Most of the things I have done in marketing and for the marketing industry can be called accidental if not for my single-minded focus on how I “live” marketing – from personal branding and positioning, to customer market segmentation and customer understanding, to love and passion for what I do. Writing books for example, is no mean feat. I turned out […]
Search Results for: Business Model
Q1. You have different pizza brands – Jimini Whole Pizza for kids, Pizza Pedricos for sharing with barkada or family, and Santino’s Supreme Slice, a grab & go slice pizza brand for the budget-conscious & time-starved individuals. What were the opportunities you saw or the insights you uncovered that led to the development of each of these brands? We started […]
Q1: What is the most often overlooked aspect of shopper marketing which should be very basic to all? Great shopper marketing starts with great shopper insight. Shopper marketing is marketing. Insight drives actions and solutions. Neuroscience proved that 99% of what we do are driven by subconscious behavior or what we usually call habit. People more or less buy the […]
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 […]
‘Manage change so that change will not manage us’
Q1: Hyundai Philippines is a latecomer in the Philippine automotive industry and is now in the top three, this in spite of some out of stocks situations. Please share what were the strategies you successfully adopted to attain accelerated growth? First, we prepared by understanding the market. And I do not mean churning out very complicated insights about the market, […]
Q1: When you started Summit Media in 1995, your glossy, higher priced magazines became the new industry standard. What was your insight behind the new concept or what inspired you to tackle something different? Did you have a back up plan if it had not succeeded? In 1995, when we launched Preview, our first title, the magazine industry was dominated […]
“If you try to continually be at your best, and to beat your best, you become resilient” – Malu Dybuncio
Q1: I have known you since 1982, and you have always been entrepreneurial, please update us about your other entrepreneurial ventures outside of RFM (Joey’s Pepperoni, etc.) On my popcorn and cotton candy business, it is a business I started with my wife Marissa, when we were still single, over 30 years ago. It used to be called Joey’s popcorn […]
Q1: What made you decide to enter the competitive retail market for petroleum? The deregulation of the oil industry along with the Asian Financial crisis in 1997, was the catalyst in our decision to enter the competitive retail market for petroleum. Q2: What advantages are you banking on that will make consumers switch to SEAOIL when competition is nearby? Oil […]