Q&A with J&J Sales Director Steve Tiu on FMCG Trends

Q&A with J&J Sales Director Steve Tiu on FMCG Trends

interviews, Q&A
Stephen Tiu is the Sales Director of Johnson and Johnson Philippines. Prior to this, he was Head of Key Accounts in J&J Philippines, Head of Channels in J&J Malaysia, and worked in Shopper Marketing in J&J China. Steve won the Mansmith Young Market Masters Awards (YMMA) in 2013. He will share more trends during the 10th Market Masters Conference on April 3, 2019 in SMX Aura. Q1: What have you observed as trends in the size and format of new retail stores and why do you think this is happening? A1: The Philippine FMCG market is still dominated by supermarkets and sari-sari stores, contributing to about 75% of value sales. In urban areas, we will continue to see a shift towards neighborhood supermarkets, convenience stores, and community self-service drugstores in…
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21 Trends in the Field of Marketing by Josiah Go

21 Trends in the Field of Marketing by Josiah Go

Articles
I asked the senior marketing consultants of Mansmith and Fielders Inc. to share some key trends happening in their fields. I am providing a condensed list of their inputs below. Chiqui Escareal-Go, Anthropologist.Mansmith Chief Behavioral Strategist and Chair, Women’s Business Council Philippines. 1.    Chief Customer Experience Officer - The constant and inevitable call for customer centricity as a source of competitive advantage, and now, more importantly than ever, as a font for continuous innovation ideas, has brought about the creation of corporate positions with the tag Chief Customer Experience Officer – no longer as a support position but as a primary lead placed at the highest level of management. 2.    Behavioral Economics - More companies are looking for tools to help deconstruct or even demystify consumer behavior, seeking out real reasons why…
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Q&A with Max’s Group General Manager Iceal Penalosa on Food Delivery

Q&A with Max’s Group General Manager Iceal Penalosa on Food Delivery

interviews, Q&A
Iceal Penalosa is the general manager for contact center and food delivery of Max’s Group Inc., the leading full-service restaurant company in the Philippines, composed of Max’s, Yellow Cab, Pancake House, Krispy Kreme, Terikayi Boy, Dencio’s, among other restaurants. He won the Mansmith Young Market Masters Awards (YMMA) in 2017. Iceal shares the background, challenges and trends in food delivery. Q1: How big is the food delivery market in the Philippines? When do you think or expect delivery to exceed actual restaurant visit? A1: While exact numbers are hard to come by, it is very evident that the food delivery business is likely the main source of sales growth for retail food establishments. Based on an online research study by Statista, the online food delivery market in our country is…
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Q&A with Malayan Insurance President Yvonne Yuchengco on Influencing Market Demand

Q&A with Malayan Insurance President Yvonne Yuchengco on Influencing Market Demand

interviews, Q&A
Malayan Insurance is the leading non-life insurer in the Philippines. They recently launched innovative products such as Cyber Insurance, auto.malayan.com portal, and its Fine Arts Insurance cover. Yvonne Yuchengco shares her insight about the market growth of non-life insurance. Q1. The Market penetration of non-life insurance in the Philippines is less than 20%. Why do you think Filipinos are still not investing in non-life insurance and what can trigger more demand from these noncustomers? Answer: Philippine Non-life insurance industry net premiums grew 16.24% in 2016, as compared to previous year 2015. The industry is poised to grow even further as the economy continues to improve, because more and more Filipinos will gain the capacity to buy hard-earned assets who will look for ways to protect these from factors they cannot…
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Revisiting 60 Trends in the Philippines by Josiah Go and Chiqui Escareal-Go

Revisiting 60 Trends in the Philippines by Josiah Go and Chiqui Escareal-Go

Articles
It's marketing plan season once again and it is good to remind marketers that contrary to popular belief, when consumers make a buying choice, they do not decide based on marketing mix alone (product, place, promo, price) but on many other factors i.e., cultural (culture, sub-culture, social class), social (reference groups, roles and status, family), personal (age and life cycle stage, occupation, economic situation, lifestyle, personality and self-concept) and psychological (motivation, perception, learning, belief and attitudes) as well. Below is a list of 60 cultural, social, personal and psychological factors observed in the Philippines that may change the course of your marketing plans in 2018. They are included in our forthcoming book "Principles and Practices in Marketing" set for release before end of 2017. Home The absence of parents in…
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#CloseThatSaleWithSensei by Josiah Go

