Wednesday, 30 November 2011 05:28

Written by Resti Reyes. Jr.

Tags: Mind Wars

The dust has settled… a week after this biennial hedonistic feast had ended, it is time to look back and wonder – if there was one, just one item that made the Ad Congress worth the bother, what was it?

One of the most intriguing numbers was putting the CEO’s of the top three television networks together onstage. Each was interviewed by a news anchor from a competing network. Gabby Lopez was interviewed by Luchie Cruz Valdez. Atty Felipe Gozon was interviewed by Korina Sanchez. And Manny Pangilinan was interviewed by Mike Enriquez. This was one of the most looked-forward to events during the ad congress. It was a good idea and it certainly got attention. ABS-CBN and GMA7 had long been both claiming to be number one, and the interviews showed how witty these guys can get in their exchanges when it comes to that topic. MVP of course had the best line, when he said TV5 was the undisputed number three. 

---

Add this page to your favorite Social Bookmarking websites

Friday, 11 November 2011 02:35

Written by Resti Reyes. Jr.

Tags: Mind Wars

In one fell swoop, Liza Gokongwei-Cheng creates her own best competitor and carves out the next niche in her publishing empire. Known in the marketing industry as a flanking brand move, the introduction of another brand is usually designed to defend the flagship brand from competition by drawing competitive attacks unto itself, and away from the main brand. This is best exemplified by previous new product introductions made by San Miguel Corporation with respect to their beer division, and their flagship product, San Miguel Pale Pilsen. Brands like Red Horse and Gold Eagle were “fighting brands” created to protect SMB Pale Pilsen from the likes of Beer Hausen, Manila Beer, Max Premium Beer, Carlsberg and Budweiser. An interesting sub-development to this is that after a while, the flanking brands became quite strong on their own, and were kept alive long after Carlsberg and Budweiser had died. And so Asia Brewery developed their own flanking brand to challenge them - this is why they had a brand like “Beer na Beer” – which also became quite strong on its own and actually challenged San Miguel Pale Pilsen for market share.

---

Add this page to your favorite Social Bookmarking websites