I started www.josiahgo.com on May 9, 2014 with an interview with marketing expert Edwin Totanes. The interview was quite long and it had to be split into two parts. It remains the all-time favorite of readers in 2014. My top 10 Q&A blog posts for 2014 according to the number of readers are: Q&A with Universal Robina Corporation’s VP-Marketing Edwin […]
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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 […]
(Thanks to Inquirer for publishing this article last Jan. 10, 2014. The co-author of this article, Chiqui Escareal-Go, is President & CEO of marketing training firm Mansmith and Fielders, Inc. An updated trends article will be published at the Inquirer again on Jan. 4, 2015) 2013 was quite a year—for lack of a deserving superlative to describe it—most especially for Filipinos. […]
At the height of typhoon Yolanda a year ago (2013), I was sick and immobilized at home but I felt I had to do something to help those affected by the storm. Having initiated fund raising campaigns in the past for Zamboanga Fund for Little Kids (original name was Yellow Boat of Hope Foundation) and the Godparents Program of Markprof Marketing Leadership Bootcamp […]
In my previous post, I wrote about the MarkProf Foundation Inc. which has been honing deserving graduating student leaders through a life-changing 7-weekend boot camp in Marketing Leadership. Just recently, MarkProf made official its roster of “Top 25 Marketing Management Trainees of the Philippines” through the graduation of its 11th batch last December 6, 2014. Kudos to the MarkProf scholars who successfully passed the rigorous training. On top of the mind-racing challenges, there was one exciting addition this year, a first in the MarkProf history – the Waters Video Challenge. Part of their overall grades would […]
Store retailing is a business that can easily be started. But with the rise of competition and many other risks in this industry, a store retailer must revisit and identify each business factor to have a competitive edge. There are two interconnected elements to have a profitable retail business. The first one is related to marketing while the second one […]
There are ‘marketing disasters’ that can be expected at year-end. One of these is what we call “ritualization”, a term that refers to practices that are wrong but are done anyway in the corporate world. Ritualization, as well as how to solve this, is part of the subject covered in the Marketing and Sales Implementation seminar / workshop Mansmith and […]
Q1: You introduced two new product categories in the Philippines, Green Cross Rubbing Alcohol in 1952 and Zonrox Bleach in 1954. They are popular products now. What made you think there would be a big market for those products in the 1950s? Back the 1950s, I knew there would be a big market for alcohol because of my experience at […]
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: Can you describe what the Uniqlo brand is all about? Other than being of Japanese origin, how different or similar is it with say Giordano or Gap in terms of fashion or customer base? We consider UNIQLO as LifeWear, which means UNIQLO is complete when it is worn and become a part of our customers’ Life. We are not […]