Q&A with Kirk Damasco on Psychology of Religious Fashion

Q&A with Kirk Damasco on Psychology of Religious Fashion

interviews, Marketing Strategy, Q&A
Kirk Damasco is co-Managing Partner of Worship Generation, a chain of 20 retail stores selling Christian-themed merchandise since 2013. One of the key trends I identified with Chiqui Escareal-Go in 2014 was the increasing popularity of Christian-themed shirts. We predicted that Jesus T-shirts will be massive, especially after a calamity. When faced with many challenges, people tend to look for a spiritual or philosophical explanation to events and religion as a “balm for healing and comfort” remains strong in the Philippines. Kirk shares his insights about the psychology of religious fashion. Q1: What was the unmet need you were trying to satisfy when you set up your stores selling religious T-shirts? A: Worship Generation’s aim is embodied in its tagline, ‘make worship a lifestyle.’ It is our goal to provide…
Read More
Q&A with UBS Securities President Robby Go on Marketing Equities

Q&A with UBS Securities President Robby Go on Marketing Equities

interviews, Marketing Strategy, Q&A
Robby Go is the President and CEO of UBS Securities in the Philippines, a worldwide company headquartered in Switzerland. UBS has consistently been on the top rank of external surveys such as Institutional Investor (ranked 1st in research in 2016) and Asiamoney (ranked 3rd in research) for the equities product. UBS has also consistently been awarded by The Asset as The Best Brokerage House for the Philippines (awarded in 2012-2014 and 2016) and Best Equity House (2012-2014) while Robby Go has been named as one of the Top 3 industry 'salespersons' in Asiamoney polls for eight years in a row. Q1: What is investment in equities? Who are attracted to these? A: Equities are investments in stocks and are an asset class that provides diversification from safer investments such as…
Read More
Q&A with Red Crab’s Raymund Magdaluyo on Competing in the Restaurant Industry

Q&A with Red Crab’s Raymund Magdaluyo on Competing in the Restaurant Industry

Competitive Marketing, interviews, Marketing Strategy, Q&A
Raymund Magdaluyo is one of the Philippines' most successful restaurateurs. He has helped shape many seafood dining restaurant concepts (Red Crab Alimango House, ClawDaddy, Blackbeard’s Seafood Island, Crustasia, Johnny Kahuku Hawaiian Shrimp House), as well as non-seafood restaurant concepts (SumoSam and related restaurants, New Orleans, Cafe Creole, Patriots, Wolfgang's Steak House). He was recipient of the Mansmith Young Market Masters (YMMA) awards in 2008. He shares his insights on how to compete and thrive in the restaurant industry. Q1: Competition in the restaurant business is intense. Can you update us on how consumer choices are affected with recent threats from competition and substitutes? A: Retail has indeed gone global. People around the world are watching, eating, wearing more and more of the same things. In the restaurant industry the biggest competition seems…
Read More
Q&A with Cebu Pacific Air VP Marketing Candice Alabanza – Iyog on Ad & Sales Promotions

Q&A with Cebu Pacific Air VP Marketing Candice Alabanza – Iyog on Ad & Sales Promotions

interviews, Marketing Strategy, Q&A
Market leader Cebu Pacific Air is not only known for having low fare services, but also very agile with their marketing communications and sales promotions. VP Marketing Candice Alabanza-Iyog selflessly shares her insights on how they do a campaign internally. Q1: When Leonardo de Caprio won his first Oscar, Cebu Pacific Air immediately launched a promo free trip to Guam by simply asking Facebook followers to tag people with the name Leo. How does a campaign like this come to life? A: We want to be relevant by sharing or posting something that allows us to be part of a trending conversation, but not in an intrusive way. We also ensure the content is communicated within the context of us as an airline or a travel enabler. With the help…
Read More
Q&A Acer Philippines Managing Director Manuel Wong on Growing Amidst Strong Substitutes

Q&A Acer Philippines Managing Director Manuel Wong on Growing Amidst Strong Substitutes

