Last July 2012, I was blessed to be invited to speak at both the Asiannovation Conference of the Philippine Marketing Association (PMA), and the Franchise Asia Convention of the Philippine Franchise Association (PFA). I talked about marketing innovation in PMA while I talked about premium branding in PFA. In both talks, though I presented several marketing case studies, there was […]
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Q1: The unserved market of non-motel (or drive-in hotel) goers is much, much bigger than the motel goers. You have since expanded your target group to include the party market. What was the insight that led you to this new market segment? Party segment has evolved from guests’ requests. It started from guests asking for rooms they can use for […]
Q1: Decades ago, Goldilocks had popular cake competitors like Rolling Pin, Merced and Joni’s – all of which are no longer active in the market. Giant Jollibee Food Group acquired Red Ribbon in 2005. What has Goldilocks been doing right all these years for it to hold on to market leadership in the cake industry? I believe that the main […]
Edie Acedera is the founder and managing director of Brandev Insights and Consulting, and co-author of Mommy Republic: Understanding the Filipino Millennial Moms. Prior to Brandev, Edie was the global consumer and market insight director at Unilever, based in Singapore. In this interview, she shares her insights into the evolving behaviors of Filipino consumers, and how marketers can effectively navigate cultural […]
It’s tempting in business to chase the next campaign, launch a discount, or offer a flash promotion. But often, these are solving symptoms, not solutions, like painting over a crack while ignoring the foundation. In a low-trust economy like the Philippines, this approach is risky. Customers are skeptical. Partners are cautious. And trust, once broken, can take years to rebuild. […]
As a new year is about to begin, many companies are reviewing what worked, what didn’t, and what needs to change. It’s a time for reflection, and for most leaders, that includes confronting failure. But not all failures are bad. Some signal that your organization is learning fast. That was one of my key takeaways from Harvard Business School professor […]
I never really planned to be a teacher. I was an accidental one. The late Prof. Manny Fernandez, one of the great minds of Philippine marketing, saw me giving a talk (I can’t even remember where), and he told me I should consider teaching. That moment quietly changed the course of my life. Teaching became a calling I didn’t see […]
We’re often seduced by data. Charts, dashboards, surveys, and analytics seem like the ultimate way to understand customers. But data alone won’t give you the full picture. It lacks context, can be incomplete or biased, and doesn’t explain the why behind behaviors. Human judgment and interpretation are essential to turn raw data into meaningful insights and decisions. To truly grasp […]
In many middle-class Filipino homes, a framed diploma hangs proudly in the living room. It’s more than decoration, it’s a symbol of sacrifice, of years of silent struggles, anchored on a single belief: that education is the path to a better life. For many Filipino parents, sending a child to a quality school is not just a goal, it’s a life […]
Lester Estrada has been with P&G for 20 years and carries with him an extensive assignment history across Philippines, Japan, China and the rest of South East Asia (Regional roles). Currently, he is based in China as the Oral Care Vice President and Business Unit Leader. In this role, he is in charge of Oral-B and Crest – two well […]