Marketing marketing. That’s right! There is no typo error in the title. I would like to discuss how marketing (the degree) should be marketed (the strategy) in many universities in the Philippines. If schools were to produce competent and capable graduates in marketing, they must consider what is truly relevant for industry (the demand side) versus what they are offering […]
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Schools can benefit from changing their perspective with regards to how they operate. The following cases will show that even schools have something to learn. The Zero Moment-of-Truth Over a decade ago, I volunteered to help my eldest son look for a computer school and was told by one popular school that while they offered computer courses and was definitely […]
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 […]
Q1: You have been president or managing director of San Miguel Brewery, Kraft, URC and many other companies, then you shifted to the government as president of Philippine International Trading Corporation (PITC) – Pharma. I understand you were able to turnaround PITC, (“a consistently profit-challenged” government company) within your 14-month stay. What issues plagued PITC and how did you […]
Q1: One of your competitors was first to launch a sugarfree bread variant in 2012, which captured a significant 15% market share in the wheat & health bread category. How did Gardenia protect itself from this competitive attack? A: Gardenia responded by studying further the consumers to understand their behavior and to know what they truly desire. We found out […]
Q1: When you were still with P&G Philippines and Singapore, you helped Pampers defend against EQ diapers, regaining leadership in 2003. You also found yourself doing the same for Whisper when you turned it around to win against Modess. What were your strategies then? When does a brand decide to defend or not to defend? A brand’s decision to defend […]
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 […]
Q1: McDonald’s started the fastfood trend worldwide with the insight “people don’t dine, they eat and run.” They created many firsts which are now standard in fast food. What are firsts that McDonald’s has launched in the Philippines? Innovation and relevance are important for McDonald’s to stay on top of a fast-paced industry. Here in the Philippines, McDonald’s introduced the […]
Q1: I met you close to 25 years ago when you were country manager of Pioneer Hybrid Corn in the Philippines. Now you are Asia Pacific Corn Marketing Head for Syngenta, a merger of the agro division of Novartis and Zeneca. As a veteran in this field, can you share the highlights and developments that has changed the way business […]
The year was 1990. I was a rookie director of the Philippine Marketing Association and was in charge of the youth and academe sector. This position connected me with many marketing professors, one of whom was Prof. Emmanuel Fernandez, then Chairman of the Management Department of the Ateneo de Manila University. He heard me give a short talk in marketing and invited […]