8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 1/38

 

MarketingMarketing

LeadershipLeadership

BusinessworldBusinessworldin cooperation with Pearl2in cooperation with Pearl2

Sofitel Philippine Plaza, February 22, 2008Sofitel Philippine Plaza, February 22, 2008

Willy ArcillaWilly Arcilla

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 2/38

 

WarningWarning

Any unauthorized duplication,Any unauthorized duplication,

publication or quotation from thispublication or quotation from this

powerpoint presentation, in part or inpowerpoint presentation, in part or inwhole, without the prior writtenwhole, without the prior written

consent of the author constitutes aconsent of the author constitutes a

violation of intellectual propertyviolation of intellectual property

rights and will be subject torights and will be subject tolitigation.litigation.

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 3/38

 

Willy E. ArcillaWilly E. ArcillaPersonal ProfilePersonal Profile

2222  Years Years of Experienceof Experience inin

Marketing, Sales and General Management inMarketing, Sales and General Management in

the Fast Moving Consumer Goods Industrythe Fast Moving Consumer Goods Industry

AcrossAcross 77 Asian MarketsAsian Markets

 That Have a Combined Population of  That Have a Combined Population of 

1.8Billion1.8Billion;;

Worked forWorked for 66 Multinational & PhilippineMultinational & Philippine

FirmsFirms,,

ManagedManaged 2424 Product CategoriesProduct Categories, and, and

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 4/38

 

Willy E. ArcillaWilly E. ArcillaPersonal ProfilePersonal Profile

2222  Years Years of Experienceof Experience inin

Marketing, Sales and General Management inMarketing, Sales and General Management in

the Fast Moving Consumer Goods Industrythe Fast Moving Consumer Goods Industry

AcrossAcross 77 Asian MarketsAsian Markets

 That Have a Combined Population of  That Have a Combined Population of 

1.8Billion1.8Billion;;

Worked forWorked for 66 Multinational & PhilippineMultinational & Philippine

FirmsFirms,,

ManagedManaged 2424 Product CategoriesProduct Categories, and, and

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 5/38

 

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 6/38

 

MarketingMarketing is Not Just About .is Not Just About .

. .. .• Selling

Selling

• Special Price-Off Coupons in K/ASpecial Price-Off Coupons in K/A

• AdvertisingAdvertising

• Publicity StuntsPublicity Stunts

• Celebrity EndorsementsCelebrity Endorsements• ““New, Improved! . . . Packaging”New, Improved! . . . Packaging”

• New Flavors or ColorsNew Flavors or Colors

• Building “Brand Image”Building “Brand Image”

• Asking for & Spending More A&P BudgetsAsking for & Spending More A&P Budgets

• Hyper ‘Bola’Hyper ‘Bola’

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 7/38

 

MarketingMarketing Is Not Just a Subject,Is Not Just a Subject,

Department, Function orDepartment, Function orDisciplineDiscipline

MarketingMarketing is a Way of Life –is a Way of Life –

a Philosophy of Doinga Philosophy of Doing

BusinessBusiness

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 8/38

 

““MarketingMarketing is veryis very

important; in fact, farimportant; in fact, far

too important to be lefttoo important to be left

to Marketing people.”to Marketing people.”

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 9/38

 

MarketingMarketing

Marketing’sMarketing’s raison d’etreraison d’etre is to enhance theis to enhance the

value proposition of a company’s brands invalue proposition of a company’s brands in

order to convince target consumers to preferorder to convince target consumers to prefer

one’s brands over the competition, influenceone’s brands over the competition, influencetheir attitude and drive their behavior.their attitude and drive their behavior.

F1 PitstopCrew 7-12

seconds

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 10/38

 

Simple Yet DifficultSimple Yet Difficult

““What’s in it for me?”What’s in it for me?”

“Why should I switch?”

