Last May 5-6, 2017, Rex Book Store organized a seminar allowing me to help a group of marketing professors from 5 schools improve their mastery on marketing strategy. In our session on assembling value proposition, I used Safeguard, the dominant brand of germicidal soap in the Philippines, as an example and asked users of Safeguard to comment about their usage […]
Defensive Marketing
In 1908, Ford launched the highly affordable Model T and dominated the automotive industry for the next decade, increasing market shares from 9% in 1908 to 61% in 1921. It was banking on the economies of scale business model, using the assembly line specialization that enabled fast production using only one color (black dried quickly as compared to other colors). […]