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

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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Q&A with Glenn Yu, President and CEO of Seaoil Petroleum on the Petroleum Industry

Q&A with Glenn Yu, President and CEO of Seaoil Petroleum on the Petroleum Industry

Marketing Plan in the Philippine Setting
Q1: What made you decide to enter the competitive retail market for petroleum? The deregulation of the oil industry along with the Asian Financial crisis in 1997, was the catalyst in our decision to enter the competitive retail market for petroleum. Q2: What advantages are you banking on that will make consumers switch to SEAOIL when competition is nearby? Oil is a highly commoditized business, where competition is fierce and where competitors are giant multinationals and where oftentimes, price is the only differentiator.   Despite this challenging environment, we have been recognized as a hall-of-fame franchisor and an industry innovator. Let's not just play by the rules.  Let's change the rules of the game. It has always been the main driver of our efforts to constantly innovate, recognizing that an innovation…
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Q&A with George Siy, President and CEO of Marie France Philippines on Marketing Strategy

Q&A with George Siy, President and CEO of Marie France Philippines on Marketing Strategy

Entrepreneurship, Marketing Plan in the Philippine Setting
Q1: What were the more successful tools or techniques you employed that drove customers to Marie France? Advertising is our mainstay and is a major driver for new trials. We closely monitor the statistics of responses versus the type of ads, here and internationally, and adjust to local trends, and often try to develop a trend. A successful ad slogan or approach or image drives new customers, and a string of successes builds the brand. So visual image and concise powerful slogans are a customer driver. Satisfaction with the service, and reminders of occasions to look good, keep old clients. We maintain an image that makes it possible for the client to be proud to say she goes to Marie France, which we develop continually as a status symbol. The…
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Q&A with Tricia Gosingtian, Founder and blogger of blog.triciagosingtian.com on Blogging

Q&A with Tricia Gosingtian, Founder and blogger of blog.triciagosingtian.com on Blogging

Digital and Social Marketing, Marketing Plan in the Philippine Setting
Q1: You have many followers and are branded as Manila's top fashion blogger. What inspired you to start blogging while you were still a student? Blogging came to me early on. In high school, I created a private blog that was only viewable by my closest friends so I could practice my love for graphic design and computers by creating layouts and coding html for them and myself at the same time. In early college, I practiced photography professionally and created an online portfolio on the Internet to share my photos, which eventually turned into a blog of some sort to show people behind-the-scenes snapshots of my photo shoots with models. The more serious part came around 2009, just when personal style blogs were gaining momentum and critical mass. I…
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Q&A with Jose Magsaysay Jr., President of Potato Corner on Niche Marketing

Q&A with Jose Magsaysay Jr., President of Potato Corner on Niche Marketing

Marketing Plan in the Philippine Setting
Q1: Fast food companies are already selling French fries bundled with their value meals. What made you decide that there is an opportunity to sell fries separately in kiosks? I think the idea or opportunity we saw was that there was a business selling snacks to people who are mobile and who need a companion food. That is why we, Potato Corner, are making sure our core product, flavored French fries, is sold in a manner that can be eaten while walking and standing. There was good business in flavored popcorn, which one of our stockholders was into before Potato Corner came into being, and few food cart businesses in malls. Q2: Please tell us the opportunity leading to your international expansion. Our new franchisees in the Philippines and our…
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Q&A with Richmond Lim, President of Time Depot on the Watch Industry

Q&A with Richmond Lim, President of Time Depot on the Watch Industry

Business Strategy, Marketing Plan in the Philippine Setting, Retailing
Q1: Your family was already in the watch business, distributing Casio, before you founded Time Depot in 2001. What was the insight behind the creation of a retail unit selling watches? Time Depot was an answer to multiple opportunities that presented themselves during that time.  Brands were proliferating and consumers valued new applications presented in different wrist wearable technology – MP3 players, trekking watches, running watches, GPS functions in wristwatches, dive computers and training/ coach function watches. Q2: In what area is Time Depot differentiated from competition? In what area do you wish to be known for and why? Watches beyond time. More than just telling time, consumers valued the functions and their applications. The existing retailers did not see the possible change as a trend that would last and…
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Q&A with Noel Manucom, President of HBC, Inc on Business Strategy