#CloseThatSaleWithSensei by Josiah Go

Articles
What has really changed in selling and sales management? Attributed to how the dynamic process of selling evolved through the years, Sensei Business Academy (A division of Mansmith and Fielders) recently launched its 1st ever Sales Conference, with the theme “Close that Sale and Open Profitable Relationships”. (Standing from left to right: Mansmith Partner Emilio Macasaet III, Mansmith Group Chairman Josiah Go and Mansmith CEO Chiqui Escareal-Go). Seated from left to right: Milona Barraca, Ronnie Traballo, Howell Cu, Ian Santos and Ted Estacio) The full house conference showcased five of Sensei’s resource speakers who shared what they have mastered from their years of practice in the field of sales—how they went extra mile to understand customers, satisfy them and provide extra value for mutually-beneficial relationships. Finance guru Ted Estacio spoke…
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Q&A with Nielsen Managing Director Stuart Jamieson on Digital Marketing Trends

Q&A with Nielsen Managing Director Stuart Jamieson on Digital Marketing Trends

interviews, Q&A
Stuart Jamieson leads Nielsen’s Watch and Buy growth strategy in the Philippines as managing director since 2012. Concurrent to this role, Stuart is the cluster lead in the Emerging Markets group, overseeing the business performance of Thailand, Vietnam and Myanmar. He held various leadership roles in Nielsen’s businesses in Australia and New Zealand prior to his appointment to the Philippines. He shares insights on digital marketing trends in the Philippines. Q1: Webrooming (searching online but buying in physical stores) instead of showrooming (searching in physical stores but buying online) is a common Filipino practice. What could explain this habit? A: Shoppers want to know more about the product. A brand’s online presence allows potential consumers to know more about the product features and benefits and check out reviews. Trust is…
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How we drink and eat by Josiah Go and Chiqui Escareal-Go

How we drink and eat by Josiah Go and Chiqui Escareal-Go

Articles
This is continuation of our annual consumer trends and prediction series for 2016 that started early 2016, where we shared some items from a list of 50 consumer trends. The list includes ten themes (How we LIVE, How we WORK, How we LOOK, How we RELATE to OTHERS, How we DRINK & EAT, How we PLAY, How we BUY OR SHOP, How we MARKET, How we become OBSESSED, How we DIE) and we shared one trend for each theme. For this week, we are expanding on the trends on how we drink and eat. HOW WE EAT AND DRINK In our previous article, we shared one prediction on water refill stations upgrading to non-acidic water, where we saw that people are realizing the need for alkalinity in whatever is into…
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How We Relate to Others by Josiah Go & Chiqui Escareal-Go

How We Relate to Others by Josiah Go & Chiqui Escareal-Go

Articles
HOW WE RELATE TO OTHERS In our first trends article of 2016, we shared our first prediction on how we relate to others - Renewed Patriotism, where the mainstream and social media have played roles in awakening the Filipinos’ sense of history via the hashtag #ItsmorefuninthePhilippines and the movies Bonifacio and Heneral Luna. Below is the complete list of how we relate to others. Social acceptance of 3S’s (Single parenthood, Separation & Sexual orientation). · We are an accepting and understanding nation. Our culture is one that accepts differences in lifestyle and preferences. Perhaps, and despite being a predominantly Catholic nation, we tend to be more supportive of others and we do not (usually) discriminate against single parents, separated parents, and lesbian/gay people. The Cinderella Phenomenon · The Aldub segment…
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Q&A with National Bookstore Managing Director Xandra Ramos-Padilla on Reinventing a Heritage Brand

Q&A with National Bookstore Managing Director Xandra Ramos-Padilla on Reinventing a Heritage Brand

interviews, Q&A
Q1: National Bookstore is expanding its branch network from close to 200 to over 500 by 2020. Why the aggressive availability goal? A: We want to make our stores more accessible and convenient for our customers. We want to give them the convenience to be able to shop in a mall nearer to them. We are also entering secondary and tertiary cities and towns so that students and customers do not have to go far for their books and stationery needs. Q2: Kobo is your e-bookstore. What is your advantage vs. Amazon? What about vs Kindle? A: Kobo partners with a large bookstore chain in each major market, and they have selected us to be their partner in the Philippines. Kobo has been continuously innovating the e-Ink technology recently coming…
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