Q1: You were a La Salle brother for 5 years but decided to be a marketer of P&G, Citibank, Pepsi and Sara Lee, what attracted you to marketing that made you give up a vocation? I did not leave the La Salle Brothers to pursue a marketing career; the latter was coincidental. In 1977, after four years of formation in […]
Search Results for: Business Model
Why do some marketing strategies work with some companies but not with others? Besides having bad products, pricing and a host of related issues that affect awareness, trial and repeat purchase, the answer may have something to do with the company’s operating model. A colleague with over 20 years of experience in the food and beverage industry shared a frustration that […]
Last year, we put together a list of trends which was really borne out of personal reflections, based on past experiences on how things tended to progress or divert into other patterns of change. This year, besides our own observations, we have put together another such list, this time combining our own forecasts as well information shared by some Mansmith […]
(Thanks to Inquirer for publishing this article last Jan. 10, 2014. The co-author of this article, Chiqui Escareal-Go, is President & CEO of marketing training firm Mansmith and Fielders, Inc. An updated trends article will be published at the Inquirer again on Jan. 4, 2015) 2013 was quite a year—for lack of a deserving superlative to describe it—most especially for Filipinos. […]
Q1: Retailing appliances has many pain points where customers go through a process of information search, face-to-face inquiry, product demo, delivery and after sales. How is Abenson addressing customer irritants and annoyances? At ABENSON, our mission is to bring the ‘Good Life’ to every Filipino Home. In our 45 year history we have seen how differently our customers’ priorities have […]
In 2004, Ding Salvador (then newly–retired ASEAN president of Johnson and Johnson’s) and I put up MarkProf Foundation Inc. to help develop future leaders of the Philippines. We saw some biases happening in the corporate world where hiring of important entry-level positions, including management trainees, was usually limited to three schools, namely: Ateneo, De La Salle, and University of the Philippines (not necessarily in […]
Years ago, the franchise manager of a company was trying to convince me to invest in a barber shop franchise. I figured that a barber shop has a high repeat visit frequency so I was interested to know more. When I asked what was unique about the barbershop, I was told that it would be thematic, with the barbers dressed […]
Q1: Before your retirement, you were associated with having mastery of the ‘masa’ market with strong gut feel but based on consumer pulse. Jollibee, Lucky Me! are just some local brands you handled that grew so big. What traits do you think you have that made you a specialist for the ‘masa’? I am masa. I lived masa. It’s my […]
Q1: You have been with Mary Kay for 6 years. During this period, the company’s business size under you grew by 255% while total number of active sellers grew 335%. What did you do to get these remarkable results?” Women from all walks of life enjoy selling Mary Kay products because of the rewarding opportunity and flexibility offered by our […]
Q1: Your mother was such a big influence on you as a child. She was a furniture designer with laborers at the back of your house. She made you construct your own toys. How did you feel then as a child growing up in such an environment? Everything I do today is an extension of my creative childhood. I took […]