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 […]
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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 […]
Q1: Joey Concepcion and you are the movers behind Go Negosyo. You also work together in RFM as his VP for Corplan. What are the secrets of working well together for over 20 years? These are not really secrets but I guess it is more of having shared vision and goals on what we want to achieve, both for RFM […]
A dream come true! When I was asked by the marketer of German-brand Hugo Boss if I would be open to be styled by them, I was intimidated at first because I have never been a fashion-conscious person. But my feelings turned to excitement when I learned that the stylist will be no other than my daughter, life+style+travel blogger Tricia […]
The Philippine Franchise Association (PFA) is the Philippines’ pioneer and largest franchise association. It’s officers list includes the who’s who of business with Samie Lim of BLIMS Furniture as chairman emeritus, Yvette Orbeta of Wendy’s as chairperson, Bing Limjoco of Francorp and Robert Trota of Max’s Group as vice chairmen and Franklin Go of Goldilocks as president . Its membership […]
A few years ago, I was one of the plenary speakers of the Philippine Center for Entrepreneurship’s Go Negosyo Youth Summit. Let me share the five highlights of my talk on “Grow from Failures” where I talked about many business failures from my early days, some of which I also wrote in my book “The WE Entrepreneur”. 1. I was 23 years […]