follow us
http://

follow us philmktgassociation

#philmarketing

feed

Possibly Related Posts:

• Highlighting its First GMM for 2012
• PMA Cavite Creates Waves via Personal Branding Seminar!
• Marketing Works! The When Why and How of Product Innovation Part 2
• Marketing Works! The When Why and How of Product Innovation Part 2
• PMA Gone Scuba in Anilao Mabini Batangas

Click HERE to Register!!!

Possibly Related Posts:

• Revealing Secrets For Business Success
• NMC 2011 Preparations Underway
• PMA, PCE Build Foundations of Starting Up Business for Aspiring Entreps
• 40th National Marketing Conference
• 40th National Marketing Conference (NMC) 2009

With the general theme, “Commitment to Marketing Excellence”, the title of this year’s NMC is “True Marketing Stories Exposed: Revealing Secrets for Business Success”.

This year’s theme highlights the significance of “investigative marketing” in enhancing the business profitability of the SME sector. In an inspiring, success story-like manner the participants will learn practical tips that can be applied to their enterprises.

Among the topics identified by the NMC Team are: The State of Marketing; Captivating Today’s Unfaithful Customer; Marketing War for Talents; Pricing Against the Giants; Engaging Customer Relationship in the Age of Digital; Healthy Competition.

Other topics include: Anatomy of the EmPreneur: The 21st Century Marketer; The Big Makeover: PR Gets Digital, Non-Traditional; Sense and Sensibility Challenge; Bringing on the Goods to the Next Level;Branding Against the Big Brands; Promotions that really Make Money; and the Battlefield of Activation.

This year’s NMC leadership is headed by its chair, PMA Past President Bernardo “Ber” Pacheco and EVP/NMC Director-in-Charge Henry Tenedero.

Possibly Related Posts:

• Highlighting its First GMM for 2012
• PMA Cavite Creates Waves via Personal Branding Seminar!
• Marketing Works! The When Why and How of Product Innovation Part 2
• Marketing Works! The When Why and How of Product Innovation Part 2
• PMA Gone Scuba in Anilao Mabini Batangas

Thus, the Philippine Marketing Association (PMA), through its education and training arm: the Marketing Institute of the Philippines, and in cooperation with Philippine Center for Entrepreneurship (PCE), recently hosted the SME Strategic Marketing 101 Conference at the Asian Institute of Management (AIM) Conference Center. The conference was held in response to the evident need to further enliven the Filipino’s drive for self-sustainability through business.

“Here, we go back to the classroom because I believe that it is important for us entrepreneurs to continuously learn something new,” said Mylene Abiva, PMA President, addressing a thick crowd of attendees which were more than expected.

Tackling the different aspects of a business – from starting up, to seeking out opportunities, and to reviewing and assessing performance – were highly competent resource speakers including: Professor Pax Lapid, Efren “Ping” Sotto, Louie San Juan, Karen de Asis, Red Espiritu, Alfredo Velez, and Danny A. Cabulay.

Starting the morning session were Lapid and Sotto who covered the 21 Steps on How to Start a Business. The latter tackled the proper mindset to starting a business. Among the most important points that he made was that business should be considered and started before a person retires.

Sotto said: “Business and your career should be parallel. Engage in business in time when you can afford to lose.” After, Lapid provided some strategic plans in opening business opportunities.

In the next session, San Juan taught the attendees how to review and analyze business data. He made clear in his lecture that one of the most important data for business operators to analyze properly are the moods and tendencies of their target market. This being the case, market research is very important to any business if it wants to survive and grow in a highly competitive industry.

“Marketing is not actually just sing and dance. You’re dealing with a serious market that moves faster than you can imagine. It takes an understanding of the customer’s mindset and, equipped with that, you can move in for the kill,” San Juan said.

In the third session, de Asis then presented the TOWS Matrix, or a tool to aid in assessing the factors in the macro and micro-environment that have direct and indirect implications in the growth of the business and the brand. TOWS stands for Threats, Opportunities, Weaknesses, and Strengths. In examining a business through this matrix, it is possible for an entrepreneur to “forge ahead by relying on the brand’s inner strength” even in turbulent times.

Likewise, in his lecture, Espiritu stresses that the entrepreneur needs to set clear goals and strategies for his business. With goals and strategies set, the business owner is provided with a sense of direction, a set of decision guidelines, performance ratings, and expectations. Following this, he then gave a tip on what kind of goal to set for any business.

“Never ever forget the ethic of the marketplace. When you’re an entrepreneur, put some moral obligation into it,” he said, revealing that it is the successful businesses that give something back to the communities that they cater to.

In the fifth session, Velez listed key performance indicators for business. The use of performance measures were another method that may be used by entrepreneurs to determine strengths of the business and opportunities wherein they may drive for growth.

