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! […]
Search Results for: Small Businesses
In marketing and business, cultural understanding is key to forging authentic connections and is fundamental in making sense of diverse perspectives and contexts. Surprisingly, Chinese burial practices offer rich insights into the concepts of respect, symbolism, and community engagement—elements that resonate deeply in effective marketing strategies. My father passed away in 2013, and I was put in charge of the […]
Entrepreneurship is sometimes described as the process of turning ideas into successful businesses. It’s more than just starting a company; it’s about solving problems, creating value, and taking calculated risks. Entrepreneurs take their ideas, test them, and figure out ways to make them work in the real world. However, entrepreneurship is rarely a straight path. Entrepreneurs face numerous challenges and […]
Zap began as a loyalty program operating as a merchant coalition model, allowing consumers to redeem rewards across various merchants. However, in 2015, a significant shift was necessary as the initial target market definition proved ineffective. Originally targeting end users, Zap faced resistance from merchants who felt the coalition undermined brand loyalty, as consumers redeemed points elsewhere. Responding to merchant […]
Advocacy-based Mansmith and Fielders Inc. has named the 12 winners for the 19th Mansmith Young Market Masters Awards (YMMA) 2024, continuing its tradition of recognizing excellence in the marketing and business fields. As the most sought-after recognition for young marketers and entrepreneurs 35 years old and below, the Mansmith YMMA has become a prestigious platform that celebrates innovation, creativity, and brand leadership. It is […]
Gary de Ocampo currently represents Brand Finance, the world’s leading independent brand valuation consultancy, in the Philippines. He retired in April 2023 after serving as the President of Kantar Philippines and the Managing Director of its Insights Division for 15 years. In September 2024, he will begin his new role as President of Centre Medicale Internationale, the premier outpatient clinic […]
Fredy Ong, the current Chairman and CEO at Unilever Philippines, has held key positions such as Vice President of Customer Development in the Philippines and Country Head of Unilever in Cambodia and Laos. In this interview, he shares insights into his diverse career journey, skills, and strategies in leadership and customer development within the context of Unilever. Q1: Transitioning from […]
Navegar is a private equity fund management company established in 2012, dedicated to making investments in Philippine companies. Managing Partner, Honorio “Nori” Poblador IV, who previously worked at Credit Suisse, Morgan Stanley, and Rothschild, shares insights on their investment philosophy. Over the past 12 years, they’ve managed over US$300 million, investing across a diverse set of companies, including The Bistro […]
Companies often think offering massive discounts, like 50% off or more, is a smart way to attract customers. It might bring in a lot of sales initially, but let’s take a closer look. The people it draws in the most are bargain hunters – those who love a good deal but might not stick around to buy at regular prices. […]
In this exclusive interview, Joaquin Sy, former Secretary-General of the Federation of Filipino-Chinese Chamber of Commerce and Industry, and past President of Kaisa Para sa Kaunlaran, an organization dedicated to integrating Chinese culture into the wider Filipino community, delves into the intricacies of Chinoy consumers. Our discussion explores various facets of the Chinoy culture, values, and experiences, with the goal […]