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

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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Q&A with Diosdado Salvador Jr., Entrepreneur and first ASEAN president of Johnson & Johnson on the Filipino Marketers

Q&A with Diosdado Salvador Jr., Entrepreneur and first ASEAN president of Johnson & Johnson on the Filipino Marketers

Entrepreneurship, Marketing Plan in the Philippine Setting
Q1: Congratulations!  You are one of the few Filipinos who have reached a regional president position in a major multinational company. Can you share with us the strengths of Filipinos as marketers? Creativity and the willingness to depart from the conventional way of doing things. I think this comes from a wellspring of making do with what is available. I believe the closest expression for this is "mahahanapan natin ng paraan yan."  I believe more than anything else, this drive to close out or seek solutions drives marketing innovation. The spectrum stretches from finding temporary solutions to long lasting and unforgettable platforms. Another is an emotional connectivity between brands and the consumers.  There are many cases where marketers are boxed in by the packaged formulas of brands. Think about the…
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Q&A with Darlyn Ty, Founder of Belle de Jour Power Planner on Brand DNA

Q&A with Darlyn Ty, Founder of Belle de Jour Power Planner on Brand DNA

Marketing Plan in the Philippine Setting
Q1: Can you share with us the brand DNA of Belle de Jour (BDJ) Power Planner? How does it differ from your Navi Planner? The target market of Belle de Jour Power Planner is the 20-35 year old female working professional. She balances multiple roles in her life. She has a strong desire to achieve and do things in style. The insight behind the product is essentially: “There are a million and one things I need to do, and I want to achieve so much. I need a tool that will help me reach my goals.” Belle de Jour Power Planner’s personality is gorgeous, fashionable, smart, resourceful, principled, and lives a balanced lifestyle. The power planner’s spirit is giving a sense of achievement and inspiration to do great things. This…
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Q&A with Jay Aldeguer, President of Islands Souvenirs Group on Branding

Q&A with Jay Aldeguer, President of Islands Souvenirs Group on Branding

Brand Marketing, Entrepreneurship, Marketing Plan in the Philippine Setting
Q1: You have expanded from a shirt brand to a tourism brand.  Please tell us what was the insight that led to this transformation? I first got the idea to go into the business of selling souvenir shirts from my travels – shirts were and continue to be the preferred souvenir as they're light and practical. But many of the souvenirs being sold even in top destinations at that time like Baguio and Boracay were substandard and impractical. I then saw the opportunity to introduce something new, something fresh and the aim was to professionalize the business since this sector was predominantly a cottage type industry. So in 1992, Islands Souvenirs opened its first outlet and since then has opened almost a hundred stores all over focusing on the top…
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Q&A with Mr. Tommanny Tan, President, FERN Inc. on Channel Innovation

Q&A with Mr. Tommanny Tan, President, FERN Inc. on Channel Innovation

Distribution, Entrepreneurship, Innovation, Marketing Plan in the Philippine Setting
Q1: Not many people know your history, but you actually took over FERN  Inc. as a turnaround operation. Please tell us about your early days. We Bring Prosperity to Every Home by Tapping the Entrepreneur in Every Filipino. This is the vision, which the pioneers of FERN Inc. had when they first started in 2003. We envisioned uplifting the lives of Filipinos away from poverty and into prosperity. Rather than rely on dole outs and charity, FERN encourages Filipinos to create wealth by becoming confident entrepreneurs and business builders. I was inspired by this vision; that is why I invested in FERN. Back then, FERN was just starting out as a networking and direct selling company that sold apparel. The problem was, there was no unique and innovative products or…
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Q&A with Manuel Wong, President and General Manager of Acer Philippines on Computer Industry

Q&A with Manuel Wong, President and General Manager of Acer Philippines on Computer Industry

Marketing Plan in the Philippine Setting
Q1: Acer is among the top 5 PC brands internationally. What made you the leading brand in the PC market in the Philippines? Acer Philippines thanks its business and industry partners for all the support in making the brand number one in the country today (based on IDC reports). Other success factors include: a strong dedicated team, good products at value for money price and well-accepted sales and marketing activities. Acer’s winning channel distribution model involves closely working with distributors and resellers (for both commercial and consumer markets) in providing markets with up-to-date Information Technology (IT) products, which includes: notebooks, netbooks, desktops, tablets, smartphones, projectors and monitors. Acer’s brand promise continues to be empowering customers through hardware, software and services through continued efforts at breaking the barriers between people and…
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Q&A with Edwin To, Chairman and CEO, Budget Wise (Zamboanga) on Wholesaling

Q&A with Edwin To, Chairman and CEO, Budget Wise (Zamboanga) on Wholesaling

Distribution, Marketing Plan in the Philippine Setting
Q1: What made you decide to open a wholesale operation in Zamboanga? We felt there was an untapped potential and there was a big opportunity for the BIG BOX model in Zamboanga. Our primary target market were the sari-sari store owners wherein we feel they can be better served than simply offering them credit terms and low prices. We moved beyond matching the prices of existing players in the market, since item prices were the key deciding factor. We provided our customers the comfort and convenience of shopping with us by having wider aisles, better assortment, ensuring stock availability and friendlier services. We were the first and only supermarket to implement no-tipping and free parking policy, since our target market are budget conscious business owners and customers, and we want…
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