with their tutors. I wanted to make tutorials something they’d look forward to and not dread. I was also inspired by my first students who were actually doing…
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Q&A with Potato Corner’s President Jose Magsaysay Jr on Growth & Expansion

Q&A with Potato Corner’s President Jose Magsaysay Jr on Growth & Expansion

interviews, Q&A
Q1: Fast food giants like McDonald's and Jollibee have french fries as part of their popular value meal, what made you and your partners decide to launch a solo product, french fries, via your Potato Corner kiosks? In 1992, we did not know any better. We just thought it was a good idea because flavored popcorn was doing well and putting flavor in French fries looked good. We didn't know it was going to be success. We just needed extra income as we were just starting our families back then. Q2: What were the early indicators that your new venture was going to succeed? One month payback on our initial investment. We had many inquiries to franchise it. Q3: When you are successful, you are bound to attract competition, but…
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Q&A with Universal Robina Corporation’s VP-Marketing Edwin Totanes on Launching and Defending New Products (Part 2)

Q&A with Universal Robina Corporation’s VP-Marketing Edwin Totanes on Launching and Defending New Products (Part 2)

interviews, Market Driving Strategy, Q&A
This is continuation of our interview with Universal Robina Corporation’s Vice President-Marketing Edwin Totanes on Launching and Defending New Products. In this second part, Mr. Totanes generously shares about lessons he learned from failures. For Part 1 of his interview, click here Q7: One of your early marketing assignments was as brand manager of Procter and Gamble for Crest. While Crest is a leading brand in many countries, it was clobbered by Colgate in the Philippines and was phased-out eventually with single-digit market shares in the 1970's, tell us what happened then? What could have been done differently at that point? My story on Crest is a long one and can form 3 chapters of a book if ever I wrote one. Importantly, the failure of Crest in the Philippines…
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Q&A with RFM’s CEO Joey Concepcion on Growth Strategy

Q&A with RFM’s CEO Joey Concepcion on Growth Strategy

Business Strategy, interviews, Q&A
Q1: I have known you since 1982, and you have always been entrepreneurial, please update us about your other entrepreneurial ventures outside of RFM (Joey's Pepperoni, etc.) On my popcorn and cotton candy business, it is a business I started with my wife Marissa, when we were still single, over 30 years ago.  It used to be called Joey’s popcorn and Fluffy cotton candy that you see in the malls in Metro Manila.  We later rebranded the popcorn business into Kettle Korn when we introduced a different kind of kernel that pops into a round-shaped popcorn.  The business grew over the years with over 180 outlets nationwide and about 800 dealers that distribute our products in different channels.  We also supply major supermarkets, convenient stores and other food stores in…
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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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