RCB sales management architecture

Notable filipino marketing generals and field commanders

"Read over and over again the campaigns of Alexander, Hannibal, Caesar, Gustavus, Turenne, Eugene and Frederic. ... This is the only way to become a great general and master the secrets of the art of war" Napoleon Bonaparte. I must quote the great Napoleon on the wisdom behind these proposition. Indeed, history would provide us the secrets to our humanity and how to move the world. In the same spirit, I would like to write this page to give you a glimpse on the finest marketing commanders that have graced our time. I have worked with many field managers and executed the grand marketing strategies. From market leaders Marlboro to "guerilla" products Boy Bawang; I honor them in this page. I will honor them for their skill and for their fighting spirit; such that despite the tides of opinion in every era sways so easily as the incumbent management dictates - they will nevertheless be remembered in this page for their finest hour in the field. My salute to the greatest Filipino Marketing Generals and Soldiers for their courage and marketing competence; my salute as well to fallen warriors and commanders who once a upon a time executed their finest hour in the field regardless of what defeat and disgrace awaits them.

Lucio Tan, the proponent of Fortune tobacco and Asia Brewery, has dodged arrows and catapults thrown at this way by no less than giants as Philip Morris and San Miguel.

Raymund Acedera, a son of Cagayan de Oro, he has maneuvered himself to the second highest post of Best Foods Unilever from various field commands of Unilever. Raymund has inspired me as a young college student to pursue a career in Corporate Sales.

Congressman Peter Unabia, First District Misamis Oriental, is story worth out interest and analysis. A General who worked his wat to the top using competence and foresight. Started his career in the agrivet sales and distribution business, using his know how in the business - ventured into a highly successful poultry business and lechon manok with his Sr. Pedro brand. Ventured further in the agrivet business with his anakciano venture specializing in feds. Peter has maneuvered his business and political position with savvy; His competence will be a determinant in sustaining his growth and prominence in Mindanao.

Mars Aaron has led Unilever to many victories serving various position in the company. Surf climbed to market leadership was under his watchful guidance.

Dr. Hortaleza has led his company to many marketing victories from humble beginnings. An entrepreneur gifted with gab for marketing, his products and brands fought very well in the market. From Acetone, Spraynet, Maxipeel and Skinwhite. 

Allan Bautista of Unilab has maneuvered Selecta Walls Inc. thru challenging and controversial years. Serving under him was an honor. His leadership has given meat to my understanding of what Commitment truly is. 

Noe Espino of M&M. My first taste of the field was under Noe's command of Van de Bergh. A street smart Marketing person with very practical and effective selling techniques. My introduction to corporate sales, placement, promotions and inventory management in the Visayas was under his watch.  

Bernie Llamzon and Pie Singson. Managing the transition from La Suerte and organizing the recruitment and development of regional distributors was a tedious process. Under Bernie and Pie's guidance, Philip Morris Philippines was transitioned to the finest distribution framework in the country supported by ASMS, the most advanced FMCG IT system that provides the fastest, real time performance measurement in the country.

Under Joey Concepcion's direction, Pop cola became the thorn on the side of Global brand giant Coca Cola. The sustained Marketing and distribution pressure executed by Pop cola in Metro Manila ate up huge market share at Coca cola sales and  distribution. A similar feat being executed by Pop cola in the metro's of the Philippines.

Engr. Mark Gesalem of GEFC. Brought the Gesalem family brands to Mindanao. The finest business and marketing man I have worked with. The Art of War and Filipino Chinese business savvy personified. MUG has has the vision, the passion and dedicated to his mission. Demonstrating the same competence as Multinational senior executives, he has applied his skill with devastating effect in Mindanao with business interest extending Mindanao, Visayas and Luzon. Having worked with him, I have gained a deeper understanding and respect for the passion, competence, practicality and discipline of the Chinese Filipino
businessman. They have defended our country in more than many ways against foreign and local economic aggression. Their is benevolence in their cause.

marketing challenges and coups in the philippines

"War is a grave concern of the state; the province of life or death; the road to survival or ruin. It is pertinent that it be thoroughly studied". I have seen companies and families fall and the tragedy that comes after defeat.

No less than our family has fallen to such tragic fate. Pansit Transit, a fleet of buses plying the roads of the Bicol Region, was glorious in its heyday.  Supported by my grandfather's Rural Bank, a gasoline station and a thriving political career, It numbered around 70 units in its peak reaching as far as Camarines Norte and Southern Tagalog. With the decline of the family business until the sale of our last bus unit, we had to move to Northern Mindanao.

