Q1: What has changed in how consumers select products or services and what does this mean to marketers? A: Consumers are now much more able to get information on a brand that is not necessarily what the brand owner wants to say about it. Consumers are much more able to share their experiences on a brand, good or bad, and […]
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Each year since 2014, we have been sharing consumer trends and predictions. This is our 3rd annual sharing and we have grown a list of 50 consumer trends. The list is too long for an article so we just chose a few entries for each of the themes where we classified these trends and predictions. Despite the number, we know […]
I had the pleasure of interviewing 4 groups of people in 2015. They are listed according to number of readers below. Q&A w/ YMMA winners Candice Alabanza, Lester Estrada, Cristina Lao & Alan Supnet on Hiring Fresh Graduates for Brand Marketing Work https://josiahgo.com/qa-on-hiring-fresh-graduates-for-brand-marketing-work/ Q&A with Direct Selling Association of the Philippines (DSAP) Officers on Understanding Pyramiding Scams https://josiahgo.com/qa-with-direct-selling-association-of-the-philippines-dsap-officers-on-understanding-pyramiding-scams/ Q&A with […]
Q1: What is your volunteer organization involvement and what are the business benefits of joining them? A: I have been involved in volunteer organizations for nearly 25 years. Not counting school-based clubs, the first organization I joined was Junior Chamber International (JCI) in 1991. Back then, I was a fresh graduate eager to “conquer the world,” so to speak. I […]
Waters Philippines is the market leader in home water purifiers in the Philippines and has started operating in Indonesia through a subsidiary, PT Noah Health in 2015. Founded by best selling marketing author Josiah Go, it is celebrating its 20th anniversary this year. Josephine Recto, Waters’ general manager, shares her thoughts about how the company has grown and why it […]
(Reprinted with permission from Inquirer. The article originally appeared in Dr. Ned Roberto’s column Marketing Rx on Nov. 20, 2015) Last Friday’s column (November 13, 2015) ended with my promise that I will invite a teacher but who was first a successful entrepreneur so we can learn from his experience. I invited and he has graciously accepted. So here’s my […]
Q1: How has the role of the CFO changed in the last few decades and how has it influenced and shaped corporate and business strategy? A: The traditional role of the CFO has been to keep track of a company’s performance and numbers and to report on the financial performance of the business. The CFO was often described as the “bookkeeper/ […]
Many products have a low market penetration rate, typically in single-digit or in low double digits. With this comes the question on whether marketers are focusing their activities on the minority of the market or whether they have the right marketing mix and business model in the first place to attract a much wider audience. There is a big difference […]
Edgar Sia II, better known as Injap, started Mang Inasal in Iloilo City in 2003. For his successful expansion and pioneering concept of the Filipino barbeque fast-food chain, he was awarded, among many others, the Mansmith Young Market Masters Award (YMMA) in 2009. In 2010, Jollibee acquired 70% of the company for P3 billion. Injap then focused on another start-up, […]
Q1: Unlike your competitors, Serenitea brews freshly brewed tea using an Espresso machine. What was the insight for this move? A: We did this to ensure the quality of our product so as to deliver freshness in every cup. It also helps our business minimize spoilage. It’s a win-win move for both customers and the company. It also happened that […]