Posts
by Ronald Jabal
He has the passion for public service; a clear vision for the country; and concrete actionable plans for the Philippines to move forward.
Armed with enviable credentials, he could be the next big thing in the country.
He is Secretary Gilberto “Gilbert” Teodoro of the Department of National Defense – the youngest to hold this position at the age of 43.
Gilbert in Public.
Before assuming his current role (which includes chairing the National Disaster Coordinating Council (NDCC) – a government unit on top of every disaster activity), he was a three-term Congressman representing the First District of Tarlac.
He was the Assistant Majority Floor Leader during the 11th Congress and sometime during his three terms in the House of Representatives, he almost became the Speaker of the House – thanks to his immense intelligence and very good working relationship with his colleagues.
A La Sallian with a degree in Commerce Major in Financial Institutions. An Isko with a Law degree in the University of the Philippines. A Bar Topnotcher. A Harvard Law School graduate with a degree in Master of Laws.
A licensed commercial pilot and Colonel in the Philippine Air Force Reserve – a hardcore avionics expert and enthusiast.
He is married to Representative Monica Prieto-Teodoro and has a son – Jaime Gilberto.
These credentials can easily win him more than five stars. But are these the only things Gilbert are made of?
Obviously not.
There is more to him than titles and accolades. At the end of the day, Secretary Teodoro is still a father, a husband, a son, and a member of the community not just in Tarlac but also of the Dasmarinas Village.
There is a real MAN behind the Secretary.
Gibo in Private
“There really a big big difference between me being the Secretary and Gilbert as a private man” quips Gilbert in an interview.
Wearing a navy blue coat covering a leaner figure (claiming he lost weight), he easily lightened up whenever he was asked questions he would not expect.
Calm and almost breezy, his responses revealed his humanity – showing that after all, without the almost rigid tradition and work ethics in the institution he represents, Secretary Teodoro remains to be Gilbert or Gibo.
“The office demands a mode of behavior that reflects the seriousness of managing an organization that is composed of about 200,000 people. But inside me, I am a simple guy who loves several simple things,” Gilbert enthuses.
“I can go to the simplest surrounding and enjoy the simple luxury. I try to enjoy life as best as I can. But the best time is always the time I spend with my family – my wife and my son,” he added.
Little does the public know, Gibo is a good cook. At home, he is the cook – the Home Chef. Whatever his wife and son demand, he would cook.
And he cooks a mean Pakbet – the Northern Tarlac version - which, according to him, is best eaten by hands. He can also cook “bagnet” but he cooks it differently – ala “Chicharon Camiling”. “My bagnet is much tastier as it is more like lechon kawali”, he brags.
While the family also eats out once in a while, it is the bonding time through meals at home that he considers the best.
“Eating at home and enjoying the meal together – which I cooked and prepared” are blissful events for me” Gilbert says.
He, however, admits family bonding sessions have been far and between given his almost 24/7 work as the Defense Chief and chairman of NDCC.
Scheduled trips and vacations are very rare. Hence, when there is some spare time, he makes it a point to go out of Manila for a much deserved rest and recreation.
“Inevitably I still do work during vacation. When my telephone rings I have to take it. I am however extremely fortunate and blessed because I have a very understanding and supportive family. One cannot ask for a better one. While my family does not complain, I know they miss me. I feel it,” Gilbert pensively discloses.
Gibo and the Movie/TV in his mind.
The pressures of his work and the gargantuan tasks of managing more than 200,000, have taken a toll even on his leisurely activities. While people are already taking about the latest Harry Potter, Transformer and GI Joe, Gilbert still talks about Valkyrie, starring Tom Cruise.
He likes TV sitcom, “Married with Children” and looks forward to any British comedy. And since he arrives home late and quite tired already, he does not have any favorite local TV program.
As regards music, Gilbert has an eclectic choice for his favorite tunes - revealing his influences. He favors “Brazilectro” but admits to liking music that ranges from 70’s to 80s. He likes disco, swing tunes and chill out music.
“I am however drawn to Itchyworms. They are like a new age Kalapana. On top of this, I like them because two of them graduated from Xavier where I went in High School,” Gilbert beams.
Gibo in the Dasma Community
While his “primary community” is Tarlac which he represented in Congress, Gilbert professes admiration and awe to his community in Dasmarinas Village. In fact, he hails Dasmarinas Village as model village that can and should be replicated all over the country.
“Dasma is an ideal community – this is what you want other communities to be like. The privilege of living in Dasma gives me a clear view of how communities elsewhere should be developed. Dasma has the best urban planning, governance, safety and security and facilities,” he stresses.
“Dasma successfully practices cooperative governance,” Gilbert adds.
He argues that quasi-autonomous communities like Dasmarinas Village eases the pressures on the resources of local governments (LGUs). And when this happens, LGUs can concentrate on better providing services to other community members.
“The privilege of living in Dasma has given me a clear goal to work for and that is to help build self-sustaining communities so that national and local governments can allocate resources to basic goods and services to those who need them most,” Gilbert says.
He however confesses that he has not been an active community member given the nature of his work. He even laments that he does not have quality time with his friends in the village. But he is very thankful to village members for understanding him.
“I thank the Dasma community because it is a great community. I have very good and understanding neighbors,” he says.
Friday, August 28, 2009
Saturday, August 8, 2009
Generation O: a more skin-involved Filipina – thanks to Olay
by Ronald Jabal
Gone are the times when Filipinas look to beauty products as luxuries- looking at facial creams and moisturizers as vanity run amuck. The modern Pinay no longer sees skin whitening and anti-ageing solutions as the playground of the elite. Now more than ever, the Cosmo Pinay looks at beauty products as a basic necessity – a staple in daily living inside and outside homes.
What we have now are the Generation O Filipinas – women who turn to Olay products to pamper themselves by availing of the best skin care products aimed at enhancing and improving their natural beauty.
It is not difficult to believe, therefore, that thousands of women lined up in the recent launch of Procter & Gamble’s newest addition to the boutiques of Olay products – the Olay Regenerist.
The Olay Regenerist regimen consists of five products Regenerating Serum; Regenerating Cream, with SPF 15; Night Firming Cream; Eye Lifting Serum, and Regenerist Cleanser.
And since the launch women continue to make a beehive to these products thanks to the very successful highly targeted campaigns of P&G.
Paulo Tirol, Assistant brand Manager of P&G said they programmed and implemented a highly targeted campaign for Olay Regenerist to differentiate this new anti-ageing product from another boutique called Total Effects which was launched two years ago.
While Total Effects combated multiple signs of skin ageing in just one bottle which appeal to women “on the go”, Olay Regenerist is a laser less option that reduces lines and wrinkles at a fraction of a cost of laser treatments thereby appealing to a different Pinay consumer.
“Total Effects are most appealing to women who wish to prevent seven (7) signs of skin ageing by just using one product as this is not only economical but friendly to busy women as well” Tirol said.
“On the other hand, Olay Regenerist are for women who are more skin involved; who really like to pamper skin; who know about lasers; who know about standards; who look for products that will make her more beautiful without hurting the purse too much,” he added.
The science behind Olay Regenerist
Olay Regenerist represents a revolution in anti-aging as it utilizes the science behind laser treatments to give women dramatically younger-looking skin.
Laser anti-aging treatments actually make use of the skin’s wound-healing ability to reduce lines and wrinkles.
They deliberately create micro-wounds in the skin cells, triggering the production of amino-peptides, which instruct the skin to produce proteins like collagen and elastin that result in firmer, smoother skin.
Olay Regenerist contains an exclusive Amino-Peptide Complex that includes pal-KTTKS, an amino-peptide potent enough to stimulate the production of structural proteins and trigger a boost in collagen levels all by itself, thereby mimicking the effects of laser therapy.
Together with Carnosine, a powerful amino-peptide antioxidant, and a potent combination of proven anti-aging ingredients such as Niacinamide (Vitamin B3), Allantoin, Pro-Vitamin B5, Vitamin E and Green Tea Extract, Olay Regenerist can be a woman’s laser-less anti-aging solution.
“For women who aren’t quite ready for clinical treatments, Olay Regenerist can be an option because it harnesses the same science of cell regeneration behind laser treatments to reduce lines and wrinkles.
Imagine if you could have the power of laser at your fingertips,” says Tirol, adding “With Olay Regenerist, you get the similar benefits for a fraction of the price of laser treatment. It’s also non-greasy; it absorbs very easily; the scent is very gentle and subtle so it’s something that woman will really love”.
Demand for anti-ageing
Despite Pinay’s apparent obsession with skin whitening, there remains huge unmet need for anti-ageing products such as Olay Regenerist.
Anna Legarda, P&G Brand PR Manager discloses that P&G research shows that there was good number of Pinays demanding for anti-ageing products. However, prior to the launch of P&G’s anti-ageing products, there was a dearth of this type of products in the local market.
Hence, in the absence of very good anti-ageing products, a number of consumers resort to using other beauty products even skin whitening solutions to solve signs of skin ageing.
“So when we entered the market, our strategy was to grow the anti ageing category and to create educational awareness programs relevant to the need of the market,” Legarda said.
Growing the anti-ageing consumer base
To grow and further expand Olay Regenerist’s market, P&G rolled out a highly strategic campaign programming. Responsive and sensitive to the needs of Filipinas, the campaign zeroed in on the benefits and value of using Olay Regenerist.
“Our products are designed around women’s needs – that’s how we innovate our products. And because we have intimate knowledge of what women wants and needs, we are able to develop products such as Olay Regenerist that truly responds to needs of our consumers” Tirol said.
“We don’t use age ranges or economic status as primary drivers of our campaigns. We promote end-results and outcomes of continued patronage of our products to show that Olay Regenerist really works to reduce lines and wrinkles,” Legarda added.
In rolling out its campaigns, P&G focuses on the creative peg that Olay Regenerist is the “laserless option” to reduce lines and wrinkles.
“We had to give a lot of emphasis on advanced technology and the science behind Olay Regenerist because we know our consumers are very intelligent. They are widely read on beauty technologies and cannot easily be fooled by mere gimmickry. What we did was just to deliver the right message to the right audiences", Tirol stressed.
Multi-platform, multi-channel strategy
P&G used a variety of channels in their media mix to achieve their goal of increased awareness and consumption. It was indeed a multi-media campaign spectacle.
To create big bang, TV advertisements, using its brand Ambassador Tweety De Leon, were utilized. Placements in newspapers and magazines provided major consumer pulls. Even web technologies were utilized to generate leads and inculcate Olay Regenerist brand consciousness. “We needed to use several channels and points of contact as we cater to highly evolved skin connoisseurs. These are women who read a lot on skin care; who read magazines, websites, newspaper, watch particular TV shows and cable programs,” Tirol said.
However, what made Olay Regenerist a huge success was its adoption of interpersonal medium to push products to consumers. Store activities remained the biggest activity. P&G gave Olay Regenerist more premium store location and spruced up the location to have the look and feel of prestige.
The legions of beauty consultants and the throngs of beauty ambassadors coming from major fashion and sports circles, business community, political arena and other top-level society influencers clearly also spelled the difference for the brand.
“The buzz generated from endorsements from key opinion-makers on top of our carefully selected media placements made Olay Regenerist a byword in anti-ageing treatments in the country,” Legarda said. “Our highly trained beauty consultants who intelligently and sensitively respond to our consumers provided the tipping point,” Tirol stressed.
“And when our beauty consultants talk to them, they will not talk about Olay Regenerist fighting seven (7) signs or multiple signs of skin ageing. They will always talk about advance technology; benchmarking the product with advance technology such as lasers. On top of this, they will talk about dramatic results without dramatic measures,” Tirol added.
Legarda beamed, “this is what we call holistic marketing – targeting audiences with the right audiences and meeting the needs of our consumers. We intimately know who they are and we simply cater to their needs through strategic campaigns that we know will produce effective results, hence it is not very difficult to believe Olay has been the number 1in the market since its re-launch”.
Generation Olay through the years
And the current crisis has not produced major impact on the brand. While there is a felt slow down in the skin care industry, P&G believes its Pinay consumers remained loyal and has continued to patronize Olay Regenerist and other Olay products - after all they say Olay is a brand for all generations
“It has always been our mission to offer superior product and value to our consumers. Olay products may not be the cheapest but our brand has been sustained by Filipina consumers because it has always delivered its promise. From women of yesteryears up to now, Filipinas have trusted Olay products,” Tirol said.
Indeed, the Filipina of today proudly belongs to Generation Olay
Gone are the times when Filipinas look to beauty products as luxuries- looking at facial creams and moisturizers as vanity run amuck. The modern Pinay no longer sees skin whitening and anti-ageing solutions as the playground of the elite. Now more than ever, the Cosmo Pinay looks at beauty products as a basic necessity – a staple in daily living inside and outside homes.
What we have now are the Generation O Filipinas – women who turn to Olay products to pamper themselves by availing of the best skin care products aimed at enhancing and improving their natural beauty.
It is not difficult to believe, therefore, that thousands of women lined up in the recent launch of Procter & Gamble’s newest addition to the boutiques of Olay products – the Olay Regenerist.
The Olay Regenerist regimen consists of five products Regenerating Serum; Regenerating Cream, with SPF 15; Night Firming Cream; Eye Lifting Serum, and Regenerist Cleanser.
And since the launch women continue to make a beehive to these products thanks to the very successful highly targeted campaigns of P&G.
Paulo Tirol, Assistant brand Manager of P&G said they programmed and implemented a highly targeted campaign for Olay Regenerist to differentiate this new anti-ageing product from another boutique called Total Effects which was launched two years ago.
While Total Effects combated multiple signs of skin ageing in just one bottle which appeal to women “on the go”, Olay Regenerist is a laser less option that reduces lines and wrinkles at a fraction of a cost of laser treatments thereby appealing to a different Pinay consumer.
“Total Effects are most appealing to women who wish to prevent seven (7) signs of skin ageing by just using one product as this is not only economical but friendly to busy women as well” Tirol said.
“On the other hand, Olay Regenerist are for women who are more skin involved; who really like to pamper skin; who know about lasers; who know about standards; who look for products that will make her more beautiful without hurting the purse too much,” he added.
The science behind Olay Regenerist
Olay Regenerist represents a revolution in anti-aging as it utilizes the science behind laser treatments to give women dramatically younger-looking skin.
Laser anti-aging treatments actually make use of the skin’s wound-healing ability to reduce lines and wrinkles.
They deliberately create micro-wounds in the skin cells, triggering the production of amino-peptides, which instruct the skin to produce proteins like collagen and elastin that result in firmer, smoother skin.
Olay Regenerist contains an exclusive Amino-Peptide Complex that includes pal-KTTKS, an amino-peptide potent enough to stimulate the production of structural proteins and trigger a boost in collagen levels all by itself, thereby mimicking the effects of laser therapy.
Together with Carnosine, a powerful amino-peptide antioxidant, and a potent combination of proven anti-aging ingredients such as Niacinamide (Vitamin B3), Allantoin, Pro-Vitamin B5, Vitamin E and Green Tea Extract, Olay Regenerist can be a woman’s laser-less anti-aging solution.
“For women who aren’t quite ready for clinical treatments, Olay Regenerist can be an option because it harnesses the same science of cell regeneration behind laser treatments to reduce lines and wrinkles.
Imagine if you could have the power of laser at your fingertips,” says Tirol, adding “With Olay Regenerist, you get the similar benefits for a fraction of the price of laser treatment. It’s also non-greasy; it absorbs very easily; the scent is very gentle and subtle so it’s something that woman will really love”.
Demand for anti-ageing
Despite Pinay’s apparent obsession with skin whitening, there remains huge unmet need for anti-ageing products such as Olay Regenerist.
Anna Legarda, P&G Brand PR Manager discloses that P&G research shows that there was good number of Pinays demanding for anti-ageing products. However, prior to the launch of P&G’s anti-ageing products, there was a dearth of this type of products in the local market.
Hence, in the absence of very good anti-ageing products, a number of consumers resort to using other beauty products even skin whitening solutions to solve signs of skin ageing.
“So when we entered the market, our strategy was to grow the anti ageing category and to create educational awareness programs relevant to the need of the market,” Legarda said.
Growing the anti-ageing consumer base
To grow and further expand Olay Regenerist’s market, P&G rolled out a highly strategic campaign programming. Responsive and sensitive to the needs of Filipinas, the campaign zeroed in on the benefits and value of using Olay Regenerist.
“Our products are designed around women’s needs – that’s how we innovate our products. And because we have intimate knowledge of what women wants and needs, we are able to develop products such as Olay Regenerist that truly responds to needs of our consumers” Tirol said.
“We don’t use age ranges or economic status as primary drivers of our campaigns. We promote end-results and outcomes of continued patronage of our products to show that Olay Regenerist really works to reduce lines and wrinkles,” Legarda added.
In rolling out its campaigns, P&G focuses on the creative peg that Olay Regenerist is the “laserless option” to reduce lines and wrinkles.
“We had to give a lot of emphasis on advanced technology and the science behind Olay Regenerist because we know our consumers are very intelligent. They are widely read on beauty technologies and cannot easily be fooled by mere gimmickry. What we did was just to deliver the right message to the right audiences", Tirol stressed.
Multi-platform, multi-channel strategy
P&G used a variety of channels in their media mix to achieve their goal of increased awareness and consumption. It was indeed a multi-media campaign spectacle.
To create big bang, TV advertisements, using its brand Ambassador Tweety De Leon, were utilized. Placements in newspapers and magazines provided major consumer pulls. Even web technologies were utilized to generate leads and inculcate Olay Regenerist brand consciousness. “We needed to use several channels and points of contact as we cater to highly evolved skin connoisseurs. These are women who read a lot on skin care; who read magazines, websites, newspaper, watch particular TV shows and cable programs,” Tirol said.
However, what made Olay Regenerist a huge success was its adoption of interpersonal medium to push products to consumers. Store activities remained the biggest activity. P&G gave Olay Regenerist more premium store location and spruced up the location to have the look and feel of prestige.
