Q&A with Bestselling Author Hermawan Kartajaya on the Rise of the Asian Marketers

Q&A with Bestselling Author Hermawan Kartajaya on the Rise of the Asian Marketers

Q&A with Bestselling Author Hermawan Kartajaya on the Rise of the Asian Marketers

interviews, Marketing Strategy, Q&A
Q1: You became the first Asian President of the World Marketing Association a few years ago and you have made Asia proud. How has the role of marketing in the Asian region then and now evolved at an international level? In the last decade, we can see that the role of marketing is evolving so rapidly in the Asia. In the past, the big companies in Asia only focused in making low price product to penetrate global market even we only can relied on commodities goods. But many Asian marketing professionals and businessmen has aware of this condition. So they shifted their perspective from resource based to market based. Therefore, many companies that tried to improve their product quality and give more attention to marketing field. They aware that marketing…
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Q&A with Bounty Fresh CEO Tennyson Chen on Innopreneurship and Overcoming Adversities as CEO

Q&A with Bounty Fresh CEO Tennyson Chen on Innopreneurship and Overcoming Adversities as CEO

Entrepreneurship, interviews, Q&A
Q1: Congratulations on winning Ernst & Young Entrepreneur of the Year in 2012. Previously, the import duty of chicken products was 30% and it went down even further to only 5% in 2007.  This was a major concern of your industry since Thailand has relative cost advantage  Tell us about how you arrived at the Chooks-to-Go retail store decision? What other options did you consider? Why Chooks-to-Go? First, when competition disturbs our company’s direction, it challenges us to search for other opportunities to strengthen our position in the industry. The imminent challenge of cheaper chicken supply from competing imports with the implementation of the ASEAN Free Trade Area (AFTA) Agreement gave birth to Chooks-to-Go. Second, Bounty Fresh is a broiler integrator; Chooks-to-Go completed the entire integration cycle of our poultry…
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Q&A with AHEAD Learning Systems Founder Rossana Llenado on Market-Driving Strategy

Q&A with AHEAD Learning Systems Founder Rossana Llenado on Market-Driving Strategy

interviews, Market Driving Strategy, Q&A
Q1: When you founded Ahead Tutorial, what made you decide to focus on students doing well than students having flunking grades? At the time I started AHEAD, there was a negative perception attached to tutorials, which were mostly done at the students’ or tutors’ homes. Most people saw tutoring as a last resort for students who were failing or in danger of failing in school. That’s why a lot of kids would be ashamed to admit they had a tutor. From the very start, I wanted to make a difference. I wanted students to enjoy learning and to be happy to study with their tutors. I wanted to make tutorials something they’d look forward to and not dread. I was also inspired by my first students who were actually doing…
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Q&A with Potato Corner’s President Jose Magsaysay Jr on Growth & Expansion

Q&A with Potato Corner’s President Jose Magsaysay Jr on Growth & Expansion

interviews, Q&A
Q1: Fast food giants like McDonald's and Jollibee have french fries as part of their popular value meal, what made you and your partners decide to launch a solo product, french fries, via your Potato Corner kiosks? In 1992, we did not know any better. We just thought it was a good idea because flavored popcorn was doing well and putting flavor in French fries looked good. We didn't know it was going to be success. We just needed extra income as we were just starting our families back then. Q2: What were the early indicators that your new venture was going to succeed? One month payback on our initial investment. We had many inquiries to franchise it. Q3: When you are successful, you are bound to attract competition, but…
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Q&A with Universal Robina Corporation’s VP-Marketing Edwin Totanes on Launching and Defending New Products (Part 2)

Q&A with Universal Robina Corporation’s VP-Marketing Edwin Totanes on Launching and Defending New Products (Part 2)

interviews, Market Driving Strategy, Q&A
This is continuation of our interview with Universal Robina Corporation’s Vice President-Marketing Edwin Totanes on Launching and Defending New Products. In this second part, Mr. Totanes generously shares about lessons he learned from failures. For Part 1 of his interview, click here Q7: One of your early marketing assignments was as brand manager of Procter and Gamble for Crest. While Crest is a leading brand in many countries, it was clobbered by Colgate in the Philippines and was phased-out eventually with single-digit market shares in the 1970's, tell us what happened then? What could have been done differently at that point? My story on Crest is a long one and can form 3 chapters of a book if ever I wrote one. Importantly, the failure of Crest in the Philippines…
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Q&A with RFM’s CEO Joey Concepcion on Growth Strategy

Q&A with RFM’s CEO Joey Concepcion on Growth Strategy

Business Strategy, interviews, Q&A
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 and Fluffy cotton candy that you see in the malls in Metro Manila.  We later rebranded the popcorn business into Kettle Korn when we introduced a different kind of kernel that pops into a round-shaped popcorn.  The business grew over the years with over 180 outlets nationwide and about 800 dealers that distribute our products in different channels.  We also supply major supermarkets, convenient stores and other food stores in…
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Q&A with Universal Robina Corporation’s VP-Marketing Edwin Totanes on Launching and Defending New Products (Part 1)

Q&A with Universal Robina Corporation’s VP-Marketing Edwin Totanes on Launching and Defending New Products (Part 1)

Defense Marketing, interviews, Q&A
“Research results should be “used directionally” and not necessarily to be “followed directly” Edwin Totanes Q1: Congratulations on your winning the prestigious Agora Awards for marketing management from the Philippine Marketing Association last 2013. What do you consider are your biggest marketing achievements so far and why? I have selected 3 examples from my previous employment at a) Kraft Foods, Inc.; b) Del Monte, and c) RFM / Swift Foods; then 2 major examples from my current employment at URC: a) C2 Green Tea and b) URC Coffee (Great Taste and Blend 45) The significance and in fact commonality of these achievements are essentially 2-fold: I work best when I am the underdog but tasked to develop a clear competitive advantage; and Working with a Filipino family corporation, such as RFM…
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Q&A with Wilson Lim, Founder of Abenson Group of Companies on Starting Up New Ventures

Q&A with Wilson Lim, Founder of Abenson Group of Companies on Starting Up New Ventures

Marketing Plan in the Philippine Setting
Q1: You have founded many successful companies like Abenson, Walter Mart, Electroworld and many distribution companies. Where and how do you get ideas for your businesses? Through the years, I have realized that the market evolves relentlessly. With the technological advancements, consumers are now better informed and more connected. The key to success is the ability to continuously identify and address the evolving needs of our consumers. All of our business ideas seek to serve our consumers better, and win them to become customers for life. Abenson started out as an appliance store and through the years, we have seen the evolution of the digital age, hence the establishment of Avant and Electroworld to address the consumers’ growing need for the newest gadgets at great value. I have also come…
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Q&A with Roberto Claudio, Chairman of Toby’s Group of Companies on Sports Retailing

Q&A with Roberto Claudio, Chairman of Toby’s Group of Companies on Sports Retailing

Entrepreneurship, Marketing Plan in the Philippine Setting, Retailing
Q1: Toby's is the leader in sports retailing.  What makes Toby's successful all throughout these years? We see to it that we are always ahead of our time, looking for new ideas, retail concepts, and new application technologies that would make us more efficient and productive. We also do our research by seeking out the best sports brands and products that would give our customers what they need for sports and recreation. As CEO, I also insist on a growth plan. I believe in dreaming big. In the beginning, I fought for opening one store a year. We did that on our first 10 years, then after that, we opened two stores each year for the next 10 years. Currently, we are at the rate of opening three stores a…
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