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 […]
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Q1. In your marketing career, what are your top 3 most memorable marketing campaigns which you have initiated? Can you elaborate? A) The Alaska Value Line – During the series of price increases in the mid-2000, our Alaska Evap/SCM line was under siege. It was losing market shares, declining in volume offtake and household penetration. This was our heritage brand! […]
‘Manage change so that change will not manage us’
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. My journey in analyzing marketing as a lifelong student continues to allow me to […]
Q1: You have been importing medicines for decades. What made you decide to open a retail network via franchising all of a sudden? What was the inspiration? A1: In early 2000, physicians from PGH would recommend their patients to our office in Quezon Avenue, but since we are in the business of wholesale, unfortunately, we cannot sell retail to these […]
In 1908, Ford launched the highly affordable Model T and dominated the automotive industry for the next decade, increasing market shares from 9% in 1908 to 61% in 1921. It was banking on the economies of scale business model, using the assembly line specialization that enabled fast production using only one color (black dried quickly as compared to other colors). […]
Q1: Hyundai Philippines is a latecomer in the Philippine automotive industry and is now in the top three, this in spite of some out of stocks situations. Please share what were the strategies you successfully adopted to attain accelerated growth? First, we prepared by understanding the market. And I do not mean churning out very complicated insights about the market, […]
Q1: When you started Summit Media in 1995, your glossy, higher priced magazines became the new industry standard. What was your insight behind the new concept or what inspired you to tackle something different? Did you have a back up plan if it had not succeeded? In 1995, when we launched Preview, our first title, the magazine industry was dominated […]
Among the multilevel marketing (MLM) or network marketing compensation plans being used (and abused) nowadays is the binary plan. This kind of plan allows distributors to have only two direct or first-level distributors. Any additional distributors sponsored have a “spillover” effect, meaning, they are placed at levels below the sponsoring distributors’ first-level. Compensation is paid based on balancing volume on the right and left leg. […]
Q1: Your are part of the Rocket ecommerce group where your business model is about being a ‘Fast Second’ in concept but operate in emerging countries, how better or different do you tweak the original concept to suit the countries you operate? (Note to readers: “Fast Second” is a concept that discussed those who are not the originators but who […]