The legions of beauty consultants and the throngs of beauty ambassadors coming from major fashion and sports circles, business community, political arena and other top-level society influencers clearly also spelled the difference for the brand.
“The buzz generated from endorsements from key opinion-makers on top of our carefully selected media placements made Olay Regenerist a byword in anti-ageing treatments in the country,” Legarda said. “Our highly trained beauty consultants who intelligently and sensitively respond to our consumers provided the tipping point,” Tirol stressed.
“And when our beauty consultants talk to them, they will not talk about Olay Regenerist fighting seven (7) signs or multiple signs of skin ageing. They will always talk about advance technology; benchmarking the product with advance technology such as lasers. On top of this, they will talk about dramatic results without dramatic measures,” Tirol added.
Legarda beamed, “this is what we call holistic marketing – targeting audiences with the right audiences and meeting the needs of our consumers. We intimately know who they are and we simply cater to their needs through strategic campaigns that we know will produce effective results, hence it is not very difficult to believe Olay has been the number 1in the market since its re-launch”.
Generation Olay through the years
And the current crisis has not produced major impact on the brand. While there is a felt slow down in the skin care industry, P&G believes its Pinay consumers remained loyal and has continued to patronize Olay Regenerist and other Olay products - after all they say Olay is a brand for all generations
“It has always been our mission to offer superior product and value to our consumers. Olay products may not be the cheapest but our brand has been sustained by Filipina consumers because it has always delivered its promise. From women of yesteryears up to now, Filipinas have trusted Olay products,” Tirol said.
Indeed, the Filipina of today proudly belongs to Generation Olay
Saturday, July 4, 2009
Hyundai is the new Kid to beat on the block
by Ronald Jabal
Hyundai is no longer just a new kid on the block in the highly competitive global automotive industry. It has become the new kid to beat on the block.
Today, Hyundai is the world’s 5th largest automaker: a leapfrog from the 11th spot in 1999 and 6th place in 2006.
It has also gained nine percent on global brand value which is equivalent to a tag of US$4.8 billion pushing Hyundai to rank 8 in the list of most valuable automotive brands and distinguished Hyundai as the second fastest growing automotive brands in the world.
In the Philippines, Hyundai cars are the 4th leading best-seller – the only Korean brand in the top 5 rankings dominated mostly by Japanese brands.
Indeed, this is quite a feat considering seven years back, Hyundai in the Philippines, through the Starex vans, were merely a “backyard” operations – as vans were sold through the gray market – no showroom, no dealers, no after-sales service – where customer service was literally unheard of.
The gray market of the 1990s and turning of the tide in 2001
Hyundai is a fairly recent phenomenon in the Philippines. In the 1990s, Hyundai entered the local market through its Starex vans. The Starex, with its aerodynamic, European-inspired design characterized by its bullet nose, sleek exterior, stylish and roomy interior, captured the taste of car enthusiasts- especially families who were on the look-out for “get-away” cars – vehicles that they can drive everywhere and that can carry family members “in comfort and style”.
Starex became a brand of choice for vans. Then, Starex was more popular than Hyundai as people professed affection more to “Starex” than expressed affinity with the car manufacturer.
Unfortunately, the Starex vans in the 90s were introduced via the gray market – through importers who lacked quality control and after sales service. There were no dealers to go to when owners had some questions about the vans – there were simply nothing to turn to post-purchase of the vehicles.
This sorry state was not for long.
In 2001, Hyundai Asia Resources Inc. (HARI) was born and became the official Philippine distributor of Hyundai in the Philippines.
Ms. Ma. Fe Agudo, EVP & COO of HARI said they saw a huge opportunity to further grow Hyundai as a brand in the country and was not deterred by the presence of the gray market. The loyalty created by the Starex vans in 90s was made as a jump off point to introduce more car brands other than Starex.
“It’s the Hyundai Starex that really cemented Hyundai’s status as one of the leading automotive brands in the country, especially in the Passenger Van segment and we capitalized on this brand loyalty to further expand Hyundai’s presence in the Philippines… and since 2001 we have not looked back. ” Agudo says.
Reaping success
Three years following its birth in 2001, HARI already showed great promise as a competitive Hyundai distributor by posting steady growth from 2002 to 2004. As its actual sales gradually edged closer to its target sales, HARI gained the momentum to take its distributorship efforts to the next level, Agudo says.
With an aim to corner 5% market share by the end of 2005, HARI underwent a major transition in its fifth year, beefing up its operations with a more diverse product lineup, improved customer service, and stronger dealership presence.
Aggressively enough, HARI clinched its mission and attained 5% market share ending 2005, with a total of 4,924 units sold, which represents a 103% growth rate from its 2004 tally of 2,426 units. And from the 11th spot in 2003, Hyundai moved up to number 6 in overall rankings in 2005, making Hyundai the fastest growing automotive brand.
HARI’s drive never stopped since, posting achievement rates of 91% to a high of 118% from 2005 to 2008.
HARI’s yearly growth in industry sales following a phenomenal 2005 performance also kept its position as a challenger brand even stronger. Now, Hyundai joins the ranks of leading automotive brands as it currently holds the Top 4 position—the only Korean brand to ever be placed in the roster of Top 5 best-selling automotive brands, which is usually dominated by Japanese brands.
“We have many vehicles that have catapulted Hyundai to the success it enjoys today. These include the Tucson, positioned as the unforgivably affordable SUV; the Santa Fe, the SUV that sports both beauty and brawn, making it a favorite among SUV aficionados; the Accent, the phenomenal fuel-efficient diesel sedan; the i10 and Getz, small cars that are big shots when it comes to performance. Aside from our vehicle offerings, our introduction of Hyundai’s signature CRDi, or Common Rail Direct Injection diesel engine technology, remarkably established Hyundai as a formidable brand when it comes to fuel-efficient engine performance,” Agudo beams with pride.
Building brands through the years
The success of the Hyundai cars in the Philippines is rooted on a very clear message: it is a brand promise delivered. Agudo says HARI, using a very lean but highly creative in-house advertising, PR, events and marketing talents, have managed to come up with media plans and channel mixes that have targeted its expanding customer base.
“We have always been strategic in our placements. We know who are our existing and prospective clients and customers. We deeply know what motivates them to buy our cars; hence we are able to maximize our marketing budget through very tailor-fitted campaigns. Our message is clear and simple: Hyundai stands for refinement and confidence,” Agudo says.
The HARI official explained “refinement” can be found in the evolving designs of Hyundai vehicles: their sophistication reflects the lifestyle of Hyundai’s customers—progressive, fun, exciting, creative, and pace-setting.
She said “confidence” is about Hyundai’s commitment to excellence in product and service quality, the motorist’s safety and well-being, and its environment-friendly technologies.
What set HARI apart, as well, was its valiant effort to focus its campaigns on technology – offering superior quality by incorporating science and technology to the sassy look and feel of Hyundai’s current roster of vehicles.
Targeted at discerning, or even “unbelieving” motorists, the campaign for Hyundai’s CRDi, or Common Rail Direct Injection diesel engine technology, which was launched in 2004, was instrumental in highlighting Hyundai’s engineering integrity and its capability in building quality automobiles, Agudo discloses.
Hyundai’s introduction of its very own CRDi engine heralded the Korean automaker’s response to make cars more efficient by incorporating a diesel engine that combines qualities like exceptional power and fuel economy, lesser toxic emissions, and reduced NVH (noise, vibration, and harshness)—a far cry from diesel engines of the past.
“By standardizing our ad materials with our own CRDi logos and sustaining the mother campaign for the CRDi with press releases about our vehicle offerings powered with the said engine, production of product and corporate TV commercials, as well as other below-the-line activities, we have successfully captured the market’s attention toward Hyundai’s strides in technology with such constancy that now, customers themselves equate CRDi to Hyundai,” Agudo says.
She adds, “At the rate that we’re going, securing the Top 4 position and being the only Korean brand in the Top 5 rankings dominated mostly by Japanese brands, I believe that we’re on the right track"
Hyundai is no longer just a new kid on the block in the highly competitive global automotive industry. It has become the new kid to beat on the block.
Today, Hyundai is the world’s 5th largest automaker: a leapfrog from the 11th spot in 1999 and 6th place in 2006.
It has also gained nine percent on global brand value which is equivalent to a tag of US$4.8 billion pushing Hyundai to rank 8 in the list of most valuable automotive brands and distinguished Hyundai as the second fastest growing automotive brands in the world.
In the Philippines, Hyundai cars are the 4th leading best-seller – the only Korean brand in the top 5 rankings dominated mostly by Japanese brands.
Indeed, this is quite a feat considering seven years back, Hyundai in the Philippines, through the Starex vans, were merely a “backyard” operations – as vans were sold through the gray market – no showroom, no dealers, no after-sales service – where customer service was literally unheard of.
The gray market of the 1990s and turning of the tide in 2001
Hyundai is a fairly recent phenomenon in the Philippines. In the 1990s, Hyundai entered the local market through its Starex vans. The Starex, with its aerodynamic, European-inspired design characterized by its bullet nose, sleek exterior, stylish and roomy interior, captured the taste of car enthusiasts- especially families who were on the look-out for “get-away” cars – vehicles that they can drive everywhere and that can carry family members “in comfort and style”.
Starex became a brand of choice for vans. Then, Starex was more popular than Hyundai as people professed affection more to “Starex” than expressed affinity with the car manufacturer.
Unfortunately, the Starex vans in the 90s were introduced via the gray market – through importers who lacked quality control and after sales service. There were no dealers to go to when owners had some questions about the vans – there were simply nothing to turn to post-purchase of the vehicles.
This sorry state was not for long.
In 2001, Hyundai Asia Resources Inc. (HARI) was born and became the official Philippine distributor of Hyundai in the Philippines.
Ms. Ma. Fe Agudo, EVP & COO of HARI said they saw a huge opportunity to further grow Hyundai as a brand in the country and was not deterred by the presence of the gray market. The loyalty created by the Starex vans in 90s was made as a jump off point to introduce more car brands other than Starex.
“It’s the Hyundai Starex that really cemented Hyundai’s status as one of the leading automotive brands in the country, especially in the Passenger Van segment and we capitalized on this brand loyalty to further expand Hyundai’s presence in the Philippines… and since 2001 we have not looked back. ” Agudo says.
Reaping success
Three years following its birth in 2001, HARI already showed great promise as a competitive Hyundai distributor by posting steady growth from 2002 to 2004. As its actual sales gradually edged closer to its target sales, HARI gained the momentum to take its distributorship efforts to the next level, Agudo says.
With an aim to corner 5% market share by the end of 2005, HARI underwent a major transition in its fifth year, beefing up its operations with a more diverse product lineup, improved customer service, and stronger dealership presence.
Aggressively enough, HARI clinched its mission and attained 5% market share ending 2005, with a total of 4,924 units sold, which represents a 103% growth rate from its 2004 tally of 2,426 units. And from the 11th spot in 2003, Hyundai moved up to number 6 in overall rankings in 2005, making Hyundai the fastest growing automotive brand.
HARI’s drive never stopped since, posting achievement rates of 91% to a high of 118% from 2005 to 2008.
HARI’s yearly growth in industry sales following a phenomenal 2005 performance also kept its position as a challenger brand even stronger. Now, Hyundai joins the ranks of leading automotive brands as it currently holds the Top 4 position—the only Korean brand to ever be placed in the roster of Top 5 best-selling automotive brands, which is usually dominated by Japanese brands.
“We have many vehicles that have catapulted Hyundai to the success it enjoys today. These include the Tucson, positioned as the unforgivably affordable SUV; the Santa Fe, the SUV that sports both beauty and brawn, making it a favorite among SUV aficionados; the Accent, the phenomenal fuel-efficient diesel sedan; the i10 and Getz, small cars that are big shots when it comes to performance. Aside from our vehicle offerings, our introduction of Hyundai’s signature CRDi, or Common Rail Direct Injection diesel engine technology, remarkably established Hyundai as a formidable brand when it comes to fuel-efficient engine performance,” Agudo beams with pride.
Building brands through the years
The success of the Hyundai cars in the Philippines is rooted on a very clear message: it is a brand promise delivered. Agudo says HARI, using a very lean but highly creative in-house advertising, PR, events and marketing talents, have managed to come up with media plans and channel mixes that have targeted its expanding customer base.
“We have always been strategic in our placements. We know who are our existing and prospective clients and customers. We deeply know what motivates them to buy our cars; hence we are able to maximize our marketing budget through very tailor-fitted campaigns. Our message is clear and simple: Hyundai stands for refinement and confidence,” Agudo says.
The HARI official explained “refinement” can be found in the evolving designs of Hyundai vehicles: their sophistication reflects the lifestyle of Hyundai’s customers—progressive, fun, exciting, creative, and pace-setting.
She said “confidence” is about Hyundai’s commitment to excellence in product and service quality, the motorist’s safety and well-being, and its environment-friendly technologies.
What set HARI apart, as well, was its valiant effort to focus its campaigns on technology – offering superior quality by incorporating science and technology to the sassy look and feel of Hyundai’s current roster of vehicles.
Targeted at discerning, or even “unbelieving” motorists, the campaign for Hyundai’s CRDi, or Common Rail Direct Injection diesel engine technology, which was launched in 2004, was instrumental in highlighting Hyundai’s engineering integrity and its capability in building quality automobiles, Agudo discloses.
Hyundai’s introduction of its very own CRDi engine heralded the Korean automaker’s response to make cars more efficient by incorporating a diesel engine that combines qualities like exceptional power and fuel economy, lesser toxic emissions, and reduced NVH (noise, vibration, and harshness)—a far cry from diesel engines of the past.
“By standardizing our ad materials with our own CRDi logos and sustaining the mother campaign for the CRDi with press releases about our vehicle offerings powered with the said engine, production of product and corporate TV commercials, as well as other below-the-line activities, we have successfully captured the market’s attention toward Hyundai’s strides in technology with such constancy that now, customers themselves equate CRDi to Hyundai,” Agudo says.
She adds, “At the rate that we’re going, securing the Top 4 position and being the only Korean brand in the Top 5 rankings dominated mostly by Japanese brands, I believe that we’re on the right track"
Tuesday, June 23, 2009
Philippines' Control of Corruption and Rule of Law lowest in Asia
by Ronald Jabal
The Philippines is considered a “soft state” in world governance as public sector institutions remain very week. The country ranks last in Control of Corruption and Rule of Law.
This was based on the most recent World Governance Indicators (WGI) quoted in the Philippine Human Development Report 2008/2009 produced by the Human Development Network (HDN).
Th WGI measures rule of law, control of corruption, regulatory quality, government effectiveness, political stability and voice and accountability around the world.
Based on the latest data, the Philippines’ ranking has decreased between 1996 and 2007.
Its largest decreases have been in Control of Corruption (45.1 to 22.2 – a decrease of 22.9); Rule of Law (54.8 to 33.8 – a decrease of 21).
Other rankings are as follows:
Political stability/absence of violence – 29.8 to 10.1 (decrease of 19.7)
Regulatory Quality – 67.8 to 50.5 (decrease of 17.3)
Voice and accountability – 53.6 to 43.3 ( decrease of 10.3)
Government effectiveness – 60.2 to 56.4 (decrease of 3.8)
When compared to Singapore, Brunei, Malaysia, Thailand, China, Vietnam, Indonesia, the Philippines comes in dead last in Control of Corruption and Political Stability; second to the last in Rule of Law and third to the last in Government Effectiveness.
It is ranked highest in Voice and Accountability – a category where all the comparator countries fall below the 50th percentile in the world governance index.
The Philippines is considered a “soft state” in world governance as public sector institutions remain very week. The country ranks last in Control of Corruption and Rule of Law.
This was based on the most recent World Governance Indicators (WGI) quoted in the Philippine Human Development Report 2008/2009 produced by the Human Development Network (HDN).
Th WGI measures rule of law, control of corruption, regulatory quality, government effectiveness, political stability and voice and accountability around the world.
Based on the latest data, the Philippines’ ranking has decreased between 1996 and 2007.
Its largest decreases have been in Control of Corruption (45.1 to 22.2 – a decrease of 22.9); Rule of Law (54.8 to 33.8 – a decrease of 21).
Other rankings are as follows:
Political stability/absence of violence – 29.8 to 10.1 (decrease of 19.7)
Regulatory Quality – 67.8 to 50.5 (decrease of 17.3)
Voice and accountability – 53.6 to 43.3 ( decrease of 10.3)
Government effectiveness – 60.2 to 56.4 (decrease of 3.8)
When compared to Singapore, Brunei, Malaysia, Thailand, China, Vietnam, Indonesia, the Philippines comes in dead last in Control of Corruption and Political Stability; second to the last in Rule of Law and third to the last in Government Effectiveness.
It is ranked highest in Voice and Accountability – a category where all the comparator countries fall below the 50th percentile in the world governance index.
Mining the Field through Market Research
by Ronald Jabal
No action is more important in deciding whether to launch a new product, size up competition, determine market share, measure perception, reinvent image than conducting research.
It precedes action. It antedates decisions.
In the era of cut-throat and more often than not dizzying horizontal and vertical competition where innovation and quality; appropriate price and stylish product packaging; and persuasive corporate imaging and messaging, TSL – or the Tingin sa Langit approach is a cardinal sin to be avoided all the time and at all cost.
Today, “gut feel” has no place. Field research –where first hand information is gathered from primary users or consumers, rules!
It is through field research that companies are able to determine “what’s next”, “what to do” and “how to do it”. Results of field research become the basis of “actionable” jump off points of businesses – allowing them to tailor-fit marketing budgets; identify market opportunities and challenges before plunging into the market.
However, field research is not easy. Hence, instead of simply conducting arm-chair market scrutiny, it has become imperative for businesses – big and small – to get the services of professional market research outfit.
“While it sounds self-serving, businesses are better off by hiring professional outfits to do market research to fully understand the challenges being faced by their respective businesses,” declares Ms. Zon Langrio, Operations Director - TNS Philippines – one of the leading market research outfits in the country.
