Market Segmentation Post Marcos Burial by Josiah Go

Market Segmentation Post Marcos Burial by Josiah Go

Articles
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 offered himself as one with a solid track record in both fighting crime and delivering reforms (product). He was able to get broad support from different market segments (people), such as those who want to see drastic reforms in government (need), those who want to eradicate illegal drugs and crimes due to personal experience (need) as well as those who would like to see the first president coming from Mindanao…
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Q&A with Caliraya Resort President Sarah Roxas-Wage on Christian-Based Strategy

Q&A with Caliraya Resort President Sarah Roxas-Wage on Christian-Based Strategy

interviews, Q&A
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. Caliraya Resort Club was set up in 1992 to be the top of mind choice destination for both spiritual and physical recreation. Our resort’s theme verse was 2 Corinthians 5:17 “Therefore, if anyone is in Christ, he is a new creation; the old has gone, the new has come!” We wanted a haven for people looking for a “safe” place to have wholesome fun and to reconnect with Jesus; a…
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Q&A with East West Bank President Tony Moncupa Jr on Growth Strategy

Q&A with East West Bank President Tony Moncupa Jr on Growth Strategy

interviews, Q&A
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 part of the vision set by the board to put EW among the ranks of the relevant banks. It started sometime in 2010. The board believed that the country will see favorable economic conditions that will likely continue far longer than what we have seen before. However, with better times, everybody will likely do some expansion. And that will result in heightened competition and put pressure on margins. That could…
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New marketing truths challenge old strategies

New marketing truths challenge old strategies

Articles
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 marketers, but which present problems that are seldom challenged. Old truth 1: To win in the marketplace, your marketing mix must be superior to that of your competition. In the convenience store industry, players have mostly parity products and even higher pricing, yet 7-Eleven is a clear leader because of its superior supply chain and not because it has a superior marketing mix. Its supply chain is exploited to the…
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Q&A with Belle de Jour Planner Founder Darlyn Ty on Being Resilient in Business (Part 2)

Q&A with Belle de Jour Planner Founder Darlyn Ty on Being Resilient in Business (Part 2)

interviews, Q&A
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 members. As we researched more, we felt we were in the perfect position to provide this beauty discovery service. Bellas trust us, and brands trust us. More than anything we want to preserve is our community vision to tangibly help our Bellas to live life to the fullest. Our BDJ Planner helps on day to day basis on planning schedules and tasks. BDJ Box helps on a weekly and monthly…
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Q&A with Belle de Jour Planner Founder Darlyn Ty on Being Resilient in Business (Part 1)

Q&A with Belle de Jour Planner Founder Darlyn Ty on Being Resilient in Business (Part 1)

interviews, Q&A
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 me manage my career and my life. I was always a planner person ever since high school. In my last year in high school, my dad got me a Palm Pilot — so I am actually pretty advanced, technology-wise. But after two years, I really just went back to paper. I find paper planners more tactile, more meaningful, more real. As for targeting women in particular, I did my backyard…
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4 Levels of Differentiation: New Marketing Truths Challenge Old Strategies by Josiah Go

4 Levels of Differentiation: New Marketing Truths Challenge Old Strategies by Josiah Go

Articles
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 discover new truths and discard old truths that are inadequate in order for me not to fall into the trap of seeing everything with a myopic view. Below are two truths being practiced by over 99% of marketers but which present problems seldom challenged even in the boardroom. Old truth 1: To win in the marketplace, your marketing mix must be superior to that of your competition. In the convenience store industry, players have…
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Q&A with Darlyn Ty, Founder of Belle de Jour Power Planner on Brand DNA

Q&A with Darlyn Ty, Founder of Belle de Jour Power Planner on Brand DNA

Marketing Plan in the Philippine Setting
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. The insight behind the product is essentially: “There are a million and one things I need to do, and I want to achieve so much. I need a tool that will help me reach my goals.” Belle de Jour Power Planner’s personality is gorgeous, fashionable, smart, resourceful, principled, and lives a balanced lifestyle. The power planner’s spirit is giving a sense of achievement and inspiration to do great things. This…
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