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 […]
Jackeline Chua is the Co-Founder and Managing Director of Synergy 88, the first Microsoft certified game studio in the Philippines. She shares her insights in marketing of software games development and the launch of their new game, ‘Barangay 143: Street League’, the only Filipino company that made it out of 300 entries and nominated for Best Multiplayer Games in Korea’s […]
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 […]
It’s marketing plan season once again and it is good to remind marketers that contrary to popular belief, when consumers make a buying choice, they do not decide based on marketing mix alone (product, place, promo, price) but on many other factors i.e., cultural (culture, sub-culture, social class), social (reference groups, roles and status, family), personal (age and life cycle […]
Vicky Abad brings with her 27 years of marketing and research experience in the arena of creating innovative products and solutions as well as helping build great brands. She is now Chief Client Officer for the Insights group of Kantar Philippines where she leads collaboration across Kantar operating brands to bring the best of the group to clients. Q1: In […]
Kantar is one of the world’s leading data, insight and consultancy firms with 30,000 employees providing business strategies for clients in 100 countries. It is part of advertising giant WPP, and its services are employed by over half of the Fortune Top 500 companies. Gary de Ocampo is the CEO of the Insights group within Kantar Philippines. The group includes […]
Kantar is one of the world’s leading data, insight and consultancy firms with 30,000 employees providing inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies. Ria Vita Puangco is Kantar Added Value Philippines Managing Director. She started her communications career […]
Robby Go is the President and CEO of UBS Securities in the Philippines, a worldwide company headquartered in Switzerland. UBS has consistently been on the top rank of external surveys such as Institutional Investor (ranked 1st in research in 2016) and Asiamoney (ranked 3rd in research) for the equities product. UBS has also consistently been awarded by The Asset as […]
Joy Santos is currently the Head of Strategy for Leo Burnett Manila. She joined the agency in 2005 and transformed the Planning department into a key revenue stream by leading brand and communication initiatives for clients like McDonald’s and The Coca-Cola Company. Her strong strategic leadership propelled the agency to win major pieces of new business – Cebu Pacific, Fortune […]