An unforgettable moment occurred last October 11, 2023, during the launching of our book, ‘Marketing for Beginners: Start Strong. Succeed Fast.” Reaching a Diverse Audience: Right from the start, our aim was to create an innovative marketing book that breaks free from conventions. We wanted to make marketing accessible to all, simplify its complexities, and kindle the desire for success […]
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Market-driven strategy – or the strategy that seeks to understand and satisfy the needs and wants of the existing market focusing on customer loyalty and repeat purchase, has been the most common approach to business decision-making and choice of marketing activities. In recent years, this way of thinking had been challenged for its limitations – now requiring marketers to keep […]
Last 2015, we conducted a survey on the ‘hirability’ of fresh graduates with the marketing heads of some of the biggest companies in the Philippines. We thank Albet Buddahim, vice president and chief marketing officer of the Primer Group of Companies, and Ampy Rio, chief marketing officer of Nutriasia, for answering our updated edition. Q1: When hiring fresh graduates for brand marketing work, what […]
Kristine Venturina is the Director for Shopper Marketing and Insighting of Unilab. She was a recipient of the Mansmith Young Market Masters Awards (YMMA) in 2015. Here, she shares her experience in shopper marketing. Q1: What are some of the biggest challenges you’ve faced as a shopper marketer, and how have you overcome them? A1: In shopper marketing like in […]
Bea Joson is the Deodorants Lead for Southeast Asia of Unilever. She won the Mansmith Young Market Masters Awards (YMMA) in 2020. In this interview, she shares her insights and experience on how to develop, manage and grow a portfolio of brands for maximum effectiveness and efficiency. Q1: How do you ensure that each brand has a distinct target market […]
Kristine Tang Chan is vice president of marketing and the commercial leader for fabric & home care at Procter and Gamble Philippines. She was awarded the Mansmith Young Market Masters Awards (YMMA) in 2012. In this interview, she shares her thoughts about insighting and converting them to big ideas. Q1: What are the typical challenges related to gathering consumer insights? […]
Vicky Abad is the Managing Director of Ipsos. She brings with her over three decades of marketing and research experience in the arena of creating innovative products and solutions as well as helping build great brands. In this interview, she shares about the trends and trajectories for 2023 and beyond. Q1: Before we discuss trends, help us understand where we are […]
Kristine Alvarez-Go is the general manager of Unilever Nutrition for Southeast Asia and a member of the board of Unilever Philippines. She won the Asia Pacific CMO of the Year 2022 from Tambuli, among other awards. In this interview, she shares her thoughts about growing the core through fresh consistency. Q1: You have been involved with many brands, categories and […]
Lucio Cochanco, Jr. is the President and CEO of Fly Ace Corporation, marketer of Jolly canned vegetables, canned fruits, Doña Elena Mediterranean products (olive oil, olives & capers, pasta sauces, canned tomatoes, anchovies, bottled sardines and canned tuna), Good Life oriental products (sotanghon, egg noodles, bihon, bread crumbs, sesame oil and oyster sauce) and other food products, many of which […]
In 2022, the most read articles (according to the number of readers) in my blog josiahgo.com reveal interest in diverse themes. Choice topics cover both current events such as the election campaign in the first quarter of the year, as well as recurring marketing concerns on pricing and customer satisfaction. I also observed how over the years, most readers want to refresh […]