Q&A with McDonald’s Philippines SVP-Marketing Margot Torres on Winning Visit Frequency

Q&A with McDonald’s Philippines SVP-Marketing Margot Torres on Winning Visit Frequency

Q&A with McDonald’s Philippines SVP-Marketing Margot Torres on Winning Visit Frequency

interviews, Marketing Strategy, Q&A
Q1: McDonald's started the fastfood trend worldwide with the insight "people don't dine, they eat and run." They created many firsts which are now standard in fast food. What are firsts that McDonald's has launched in the Philippines? Innovation and relevance are important for McDonald’s to stay on top of a fast-paced industry. Here in the Philippines, McDonald’s introduced the concept of a quick-service restaurant when it arrived in 1981. In 1982, we opened the first drive-thru restaurant located in Greenhills. McDonald’s was also the first restaurant to offer our youngest customers [kids] their own set meal, the Happy Meal, which comes with a toy and red box with every purchase. To better respond to our customers’ changing needs, we needed to adapt, be faster and be more accessible. This…
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4 Tests to Spot a Weak Concept by Josiah Go

4 Tests to Spot a Weak Concept by Josiah Go

Articles
Years ago, the franchise manager of a company was trying to convince me to invest in a barber shop franchise. I figured that a barber shop has a high repeat visit frequency so I was interested to know more. When I asked what was unique about the barbershop, I was told that it would be thematic, with the barbers dressed like construction workers (with helmets and overalls). I wasn’t so sure what pain points they were trying to satisfy with this idea so I asked for more information. The franchise manager added that the prices were low, and with good service to boot. Pressed further, he was almost proud to say that the price will be 5% cheaper than the average barber shops, and that they would provide a free…
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Q&A with Syngenta Asia Pacific Corn Marketing Head Hardeep Grewal on Agro Marketing

Q&A with Syngenta Asia Pacific Corn Marketing Head Hardeep Grewal on Agro Marketing

Agri Marketing, interviews, Q&A
Q1: I met you close to 25 years ago when you were country manager of Pioneer Hybrid Corn in the Philippines. Now you are Asia Pacific Corn Marketing Head for Syngenta, a merger of the agro division of Novartis and Zeneca. As a veteran in this field, can you share the highlights and developments that has changed the way business is done in your industry? What has really changed is the awareness and understanding that one of the biggest dilemmas facing the world today: how to feed a growing population while safeguarding the only planet we have. Farmers today are focused on increasing the productivity of their crop while effectively managing limited available resources, all while managing farming risk. They also face new opportunities and challenges. The opportunities include better…
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How I Got Started Teaching Marketing  by Josiah Go

How I Got Started Teaching Marketing by Josiah Go

Articles
The year was 1990. I was a rookie director of the Philippine Marketing Association and was in charge of the youth and academe sector.   This position connected me with many marketing professors, one of whom was Prof. Emmanuel Fernandez, then Chairman of the Management Department of the Ateneo de Manila University. He heard me give a short talk in marketing and invited me for coffee and chat in his office, where he asked me to teach marketing in his department. I was reluctant because I had no academic teaching background but was persuaded by him to try for a year. He saw in me what I did not know I had in me. The one year extended to over a decade and these were some of the most fulfilling years of my…
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Q&A with Gonzalo Co It on Avoiding Bitter Clashes in Family Businesses

Q&A with Gonzalo Co It on Avoiding Bitter Clashes in Family Businesses

Entrepreneurship, interviews, Q&A
Q1: You introduced two new product categories in the Philippines, Green Cross Rubbing Alcohol in 1952 and Zonrox Bleach in 1954. They are popular products now. What made you think there would be a big market for those products in the 1950s? Back the 1950s, I knew there would be a big market for alcohol because of my experience at Manila Commercial Company where I had begun working as a bodegero/kusinero and was promoted to salesman and then to treasurer. As treasurer, I wanted to increase our profitability. I saw stocks of Gray Cross rubbing alcohol languishing in our warehouse on Jabonera Street because our salesmen didn’t know how to market the product. I thought we could push it for everyday household use. So I personally introduced rubbing alcohol to…
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Marketing 3.0 by Josiah Go

