Ann Esteves is marketing director of Unilever. She is Mansmith Young Market Masters Awards (YMMA) winner in 2016. She shares tips on how marketers can make their brands more authentic, relevant and talkable with some examples. Q1: Consumers demand authenticity nowadays. How can a brand show it? A1: Authenticity is achieved when a brand becomes absolutely rooted in the realities […]
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I asked the senior marketing consultants of Mansmith and Fielders Inc. to share some key trends happening in their fields. I am providing a condensed list of their inputs below. Chiqui Escareal-Go, Anthropologist.Mansmith Chief Behavioral Strategist and Chair, Women’s Business Council Philippines. 1. Chief Customer Experience Officer – The constant and inevitable call for customer centricity as a source of competitive […]
I have always believed in the potentials of Filipino entrepreneurs in achieving greater things. Going back in 2010, I co-founded the social enterprise Day 8 Business Academy, with the purpose of helping Small and Medium Enterprises by providing them training and guidance as they build and grow their businesses. Last October 2018, Day 8 held an Entrepreneurship Conference with four […]
Francis Flores won the Mansmith Young Market Masters Award (YMMA) in 2010 for leading the turnaround of Greenwich Pizza and Pasta. He was promoted as the General Manager and President of Greenwich from 2011 to 2013, where he transformed it to the Philippines’ number 1 favorite pizza brand through innovative and award-winning campaigns. He served as the President of Dunkin […]
W Group of Companies owns W Hydrocolloids, Inc., one of the Philippines’ biggest exporter of dried seaweeds, which is used to make carrageenan, a major ingredient in dairy, meat and personal care products used for its gelling, thickening, texturing and stabilizing properties. Dr. Rosalind Wee, company co-founder and vice chair, and a Pearl Buck International Woman of the Year awardee […]
The Primer Group’s core businesses are in retail and distribution of 150 premium consumer and travel brands with store presence in 13 countries. It has diversified into industrial categories like air-conditioning and HVAC; textile printing and manufacturing; digital printing; building efficiency and energy management; security and fire safety solutions; and eco tours and hospitality management. By branching out into different […]
Red ocean Many brick-and-mortar supermarkets are in the red ocean — a market space where stores are constantly fighting against each other to win existing customers. As they aspire to be the preferred store, they usually resort to launching price and promo deals in predictable intervals. Unfortunately, the transactional norm of offering lower prices will not be sustainable, unless they […]
Bestselling sales author Emilio Macasaet III interviewed Chiqui Escareal-Go and myself during our book launch of ‘Principles and Practices in Marketing in the Philippine Setting’ in National Book Store Glorietta 1. Below is the transcript of the Q&A last Nov. 24, 2017. Q1 : In your experience, what have been some of the biggest misconceptions about marketing? Josiah: First, the […]
Malayan Insurance is the leading non-life insurer in the Philippines. They recently launched innovative products such as Cyber Insurance, auto.malayan.com portal, and its Fine Arts Insurance cover. Yvonne Yuchengco shares her insight about the market growth of non-life insurance. Q1. The Market penetration of non-life insurance in the Philippines is less than 20%. Why do you think Filipinos are still […]
In a soon-to-be launched book I authored entitled ‘The Rainmakers’, I interviewed 25 Top Filipino CEOs such as Lance Gokongwei of Cebu Pacific Air, Victor Paterno of 7-Eleven, Injap Sia of Double Dragon and Joey Concepcion of RFM, among others, who shared their views on how their strategies addressed the opportunities or challenges of their industries at a particular time […]