Street-Smart Digital Segmentation

How Do you Increase Retail Sales by 50%? Answer: Through Effective Digital Segmentation of People who walk-in to your Retail Store. Count. Classify. Communicate. The Aida, Lorna and Fe analogy represents a simple but actionable segmentation of Walk-ins.

Increase retail sales through streetsmart digital segmentation ssv

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This 20 minute lecture was created for the Merchant Meeting of Ayala Center Cebu held at the City Sports Club last Nov. 25, 2011. Attendees included around 200 tenants of the mall. The talk was made possible through the leadership of Ms. Joy Polloso, GM of Ayala Center Cebu, and the generous support of the Ayala group and Moldex Products Inc.

Bong De Ungria
Chief Operating Officer, Moldex Products Inc.
Marketing Professor, Ateneo Graduate School of Business

Coke vs. Pepsi: Example of Brand Loyalty and Preference

How do you define brand loyalty? It is the state in the customer's mind where he is willing to go the extra mile just to get the brand he wants. I think it was a Heinz ketchup executive who gave this example: if the customer went to a supermarket looking for Heinz and did not find it among the ketchup displayed, will then postpone the purchase or go to another supermarket just to buy Heinz. For a child, that explanation would be too long. For the child in this vendo commercial, the extra mile is 2 cans of Coke. (not sure though if this is a legitimate commercial that actually aired.) Wouldn't you like to be the preferred brand?

SPADER Model for CASE Analysis

The SPADER model which I learned from my marketing professor, Frank Roa when I was an MBA student more than 2 decades ago is still applicable today as it was then. The model encourages us to focus on the things that are really relevant amidst the clutter that can confuse and derail us.during case analysis,

Marketing Case Analysis using SPADER approach

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Here is how it was used for a specific case (this is still for slight updating since the older edition of SPADER was SPADE...)

Applied Case Analysis: Use of SPADER Approach for a Lighting Case

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