Vitarich was supplying dressed chicken to the fast food industry when they launched Texas Chicken Restaurant. The latter has since closed in the Philippines. Lamoiyan owner Cecilio Pedro’s previous company was a supplier of aluminum toothpaste tube to the likes of Unilever and Colgate when Happee Toothpaste was eventually launched at a much lower price point. Mega Sardines was launched […]
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Suphajee Suthumpun is the Group Chief Executive Officer of Dusit International. She joined the global hospitality company in January 2016, bringing with her over 20 years of experience in technology, including positions as Chief Executive Officer and Executive Chairman, Thaicom Public Co Ltd.; General Manager of Global Technology Services (GTS) at IBM’s ASEAN headquarters in Singapore; and Country General Manager […]
Joseph “Chay” Cruel is vice president of international and business development for the non-alcoholic division of Asia Brewery. Previously, he was with Smart, Remy Martin, RFM and URC, the latter where he launched the highly successful C2 as brand manager and for which he won the Mansmith Young Market Masters Awards (YMMA) in 2005. Chay shares his insights on another […]
Market leaders usually have a lot more sources of strengths than their competitors, and therefore, new entrants must avoid a direct assault on the market leader. Instead of enticing consumers to switch brands, they can instead be convinced to buy, based on communicating the merit of their new offer. Here are seven (7) steps on how companies can grow without […]
The concept of Logic of Industry has taught us that in every industry, there are rules. Ignore them and you risk not becoming successful. This concept is especially popular when senior executives mentor younger people on how to succeed in an industry. Many share so-called success formulas, but in reality, these are only indicators. If these so-called formulas would be […]
Mercury Drug, the leading drugstore chain in the Philippines has a free and transferable customer loyalty program known as Suki (regular customers) Card. Launched in 2001, a portion of the amount spent is stored in the customer’s Suki Card for them to buy products in the ‘future’. Ms. Cora Lim, a top executive of Mercury Drug described the Suki Card […]
The goal of this article is to make the next administration as well as all civil servants understand one of the most fundamental marketing concept – Needs and Wants, and how voters’ choice in the National Capital Region (NCR) was shaped by opposition and how doing a good job felt by the ordinary people can influence the outcome of the next elections. In this case, I […]
Whoever you voted in the May 9 elections, it’s over except the official counting. Let’s be vigilant and not allow any cheating in whatever form by any candidate. Let’s also not be quick to over react to any rumor. Let us love our country Philippines more than any candidates. We did not vote for one candidate, we voted for our […]
I wrote about the phenomenal come-from-behind win of Makati Mayor Jejomar Binay as Vice President of the Philippines in my book “Fundamentals of Marketing in the Philippine Setting (2nd Edition, with Chiqui Escareal-Go, 2012). His message that he will do to the Philippines what he did in Makati resonated to the public as it positioned him as a public servant with solid track record […]
A lot of people know me as an author of marketing books, and as a trainer. Since I have started this blog, I have taken the time to write quick and easy to read articles about marketing. This is my substitute until I find the time to finish my 14th book. Again, the list below is arranged according to number […]