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 […]
Search Results for: market driving
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 […]
There is a saying that “If you give a man a hammer, he will see everything as nails.” Similarly, when a person learns about the marketing mix (product, price, place and promotions) as a way to attain marketplace advantage, he may apply it without questioning the bigger picture for validity. Below are two truths espoused by over 99 percent of […]
Q1: You recently returned from working in Beijing. Can you tell us about the Online TV phenomenon in China? A1: China is the largest smart phone market and with the biggest number of internet users in the world. With such scale and having around 40% of its population under 30, this generation has all but abandoned TV with more than […]
One of the questions often asked in my marketing seminars is about defending against attacks from competition and even substitutes. When brands become successful, they are bound to attract the attention of others who may want to share a piece of the pie. My advice to clients is to understand the pattern of competitive attacks and to never underestimate competition. Be sensitive to the obvious signs of a potential attacker – new […]
Schools can benefit from changing their perspective with regards to how they operate. The following cases will show that even schools have something to learn. The Zero Moment-of-Truth Over a decade ago, I volunteered to help my eldest son look for a computer school and was told by one popular school that while they offered computer courses and was definitely […]
In 2004, Ding Salvador (then newly–retired ASEAN president of Johnson and Johnson’s) and I put up MarkProf Foundation Inc. to help develop future leaders of the Philippines. We saw some biases happening in the corporate world where hiring of important entry-level positions, including management trainees, was usually limited to three schools, namely: Ateneo, De La Salle, and University of the Philippines (not necessarily in […]
There is a saying that “If you give a man a hammer, he will see everything as nails”. Similarly, when a person learns about the marketing mix (product, price, place and promotions) as a way to attain marketplace advantage, he may apply it without questioning the bigger picture for validity. My journey in analyzing marketing as a lifelong student continues to allow me to […]
Q1: You became the first Asian President of the World Marketing Association a few years ago and you have made Asia proud. How has the role of marketing in the Asian region then and now evolved at an international level? In the last decade, we can see that the role of marketing is evolving so rapidly in the Asia. In […]
Imagine a huge business conference of over 1,000 delegates with 35 speakers where there are presenters, speeches, PowerPoints, audio-visuals, jargons, breakout sessions and lunches! That has been the norm for as long as we can remember. Mansmith and Fielders Inc. wanted to launch their new crusade, the Mansmith Innovation Awards within the 10th Mansmith Market Masters Conference last April 3, 2019 in SMX Aura […]