(Reprinted with permission from Inquirer. The article originally appeared in Dr. Ned Roberto’s column Marketing Rx on Nov. 20, 2015) Last Friday’s column (November 13, 2015) ended with my promise that I will invite a teacher but who was first a successful entrepreneur so we can learn from his experience. I invited and he has graciously accepted. So here’s my […]
Search Results for: Business Model
Many products have a low market penetration rate, typically in single-digit or in low double digits. With this comes the question on whether marketers are focusing their activities on the minority of the market or whether they have the right marketing mix and business model in the first place to attract a much wider audience. There is a big difference […]
Edgar Sia II, better known as Injap, started Mang Inasal in Iloilo City in 2003. For his successful expansion and pioneering concept of the Filipino barbeque fast-food chain, he was awarded, among many others, the Mansmith Young Market Masters Award (YMMA) in 2009. In 2010, Jollibee acquired 70% of the company for P3 billion. Injap then focused on another start-up, […]
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 […]
Q1: There are so many banks in the Philippines, yet, since 2012, East West Bank has opened around 300 additional branches in 3 years, what is your vision for East West Bank? A. Our expansion was a necessary competitive response. We needed to expand quite massively because our competitors have much more branches. Otherwise, we will get clobbered. This is […]
Q1: Question to PRA President & Duty Free COO Lorenzo Formoso: What regulatory changes are affecting retailing in the Philippines? “The Retail Trade Liberalization Act has been the most pertinent government regulation affecting the Philippine retail industry especially now that there are a lot of foreign brands coming in to the country. This Act protects Filipino retailers and at the […]
Q1: Before becoming an entrepreneur, you were the Marketing Director of Unilever Philippines and President/CEO of Unilever-Bestfoods, tell us what your most memorable launches are, both successes and failures, in your corporate life and why? A1: As Marketing Director of Unilever Philippines, I must say it was the launch of Surf detergent bar which was then followed by the launch […]
Value chain allows companies to define the sequence of activities as well as key players in their industry. It also helps firms understand potential players that can prevent consumers from buying their products. Entrepreneurs and marketers must be able to read the intent of these four groups – channel, competitors, substitutes and imitators. Channel: Think of the bargaining power of […]
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 […]