Don’t celebrate yet – hold that promotion to the next position! Review your expansion plan first. Know that many situations of high sales may not be sustainable. 1. Few Repeat Customers When sales are mostly from new customers with only a handful of repeat customers – you may have lost many customers, accounts, and distributors. Retention is the problem. 2. […]

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: Retailing appliances has many pain points where customers go through a process of information search, face-to-face inquiry, product demo, delivery and after sales. How is Abenson addressing customer irritants and annoyances? ​At ABENSON, our mission is to bring the ‘Good Life’ to every Filipino Home. In our 45 year history we have seen how differently our customers’ priorities have […]

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: 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. In your marketing career, what are your top 3 most memorable marketing campaigns which you have initiated? Can you elaborate? A) The Alaska Value Line – During the series of price increases in the mid-2000, our Alaska Evap/SCM line was under siege. It was losing market shares, declining in volume offtake and household penetration. This was our heritage brand! […]

Josiah Go features the movers and shakers of the business world and writes about marketing, strategy, innovation, execution and entrepreneurship

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