Wednesday, March 30, 2011

Translating and Personalizing Kotler

Marketing concepts, as explained by world-renowned marketing guru Philip Kotler, are meaningful only if these are translated and personalized by students.

This marketing exercise forces students to think about concepts, transform these so that it becomes understandable to them, and personalize it so that it becomes easy to remember.

This exercise also requires student to apply their learnings from the “21 steps to powerful communication” lecture.

Here is the explanation:

Here is the template for the assignment:

Here are the 21 principles of power presentations:

Be sure to post your answer on the appropriate discussion board on "Vcoach" @ Facebook and also to email the file to

Prof. Bong De Ungria

No Ice and Unlimited Rice

When I order vendo-dispensed softdrinks from any fastfood chain, I cant help but make a special request of "no ice". Why? I can't let myself be robbed of 10% of the softdrink contents in exchange for relatively worthless ice. Why not? Because, even without the ice, the drink is really cold enough.

A chinese proverb goes something like this: "Fool me once, shame on you. Fool me twice, shame on me." Once upon a time I left a fastfood chain with  my empty soda cup with a lot of ice. Much wiser now, I leave with the softdrinks safe in my tummy and "no ice" on the cup.

I have heard this at least twice: Mang Inasal is being considered as a serious threat by Jollibbee. It will not be surprising if this is true as Mang Inasal came out of the blue in 2003 (or green as its brand colors go) to build as many as 263 stores as of today and aiming to have 500 stores by 2012.  (Source: To put Mang Inasal's phenomenal growth in perspective, McDonald's started in 1981 and has over 300 stores ( Jollibbee, the leader, started in 1978 and has over 600 local and 50 international stores (

What's the differentiator? Surprisingly, the battle is not on the chicken but on the "unlimited rice". This "eat all you can offer" on the rice has touched the hearts and stomachs of a lot of Filipinos. So, you dont have to be the best on everything, and perhaps the essential learning here is that you should be at least "unbeatable" on 1 thing.

So, what's your "no ice" (something you can do without) and "unlimited rice" (your competitive advantage which you absolutely can't live without).

Wednesday, March 23, 2011

Create the Digital You

For many personal and professional brands, on-line presence is where there is a level playing field vs the big, giants. To compete, you must first be digitally present.

So, create your individual accounts in google mail (gmail),,, and These accounts will be used for our class discussions and for submitting and grading student assignments.

When possible, create a username with the following format: usernamenickname.... For example, if you are juan de la cruz, then your gmail account should ideally be don't use emails like or If you already have a gmail account, then make this second gmail account that follows the naming format discussed here.

If you are a computer techie, go straight to the following links:

For additional tips, go to Coach Bong's guide for Lola Techies...

Do you exist in the digital world?

If somebody googles you, will the real you appear?

It is always good to establish where you are digitally at the start of the course. Then do this exercise again at the end of the course.

step 1 - Go to google search.  Do a search for your "family name".
step 2 - Take a screenshot or digital snapshot of the page 1 result. Print screen the result
step 3 - Paste the printscreen on Powerpoint (Click the "paste" icon or simultaneously click "Ctrl" + "v")
step 4 - Label the screenshot appropriately: "Google search for "your family name" as of  "date".
step 5 - Repeat steps 1 - 4 using 2 other search engines: YaHOO and Bing.
step 6 - Repeat steps 1 - 5 this time, search for  your full name.
step 7 - Save you file in this manner - yourname.assignment1
step 8 - Email it to before the deadline.
step 9 - When you already have a student blog and a slideshare account, upload the file into slideshare. After 2 days, embed the file in your student blog.

2 samples of student assignments: (first 2 to submit and post on their blog and link to vcoach on facebook)

Create your digital twin today!
Bong De Ungria
Certified Digital Marketer

Friday, March 18, 2011

World's Most Important Brand Has Your Name On It

Apple, Microsoft, Coke, IBM, Google are the world's top 5 brands valued at more than $40 Billion each. But their global success has little impact on you.

For you, the most important brand in the world is the brand with your name on it. So, utilize business and marketing principles to make YOU, the personal brand, stand out and win.

View more presentations from Remigio Joseph DeUngria.

Here's a Downloadable Template for Personal Brand Launches...

