Q&A with Bistro Group VP Marketing Lisa Ronquillo on Managing Brand Portfolio

Q&A with Bistro Group VP Marketing Lisa Ronquillo on Managing Brand Portfolio

Brand Marketing, interviews, Q&A
Bistro Group is the biggest international casual dining chain in the Philippines with 17 major restaurant brands like Italianni's, TGIFridays, Fish & Co., and Watami, to cite a few. Bistro Group VP Marketing Lisa Ronquillo shares her insights on marketing a portfolio of brands. Q1: You have 17 restaurants in the Bistro Group. Why is having a brand portfolio strategy important? A1: We can leverage on the strength of the stronger brands to build the newer brands. We also need to protect the identity of each brand distinctly from each other. If we create a strong brand portfolio image and awareness , it creates a strong value proposition and benefits all the brands and encourages cross usage among our customer base. Q2: Can you share your framework on how to…
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Q&A with McDonald’s Philippines SVP-Marketing Margot Torres on Winning Visit Frequency

Q&A with McDonald’s Philippines SVP-Marketing Margot Torres on Winning Visit Frequency

interviews, Marketing Strategy, Q&A
Q1: McDonald's started the fastfood trend worldwide with the insight "people don't dine, they eat and run." They created many firsts which are now standard in fast food. What are firsts that McDonald's has launched in the Philippines? Innovation and relevance are important for McDonald’s to stay on top of a fast-paced industry. Here in the Philippines, McDonald’s introduced the concept of a quick-service restaurant when it arrived in 1981. In 1982, we opened the first drive-thru restaurant located in Greenhills. McDonald’s was also the first restaurant to offer our youngest customers [kids] their own set meal, the Happy Meal, which comes with a toy and red box with every purchase. To better respond to our customers’ changing needs, we needed to adapt, be faster and be more accessible. This…
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Q&A with Jollibee VP-Marketing Harvey Ong on Marketing Big Brands

Q&A with Jollibee VP-Marketing Harvey Ong on Marketing Big Brands

Brand Marketing, interviews, Q&A
Q1. How did you get started in marketing? I've always been a numbers guy, and I was initially inclined to pursue a career either as a financial analyst or an economist. It was probably fate that led me to my Management professors, specifically you and Emmanuel Fernandez, who inspired me to consider Marketing as a career. I eventually joined P&G as a brand assistant upon graduating in 1992, and have been a marketer ever since. Q2. You were marketing director for P&G, Diageo & Fonterra respectively before joining Jollibee. You have been a marketing expat in Malaysia, Singapore and Taiwan. You have been involved in various product categories. What are some of your proudest marketing achievements and why? I really enjoyed working on new brands and new categories. These can…
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Q&A with Goldilocks New Business Group Director Pinky Yee on Creating a Compelling Value Proposition

Q&A with Goldilocks New Business Group Director Pinky Yee on Creating a Compelling Value Proposition

interviews, Marketing Strategy, Q&A
Q1: Decades ago, Goldilocks had popular cake competitors like Rolling Pin, Merced and Joni's – all of which are no longer active in the market. Giant Jollibee Food Group acquired Red Ribbon in 2005. What has Goldilocks been doing right all these years for it to hold on to market leadership in the cake industry? I believe that the main reason we have maintained market leadership all these years is our balanced focus on both thought leadership and brand connection. We have succeeded in firmly establishing Goldilocks as a pioneer and trendsetter in the bakeshop industry through constant innovations in our products and services. At the same time – and with equal effectivity – we have created an emotional bond with our consumers that is difficult to rival and impossible…
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