Christian Lim is Country COO of Microsoft Philippines. He is a recipient of the Mansmith Young Market Masters Awards for the year 2012 when he was connected with PLDT. He shares his insights about digital transformation, which he defined as driving people empowerment, operational efficiency, differentiated customer engagement and business model transformation through digital technology. Q1: Between the CMO and […]
Search Results for: marketing
The practice of brand management started with the classic memo by Harvard-trained Neil McElroy of Procter and Gamble (P&G) in 1931 while he was working on the advertising of the Camay brand. Eventually, he became the president of P&G and was also known to have served as a Secretary of Defense of U.S. President Dwight Eisenhower. Brand management was created […]
Leandro Leviste is the President and CEO of Solar Philippines, a company he founded in 2013 and is today’s largest solar company in Southeast Asia’s. He shares the business model and strategy of Solar Philippines Q1: On Target Market – What made you choose the commercial / industrial segment over the residential segment first? A: Commercial projects have economies of […]
Chiqui and I are grateful our newly launched book ‘Principles and Practices in Marketing in the Philippine Setting’ made it as a National Book Store bestseller at no. 4 (no. 1 among business books). For those unable to follow my social media, I am sharing photos of my one week book tour in Davao and Cebu last Jan. 8-12, 2018. […]
Red ocean Many brick-and-mortar supermarkets are in the red ocean — a market space where stores are constantly fighting against each other to win existing customers. As they aspire to be the preferred store, they usually resort to launching price and promo deals in predictable intervals. Unfortunately, the transactional norm of offering lower prices will not be sustainable, unless they […]
Mr. Lester Yu is Founder and CEO of Fruitas Holdings Inc, composed of 18 food and beverage brands in more than 800 locations with over 2,000 employees nationwide. His company won as National Finalist for Employment and Regional Finalist for Innovation category in the 2017 ASEAN Business Awards. In the same year, Yu also won as the Ernst and Young […]
MarkProf (www.markprof.org) is the only alumni facilitated, longest running, and free 8-day marketing training program for college students nationwide. Each year, close to 1,000 graduating student leaders with a minimum grade of 85 apply for 1 of only 25 slots. Classes start in October yearly, and are held weekly on Saturdays. MarkProfers are graded based on the quality of their […]
Reach, in the context of online marketing, allows content to be seen by different people. But reach, which is actually the number of followers or ‘unique visitors’ in a given period, is not necessarily influence. When brands tap influencers who are not actual users of the product, the credibility of the influencer and trust for the brand are affected because […]
Penshoppe was founded in 1986 and is now the flagship fashion brand of Golden ABC. It has expanded not just nationally but also internationally. Bernie Liu, Penshoppe CEO, a recent awardee of the 10th ASEAN Business Awards, shares his insights about Penshoppe’s strategy to be the most admired fashion brands company in Asia. Q1: Your vision for Penshoppe is to […]
Introduction: By now, my friends would know that education is an advocacy and a passion closest to my heart, the reason why I keep attending international conferences as well as sharing knowledge by writing articles for my blog, newspapers and books. These books were written for marketing practitioners and entrepreneurs, mostly based on our experiences and knowledge gathered for several […]