She underscores the supreme benefits of field research in today’s business operations.
“Going straight to consumers enables the marketers/or the client companies to better understand the consumption habits of their target consumers. They are able to position their products better,” Langrio stresses.
Doing the scientific way
Market research is a scientific way of using the principles of sampling to get a “read of information” from a subset of the population to infer or make hypothesis about the bigger population. It is both time and cost efficient way of getting the “pulse of the people” without needing to get the information from everyone.
“If not done properly, or not done at all, research is the cheapest mistake a company can make when deciding to give a go signal on a new product, a new advertising campaign or strategic brand positioning initiatives” Langrio says.
Langrio, however, discloses that there are limitations to field research. Among others, research is based on perception, “where we usually accept what respondents claim”.
She added undertaking research is time consuming, costly and requites a good sampling technique hence the data gather reflect the attitudes and consumption patterns of the consumers
One of the biggest hurdles that businesses face in conducting research is the budget requirement. “A number of firms are daunted by the amount they need to put in for research without realizing the tremendous benefits they will derive from a professionally-done market research,” Langrio says.
She laments that budget is usually the culprit why businesses either opt not to pursue research or pursue it on its own.
“Market research is very difficult to undertake on their own, given the technical and logistical requirements involved, particularly if the business firm does not have a market research unit which can undertake the research. Not knowing how to use research information as bases for decisions is the usual problem encountered by businesses which strike on its own” Langrio says.
Moreover, identifying the appropriate research method required for the market problem is yet another problem of businesses wanting to save on research budget.
Decisions on which statistical tools, sampling techniques, respondent profile, areas to be covered, design of questionnaire, data processing software, research team (interviewers, supervisors, spot checkers) are also some crucial issues that need to be decided on before undertaking the research – most of which are alien to businesses.
“For the enlightened ones, they commission a market research agency to conduct their fieldwork research. This ensures that their research studies will be undertaken professionally and the data obtained have integrity,” Langrio discloses.
The difference with TNS Philippines
Langrio proudly stresses that TNS Philippines is the leading custom research provider – with close to 30 years of professional market research experience in the country. It is the 2nd largest research company in the world under the Kantar Group. It has a network of about 1000 trained interviewers nationwide and three permanent field offices,( excluding the Metro Manila field office) thereby enabling it to service clients all over the country and undertake research with speed and quality.
“We are proudly ISO-certified, meaning that our operations, processes and procedures confirm to internationally quality standards. We have proprietary business solution software for measuring and tackling consumer attitudes and behaviors. We use in-house interviews directly supervised by our field project coordinators. This ensures tight quality control of field processes and procedures,” Langrio says.
She, however, revealed that conducting market research and servicing clients is never without any hitches. Among the usual problems encountered are managing client expectations, data management and quality, difficult respondents, scheduling and security issues during field work.
“But we at TNS Philippines are able to solve these problems right away given our long and varied experiences in the field. The trust we have gained from clients, the areas we have been, and the people we have interviewed have contributed well to our reputation of being No.1 in the market research in the country,” Langrio says.
Can small businesses afford market research?
Instead of looking at corporate size, funds availability and research budget, every business need to focus on its goal, advises Langrio. “What do they hope to accomplish” –is the question she advises businesses to ask and then look at how they intend to do it – basing their decisions on research.
“When they focus on goals and realize how important research is in accomplishing these goals, budget becomes secondary. Hence, when w are asked if there is a rule of thumb on much budget should be given to research we say there is none” Langrio says.
She added, “Objectives should be very clear and focused. The scope of the research is dependent on where a company is in terms of the life cycle of its products. At introductory stage, one needs only some initial market scan of potential size, likely competitors, marketing structure in terms of pricing promotion and distribution. At growth stage a lot more is needed, like brand health tract, FGDs to get detailed consumer insights; and continuous new product testing for its new products. Typically, brands that struggle (losing shares, losing customers) need to invest more to reverse the trend. Competitive data is also important to be able to compete more intelligently”
Tips tips tips.
Langrio dishes out the following tips:
For small companies: employ a good market research manager who can tailor fit part of your research requirements to your company’s needs and be able to effectively select a good 3rd party agency partner for your strategic info needs. And more importantly, would know how to use/apply results for effective decision making within the company.
For bigger companies: work with best supplier of research service requirement.
“Do not look at actual cost of the project. Look at how much actionable information you get from the study. An experienced full service agency will be able to give you much more information and will help you plan and maximize your budget if you work together,” Langrio recommends, adding conducting research in time with annual
No action is more important in deciding whether to launch a new product, size up competition, determine market share, measure perception, reinvent image than conducting research.
It precedes action. It antedates decisions.
In the era of cut-throat and more often than not dizzying horizontal and vertical competition where innovation and quality; appropriate price and stylish product packaging; and persuasive corporate imaging and messaging, TSL – or the Tingin sa Langit approach is a cardinal sin to be avoided all the time and at all cost.
Today, “gut feel” has no place. Field research –where first hand information is gathered from primary users or consumers, rules!
It is through field research that companies are able to determine “what’s next”, “what to do” and “how to do it”. Results of field research become the basis of “actionable” jump off points of businesses – allowing them to tailor-fit marketing budgets; identify market opportunities and challenges before plunging into the market.
However, field research is not easy. Hence, instead of simply conducting arm-chair market scrutiny, it has become imperative for businesses – big and small – to get the services of professional market research outfit.
“While it sounds self-serving, businesses are better off by hiring professional outfits to do market research to fully understand the challenges being faced by their respective businesses,” declares Ms. Zon Langrio, Operations Director - TNS Philippines – one of the leading market research outfits in the country.
She underscores the supreme benefits of field research in today’s business operations.
“Going straight to consumers enables the marketers/or the client companies to better understand the consumption habits of their target consumers. They are able to position their products better,” Langrio stresses.
Doing the scientific way
Market research is a scientific way of using the principles of sampling to get a “read of information” from a subset of the population to infer or make hypothesis about the bigger population. It is both time and cost efficient way of getting the “pulse of the people” without needing to get the information from everyone.
“If not done properly, or not done at all, research is the cheapest mistake a company can make when deciding to give a go signal on a new product, a new advertising campaign or strategic brand positioning initiatives” Langrio says.
Langrio, however, discloses that there are limitations to field research. Among others, research is based on perception, “where we usually accept what respondents claim”.
She added undertaking research is time consuming, costly and requites a good sampling technique hence the data gather reflect the attitudes and consumption patterns of the consumers
One of the biggest hurdles that businesses face in conducting research is the budget requirement. “A number of firms are daunted by the amount they need to put in for research without realizing the tremendous benefits they will derive from a professionally-done market research,” Langrio says.
She laments that budget is usually the culprit why businesses either opt not to pursue research or pursue it on its own.
“Market research is very difficult to undertake on their own, given the technical and logistical requirements involved, particularly if the business firm does not have a market research unit which can undertake the research. Not knowing how to use research information as bases for decisions is the usual problem encountered by businesses which strike on its own” Langrio says.
Moreover, identifying the appropriate research method required for the market problem is yet another problem of businesses wanting to save on research budget.
Decisions on which statistical tools, sampling techniques, respondent profile, areas to be covered, design of questionnaire, data processing software, research team (interviewers, supervisors, spot checkers) are also some crucial issues that need to be decided on before undertaking the research – most of which are alien to businesses.
“For the enlightened ones, they commission a market research agency to conduct their fieldwork research. This ensures that their research studies will be undertaken professionally and the data obtained have integrity,” Langrio discloses.
The difference with TNS Philippines
Langrio proudly stresses that TNS Philippines is the leading custom research provider – with close to 30 years of professional market research experience in the country. It is the 2nd largest research company in the world under the Kantar Group. It has a network of about 1000 trained interviewers nationwide and three permanent field offices,( excluding the Metro Manila field office) thereby enabling it to service clients all over the country and undertake research with speed and quality.
“We are proudly ISO-certified, meaning that our operations, processes and procedures confirm to internationally quality standards. We have proprietary business solution software for measuring and tackling consumer attitudes and behaviors. We use in-house interviews directly supervised by our field project coordinators. This ensures tight quality control of field processes and procedures,” Langrio says.
She, however, revealed that conducting market research and servicing clients is never without any hitches. Among the usual problems encountered are managing client expectations, data management and quality, difficult respondents, scheduling and security issues during field work.
“But we at TNS Philippines are able to solve these problems right away given our long and varied experiences in the field. The trust we have gained from clients, the areas we have been, and the people we have interviewed have contributed well to our reputation of being No.1 in the market research in the country,” Langrio says.
Can small businesses afford market research?
Instead of looking at corporate size, funds availability and research budget, every business need to focus on its goal, advises Langrio. “What do they hope to accomplish” –is the question she advises businesses to ask and then look at how they intend to do it – basing their decisions on research.
“When they focus on goals and realize how important research is in accomplishing these goals, budget becomes secondary. Hence, when w are asked if there is a rule of thumb on much budget should be given to research we say there is none” Langrio says.
She added, “Objectives should be very clear and focused. The scope of the research is dependent on where a company is in terms of the life cycle of its products. At introductory stage, one needs only some initial market scan of potential size, likely competitors, marketing structure in terms of pricing promotion and distribution. At growth stage a lot more is needed, like brand health tract, FGDs to get detailed consumer insights; and continuous new product testing for its new products. Typically, brands that struggle (losing shares, losing customers) need to invest more to reverse the trend. Competitive data is also important to be able to compete more intelligently”
Tips tips tips.
Langrio dishes out the following tips:
For small companies: employ a good market research manager who can tailor fit part of your research requirements to your company’s needs and be able to effectively select a good 3rd party agency partner for your strategic info needs. And more importantly, would know how to use/apply results for effective decision making within the company.
For bigger companies: work with best supplier of research service requirement.
“Do not look at actual cost of the project. Look at how much actionable information you get from the study. An experienced full service agency will be able to give you much more information and will help you plan and maximize your budget if you work together,” Langrio recommends, adding conducting research in time with annual
Thursday, June 11, 2009
thru Buzz Power: Charantia regains and retains top spot
by Ronald Jabal
A sweet comeback from the bitter veggie.
No popular actor/actress endorsing it. No splashy and high-budgeted ads to resurrect it. Just pure buzz from satisfied customers.
This is the story of Charantia – the food supplement made from 100% dried whole Ampalaya – minus the bitter taste. It comes in three variants: the loose tea, tea bags and 500 mg capsules.
Launched in 2001, Charantia – manufactured and marketed by Herbcare Corporation - immediately captured the interest of diabetics specifically and health buffs in general.
The diabetics and their families saw Charantia as a very good food supplement that will help the stabilize sugar levels. It does not have the bitter taste of the actual Ampalaya and it is highly convenient. Health buffs on the other hand saw Charantia as part of their preventive health care regimen.
As a result, Charantia sales skyrocketed. Aided further by carefully targeted tri-media campaign Charantia became a household food supplement brand.
“We were an instant success. Introducing the product to the marketing was a walk in the park. What made it possible was that the DoH had already been campaigning for Ampalaya and we just produced a product from Ampalaya and the market gobbled it. We were simply riding on the DoH campaign and Charantia made it,” said Lito Abelarde, President of Herbcare, the makers of Charantia.
But the success was not without any challenge. “We were, however, a victim of our success,” Abelarde quickly pointed out.
On top of the numerous similar products that cropped up imitating and competing with Charantia, the Department of Health (DoH) issued a circular that “strongly advised all concerned to cease, desist and discontinue any endorsement of ampalaya an alternative treatment for diabetes mellitus”.
This circular confused the public given earlier DoH campaigns promoting the consumption of Ampalaya. The public was further confused with some reports showing diabetic patients unwittingly discontinued taking their prescription drugs and replaced them with ampalaya capsules.
The DoH circular had a huge effect on the consumption of Charantia. Sales went down and the confusion was high. Abelarde, however, said, it was the loyal client of Charantia that kept them afloat.
“Satisfied Charantia users called up radio and TV stations and allowed themselves to be interviewed by the press to show that Charantia made wonders in their illness. Families of diabetics also made numerous public testimonies to promote Charantia. And this kept our
products alive,” Abelarde disclosed.
Abelarde also disclosed that to help clarify issues Herbcare put out advertisements that Charantia is only a food supplement and that diabetics should not be discontinuing their medication. The firm even went beyond by placing “warnings” in their packaging that effectively recommends that those taking Ampalaya supplements should not be stopping/dropping their medication.
Abelarde, however, admits, the power of “buzz” and the volley of statements from satisfied customers coupled with low-key advertisements using real diabetics and doctor statements and a number of educational tours and symposia made possible the continued patronage of the brands during the “confusion stage”.
But the “nightmare” disappeared with the issuance of a new DoH circular that breathed life anew to Ampalaya. The Department of Health (DOH) is now advocating the use of Ampalaya for type-2 diabetes.
Also leading the promotion of Ampalaya, along with other herbal medicinal plants, is the Philippine Institute of Traditional and Alternative Health Care (PITAHC), an inter-agency attached to the Department of Health. PITAHC was created after the Traditional and Alternative Medicine Act was signed into law in 1997.
Among others PITAHC is tasked to spearhead efforts to develop safe, effective and commercially viable herbal products.
The Association of Municipal Health Officers of the Philippines (AMHOP), the organization of over 1,500 doctors running the public health centers, even recommends Charantia to their diabetic patients. This makes Charantia as perhaps the only herbal product recommended by a national medical organization.
“We have even measured through blood sugar tests how our patients improve their sugar after a month of adding this tea to their regimen,” AMHOP past president, Dr. Guia Abad, was quoted to have said.
Their experience with Charantia was so successful that these doctors made it the official food supplement of Operation Diabetes, their DOH-endorsed nationwide diabetes awareness and prevention program. Operation Diabetes backs the creation of diabetic support groups across the country to help curb the rising local incidence of the disease.
While AMHOP’s Operation Diabetes is geared towards the rural areas, a new campaign, being spearheaded by Herbcare, is now focusing on urban centers.
Called the 30-day challenge, the new campaign is an information, education and communication campaign among employees in urban centers, beginning with a number of government offices. It aims to measure the sugar level of participants before and after Charantia is made part of their regular dietary regiment.
“We want to teach participants to be responsible for their health. We work with clinics which invite employees who have diabetes or those suspected from suffering from this disease. We teach them about the value of exercise proper diet and request them to include Charantia in their diet plan. Every week we measure their sugar level and at the end of 30 days they expressed satisfaction as all of them experience lowering of blood sugar. These satisfied customers become our ambassadors. They tell other people about the wonders of Charantia and they too become hooked,” Abelarde said.
Herbcare had to think of very innovative ways to compete in the current food supplement industry. Abelader admits the business environment is now different compared in 2001 when the company launched Charantia.
“We are back with a vengeance. But we are now operating in an industry that has grown so much. Competing with the attention of people is getting to be difficult unlike in 2001 and 2002. We now have to compete to stand out from the clutter as the food supplement industry is one of the fastest growing industry. Our industry also advertises heavily as well. While my competitors invests in big-budget advertisements, we remain prudent. We have to be more creative in pushing our brand through ads,” Abelarde stressed.
And Herbcare may have found the right strokes.Charantia is now sold in the U.S.A., Canada, Mexico, Europe, Japan, Korea and parts of the Middle East. Locally, Charantia is being sold in Mercury Drug and in leading drugstores and supermarkets.
The company is also set to introduce new products. Its second product is Policosanol Prime. Made from a natural substance derived from sugarcane wax, Policosanol Prime can help lower high cholesterol levels without harming the liver even with prolonged use.
Persons with family history of high cholesterol and heart disease, obesity, a sedentary lifestyle and those consuming unhealthy can take Policosanol Prime. Drs William Torres, former director of the Bureau of Food and Drugs and Yolanda Robles, former Dean of the College of Pharmacy UP Manila have both endorsed Policosanol as a potential supplement that could help many individuals manager their high cholesterol levels.
Abelarde said Herbcare will not stop producing food supplement that are clinically proven to help people suffering from diabetes, high cholesterol, hypertension and the like. “We are not in this business just to earn. We are in the business of helping and educating people. And we are very happy that we can help raise consciousness of Filipinos about the value of health care. More than anything else, Herbcare is my advocacy,” he stressed.
.
A sweet comeback from the bitter veggie.
No popular actor/actress endorsing it. No splashy and high-budgeted ads to resurrect it. Just pure buzz from satisfied customers.
This is the story of Charantia – the food supplement made from 100% dried whole Ampalaya – minus the bitter taste. It comes in three variants: the loose tea, tea bags and 500 mg capsules.
Launched in 2001, Charantia – manufactured and marketed by Herbcare Corporation - immediately captured the interest of diabetics specifically and health buffs in general.
The diabetics and their families saw Charantia as a very good food supplement that will help the stabilize sugar levels. It does not have the bitter taste of the actual Ampalaya and it is highly convenient. Health buffs on the other hand saw Charantia as part of their preventive health care regimen.
As a result, Charantia sales skyrocketed. Aided further by carefully targeted tri-media campaign Charantia became a household food supplement brand.
“We were an instant success. Introducing the product to the marketing was a walk in the park. What made it possible was that the DoH had already been campaigning for Ampalaya and we just produced a product from Ampalaya and the market gobbled it. We were simply riding on the DoH campaign and Charantia made it,” said Lito Abelarde, President of Herbcare, the makers of Charantia.
But the success was not without any challenge. “We were, however, a victim of our success,” Abelarde quickly pointed out.
On top of the numerous similar products that cropped up imitating and competing with Charantia, the Department of Health (DoH) issued a circular that “strongly advised all concerned to cease, desist and discontinue any endorsement of ampalaya an alternative treatment for diabetes mellitus”.
This circular confused the public given earlier DoH campaigns promoting the consumption of Ampalaya. The public was further confused with some reports showing diabetic patients unwittingly discontinued taking their prescription drugs and replaced them with ampalaya capsules.
