Q&A with Apartment 8 Founder Sheira Lim on Growing Fashion Businesses

Q&A with Apartment 8 Founder Sheira Lim on Growing Fashion Businesses

interviews, Marketing Strategy, Q&A
Q1: There are many crowded industries like food and fashion. What made you enter the retail fashion industry in 2005 when you were fresh from school? A: One of the reasons why I entered the fashion industry is that apart from my own love for dressing up, I wanted to help women boost their confidence. I wanted to give them a feel good, personal touch to garments. Likewise, the same good feeling I get when I dress up, I wanted to share that same exact feeling – how it feels to wear something nice and be able to show it to the world. Q2: How did you get the name Apartment 8 when you are a fashion and not a real estate brand? What is the essence behind the brand?…
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Q&A with Serenitea Milk Tea Co-Founder Juliet Herrera-Chen on Differentiation

Q&A with Serenitea Milk Tea Co-Founder Juliet Herrera-Chen on Differentiation

interviews, Marketing Strategy, Q&A
Q1: Unlike your competitors, Serenitea brews freshly brewed tea using an Espresso machine. What was the insight for this move? A: We did this to ensure the quality of our product so as to deliver freshness in every cup. It also helps our business minimize spoilage. It's a win-win move for both customers and the company. It also happened that no tea company or shop has ever done this in the country when we introduced this way of preparing tea. This innovation helped give us a unique selling proposition aside from being economical. Q2: Unlike most companies, you don’t aspire to be number 1 in your industry even if you are market pioneer, yet you are doing well with close to 40 stores. Why is this so? A: We have…
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Q&A with BeautyBox President Cheryl Chua on Beauty Distribution

Q&A with BeautyBox President Cheryl Chua on Beauty Distribution

interviews, Marketing Strategy, Q&A
Q1: What was the inspiration behind your beauty distribution company? A: Being an avid shopper myself, I have always had this interest with the retail industry whether which side of the fence I am in. The "accidental discovery" of K-Palette's eyebrow liner came at a time when my husband and I were thinking of having our own business. I stumbled upon the cult favorite brand during a vacation with my family and sister in Singapore where it was also being distributed. We were looking for an umbrella to replace the one we borrowed and lost from a friend who's based there. My sister was looking for an umbrella and I was browsing through different products when a packaging with a tagline "One Day Tattoo" eyebrow liner caught my attention since…
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Q&A with McDonald’s Philippines SVP-Marketing Margot Torres on Winning Visit Frequency

Q&A with McDonald’s Philippines SVP-Marketing Margot Torres on Winning Visit Frequency

interviews, Marketing Strategy, Q&A
Q1: McDonald's started the fastfood trend worldwide with the insight "people don't dine, they eat and run." They created many firsts which are now standard in fast food. What are firsts that McDonald's has launched in the Philippines? Innovation and relevance are important for McDonald’s to stay on top of a fast-paced industry. Here in the Philippines, McDonald’s introduced the concept of a quick-service restaurant when it arrived in 1981. In 1982, we opened the first drive-thru restaurant located in Greenhills. McDonald’s was also the first restaurant to offer our youngest customers [kids] their own set meal, the Happy Meal, which comes with a toy and red box with every purchase. To better respond to our customers’ changing needs, we needed to adapt, be faster and be more accessible. This…
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Q&A with Goldilocks New Business Group Director Pinky Yee on Creating a Compelling Value Proposition

Q&A with Goldilocks New Business Group Director Pinky Yee on Creating a Compelling Value Proposition

interviews, Marketing Strategy, Q&A
Q1: Decades ago, Goldilocks had popular cake competitors like Rolling Pin, Merced and Joni's – all of which are no longer active in the market. Giant Jollibee Food Group acquired Red Ribbon in 2005. What has Goldilocks been doing right all these years for it to hold on to market leadership in the cake industry? I believe that the main reason we have maintained market leadership all these years is our balanced focus on both thought leadership and brand connection. We have succeeded in firmly establishing Goldilocks as a pioneer and trendsetter in the bakeshop industry through constant innovations in our products and services. At the same time – and with equal effectivity – we have created an emotional bond with our consumers that is difficult to rival and impossible…
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Q&A with Mondelez Southeast Asia Group Marketing Director Pamela Takai on Being a Young Market Master Awardee (YMMA)

Q&A with Mondelez Southeast Asia Group Marketing Director Pamela Takai on Being a Young Market Master Awardee (YMMA)

interviews, Marketing Strategy, Q&A
Q1: Prior to Mondelez, you were with Unilever, first as country brand manager, then regional brand manager, then global brand manager. Can you tell us what were the most challenging parts of each of these brand positions and why? A: At the heart of these roles is the privilege to make a brand more valuable to the business and the consumers after your term.  There comes the usual challenge of competitive pressure, stagnant/declining sales, weakening equity and so on. But a significant part of the challenge would be beyond marketing, but also on personal leadership.  During my first role as brand manager, I was very young then and handling a mega billion peso brand that faced immense competitive onslaught and business pressures. The most difficult, and yet eventually rewarding, was…
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Q&A with Bestselling Author Hermawan Kartajaya on the Rise of the Asian Marketers

Q&A with Bestselling Author Hermawan Kartajaya on the Rise of the Asian Marketers

interviews, Marketing Strategy, Q&A
Q1: You became the first Asian President of the World Marketing Association a few years ago and you have made Asia proud. How has the role of marketing in the Asian region then and now evolved at an international level? In the last decade, we can see that the role of marketing is evolving so rapidly in the Asia. In the past, the big companies in Asia only focused in making low price product to penetrate global market even we only can relied on commodities goods. But many Asian marketing professionals and businessmen has aware of this condition. So they shifted their perspective from resource based to market based. Therefore, many companies that tried to improve their product quality and give more attention to marketing field. They aware that marketing…
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Q&A with Simplicio Umali Jr., President and General Manager of Gardenia Bakeries Phil Inc. on Bread Industry

Q&A with Simplicio Umali Jr., President and General Manager of Gardenia Bakeries Phil Inc. on Bread Industry

Marketing Plan in the Philippine Setting, Marketing Strategy
Q1: You have been with Gardenia since its launch. What was your launch strategy and if you were to change something in the launch, what would that be and why? When Gardenia started in the Philippines in 1998, it marketed Cowhead milk and Gardenia loaves with its sales force selling more milk than bread. The company refocused its strategy in 1999 and concentrated on its core business of baking bread. Its marketing efforts initially centered on using a direct distribution strategy of delivering fresh bread to major supermarkets and convenience store chains supported by in-store promotions and publicity campaigns that were armed with the message of premium product quality with the superior taste profile that is “so good, you can even eat it on its own” (masarap, kahit walang palaman).…
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Q&A with Anabel Tanco, Founder and President of Bizu Patisserie on Marketing Objective-Setting

Q&A with Anabel Tanco, Founder and President of Bizu Patisserie on Marketing Objective-Setting

Marketing Plan in the Philippine Setting, Marketing Strategy
Q1: Bizu is a premium brand of cakes and restaurants. How did you decide that this is the way to go? The first thing that I did when I set out to create Bizu was to search my soul. I have always dreamt of running a patisserie similar to the ones found in France and wondered why we didn’t have anything like that here. I loved their lavish interiors and the delectable desserts that catch your eye and beg to be bought. So in putting up Bizu I hoped that other people would share my vision of a French patisserie here in Manila. In some respects I didn’t decide if my business should be a premium brand, it was a coincidence that people appreciated that I brought the Parisian patisserie…
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