Q&A with Alaska VP-Marketing Blen Fernando on Competing to Win

Q&A with Alaska VP-Marketing Blen Fernando on Competing to Win

Competitive Marketing, interviews, Q&A
Q1. In your marketing career, what are your top 3 most memorable marketing campaigns which you have initiated? Can you elaborate? A) The Alaska Value Line - During the series of price increases in the mid-2000, our Alaska Evap/SCM line was under siege. It was losing market shares, declining in volume offtake and household penetration. This was our heritage brand! Moreover, researchers were declaring the Evaporated and Sweetened Condensed markers as sunset markets that would soon disappear. In short, the brand has lost its original relevance among consumers. The category had reached its pricing threshhold and no amount of advertising and promotions could turn around the declines in the category. Hence, I thought of launching a counterpart "Alaska Evaporada" and "Alaska Condensada", with the concept of using milk as a…
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Q&A with TGP The Generics Pharmacy Chairman & CEO Benjamin Liuson on Competing with Giants

Q&A with TGP The Generics Pharmacy Chairman & CEO Benjamin Liuson on Competing with Giants

Competitive Marketing, interviews, Market Driving Strategy, Q&A
Q1: You have been importing medicines for decades. What made you decide to open a retail network via franchising all of a sudden? What was the inspiration? A1:   In early 2000, physicians from PGH would recommend their patients to our office in Quezon Avenue, but since we are in the business of wholesale, unfortunately, we cannot sell retail to these patients. Hence we opened our very first drugstore - our very first  outlet right at the ground floor of our offices, selling only pure generic medicines. This was in 2001.  In 2006, our regular customers from as far as Bulacan, Laguna, Cavite and other areas gave feedback that traveling many hours just to buy medicines in Quezon Avenue required much time and effort and requested/ suggested "Why don't you open…
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Q&A with Hyundai Philippines President & CEO Fe Perez-Agudo on Being a Strong Market Challenger

Q&A with Hyundai Philippines President & CEO Fe Perez-Agudo on Being a Strong Market Challenger

Competitive Marketing, interviews, Q&A
Q1: Hyundai Philippines is a latecomer in the Philippine automotive industry and is now in the top three, this in spite of some out of stocks situations. Please share what were the strategies you successfully adopted to attain accelerated growth? First, we prepared by understanding the market.  And I do not mean churning out very complicated insights about the market, but by simply observing their behavior, the things that they value, and actually making meaningful connections.  We knew early on that the opportunities to grow the market were there; it was just a matter of who or which brand would be able to tap into those opportunities first.  That’s when we came to realize that the best way for Hyundai to start is by creating and sustaining demand in the…
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Q&A with Unitrade SVP-Marketing Eugene Go on Competing Against Multinationals

Q&A with Unitrade SVP-Marketing Eugene Go on Competing Against Multinationals

Competitive Marketing, interviews, Q&A
Q1: In the diaper business, you have overtaken P&G in terms of market share nationwide since 2012, how long did it take you to take the lead and what was the tipping point? Can you share the strategy (and phases if any) behind EQ? ECG: It was a long process of adjusting to the needs of the market and to competition. There were months that we are number one then there were months that P&G was number one. It was a see saw battle but it was only in 2012 that we firmly attained and protected leadership. P&G's investment spending was always a concern for us as well as it's strong brand equity. However, in the course of the economy struggling to stay afloat, value became the name of the…
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