A new market has emerged following the Marcos burial. Market segmentation is the partitioning of people in a market who may patronize a product or service to satisfy a need given a specific situation. Key words are people, situation, product and need. In the 2016 Philippine presidential elections for instance, President Rody Duterte used his achievements as Davao Mayor and […]
market segmentation
Q1: Your had a ‘trinity’ policy of ‘no smoking, no drinking and a compulsory Bible study’ in your Laguna resort. What was the insight behind this unique policy? What made you soften on this policy? A: The “trinity policy” of no smoking, no drinking and a compulsory Bible study was made at the onset when Caliraya Resort Club was established. […]
Q1: There are so many banks in the Philippines, yet, since 2012, East West Bank has opened around 300 additional branches in 3 years, what is your vision for East West Bank? A. Our expansion was a necessary competitive response. We needed to expand quite massively because our competitors have much more branches. Otherwise, we will get clobbered. This is […]
There is a saying that “If you give a man a hammer, he will see everything as nails.” Similarly, when a person learns about the marketing mix (product, price, place and promotions) as a way to attain marketplace advantage, he may apply it without questioning the bigger picture for validity. Below are two truths espoused by over 99 percent of […]
Q5: You have launched the BDJ Beauty Box. Is this your response to seasonality in your planner business A: We launched BDJ Box, our online beauty discovery service for women, in our desire to help our 30,000 plus members to explore their own definitions of beauty. Feeling beautiful and relating it to confidence has been an increasing concern of our […]
Q1: You created a new category – the first planner for women. What inspired you to launch the Belle de Jour planner in 2006? A: When we introduced the first Belle de Jour Power Planner in November 2006 (2007 BDJ Planner), my motivation was as simple as – there was no planner in the market that I felt could really help […]
There is a saying that “If you give a man a hammer, he will see everything as nails”. Similarly, when a person learns about the marketing mix (product, price, place and promotions) as a way to attain marketplace advantage, he may apply it without questioning the bigger picture for validity. My journey in analyzing marketing as a lifelong student continues to allow me to […]
Q1: Can you share with us the brand DNA of Belle de Jour (BDJ) Power Planner? How does it differ from your Navi Planner? The target market of Belle de Jour Power Planner is the 20-35 year old female working professional. She balances multiple roles in her life. She has a strong desire to achieve and do things in style. […]