Kristelle Dizon is the head of Globe Business. Often referred to as KD, she oversees the strategic direction and operational management of Globe’s B2B services, driving growth through customer acquisition, innovation, and operational excellence. In this interview, she provides insights into the B2B landscape and offers our readers a deeper understanding of the industry’s dynamics. Q1: How has the push for […]
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A family-owned bakery struggled to compete with larger chains in their city. Instead of investing in costly advertisements, they decided to leverage the power of community and word-of-mouth. They started a “Pay It Forward” campaign, where customers could pre-purchase a loaf of bread or a pastry for someone in need. The bakery shared these acts of kindness on their social […]
A marketing plan is a written document that serves as a guide and outline of how a company intends to grow in the marketplace and win against the competition. The marketing plan is usually formulated annually, but results are reviewed monthly with major business reviews done quarterly on what worked versus what did not work. While there is no standard […]
According to a 2022 study by We Are Social and Kepios, there are more than 76 million people (out of a population of 111M) In the Philippines who have access to the Internet. Pinoys spend more than 10 hours a day connected to it using various channels for communications, entertainment, learning, news, and commerce, amongst other things. Given such a […]
In this article, I will answer some key questions surrounding doctors using or intending to use the MLM compensation scheme to recruit other doctors as prescribers of critical illness medicines, such as those for cardiovascular diseases, hypertension, and diabetes. These are: Let me start with an introduction about the findings from ProPublica, a nonprofit newsroom that investigates abuses of power. […]
Unexpected disruptions can transform an anticipated trip into a logistical challenge. My recent experience with Philippine Airlines (PAL) and Morerooms highlighted several lessons in service marketing that I believe are worth sharing. My wife and I had a few days free in March 2024, so we decided to embark on a bonding trip from Manila to nearby Hong Kong and […]
Bea Ballesca-Martinez is the marketing manager of Century Tuna, the dominant tuna brand in the Philippines. She received the Mansmith Young Market Masters Awards in 2023. In this interview, she discusses the importance of brand messaging and communicating what the brand represents to its target audience. Q1. What do you want consumers to think and feel about your brand when […]
(Note: This talk was delivered at the 20th MarkProf annual Marketing Leadership Bootcamp, a transformative eight-Saturday free training program in marketing and business. Out of 1000 graduating collegiate student leaders nationwide who competed for a limited 25 slots, participants had the opportunity to engage with distinguished speakers, delve into topics not typically covered in academic settings, and benefit from personalized […]
In celebrating Chinese New Year, the careful choice and presentation of food go beyond just taste; it’s like an art that weaves together meanings of prosperity, happiness, and good fortune. Chinese traditions put a lot of importance on what certain foods symbolize, believing that eating them can bring positive things into your life. The auspicious meanings associated with these foods […]
Starting a business is like setting off on an exciting journey, but it’s not always a smooth ride. As you venture into the world of entrepreneurship, some key ideas can steer you towards long-term success. Let’s break down these marketing principles in a way that’s easy to understand for budding entrepreneurs. Principle no. 1. Awareness Before Revenues: The Power of […]