Q&A Kumon Franchisee Audrey Tan on Choosing A Business

Q&A Kumon Franchisee Audrey Tan on Choosing A Business

Q&A Kumon Franchisee Audrey Tan on Choosing A Business

interviews, Q&A
Q1: You and your husband are owners of several businesses (hardware, office supplies). What made you decide to be franchisee of another, specifically Kumon in Tarlac? A: I started Kumon by chance. It was never really part of my plan to franchise a Kumon Center until the existing instructor/ franchisee of the center in Tarlac was going to relocate to Manila. Her sudden relocation would displace 80 Kumon students. And, seeing how Kumon has helped my children, I wanted to continue it for the other children as well. After attending a Franchise Orientation, passing the exams and the interview, I formally took over the center in May 2005. Education is one of the nobler businesses around because you invest heavily in people and training. I take comfort in the fact…
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Q&A with Yoly Villanueva-Ong on Political Advertising

Q&A with Yoly Villanueva-Ong on Political Advertising

interviews, Q&A
Q1: You were in consumer advertising before marketing political campaigns. How similar or different are the frameworks you use with marketing products or services to influence voters? A: The framework is essentially the same. The candidate is like a “product” that must be sold on the basis of the benefits it claims and overall reputation that it owns. The other 2Ps in the marketing mix---Promotion and Place are likewise important. Communications (Promotions) is particularly critical and his visibility on the ground (via sorties, merchandizing, regional headquarters etc.) can be compared to a distribution/franchise network. And of course “Price” or cost is contextualized from the candidates’ point of view. He must have adequate finances to cover election expenses. But unlike a shampoo, the candidate’s reputation and his ability to deliver on…
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Targeting Non-Customers by Josiah Go

Targeting Non-Customers by Josiah Go

Articles
Many products have a low market penetration rate, typically in single-digit or in low double digits. With this comes the question on whether marketers are focusing their activities on the minority of the market or whether they have the right marketing mix and business model in the first place to attract a much wider audience. There is a big difference between serving current customers (market-driven strategy) and serving underserved and unserved markets (market-driving strategy). The marketers of Noah Ion Cleanse Foot Detox System saw the problem of air circulation in salons and spa centers. Because the product removes toxins through one's feet, open air circulation is necessary and hygienic. In addition, the toxins released through one's feet might make the user uncomfortable in the presence of strangers, thus making the…
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Q&A with Viventis’ Yu Ming Chin on Transition From Family to Professional Management

Q&A with Viventis’ Yu Ming Chin on Transition From Family to Professional Management

interviews, Q&A
Q1: There is always a crossroad with growing family enterprises – that of professionalizing by hiring an experienced outsider or continuing governance within the family. How can you help in this regard? A: When a family enterprise is ready to professionalize, the first things that need to be done are the drawing up of the family governance constitution and the selection of an independent family board member. Sometimes, growing family enterprises experience failure when it’s being transferred from generation to generation and taking the aforementioned steps can help avoid that failure. We have relevant expertise in these areas. Q2: Are there traits you look for within a family before you think that they are ready to hire a professional? A: The three things I look at are Scale, Skills, and…
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Q&A with Double Dragon Chairman Edgar Sia II on Competitive Advantage

Q&A with Double Dragon Chairman Edgar Sia II on Competitive Advantage

interviews, Q&A
Edgar Sia II, better known as Injap, started Mang Inasal in Iloilo City in 2003. For his successful expansion and pioneering concept of the Filipino barbeque fast-food chain, he was awarded, among many others, the Mansmith Young Market Masters Award (YMMA) in 2009. In 2010, Jollibee acquired 70% of the company for P3 billion. Injap then focused on another start-up, Double Dragon Properties, which became listed in the stock market in 2014 for P2 a share. Today, it is trading over 10 times its IPO price. At 38 years old, Injap is the youngest in the Forbes list of richest people in the Philippines with an estimated net worth of over US$390 million, making him a certified entrepreneur rock star. Injap shares his insights about what he looks for in…
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Marketing and Strategy Lessons From Eat Bulaga’s Aldub by Josiah Go

Marketing and Strategy Lessons From Eat Bulaga’s Aldub by Josiah Go

Articles
The Aldub phenomenon has attracted many new viewers to the 36-year old noontime TV show Eat Bulaga since July 2015. Kantar Media Philippines shared that viewers nearly doubled from 2.5 million households last July to at least 4.8 million last September 26, 2015, excluding out-of-home and out-of-country viewing. Aldub is short for Alden Richards and Maine Mendoza, the latter better known on TV as Yaya Dub. They rose to fame as a love team in the 'Kalye Serye' (street series) segment of the show with traditional Filipino values injected by the cast, notably Lola Nidora, creating a new fusion category of entertainment with values education. Marketers and businesspeople can learn many lessons from the Aldub phenomenon when planning for their marketing and strategy. Six lessons are shared below via reflection…
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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, 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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18 Lessons of Market Creation by Josiah Go

18 Lessons of Market Creation by Josiah Go

Articles
Every year, I would give a talk about Market-Driving Strategies to outstanding graduating student leaders attending the MarkProf’s annual Marketing Leadership Bootcamp. For application, participants were asked to decode the market creation strategies of a product of their choice, using the Market-Driving Strategies framework, concept, tools and templates introduced by Mansmith and Fielders. Despite being young with practicum as their only work experience, their output is nothing inferior to many marketing practitioners; perhaps, being one of the Top 25 Marketing Management Trainees of the Philippines boosted their confidence. Let me share some of the lessons about market-driving, market-shaping or market creation often missed by traditional marketers focusing on brand switching tactics, it would be timely for companies to compare these with what they have already planned for 2012: 1. Marketing…
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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, 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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Re-thinking options for Noontime TV Entertainment by Chiqui Escareal-Go

Re-thinking options for Noontime TV Entertainment by Chiqui Escareal-Go

Articles
We are reminded to return to the basics during crises or when business seems to be at a dead end. For example, we may all be familiar with Newton’s third law of motion, which states for every action, there is an equal and opposite reaction. In business, this might make us think of what outcomes to expect when we execute a strategy or course of action. Marketers need to prepare for most probable scenarios and prepare ahead of time for competitive acts and not while the attack is happening. After all, we already know there will always be a reaction when there is “provocation’. If you’re in marketing, there is Ries’ and Trout’s Immutable Laws of Marketing and in particular, Law #9 or the Law of the Opposite. This law…
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