Marketing 3.0 by Josiah Go

Articles, Service, Special Features
Chiqui and I co-authored “The WE Entrepreneurs” in 2010 and shared the ten building blocks to entrepreneurial authenticity. Reinforcing its status as the No. 1 book on entrepreneurship at National Bookstore, and in celebration of both Mansmith and Fielders Inc.’s 20th Anniversary as well as my 25th Anniversary as an entrepreneur then, we launched Day 8 Business Academy for SMEs in October 8, 2010. The name Day 8 came from a biblical inspiration of new beginnings while I was in the midst of my oral defense requirement for my M.A. Religious Studies in 2010 while the number 8 symbolizes prosperity for many businessmen. Based from the result of a four-question research, we crafted a four-point manifesto (acronym 4Fs representing Freedom, Face, Frugality, and Facilitation) where we wanted to unlock the…
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Q&A with Victoria Court CEO Archie King on the Innovation Process

Q&A with Victoria Court CEO Archie King on the Innovation Process

Innovation, interviews, Q&A
Q1: The unserved market of non-motel (or drive-in hotel) goers is much, much bigger than the motel goers. You have since expanded your target group to include the party market. What was the insight that led you to this new market segment? Party segment has evolved from guests’ requests. It started from guests asking for rooms they can use for parties. From there, we were encouraged to have more suites. Party Segment is a way to introduce our thematic suites. It has become more of a talking point to introduce our product to a new market. Its more of to make them see and try the rooms that we have. It so happens that we get a lot of shower parties and stag parties. So we develop more of these…
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6 Suggestions On Training Future Business Leaders by Josiah Go

6 Suggestions On Training Future Business Leaders by Josiah Go

Articles
One of the more frequently asked questions by parents who have children starting to help them run their businesses is how to train their children to succeed them. Sometimes, the question even starts with – how do we get our children to want to run the family business? While this issue on family succession has many facets including personal ones, allow me to offer six suggestions on training “children-of-owner” (or COO) from a business perspective. First, the goal or goals of training must be clear. Is it for the owner’s children to appreciate the dynamics of the business, is it for them to sit in the board, or is it for them to take over? Different goals will have different methodologies and content. Imagine a pole with two ends, the…
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Q&A with Uniqlo Philippines COO Katsumi Kubota on International Brand and Business Development

Q&A with Uniqlo Philippines COO Katsumi Kubota on International Brand and Business Development

interviews, Q&A, Retailing
Q1: Can you describe what the Uniqlo brand is all about? Other than being of Japanese origin, how different or similar is it with say Giordano or Gap in terms of fashion or customer base? We consider UNIQLO as LifeWear, which means UNIQLO is complete when it is worn and become a part of our customers’ Life. We are not trying to differentiate from other brand, rather, we keep focusing on customers’ Life, how they appreciate clothes every day. Q2: Uniqlo is an international company, how do you maintain the standard of customer service and communicate the brand consistently worldwide, including the Philippines? We try to offer kind and courteous service in any part of the world. Key is how to share the meaning and joy of doing so with…
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Advocacy and Brand Association by Josiah Go

Advocacy and Brand Association by Josiah Go

Articles
A step to creating customer bonding strategy is to ensure your target market knows you (brand awareness) and recognizes you for the right reason (brand association).  Without awareness, trial and repeat purchase which are the two types of sales, won't happen. The Philippines was hit by Yolanda, the world's biggest typhoon to date, on November 8, 2013. No less than 6,000 people have died with many still unaccounted for or still can't be identified. Billionaire taipans like Henry Sy (SM group) and Lucio Tan (Asia Brewery Group) committed P100 million each to help victims.  Different groups and individuals raised funds, distributed relief goods and provided medical care.  Definitely, their help will make a difference in how people perceive them and their companies. The Buddhist group Tzu Chi, banking on their experience in other countries,…
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