This Summit is a rallying call for the immediate creation of strategic solutions and pragmatic approaches to Marketing in order to survive, to thrive and even drive growth in a recession.
 
It is an affirmation that we Filipinos, cooperatively, can “move over crisis!” Yes, we can manage the crisis over obstacles that stand our way and yes, we can turn it around to our advantage! 

The Philippine Marketing Crisis Summit
Topics/Speakers     
 

 

Day 1: CRISIS MARKETING ISSUES

General Crisis Issues 
 

 

“Philippine Economic Outlook 2009-2010”
 
Prof. Bernie Villegas
University of Asia and the Pacific

The “Prophet of Boom” shares his current vital information and his fearless forecast on the Philippine economy and the OFW situation abroad that will provide our delegates a wider perspective of the crisis and offer pragmatic insights into the next wave. 

 

 

“Insight Marketing: Probing into the Filipino Consumer in Turbulent Times”         
 
Yoly Ong
Group Chairperson
Campaigns & Grey
 
To what extent has the Filipino consumer behavior changed during the difficult period? On the other hand, how does a company maintain customer focus in the face of an environment that cries out for cost-cutting, down-sizing and laying off? Should it continue to drive business growth and invest, or, should it hide under the table till the recession blows over? 
 

 

Sectoral Crisis Issues              

 

“Global Economic Situation: Let’s Look Beyond the Obvious” 

• Speaker from the American Chamber of Commerce
• Speaker from the British Embassy
• Speaker from the Japanese Embassy  

Top fiscal and economic gurus from the other parts of the world are convening to chart the road maps out of the crisis. Although of desirable expectation, there’s little evidence to suggest that a recession will be less painful. Witness that beyond the gloom, there are country sectors bold enough to change direction and bring their bases to the next levels. 
 
 

“The Law of Supply and Demand in the Business Process Outsourcing (BPO) Industry” 
 
Oscar Sañez
CEO, Business Processing Association of the Philippines (BPAP)
 
The BPO-IT industry is now the fastest-growing industry in the Philippines and is the only one projecting double-digit growth amidst the global economic crisis. By 2010, it hopes to attain 700,000 jobs, generating US $12 Billion revenues for a 10% share of the global outsourcing and offshore market, second only to India as top outsourcing destination in the world. Can the BPO industry really sustain this growth trend? Will the country be able to supply the qualified talent required to sustain its growth? With the recent worldwide recession, what will be the direct impact on this industry’s growth projections?         
 

 

“The Role of Government in Boosting Brand PHILIPPINES”
 
Cerge Remonde*
Press Sec
 
We expect the following items: 1) salient talk points on government actions in managing the current economic crisis; 2) the role of government media in promoting balanced news in different times and 3) how to best brand the Philippines and thus, create a unique and quality image that best positions the country vis-à-vis the world to attract investors and tourists.
 
           
Day 2: MOVE OVER TRADITIONAL MARKETING

General Strategies
 

“From 4 P’s to 8 P’s of Marketing: The Expanded Services Marketing Mix”
 
Dr. Jochen Wirtz, Ph.D.*
Associate Professor, National University of Singapore
Co-Director, UCLA –NUS MBA Executive Program  
Co-author, International Edition of Services Marketing (2007)
 
To capture the distinctive nature of service performance, there is an imperative need to include the 4 other P’s. The 8 P’s of Services Marketing could change the paradigm of marketing practitioners particularly in a crisis environment where Customer Intimacy matters most.
 
 
“Market Driving Strategies”
 
Josiah L. Go
Chairman and Chief Marketing Strategist
Mansmith and Fielders
 
Market Driving Strategies is a new marketing tool to win new customers in times of crisis. It orients business firms to add another market dimension which focuses on marginal and non-customers. It expands the horizon of the company’s marketing position on a strategic thinking level. It helps marketers and businessmen alike, to avoid surprises and problems in the future and grab opportunities in today’s marketplace. 
 

 

“The Business Management Systems Model for SME’s”
 
Dr. Luz Suplico-Jeong
President
Association of Training Institute for Foreign Trade in the Asia and the Pacific (ATIFTAP)
 
Small and medium enterprises always clamor for new business models that will fit their nature as entrepreneurs, vis-à-vis corporate businessmen. The Business Management Systems Model, advocated by the International Trade Center from Geneva, Switzerland, may be the answer to their woes in times of crisis. Summed up, the model harps on only two functions in the business: marketing and production. You market what you produce and produce what you market. When you are able to do this, there are no business problems, only management problems. 
 

 

Move-In Strategies  
 

 

“Changing the Mindset of Filipino Entrepreneurs”
 
Jose Ma. A. Concepcion III
President and CEO
RFM Corporation
 
The global downturn can be viewed as “a good cold shower for the Philippine economic system.” It can have positive effects: it forces businesses to increase their efficiency, cut waste and strive to do things in smarter ways. Now is the opportune time for entrepreneurs to see things in more positive ways, to do something better, instead of whining at failures on circumstances beyond their control! 
 

 

“Advertising Beyond the Box”
 
Dave Guerrero*
Chairman
Chief Executive Officer
BBDO Guerrero
 
Advertising beyond the box or known simply as Out of the box advertising, should focus on the “Law of Attraction” to capture not only “share of voice” but “share of mind.” From different walks of life, the consumer’s attention is sorely needed to read, listen, watch and eventually comprehend advertising messages. There are a thousand and one commercials in the air waves, but who is watching anyway? Or are they switching channels?

 

 

“Reputation Management: The Rise of Public Relations”  
 
Dr. Nards Garcia, CPM
Dean, College of Business Administration
Lyceum of the Philippines University
 
In today’s highly competitive marketing communications environment, some soothsayers claim it is now “The Fall of Advertising and the Rise of Public Relations” (Ries and Ries, 2002). Reputation seems to be the “must have” requirement for all business enterprises today. Learn empirical data on the most “admirable” companies in both the local and global scenarios and how they raised the bar of excellence through public relations communication. 

 

“Marketing the Philippine Entertainment Industry: Let’s Celebrate Something Good in Difficult Times”
 
Ms. Charo Santos – Concio
President, ABS-CBN
 
Inundated daily by depressed news about the economic meltdown, most Filipinos are in greater need of comfort and relief from stress. The Entertainment industry is the closest sector in media that brings reassurance to our countrymen (here and abroad) that all will be well, despite the continuing shocks of difficulties and impoverishment.   
 

* To be confirmed.
 
PHILIPPINE MARKETING ASSOCIATION
Unit 1006-A, 10F West Tower
Philippine Stock Exchange Center
Exchange Road, Ortigas Center
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