The DoH circular had a huge effect on the consumption of Charantia. Sales went down and the confusion was high. Abelarde, however, said, it was the loyal client of Charantia that kept them afloat.
“Satisfied Charantia users called up radio and TV stations and allowed themselves to be interviewed by the press to show that Charantia made wonders in their illness. Families of diabetics also made numerous public testimonies to promote Charantia. And this kept our
products alive,” Abelarde disclosed.
Abelarde also disclosed that to help clarify issues Herbcare put out advertisements that Charantia is only a food supplement and that diabetics should not be discontinuing their medication. The firm even went beyond by placing “warnings” in their packaging that effectively recommends that those taking Ampalaya supplements should not be stopping/dropping their medication.
Abelarde, however, admits, the power of “buzz” and the volley of statements from satisfied customers coupled with low-key advertisements using real diabetics and doctor statements and a number of educational tours and symposia made possible the continued patronage of the brands during the “confusion stage”.
But the “nightmare” disappeared with the issuance of a new DoH circular that breathed life anew to Ampalaya. The Department of Health (DOH) is now advocating the use of Ampalaya for type-2 diabetes.
Also leading the promotion of Ampalaya, along with other herbal medicinal plants, is the Philippine Institute of Traditional and Alternative Health Care (PITAHC), an inter-agency attached to the Department of Health. PITAHC was created after the Traditional and Alternative Medicine Act was signed into law in 1997.
Among others PITAHC is tasked to spearhead efforts to develop safe, effective and commercially viable herbal products.
The Association of Municipal Health Officers of the Philippines (AMHOP), the organization of over 1,500 doctors running the public health centers, even recommends Charantia to their diabetic patients. This makes Charantia as perhaps the only herbal product recommended by a national medical organization.
“We have even measured through blood sugar tests how our patients improve their sugar after a month of adding this tea to their regimen,” AMHOP past president, Dr. Guia Abad, was quoted to have said.
Their experience with Charantia was so successful that these doctors made it the official food supplement of Operation Diabetes, their DOH-endorsed nationwide diabetes awareness and prevention program. Operation Diabetes backs the creation of diabetic support groups across the country to help curb the rising local incidence of the disease.
While AMHOP’s Operation Diabetes is geared towards the rural areas, a new campaign, being spearheaded by Herbcare, is now focusing on urban centers.
Called the 30-day challenge, the new campaign is an information, education and communication campaign among employees in urban centers, beginning with a number of government offices. It aims to measure the sugar level of participants before and after Charantia is made part of their regular dietary regiment.
“We want to teach participants to be responsible for their health. We work with clinics which invite employees who have diabetes or those suspected from suffering from this disease. We teach them about the value of exercise proper diet and request them to include Charantia in their diet plan. Every week we measure their sugar level and at the end of 30 days they expressed satisfaction as all of them experience lowering of blood sugar. These satisfied customers become our ambassadors. They tell other people about the wonders of Charantia and they too become hooked,” Abelarde said.
Herbcare had to think of very innovative ways to compete in the current food supplement industry. Abelader admits the business environment is now different compared in 2001 when the company launched Charantia.
“We are back with a vengeance. But we are now operating in an industry that has grown so much. Competing with the attention of people is getting to be difficult unlike in 2001 and 2002. We now have to compete to stand out from the clutter as the food supplement industry is one of the fastest growing industry. Our industry also advertises heavily as well. While my competitors invests in big-budget advertisements, we remain prudent. We have to be more creative in pushing our brand through ads,” Abelarde stressed.
And Herbcare may have found the right strokes.Charantia is now sold in the U.S.A., Canada, Mexico, Europe, Japan, Korea and parts of the Middle East. Locally, Charantia is being sold in Mercury Drug and in leading drugstores and supermarkets.
The company is also set to introduce new products. Its second product is Policosanol Prime. Made from a natural substance derived from sugarcane wax, Policosanol Prime can help lower high cholesterol levels without harming the liver even with prolonged use.
Persons with family history of high cholesterol and heart disease, obesity, a sedentary lifestyle and those consuming unhealthy can take Policosanol Prime. Drs William Torres, former director of the Bureau of Food and Drugs and Yolanda Robles, former Dean of the College of Pharmacy UP Manila have both endorsed Policosanol as a potential supplement that could help many individuals manager their high cholesterol levels.
Abelarde said Herbcare will not stop producing food supplement that are clinically proven to help people suffering from diabetes, high cholesterol, hypertension and the like. “We are not in this business just to earn. We are in the business of helping and educating people. And we are very happy that we can help raise consciousness of Filipinos about the value of health care. More than anything else, Herbcare is my advocacy,” he stressed.
.
Of brands and men: Whealth soars heights in health supplement industry
by Ronald Jabal
A promised delivered.
This is how Whealth Inc. has made and continues to make a name in a highly competitive health supplement industry. Building brands and expanding markets here in abroad – even making in-roads in the tightly-held share of global brands in the country - remain to be its most potent weapons.
One is left to think that Whealth Inc. is a foreign firm armed with millions of advertising money; run by black-suited businessmen and a horde of employees; and employing thousands of distribution channels.
This is, however, far from the truth. The company is basically a “father and son” operation, employing a handful of staffs. But its deficiency in manpower complement is well compensated by the creative genius of Mr. Albert MG Garcia and son Laurindo and the industry of their employees.
And their accomplishments are nothing to be sneezed at.
The father and son “dynamic duo” has five brands under their belts: ABW, CranUTI, Gargol, nyte –E and its most popular brand C-Lium Fiber (Whealth remains the owner of the C-Lium Fiber brand outside the country while Pascual Laboratory bought the brand for local sale and distribution).
ABW – Leaves of Life is a 100% natural whole food supplement combining Alfalfa, Barley and Wheatgrass into a single potent super-oxidant. Regular intake of ABW helps the body fight free-radical damage, aging and stress while providing sustained energy throughout the day and a deep and restful sleep at night.
CranUTI contains all the vital elements of cranberry including vitamins and minerals that help maintains women’s healthy urinary system thereby preventing the occurrence of urinary tract infection.
Gargol is an all-natural oral wash that combines pure essential oils, xylitol – nature’s cavity-fighting sweetener – and propolis – a natural antibacterial agent. It has been considered a new innovation in the treatment of dry mouth by the Manila Dental Society.
nyte – E is a natural face and hand lotion made from natural Vitamin E and 100% pure French Lavender Essential Oil designed to promote skin elasticity, regeneration and a good night’s sleep.
C-Lium Fiber is made of psyllium husks which aid in digestion and lowering cholesterol. Intake of C-Lium Fiber eases constipation and irritable bowel movement.
Gauging from these products, one need not be a rocket scientist to see they hardly belong to a particular product category – which is a source of pride for the Garcias. Instead of participating in an already crowded category, Whealth has managed to carve out new categories. Instead of conforming, the Garcias have taken on the role pathfinders and trailblazers in building their brands.
“While it is true we remain to be part of the heath supplement industry, we nevertheless have managed to create brands that have carved out their own categories. ABW is the only one that has combined the powerful ingredients of Alfalfa, Barley and Wheatgrass. CranUTI is a class on its own in the treatment of UTI, Gargol is the only organic and ‘no-alcohol’ oral wash. Our face and hand lotion – nyte- E – is the only one that contains pure fresh lavender essential oil. C-Lium Fiber is the only one that offers fast relief from constipation through psyllium husks,” Garcia said.
“The public has welcomed our products and has been very loyal because we delivered on our promises. Our consumers felt relief after consuming our products. And since we don’t have huge budgets on advertising and promotions, these satisfied customers have been instrumental in building our various brands. Our products spoke out about the benefits; the consumers patronized; and they in turn helped create the buzz,” Garcia added.
Birth pains
Building the brands was not a walk in the park at all. Garcia recalled he built his first brand - C-Lium Fiber- through free sampling during special events and direct selling to friends and associates. Still packed in see-through plastics and manually sealed ala “mani” or peanuts sold in local sari-sari store, C-Lium Fiber was placed on tables during special events.
At first nobody bothered to get them, hence Garcia gathered all of them at the end of the event. The brand’s fate turned for the better when Mercury Drug founder Mariano Que offered to carry C-Lium Fiber in the drugstore chain with a caveat i.e. to change the product’s packaging.
Heeding the advice, Garcia went to his drawing board and developed C-Lium Fiber’s packaging.
Since then C-Lium Fiber has had tremendous success in the Philippine market. Those who did not get C-Lium Fiber during special events were now hoarding them. More and more people also tried and got hooked on the product. Mercury Drug became C-Lium Fiber’s retailer and Philusa Corporation became its distributor.
Given its financial constraints, Whealth also did not have a full-blown advertising campaign for the brand. It contented itself in print advertisements which are educational in nature – explaining to consumers the nature of digestive disorder and how C-Lium Fiber can help.
His now famous copy “are you a floater or a sinker” reverberated across sections of consumers producing recall and increase demand for the product.
Whealth has also engaged in guerrilla publicity through tie-ups with radio stations and announcers and commentators. Through actual use and experience from C-Lium Fiber, media personalities started broadcasting the benefits of the product.
Whealth also made rounds in medical events promoting the products through education talks and sampling.
The below-the-line strategy worked as the success of C-Lium Fiber branding activities did not go unnoticed. A successful Filipino pharmaceutical firm Pascual Laboratory bought the brand from Whealth Inc. Garcia clarified however that Pascual Laboratory only bought the Philippine operations of the brand. Whealth remains the owner of the brand outside the country.
Moving forward
With the success of C-Lium Fiber, the Garcias moved on to build more products. They launched Gargol and positioned it as an alternative to the current oral wash. On top of having price-point advantage, Gargol has a unique proposition: it does not have alcohol and contains natural ingredients – setting it apart from current oral wash products.
This time around, Whealth has employed a more “structured” way in product packaging and promotions. A number of focus group discussions with the help of an advertising agency were made. Results lead to the development of four Gargol variants: apple, orange, strawberry and peppermint flavored oral wash. To boost its campaign, Whealth also used actor/TV host Drew Arellano as endorser.
And the product, since launched, has been eating up into the slice of the oral wash market. The product is becoming a player in the industry dominated by highly-advertised and big-budgeted brands.
“What makes us different from the other brands, aside from our all natural ingredients, is the tight operation we strictly keep. We don’t have boundaries or constraints unlike the current brands which have to conform or heed the dictates of their headquarters elsewhere. We don’t have shackles on how to market the product. We make decisions very fast because there are only two of us. We have always maintained that a decision not made immediately is a wrong decision,” Garcia said.
This early, inquiries from potential buyers have also started to come by Whealth – interested not only to buy the product but the brand itself. And this expression of interest remains music to Garcias’ ears. For them, these are expressions of recognitions that they are doing something good. “The ultimate compliment is an expression that people would want to buy our brand. This is recognition that we have been successful in building a brand”, Garcia said.
Other Whealth products like ABW and nyte-E have also used product endorsers. While the former is endorsed by Pilita Corrales, the latter is endorsed by socialite Fortune Ledesma. For CranUTI, Whealth has experimented on bilingual advertisements to appeal more to its target audiences. The firm is also targeting educational tours and lectures to a number of export processing zones and highly-targeted and well-selected offices to promote CranUTI.
Asked as to Whealth’s plan should there be a crisis (e.g. adverse effects of health supplement intake), Garcia confidently said, he does not see any crisis happening but he is quick to point out the company has a national recall plan that will be activated in crisis situations.
“While we see no side effects to our products, we nevertheless are prepared in any event now and in the future,” he said.
What is keeping Whealth more excited these days is the prospect of exponential growth. Garcia disclosed that Whealth is developing 10 more brands to be launched soon.
He, however, played coy on what these brands are and what types of illnesses they are intended for. He, however, promised that these brands respond to the current need of Filipino consumers who have become more conscious about wellness and health well being.
“We have always conceptualized our products and brands based on the consumers’ needs. While others try to imitate and create brands similar to the existing ones, we create our own industry. We are the alternative to the traditional. We are the NATURAL alternative. ” Garcia stressed.
A promised delivered.
This is how Whealth Inc. has made and continues to make a name in a highly competitive health supplement industry. Building brands and expanding markets here in abroad – even making in-roads in the tightly-held share of global brands in the country - remain to be its most potent weapons.
One is left to think that Whealth Inc. is a foreign firm armed with millions of advertising money; run by black-suited businessmen and a horde of employees; and employing thousands of distribution channels.
This is, however, far from the truth. The company is basically a “father and son” operation, employing a handful of staffs. But its deficiency in manpower complement is well compensated by the creative genius of Mr. Albert MG Garcia and son Laurindo and the industry of their employees.
And their accomplishments are nothing to be sneezed at.
The father and son “dynamic duo” has five brands under their belts: ABW, CranUTI, Gargol, nyte –E and its most popular brand C-Lium Fiber (Whealth remains the owner of the C-Lium Fiber brand outside the country while Pascual Laboratory bought the brand for local sale and distribution).
ABW – Leaves of Life is a 100% natural whole food supplement combining Alfalfa, Barley and Wheatgrass into a single potent super-oxidant. Regular intake of ABW helps the body fight free-radical damage, aging and stress while providing sustained energy throughout the day and a deep and restful sleep at night.
CranUTI contains all the vital elements of cranberry including vitamins and minerals that help maintains women’s healthy urinary system thereby preventing the occurrence of urinary tract infection.
Gargol is an all-natural oral wash that combines pure essential oils, xylitol – nature’s cavity-fighting sweetener – and propolis – a natural antibacterial agent. It has been considered a new innovation in the treatment of dry mouth by the Manila Dental Society.
nyte – E is a natural face and hand lotion made from natural Vitamin E and 100% pure French Lavender Essential Oil designed to promote skin elasticity, regeneration and a good night’s sleep.
C-Lium Fiber is made of psyllium husks which aid in digestion and lowering cholesterol. Intake of C-Lium Fiber eases constipation and irritable bowel movement.
Gauging from these products, one need not be a rocket scientist to see they hardly belong to a particular product category – which is a source of pride for the Garcias. Instead of participating in an already crowded category, Whealth has managed to carve out new categories. Instead of conforming, the Garcias have taken on the role pathfinders and trailblazers in building their brands.
“While it is true we remain to be part of the heath supplement industry, we nevertheless have managed to create brands that have carved out their own categories. ABW is the only one that has combined the powerful ingredients of Alfalfa, Barley and Wheatgrass. CranUTI is a class on its own in the treatment of UTI, Gargol is the only organic and ‘no-alcohol’ oral wash. Our face and hand lotion – nyte- E – is the only one that contains pure fresh lavender essential oil. C-Lium Fiber is the only one that offers fast relief from constipation through psyllium husks,” Garcia said.
“The public has welcomed our products and has been very loyal because we delivered on our promises. Our consumers felt relief after consuming our products. And since we don’t have huge budgets on advertising and promotions, these satisfied customers have been instrumental in building our various brands. Our products spoke out about the benefits; the consumers patronized; and they in turn helped create the buzz,” Garcia added.
Birth pains
Building the brands was not a walk in the park at all. Garcia recalled he built his first brand - C-Lium Fiber- through free sampling during special events and direct selling to friends and associates. Still packed in see-through plastics and manually sealed ala “mani” or peanuts sold in local sari-sari store, C-Lium Fiber was placed on tables during special events.
At first nobody bothered to get them, hence Garcia gathered all of them at the end of the event. The brand’s fate turned for the better when Mercury Drug founder Mariano Que offered to carry C-Lium Fiber in the drugstore chain with a caveat i.e. to change the product’s packaging.
Heeding the advice, Garcia went to his drawing board and developed C-Lium Fiber’s packaging.
Since then C-Lium Fiber has had tremendous success in the Philippine market. Those who did not get C-Lium Fiber during special events were now hoarding them. More and more people also tried and got hooked on the product. Mercury Drug became C-Lium Fiber’s retailer and Philusa Corporation became its distributor.
Given its financial constraints, Whealth also did not have a full-blown advertising campaign for the brand. It contented itself in print advertisements which are educational in nature – explaining to consumers the nature of digestive disorder and how C-Lium Fiber can help.
His now famous copy “are you a floater or a sinker” reverberated across sections of consumers producing recall and increase demand for the product.
Whealth has also engaged in guerrilla publicity through tie-ups with radio stations and announcers and commentators. Through actual use and experience from C-Lium Fiber, media personalities started broadcasting the benefits of the product.
Whealth also made rounds in medical events promoting the products through education talks and sampling.
The below-the-line strategy worked as the success of C-Lium Fiber branding activities did not go unnoticed. A successful Filipino pharmaceutical firm Pascual Laboratory bought the brand from Whealth Inc. Garcia clarified however that Pascual Laboratory only bought the Philippine operations of the brand. Whealth remains the owner of the brand outside the country.
Moving forward
With the success of C-Lium Fiber, the Garcias moved on to build more products. They launched Gargol and positioned it as an alternative to the current oral wash. On top of having price-point advantage, Gargol has a unique proposition: it does not have alcohol and contains natural ingredients – setting it apart from current oral wash products.
This time around, Whealth has employed a more “structured” way in product packaging and promotions. A number of focus group discussions with the help of an advertising agency were made. Results lead to the development of four Gargol variants: apple, orange, strawberry and peppermint flavored oral wash. To boost its campaign, Whealth also used actor/TV host Drew Arellano as endorser.
And the product, since launched, has been eating up into the slice of the oral wash market. The product is becoming a player in the industry dominated by highly-advertised and big-budgeted brands.
“What makes us different from the other brands, aside from our all natural ingredients, is the tight operation we strictly keep. We don’t have boundaries or constraints unlike the current brands which have to conform or heed the dictates of their headquarters elsewhere. We don’t have shackles on how to market the product. We make decisions very fast because there are only two of us. We have always maintained that a decision not made immediately is a wrong decision,” Garcia said.
This early, inquiries from potential buyers have also started to come by Whealth – interested not only to buy the product but the brand itself. And this expression of interest remains music to Garcias’ ears. For them, these are expressions of recognitions that they are doing something good. “The ultimate compliment is an expression that people would want to buy our brand. This is recognition that we have been successful in building a brand”, Garcia said.