The pain business defeat brings to a family would crush a father's heart. Failure is a great test in business as much as it is personal. It either fortifies a soul or breaks it. Many great souls have been tested by adversity - some rose above it as Steve Jobs and John Gokongwei; and others took the other road to perdition - squandered there life and talent to vice and want.

Such is my affinity for the greatest tactician in Human History,  Gen. Hannibal Barca of Carthage where in the First Punic War, Hamilcar, the patriarch of the Barca family faced the shame of defeat in Sicily whose hope was redeemed by a worthy son by the name of Hannibal. A war he waged as long as there was breath in him. From the deserts of Africa, to the peaks of Europe, and the seas and beaches of Asia, Hannibal lived his mission with passion committed to live his oath to the very end.

With Generalship, comes great responsibility for one's people. Thus, my deep respect to Entrepreneurs and Proprietors who thrive in business and whose benevolence extends to the families of their people. Leaders who dare not surrender to adversities or temporary defeat; persistent and creative in seeking brilliant solutions to their circumstances. Management competence, strategy-leadership-organization-control, is a requirement to 21st century enterprise.

With evolving market forces and a thriving competitive environment, caveat vendidor - let the seller beware. The standards of competition are being raise every day. Let our local entrepreneurs heed our call. There is much advantage to be found in Marketing. Be aware and anticipate market opportunities, manage the marketing mix, target market selection and managing the marketing effort.

• The grand marketing offense of Surf in the middle 90s which took away the leadership from Tide.
• Skinwhite maneuver on market leaders Vaseline and Nivea.
• Korean shoes, clothes and bag surplus penetration of the local market against local manufacturers.
• After a controversial bolt out from Splash, Silka Papaya eased out splash papaya soap brand in the market.
• Low cost Chinese products  penetration of local market against traditional retailers and wholesalers.
• Cherry mobile maneuver against market leader Nokia
• Atchara and Kimchi is yet to be developed in Mindanao with its clear advantage of integrity and best cost supply. Kimchi is available in all SM supermarkets. There is a steady influx of Koreans in the Philippines not to mention the Filipino affection for koreanovelas.
• Oishi Sunday’s maneuver on market leader Tang
• Vjandep of Camiguin sustains its unrivaled grip of the Pasalubong market Cagayan de Oro as no other brand offers the same value offering of a delicious pastry at 12 per piece.
• Maxx maneuver against candy giant snowbear and white rabbit
• PC Box is penetrating the market offering games and other entertainment without the hassle of a minimum P 10 charge with its coin slot system.
• Chinese mobile phones railroading the market over market leaders Nokia and Samsung.
• Fortune Cigarette maneuver against market leader Philip morris and Marlboro
• Chinese fireworks railroading the local fireworks retail business over market leader Wow and Dragon.
• Jollibee maneuver against multinational McDonald
• RC Cola maneuver on the Metros of the Philippines against Coca Cola
• Dagupan offers tourist with an unforgettable treat of a hot pigar pigar and fresh calasiao puto and Cagayan de Oro cannot institutionalize its seafoods delicacies and famous lechon manok.
• Selecta Ice Cream distribution maneuver against market leader Nestle
• Kopiko maneuver against market leader Nescafe
• Save More Supermarket provincial penetration against the Gaisano’s and other local supermarkets.
• C2 maneuver against market leaders Nestea and Lipton.
• Boy Bawang marketing maneuver against market leaders Jack and Jill.
• Cebu has its exciting Sutokil offering tourists with an assortment of products for all types of people while Opol with its daily catches of fresh fishes cannot offer the regular kagay-anon affordable dishes beside the sea.
• Cobra maneuver against energy drink market leader Lipovitan and Gatorade
• Cebu Pacific maneuver against market leader Philippine Airlines.
• Zesto maneuver against market leader’s eight o clock and coca cola.
• The ingenious penetration of the Big 3 of mobile telecoms against landline and beeper  communication.
• The academic community of Cagayan de Oro is seeing more players coming in as opportunity for education in the city continues to rise and many Niches remain untapped.
• IT continues to impact on the academic community as the IT industry sustains its growth and value offering to various sectors, STI and AMA are tightening its grip on the IT academic opportunity where other local Academic Institutions fail to master the IT phenomenon.
• Banco de Oro maneuver against market leaders metrobank and BPI.
• Oishi Pillow’s coup of the chichiria market against market leader Chippy and Clover.
• Marlboro sustained sales growth despite restrictions of Tri Media Advertising.
• Nestle’s Maggi Magic Sarap maneuver against market leader Ajinomoto and Knorr cubes.
• Spring Oil penetration of Metro Manila market against market leader Minola.
• Manny Panigilinan’s ABC 5 bold penetration of the television industry over leaders ABS CBN and GMA
• Nature Springs lead over water giants Asia Brewery Absolute and Summit.
• Sr. Pedro Lechon Manok penetration of Visayas and Luzon market over Luzon leaders Andoks and Baliwag.
• 2008 Vice Presidential candidate Mar Roxas was eased out of the Aquino advantage when NoyBi marketing strategy was created. 
• Suysing’s marketing advantage continues to threaten many professional distributors with its Customer service and excellence in operation offering a best cost advantage.

