‘Why and why not target the resisting market segment’
By Ardy Roberto, Ned RobertoQ: We’re hoping that you won’t shift to another topic because we have our own question on market segment targeting. That was what your last Friday’s column was about.
Q: We’re hoping that you won’t shift to another topic because we have our own question on market segment targeting. That was what your last Friday’s column was about.
Q: Some three years ago, our son’s MBA professor told his class that research has shown that if a company is able to raise its customer retention by 5 percent, this will lead to a profitability increase of at least 35 percent and even to at most 95 percent. In a recent seminar conducted by a popular entrepreneur we heard this same proposition.
Q: In your last Friday’s column, you talked about banks extending their marketing to life insurance. We have also noticed that banks like the two largest banks—BPI and BDO—are also expanding into owning and operating real estate development and shopping malls. Why are banks going into these businesses?
Q: We’re one of those banks that have been failing in the marketing of bank services and life insurance. When we compare what we’re doing against those that are succeeding, we do not find anything that different. And so we’re stuck with the question: “Why do some banks succeed but many are failing in marketing bank services and life insurance?”
Q: We heard that you (the Senior MRx-er) once spoke in a marketing conference where you shared how your research helped CDO discover an amazing product innovation.
Q: After many attempts, our product development people have finally been able to come out with a truly superior brand of juice drink versus the leading brand.
I am writing to you today in response to your column published in the Philippine Daily Inquirer last Nov. 16.
Q: We were in a professional management association meeting on branding when one of the resource speakers in the panel asked: “Considering the times and the fact that we are a poor country, why the fuss over global branding? Why don’t we instead talk about the global recession we’re all in and figure out how to get out of this?”
Q: We’ve developed a new chicken recipe like Bon Chon’s but better-tasting and without loss of meat size after frying. We asked a market research agency to product-test our new chicken recipe, first the concept and then the prototype.
We’re a group of graduating marketing students this coming school year. We’re enrolled now in a northern Luzon university doing summer make-up classes. For our summer course’s marketing project, our professor has assigned us to apply to one of the hotels in our province your series on business growing. He has permitted us to write you and ask some questions. But please do not identify us in your answer.
Q: We’re a struggling medium-sized consumer company. We were early in joining the bandwagon of those who are into consumer promos. Generally speaking, they’ve been working for us although we noticed that while sales continue to increase, the size of those increases has become lesser and lesser. There was one time when your column said [...]
(Happy birthday Dr. Ned!) AS a kid, I grew up listening to my dad, Ned Roberto, Ph.D. (or Dr. Ned or Lolo Ned to the thousands of people he has taught and mentored), tell marketing stories. He’d tell me about the problems and concerns that his clients came to him with. My dad has a [...]
