press release...
So how do you convince me to taste, nay, buy this?Marketing professional Ted Ramasola emphatically asked his audience while brandishing a plateful of ordinary-looking sandwich. Needless to say, the answer brings to the fore the key function of marketing.
However, he emphasized that the product must come first before the marketing component. One has to strive for quality of one's product, for no amount of great advertising could offer its redeeming value. He cautioned that "advertising will only make a bad product fail faster."
Those were pieces of professional advice Ted-whose loyal clients include the Ayala Land, Aboitiz Group of Companies, Producer Feeds, Department of Tourism (DOT), and a host of other corporate and public entities-gave to the Focused Community Assistance Scheme Management Committee (FMC) who attended the Social Marketing and Promotions Training on 17-18 May 2007 in Water Paradise Resort in Tagbilaran City.
When asked about how does one stay on top of the business, his quick reply: innovate, search for information, and educate yourself constantly! Contrary to popular market instinct, he swore he doesn't fight off competition. He just made it irrelevant by creating his own niche market.
Social development consultant and trainer Ms. Ellen Grace Zosa-Gallares enlightened the FMC on the essence of social marketing, which is basically value, attitude or behavioral change. She explained conventional marketing concepts and elements as applied to specific social agenda. She also guided training participants in doing industry/enterprise assessment and in formulating action plan.
With over P 26 million grant from the Australian Agency for International Development-Philippines Australia Community Assistance Program (AusAID-PACAP), the Focused Community Assistance Scheme 1 (FOCAS 1) implements community-based enterprise projects geared toward poverty reduction in 6 municipalities, namely: raffia fiber and bamboo handicraft production (Catigbian), integrated coconut processing (Clarin), raffia loom weaving and coconut coir production (Inabanga), integrated coconut processing and romblon weaving (Loon), pandan-based handicrafts (Maribojoc), raffia loom weaving (Tubigon), livestock industry development (Catigbian), mariculture and ecotourism enterprise (Clarin). In line with this, the Bohol Food Safety and Packaging Center will soon be established in Tagbilaran City to serve the packaging needs of the province's small and medium-scale food processors.
FOCAS 1 is governed by a 17-member Management Committee (MC), composed of local chief executives of the 6 partner-municipalities, representatives from the 6 non-government organizations (FCB Foundation, Inc., PROCESS-Bohol, Farmers Development Center, Visayas Cooperative Training Organization, UCPB Foundation, Inc, and Feed the Children Philippines), 1 people's organization (PEGAMMALO), 3 government agencies (Department of Trade and Industry, Philippine Coconut Authority, Bohol Investment Promotions Center) and 1 academe (Central Visayas State College for Agriculture, Forestry and Technology). Mr. Blair Panong of DTI chairs the FMC while Feed The Children Philippines serves as the secretariat. (Sol Virtudazo/FTCP)
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