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 11/38

 

Whatever you do, you needWhatever you do, you need MarketingMarketing

LeadershipLeadership && Leadership MarketingLeadership Marketing toto

becomebecome Market LeaderMarket Leader•

Business, Government, Education, Health, ReligionBusiness, Government, Education, Health, Religion

• Agriculture, Industry, ServicesAgriculture, Industry, Services

• Farming & Forestry, Mining & PetroleumFarming & Forestry, Mining & Petroleum

• Consumer or Industrial ManufacturingConsumer or Industrial Manufacturing

• FMCG (F&B, HABA, Household)FMCG (F&B, HABA, Household)

• Banking, Finance & InsuranceBanking, Finance & Insurance

• Construction & Real Estate DevelopmentConstruction & Real Estate Development• Media & Entertainment, Telecoms & InternetMedia & Entertainment, Telecoms & Internet

• Travel & Leisure, Hotels & Tourism Travel & Leisure, Hotels & Tourism

• Automobile & Transportation ServicesAutomobile & Transportation Services

• Fastfood & Business Process OutsourcingFastfood & Business Process Outsourcing

• Doctors, Lawyers, Engineers, AccountantsDoctors, Lawyers, Engineers, Accountants

• Wholesale & RetailWholesale & Retail

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 12/38

 

Marketing LeadershipMarketing Leadership

• MarketingMarketing – What any Entity– What any Entity Must DoMust Do• LeadershipLeadership – What any Entity– What any Entity Must HaveMust Have 

• Marketing LeadershipMarketing Leadership – Marketing-Driven,– Marketing-Driven,Consumer-Oriented, Customer-FocusedConsumer-Oriented, Customer-Focused

• Leadership MarketingLeadership Marketing – Excellence in– Excellence inQuality of Products & Services;Quality of Products & Services;Innovations & Operations; MarketingInnovations & Operations; Marketing

Programs in MarketPrograms in MarketMarket LeadershipMarket Leadership – The Ultimate Reward– The Ultimate Reward

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 13/38

 

Marketing LeadershipMarketing Leadership

1.1. Do Your HomeworkDo Your Homework

2.2. Invest in ResearchInvest in Research

3.3.  Take it to the Next Level Take it to the Next Level

4.4. Build/Reinforce Equity Based on Strong BPSBuild/Reinforce Equity Based on Strong BPS

5.5. Reinvent Your Brand without Losing EssenceReinvent Your Brand without Losing Essence6.6. Do More with LessDo More with Less

7.7. Find Creative Solutions to Solving ProblemsFind Creative Solutions to Solving Problems

8.8.  Take Calculated Risks & Learn from Mistakes Take Calculated Risks & Learn from Mistakes

9.9. Prioritize Your OptionsPrioritize Your Options

10.10.Expand Your HorizonsExpand Your Horizons11.11.Build Your People to Build Your BrandsBuild Your People to Build Your Brands

12.12.Integrate & Synthesize the Whole BusinessIntegrate & Synthesize the Whole Business

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 14/38

 

Marketing LeadershipMarketing Leadership

Leadership MarketingLeadership Marketing

1.1. Do Your Homework – Study. Read. Learn. Listen. ToDo Your Homework – Study. Read. Learn. Listen. ToConsumers, Competitors, Customers, Company,Consumers, Competitors, Customers, Company,Sales, R&D, Suppliers, Friends & Foes, Family &Sales, R&D, Suppliers, Friends & Foes, Family &Consultants.Consultants.

1.1. Be Market-Oriented. Consumer-Driven. Fact-Based.Be Market-Oriented. Consumer-Driven. Fact-Based.

2.2. Study the History of Your Industry, Company, Brand.Study the History of Your Industry, Company, Brand.3.3. Do your SWOT.Do your SWOT.

2.2. Invest in Research –Invest in Research –1.1. If you think the price of EDUCATION is expensive, imagineIf you think the price of EDUCATION is expensive, imagine

the cost of IGNORANCE (because ultimately Consumer ISthe cost of IGNORANCE (because ultimately Consumer IS

the Boss!)the Boss!)2.2. I believe in Research but NOT in Researching EVERYTHINGI believe in Research but NOT in Researching EVERYTHING

(Because Gutfeel/Judgment/Wisdom Improves Over Time)(Because Gutfeel/Judgment/Wisdom Improves Over Time)

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 15/38

 

Marketing LeadershipMarketing LeadershipLeadership MarketingLeadership Marketing

3. Take it to the Next Level –3. Take it to the Next Level –1.1. In All Aspects of the Marketing Mix (6 Hard P’s + 6 Soft P’s)In All Aspects of the Marketing Mix (6 Hard P’s + 6 Soft P’s)

2.2. Every Year, Every Month, Every Week, Every DayEvery Year, Every Month, Every Week, Every Day

3.3. Live Olympic Spirit: Citius, Altius, Fortius (Faster, Higher, Stronger)Live Olympic Spirit: Citius, Altius, Fortius (Faster, Higher, Stronger)1.1. World Class Marketing is Defined in terms of Quality, Speed & CostWorld Class Marketing is Defined in terms of Quality, Speed & Cost

4.4. Products/Services & Packaging Must Get Better, Pricing & Value Better,Products/Services & Packaging Must Get Better, Pricing & Value Better,Advertising Effectiveness & Media Efficiency Better, Sales & DistributionAdvertising Effectiveness & Media Efficiency Better, Sales & DistributionExecutional Excellence Better.Executional Excellence Better.

