PowerPoint is Dead!

PowerPoint is Dead!

Articles
Imagine a huge business conference of over 1,000 delegates with 35 speakers where there are presenters, speeches, PowerPoints, audio-visuals, jargons, breakout sessions and lunches! That has been the norm for as long as we can remember. Mansmith and Fielders Inc. wanted to launch their new crusade, the Mansmith Innovation Awards within the 10th Mansmith Market Masters Conference last April 3, 2019 in SMX Aura to show that innovation can be done to familiar events such as a marketing conference. After all, ‘Think Differently. See Things Differently. Do Things Differently’ is its tagline. And so it did! I am pleased to share with you how we were able to make innovation happen which attracted both existing customers, as well as new customers to their conference.  Stop Doing Challenging industry norms, Mansmith and Fielders Inc. eliminated the following…
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Q&A with Mynt CMO Chris Manguera on Behavior Modification

Q&A with Mynt CMO Chris Manguera on Behavior Modification

interviews, Q&A
Chris Manguera is the Chief Marketing Officer of Mynt. He won the Mansmith Young Market Masters Awards (YMMA) in 2018 and shares his insights about the mobile money and micro lending business. He will share more marketing tips during the 10th Market Masters Conference on April 3 at SMX Aura. Q1: Mobile money continues to soar as a lifestyle product. What's the market penetration here compared to other Asian countries? What accounts for the differences/similarities? What do you expect market penetration to be like in 5 years? A1: Philippines may have been growing in terms of mobile money user base the past 3 years, but it is still relatively low in terms of market penetration compared to other more advanced countries in mobile payments like China, India, South Korea, Indonesia,…
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Q&A with Double Dragon Properties Chairman Edgar ‘Injap’ Sia II on New Category Strategy

Q&A with Double Dragon Properties Chairman Edgar ‘Injap’ Sia II on New Category Strategy

interviews, Q&A
Edgar ‘Injap’ Sia II is Chairman and CEO of Double Dragon Properties Corporation. His company’s four pillars of growth are: provincial retail leasing (City Mall), hotels (Hotel 101, Jinjiang Inn), office leasing (Double Dragon Plaza / DD Meridian Park, Jollibee Tower) and industrial warehouse leasing (Central Hub) - - all projected to double their leasable space from some 600,000 square meters in 2018 to 1.2 million square meters by 2020. He was awarded the Mansmith Young Market Masters Awards (YMMA) in 2009 in recognition of his successfully founding the first barbecue fast food restaurant in the Philippines, Mang Inasal. He shares his insights about real estate, starting from leading the creation of a local hotel in Iloilo at age 19 to Double Dragon Properties. Q1: Your big love is real…
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Conversation with an Occasional Churchgoer by Josiah Go

Conversation with an Occasional Churchgoer by Josiah Go

Articles
I was finishing writing my book, “Principles and Practices in Marketing” when I encountered disturbing data about the unreligious. Hence, I decided to have a conversation with a 32-year old software programmer about his being unchurched. He refers to himself as an incidental churchgoer, going along with family before a reunion, or when he has to attend weddings. “I am an introvert and does not really like hanging around people often” said the software programmer. “But I pray every night before sleep”, assuring me he believes in God but does not think much about going to mass from his previous experience. I asked the software programmer what he did not like about attending mass, then I asked his wish list if any, as well as if there is anything he…
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How Supermarkets Can Survive the Online Future by Josiah Go

How Supermarkets Can Survive the Online Future by Josiah Go

Articles
Red ocean Many brick-and-mortar supermarkets are in the red ocean — a market space where stores are constantly fighting against each other to win existing customers. As they aspire to be the preferred store, they usually resort to launching price and promo deals in predictable intervals. Unfortunately, the transactional norm of offering lower prices will not be sustainable, unless they get bigger margins and manufacturer’s support funds similar to volume discounts of the larger supermarket chains. Store options are available for consumers: budget-conscious ones are smart enough to stick with two to three stores where they can get the best deal, and digital native millennials are looking for more than what traditional shops can offer. Online Options The entry of more and more online stores and delivery services, brought about…
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Q&A with Fruitas Group Founder Lester Yu on Opportunity-Seeking by Josiah Go

