Tag Archives: Advertising campaign Planner

Capture Sales Territories With Larong Pinoy Promotions

Capture the Filipino market with an event that creates an ecosystem in the communities: looping household neighborhoods and community stores. Place your bet on the games of our heritage: LARONG PINOY.

Community Playing Larong Pinoy  v3

It is not true that the games have “disappeared” amidst modern technology. A lot of Filipinos are still unable to own expensive high-tech gadgets and computers. The Filipino Traditional Games remains to be popular among the Filipino masses; it is well-loved by elders, adults, and children. It is a cultural treasure that will always be part of our heritage. The good news for brand marketers is: currently, it is not owned by any brand.

Magna Kultura Foundation, the national advocate of Larong Pinoy has launched a promotional campaign that allows product-brand sponsors to use the games as a brand vehicle, whether for PR or brand promotions. This is a strategy to fund the advocacy to revive of the games in today’s era.


Capture the market across the board: from children, to parent-adults, to grand-parents. It’s a game that Filipinos love. Since Y-2005, Larong Pinoy outreach programs are well accepted in communities. Brands will find it a great vehicle for corporate and brand communication, as it captures not only the youth market, but adults and elders who know the game.

Larong Pinoy brings brand goodwill in household neighborhood, enjoining consumers to be part of the program.

Let Larong Pinoy will be your vehicle to engage the community. The event will connect consumers to the brand. It is a potent below-the-line promotion that can deliver day-after sales.


Local trade will be involved in community promotion efforts. Sari-sari stores and groceries in the district will be part of Larong Pinoy promotions.

The Larong Pinoy Play Camps of Magna KulturaThere will be three (3) community activities that will be opportunities for product promotions

THE SPORTS CLINICS. This will be the launch activity. Members of families in the district will come to the event with gate entry stubs acquired from the selling promo.

THE STREET GAMES. Games will be active in community streets during week-days. Children will use Larong Pinoy Game Stubs during street matches. Sale of Larong Pinoy Toys will be tied-up with the product-brand, and purchased in Sari-Sari Stores

THE TOURNAMENTS. The Inter-Barangay Tournament will be an eagerly awaited event, where team will be competing in mini-Olympics matches, and consumers awaiting the raffle draws with product labels as entry stubs.


Larong Pinoy promotions are conducted in schools and barangays for FIVE (5) WEEKS to energize the neighborhood participation. CLINIC GAME STUBS are distributed along with leaflets & registration forms; and, Local RETAIL STORES become conduits to all the fun promotions in target areas, for the youth market to purchase sponsor’s products in exchange for game stubs.

Store - with LP Icon + people + toys + ticketIn the event that retail outlets don’t carry the sponsor’s brands, Magna Kultura conducts sells-in to enlist the store for loading of the product; and then, advises both the sponsor & its dealers for loading.


The Larong Pinoy events are announced in Barangays. Larong Pinoy Game Stubs are distributed in retail outlets carrying the sponsor’s product-brands. Residents join by obtaining Larong Pinoy ticket-stubs for the Sports Clinics. A minimum purchase of the sponsored-product is set to obtain ticket-stubs and the reward points.


It’s not just a game.

We’re reviving a cultural treasure with a heritage equity.

We’re instilling patriotism & family bonding among youth & adults.

We’re bringing livelihood among retailers and local vendors.

It’s an advocacy with an economic paradigm.




Contact: DICKIE AGUADO, Executive Director – Magna Kultura Foundation at  EMAIL:  / Globetel +63 917 8990025  / Suntel +63 922 8990026  /  Landline Tel No. (632) 514-5868

MK Pinoy Salakot for web profiles


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Creating Iconic Brands

Creating Iconic Brands

Nike.  Apple.  Facebook.  Google.  Some brands just make it big. So big, in fact, that the brand name goes before the product does.  And to some extent, they become a household name.

How can you create such an ideal brand that’s synonymous with all the good things you wish to be, like quality, luxury or perhaps dependability?  Can you build a clear, strong, stylish, unique image for your brand? Can you give it such a unique personality that it gains a specific, clear, appealing meaning in spite of the brand clutter plaguing most markets?

Logos and names do matter. But brands are really defined by how people experience them. What matters most is not what the brand says, but what it does, how it behaves.

Here are a few thoughts you can think about in making that iconic brand for your company:

First and foremost, BE UNIQUE, and stand out.   Great brands achieve a high level of individuality and speak to a person rather than to the entire market.

There is a tendency among some, even at the most illustrious business schools, to treat the term ‘iconic’ as a trendy synonym for successful mass‐market brands. Iconic brands are unique, special, distinctive, and have very strong and appealing personalities. They have the kind of recognition that iconic movie actors or singers have.

