Q1: You have been with Mansmith for over 10 years, what was Mansmith like before and after you took over? A: Back when it was founded in 1990, Mansmith was inspired by a simple passion for learning – i.e., learning beyond textbooks, learning from experts, learning about what matters in business, among others. There was an opportunity for a training […]
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Mansmith and Fielders Inc. CEO Chiqui Escareal-Go and I have spotted some key consumer trends; one of the recurring themes has been wellness. In 2014, we wrote about aging consumer segment resorting to the 7S’s to be in control of their youthful health, these 7S’s are spring water, sugar-free, spa, sleep, skin, stem cell, and surgery. In early 2015, we […]
Background: In July 2015, after 36 years in Philippine showbiz, Eat Bulaga ‘reinvented’ their TV show with the Aldub segment. Based on data provided by Kantar Media Philippines, Eat Bulaga was able to more than double the number of household viewers. From a base of 2.5 million households last July 2015, it went up to 6.2 million on October 24, […]
Q1: Your foundation has been helping 30,000 children through some 17,000 regular donors. What fundraising strategies have proven effective for you? A: World Vision in the Philippines took the bold step of seeking donations from Filipinos inside malls. We were actually the first NGO here in the country to do this. Our staff asked mall-goers to “help a child go […]
Q1: Why is your company name Crescom Biomedics? A: My resignation from Unilever Philippines to start my own business was a big risk for me. I wanted the company name to be a reminder to me of how I took that leap of faith and started from scratch all over again to pursue a dream. Cresco means “to grow, to […]
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 […]
The Aldub phenomenon has attracted many new viewers to the 36-year old noontime TV show Eat Bulaga since July 2015. Kantar Media Philippines shared that viewers nearly doubled from 2.5 million households last July to at least 4.8 million last September 26, 2015, excluding out-of-home and out-of-country viewing. Aldub is short for Alden Richards and Maine Mendoza, the latter better […]
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: Pioneer is the market leader in hybrid corn in the Philippines. How has the industry been changing in the last decade? A: Pioneer continues to be at the forefront of innovation in both its product offerings and services. We’ve seen a tremendous amount of productivity improvement driven by an accelerated technology adoption over the last 5-7 years. Farmers shifted […]