what is in a name - prometheus

My earliest memory of life are the mountain ranges of Albay and the innocence of provincial life in the bicol province. I have the fondest childhood memories of the rice fields, kites, siyato and harong harong of the bicolandia. Standing tall and proud at the backdrop of our little barrio was the majestic mayon Volcano. Naive as I was, I have always aspired for the moon. My first ambition being " when I grow up, I want to become an astronaut". Of broken english, unmemorized poems and persistent participation in school, I was determined to excel in whatever endeavor I have found. Indeed, "continuous effort is the key to unlocking our potential". I believe a genius can be found among persistent minds. 

Many years after, my "astronaut" accompanied me in my thoughts. It has become a personal symbol of pursuit. I have pursued every opportunity for knowledge and Xavier - Ateneo de Cagayan offered me various schools of thoughts pertaining the sciences and the arts. My years with the Jesuits have sharpened my spirituality and my philosophy. I was blessed to have generous Jesuit mentors who have shared with me their passion for life. Fr. Brenan, Fr. Roney, Fr. Dinky, Fr. Joey, Fr. Varela and many more who will remain to be unsung heroes in their humble assignments in some far flung retreat house or some confession boxes. Sharing the same tradition were other mentors who had a big impact in my life - Kuya Jong, Raymund, Ate Sweety, Mam Prisci, Mam Amy Chaves who introduced me to my other love Philosophy, Sir Charles our music maestro, Sir Bong Montesa, Mr. Abella multiplication recitation marathon, Mr. Elobido's and Sir Salido's practical arts,  the legendary Charcoal who introduced me to my love for History. 

From the passion of this community of teachers and mentors, I pursued on my own the cradle of reason  and human determination. This I have found in literature and history, where the Greeks gave us the foundation of human civilization. Reading the great classics Odyssey and Iliad, I started my journey to Greek History and Mythology where I found the character of Prometheus, the Titan god of forethought and crafty counsel who was entrusted with the task of molding mankind our of clay. He was a champion of mankind in a mythological time and place where man and gods co-existed. Known for his wily intelligence. He gave man FIRE in a time of darkness and ignorance where man was defenseless against the tricks of fate and the will of fickle gods.

Fire being a symbol of knowledge. It is my metaphor for power and Prometheus is my metaphor for my desire of providing my countryman the power of marketing and business concepts amidst evolving market forces and ensuring the Filipino Entrepreneur's competitiveness.  When Filipino products and industries are being destroyed by foreign brands and products, there is darkness in our land.

As I have received generously, so shall I give. I will return to this world a hundredfold what I have received. With sincerity, I pursue with passion my identity in whatever enterprise I commit myself to undertake - a marketing professional, a filipino, a father, a christian, a human being- "no less than the moon and the stars".

Rene Bitara, Prometheus Consultants

Aut Viam Inveniam Aut Faciam

"Either i shall find a way or i shall make one". I am eternally indebted to books for opening my mind to a universe the ordinary eye can not see. Eternally indebted as well to people who once shared the battlefield with me. I have grown with each soul I have meet and I have sought what good there is in them. And I have found more than enough good in them. I have shared in there pain and in their triumphs. For there is more to words than mere words. I have welcomed the spirits of their wisdom into my heart and my mind; and I will never be the same after. 

Today I say "ang taong gusto maraming paraan, ang taong ayaw maraming dahilan" to trainees and clients. These words I say with conviction tested by time and storms. Before the wisdom of these words dawned on me, a high school teacher once told me "if there is a will there is way". Amused by the phrase, I played with it innocently for many years not knowing its true power. Not until fate led me to Selecta Walls - Unilever that I will be regimented to the field application of these words. Like dew drops forming each morning, my memory of it is so fresh. Our Vice President, like a drill sergeant, would instruct us in the discipline of Professional Sales and Distribution " there must always be a thousand and one solution to a thousand problems". 