Can you brand your product like a rock star?  Or, a movie matinee idol?  That’s what you want to strive for as you build an iconic brand.  Give it a unique personality and a highly distinctive voice, then be true to its personality and voice no matter what.

In iconic branding, the brand’s identity trumps everything else in the marketing plan. Don’t extend an iconic brand too far, for example, or you’ll water down its meaning and lose the special boost in sales and loyalty that your iconic status confers.

BE CLEAR. Refrain from speaking jargonese and from talking manufacturer. If your positioning statement uses acronyms, chances are most people won’t understand your branding, and your branding won’t last very long. Example, “Best DVD Copier” presumes that people understand what “DVD” and “Copier” mean. Ten years from now, who knows if DVDs would still matter. Here’s a good tip for you to try: If your parents get your positioning, then chances are, it’s good.

BE POSITIVE – When creating a brand, make sure that it is established on positive attributes like “doing good things,” or “being a catalyst for change.” Don’t try to create a brand that is focused on beating or damaging your competition. Make sure that your brand promotes happy thoughts. No one would want to buy a product that is majorly focused on hurting its competition. If you want to beat your competition, establish an uplifting brand

Consistency is key. Think of one message and work on it. Many companies commit the mistake of coming up with more than one message because they‘re afraid of being niched and want the entire market for themselves. “We sell the best high-end phones, and the best ones for the budget-conscious.” Let’s face it. You have to cater to a specific market, one brand at a time. This is the reason why big companies try to come up with multiple versions of the same product, so they can brand it for a specific market.

Building a personal brand requires a lot of time and consistency, the latter of which is a critical element to the brand’s success. Being consistent is what builds familiarity and trust in the minds of others and demonstrates that you are very serious about your business and it’s image.

By not being consistent, you may appear to be undecided or confused which leads to a loss in credibility.

The Opposite Test. You can always say that your products are “nutritious, delicious, and fresh.” However, how many other companies can claim that their products are nutritious, delicious and fresh? See if your competition uses the antonyms of the adjectives that you use to describe your product. If it doesn’t, your description is useless. Example, I’ve never seen a company claim its products to be slow, hard to use and bulky.

Fool-proof your message.  Once you have the perfect brand positioning for your perfect product, it’s time to make sure that everyone understands the message it conveys. Start within your organization, from your immediate people to the receptionist down the front desk. Make sure that everyone understands the message.

The power of PR. When it comes to branding, too much money is worse than too little because people who have a lot of money tend to spend a lot of money on stupid things like stupid awards night commercials. Keep in mind that brands are built on what people are saying about you, not what you’re saying about yourself.  Go advertise above-the-line, but don’t waste too much on advertising, use PR.  Make people realize that you’re offering a great product and you get great response.

Try staying away from conventional branding, and avoid speaking like a manufacturer.  Empathize with your target consumer, and genuinely speak to them.  Brands are created in the customers’ minds. And though customers may get attracted by the brand’s value proposition, it needs to live up to the promise and build a relationship based on trust.

Customers value some products as much for what they symbolize as for what they do.  For Nike, Apple, or BMW, customers value the brand stories largely for their identity value.  Acting as “vessels of self-expression, the brands are imbued with stories that consumers find value in constructing their identities.

Every marketer aims at creating brands that customers love and trust. Yet it is only a few brands that are able to win the hearts of customers.  The challenge for brand managers comes after the non-believers have bought into the brand. The brand experience needs to be managed well.

Though branding has been regarded as a science, the process of building brands that are endearing is also an art. The culmination of science and art is what results in the creation of truly great brands.  If your brand becomes known in the market, good.  If your brand becomes popular, better.  But, in time, if your brand becomes an icon, great!


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When Its Time To Change Your Corporate Strategy

Most businesses have a core strategy that has been very successful in the past and where so much of their capabilities and strengths are centered. Every business also needs to move into adjacent areas just outside the core. These adjacent areas tend to be derived from the core, but hopefully those adjacencies strengthen the core in some way.

In order to add value to any business, you need to have a plan, and at least, renew the corporate strategy every five years, which will allow you to change with the company’s needs and recognize threats. Management should work out an updated strategy, enlist the help of experts, identify the company’s strengths, and help the organization weather the existing problems.

It’s not so much the plan, but it’s all the planning that goes into it. It’s the thinking through the various scenarios and understanding the business and what are the value drivers of the business. Where is value derived? Where is value created? Then it’s deciding what is the core that you want to build on for the future?




For Business Consulting, contact
Dickie Aguado, Executive Director – Magna Kultura Foundation
CP Nos.: +63 917 8990025 (Globe) or +63 922 8990026 (Sun)
Direct Line: Tel No. (632) 514-5868
Email Address:




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