Business Model Map of a Low-Cost Carrier (Decoded by Josiah Go) Let’s begin by examining a scenario where superb marketing is coupled with an insufficient business model during the entry of budget airlines into the industry Case 1: Philippine Airlines (PAL) smartly offered different classes – first, business, and economy – to suit various travelers’ needs. PAL also emphasized their sterling […]
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During our recent visit to the Jagalchi Fish Market in Busan, South Korea, my partners and I from Mansmith and Fielders Inc. encountered a remarkable stall, manned by a vibrant and friendly 30-year-old man (let’s call him Mr. H). Let me share the story of how he showcased exceptional selling skills that set him apart from other stall owners. As […]
Barton “Bart” Canon is the SVP for Commercial Operations of Fly Ace Corporation, marketer of Jolly canned vegetables, canned fruits, Doña Elena Mediterranean products (olive oil, olives & capers, pasta & pesto sauces, canned tomatoes, anchovy, bottles sardines & canned tuna) , Good Life oriental products (sotanghon, egg noodle, bihon, bread crumbs, sesame oil, oyster sauce) and other food products, […]
Here is a hyper-growth rock star we can all emulate — Martha Sazon. When she took over GCash in June 2020, at the height of the pandemic, it had over 20 million users. Under her leadership, GCash attracted over 86 million users as of the middle of 2023, experiencing a remarkable 400% growth in three years. With so much success, […]
Kim Frances Lato, the founder of Kimstore.com, started her business with just P20,000 on the Multiply social media platform. Today, she has more than 250 employees and processes over 1 million online transactions per year with an omnichannel availability. Kim was awarded the Mansmith Young Market Masters Awards (YMMA) in 2021. In this interview, she shares her insights on opportunity-seeking and […]
Advocacy-based Mansmith and Fielders Inc. named the 13 winners for the 18th Mansmith Young Market Masters Awards (YMMA) 2023. The Mansmith YMMA is the most sought-after recognition for young marketers and entrepreneurs, 35 years old and below, and the only marketing award in the country with no entry fees. These awardees are being recognized for their outstanding and innovative accomplishments in […]
Market-driven strategy – or the strategy that seeks to understand and satisfy the needs and wants of the existing market focusing on customer loyalty and repeat purchase, has been the most common approach to business decision-making and choice of marketing activities. In recent years, this way of thinking had been challenged for its limitations – now requiring marketers to keep […]
Understanding the Differences: Market-driven strategy and market-driving strategy are two distinct approaches to marketing as a strategic function. Although the term “market-driving strategy” might raise some eyebrows, it is essential to recognize the disparities between these two methodologies. Market-driven strategy, the more conventional approach employed by 99% of firms, emphasizes understanding and responding to identified customer needs within existing or […]
Last 2015, we conducted a survey on the ‘hirability’ of fresh graduates with the marketing heads of some of the biggest companies in the Philippines. We thank Albet Buddahim, vice president and chief marketing officer of the Primer Group of Companies, and Ampy Rio, chief marketing officer of Nutriasia, for answering our updated edition. Q1: When hiring fresh graduates for brand marketing work, what […]
Carlo Endaya is the Vice President and General Manager for the Domestic Tuna Business of Century Pacific, more popularly known for their Century Tuna products. He won the Mansmith Young Market Masters Awards (YMMA) in 2009. In this interview, he shares his passion for marketing and sustainability. Q1: What is the most pressing sustainability challenge facing the Tuna industry today, […]