And many years after, one of the finest RSM I have worked with once shared with me the principle behind the competence of Achievement Orientation. Jesraf was a seasoned salesman and an accomplished sales manager with citations from no less than our expat Philip Morris CEO during the La Suerte to PMPI transition. I have learned more in his actions than from his words. He is "leadership by example" personified. Under his leadership, Central Luzon won the 2003 Performance Award per records of PM ASMS; Best performance in Key Sales Indicators. 

Sun Tzu speaks of " to respond to situation in an infinite variety of ways". As I have been blessed with these wisdom, today, I share the virtue of Results Orientation to those in need of its power. Peter Drucker would not have proposed the concept of " you can only manage what you can measure" if Control for results is not a core principle in management. My commitment in finding ways and means will be tested farther after my stint with Corporate Sales.

Starting a liquidation and metal trading business last 2006, the rigors of the metal trading business stretched me to my personal limits; and further.  Managing my own business and negotiating with seasoned business people and risking my own personal capital where my family depended on was a totally different level of game. Managing my own business opened to me the perspective of the Filipino businessman which for many years I have assessed theoretically. Now, I understand there passion and commitment to there business. I have learned to respect them. I have come to appreciate illusive concepts of Sun Tzu as "Victory is the object of war"; where the burden of protecting one's people rests on the sovereign. 

I had to learn the hard way the true application of tactics where Hannibal excelled tremendously against his Roman opponents. Hard lessons as "in the absence of a well thought of strategy, tactical maneuver sustained by initiative can suffice". Thus, to commit one's self to persist and to fight despite the odds is an attitude demonstrated by the finest managers, entrepreneurs and businessmen. By the end of the day, its your opinion that counts; the question is do your have the moral and physical strength to define yourself and the universe around you. "aut viam inveniam aut faciam", Hannibal confronted with the greatest logistical odds in the Second Punic War, persisted, defined and moved mountains to cross the Alps and never to be defeated while waging war in enemy territory.  Adversity is a fact of life. Storms and strong winds will come. We will have our own battles to fight. Will you find a way? If there is none, Will you make one?

Rene Bitara, Prometheus Consultants

My thoughts on attitude

In our lifetime, there are individuals and experiences which leave a permanent mark in our memories. My days with Selecta Walls Inc. were interesting times when “ The impossible dream” was my song. Indeed, those times were stressful times and yet, however brief,  the  discourses and the boldness of our enterprise  have  molded my perception as a Sales Executive and broadened my horizons as a Sales Manager.  Those  were  times  I  read  to  myself  Invictus so many  times  to  keep me   strong  against the challenges  that pounded on me week after week. I went through a rigorous field training that sharpened my perception of the industry and the department I was tasked to manage. I literally walked the floods of Pasig, rode the June rains at the back of a motorcycle booking salesman, felt thirst in the hot May routes in the lonely roads of Rizal. There was nothing to keep me from my determination to survive my initiation into the world of Corporate Sales. The daily pounding in our mobile phones of our relentless management team, it was a hunt for Moby Dick only that our Captain Ahab was not  sailing into the unknown, he had an ambitious plan to hit the numbers. I had faith in my manager as I had faith in my father. A conservative and a student of Sun Tzu, I believed in my heart that “to obey” is the primary duty of a soldier.  And so I did.

            Of attitude, aptitude and structure, success starts with a “Winner’s Attitude”. Attitude sharpens the senses and directs a man’s energy into his appointed pursuit. It is an offensive and a defensive position wherein it will bring fortune to the deprived and promote further fortune to those with existing wealth. Attitude is the success story of every determined  man. It is a force that has driven the poor man in the streets of Mandaluyong pushing a “kariton” to persevere and labor until his emancipation – great fortune beyond his expectations. For attitude is counted by multiples. Your good attitude towards one person will be spoken to at least  5 persons and to another 5. These other people would desire to transact with you as you are a man to be relied on, never to falter against overwhelming odds. Attitude is man’s choice to constantly confront  any situation –  may it be actively opposed or not.

