Q1: You have won a few awards as a software businessman, what’s your latest software project? A: I joined the Tech industry when I started a typical IT company in 2005, but when I met Tito Tony Meloto of Gawad Kalinga, my business outlook took a turn for the better. Tito Tony inspired me to aim for bigger things that […]
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Q1: East West Seeds is the dominant market leader in vegetable seeds in the Philippines controlling majority of the market. How was this made possible in your industry? A: This was made possible by a strong research and development, being close to the market (localized breeding and variety development), understanding the needs of our customers (farmers), excellent technology transfer services and […]
Q1: You were in consumer advertising before marketing political campaigns. How do you influence decision making of specific voters? Do you use the same framework as marketing products or services? A: The same principles are involved: a good narrative, authenticity, and a compelling reason to buy or vote, in the case of politicians. Q2: Say some politicians have approached you. What do you […]
Q1: You were a La Salle brother for 5 years but decided to be a marketer of P&G, Citibank, Pepsi and Sara Lee, what attracted you to marketing that made you give up a vocation? I did not leave the La Salle Brothers to pursue a marketing career; the latter was coincidental. In 1977, after four years of formation in […]
Q1: Your competitors have attacked your makeup and skincare categories. How are these products doing now and what did you do then to defend your turf? A: Being the world’s number one beauty company gives us two huge competitive advantages in “defending our turf.” The first one involves product innovation. Given our huge investment in our Research & Innovation division […]
Q1: You have been president or managing director of San Miguel Brewery, Kraft, URC and many other companies, then you shifted to the government as president of Philippine International Trading Corporation (PITC) – Pharma. I understand you were able to turnaround PITC, (“a consistently profit-challenged” government company) within your 14-month stay. What issues plagued PITC and how did you […]
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 […]
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 […]
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 […]
Q1: What is the most often overlooked aspect of shopper marketing which should be very basic to all? Great shopper marketing starts with great shopper insight. Shopper marketing is marketing. Insight drives actions and solutions. Neuroscience proved that 99% of what we do are driven by subconscious behavior or what we usually call habit. People more or less buy the […]