5.5.

Success is Perishable. Who could have imagined that . . .Success is Perishable. Who could have imagined that . . .1.1.  Toyota > General Motors Toyota > General Motors

2.2. GMA7 > ABS-CBN2GMA7 > ABS-CBN2

3.3. Philippine Star > Philippine Daily Inquirer > Manila BulletinPhilippine Star > Philippine Daily Inquirer > Manila Bulletin

4.4. Cebu Pacific > PAL (Domestic Market)Cebu Pacific > PAL (Domestic Market)

6.6. Simon Cowell – Tells the truth to challenge contestantsSimon Cowell – Tells the truth to challenge contestants

7.7. Andrew Carnegie, “Learn to Say NO to the Good, So You Can Say YES toAndrew Carnegie, “Learn to Say NO to the Good, So You Can Say YES to

the Best!”the Best!”

8.8. Keifer Sutherland, “One of the ways the show keeps refreshing itself isKeifer Sutherland, “One of the ways the show keeps refreshing itself is

by introducing new characters to replace the dead ones and allowing theby introducing new characters to replace the dead ones and allowing the

remaining characters to grow.remaining characters to grow.

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 16/38

 

4.4. Build or Reinforce Brand Equity w/ Powerful Marketing Programs andBuild or Reinforce Brand Equity w/ Powerful Marketing Programs and

Excellent Communications Campaigns, Building Upon Strong BrandExcellent Communications Campaigns, Building Upon Strong BrandPositioning Statements which are Important, Specific & Unique toPositioning Statements which are Important, Specific & Unique toConsumers that are Anchored on Simple yet Powerful InsightsConsumers that are Anchored on Simple yet Powerful Insights

1.1. Intel Inside, Mastercard Priceless, Singapore Girl, Absolute VodkaIntel Inside, Mastercard Priceless, Singapore Girl, Absolute Vodka

2.2. URC: C2 Campaign & NovaURC: C2 Campaign & Nova

5.5. Reinvent Your Brand – Constantly – Without Losing Your EssenceReinvent Your Brand – Constantly – Without Losing Your Essence

1.1. Good Examples – Apple, Adidas, McDonald’s, Levi’s Copper CollectionGood Examples – Apple, Adidas, McDonald’s, Levi’s Copper Collection2.2. Safeguard – For Superior Skin-Germ Protection – the Rock of GibraltarSafeguard – For Superior Skin-Germ Protection – the Rock of Gibraltar

 

6. Accept That You Will Have to Relentlessly “Do More with Less”6. Accept That You Will Have to Relentlessly “Do More with Less”1.1.  You Will Never Have Enough A&P (ex., Coca-Cola in China w/ US$100M) You Will Never Have Enough A&P (ex., Coca-Cola in China w/ US$100M)

2.2. Raise Productivity of A&P BudgetRaise Productivity of A&P Budget1.1. Effective Advertising (Demand it from the Creative Ad Agency)Effective Advertising (Demand it from the Creative Ad Agency)

2.2. Efficient Media (ex., Apple MacIntosh Launch Jan 24, 1984 Superbowl)Efficient Media (ex., Apple MacIntosh Launch Jan 24, 1984 Superbowl)3.3. Restore Credibility in Effective Advertising, i.e. Advertising that SellsRestore Credibility in Effective Advertising, i.e. Advertising that Sells

3.3.  Turn PR into a Competitive Edge Turn PR into a Competitive Edge1.1. More Credible vs. Commercial Advertising, but Don’t Sensationalize like RP MediaMore Credible vs. Commercial Advertising, but Don’t Sensationalize like RP Media

2.2. Some Brands Have NO Advertising, ex. Starbucks, Google, Viagra. Body ShopSome Brands Have NO Advertising, ex. Starbucks, Google, Viagra. Body Shop

