Principles of Marketing

July 11, 2018

WednesDay
Outstanding Marketer
Margot Torres
“I believe that nothing beats hard
work to achieve your goals,”

“In my career, I have learned that

integrity, conviction, consistency
and empathy are essential for
leaders. Humility trumps them all
because it helps us embrace
temporary failure which is
inevitable, and when we do, we
become better. Humility means
we always stay open to learn.”
Outstanding Marketer
Margot Torres
For Margot Torres, nothing will beat the value of simple hard work
in the pursuit of success.
Though she now holds the esteemed position of McDonald’s
Philippines’ executive vice-president and deputy managing
director, she once started out as a marketing professional for
many companies across various industries, building her skill set
and gathering years of experience before joining the ranks of the
global fast food giant in 2003.
Former companies, FMCG (Unilever), pharmaceuticals (Wyeth),
and telecommunications (Pocketbell, Edsamail, Smart).
Outstanding Marketer
Margot Torres,
Managing Director of Mc Donald’s Philippines
McDonald's successful campaigns including: most recently,
1. Beat the May Weather campaign for the historic
Pacquiao vs. Mayweather fight,
2. the very first #AlDub TVCs called the '#AlDubKoTo' and
3. the McTollbooth, a part of the global #imlovinit24
campaign by McDonald's
Outstanding Marketer
Margot Torres
Brand Ambassador by McDonald’s Asia Pacific Middle East
Africa (APMEA) Women’s Leadership Network in 2010
Awardee of the Agora Award for Excellence in Marketing
Management by the Philippine Marketing Association in the
same year
1st Chief Marketing and Communications Officer of the Year
Award by Tambuli from the University of Asia & the Pacific in
2011
Outstanding Marketer
Margot Torres
1st Mansmith Market Masters Award on mentorship in July
2015
Jury chair for the 2017 Festival of Media APAC Awards
Campaign Asia's Women Leading Change Award 2018
McDonald’s as a professor in Worldwide Hamburger Marketing
University in Chicago from 2013-2016, and championed PANA
Brand Camp in 2010-2012
Group Activity:
Think of a product you want to sell in the
market. List down the strategies you will use in
selling the product. Identify your goals in
implementing such strategies. Use the format
below.
Group No.:
Product to Sell:
Strategies Reasons
1. 1.
Questions:
1. How did you find the activity?
2. What is a strategy?
3. Why do people create strategies in
selling their product?
4. What is a goal?
5. How important it is to have clear
goals in introducing your product in the
market?
GOALS OF MARKETING
1. INCREASE SALES
2. BUILD BRAND AWARENESS
3. GROW MARKET SHARE
4. LAUNCH NEW PRODUCTS OR SERVICES
5. TARGET NEW CUSTOMERS
 6. ENTER NEW MARKETS
INTERNATIONALLY OR LOCALLY
7. IMPROVE STAKEHOLDER RELATIONS
8. ENHANCE CUSTOMER RELATIONSHIPS
Situational Analysis:
1. Carla, Marketing manager of Century Pacific heard the
news about tuna fish from Zamboanga that were injected
with blood with HIV. She got worried about their customers’
reaction. She is afraid that they might not buy their product
anymore. If Carla will make a strategy, what goal she should
focus on?
2. The CEO of the company received a report that their
product ranked 3rd on a survey of being the most frequently
used toothpaste by Filipinos. If the CEO want to be the
number 1, what goal he should set?
3. In a mall, a store of a cosmetic brand played their product
jingle all throughout the day. Customers who are dropping
by the store were able to memorize it as they stay inside the
shop checking their product. What goal of marketing is
involved.
 Goals of Marketing
1. Increase sales
2. Build brand awareness
3. Grow market share
4. Launch new products and services
5. Target new customers
6. Enter new markets internationally and
locally
7. Improve stakeholders relations
8. Build customer relationships
Among the goals of marketing,
what do you think is the goal
that should be prioritized?
Essay
Marco, a manufacturer of shoes targeted
professionals to buy his product. After two years,
he made a new design of shoes that will cater the
needs of dog lovers.

What to do: Give at least three (3) goals of

marketing that you can relate on the given
situation and explain why.