View more presentations from Remigio Joseph DeUngria
Come On! Launch your Personal Brands
Vcoach Bong

Hypermarketing2 MBA Students:

Once you make your brand  launch and upload the file on slideshare,  you have to do 4  things:

(1) post the url to Facebook page with the ff. link…

Pls. look for the class number “Brand Launch Submissions” and post as a comment. For example, for v59 class, look for the post “v59 Brand Launch Submissions”.  Here is a sample link for the v59 class:

(2) Post on twitter with 2 hashtags  #hypermarketing2   #mybrandlaunch

(3) Email to

(4) Embed the file in your personal blog

The Shoe and the Lion

There were 2 excellent shoe salesmen who were very good friends but who were as different from one another as night and day.

Let's call the first salesman as The Pessimist and the other salesman as The Optimist.

When they went down from the plane to a third world country for the first time, the Pessimist was exasperated for he saw thousands of people with no shoes. What misfortune he exclaimed: "These people don't know a shoe even if it hit them right between their eyes. How can i possibly sell to these people who have walked barefoot all their lives?"

The Optimist was overjoyed. "How lucky can I be!," he shouted to the heavens. "All these people need shoes and I am here to sell it to them."

After a month of walking from town to town selling shoes, Pessimist and Optimist found themselves in the middle of a desert where not a tree nor animal or building was in sight for as far as the eye can see. The Optimist was relishing the feeling of tranquility while the Pessimist was cursing his bad luck and thought he would die from the heat.

Minutes later, the Pessimist seemed to be right. For he saw a big, ferocious lion in the middle of the desert who was clearly not eaten for days and was now salivating at the sight of his prey. While the Pessimist was praying for some miracle, the Optimist was putting on his rubber shoes.

The Pessimist said: "Dude, you crazy fool, you can't possibly outrun the lion in this desert!"

The Optimist replied, while tying the shoelace: "You're right old friend, can't outrun the lion. But with these shoes, I can certainly outrun you!"

As your Hypermarketing Proof of Learning (HPoL), pls post a comment below showing a real situation which can be viewed very differently by an optimist and a pessimist.

How Many Cows Sir?

Many years ago, in a land not so far away, money was not yet invented. To transact, people used cows.

It was also during that period when it was still common tradition to pay a father for the amount he spent to rear up a daughter. It was not called dowry yet but it was pretty close except for the cows used as payment.

So in this story, there was a man with 3 daughters who were of the marrying age. The old man said that since his eldest daughter was the prettiest, smartest and the funniest of the three, he expected that he would get at least 100 cows when she got married. And he did get 100 cows. So he was happy.

When it was time for the second daughter to get married, the old man said to himself: "She is half as pretty, half as smart and not as funny as my eldest one, so I'd be lucky if I get 50 cows for her." And lo and behold, he did. And he was happy.

Now the third daughter, he loved too. But being the objective dad that he was, he knew she was not pretty, not smart and downright serious. So he silently thought: "If I got 10 cows for her, I would be happy."

This old man lived in a kingdom where the king and queen wanted to transfer their power to their son, the prince. And so they told the son to look for a wife. And the son did- going around the kingdom looking for a wife among the thousands who threw themselves at his feet. For wouldn't want to be married to this handsome prince and soon to be king.

Surprisingly, the prince chose the old man's youngest daughter. And he gave 10 cows to get her hand in marriage.

A year later, the prince was now king and the youngest daughter was now queen. Just like good royalty, they visited different parts of their kingdom until finally they reached the old man's home.

When the old man saw his youngest daughter, now the queen, come home, he was surprised beyond belief. For even the objective person he was, he saw his youngest daughter was now worth a 1000 cows.

So he asked the King what happened. How did you transform my daughter from 10 cows she was a year ago to the 1000 cows she is today.

Guess what the King answered?

(Note: There were no Belo medical clinics or Marie France treatments that were available that would allow such instant physical transformations.)

The King answered very respectfully: "Father, the reason I am King today and will be King for a long time is not only because my parents were king and queen..."

He continued: "I am King because a year ago, before anybody else saw it, I saw your daughter for the 1,000 cows she really was."

Morale of the Story:
If there is anyone who should know how many cows you are worth (and not just for marriage sir! or mam!), it must be you. If you rate yourself as only 10 cows, then everyone else will agree and pay you 10 cows worth of salary a month. But if you really are worth a 1000 cows, then know it first before anybody can see it- and let it out so that in a period as short as 1 year, your value too can increase a hundredfold.