4.4. Forge Strategic Marketing Partnerships w/ Complementary Products/BrandsForge Strategic Marketing Partnerships w/ Complementary Products/Brands

Marketing LeadershipMarketing Leadership

Leadership MarketingLeadership Marketing

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 17/38

 

7. Learn to Think Creatively so You Can Offer Creative Solutions to7. Learn to Think Creatively so You Can Offer Creative Solutions toa Variety of Business/Marketing Issuesa Variety of Business/Marketing Issues

• Ex. “In Your Strength Lies Your Weakness” (Concorde SupersonicEx. “In Your Strength Lies Your Weakness” (Concorde Supersonic Jet) Jet)

• Coke Story – 1985 – New Coke BlunderCoke Story – 1985 – New Coke Blunder• Pepsi Story – Losing the Cola War was a BlessingPepsi Story – Losing the Cola War was a Blessing

8. Prioritize your options, applying principles of economics8. Prioritize your options, applying principles of economics(optimum allocation of scarce resources). You can’t afford to(optimum allocation of scarce resources). You can’t afford toor physically do everything simultaneously. Pick your battlesor physically do everything simultaneously. Pick your battlesand be decisive.and be decisive.

• Which One?Which One? Market (Regional)Market (Regional) IndustryIndustry CategoryCategory  BrandBrand 4 Ps4 Ps A vs. P, TVC Production vs. Media, Consumer vs.A vs. P, TVC Production vs. Media, Consumer vs. Trade Promo Trade Promo

9. Take Calculated Risks & Learn from Mistakes9. Take Calculated Risks & Learn from Mistakes• Mr. John Gokongwei is Happy w/ 1 Hit out of 5 “Swings”Mr. John Gokongwei is Happy w/ 1 Hit out of 5 “Swings”• When in Doubt, Test with ConsumersWhen in Doubt, Test with Consumers• Learn from Mistakes Committed by Others, e.g., Post-Mortems orLearn from Mistakes Committed by Others, e.g., Post-Mortems or

Mortality/Morbidity Conferences of Physicians Whenever a PatientMortality/Morbidity Conferences of Physicians Whenever a PatientDies in Their CareDies in Their Care This Requires Humility & Maturity This Requires Humility & Maturity

Marketing LeadershipMarketing Leadership

Leadership MarketingLeadership Marketing

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 18/38

 

10. Expand your Horizons.10. Expand your Horizons.1.1.  Think Beyond your Industry to learn and “practice” your Think Beyond your Industry to learn and “practice” yourprinciples of Marketing because you are talking to the SAMEprinciples of Marketing because you are talking to the SAMEconsumer. Ex., FMCGconsumer. Ex., FMCG Fashion, Retail, Real Estate,Fashion, Retail, Real Estate,Banking, Pre-Need Plans, Media, Telecoms (Service or Units)Banking, Pre-Need Plans, Media, Telecoms (Service or Units)Automobile, Appliances.Automobile, Appliances.

2.2. Go Beyond your Borders (Travel to more advanced marketsGo Beyond your Borders (Travel to more advanced marketsand spend time observing consumers).and spend time observing consumers).

• Ex., Learn from similar but more advanced countries, e.g., MalaysiaEx., Learn from similar but more advanced countries, e.g., Malaysia($5000 pc inc) vs. the Philippines ($1000 pc inc)($5000 pc inc) vs. the Philippines ($1000 pc inc)

• Go to Shanghai and see the world’s newest product and packageGo to Shanghai and see the world’s newest product and packageinnovations as the whole world competes there.innovations as the whole world competes there.

• Benchmark against the best in the world.Benchmark against the best in the world.

Marketing LeadershipMarketing Leadership

Leadership MarketingLeadership Marketing

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 19/38

 

11. Bring Out The Best in Your People to Enable Them to Bring11. Bring Out The Best in Your People to Enable Them to BringOut the Best in Your Brands.Out the Best in Your Brands.

12. After Mastering your Profession in Marketing, Learn to12. After Mastering your Profession in Marketing, Learn toIntegrate & SynthesizeIntegrate & Synthesize All the Components of the Business,All the Components of the Business,e.g., Sales & Distribution, R&D and Manufacturing, Financee.g., Sales & Distribution, R&D and Manufacturing, Finance& Accounting, Purchasing & Logistics.& Accounting, Purchasing & Logistics.