Other Whealth products like ABW and nyte-E have also used product endorsers. While the former is endorsed by Pilita Corrales, the latter is endorsed by socialite Fortune Ledesma. For CranUTI, Whealth has experimented on bilingual advertisements to appeal more to its target audiences. The firm is also targeting educational tours and lectures to a number of export processing zones and highly-targeted and well-selected offices to promote CranUTI.
Asked as to Whealth’s plan should there be a crisis (e.g. adverse effects of health supplement intake), Garcia confidently said, he does not see any crisis happening but he is quick to point out the company has a national recall plan that will be activated in crisis situations.
“While we see no side effects to our products, we nevertheless are prepared in any event now and in the future,” he said.
What is keeping Whealth more excited these days is the prospect of exponential growth. Garcia disclosed that Whealth is developing 10 more brands to be launched soon.
He, however, played coy on what these brands are and what types of illnesses they are intended for. He, however, promised that these brands respond to the current need of Filipino consumers who have become more conscious about wellness and health well being.
“We have always conceptualized our products and brands based on the consumers’ needs. While others try to imitate and create brands similar to the existing ones, we create our own industry. We are the alternative to the traditional. We are the NATURAL alternative. ” Garcia stressed.
Wednesday, April 15, 2009
The saga of the Reproductive Health Bill: a blow or an affirmation of representative democracy? (Part 2)
by Ronald Jabal
Wedges and Quirks in RH Bill Passage: The presence of partisan actors
However, current members of both Houses of Congress do not simply wish to reflect the sentiment of the majority. There are various actors and issues that impinge and affect their decisions in adopting RH as part of the agenda.
And we can chart the various “intervening” factors that one way or the other affects the passage of the RH bill using a number of conceptual frameworks and theories in agenda setting and policy formulation.
We can readily see that there are numerous actors in the policy arena not just the general public. There are both visible and hidden actors in policy development.
With the number of actors to contend with and face in the deliberations of the RH bill, surely, Senators and Congressmen are faced with a number of policy options and a wide array of influences that will eventually affect their decisions.
Unfortunately, these actors do not think alike. They compete and offer different solutions. The interplay of national, local and personal interests between and among these actors can surely affect Congressmen and Senators’ decision-making processes in RH bill.
Clearly the indecisiveness and the reluctant support of members of Congress to the RH bill can be probably rooted to the various interests that they have to weigh.
Questions that continually hound Senators and Congressmen include among others:
· If I support/ do not support the RH bill, how would media paint me?
· If I support/ do not support the RH bill, how the Church look at me?
· If I support/ do not support the RH bill, how the President view me?
· If I support/ do not support the RH bill, will my political party like or dislike me?
· If I support/ do not support the RH bill, how would the civil society see me?
· Will my chances in the next election be diminished or improved?
It is this hemming and hawing – the interplay between the initiator and the trigger device plus the resultant event – that continues to pose a huge wedge and stumbling block in the passage of RH bill.
The middle ground: is this the high ground?
Given the seeming stalemate among the actors which has seriously placed a huge cloud of doubt in the passage of the current RH bill, a compromise can be reached and this is where a political operator and/or advocacy specialist can come into play.
A compromise method which accepts the mixture of both mandate and independent theories in representative democracy is being proposed. This means utilizing the survey results (public sentiment/mandate) and aggregating pro-RH bill sentiments from various political and non-political actors in the policy arena can further advance the cause of RH bill in both Houses.
The Pulse survey results plus other surveys and studies that can show groundswell of support from all over the country and various sectors/industries should be highlighted all the time in various forums. While public forums and academic circles help, the media should be used as the perfect conduit to drive/expand support to the RH bill.
It can help if pro-RH Senators and Congressmen come out publicly, declaring their support to the RH bill which is one way of showing all actors (general public, elected and appointed officials, civil society) that congressional support is present, palpable and “countable”.
To date, while NGOs and POs assume they have the support of more than 100 congressmen and a number of Senators, only very few have publicly endorsed the bill. Publishing the names with their signatures in full page advertisements can surely create the buzz and a bandwagon effect to others who may felt “alone” in their struggle against the RH bill.
Numerous surveys and studies have already indicated the absence of Catholic votes and the pitiful support of the laity in CBCP’s pronouncements. The pro-RH bill should capitalize on these and continually air these studies/surveys/sentiments in public – in all forums.
What the Church has is a perception of might and it does not have the numbers. The Pro-RH can simply demystify the Church is mighty myth and even fearful politicians will support the RH bill. If the Church resorts to “dirty tactics”, these should be exposed right away and ventilated in the press. The Church uses the press all the time, why can’t the pro-RH bill tap the press as well.
The pro-RH bill needs a human face. It needs one spokesperson that the press can go to. The current campaign is not as organized as the CBCP. There should be a need to consolidate, regroup and plan specific messages to specific channels of communication. Numbers may/will come when perception is won.
While pro-RH bills groundwork the press, they also need to do more personal visits with pro-RH Senators and Congressmen assuring them public support. Using public support, watered down influence of the Church and expanded support from a number of civil society groups, they should be able to convince Senators and Congressmen to support the RH bill.
The pro-RH bills can also make an effort to make the population/RH proposals an election issue (that is if the current Congress is unable to pass it). Demanding from current prospective candidates through public and media pressure their respective position on the RH bill is one way of letting the public know who is supportive or against RH.
Wedges and Quirks in RH Bill Passage: The presence of partisan actors
However, current members of both Houses of Congress do not simply wish to reflect the sentiment of the majority. There are various actors and issues that impinge and affect their decisions in adopting RH as part of the agenda.
And we can chart the various “intervening” factors that one way or the other affects the passage of the RH bill using a number of conceptual frameworks and theories in agenda setting and policy formulation.
We can readily see that there are numerous actors in the policy arena not just the general public. There are both visible and hidden actors in policy development.
With the number of actors to contend with and face in the deliberations of the RH bill, surely, Senators and Congressmen are faced with a number of policy options and a wide array of influences that will eventually affect their decisions.
Unfortunately, these actors do not think alike. They compete and offer different solutions. The interplay of national, local and personal interests between and among these actors can surely affect Congressmen and Senators’ decision-making processes in RH bill.
Clearly the indecisiveness and the reluctant support of members of Congress to the RH bill can be probably rooted to the various interests that they have to weigh.
Questions that continually hound Senators and Congressmen include among others:
· If I support/ do not support the RH bill, how would media paint me?
· If I support/ do not support the RH bill, how the Church look at me?
· If I support/ do not support the RH bill, how the President view me?
· If I support/ do not support the RH bill, will my political party like or dislike me?
· If I support/ do not support the RH bill, how would the civil society see me?
· Will my chances in the next election be diminished or improved?
It is this hemming and hawing – the interplay between the initiator and the trigger device plus the resultant event – that continues to pose a huge wedge and stumbling block in the passage of RH bill.
The middle ground: is this the high ground?
Given the seeming stalemate among the actors which has seriously placed a huge cloud of doubt in the passage of the current RH bill, a compromise can be reached and this is where a political operator and/or advocacy specialist can come into play.
A compromise method which accepts the mixture of both mandate and independent theories in representative democracy is being proposed. This means utilizing the survey results (public sentiment/mandate) and aggregating pro-RH bill sentiments from various political and non-political actors in the policy arena can further advance the cause of RH bill in both Houses.
The Pulse survey results plus other surveys and studies that can show groundswell of support from all over the country and various sectors/industries should be highlighted all the time in various forums. While public forums and academic circles help, the media should be used as the perfect conduit to drive/expand support to the RH bill.
It can help if pro-RH Senators and Congressmen come out publicly, declaring their support to the RH bill which is one way of showing all actors (general public, elected and appointed officials, civil society) that congressional support is present, palpable and “countable”.
To date, while NGOs and POs assume they have the support of more than 100 congressmen and a number of Senators, only very few have publicly endorsed the bill. Publishing the names with their signatures in full page advertisements can surely create the buzz and a bandwagon effect to others who may felt “alone” in their struggle against the RH bill.
Numerous surveys and studies have already indicated the absence of Catholic votes and the pitiful support of the laity in CBCP’s pronouncements. The pro-RH bill should capitalize on these and continually air these studies/surveys/sentiments in public – in all forums.
What the Church has is a perception of might and it does not have the numbers. The Pro-RH can simply demystify the Church is mighty myth and even fearful politicians will support the RH bill. If the Church resorts to “dirty tactics”, these should be exposed right away and ventilated in the press. The Church uses the press all the time, why can’t the pro-RH bill tap the press as well.
The pro-RH bill needs a human face. It needs one spokesperson that the press can go to. The current campaign is not as organized as the CBCP. There should be a need to consolidate, regroup and plan specific messages to specific channels of communication. Numbers may/will come when perception is won.
While pro-RH bills groundwork the press, they also need to do more personal visits with pro-RH Senators and Congressmen assuring them public support. Using public support, watered down influence of the Church and expanded support from a number of civil society groups, they should be able to convince Senators and Congressmen to support the RH bill.
The pro-RH bills can also make an effort to make the population/RH proposals an election issue (that is if the current Congress is unable to pass it). Demanding from current prospective candidates through public and media pressure their respective position on the RH bill is one way of letting the public know who is supportive or against RH.
The saga of the Reproductive Health Bill: a blow or an affirmation of representative democracy? (Part 1)
by Ronald Jabal
The issue of the current Reproductive Health Bill remains a heated and controversial issue as the first RH bill that was ever filed in Congress. And the polemics between the pros and cons have always marred the passage of bill which remains crucial in population management - yet another policy issue that has remained elusive in a country that is exponentially expanding every year.
Central to this RH bill is political dynamics of the numerous actors involved from agenda setting up to policy adoption. However, what are not normally highlighted in the numerous debates are the roles of Congressmen (both from the House of Representatives and the Senate) i.e. should Congressmen listen to the overwhelming sentiment of the population most of whom are voters or should they listen to themselves and adopt a personal stand on this issue which is not supportive of the majority’s sentiment.
Clearly, the RH bill foregrounds the age-old dilemma of what is the real meaning of representative democracy.
Some political theorists argued that the proper function of the representative assembly in a true democracy is not to initiate policies on its own but only to register the policy preferences of the popular majority it represents.
This is sometimes called the Mandate Theory. In this view, as long as the representative assembly (i.e. Congress) confines itself to registering its constituent’s views, representation involves no significant departure from democratic principles. But when the assembly begins to make policy on its own, in either ignorance or in defiance of its constituents’ desires, it becomes a kind of oligarchy.
But others argued it is neither possible nor desirable in modern nation. For those who espouse “independence” theory, the representative must initiate – and not merely register policies. For them, representatives should exercise their judgment on public affairs independently and without surrendering the final decisions to their constituents
Clearly, this divide is shown in the RH bill debate.
The recent nationwide survey of Pulse Asia (October 2008) on the RH bill shows a number of results that should prompt Congressmen in both Houses to adopt RH as part of its agenda and move to pass the bill. The survey results that could be use to facilitate passage of the RH bill are as follows:
1. The Pulse survey says a big majority of Filipinos (82%) thinks government should not only educate couples regarding modern methods of family planning (both natural and artificial) but also provide them with services and materials on these methods.
This view is articulated by big to overwhelming majorities (76% to 91%) in all geographic areas and socio-economic classes. In addition, exactly the same percentage says that it is the government’s duty to provide the people with knowledge, services, and materials on modern methods of family planning.
Less than one in ten Filipinos (6% to 8%) disagrees with either view while indecision on these matters is expressed by 10% to 13% of Filipinos
2. The Pulse survey shows that about four in ten Filipinos (44%) say the government should pass a law specifying the number of children couples may have Only two in ten (19%) are undecided on the issue.
Across geographic areas and socio-economic classes, big pluralities to small majorities (45% to 58%) in Metro Manila, the Visayas, Mindanao, and Classes D and E favor the idea of government passing a law on the number of children couples may have.
3. The Pulse survey also once again shatters the alleged fear of Congressmen and Senators of an overwhelmingly backlash from the Catholics if they publicly support the RH bill. Results show that while 49% of Filipinos say couples should follow what their religion tells them about family planning, 44% are ambivalent as regards the possibility of their church or religion influencing their vote for a candidate advocating modern family planning methods.
This is a good indication that almost half of Filipinos are either ambivalent on the Church dictates or do not agree that couples are obliged to abide by the teachings of their religion on family planning
4. On top of the above-mentioned results, Congressmen and Senators should take refuge on the results that show when it comes to the impact of their church or religion on their decision as to whether or not to vote for a candidate supporting modern family planning methods, indecision is the predominant public sentiment at the national level (44%) and particularly in the rest of Luzon, the Visayas, and Classes D and E (42% to 52%).
5. Interestingly, Congressmen and Senators should take most important note of the results that show most Filipinos are aware of the reproductive health bill pending at the House of Representatives (68%) and are in favor of the bill (63%) and only 8% are not in favor and 29% are ambivalent on the matter.
Majorities ranging from 56% in the Visayas to 79% in Class ABC are in favor of the bill. Surprisingly, those 8% of who not supportive of the bill is not 100% against it. Based on the survey results, among the 8% of Filipinos who do not favor the proposed legislation, additional survey findings show that:
(1) 47% agree with the need to promote information and access to natural and modern family planning methods;
(2) 69% agree with the provision of the bill recognizing the rights of women and couples to choose the family method they want;
(3) about the same percentages either agree or disagree (36% versus 35%) with the inclusion of sex education in the school curricula; and
(4) 44% believe government funds should be used to support modern family planning methods. Indecision on these issues is expressed by 20% to 33% of Filipinos while disagreement is articulated by 10% to 35%. Public disagreement is most manifest in relation to the proposal to include sex education in the school curricula (35%)
If the survey results alone were to be used by Congressmen and Senators in the adoption of the RH agenda and its eventual passage, the RH bill will clearly pass both Houses and will soon be enacted into law.
If both Houses of Congress were only to reflect the sentiments of the majority of the Filipinos most of which are voters (and who most probably voted them in office), then the RH bill’s passage is as sure as the rise of the morning sun.
The issue of the current Reproductive Health Bill remains a heated and controversial issue as the first RH bill that was ever filed in Congress. And the polemics between the pros and cons have always marred the passage of bill which remains crucial in population management - yet another policy issue that has remained elusive in a country that is exponentially expanding every year.
Central to this RH bill is political dynamics of the numerous actors involved from agenda setting up to policy adoption. However, what are not normally highlighted in the numerous debates are the roles of Congressmen (both from the House of Representatives and the Senate) i.e. should Congressmen listen to the overwhelming sentiment of the population most of whom are voters or should they listen to themselves and adopt a personal stand on this issue which is not supportive of the majority’s sentiment.
Clearly, the RH bill foregrounds the age-old dilemma of what is the real meaning of representative democracy.
Some political theorists argued that the proper function of the representative assembly in a true democracy is not to initiate policies on its own but only to register the policy preferences of the popular majority it represents.
This is sometimes called the Mandate Theory. In this view, as long as the representative assembly (i.e. Congress) confines itself to registering its constituent’s views, representation involves no significant departure from democratic principles. But when the assembly begins to make policy on its own, in either ignorance or in defiance of its constituents’ desires, it becomes a kind of oligarchy.
But others argued it is neither possible nor desirable in modern nation. For those who espouse “independence” theory, the representative must initiate – and not merely register policies. For them, representatives should exercise their judgment on public affairs independently and without surrendering the final decisions to their constituents
Clearly, this divide is shown in the RH bill debate.
The recent nationwide survey of Pulse Asia (October 2008) on the RH bill shows a number of results that should prompt Congressmen in both Houses to adopt RH as part of its agenda and move to pass the bill. The survey results that could be use to facilitate passage of the RH bill are as follows:
1. The Pulse survey says a big majority of Filipinos (82%) thinks government should not only educate couples regarding modern methods of family planning (both natural and artificial) but also provide them with services and materials on these methods.
This view is articulated by big to overwhelming majorities (76% to 91%) in all geographic areas and socio-economic classes. In addition, exactly the same percentage says that it is the government’s duty to provide the people with knowledge, services, and materials on modern methods of family planning.
Less than one in ten Filipinos (6% to 8%) disagrees with either view while indecision on these matters is expressed by 10% to 13% of Filipinos
2. The Pulse survey shows that about four in ten Filipinos (44%) say the government should pass a law specifying the number of children couples may have Only two in ten (19%) are undecided on the issue.
Across geographic areas and socio-economic classes, big pluralities to small majorities (45% to 58%) in Metro Manila, the Visayas, Mindanao, and Classes D and E favor the idea of government passing a law on the number of children couples may have.
3. The Pulse survey also once again shatters the alleged fear of Congressmen and Senators of an overwhelmingly backlash from the Catholics if they publicly support the RH bill. Results show that while 49% of Filipinos say couples should follow what their religion tells them about family planning, 44% are ambivalent as regards the possibility of their church or religion influencing their vote for a candidate advocating modern family planning methods.
This is a good indication that almost half of Filipinos are either ambivalent on the Church dictates or do not agree that couples are obliged to abide by the teachings of their religion on family planning
4. On top of the above-mentioned results, Congressmen and Senators should take refuge on the results that show when it comes to the impact of their church or religion on their decision as to whether or not to vote for a candidate supporting modern family planning methods, indecision is the predominant public sentiment at the national level (44%) and particularly in the rest of Luzon, the Visayas, and Classes D and E (42% to 52%).
5. Interestingly, Congressmen and Senators should take most important note of the results that show most Filipinos are aware of the reproductive health bill pending at the House of Representatives (68%) and are in favor of the bill (63%) and only 8% are not in favor and 29% are ambivalent on the matter.
