Starting a business is like setting off on an exciting journey, but it’s not always a smooth ride. As you venture into the world of entrepreneurship, some key ideas can steer you towards long-term success. Let’s break down these marketing principles in a way that’s easy to understand for budding entrepreneurs. Principle no. 1. Awareness Before Revenues: The Power of […]
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In the every-changing world of marketing, it is crucial to understand the fundamental differences between consumer markets (B2C) and business-to-business markets (B2B). Imagine these markets as two distinct ways of doing business, each with its own set of customer behaviors, communication methods, decision-making processes, and rules of engagements. What is applicable in B2C might not be suitable to B2B. Let’s […]
Christine Fajardo is the head of communications and engagement of Novartis in the Philippines and the Asia Aspiring Innovative Medicines Cluster. Novartis is the world’s second largest drug company. Prior to Novartis, she was SVP for strategic marketing & corporate affairs of St. Luke’s Medical Center. Christine is also the Chairperson of the Swiss Chamber of Commerce of the Philippines […]
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 […]
Life insurance was once an uncomfortable service to discuss, but it has now turned into something that can easily be bought online. Insular Life, operating since 1910, is the first and biggest Filipino life insurance company and the only mutual company in the Philippines, with total assets currently over P143 billion. It markets various insurance products (personal, life, educational, health, […]
Vermailene “Ver” Barrios is the senior director of Kantar insights division and creative solution country lead of Kantar. In this interview, she shares insights about the use of celebrity endorsers. Q1: When is it wise to use celebrity endorsers and under what situations can choices be problematic? A1: In most cases, the use of celebrity endorsers is a lazy (sorry!) way […]
Marketing is commonly associated with stimulating consumer’s needs and wants that will hopefully lead to sales revenues. While marketing clearly goes beyond that, the term “needs and wants” infers that there is a difference between the two jargons that is certainly worth a marketing conversation. Needs are essential to survival while wants are not. From a consumer choice architecture, needs are basic […]
Ronnie Traballo is the CEO of Cypress Bomanite Inc., one of the country’s pioneering full landscape construction firms which is celebrating its 50th anniversary this 2022. He is also the Managing Director of Bomanite Southeast Asia with an office in Singapore and a manufacturing plant in Subic. Bomanite is a US-based company focused on all kinds of decorative concrete flooring […]
Henry Aguda is the Chairman of the Board of UBx Philippines, the fintech venture studio of Union Bank of the Philippines. The Bank’s industry leadership in banking innovation and effective digital transformation is furthered by UBx. Branded as UnionBank to the power of X, UBx was incorporated in 2018 to make financial services natural, open and accessible to all, through […]
With the recently concluded Philippine elections, expect post-game analyses on how campaigns were conducted and the lessons that can be replicated not just in politics but also in business. In this case, I will be applying a Mansmith business framework – the 3Es and 3Os of a great campaign and see how this was applied in the elections. The […]