1.1. Be a Salesman, a Promotion Girl, a Merchandiser.Be a Salesman, a Promotion Girl, a Merchandiser.

2.2. Go on Sales Training to Gain Experience & Respect.Go on Sales Training to Gain Experience & Respect.

3.3. Understand Basics of Manufacturing & Engineering.Understand Basics of Manufacturing & Engineering.

4.4. Learn Purchasing, Warehousing, Logistics.Learn Purchasing, Warehousing, Logistics.

5.5. Review your P&L, Balance Sheet, Cashflow, DCF.Review your P&L, Balance Sheet, Cashflow, DCF.

Marketing LeadershipMarketing Leadership

Leadership MarketingLeadership Marketing

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 20/38

 

12 P’s of Marketing12 P’s of Marketing 

6 P’s of Marketing6 P’s of Marketing MixMix•4 P’s of Marketing – by Philip Kotler4 P’s of Marketing – by Philip Kotler

– ProductProduct

– PricePrice

– PromotionsPromotions

– PlacePlace

•2 P’s of Marketing2 P’s of Marketing

– PackagingPackaging

– PublicityPublicity

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 21/38

 

6 P’s of the Marketing Man6 P’s of the Marketing Man

Professionalism

Passion

PositiveOutlook 

& Perseverance

Problem-SolvingSkiills

Participative &People-Oriented

Persuasive

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 22/38

 

•6 P’s of Marketing Man6 P’s of Marketing Man

– ProfessionalismProfessionalism

– PassionPassion

– Perseverance and Positive OutlookPerseverance and Positive Outlook

– Problem-SolvingProblem-Solving

– PersuasivenessPersuasiveness

– Participative and People-OrientedParticipative and People-Oriented

•PartneringPartnering

12 P’s of Marketing 

6 P’s of Marketing Man

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 23/38

 

12 P’s of Marketing Mix12 P’s of Marketing Mix•

Professionalism – Be an expert in what you market & sell. Be ethical.Professionalism – Be an expert in what you market & sell. Be ethical.

• Passion – Nothing great was ever achieved without energy & enthusiasm.Passion – Nothing great was ever achieved without energy & enthusiasm.

• Perseverance – Be positive and stay positive, specially in the face of challenges andPerseverance – Be positive and stay positive, specially in the face of challenges andadversity becauseadversity because only the optimistsonly the optimists win in this world. Turn crises into opportunities.win in this world. Turn crises into opportunities.For the Chinese, they are 1 character. “While the whole world weeps, the tissue-For the Chinese, they are 1 character. “While the whole world weeps, the tissue-maker sleeps soundly”.maker sleeps soundly”.

• Problem-Solver – Find creative solutions to Marketing and all kinds of businessProblem-Solver – Find creative solutions to Marketing and all kinds of businessproblems – Advertising, Media, Sales, Distribution, R&D, Manufacturing, Logistics,problems – Advertising, Media, Sales, Distribution, R&D, Manufacturing, Logistics,Finance & IS, HR, including your partners such as Ad Agencies, Distributors, SuppliersFinance & IS, HR, including your partners such as Ad Agencies, Distributors, Suppliers– because others’ problems will affect your consumer, thus making them your– because others’ problems will affect your consumer, thus making them yourproblems as well.problems as well.

• Participative & People-Oriented – Noone is as good individually as he or she is goodParticipative & People-Oriented – Noone is as good individually as he or she is goodcollectively as a member of a high-performance team.collectively as a member of a high-performance team.

ProducProduc

ttPricePrice PromotionPromotion

ssPlacePlace PackagingPackaging PublicityPublicity

• Persuasive – Exude confidence in written, oral, & .pptPersuasive – Exude confidence in written, oral, & .ppt

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 24/38

 

12 P’s of Marketing Mix12 P’s of Marketing Mix•

Professionalism – Be an expert in what you market & sell. Be ethical.Professionalism – Be an expert in what you market & sell. Be ethical.

• Passion – Nothing great was ever achieved without energy & enthusiasm.Passion – Nothing great was ever achieved without energy & enthusiasm.