Majorities ranging from 56% in the Visayas to 79% in Class ABC are in favor of the bill. Surprisingly, those 8% of who not supportive of the bill is not 100% against it. Based on the survey results, among the 8% of Filipinos who do not favor the proposed legislation, additional survey findings show that:
(1) 47% agree with the need to promote information and access to natural and modern family planning methods;
(2) 69% agree with the provision of the bill recognizing the rights of women and couples to choose the family method they want;
(3) about the same percentages either agree or disagree (36% versus 35%) with the inclusion of sex education in the school curricula; and
(4) 44% believe government funds should be used to support modern family planning methods. Indecision on these issues is expressed by 20% to 33% of Filipinos while disagreement is articulated by 10% to 35%. Public disagreement is most manifest in relation to the proposal to include sex education in the school curricula (35%)
If the survey results alone were to be used by Congressmen and Senators in the adoption of the RH agenda and its eventual passage, the RH bill will clearly pass both Houses and will soon be enacted into law.
If both Houses of Congress were only to reflect the sentiments of the majority of the Filipinos most of which are voters (and who most probably voted them in office), then the RH bill’s passage is as sure as the rise of the morning sun.
Thursday, April 9, 2009
Keeping the music alive for the Dugong’s dance of joy
by Ronald Jabal
Mang Carding was just about to set sail for his daily routine of gathering bangus fry in the pristine waters of Barangay Mapalad, Dinalungan Aurora, when he saw two large white sea animals rolling side by side in the shallower, low-tide areas of the water, engaged in an almost playful banter.
Focused more on gathering bangus fry that day, taking advantage of the lantapin season where calmer seas prevail, Mang Carding almost ignored the antics of these sea visitors.
But his jaw dropped when he moved closer and found out these are not regular sea creatures but what they have recently found out as dugongs or sea cows – thanks in part to mass media and to the information given by local officials.
He was witnessing a dance of joy- dugong style. Dugongs are unique marine mammals that have distinct distinguishing marks: wedge-shaped tail that is deeply notched at the midline, hence in ancient times seafarers have mistakenly called them mermaids.
They have front flippers. Males have two tusks (the upper incisors) that may grow as long as 10 inches. Adult dugongs can grow up to three meters long and weigh more than 400 kilograms.
What Mang Carding witnessed was indeed, a dance of joy, confirmed Fisheries Technologist Alex de Vera of the Municipality of Dinalungan. Himself a witness of numerous dugongs sightings, de Vera has even seen butandings in the area, previously referred to, by local fisherfolk, as “camouflage” (as in the military uniform called camouflage”), owing to the spots on the skin of this mammoth sea animal.
It is a “dance of joy”, de Vera said, because it is in Dinalungan that these dugongs have found an abundance of food – the seagrass called Halophila spinulosa.
“Ang Dinalungan po ay isa sa may pinakamalaking sea grass reserves sa Pilipinas kung kaya’t nandito po ang mga dugong. Kumbaga parang naging feeding ground na ang Dinalungan, Aurora ng mga dugong, (Dinalungan has one of the biggest sea grass reserves in the Philippines. Hence, it has become the feeding ground of dugong)” de Vera said.
Dinalungan is located at the northern part of Aurora province, 80 kms from Baler, the provincial capital. It is bounded on the northeast by Casiguran municipality, on the northwest by Quirino Province, on the southeast by Casiguran and on the southwest by Dipaculao municipality.
De Vera’s observation was confirmed by a study called the Participatory Coastal Resources Assessment (PCRA). The PCRA was conducted by a multi-sectoral study group composed of members of the local community, the officials of the Dinalungan Aurora and technical experts from the Department of Environment and Natural Resources.
In the PCRA study, it was disclosed that a meadow of the seagrass Halophila spinulosa at the deeper portions of the coastal municipality was found and is believed to be one the largest sea grass reserves in the country and in the world.
“The new finding would place Dinalungan on the global map, holding the northernmost record of H. spinulosa occurrence,” the study said. The study furthered that these sea grass meadows along the Dinalungan coastline could be critical areas as ‘refueling’ stations for dugongs and marine turtles migrating north and south of eastern Luzon. “
Without these ‘refueling’ stations, albeit thin and scarce, the migrating endangered herbivores might not be able to make it to areas where food is bountiful.
Hence, the municipality of Dinalungan has two strong reasons to protect and conserve these scarce H. spinulosa meadows: (1) world’s northernmost record of occurrence of the species, and; (2) these meadows are probably critical ‘refueling’ stations of dugongs and turtles frequently sighted in its waters.
By creating ordinance(s) and programs protecting these beds will not only keep its place on the global map (being the northernmost place where H. spinulosa is found) but also will ensure the continued existence of the endangered dugongs and marine turtles,” the study concluded.
The sightings of these dugongs in Dinalungan, Aurora are of significant importance to marine conservationists as data from late 90s showed that these sea mammals can only be seen in very few places namely Palawan, Romblon, Guimaras and Davao Oriental. There were also reported sightings in Catanduanes, Mindoro, Cuyo, Iloilo and Pandan, Antique.
Since 1982, the International Union for Conservation of Nature-World Conservation Union classified dugong as vulnerable to extinction.
Mang Carding was just about to set sail for his daily routine of gathering bangus fry in the pristine waters of Barangay Mapalad, Dinalungan Aurora, when he saw two large white sea animals rolling side by side in the shallower, low-tide areas of the water, engaged in an almost playful banter.
Focused more on gathering bangus fry that day, taking advantage of the lantapin season where calmer seas prevail, Mang Carding almost ignored the antics of these sea visitors.
But his jaw dropped when he moved closer and found out these are not regular sea creatures but what they have recently found out as dugongs or sea cows – thanks in part to mass media and to the information given by local officials.
He was witnessing a dance of joy- dugong style. Dugongs are unique marine mammals that have distinct distinguishing marks: wedge-shaped tail that is deeply notched at the midline, hence in ancient times seafarers have mistakenly called them mermaids.
They have front flippers. Males have two tusks (the upper incisors) that may grow as long as 10 inches. Adult dugongs can grow up to three meters long and weigh more than 400 kilograms.
What Mang Carding witnessed was indeed, a dance of joy, confirmed Fisheries Technologist Alex de Vera of the Municipality of Dinalungan. Himself a witness of numerous dugongs sightings, de Vera has even seen butandings in the area, previously referred to, by local fisherfolk, as “camouflage” (as in the military uniform called camouflage”), owing to the spots on the skin of this mammoth sea animal.
It is a “dance of joy”, de Vera said, because it is in Dinalungan that these dugongs have found an abundance of food – the seagrass called Halophila spinulosa.
“Ang Dinalungan po ay isa sa may pinakamalaking sea grass reserves sa Pilipinas kung kaya’t nandito po ang mga dugong. Kumbaga parang naging feeding ground na ang Dinalungan, Aurora ng mga dugong, (Dinalungan has one of the biggest sea grass reserves in the Philippines. Hence, it has become the feeding ground of dugong)” de Vera said.
Dinalungan is located at the northern part of Aurora province, 80 kms from Baler, the provincial capital. It is bounded on the northeast by Casiguran municipality, on the northwest by Quirino Province, on the southeast by Casiguran and on the southwest by Dipaculao municipality.
De Vera’s observation was confirmed by a study called the Participatory Coastal Resources Assessment (PCRA). The PCRA was conducted by a multi-sectoral study group composed of members of the local community, the officials of the Dinalungan Aurora and technical experts from the Department of Environment and Natural Resources.
In the PCRA study, it was disclosed that a meadow of the seagrass Halophila spinulosa at the deeper portions of the coastal municipality was found and is believed to be one the largest sea grass reserves in the country and in the world.
“The new finding would place Dinalungan on the global map, holding the northernmost record of H. spinulosa occurrence,” the study said. The study furthered that these sea grass meadows along the Dinalungan coastline could be critical areas as ‘refueling’ stations for dugongs and marine turtles migrating north and south of eastern Luzon. “
Without these ‘refueling’ stations, albeit thin and scarce, the migrating endangered herbivores might not be able to make it to areas where food is bountiful.
Hence, the municipality of Dinalungan has two strong reasons to protect and conserve these scarce H. spinulosa meadows: (1) world’s northernmost record of occurrence of the species, and; (2) these meadows are probably critical ‘refueling’ stations of dugongs and turtles frequently sighted in its waters.
By creating ordinance(s) and programs protecting these beds will not only keep its place on the global map (being the northernmost place where H. spinulosa is found) but also will ensure the continued existence of the endangered dugongs and marine turtles,” the study concluded.
The sightings of these dugongs in Dinalungan, Aurora are of significant importance to marine conservationists as data from late 90s showed that these sea mammals can only be seen in very few places namely Palawan, Romblon, Guimaras and Davao Oriental. There were also reported sightings in Catanduanes, Mindoro, Cuyo, Iloilo and Pandan, Antique.
Since 1982, the International Union for Conservation of Nature-World Conservation Union classified dugong as vulnerable to extinction.
Wednesday, April 8, 2009
Lack of Awaressness on HIV/AIDS still hounds sex workers
by Ronald Jabal
In an age where AIDS seems to be in the consciousness of every Filipino, lack of appropriate information remains to be a problem, ironically, among those who are most vulnerable to this serious health risk. And this vital information should be a major heads up to campaign planners devising strategies on HIV/AIDS.
In a recent FGD conducted by an NGO in Zamboanga City, majority of the respondents disclose that they still do no know how to protect themselves from HIV/AIDS "because they don't know about the infection".
They said they do not know if individuals are infected because "hindi nila alam ang HIV/ADS at hindi nakikita sa katawan ng tao".
Some of them blame the information materials being distributed, stressing the materials no longer have "impact" among target groups. These materials are apparently merely being thrown away as they lack the "visuals". They continue to demand "fear" tactic to help most vulnerable groups understand the consequences of getting this virus.
But others admitted that they know the risks and yet they continue to engage in unprotected sex thereby exposing them further to possibility of contracting the disease. The reason: reduced sensation; clients insist on not using condoms; and self-confidence that they are safe anyways. More than anything else, for some, the issue is attitudinal.
To help arrest the growing problem, the FGD participants had these to say:
In an age where AIDS seems to be in the consciousness of every Filipino, lack of appropriate information remains to be a problem, ironically, among those who are most vulnerable to this serious health risk. And this vital information should be a major heads up to campaign planners devising strategies on HIV/AIDS.
In a recent FGD conducted by an NGO in Zamboanga City, majority of the respondents disclose that they still do no know how to protect themselves from HIV/AIDS "because they don't know about the infection".
They said they do not know if individuals are infected because "hindi nila alam ang HIV/ADS at hindi nakikita sa katawan ng tao".
Some of them blame the information materials being distributed, stressing the materials no longer have "impact" among target groups. These materials are apparently merely being thrown away as they lack the "visuals". They continue to demand "fear" tactic to help most vulnerable groups understand the consequences of getting this virus.
But others admitted that they know the risks and yet they continue to engage in unprotected sex thereby exposing them further to possibility of contracting the disease. The reason: reduced sensation; clients insist on not using condoms; and self-confidence that they are safe anyways. More than anything else, for some, the issue is attitudinal.
To help arrest the growing problem, the FGD participants had these to say:
- Capitalize on life stories of people living with HIV/AIDS and videotape them whenever possible
- Strengthen information dissemination through TV
- Do away with fliers; use flip chart during interpersonal sessions
- Visuals visuals visuals
- Scare away
- Casual conversation is best in information sharing (no more lectures)
- Involve mayor and barangay officials in info drive
- Distribute IEC materials and coupled with educational conversation
Interestingly, participants are heavy users of TV and are less likely to read newspapers. Men who have sex with men are more Internet savvy preferring to stay online most of the times to look for sex.
Sunday, April 5, 2009
Conversations with Dr. J on Public Relations (PR)
(Note: Dr. J has always been my "self-brand" since I started doing PR work. I will soon realize it when I finish my PhD. Anyway, I wish to share a recent interview on me and my work)
What inspired you or drove you to enter the PR industry?
I wanted to be part of the action. I just didn’t want to write about it. I was a reporter and I was happy with what I was doing at the beginning. I got to meet a lot of high-level personalities in the fields of politics and business. I hobnobbed with them and chronicled what they were doing.
However, after while, I found myself wanting to be part of events not as a chronicler but as a participant. I found myself wanting to shape what can happen and what will happen with reporters willingly writing about it. I guess it is this power of the PR that attracted me to the industry.
More than muscle, this power involved psychology – an expression of wit, elan and creativity that people around me feel and follow without them feeling my physical presence. As PR I shape, mold, convince, and persuade without people knowing they are being shaped, molded, convinced and persuaded. I thought that was magic and the magic remains. This is wizardry without the robe and the wand.
What was your greatest break?—or event that led to your continued success?
The greatest break occurs every time one falls, at the heels of mistakes, and at the moment of wrong decisions. The learning after these falls make one better than ever. I had a number of these “falls” during my early years. I had become a PR manager at the age of 22. I didn’t know the intricacies of PR. I didn’t know who to trust and not to trust. My naivete in the industry at that time showed all over.
But I slowly rose from the doldrums and the quagmire of a number of missteps and wrong curbs. I gained more confidence and never looked back. I put up my first PR agency at the age of 25. I suffered yet another series of mistakes.
Owning an agency is far different from being a mere employee. Relationships are a lot different when you are on your own. From bad pitches to new clients and proposals being copied and to new ideas being stolen from you, I suffered all. The tenacity of spirit however raged on. I rose from these challenges, albeit bruised, but with my name as my brand intact. And the brand stuck, people remembered and more people trusted. On top of my PR agency, I put up an events company and a small “out of home” ad firm.
Learning from past experiences and rising from these challenges are the greatest breaks one can ever experience in an industry that hates mediocrity, stupidity and frowns on onion-skinned personalities. Guts, wit, patience, charm, luck and a lot of creativity and intelligence with a gracious sprinkle of good conversational skills spell for a good recipe in PR.
What was the greatest challenge that you experienced?
The greatest challenges had always been instances where morality is at stake. This is when personal motives clash with moral upbringing. And there were many instances in my career that are reminiscent of this dilemma. Should I take a client that a lot of people believed to be corrupt? Should I take a client that has already been caught bribing people? Should I take a client that requests me to ruin the competitor?
These were real cases and dilemma that had to face. I had to contend with my moral values. If I were to decide using my Catholified upbringing that exalts good deeds and vilifies bad ones, I would not have taken these clients.
However, these cases were challenges to me. Similar to a lawyer, I took on these clients and presumed them to be innocent until proven guilty. If lawyers win or lose cases in the courts of law, I challenged myself to win these cases in the courts of public opinion.
I didn’t look at these cases using my moral lenses. Instead, I looked at them as challenges on how good a PR I have become. While I was crucified by many in these chapter of my PR life (now I called my Dark Ages), I, at that time, viewed them as testimonies to my capabilities as a PR to shape, mold, convince and persuade the public to cast a good eye to my clients.
What do you think was the trait that you held on to and helped you succeed in the industry?
The constant drive to challenge myself has been the guiding post of my career. I have never been contented despite successes. My incessant desire to inquire, path-find and discover new areas where my capabilities as PR will be tested to the limits has, for weird reasons, been a mark of whatever little success I am enjoying as PR.
What advice can you give aspiring practitioners like me?
I only have one advice and this is short: just be happy with everything you do and continue pushing yourself to do better. Challenge is a word that is on top of my list all the time. But a word of caution: in your drive to challenge and carve out successes, never step on other people. If you can blend well and still come out as a winner, that is a sweet success. Remember, we PRs win not through brute force but the power of the mind and the charm of our words.
What inspired you or drove you to enter the PR industry?
I wanted to be part of the action. I just didn’t want to write about it. I was a reporter and I was happy with what I was doing at the beginning. I got to meet a lot of high-level personalities in the fields of politics and business. I hobnobbed with them and chronicled what they were doing.
However, after while, I found myself wanting to be part of events not as a chronicler but as a participant. I found myself wanting to shape what can happen and what will happen with reporters willingly writing about it. I guess it is this power of the PR that attracted me to the industry.
More than muscle, this power involved psychology – an expression of wit, elan and creativity that people around me feel and follow without them feeling my physical presence. As PR I shape, mold, convince, and persuade without people knowing they are being shaped, molded, convinced and persuaded. I thought that was magic and the magic remains. This is wizardry without the robe and the wand.
What was your greatest break?—or event that led to your continued success?
The greatest break occurs every time one falls, at the heels of mistakes, and at the moment of wrong decisions. The learning after these falls make one better than ever. I had a number of these “falls” during my early years. I had become a PR manager at the age of 22. I didn’t know the intricacies of PR. I didn’t know who to trust and not to trust. My naivete in the industry at that time showed all over.
But I slowly rose from the doldrums and the quagmire of a number of missteps and wrong curbs. I gained more confidence and never looked back. I put up my first PR agency at the age of 25. I suffered yet another series of mistakes.
Owning an agency is far different from being a mere employee. Relationships are a lot different when you are on your own. From bad pitches to new clients and proposals being copied and to new ideas being stolen from you, I suffered all. The tenacity of spirit however raged on. I rose from these challenges, albeit bruised, but with my name as my brand intact. And the brand stuck, people remembered and more people trusted. On top of my PR agency, I put up an events company and a small “out of home” ad firm.
Learning from past experiences and rising from these challenges are the greatest breaks one can ever experience in an industry that hates mediocrity, stupidity and frowns on onion-skinned personalities. Guts, wit, patience, charm, luck and a lot of creativity and intelligence with a gracious sprinkle of good conversational skills spell for a good recipe in PR.
What was the greatest challenge that you experienced?
The greatest challenges had always been instances where morality is at stake. This is when personal motives clash with moral upbringing. And there were many instances in my career that are reminiscent of this dilemma. Should I take a client that a lot of people believed to be corrupt? Should I take a client that has already been caught bribing people? Should I take a client that requests me to ruin the competitor?
These were real cases and dilemma that had to face. I had to contend with my moral values. If I were to decide using my Catholified upbringing that exalts good deeds and vilifies bad ones, I would not have taken these clients.
