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 […]
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Bestselling sales author Emilio Macasaet III interviewed Chiqui Escareal-Go and myself during our book launch of ‘Principles and Practices in Marketing in the Philippine Setting’ in National Book Store Glorietta 1. Below is the transcript of the Q&A last Nov. 24, 2017. Q1 : In your experience, what have been some of the biggest misconceptions about marketing? Josiah: First, the […]
Malayan Insurance is the leading non-life insurer in the Philippines. They recently launched innovative products such as Cyber Insurance, auto.malayan.com portal, and its Fine Arts Insurance cover. Yvonne Yuchengco shares her insight about the market growth of non-life insurance. Q1. The Market penetration of non-life insurance in the Philippines is less than 20%. Why do you think Filipinos are still […]
In a soon-to-be launched book I authored entitled ‘The Rainmakers’, I interviewed 25 Top Filipino CEOs such as Lance Gokongwei of Cebu Pacific Air, Victor Paterno of 7-Eleven, Injap Sia of Double Dragon and Joey Concepcion of RFM, among others, who shared their views on how their strategies addressed the opportunities or challenges of their industries at a particular time […]
The Aldub phenomenon has attracted many new viewers to the 36-year old noontime TV show Eat Bulaga since July 2015. Kantar Media Philippines shared that viewers nearly doubled from 2.5 million households last July to at least 4.8 million last September 26, 2015, excluding out-of-home and out-of-country viewing. Aldub is short for Alden Richards and Maine Mendoza, the latter better […]
Every year, I would give a talk about Market-Driving Strategies to outstanding graduating student leaders attending the MarkProf’s annual Marketing Leadership Bootcamp. For application, participants were asked to decode the market creation strategies of a product of their choice, using the Market-Driving Strategies framework, concept, tools and templates introduced by Mansmith and Fielders. Despite being young with practicum as their […]
There is a saying that “If you give a man a hammer, he will see everything as nails.” Similarly, when a person learns about the marketing mix (product, price, place and promotions) as a way to attain marketplace advantage, he may apply it without questioning the bigger picture for validity. Below are two truths espoused by over 99 percent of […]
Q1: You recently returned from working in Beijing. Can you tell us about the Online TV phenomenon in China? A1: China is the largest smart phone market and with the biggest number of internet users in the world. With such scale and having around 40% of its population under 30, this generation has all but abandoned TV with more than […]
One of the questions often asked in my marketing seminars is about defending against attacks from competition and even substitutes. When brands become successful, they are bound to attract the attention of others who may want to share a piece of the pie. My advice to clients is to understand the pattern of competitive attacks and to never underestimate competition. Be sensitive to the obvious signs of a potential attacker – new […]
Schools can benefit from changing their perspective with regards to how they operate. The following cases will show that even schools have something to learn. The Zero Moment-of-Truth Over a decade ago, I volunteered to help my eldest son look for a computer school and was told by one popular school that while they offered computer courses and was definitely […]