Q1: As someone who rose from the ranks, what are some of your most unforgettable experiences while starting out as a rookie? A: Fresh from college, I joined Gillette as a sales trainee where all new recruits were required to survive the grueling 6-month long boot camp training. Each month, at least one trainee would be sent home for not […]
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In my previous article (Why Businesses Fail), I explained that businesses fail when lacking in at least one of these four factors: Product-Market, People, Peso, and Prayers. This article will focus on some of the possible remedies A Product-Market deficiency arises when there is a lack of brand relevance. To be relevant is to have a clear target market that […]
There was a frantic call one morning. The man on the other side reminded me that we met in one of the marketing and innovation conferences he attended where I, together with some colleagues from Mansmith and Fielders, Inc. spoke. He then pleaded I should make time to meet him the same day – – his wife was about to […]
After sharing my top 10 Q&A for 2014, I would like to share my top 10 blog posts for 2014 according to number of readers. Interestingly, my two articles about pyramiding attracted the most interest. I will therefore write a bit more about network marketing as distinguish from pyramiding in 2015. In fact, the officers of the Direct Selling Association […]
I started www.josiahgo.com on May 9, 2014 with an interview with marketing expert Edwin Totanes. The interview was quite long and it had to be split into two parts. It remains the all-time favorite of readers in 2014. My top 10 Q&A blog posts for 2014 according to the number of readers are: Q&A with Universal Robina Corporation’s VP-Marketing Edwin […]
Q1: One of your competitors was first to launch a sugarfree bread variant in 2012, which captured a significant 15% market share in the wheat & health bread category. How did Gardenia protect itself from this competitive attack? A: Gardenia responded by studying further the consumers to understand their behavior and to know what they truly desire. We found out […]
(Thanks to Inquirer for publishing this article last Jan. 10, 2014. The co-author of this article, Chiqui Escareal-Go, is President & CEO of marketing training firm Mansmith and Fielders, Inc. An updated trends article will be published at the Inquirer again on Jan. 4, 2015) 2013 was quite a year—for lack of a deserving superlative to describe it—most especially for Filipinos. […]
At the height of typhoon Yolanda a year ago (2013), I was sick and immobilized at home but I felt I had to do something to help those affected by the storm. Having initiated fund raising campaigns in the past for Zamboanga Fund for Little Kids (original name was Yellow Boat of Hope Foundation) and the Godparents Program of Markprof Marketing Leadership Bootcamp […]
In my previous post, I wrote about the MarkProf Foundation Inc. which has been honing deserving graduating student leaders through a life-changing 7-weekend boot camp in Marketing Leadership. Just recently, MarkProf made official its roster of “Top 25 Marketing Management Trainees of the Philippines” through the graduation of its 11th batch last December 6, 2014. Kudos to the MarkProf scholars who successfully passed the rigorous training. On top of the mind-racing challenges, there was one exciting addition this year, a first in the MarkProf history – the Waters Video Challenge. Part of their overall grades would […]
Store retailing is a business that can easily be started. But with the rise of competition and many other risks in this industry, a store retailer must revisit and identify each business factor to have a competitive edge. There are two interconnected elements to have a profitable retail business. The first one is related to marketing while the second one […]