However, these cases were challenges to me. Similar to a lawyer, I took on these clients and presumed them to be innocent until proven guilty. If lawyers win or lose cases in the courts of law, I challenged myself to win these cases in the courts of public opinion.
I didn’t look at these cases using my moral lenses. Instead, I looked at them as challenges on how good a PR I have become. While I was crucified by many in these chapter of my PR life (now I called my Dark Ages), I, at that time, viewed them as testimonies to my capabilities as a PR to shape, mold, convince and persuade the public to cast a good eye to my clients.
What do you think was the trait that you held on to and helped you succeed in the industry?
The constant drive to challenge myself has been the guiding post of my career. I have never been contented despite successes. My incessant desire to inquire, path-find and discover new areas where my capabilities as PR will be tested to the limits has, for weird reasons, been a mark of whatever little success I am enjoying as PR.
What advice can you give aspiring practitioners like me?
I only have one advice and this is short: just be happy with everything you do and continue pushing yourself to do better. Challenge is a word that is on top of my list all the time. But a word of caution: in your drive to challenge and carve out successes, never step on other people. If you can blend well and still come out as a winner, that is a sweet success. Remember, we PRs win not through brute force but the power of the mind and the charm of our words.
Saturday, April 4, 2009
Philippine Daily Inquirer is leading source of Senate Agenda
by Ronald Jabal
Senator Mar Roxas succinctly pointed out the raison d’être of every single elected government officials during a recent hearing of the Legacy-affiliated banks fiasco: that Senators and Congressmen are elected to represent the voice of their constituents.
He stressed that the reason why he along with other Senators are there in the Senate because they represent the “voice of Aling Grace (one of the victims of Legacy-affiliated banks) and vowed to continue representing these “voices” for as long as they are in the Senate.
One may call it grandstanding “in aid of election” but there is a modicum of truth in Senator Roxas’ statements. Indeed, Senators and Congressmen are called “representatives” because they represent the “voices” of those who elected them into their respective offices. But when does “representation” stop or does it ever stop?
This question has hogged political philosophies for ages. One of the oldest and most debated issues about democracy concerns the proper relationship between representatives and their constituents.
And this article participates in this debate. Do Senators really listen to their constituents? Do voters’ concerns/issues matter to them in between elections? Is the public agenda part of theirs? Are there other agenda in the Senate’s agenda?
I recently conducted a content analysis of all the Senate Resolutions (as one major source of Senate's agenda) filed in the 14th Congress, and found alarming results.
The top ten Senators who filed the most number of resolutions are Senator Miriam Santiago, topped the list with 27% of the total number of resolutions filed. She is followed by Senators Manuel Villar, Loren Legarda, Lito Lapid, Jamby Madrigal, Mar Roxas, Jinggoy Estrada, Richard Gordon, Pia Cayetano, Ramon Revilla Jr. and Gregorio Honasan.
Close to 64% of the Senate Resolutions filed in the 14th Congress in the Senate are inquiries in aid of legislation. Surprisingly, two out of five or 19.4% of the resolutions are meant to commend individuals and institutions that have excelled or were given awards here and abroad. It is followed by calls for investigation in aid of legislation and by the expression of the “Sense of the Senate” which mostly expresses the stand/position of Senators on a number of issues.
Of the 808, Senate Resolutions considered 41% came from Senators’ personal assessment and analysis .
Close to 24% of the Senate Resolutions are based from press reportage. These resolutions directly quoted from press reports and/or culled from various news sources and media outfits.
Some 20% of the Senate Resolutions are based on personalities. Only 15% is based from demands or statements from interest groups and individuals.
Of the Senate Resolutions that used the press as basis, there is an apparent preference for Print (mostly coming from the Philippine Daily Inquirer) Close to 91% of the Senate Resolutions that used Press as a legislative prompts, used Print while a measly 2% is based on Internet (web presence of major TV and print outfits). There are very negligible results from TV and Radio.
The results of the cross-tabulation between Senators and legislative prompts show interesting results. Senator Miriam Santiago showed preference for the Press as her “legislative prompts”. She heavily used the press as her source of information in filing for resolutions. She beat by a thousand miles media personality Senator Loren Legarda who only used the Press in 10 of her Senate Resolutions.
Interestingly, there are Senators who are “heavy praisers” i.e. those that issued the most number of commendation resolutions. Topping the list is Senator Manny Villar. A distant second is Senator Lito Lapid.
Looking at the forest
Senators based their agenda in filing Senate Resolutions on the combination of personal initiatives and constituents’ interests. Senators are clearly aware that “representative” democracy does not necessarily mean just representing the “voices” of their constituents but also asserts their personal assessments of situations.
This is consistent with a liberal democratic framework where the representative has a particular role to play: he is responsible to his electorate but he is not its delegate; he represents a geographical collection of opinions but is not required to surrender his own.
There is however an alarming finding. Senators’ preference on media coverage as a source of agenda in Senate Resolutions is worthy of note. By relying on press coverage, Senators maybe basing their resolutions on mediated reality i.e. only those considered by the press as important are being covered.
These issues covered by the press and have been made part of Senate Resolutions as Senate agenda may not be important in the eyes of the larger constituencies. Other issues which could be more important may not be part of the media coverage and therefore outside the Senators radar.
In such a case, Senators are in danger of practicing (mis)representative democracy – where press coverage supplants the real issues of their constituents or their own personal initiatives in formulating their agenda.
With heavy reliance on press coverage, Senators may end up representing media agenda and not public interests – a fatal blow on the much-vaunted democracy in the country.
Senator Mar Roxas succinctly pointed out the raison d’être of every single elected government officials during a recent hearing of the Legacy-affiliated banks fiasco: that Senators and Congressmen are elected to represent the voice of their constituents.
He stressed that the reason why he along with other Senators are there in the Senate because they represent the “voice of Aling Grace (one of the victims of Legacy-affiliated banks) and vowed to continue representing these “voices” for as long as they are in the Senate.
One may call it grandstanding “in aid of election” but there is a modicum of truth in Senator Roxas’ statements. Indeed, Senators and Congressmen are called “representatives” because they represent the “voices” of those who elected them into their respective offices. But when does “representation” stop or does it ever stop?
This question has hogged political philosophies for ages. One of the oldest and most debated issues about democracy concerns the proper relationship between representatives and their constituents.
And this article participates in this debate. Do Senators really listen to their constituents? Do voters’ concerns/issues matter to them in between elections? Is the public agenda part of theirs? Are there other agenda in the Senate’s agenda?
I recently conducted a content analysis of all the Senate Resolutions (as one major source of Senate's agenda) filed in the 14th Congress, and found alarming results.
The top ten Senators who filed the most number of resolutions are Senator Miriam Santiago, topped the list with 27% of the total number of resolutions filed. She is followed by Senators Manuel Villar, Loren Legarda, Lito Lapid, Jamby Madrigal, Mar Roxas, Jinggoy Estrada, Richard Gordon, Pia Cayetano, Ramon Revilla Jr. and Gregorio Honasan.
Close to 64% of the Senate Resolutions filed in the 14th Congress in the Senate are inquiries in aid of legislation. Surprisingly, two out of five or 19.4% of the resolutions are meant to commend individuals and institutions that have excelled or were given awards here and abroad. It is followed by calls for investigation in aid of legislation and by the expression of the “Sense of the Senate” which mostly expresses the stand/position of Senators on a number of issues.
Of the 808, Senate Resolutions considered 41% came from Senators’ personal assessment and analysis .
Close to 24% of the Senate Resolutions are based from press reportage. These resolutions directly quoted from press reports and/or culled from various news sources and media outfits.
Some 20% of the Senate Resolutions are based on personalities. Only 15% is based from demands or statements from interest groups and individuals.
Of the Senate Resolutions that used the press as basis, there is an apparent preference for Print (mostly coming from the Philippine Daily Inquirer) Close to 91% of the Senate Resolutions that used Press as a legislative prompts, used Print while a measly 2% is based on Internet (web presence of major TV and print outfits). There are very negligible results from TV and Radio.
The results of the cross-tabulation between Senators and legislative prompts show interesting results. Senator Miriam Santiago showed preference for the Press as her “legislative prompts”. She heavily used the press as her source of information in filing for resolutions. She beat by a thousand miles media personality Senator Loren Legarda who only used the Press in 10 of her Senate Resolutions.
Interestingly, there are Senators who are “heavy praisers” i.e. those that issued the most number of commendation resolutions. Topping the list is Senator Manny Villar. A distant second is Senator Lito Lapid.
Looking at the forest
Senators based their agenda in filing Senate Resolutions on the combination of personal initiatives and constituents’ interests. Senators are clearly aware that “representative” democracy does not necessarily mean just representing the “voices” of their constituents but also asserts their personal assessments of situations.
This is consistent with a liberal democratic framework where the representative has a particular role to play: he is responsible to his electorate but he is not its delegate; he represents a geographical collection of opinions but is not required to surrender his own.
There is however an alarming finding. Senators’ preference on media coverage as a source of agenda in Senate Resolutions is worthy of note. By relying on press coverage, Senators maybe basing their resolutions on mediated reality i.e. only those considered by the press as important are being covered.
These issues covered by the press and have been made part of Senate Resolutions as Senate agenda may not be important in the eyes of the larger constituencies. Other issues which could be more important may not be part of the media coverage and therefore outside the Senators radar.
In such a case, Senators are in danger of practicing (mis)representative democracy – where press coverage supplants the real issues of their constituents or their own personal initiatives in formulating their agenda.
With heavy reliance on press coverage, Senators may end up representing media agenda and not public interests – a fatal blow on the much-vaunted democracy in the country.
Tuesday, March 10, 2009
Consumer Behavior during Crisis: a tall order for Advertisers (Part 2)
by Ronald Jabal
Evolving tastes in brands
The PSRC survey also tracked changes in consumers’ behavior across product categories revealing important insights to evolving preferences during less-than-ideal environment.
During crisis periods, Pinoys are kicking the habit of “going-solo” in paying for beer sessions with friends. Instead, sharing and dividing the costs of beer consumption are becoming the order of the day.
Even the choice of the place where they enjoy their favorite beer brand changes as they drink more at home or in cheaper places – forgetting for a while the flashy beer gardens they used to go to for night-outs. PSRC said 38% of consumers are likely to switch brands while 37% reduces the number of beer bottles they consume.
Pinoy smokers also feel the pinch as they reduce “puffs” of their favorite brands. They buy by the stick than by packs. They also are now more considerate of prices among outlets with some going out of their way just to get cheaper cigarette sticks.
The PSRC survey discloses that, in times of crisis, 28% of smokers switch brands while a staggering 57% reduces quantity.
As regards home care products, more and more Pinoys are showing very discriminating tastes scouring the market for more efficient and multi-purpose products that are suited for their basic needs.
In times of crisis, some are products and being considered unnecessary and a number of consumers are aggressively looking for promos. Some 42% of those surveyed says they switch brands while 43% reduce number of home care products in difficult times.
Tech-savvy consumers are also rethinking their purchases of electronic gadgets. Gadgets are fast becoming “on a need “and on an “exact-specs please” basis only replacing the “must-have-coz-my-friend-has” era. Gadgets that contain and promote multi-functionality, cheap and bundled with a lot of freebies are the current preference.
In the period of “tight-budgeting”, 33% is switching brands and 50% is reducing purchases of electronic gadgets.
The consumer behavior around telecom services is quite similar to behavior in gadget purchases. More users tend to be open to changing their habits. They limit the amount of use of phone for calls/ SMS. They downgrade plans; do not go beyond free minutes/SMS, use multiple SIM cards, and are switching from postpaid to pre-paid schemes t better control consumption.
Promos on free or unlimited calls/ SMS are most appealing. More than half (55%) of consumers switch brands and also more than half (53%) reduce purchase of telecom services.
Expectedly, behavior around food and beverage and personal care products are changing. Pinoys cut their consumption of soft drinks; eat less or in cheaper places; pay attention to amount purchase and are now likely to bring home “doggy” bags”.
Unlike before, people bring home unfinished food when eating out. While 36% switch brands, 51% reduce quantity of purchases in food and beverage category.
As to preference and purchases towards personal care products, Pinoys are more prudent in product purchase and consumption. ”Bottoms up” i.e. finishing all the contents before throwing out is becoming the norm among consumers. Shockingly, Pinoys are using products less frequently to save on purchases.
The “tipid” mentality is all over the place even as they pursue products that offer good promos. In crisis periods, 39% switches brands while 47% reduces the number of personal care products.
There is also a marked change in the behavior of consumers in the light of increasing fuel prices. More and more people plan trips and errands to save in gas. They use car less and more people are re-discovering commuting to and from the office.
Even driving habits are being changed to adapt to highly volatile fuel price environment. In purchasing fuel, 35% of Pinoys switches brands while 46% reduces quantity.
Esteban believes the key lesson that advertisers should learn from these is very basic- knowing their consumers really, really really well.
“Immersion with your consumers is a quick and insightful way of understanding the coping behavior of your consumers. In times like this, there is a need to redefine value in your category: absolute amount in relation to pack size, cash poor vs. cash rich segments, “Esteban said, even as he reminded PANA members that recessionary periods are rich in innovations.
“Consumers are willing to adapt new products, and companies are and will be forced to innovate to survive,” he added.
He ended his presentation with a clear message, “Promote, communicate value, heighten saliency and invest in marketing research”.
Evolving tastes in brands
The PSRC survey also tracked changes in consumers’ behavior across product categories revealing important insights to evolving preferences during less-than-ideal environment.
During crisis periods, Pinoys are kicking the habit of “going-solo” in paying for beer sessions with friends. Instead, sharing and dividing the costs of beer consumption are becoming the order of the day.
Even the choice of the place where they enjoy their favorite beer brand changes as they drink more at home or in cheaper places – forgetting for a while the flashy beer gardens they used to go to for night-outs. PSRC said 38% of consumers are likely to switch brands while 37% reduces the number of beer bottles they consume.
Pinoy smokers also feel the pinch as they reduce “puffs” of their favorite brands. They buy by the stick than by packs. They also are now more considerate of prices among outlets with some going out of their way just to get cheaper cigarette sticks.
The PSRC survey discloses that, in times of crisis, 28% of smokers switch brands while a staggering 57% reduces quantity.
As regards home care products, more and more Pinoys are showing very discriminating tastes scouring the market for more efficient and multi-purpose products that are suited for their basic needs.
In times of crisis, some are products and being considered unnecessary and a number of consumers are aggressively looking for promos. Some 42% of those surveyed says they switch brands while 43% reduce number of home care products in difficult times.
Tech-savvy consumers are also rethinking their purchases of electronic gadgets. Gadgets are fast becoming “on a need “and on an “exact-specs please” basis only replacing the “must-have-coz-my-friend-has” era. Gadgets that contain and promote multi-functionality, cheap and bundled with a lot of freebies are the current preference.
In the period of “tight-budgeting”, 33% is switching brands and 50% is reducing purchases of electronic gadgets.
The consumer behavior around telecom services is quite similar to behavior in gadget purchases. More users tend to be open to changing their habits. They limit the amount of use of phone for calls/ SMS. They downgrade plans; do not go beyond free minutes/SMS, use multiple SIM cards, and are switching from postpaid to pre-paid schemes t better control consumption.
Promos on free or unlimited calls/ SMS are most appealing. More than half (55%) of consumers switch brands and also more than half (53%) reduce purchase of telecom services.
Expectedly, behavior around food and beverage and personal care products are changing. Pinoys cut their consumption of soft drinks; eat less or in cheaper places; pay attention to amount purchase and are now likely to bring home “doggy” bags”.
Unlike before, people bring home unfinished food when eating out. While 36% switch brands, 51% reduce quantity of purchases in food and beverage category.
As to preference and purchases towards personal care products, Pinoys are more prudent in product purchase and consumption. ”Bottoms up” i.e. finishing all the contents before throwing out is becoming the norm among consumers. Shockingly, Pinoys are using products less frequently to save on purchases.
The “tipid” mentality is all over the place even as they pursue products that offer good promos. In crisis periods, 39% switches brands while 47% reduces the number of personal care products.
There is also a marked change in the behavior of consumers in the light of increasing fuel prices. More and more people plan trips and errands to save in gas. They use car less and more people are re-discovering commuting to and from the office.
Even driving habits are being changed to adapt to highly volatile fuel price environment. In purchasing fuel, 35% of Pinoys switches brands while 46% reduces quantity.
Esteban believes the key lesson that advertisers should learn from these is very basic- knowing their consumers really, really really well.
“Immersion with your consumers is a quick and insightful way of understanding the coping behavior of your consumers. In times like this, there is a need to redefine value in your category: absolute amount in relation to pack size, cash poor vs. cash rich segments, “Esteban said, even as he reminded PANA members that recessionary periods are rich in innovations.
“Consumers are willing to adapt new products, and companies are and will be forced to innovate to survive,” he added.
He ended his presentation with a clear message, “Promote, communicate value, heighten saliency and invest in marketing research”.
Consumer Behavior during Crisis: a tall order for Advertisers (Part 1)
by Ronald Jabal
Time and again, Filipinos have proven to all and sundry of their ability and capability to weather any storm that hit the country. While others suffer a lot even from a small pinch brought about by political, social and more so economic upheavals, Pinoys have been able to cope and adapt to the ever changing environment they live in.
But will the more than 90 Million Filipinos be able to shrug off the financial crisis that is currently being experienced around the world? Will they be able to cope with the rising unemployment; dwindling savings; and the constant adjustments in the prices of basic goods and services? Will the Pinoy consumers hit rock bottom this time and grovel at the sight of the rampaging difficulties now and ahead?
The crisis is here all right. It is felt by all indeed, but even prophets of doom and local pundits are one in saying the resiliency of Filipinos remain intact and cannot be easily shattered. Filipinos have stared at the eyes of the 1997 Asian financial crisis and survived, they will do the same this time around.