Much is to be said of Attitude. It defines our perception, the way we look and define our environment. It must be noted by every man with an ambitious plan, “ Fortune favors the bold. “ Virgil ( 70BC – 19BC).  If we have to master the world, we must master first ourselves, our body, our hearts and our mind. To be bold as to master our  world and to create every entrapment towards this pursuit is a manifestation of a Positive Attitude. Regardless of what beast that awaits me in the dark, I will pursue my destination and fight on.

It was Alexander’s attitude that broke the riddle of the Gordian knot - The Lives of Noble Grecians and Romans, Plutarch. It was attitude that led the Greeks to the far ends of the earth when no western army has set foot. It is attitude that continuously defines our human actions today. It leads sales people to persist in mind and means to pursue a 30% growth in sales versus previous year. It sustains a salesman from offering a product to the 24th store despite an initial rejection from the first 23 stores.

Read William Earnest Henley’s Invictus, Longfellow’s The Psalm of Life, Housman’s The Immortal Part and legends of great men in our time and before;  and you will be educated in the power that lies in our humanity. In their spirit you will be taught the competence of courage, faith, hope, persistence, resilience, fortitude,  and decisiveness– “child of God; no less than the moon and the stars”

PLOC – Leading – Leadership Orientation – A Winner’s Attitude

Definition: Attitude – is a person hypothetical construct of his degree of like or dislike for an object.

“if you have a faith as small a mustard seed, you can command this mountain to move and it will” - Holy Bible

 In developing a team with a champion’s heart and mind, we start with attitude – organizational and individual. We create an organizational mindset of how the organization and the individuals in it think and feel about organizational and personal situation.  The effectiveness of a team is simply the sum of the individual amount of commitment to a project. 

“if in your mind and your heart your are lost, then you are”

Attitude on Failure. We should treat Failure as a setback; An experience to learn from. Most importantly, Failure is not fatal as long as you have given your best – you have given your all, with all your might; with all your thoughts; with all your heart. “Difficulties are meant to rouse, not discourage” – Channing

Attitude on Life. We should commit ourselves to excellence and to victory in work in as much as we commit ourselves to excellence in our lives – for life is a gift to treasure and appreciate. We thank the Lord for the opportunity to live and the talents he graced us.  Let us value our word and give no less than 100% in our different roles in life – an employee, an officer, a father, a mother, a son and a brother. "Audacity is the first requirement” Winston Churchill

Attitude on Change. Change is part of life. As human beings, a product of millions of years of evolution, made in the image and likeness of God, we are equipped with intellect and soul to define the universe. We have not reached the moon and the abyss for nothing. I am natures greatest Miracle. “Rooms for improvement is the largest room in the world.”

Attitude for Performance. Ang taong gusto maraming paraan, ang taong ayaw maraming dahilan. It all starts with a positive attitude. Let us remember the day we accepted a gift from our company – the day we were hired. Let us count our blessing and wish our company well for the benevolence of providing for our family our daily sustenance. Let us be reminded that the food we eat is not from theft nor ill doings – there is integrity in our work. We feed our families with hard earned money. In recognition of this fact, we work with excellence in our hearts. Let us give back a small amount of consolation to the benevolence of our employer. Amidst, life’s uncertainty we are certain that we have food for our children tomorrow. “Great people are just ordinary people with an extra ordinary amount of determination"

Attitude for obstacles. We are born into this world crying and bathed in blood. The Lord Jesus Christ suffered and died on the cross. Problems as ordinary as breathing. Let us be professionals. Let us not bring our problems to our work areas. Let us treat our colleagues and company with the proper respect and save them from the ills of our personal problems as they have their own cross to carry. Lest we put our company at risk and risk the job security of all our friends. “The School of adversity graduates the ablest of pupils” 

Attitude of  Officers. As officers, let us promote the mission and vision of the company. Let us promote loyalty and the virtue of attitude among our subordinates. Let us demand excellence from our work place and colleagues. Let us exemplify professionalism in its purest form. Let us be deserving of the title – officer and supervisors – hired for competence of management. As officers, let us be reminded that, our loyalty is foremost with the management and to our organization. “Winning is not everything but making the effort to win is”

Attitude for Effectiveness. Management is simply common sense with a lot of attitude. “Seek and ye shall find, knock and it shall be opened unto you” as a saying in the Bible goes. If we want to be effectiveness, we simply have to put our work into heart and mind and we will find the solution to it. Let us be persistent in our hearts, mind and actions and solutions will reveal itself. Finding the right answers can be as simple as taking initiative to ask the right questions. Learning is a matter of attitude. “A man is but a product of his thoughts, what he thinks he becomes” – Mahatma Gandhi