Competitive Marketing, interviews, Marketing Strategy, Q&A
Q1: Acer is no. 1 player in the PC industry in the Philippines. How has the situation changed with smartphones getting cheaper and better, and how have you responded to slower demand to protect your PC lead? A: Acer Philippines is grateful to have sustained its No.1 post in the PC market for several years, we owe it to our loyal Filipino customers who have trusted Acer as a reliable and durable brand. Behind every badge of success are nurtured relationships – thus we share this with our stakeholders, distributors and dealers, whom we have remained genuine partnerships with for many years. The coming in of the Smartphones, along with the birth of software applications, has indeed made the IT industry more exciting. Technology has become more personally relevant to…
Read More
Q&A with SM VP-Advertising Grace Magno on Marketing Campaigns

Q&A with SM VP-Advertising Grace Magno on Marketing Campaigns

interviews, Marketing Strategy, Q&A
Q1: In your marketing career, what are some of the most memorable marketing campaigns that you initiated? Can you elaborate? A: The Hate Late Campaign of Pizza Hut Delivery is for me the most memorable because we started using social media and the internet to communicate that Pizza Hut Delivery will be delivered to you in 30 minutes or your pizza is free - BUT in such a creative way, with the help of BBDO Guerrero, because the message was about how we Filipinos actually "HATE LATE". We must have been the first to put up an unbranded website called www.hatelate.com. It talked about how awful "Filipino time" was and the consequences of being late - hereby spawning not only tremendous awareness for the Pizza Hut campaign itself but for…
Read More
Q&A with Indigo’s Dokes Nilo on Gaming Software Industry

Q&A with Indigo’s Dokes Nilo on Gaming Software Industry

interviews, Marketing Strategy, Q&A
Q1: You grew up and worked in the US. How did you get into the gaming software industry and work in the Philippines? A: Serendipity, actually. I was vacationing in Singapore and visiting my brother, when a High School friend asked me if I'd be willing to attend a gaming convention during that visit to canvass possible game development studios who might be looking for a business partnership. My canvassing did result in a successful business match, and for my efforts, I was offered an opportunity to work in the resulting company, marrying my IT skills with my knowledge of gaming. It also allowed me to move to the Philippines, so that I may spend time with my parents, who weren't getting any younger. Win/win! Q2: Your services cater mostly…
Read More
Q&A with Union Bank President Edwin Bautista on Marketing Mindset

Q&A with Union Bank President Edwin Bautista on Marketing Mindset

interviews, Marketing Strategy, Q&A
Q1: Back in college at De La Salle University, you were captain of the Debate Team (among other achievements) which won a national championship. When you graduated from La Salle, you became its Director of Placement, where you were quickly promoted from Placement Officer to Director level even when you were a fresh graduate. How did you choose your extracurricular activities and career path even as a student and how did this early exposure influence your behavior and future choices? A: Looking back, it would seem like I was preparing for this job even while in college. The various student leadership positions I held taught me how to get things done by influencing others. The Debating Team stint removed my fear of public speaking and taught me the importance of knowing…
Read More
Q&A with International Pharmaceutical (IPI) VP-Marketing Stanley Uang on Shoestring Marketing

Q&A with International Pharmaceutical (IPI) VP-Marketing Stanley Uang on Shoestring Marketing

interviews, Marketing Strategy, Q&A
Q1: Efficascent Oil is your single most saleable product with over P1 billion in sales from practically no advertising support. How did it reach its current legendary status? A: E.O is a 60-year-old brand today. In its first quarter of life, popularity stems from the fact that it was able to satisfy the need of consumers that time who prefers massage rather than medications in alleviating minor pains and aches. The middle part of its life was more focused on wide distribution and availability. Since 10 years ago we have been communicating more & more its brand equity (from its longevity in the market) which differentiates it from other numerous "me-too" brands. Q2: Another legendary product is Omega Pain Killer. Some competitors have already been entering this category. How have…
Read More
Q&A with Crescom Biomedics President Geraldyn Perez on Baby and Maternity Products

Q&A with Crescom Biomedics President Geraldyn Perez on Baby and Maternity Products

interviews, Marketing Strategy, Q&A
Q1: Why is your company name Crescom Biomedics? A: My resignation from Unilever Philippines to start my own business was a big risk for me. I wanted the company name to be a reminder to me of how I took that leap of faith and started from scratch all over again to pursue a dream. Cresco means “to grow, to spring forth” in Latin. In the same way, my big move pushed me to grow—not the easiest but definitely necessary to achieve my dream. Biomedics was added to convey that all our maternity and baby products are carefully curated, based on real science and not mere marketing gimmick. Q2: You are still young and single. What got you interested in baby and mommy products? A: When both my sisters got…
Read More