About My Marketing Blog

About My Marketing Blog

About My Marketing Blog

Articles
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 four marketing books in my first three years as an author from 1992-1995. I was driven by the thought that there is a need for marketing books with Philippine context and I was all the more encouraged when they became bestsellers with positive feedback from both academe and practitioners. By now, I have 13 books, including a few co-authored with my wife and partner, Chiqui Escareal-Go of Mansmith and Fielders…
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Q&A with Gardenia President Simplicio Umali on Defensive Strategy

Q&A with Gardenia President Simplicio Umali on Defensive Strategy

Defense Marketing, interviews, Q&A
Q1: One of your competitors was first to launch a sugarfree bread variant in 2012, which captured a significant 15% market share in the wheat & health bread category. How did Gardenia protect itself from this competitive attack? A: Gardenia responded by studying further the consumers to understand their behavior and to know what they truly desire. We found out that consumers crave for healthy, low calorie bread products without depriving themselves of good taste. Gardenia believes that it will be misleading to claim a sugarfree bread as bread is made of complex carbohydrates and when we eat bread, our stomach breaks its complex structure into smaller pieces, so small that it becomes the same simple structure as sugar. Sugarfree bread becomes sugar in the bloodstream. Marketing a Gardenia sugar-free…
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Looking Back:  Trends to Watch in PH in 2014 and Beyond By Josiah Go & Chiqui Escareal-Go

Looking Back: Trends to Watch in PH in 2014 and Beyond By Josiah Go & Chiqui Escareal-Go

Articles
(Thanks to Inquirer for publishing this article last Jan. 10, 2014. The co-author of this article, Chiqui Escareal-Go, is President & CEO of marketing training firm Mansmith and Fielders, Inc. An updated trends article will be published at the Inquirer again on Jan. 4, 2015) 2013 was quite a year—for lack of a deserving superlative to describe it—most especially for Filipinos. Just as it was a year filled with disasters from earthquakes and typhoons to pork barrel scams, the Filipino spirit was once again challenged and tested. Resiliency (besides sense of humor) seems to be in the genetic make-up of every Filipino just as creativity and resourcefulness are able to shine through these trying times Part of this possibility thinking is seeing opportunities in crises as Filipinos learn to adjust and…
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Invest To Donate: Social Enterprise with a Unique Business Model

Invest To Donate: Social Enterprise with a Unique Business Model

Articles, Service, Special Features
At the height of typhoon Yolanda a year ago (2013), I was sick and immobilized at home but I felt I had to do something to help those affected by the storm. Having initiated fund raising campaigns in the past for Zamboanga Fund for Little Kids (original name was Yellow Boat of Hope Foundation) and the Godparents Program of Markprof Marketing Leadership Bootcamp via Facebook, I started a one-week Facebook campaign for donation from my sick bed, reinforced with some text messages to those without Facebook (or not regularly visiting Facebook). Some P3.6 million was raised from some 68 business leaders and professionals with afew pending receivables. I wondered aloud if people would be willing to invest in a social enterprise where 100% of the profit will go to future disaster victims and asked if my friends…
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Q&A with ABENSON Managing Director Winston Lim on Appliance & Gadget Retailing

Q&A with ABENSON Managing Director Winston Lim on Appliance & Gadget Retailing

interviews, Q&A, Retailing
Q1: Retailing appliances has many pain points where customers go through a process of information search, face-to-face inquiry, product demo, delivery and after sales. How is Abenson addressing customer irritants and annoyances? ​At ABENSON, our mission is to bring the ‘Good Life’ to every Filipino Home. In our 45 year history we have seen how differently our customers’ priorities have changed, both in the level of sophistication of the products that they buy - and in their expectations of what the Good Life is. Appliance and gadget shoppers want to bring home the best products that fit their lifestyles in the fastest, easiest and safestway possible. Our newest channel is on the Internet - abenson.com.ph - offers the same products and services nationwide to those who now prefer to shop…
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Q&A with SM VP-Marketing Quennie Cua on Reframing, Relaunching and Rebranding