In assessing opportunities, he said that entrepreneurs should: “choose carefully what kind of businesses they go into. Make sure it is something that they are good in – something where they have a good batting average.”

Properly identifying the strengths of a business and further improving on those strengths, seems integral for its growth. However, an entrepreneur should also learn to react to uncontrollable factors.

Which is why, in the last session, Cabulay tackled the topic of risks – its definition, nature, and dynamics; the commonly encountered risks in businesses; and how to deal with risk.
He then revealed, in his synthesis of the data that was presented, that risk was actually integral in entrepreneurship. Simply put, there are great rewards in store for those who prove themselves able to properly react to the risks that they encounter.

However, he suggested that emancipating risk – or taking a proactive approach in dealing with it – was better than just acknowledging that the factor was unavoidable.

At the end of the event, both the Philippine Marketing Association and the Philippine Center for Entrepreneurship hoped to see many successful business ventures from the attendees of the SME Conference. The seemingly small number of aspiring entrepreneurs that attended may just cause yet more sparks of interest towards starting a business in the country.

Possibly Related Posts:

• Revealing Secrets For Business Success
• Revealing Secrets For Business Success
• NMC 2011 Preparations Underway
• 40th National Marketing Conference
• 40th National Marketing Conference (NMC) 2009

The Philippine Marketing Association recently sponsored the 40th National Marketing Conference at the Sofitel Plaza Hotel last June 16 & 17 with the theme “Marketing in Times of Crisis: Yes We Can!”. (Photo1 & 2) shows Press Secretary Serge Remonde with the officers of the various chapters of PMA around the country (PMA Bacolod’s Patching Puentevella, Jorge Sanchez, PMA Davao’s Jorge & Dolly Marques, Prima Hilot, PMA Batangas Gina Ocampo, PMA Pampanga Ning Cordero with PMA President Mylene Abiva, VP Chapters Henry Tenedero, Ricky de Vera and Tito Encarnacion). The PMA will conduct a National Marketing for Humanity Caravan from August to November this year covering twelve chapters nationwide.

Possibly Related Posts:

• Highlighting its First GMM for 2012
• PMA Cavite Creates Waves via Personal Branding Seminar!
• Marketing Works! The When Why and How of Product Innovation Part 2
• Marketing Works! The When Why and How of Product Innovation Part 2
• PMA Gone Scuba in Anilao Mabini Batangas

OUR TIME FOR CHANGE HAS COME.

MOVE OVER CRISIS!

BE INSPIRED. GET INVOLVED. SIGN UP NOW!

June 16-17, 2009

Hotel Sofitel Philippine Plaza

This Summit is a rallying call for the immediate creation of strategic solutions and pragmatic approaches to Marketing in order to survive, to thrive and even drive growth in a recession.It is an affirmation that we Filipinos, cooperatively, can “move over crisis!” Yes, we can manage the crisis over obstacles that stand our way and yes, we can turn it around to our advantage!

The Philippine Marketing Crisis Summit Topics/Speakers
Day 1: CRISIS MARKETING ISSUES
General Crisis Issues
“Philippine Economic Outlook 2009-2010”
Prof. Bernie Villegas
University of Asia and the Pacific

The “Prophet of Boom” shares his current vital information and his fearless forecast on the Philippine economy and the OFW situation abroad that will provide our delegates a wider perspective of the crisis and offer pragmatic insights into the next wave.

“Insight Marketing: Probing into the Filipino Consumer in Turbulent Times”
Yoly Ong
Group Chairperson
Campaigns & Grey

To what extent has the Filipino consumer behavior changed during the difficult period? On the other hand, how does a company maintain customer focus in the face of an environment that cries out for cost-cutting, down-sizing and laying off? Should it continue to drive business growth and invest, or, should it hide under the table till the recession blows over?

Sectoral Crisis Issues

“Global Economic Situation: Let’s Look Beyond the Obvious”

* Speaker from the American Chamber of Commerce
* Speaker from the British Embassy
* Speaker from the Japanese Embassy

Top fiscal and economic gurus from the other parts of the world are convening to chart the road maps out of the crisis. Although of desirable expectation, there’s little evidence to suggest that a recession will be less painful. Witness that beyond the gloom, there are country sectors bold enough to change direction and bring their bases to the next levels.

“The Law of Supply and Demand in the Business Process Outsourcing (BPO) Industry”
Oscar Sañez
CEO, Business Processing Association of the Philippines (BPAP)

The BPO-IT industry is now the fastest-growing industry in the Philippines and is the only one projecting double-digit growth amidst the global economic crisis. By 2010, it hopes to attain 700,000 jobs, generating US $12 Billion revenues for a 10% share of the global outsourcing and offshore market, second only to India as top outsourcing destination in the world. Can the BPO industry really sustain this growth trend? Will the country be able to supply the qualified talent required to sustain its growth? With the recent worldwide recession, what will be the direct impact on this industry’s growth projections?

