Maria Aileen “Fiesta” Parinas is the Qualitative Research Director of The Nielsen Company Philippines. Qualitative market research employs keen observation in the process as it aims to understand consumer profile, which includes opinion, behavior and motivation. In this interview, Fiesta shares her expertise about insighting Q1: What are the best qualifications to look for an insight master? A1: Self-awareness. Open-mindedness. […]
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Gary Carandang is an entrepreneur and senior consultant of Corporate Achievers Institute (COACH). Prior to this, his corporate life includes being VP Commercial of Republic Cement, Key Account Director and Commercial Unit Director of Coca-Cola Femsa, National Sales Trade Director of Mead Johnson, VP Sales of Nestle where he was expatriated in Switzerland for a year and a half. Gary […]
Chito Medina Cue Jr. is the general manager of Puratos in the Philippines. Puratos operates in over 100 countries with over 70 subsidiaries worldwide. In this interview, he shares with us Puratos’ continuing research on “Taste Tomorrow”, the largest global research on bakery, patisserie and chocolate. Q1: Puratos has been doing the “Taste Tomorrow” research since 2011. What new trends […]
From left: Ian Santos, Atty Alvin Alburo, Ronnie Traballo, Josiah Go, Imelda Lim, Milona Barraca and Ramon Barredo. Sensei refers to a “master” or “teacher”. I was the insight moderator of the recently concluded Sensei Marketing Conference, organized by Sensei Business Academy. And here are some lessons shared during the said conference that focused on Maximizing Returns on a Shoestring […]
North Ridge Foods exports, distributes, and promotes Filipino fast-moving consumer goods (FMCG) in North America. Exclusively distributing for companies and brands that include San Miguel Purefoods, Nagaraya, Barrio Fiesta, Unilever, Lemon Square, NutriAsia, Boy Bawang, Saranggani Bay, WOW Mani, SABA Seafood, and Goldilocks, among many others, the company creates an international presence for Filipino brands while giving Filipino and Asian […]
Six awardees of Mansmith Young Market Masters Awards (YMMA) recently assembled for the 1st Mansmith Brand Summit. I chaired the conference and opened it with a fearless forecast – that marketers will hear more and more of the word TRUST, while the marketing rockstars shared real-life cases about the importance of branding. TRUST is the latest currency in the ways […]
There are lessons once again to process at the conclusion of the May 13, 2019 elections for senators and local officials. While there were interesting changes and surprises at the local level which saw the fall of some of the mightiest political dynasties, the national level was a different but maybe not so surprising story all together. None from Otso […]
I asked the senior marketing consultants of Mansmith and Fielders Inc. to share some key trends happening in their fields. I am providing a condensed list of their inputs below. Chiqui Escareal-Go, Anthropologist.Mansmith Chief Behavioral Strategist and Chair, Women’s Business Council Philippines. 1. Chief Customer Experience Officer – The constant and inevitable call for customer centricity as a source of competitive […]
Jia Salindong Du, a 2013 Mansmith Young Market Masters Awardee (YMMA), is currently the country manager of Turner, the owner of Cartoon Network, among many other brands. Jia shares her insights on marketing to children. Q1. What has been the trend of kids viewing TV versus online? Do you see a difference between boys and girls? A1: As a data-informed […]
Maimai Madrid-Punzalan is the Marketing Director for Johnson & Johnson Baby Care for Southeast Asia Cluster. Their biggest brand is Johnson’s Baby, which is the market leader in most SEA markets. She won the Mansmith Young Market Masters Awards (YMMA) in 2010. She shares with us the challenges of managing a heritage brand. Q1: A dominant brand is bound to […]