Before becoming a Congresswoman in 2012, Leni Robredo was a lawyer focusing on the poor and marginalized. She was awarded the Most Outstanding Private Prosecutor in 2009 given by Volunteer Against Crime and Corruption (VACC). She decided to run as congresswoman after her late husband died due to the belief that only 1 family member will be in public office at a time. In Congress, […]
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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 […]
Q1: Your had a ‘trinity’ policy of ‘no smoking, no drinking and a compulsory Bible study’ in your Laguna resort. What was the insight behind this unique policy? What made you soften on this policy? A: The “trinity policy” of no smoking, no drinking and a compulsory Bible study was made at the onset when Caliraya Resort Club was established. […]
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 […]
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 […]
Zap began as a loyalty program operating as a merchant coalition model, allowing consumers to redeem rewards across various merchants. However, in 2015, a significant shift was necessary as the initial target market definition proved ineffective. Originally targeting end users, Zap faced resistance from merchants who felt the coalition undermined brand loyalty, as consumers redeemed points elsewhere. Responding to merchant […]
Entrepreneurs must navigate four gates to reach the “House of Prosperity”, which is the desired outcome of entrepreneurs with the promise of financial independence, personal freedom, and the realization of their deepest desires. These gates or hurdles that entrepreneurs need to overcome to attain business success are (1) the preparation gate, (2) the marketing gate, (3) the execution gate, and […]
A marketing plan is a written document that serves as a guide and outline of how a company intends to grow in the marketplace and win against the competition. The marketing plan is usually formulated annually, but results are reviewed monthly with major business reviews done quarterly on what worked versus what did not work. While there is no standard […]
Subtraction Effect The subtraction effect is a phenomenon where people perceive the removal of a feature or option as having a more significant impact than its addition. For example, consider fast food chains that used to provide sauce for their chicken but saw a drop in customer satisfaction ratings when they started charging for extra sauce. As a result, they […]
Ralph Ray Chua serves as the President of Immuni Global Inc., the manufacturer of Immuni herbal drinks packaged in rectangular sachets. Recently honored with the Mansmith Innovation Awards for product innovation, Ralph provides valuable insights into the development and launch of Immuni. Q1: Can you share the backstory of your startup and what inspired the launch of a herbal drink […]