“The Role of Government in Boosting Brand PHILIPPINES”
Cerge Remonde*
Press Sec

We expect the following items: 1) salient talk points on government actions in managing the current economic crisis; 2) the role of government media in promoting balanced news in different times and 3) how to best brand the Philippines and thus, create a unique and quality image that best positions the country vis-à-vis the world to attract investors and tourists.

Day 2: MOVE OVER TRADITIONAL MARKETING
General Strategies

“From 4 P’s to 8 P’s of Marketing: The Expanded Services Marketing Mix”
Dr. Jochen Wirtz, Ph.D.*
Associate Professor, National University of Singapore
Co-Director, UCLA –NUS MBA Executive Program
Co-author, International Edition of Services Marketing (2007)

To capture the distinctive nature of service performance, there is an imperative need to include the 4 other P’s. The 8 P’s of Services Marketing could change the paradigm of marketing practitioners particularly in a crisis environment where Customer Intimacy matters most.

“Market Driving Strategies”
Josiah L. Go
Chairman and Chief Marketing Strategist
Mansmith and Fielders

Market Driving Strategies is a new marketing tool to win new customers in times of crisis. It orients business firms to add another market dimension which focuses on marginal and non-customers. It expands the horizon of the company’s marketing position on a strategic thinking level. It helps marketers and businessmen alike, to avoid surprises and problems in the future and grab opportunities in today’s marketplace.

“The Business Management Systems Model for SME’s”
Dr. Luz Suplico-Jeong
President
Association of Training Institute for Foreign Trade in the Asia and the Pacific (ATIFTAP)

Small and medium enterprises always clamor for new business models that will fit their nature as entrepreneurs, vis-à-vis corporate businessmen. The Business Management Systems Model, advocated by the International Trade Center from Geneva, Switzerland, may be the answer to their woes in times of crisis. Summed up, the model harps on only two functions in the business: marketing and production. You market what you produce and produce what you market. When you are able to do this, there are no business problems, only management problems.

Move-In Strategies

“Changing the Mindset of Filipino Entrepreneurs”
Jose Ma. A. Concepcion III
President and CEO
RFM Corporation

The global downturn can be viewed as “a good cold shower for the Philippine economic system.” It can have positive effects: it forces businesses to increase their efficiency, cut waste and strive to do things in smarter ways. Now is the opportune time for entrepreneurs to see things in more positive ways, to do something better, instead of whining at failures on circumstances beyond their control!

“Advertising Beyond the Box”
Dave Guerrero*
Chairman
Chief Executive Officer
BBDO Guerrero

Advertising beyond the box or known simply as Out of the box advertising, should focus on the “Law of Attraction” to capture not only “share of voice” but “share of mind.” From different walks of life, the consumer’s attention is sorely needed to read, listen, watch and eventually comprehend advertising messages. There are a thousand and one commercials in the air waves, but who is watching anyway? Or are they switching channels?

“Reputation Management: The Rise of Public Relations”
Dr. Nards Garcia, CPM
Dean, College of Business Administration
Lyceum of the Philippines University

In today’s highly competitive marketing communications environment, some soothsayers claim it is now “The Fall of Advertising and the Rise of Public Relations” (Ries and Ries, 2002). Reputation seems to be the “must have” requirement for all business enterprises today. Learn empirical data on the most “admirable” companies in both the local and global scenarios and how they raised the bar of excellence through public relations communication.

“Marketing the Philippine Entertainment Industry: Let’s Celebrate Something Good in Difficult Times”
Ms. Charo Santos – Concio
President, ABS-CBN

Inundated daily by depressed news about the economic meltdown, most Filipinos are in greater need of comfort and relief from stress. The Entertainment industry is the closest sector in media that brings reassurance to our countrymen (here and abroad) that all will be well, despite the continuing shocks of difficulties and impoverishment.

* To be confirmed.

REGISTRATION FEES:

Early Bird Rate (March 16-April 30, 2009)
PMA Members              P     8,500.00*
Non-Members               P   10,000.00 *

Regular Rate (May 1-June 15, 2009)
PMA Members              P    10,000.00
Non-Members               P    12,000.00
On-site (June 16)          P    15,000.00

*Special gift for the first 200

*
CONFERENCE FEE INCLUDES ATTENDANCE TO ALL TECHNICAL SESSIONS AND ALL MEALS.
*
Please make checks payable to “Philippine Marketing Association.”
*
Please arrange for pick-up of your check or have your messenger delver the check to the PMA Secretariat.
*
Or deposit to PMA account:
Acct Name: Philippine Marketing Association
Bank/Address: UNION BANK Tektite Branch
Acct No: CA 00603001339-4
*
Cancellation will not be allowed one month before the conference date. However, change of participants will be allowed.

REGISTRATION FORM