Inception: Branding Ideas to Life

This forum was the first Marketing Forum organized by AGSB students, and so our class - headed by Professor Joseph De Ungria (Coach Bong) - is very proud of this feat.

Our 2 guest speakers - Ms. Jonah De Lumen of GK and Mr. Brendan Yu of Jollibee, provided the right mix of information and inspiration for the audience (which was composed mainly of AGSB students from Strama and Marketing Management classes, as well as a few outsiders). 

All-in-all (and as shown by the joy expressed on our faces in the pictures below), the forum was a success.

More information about the forum can be found on our official site.

Quote of the day

"To be somewhere you've never been, you must do something you've never done."

Hmmm. Where do I want to go? What should I do to get there?

10 Learning Questions for Chapter 10: "Crafting the Brand Positioning"

Want to have a quick "teaser" of what Kotler's Chapter 10 is all about?

Here are 10 questions which cover some of the topics discussed in "Crafting the Brand Positioning"

Chapter 10 - Crafting the Brand Positioning

View more presentations from Lesley Ardelle Espiritu.

10 Questions + Personal Marketing Plan

Ok. Aside from the Marketing Forum which happens one week from now (gaaah, so little time, so much to *still* do!), the highlights of this week's lesson are the following:

1. 10 Questions based on the chapter assigned to you (mine is Chapter 10), due on September 2, 2010, 11:55 p.m. An overview of the assignment is summarized in the following Powerpoint Presentation:

Learning by Coaching for Marketing Concept Mastery

View more presentations from Remigio Joseph DeUngria.

The template for the assignment is shown in the following Powerpoint presentation:

HM Downloadable Template For 10 Multiple Type Questions

View more presentations from Remigio Joseph DeUngria.

2. Personal Marketing Plan, due on September 23, 2010, 11:55 p.m.

Prof. Remigio De Ungria Template And Sample For Personal Marketing Plan

View more presentations from Remigio Joseph DeUngria.

4th meeting

Today, Group 6 reported on "Competing with Value-Based Companies." After their report, Coach Bong discussed the relationship of Quality and Price. On one side of the coin, there is "Ripping Off" (low quality, high price), and "Value-Based Pricing" (high quality, low-medium-high price).

Group 7 reported on "How to Write a Positioning Statement." They discussed the 4 parts of such a statement:

1. Target Group and Need

2. Brand

3. Concept

4. Point of difference

Coach then asked us to write our very own positioning statement. Thing is, we've already posted our "elevator statement" on our LinkedIn profiles (here's mine: http://ph.linkedin.com/in/lesleyespiritu). We were supposed to "improve" on it using the new things we learned on the report. I kinda like the original elevator statement I made, so I did not edit it anymore (haha, yabang). I made it shorter, though. More "straight-to-the-point."

Double!

I am so stressed out.

I've been up all night making our Powerpoint presentation for our group report for TOMORROW. I've already conditioned my mind to absorb BRAND VALUATION. I eat, speak and breathe BRAND VALUATION (ok, so maybe I exaggerate).

My group mates and I emailed back and forth this morning, and when we finally decided that the Powerpoint was ok, we then proceeded to post it to the VCoach discussion board. Success! Group report posting done! Remember that I was feeling so pleased with myself earlier (see previous blog entry) because we were able to finish the report on time?

Just imagine my shock (and stress) when one of my group mates (Tanya) texted me that ANOTHER group posted the same GROUP NUMBER and the same GROUP REPORT TOPIC on the FB Discussion Board! Did we get the group number wrong??? Did I stay up all night making the wrong presentation???

STRESS!!!!

Why Ayala Land is a great local brand

Ayala Land Incorporated (ALI), the real estate division of Ayala Corporation, has made a name for itself as a stand-alone brand. Its products are obviously the most visible (how can you miss a 36-storey high condominium?). The Makati Business District is like an ALI showroom, showcasing ALI's best products, from condominiums to malls. ALI has helped Makati boost the value of its real estate, and has also helped build sustainable communities in the area.

ALI continuously works on its product design: functionality, aesthetic, and the "perks" or additional services. When consumers buy ALI real estate, they are assured of spaces which are functional, pleasing to the eye, and which will give them value for their money. They are also assured of great services that come with being an ALI homeowner (amenities, customer service, property management). They are assured of the good reputation that comes with the ALI brand ("Where do you live?" "Serendra" "Ayala? Wow, sosyal."). ALI is also aware of its role in the community: they know that their products eat up a large part of the earth's resources, so they aim to design, construct and manage communities which are sustainable.

http://www.atayala.com