• Perseverance – Be positive and stay positive, specially in the face of challenges andPerseverance – Be positive and stay positive, specially in the face of challenges andadversity becauseadversity because only the optimistsonly the optimists win in this world. Turn crises into opportunities.win in this world. Turn crises into opportunities.For the Chinese, they are 1 character. “While the whole world weeps, the tissue-For the Chinese, they are 1 character. “While the whole world weeps, the tissue-maker sleeps soundly”.maker sleeps soundly”.

• Problem-Solver – Find creative solutions to Marketing and all kinds of businessProblem-Solver – Find creative solutions to Marketing and all kinds of businessproblems – Advertising, Media, Sales, Distribution, R&D, Manufacturing, Logistics,problems – Advertising, Media, Sales, Distribution, R&D, Manufacturing, Logistics,Finance & IS, HR, including your partners such as Ad Agencies, Distributors, SuppliersFinance & IS, HR, including your partners such as Ad Agencies, Distributors, Suppliers– because others’ problems will affect your consumer, thus making them your– because others’ problems will affect your consumer, thus making them yourproblems as well.problems as well.

• Participative & People-Oriented – Noone is as good individually as he or she is goodParticipative & People-Oriented – Noone is as good individually as he or she is goodcollectively as a member of a high-performance team.collectively as a member of a high-performance team.

ProducProduc

ttPricePrice PromotionPromotion

ssPlacePlace PackagingPackaging PublicityPublicity

• Persuasive – Exude confidence in written, oral, & .pptPersuasive – Exude confidence in written, oral, & .ppt

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 25/38

 

3 Types of Entrepreneurs3 Types of Entrepreneurs

•Classic EntrepreneurClassic Entrepreneur

•Social EntrepreneurSocial Entrepreneur•Corporate EntrepreneurCorporate Entrepreneur

– IntrapreneurIntrapreneur

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 26/38

 

Role of the CorporateRole of the Corporate

EntrepreneurEntrepreneur1.1. Lead and motivate employees to achieveLead and motivate employees to achieve

business goals of the company and deliverbusiness goals of the company and deliver

returns for Classic Entrepreneurreturns for Classic Entrepreneur

2.2. Bring out the best in your people to enableBring out the best in your people to enablethem to bring out the best in the company’sthem to bring out the best in the company’s

brands and businesses.brands and businesses.

3.3. Foster a sense of ownership w/ employees –Foster a sense of ownership w/ employees –

precisely what entrepreneurs look for.precisely what entrepreneurs look for.

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 27/38

 

““How Do I Become anHow Do I Become an

Entrepreneur?”Entrepreneur?”1.1.  Teach a nation to fish; you feed a nation for life. Teach a nation to fish; you feed a nation for life.

[But we need more than sustenance fishermen].[But we need more than sustenance fishermen].

2.2. Be bold. Be brave. Mighty forces will come yourBe bold. Be brave. Mighty forces will come your

way. The greatest risk is not to take any at all.way. The greatest risk is not to take any at all.

3.3. Gain experience.Gain experience.1.1. ““Get employed. Learn everything. Then leave.” – John GGet employed. Learn everything. Then leave.” – John G

4.4. Entrepreneurship is innate in the FilipinoEntrepreneurship is innate in the Filipino

1.1. Sari-Sari Stores, Tricycles, Jeepney, FX TamarawSari-Sari Stores, Tricycles, Jeepney, FX Tamaraw

2.2. Don’t follow the crowd – “bandwagon effect” – gaya2Don’t follow the crowd – “bandwagon effect” – gaya2

5. We need to shift to High Gear. Take Pinoy5. We need to shift to High Gear. Take Pinoy

Entrepreneurship to a Whole New Altitude.Entrepreneurship to a Whole New Altitude.

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 28/38

 

““How Do I Become anHow Do I Become an

Entrepreneur?”Entrepreneur?”6.6. Guerilla Marketer – 3 New Secrets –Guerilla Marketer – 3 New Secrets –

InvENT. ImprovemENT. DifferENT.InvENT. ImprovemENT. DifferENT.

7.7. Find your TalENT.Find your TalENT.

8. Think positive.8. Think positive.1.1. ““WWII was the great equalizer.” -- JGWWII was the great equalizer.” -- JG

2.2. Look at globalization positively.Look at globalization positively.

1.1. Yes, foreign competitors are coming in. Yes, foreign competitors are coming in.

2.2. But your market is biggerBut your market is bigger

RPRP

ASEANASEAN

AsiaAsia9. Consider franchising – 90% success rate.9. Consider franchising – 90% success rate.