Q&A with Noel Manucom, President of HBC, Inc on Business Strategy

Marketing Plan in the Philippine Setting, Retailing
Q1: What tools do you use as a guide to help spot opportunities and formulate the right business and marketing strategies? For Product Planning: Industry Scanning/Emerging Trends for new product development BCG Matrix (Revenue/Value/ Volume), Gross Margin, Market Share to assess performance of existing products For Marketing Plans Industry Analysis (Key Success Factors, Competitive Landscape, Emerging Trends) Brand DNA SWOT Analysis Blue Ocean Matrix We also use a modified BCG matrix to evaluate store performance. Q2: HBC was heavy in convenience store products but has gradually reduced this to focus on beauty products using your own store brands. What made you decide to take on this direction? The marketing group got excited with increasing demand for HBC’s house brands vis-à-vis nationally distributed products. Further analysis boosted the confidence of the…
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Q&A with Simplicio Umali Jr., President and General Manager of Gardenia Bakeries Phil Inc. on Bread Industry

Q&A with Simplicio Umali Jr., President and General Manager of Gardenia Bakeries Phil Inc. on Bread Industry

Marketing Plan in the Philippine Setting, Marketing Strategy
Q1: You have been with Gardenia since its launch. What was your launch strategy and if you were to change something in the launch, what would that be and why? When Gardenia started in the Philippines in 1998, it marketed Cowhead milk and Gardenia loaves with its sales force selling more milk than bread. The company refocused its strategy in 1999 and concentrated on its core business of baking bread. Its marketing efforts initially centered on using a direct distribution strategy of delivering fresh bread to major supermarkets and convenience store chains supported by in-store promotions and publicity campaigns that were armed with the message of premium product quality with the superior taste profile that is “so good, you can even eat it on its own” (masarap, kahit walang palaman).…
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Q&A with Jerome Ong, President of CDO Foodsphere Inc. on New Market Space

Q&A with Jerome Ong, President of CDO Foodsphere Inc. on New Market Space

Market Driving Strategy, Marketing Plan in the Philippine Setting
Q1: CDO has become an aggressive force in the food industry. You have, in fact, launched the first canned corned tuna in the industry.  What was the idea behind the product? The idea came about by thinking of the personal thing disliked most about the main competitor’s flakes in oil product, which is “in oil”. Canned products should be filled with contents to be processed well and oil is normally used to fill it up. During a workshop sometime March 2009, the corned tuna idea came out instantaneously with our “think out of the box” battle cry. The idea was shared with the R&D head who responded that it was not possible. But as we agreed during the workshop “don’t kill the idea”, they proceeded with experiments and came out…
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Q&A with Yvonne Yuchengco, President and CEO of Malayan Insurance Company Inc. on Insurance Industry

Q&A with Yvonne Yuchengco, President and CEO of Malayan Insurance Company Inc. on Insurance Industry

Marketing Plan in the Philippine Setting
Q1: How does the Filipino perceive the role of insurance in their lives? How does Malayan deal with these perceptions? Majority of Filipinos are unaware of insurance, and those who are aware might know only about life insurance. It is only after disasters such as Ondoy (and other calamities) that many people began to realize that there are other forms of insurance that could have protected them from disasters. As of 2011, the penetration rate of non-life insurance industry is less than 15% vs. population, due to 1) unfamiliarity of the majority about how insurance protects them and their assets, and 2) insurance is viewed as an expense rather than a necessity or investment. Q2: How does Malayan develop products that address changing needs of the Filipino? Malayan Insurance develops…
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