This is confirmed by a survey recently conducted by the Philippine Social Research Center (PSRC) which was presented during the General Membership Meeting of the Philippine Association of National Advertisers (PANA) last February 27, 2009 at the Rock Hard Café Glorietta III Makati City.
When the going gets tough, Pinoys adapt.
In his presentation titled “Storm clouds over us: Understanding the Filipino consumer in times of Crisis”, R. Esteban of the PSRC stressed that Filipinos will once again overcome the on-going crisis given their innate ability to evolve and adapt to any crisis before them. “It’s not that bad actually As Pinoys seem to be coping forever”, Esteban said.
He, however, disclosed that there are a number of changes in consumer attitudes and behavior during crisis periods that advertisers need to know and consider in the development of their campaign plans and media mixes.
“The rules of the marketing landscape maybe changing. There is a need for more careful market segmentation strategies. In the short term, behavioral dimensions may be more important than lifestyle or brand attitudes or even consumer needs,” Esteban said.
He quickly pointed out though that brands remain important. “Don’t forget to invest in them. Do not starve your brands. Brands can maintain even build trust by showing sympathy and engaging emotionally with consumers,”
If push comes to shove, Pinoys evolve.
During his well-received presentation, Esteban disclosed a number of observed changes in attitudes and behavior of Filipino consumers during the period of crisis.
Based on the survey, there appears a general feeling of frustration among consumers and they talk about shifting gear towards “survival mode” However, unlike other people elsewhere, Pinoys do not express their frustration through aggression. Instead, they cope through withdrawal. In response to crisis, Filipinos take comfort in the warmth of self and family. They generally accept the current situation and work around it by exploring all possible sources of income “to make ends meet”.
Pinoys do more over time work to earn an extra buck. They get side jobs, multiple jobs and start small businesses on the side. They also borrow money from friends, relatives and other sources such as SSS, Pag-Ibig etc.
Along with these changes, Pinoy’s taste also adjusts and adapt to the changing environment. Esteban says brands are now more scrutinized as consumers want value for their little money. He discloses that there seems to be a shift from premium brands to less premium; look at performance rather than image of the brand; from imported to local; and from branded to unbranded.
During crisis situations, Pinoy consumers also become “wiser” when they buy products. They give priority to basic goods; express more interest and preference to product promotions; and are less impulsive in their purchases.
Upscale and mid-low income households express different interests in buying products when times are hard. Consumers belong to C and D stock lesser quantity and prefer small packages while those belonging to B and C buy in large quantities and prefer bigger sizes – underscoring the need for a more careful look at market segmentation. Both Upscale and Mid-low income households however agree in one issue i.e. they both compare brands by reading labels.
Even behaviour in using products and services are also affected. “Dun tayo sa makakatipid” is the prevailing sentiment. There is an observed decrease in usage/ consumption, product substitution, and declining in the usage of “not so important” products like mouthwash, moisturizers and the like.
Esteban also disclosed that lifestyle activities are being sacrificed during crisis periods. Going-outs are being reduced as gimmicks are now being carefully planned. Instead of high-priced bar and restaurants, they are “downgrading” themselves to mid-priced establishments even as they look for cheaper alternatives. Some consumers have also dropped other “indulgences” previously availed regularly when times are a lot better.
People are cutting expenses on parlors and salons, gyms and massages. There seems to be an apparent shift to simpler activities – ala “back to home” fun activities.
Time and again, Filipinos have proven to all and sundry of their ability and capability to weather any storm that hit the country. While others suffer a lot even from a small pinch brought about by political, social and more so economic upheavals, Pinoys have been able to cope and adapt to the ever changing environment they live in.
But will the more than 90 Million Filipinos be able to shrug off the financial crisis that is currently being experienced around the world? Will they be able to cope with the rising unemployment; dwindling savings; and the constant adjustments in the prices of basic goods and services? Will the Pinoy consumers hit rock bottom this time and grovel at the sight of the rampaging difficulties now and ahead?
The crisis is here all right. It is felt by all indeed, but even prophets of doom and local pundits are one in saying the resiliency of Filipinos remain intact and cannot be easily shattered. Filipinos have stared at the eyes of the 1997 Asian financial crisis and survived, they will do the same this time around.
This is confirmed by a survey recently conducted by the Philippine Social Research Center (PSRC) which was presented during the General Membership Meeting of the Philippine Association of National Advertisers (PANA) last February 27, 2009 at the Rock Hard Café Glorietta III Makati City.
When the going gets tough, Pinoys adapt.
In his presentation titled “Storm clouds over us: Understanding the Filipino consumer in times of Crisis”, R. Esteban of the PSRC stressed that Filipinos will once again overcome the on-going crisis given their innate ability to evolve and adapt to any crisis before them. “It’s not that bad actually As Pinoys seem to be coping forever”, Esteban said.
He, however, disclosed that there are a number of changes in consumer attitudes and behavior during crisis periods that advertisers need to know and consider in the development of their campaign plans and media mixes.
“The rules of the marketing landscape maybe changing. There is a need for more careful market segmentation strategies. In the short term, behavioral dimensions may be more important than lifestyle or brand attitudes or even consumer needs,” Esteban said.
He quickly pointed out though that brands remain important. “Don’t forget to invest in them. Do not starve your brands. Brands can maintain even build trust by showing sympathy and engaging emotionally with consumers,”
If push comes to shove, Pinoys evolve.
During his well-received presentation, Esteban disclosed a number of observed changes in attitudes and behavior of Filipino consumers during the period of crisis.
Based on the survey, there appears a general feeling of frustration among consumers and they talk about shifting gear towards “survival mode” However, unlike other people elsewhere, Pinoys do not express their frustration through aggression. Instead, they cope through withdrawal. In response to crisis, Filipinos take comfort in the warmth of self and family. They generally accept the current situation and work around it by exploring all possible sources of income “to make ends meet”.
Pinoys do more over time work to earn an extra buck. They get side jobs, multiple jobs and start small businesses on the side. They also borrow money from friends, relatives and other sources such as SSS, Pag-Ibig etc.
Along with these changes, Pinoy’s taste also adjusts and adapt to the changing environment. Esteban says brands are now more scrutinized as consumers want value for their little money. He discloses that there seems to be a shift from premium brands to less premium; look at performance rather than image of the brand; from imported to local; and from branded to unbranded.
During crisis situations, Pinoy consumers also become “wiser” when they buy products. They give priority to basic goods; express more interest and preference to product promotions; and are less impulsive in their purchases.
Upscale and mid-low income households express different interests in buying products when times are hard. Consumers belong to C and D stock lesser quantity and prefer small packages while those belonging to B and C buy in large quantities and prefer bigger sizes – underscoring the need for a more careful look at market segmentation. Both Upscale and Mid-low income households however agree in one issue i.e. they both compare brands by reading labels.
Even behaviour in using products and services are also affected. “Dun tayo sa makakatipid” is the prevailing sentiment. There is an observed decrease in usage/ consumption, product substitution, and declining in the usage of “not so important” products like mouthwash, moisturizers and the like.
Esteban also disclosed that lifestyle activities are being sacrificed during crisis periods. Going-outs are being reduced as gimmicks are now being carefully planned. Instead of high-priced bar and restaurants, they are “downgrading” themselves to mid-priced establishments even as they look for cheaper alternatives. Some consumers have also dropped other “indulgences” previously availed regularly when times are a lot better.
People are cutting expenses on parlors and salons, gyms and massages. There seems to be an apparent shift to simpler activities – ala “back to home” fun activities.
Thursday, March 5, 2009
DLSU studes care about the environment too - survey
by Ronald Jabal
I recently conducted a small purposive survey among DLSU Org Com Students about their attitudes and beliefs on carpooling. (The same survey instrument used in DLSU was also administered among employees of ABS-CBN International).
The survey results will inform a carpool campaign program that will be developed as part of a submission to a graduate course on Public Campaigns in UP Diliman.
While most people associate carpooling as a cost-reduction scheme, it is nevertheless a small, but, when a number of people participate in it, can be a potent tool to reduce carbon emission – hence carpooling is an environment protection tool as well.
At first, my initial suspicions tell me that DLSU students may not be as “environmental” as they are perhaps more “sheltered” than “usual” students. They probably care less about the environment and are more concerned about image, identity, and status among others.
Heck, they probably do not even care about possible cost-savings when they participate in a carpooling program as they more care about self-image as a “car owner”.
But, boy, I was wrong. Absolutely wrong.
Survey results show DLSU students (n=60) care about the cost-savings they will incur when they participate in a carpooling program; and they believe that carpooling can help reduce traffic congestion and help protect the environment. Close to 76% says carpooling can help protect the environment.
Status symbol and/or self-image as a “school bus” driver if one participates in a carpooling program are almost immaterial to the students. More than 75% says status symbol is not important even as they believe carpooling is more fun especially when done with friends.
DLSU students will consider carpooling for a number of reasons: (1) if priority parking space is offered to carpoolers; (2) if there are additional incentives to car owners participating in carpooling program; and (3) if schedules among friends/carpoolers will be managed (same route and time)
There are other valuable insights from the survey results. The abovementioned results can, however, already be used to develop a campaign for carpooling in DLSU.
One can already developed campaign materials revolving around cost-savings or that carpooling is pro-environment. To further entice carpoolers can already develop an advocacy plan to convince DLSU management to provide priority space for carpoolers etc.
We would not have known good insights to inform our campaigns if we didn’t do the survey right?
Hence, once again, research remains really, really, really, important in campaign planning and implementation.
I recently conducted a small purposive survey among DLSU Org Com Students about their attitudes and beliefs on carpooling. (The same survey instrument used in DLSU was also administered among employees of ABS-CBN International).
The survey results will inform a carpool campaign program that will be developed as part of a submission to a graduate course on Public Campaigns in UP Diliman.
While most people associate carpooling as a cost-reduction scheme, it is nevertheless a small, but, when a number of people participate in it, can be a potent tool to reduce carbon emission – hence carpooling is an environment protection tool as well.
At first, my initial suspicions tell me that DLSU students may not be as “environmental” as they are perhaps more “sheltered” than “usual” students. They probably care less about the environment and are more concerned about image, identity, and status among others.
Heck, they probably do not even care about possible cost-savings when they participate in a carpooling program as they more care about self-image as a “car owner”.
But, boy, I was wrong. Absolutely wrong.
Survey results show DLSU students (n=60) care about the cost-savings they will incur when they participate in a carpooling program; and they believe that carpooling can help reduce traffic congestion and help protect the environment. Close to 76% says carpooling can help protect the environment.
Status symbol and/or self-image as a “school bus” driver if one participates in a carpooling program are almost immaterial to the students. More than 75% says status symbol is not important even as they believe carpooling is more fun especially when done with friends.
DLSU students will consider carpooling for a number of reasons: (1) if priority parking space is offered to carpoolers; (2) if there are additional incentives to car owners participating in carpooling program; and (3) if schedules among friends/carpoolers will be managed (same route and time)
There are other valuable insights from the survey results. The abovementioned results can, however, already be used to develop a campaign for carpooling in DLSU.
One can already developed campaign materials revolving around cost-savings or that carpooling is pro-environment. To further entice carpoolers can already develop an advocacy plan to convince DLSU management to provide priority space for carpoolers etc.
We would not have known good insights to inform our campaigns if we didn’t do the survey right?
Hence, once again, research remains really, really, really, important in campaign planning and implementation.
Wednesday, March 4, 2009
No online charm for 2010 wannabees ala Obama
by Ronald Jabal
Barack Obama did not only make history when he became the first black US president but he made huge leaps in how political campaigning can and should be done through his excellent understanding of the power of new media.
He used social networking cybersites to move people in the real world – community organizing, online – and the youth is its prime mover! He capitalized on the potency of the Internet and has reaped the reward – the Oval Office.
Just look at this stats:
The social media network developed by the Barack Obama campaign created more than 3,500,000 friends for Barack Obama. YouTube, the largest online video streaming site, shows more than 134,000 subscriptions and FaceBook shows more than 3,000,000 supporters.
With presidential elections in the Philippines not too far from now, can the current crop of presidential wannabees replicate the Barack online charm?
Maybe not.
What’s preventing the wannabees from harnessing the potential of the Internet is the STILL small number of internet penetration in the country.
While it is steadily growing across the country by leaps and bounds, the country has a measly 18% Internet usage rate. Most Internet users still access through cybercafés and use pre-paid dial-ups. The figure is much lower for mobile internet users as it only hovers around 3%.
Most Pinoy use Internet to chat, play games, send emails, personal and academic researches, and download music – none towards anything political . This clearly shows, unlike in the US, Pinoy Internet users are “socializers” – using the web for social activities and entertainment.
As a consequence, new media in the Philippines has yet to be considered part of the “mainstream” that would merit the attention and space in political campaigns. The personal websites of the current crop of presidential wannabees were developed to simply announce their online existence – that they too have a presence in the cyberspace just like everybody else.
But using the website as a major tool, just like a TV, radio or print ad, to build the image and push the candidacy of a wannabee? Maybe not.
I don’t see Internet becoming a major campaign tool to hook in the youth by 2010. This, notwithstanding the framing of the wannabee as a “tech”savvy”.
Not in this election. Maybe in the future.
Just maybe.
Barack Obama did not only make history when he became the first black US president but he made huge leaps in how political campaigning can and should be done through his excellent understanding of the power of new media.
He used social networking cybersites to move people in the real world – community organizing, online – and the youth is its prime mover! He capitalized on the potency of the Internet and has reaped the reward – the Oval Office.
Just look at this stats:
The social media network developed by the Barack Obama campaign created more than 3,500,000 friends for Barack Obama. YouTube, the largest online video streaming site, shows more than 134,000 subscriptions and FaceBook shows more than 3,000,000 supporters.
With presidential elections in the Philippines not too far from now, can the current crop of presidential wannabees replicate the Barack online charm?
Maybe not.
What’s preventing the wannabees from harnessing the potential of the Internet is the STILL small number of internet penetration in the country.
While it is steadily growing across the country by leaps and bounds, the country has a measly 18% Internet usage rate. Most Internet users still access through cybercafés and use pre-paid dial-ups. The figure is much lower for mobile internet users as it only hovers around 3%.
Most Pinoy use Internet to chat, play games, send emails, personal and academic researches, and download music – none towards anything political . This clearly shows, unlike in the US, Pinoy Internet users are “socializers” – using the web for social activities and entertainment.
As a consequence, new media in the Philippines has yet to be considered part of the “mainstream” that would merit the attention and space in political campaigns. The personal websites of the current crop of presidential wannabees were developed to simply announce their online existence – that they too have a presence in the cyberspace just like everybody else.
But using the website as a major tool, just like a TV, radio or print ad, to build the image and push the candidacy of a wannabee? Maybe not.
I don’t see Internet becoming a major campaign tool to hook in the youth by 2010. This, notwithstanding the framing of the wannabee as a “tech”savvy”.
Not in this election. Maybe in the future.
Just maybe.
Tuesday, March 3, 2009
Changing media consumption: the rise of i-Media
by Ronald Jabal
The current media environment is becoming a headache among campaign planners. Channel and media mixes are in constant flux.
The old concept of an all powerful media (TV, Radio, Print) no longer exists given the ever increasing empowerment of the consumers – consumers who cannot be pinned down on a given place and/or time.
More and more consumers are on the road. They are better informed; are expert multi-taskers; impatient; and are harder to reach, attract and engage.
Consequently, the consumers’ media habits are also changing. They prefer info-on-demand; determine their own media content; can easily switch channels; and prefer anything “instant”.
This could partly explain why cinema viewing is down; readership is declining; TV viewing remains high but TV ad consumption is waning; and out of home or outdoor media consumption is up.
Unfortunately, media outfits are finding it difficult to catch up. Traditional media outlets remain high and growing. There remains more than 100 magazine titles; close to 650 commercial radio stations; mre than 105 newspapers (national and local) and 7 VHF/8UHF channels. Even ad placements in these channels remain high.
This media clutter does not respond well to the changing consumer behaviors.
There is some silverlining though. Leading media and advertising agencies are shifting attention to alternative media. To catch audiences, they are now placing branded content; increasing events sponsorships; developing more and more out of home and point of sale ads and are engaging in multi-media tie ups and online activities.
Other agencies are increasing placements of subliminal ads in TV programs and local films and developing and placing conceptualized segments and brand bugs.
Clearly, we are experiencing some shifts and shakedowns. Ad agencies and media outfits stand to lose all if they do not catch their consumers.
They will lose everything if they fail to realize that mass media is giving way to emergence of individualized media or i-Media.
The current media environment is becoming a headache among campaign planners. Channel and media mixes are in constant flux.
The old concept of an all powerful media (TV, Radio, Print) no longer exists given the ever increasing empowerment of the consumers – consumers who cannot be pinned down on a given place and/or time.
More and more consumers are on the road. They are better informed; are expert multi-taskers; impatient; and are harder to reach, attract and engage.
Consequently, the consumers’ media habits are also changing. They prefer info-on-demand; determine their own media content; can easily switch channels; and prefer anything “instant”.
This could partly explain why cinema viewing is down; readership is declining; TV viewing remains high but TV ad consumption is waning; and out of home or outdoor media consumption is up.
Unfortunately, media outfits are finding it difficult to catch up. Traditional media outlets remain high and growing. There remains more than 100 magazine titles; close to 650 commercial radio stations; mre than 105 newspapers (national and local) and 7 VHF/8UHF channels. Even ad placements in these channels remain high.
This media clutter does not respond well to the changing consumer behaviors.
There is some silverlining though. Leading media and advertising agencies are shifting attention to alternative media. To catch audiences, they are now placing branded content; increasing events sponsorships; developing more and more out of home and point of sale ads and are engaging in multi-media tie ups and online activities.
Other agencies are increasing placements of subliminal ads in TV programs and local films and developing and placing conceptualized segments and brand bugs.
Clearly, we are experiencing some shifts and shakedowns. Ad agencies and media outfits stand to lose all if they do not catch their consumers.
They will lose everything if they fail to realize that mass media is giving way to emergence of individualized media or i-Media.
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