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 […]
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Q1: Unlike your competitors, Serenitea brews freshly brewed tea using an Espresso machine. What was the insight for this move? A: We did this to ensure the quality of our product so as to deliver freshness in every cup. It also helps our business minimize spoilage. It’s a win-win move for both customers and the company. It also happened that […]
The 36-year-old TV show “Eat Bulaga” has reinvented itself recently with the “Kalye Serye” (street series) segment featuring the Aldub love team. Aldub is short for Alden Richards and Maine Mendoza, the latter better known on TV as Yaya Dub. According to Kantar, Eat Bulaga has so far attracted some 2.3 million new households (almost doubling from their 2.5 million […]
Q1: Pioneer is the market leader in hybrid corn in the Philippines. How has the industry been changing in the last decade? A: Pioneer continues to be at the forefront of innovation in both its product offerings and services. We’ve seen a tremendous amount of productivity improvement driven by an accelerated technology adoption over the last 5-7 years. Farmers shifted […]
Q1: Inglot is a make up brand from Poland. How did you encounter each other? A: My sister and I have been wanting to venture into possible brands to introduce to the Filipino consumers. We attempted venturing into food franchises but there were failed attempts due to circumstances. We were contacting 10 – 20 brands in different industries – food, […]
Q1: You ventured into manufacturing bread immediately after college in the 1980’s. After two decades, you launched the first two of a series of innovations, namely the Walter Sugar Free Bread in 2005 and the Double Fiber (wheat plus apple) Bread in 2006. What was the turning point for the sudden change of direction? The market was getting crowded with […]
Q1: Prior to Francorp, you have worked in Unilever for over a decade handling brands in 4 different countries. You have also studied in Manila, Singapore, Vancouver, and Oxford. How are you applying international lessons learned to Francorp? A: A major lesson I’ve learned working in Unilever and studying Innovation & Strategy in Oxford is that to truly grow global, […]
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: What is insighting and why is it important for a marketer or a businessperson to have insight? A1: Insighting” is basically the process of understanding what consumers need or want. It is getting to the heart of people’s thoughts, motivations and behaviors to inspire business opportunity. In that simple definition, one can immediately understand why “insighting” is important – […]
Q1: Congratulations! After 25 years of waiting, the Philippine congress was able to pass the Philippine Competition Act. Who should be afraid of this? A: The Philippine Competition Act punishes entities that exhibit anti-competitive behaviours, cartel-like actions and abuses in dominant position. If your business is playing fair, there is nothing to fear. What this bill will do is to […]