Thanks to Inquirer columnist Henry Ong for inviting me to speak at last year’s Failing Forward Conference. I could not say no to Henry, thus, had to rush from the sales rally of Waters Philippines to Meralco Theater in Ortigas. Many people think I have always been excellent in what I have been doing, like I was a born leader, […]
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(Reprinted with permission from Inquirer. The article originally appeared in Dr. Ned Roberto’s column Marketing Rx on Nov. 20, 2015) Last Friday’s column (November 13, 2015) ended with my promise that I will invite a teacher but who was first a successful entrepreneur so we can learn from his experience. I invited and he has graciously accepted. So here’s my […]
Q1: There are many crowded industries like food and fashion. What made you enter the retail fashion industry in 2005 when you were fresh from school? A: One of the reasons why I entered the fashion industry is that apart from my own love for dressing up, I wanted to help women boost their confidence. I wanted to give them […]
Q1: How has the role of the CFO changed in the last few decades and how has it influenced and shaped corporate and business strategy? A: The traditional role of the CFO has been to keep track of a company’s performance and numbers and to report on the financial performance of the business. The CFO was often described as the “bookkeeper/ […]
Q1: You and your husband are owners of several businesses (hardware, office supplies). What made you decide to be franchisee of another, specifically Kumon in Tarlac? A: I started Kumon by chance. It was never really part of my plan to franchise a Kumon Center until the existing instructor/ franchisee of the center in Tarlac was going to relocate to […]
Q1: You were in consumer advertising before marketing political campaigns. How similar or different are the frameworks you use with marketing products or services to influence voters? A: The framework is essentially the same. The candidate is like a “product” that must be sold on the basis of the benefits it claims and overall reputation that it owns. The other […]
Many products have a low market penetration rate, typically in single-digit or in low double digits. With this comes the question on whether marketers are focusing their activities on the minority of the market or whether they have the right marketing mix and business model in the first place to attract a much wider audience. There is a big difference […]
Edgar Sia II, better known as Injap, started Mang Inasal in Iloilo City in 2003. For his successful expansion and pioneering concept of the Filipino barbeque fast-food chain, he was awarded, among many others, the Mansmith Young Market Masters Award (YMMA) in 2009. In 2010, Jollibee acquired 70% of the company for P3 billion. Injap then focused on another start-up, […]
Every year, I would give a talk about Market-Driving Strategies to outstanding graduating student leaders attending the MarkProf’s annual Marketing Leadership Bootcamp. For application, participants were asked to decode the market creation strategies of a product of their choice, using the Market-Driving Strategies framework, concept, tools and templates introduced by Mansmith and Fielders. Despite being young with practicum as their […]
Q1: What was the inspiration behind your beauty distribution company? A: Being an avid shopper myself, I have always had this interest with the retail industry whether which side of the fence I am in. The “accidental discovery” of K-Palette’s eyebrow liner came at a time when my husband and I were thinking of having our own business. I stumbled […]