Q&A with SM VP-Marketing Quennie Cua on Reframing, Relaunching and Rebranding

Defense Marketing, interviews, Q&A
Q1: When you were still with P&G Philippines and Singapore, you helped Pampers defend against EQ diapers, regaining leadership in 2003. You also found yourself doing the same for Whisper when you turned it around to win against Modess. What were your strategies then? When does a brand decide to defend or not to defend? A brand’s decision to defend or not to defend is dependent on (i) its role in the portfolio (whether growth-driver or flanker) (ii) category-consumer behaviour and usage practices (iii) what it takes to defend and whether the organization is ready to put in the resources to fight the battle. There’s really no best time – it all boils down to whether how well one can keep up with fight (is the resources rich enough?). Pampers…
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Waters Video Challenge by Josiah Go

Articles, Service, Special Features
In my previous post, I wrote about the MarkProf Foundation Inc. which has been honing deserving graduating student leaders  through a life-changing 7-weekend boot camp in Marketing Leadership. Just recently, MarkProf made official its roster of “Top 25 Marketing Management Trainees of the Philippines” through the graduation of its 11th batch last December 6, 2014. Kudos to the MarkProf scholars who successfully passed the rigorous training. On top of the mind-racing challenges, there was one exciting addition this year, a first in the MarkProf history – the Waters Video Challenge.  Part of their overall grades would depend on creating a compelling short video featuring Waters Bio Mineral Pot, the leading home water purifiers in the premium segment. With over 1 million units sold worldwide, the delicious-tasting Waters' 3-in-1 mineral-alkaline-purifier helps make people healthy while saving them money. Imagine spending P200 a week in buying from water refill station, that's P800 a month, P10,000 a year or P600,000 (US$13,000) in lifetime cost, offering a compelling reason to shift without too…
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The MarkProf Marketing Leadership Bootcamp  by Josiah Go

The MarkProf Marketing Leadership Bootcamp by Josiah Go

Articles, Service, Special Features
In 2004, Ding Salvador (then newly-retired ASEAN president of Johnson and Johnson’s) and I put up MarkProf Foundation Inc. to help develop future leaders of the Philippines.  We saw some biases happening in the corporate world where hiring of important entry-level positions, including management trainees, was usually limited to three schools, namely: Ateneo, De La Salle, and University of the Philippines (not necessarily in that order).  We wanted to cheer for the “underdogs” -- other brilliant college kids whose parents may not have had enough money for tuition for these schools, or who may have had fewer choices given their limited access to opportunities.  We did not like the fact that the dream of many Filipinos is to be able to work and stay abroad.  We wanted to contribute to the improvement of marketing education in the…
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Store Retailing Profitability by Josiah Go

Articles
Store retailing is a business that can easily be started. But with the rise of competition and many other risks in this industry, a store retailer must revisit and identify each business factor to have a competitive edge. There are two interconnected elements to have a profitable retail business. The first one is related to marketing while the second one looks at the combination of operations and finance. For the first element in marketing, there are 5 positioning options. Positioning is about being relevant and unique. You cannot just be unique without being relevant. You have to find your relevance first before being unique. And relevance comes from satisfying unmet needs. It is therefore important for a store retailer to understand the unmet needs of their customers. Who is the target market? And what is the unique set of unmet needs…
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Year-End Ritualization by Josiah Go

Year-End Ritualization by Josiah Go

Articles
There are 'marketing disasters' that can be expected at year-end. One of these is what we call "ritualization", a term that refers to practices that are wrong but are done anyway in the corporate world. Ritualization, as well as how to solve this, is part of the subject covered in the Marketing and Sales Implementation seminar / workshop Mansmith and Fielders  Inc. conducts for clients for several years now. I hope marketing practitioners and corporate strategists affected will realize the urgency to address this to make their organizations healthier. Every year, there is a deadly self inflicted wound some suppliers do -- in order to hit their sales commitment to their bosses. They load their trade customers with much more than the usual amount of inventory. Key retailers and distributors cooperate…
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