10.Two kinds of people – Swindler & Sucker.10.Two kinds of people – Swindler & Sucker.

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 29/38

 

Filipino Brands ExpandingFilipino Brands Expanding

OverseasOverseas#1

FilipinoBrandOversea

s

Don’t Overlook Halal Market Estimated atUS$600B!

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 30/38

 

9. Emergence of Local Brands9. Emergence of Local Brands

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 31/38

 

1. Appliances1. Appliances

2. Electronics2. Electronics

3. Digital Cameras3. Digital Cameras

4. Cellphones4. Cellphones

5. MP3s5. MP3s

6. Computers6. Computers

7. Printers7. Printers

8. Bicycles8. Bicycles

9. Motorcycles9. Motorcycles

10. Cars10. Cars

But When Will We SeeBut When Will We See Higher-Higher-

ValueValue Filipino Brands BeyondFilipino Brands Beyond

Processed Food & Drinks,Processed Food & Drinks,

Fastfood & Fashion Apparel?Fastfood & Fashion Apparel?

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 32/38

 

Filipino InventorsFilipino InventorsEduardo San Juan - Filipino

Inventor: Mechanical engineer,San Juan worked on the team thatinvented the Lunar Rover or Moon

Buggy. He is considered theprimary designer.

In 1971, the Rover was used inthe Apollo 12 landing to explore

the Moon.

Daniel Dingel - Water-Powered Car or Water-PoweredHoax?: Filipino inventor, Daniel Dingel designs cars thatrun on water. The Philippine Daily Inquirer reported thatDaniel Dingel built a water-fueled automobile engine as

early as 1969. Dingel has no patents and many membersof the science community feel that his water-powered caris a hoax. However, Daniel Dingel has demonstrated his

car without any technical papers or explanation as to howit works. And if it does work, it would be a fantastic

invention.Daniel Dingel - Claims: Daniel Dingel claims his engine hasa chamber that breaks apart water molecules to produce

combustible hydrogen. Electricity from a 12-volt carbattery is used to split the water molecules into hydrogenand oxygen components, with the hydrogen then used to

power the engine.

Filipinos Have the EntrepreneurialFilipinos Have the Entrepreneurial

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 33/38

 

Filipinos Have the EntrepreneurialFilipinos Have the Entrepreneurial

Spirit; We Must Take it Beyond theSpirit; We Must Take it Beyond the

“20“20thth Century”Century”

Splash Manufacturing

“Teach anation tofish and

you feed a

nation for a”

“ h k l d b dW h k l d b d

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 34/38

 

Dennis Mendiola

RaulConcepcion

16 years oldUP BS

Physics 2007Summa Cum

MikaelaFudolig

““We have upon us a knowledge-basedWe have upon us a knowledge-basedeconomy … and nothing could be of economy … and nothing could be of 

greater strategic value to a nation thangreater strategic value to a nation than

the ability tothe ability to generategenerate newnewknowledge & technologiesknowledge & technologies if weif wedon’t want to be the modern-daydon’t want to be the modern-day‘hewers-of-wood’ and ‘bearers-of-‘hewers-of-wood’ and ‘bearers-of-water’ of a 21water’ of a 21stst century globalcentury global

economy.”economy.”

Dr. ReyVea

President 

MapuaInstitute of 

 Technology

DadoBanatao

Norberto Quisumbing

1 5 “B” I ti1 5 “B” Innovations M dMade iin

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 35/38

 

1. 5 “B” Innovations –1. 5 “B” Innovations – MadeMade inin

RPRP

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 36/38

 

A Nation Run LikeA Nation Run Like HeavenHeaven ByBy

FilipinosFilipinos

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 37/38

 

8/3/2019 Fast Moving Consumer Goods Industry 1224074777451363 8

http://slidepdf.com/reader/full/fast-moving-consumer-goods-industry-1224074777451363-8 38/38

Willy E. ArcillaWilly E. Arcilla

President, Business Mentors, Inc.President, Business Mentors, Inc.Regional Director, ZMG Ward Howell, Inc.Regional Director, ZMG Ward Howell, Inc.

warcilla@wardhowell.com.phwarcilla@wardhowell.com.ph

 Tel: 816-2466 Tel: 816-24660917-88042960917-8804296

Salamat atSalamat at

Mabuhay!Mabuhay!