Marketers to prime PH firms for Asean integration

The Philippine Marketing Association (PMA) is hoping to forge ties with various government agencies, including the Department of Trade and Industry, to help the public sector craft a clear economic vision for the country.

In a recent briefing, marketing professional Willy Arcilla said that the government and private industries can benefit from using marketing tools to ensure the sustainable and rapid growth of the economy.

In particular, marketing can help prepare local businesses, especially small and medium enterprises, for the onslaught of tighter competition once the Philippines integrates its economy with those of other members of the Association of Southeast Asian Nations (Asean) by 2015, Arcilla said.

Marketing is considered crucial in a growing economy like the Philippines as people tend to spend more willingly. But not all firms will benefit from the increase in demand and not all can grow as fast. Companies that fail, Arcilla said, are those that fail in their marketing.

The “winners” in times like these—with the Philippines emerging as the next Asian tiger economy—are those who do things right, he added.

The PMA, which is holding a national conference on June 27 to 28, further sees the emergence of the chief marketing officer as a critical strategist for Philippine companies.

The upcoming conference, “Roar of the Tiger: Will your brand roar in the rising Asian economy?” will pool together experts across the globe to share personal stories, strategies, key learning and words of inspiration.

Among the speakers lined up are veteran marketing strategist Ned Roberto, Tourism Secretary Mon Jimenez, Metro Pacific CEO Manuel V. Pangilinan and former Philippine President Fidel V. Ramos.