Attitude for Results. Ultimately, if the operation losses, it is the moral obligation of the company to pay our wages. In pursuing this moral thought, let us make it our personal responsibility to work for results – increase sales and save on operational cost. Let us put into heart our sincerity for the organization. Starting the day you accepted this challenge until the day when you gracefully leave its grounds, commit yourself only to excellence and loyalty to the organization. You owe it to yourself to be honorable. If you cannot stand by your commitment, be gracious enough to speak with your employer and leave honorably. Results is not so much about talent and skill – is more of the competence of will and commitment. “We tend to realize in the life what we persistently hold in the thought and vigorously struggle toward”  – Dr. Marden

Rene Bitara, Prometheus Consultants

The need for Sales Management competence - PLOC

Sales as a Financial Item. Company profitability is tied to Sales

Illustration:

Sales – (COGS + Operational Expense)= Gross Income

Sales is the Primary Promotional Function

Drives operational  competitive edge; can easily gain or loss a client.

Personal Selling is the most basic of all forms of Marketing Communication.

All marketing starts with the human person.

Illustration:

In the absence of budget, collaterals and technology, 1 Human Being can sell a product.

Boy Bawang can reach its customers without the need for Advertising.

Avon brands can reach its consumers without the need for supermarkets.

Human Nature’s organic products are creating impact in the Philippine market.

Marlboro is able to sustain its premium segment leadership despite of advertising restrictions.

Sales, as a Unit of an Organization

Unlike other departments housed within the company,

Sales operation is 90% Field/ 10% Office which involves:

1.      A great deal of distance and hence, challenge in communication

2.      A great deal of decision making

3.      A great demand for field management

4.      A great deal of uncertainty/ risk  in field operation

5.      A great need for leadership

6.      Recruitment an d Selection is critical.

Illustration:

How do you manage the entire Philippine archipelago? With 50,000 Stores? 24 Distributors?500 Sales Executives? 10M Daily Sales Transaction?

Risk Involved: A Sales Manager assigned in North Luzon suddenly disappears with 5Million worth of collection during the 80’s. A distributor of Selecta Walls compromises sales operation at Bulacan and hampers distribution discipline creating to OOS. A distributor fails to execute a promotional program which is key to New Product Introduction program.

Sales is the ultimate Performance Indicator  of Marketing

With all programs in marketing measured against its impact on sales.

Illustration:

Sales, Market Share and Profitability are indicators which Advertising, Sales Promotion, Direct Marketing, and Sales Operations are measured against.

Sales volume at Central Luzon is at a downtrend versus last year. Immediately, the RSM identifies the affected area, customers and responsible sales executive. Root Cause analysis points at the deteriorating performance of sales exec due to personal problems. Further investigation/ trade audit results to customers not visited for 4 weeks and unremitted collection. Sales, an a performance indicator, can immediately tell management something is wrong.

Sales is a day to day Discipline where Opportunity Loss or Gain can have strategic and tactical effect on the company – short term and long term.

1.      A sales opportunity loss is computed by multiples. Lost sale, brand shift, brand perception.

2.      You can easily loss a client in a day as easy as you will gain them.

3.      You will loss preferred supplier status.  Losing priority over Purchase Budget.

4.      You can easily loss that Display privilege where a Display Gondola affords you strategic location over impulse buying and customer traffic visibility and availability.

Illustration:

A sales manager earning the ire or displeasure or simply violating the cultural sensibilities of Clients can be disastrous for some companies. Brands have been banned by some Supermarkets for failing to manage their clients.

Why can’t Lion Tiger katol brand sustain its availability at Gaisano Supermarket?

Why is it so hard for Pepsi to penetrate General Trade?

Why cant Nestle get inside Julies Bakeshop? A strategic channel of Ice Cream retail.

RDL cannot compete head on with Splash and Silka.

After a year in the Market, Pinakurat is faced with flanker brands from Datu Puti and other companies.

Why can Pastel dominate CDO while other local promising pasalubong products cannot execute good distribution discipline? Cheese sticks

Why can suysing negotiate high rates of TOT from multinational companies?

Why can splash compete head on with Unilever and Procter?

How does Avon compete with Cosmetic Market Leaders Unilever and Procter?

What forced Coca Cola to buy out Pop Cola from RFM?

What caused the failure of PM- Sterling to penetrate FTC market?

How did Oishi Pillows railroad a market dominated by Marketing Giants Jack and Jill and Rebisco?

Rene Bitara, Prometheus Consultants