Q&A with Fruitas Group Founder Lester Yu on Opportunity-Seeking by Josiah Go

interviews, Q&A
Mr. Lester Yu is Founder and CEO of Fruitas Holdings Inc, composed of 18 food and beverage brands in more than 800 locations with over 2,000 employees nationwide. His company won as National Finalist for Employment and Regional Finalist for Innovation category in the 2017 ASEAN Business Awards. In the same year, Yu also won as the Ernst and Young Emerging Entrepreneur of the Year Philippines. He shares his insights about his thought process, as well as his plans for 2018 and beyond. Q1: Many of your early businesses (kitchenware, toys, prepaid cellphone load, jewelry) failed. What did you learn from these failures that you were able to apply to Fruitas Group? A: I had the usual problems of a start up company such as insufficient cash flow and low…
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Q&A with Mercy Abad on Empowering Marginalized Women

Q&A with Mercy Abad on Empowering Marginalized Women

interviews, Q&A
Mrs. Mercy Abad is president of Ahon sa Hirap, an NGO that has helped over 40,000 dispossessed in poor communities, applying the Grameen methodology started by Prof Yunus in Bangladesh. Prior to Ahon, she was president of TNS Philippines, the biggest market research firm in the Philippines. She shares how Ahon has sought the poor from the bottom of the pyramid and marketed the desire to dream again eventually to start a small business. Q1: Your foundation helps poor but enterprising women by lending them money and guiding them with business basics. What have you discovered about these women when it comes to money management? A: First I want to clarify that our organization, Ahon sa Hirap attends to all forms of poverty, so the money part is just one…
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Q&A with Tokyo Posh’s Denise Aquino on Starting a New Fashion Category

Q&A with Tokyo Posh’s Denise Aquino on Starting a New Fashion Category

interviews, Q&A
Q1: How did you get into the hair extensions business? A: It all started when I was granted a fashion design scholarship by the Japanese government in 2009 and I studied in Tokyo for 3 years. It is there where I got immersed into a culture wherein fashion is literally a head to toe expression. I saw how for Japanese ladies, hair styles are seen as fashion accessories, just like bags, shoes, or jewelry, that they change on almost a daily basis. I found myself being so curious as to how they could drastically change their hairstyles from short to long to curly to with bangs on a day to day basis, and I found out that their secret lay in hair extensions. I found this very interesting and I…
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The Eat Bulaga Plateau and How They Can Get Out of It

The Eat Bulaga Plateau and How They Can Get Out of It

Articles
Background: In July 2015, after 36 years in Philippine showbiz, Eat Bulaga 'reinvented' their TV show with the Aldub segment. Based on data provided by Kantar Media Philippines, Eat Bulaga was able to more than double the number of household viewers. From a base of 2.5 million households last July 2015, it went up to 6.2 million on October 24, 2015, with the additional 3.7 million households watching on Saturdays (the highest for the week). These are mostly new viewers from the unserved market, and this excludes people watching via appliance stores or neighborhood, as well as overseas Filipino workers. There are about 20 million total households in the Philippines. With some 15.5 million households owning a TV set, the market potential for noontime TV show viewers is still relatively…
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Targeting Non-Customers by Josiah Go

Targeting Non-Customers by Josiah Go

Articles
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 between serving current customers (market-driven strategy) and serving underserved and unserved markets (market-driving strategy). The marketers of Noah Ion Cleanse Foot Detox System saw the problem of air circulation in salons and spa centers. Because the product removes toxins through one's feet, open air circulation is necessary and hygienic. In addition, the toxins released through one's feet might make the user uncomfortable in the presence of strangers, thus making the…
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