2013 Predictions and Expectations

Last year seemed to be very good for the Philippine economy. Many companies survived the ongoing financial debacle which swept Europe and the United States. The domestic economy far exceeded expectations by analysts and government officials. True to the Filipino spirit, entrepreneurs are sprouting everywhere, far and wide, to strengthen the SME sector. The growing SME sector is actually the real reason why the economy is still very much alive. The domestic economy is doing very well.

What we lack right now is foreign investment. That 7 plus growth in the domestic economy should have been higher had government been able to attract more foreign investments. I guest investors are still pretty cautious since they know that the Philippine economy is traditionally linked with the US economy, which is right now, teetering towards what many say, a financial cliff. The US is suffering from a trillion dollar debt, and the possibility of it falling off that cliff to wherever, is the serious worry of many.

I can safely say that even if the US do fall off that financial cliff, the Philippine economy will be resilient. Efforts made by Filipino entrepreneurs and exporters to find markets other than the United States is paying off. Asia is a big market, bigger than the US and North America. In this alone, Filipino entrepreneurs are seriously looking at entering their products into these markets.

China is a big market, which Filipino entrepreneurs are seriously going into. SM, for example, has just opened their third big shopping mall in China. SMB and Concepcion products are all over Asia, even in Australia. There is a big market for Filipino products. Instead of looking at puncturing the US and European markets, it is time for Filipinos to rethink their strategies and instead, dominate the nearest big markets first and then shift towards bigger ones in the stable future.

Of course, government is saying that the BPO sector is the biggest earner of foreign currency for the Philippines. This continues to be good but, on a strategic or long-term, the BPO is not. BPO earnings are still dependent on the condition of the US and European economies.

What I see is the possibility of government assisting domestic food corporations in punctuating other markets. There is a big market for Filipino food products. Government can help by assisting these corporations into entering other Asian economies.

Liwayway Marketing Corporation, for example, is one sterling case study of a Filipino company doing quite well in the regional scene. Do you know that your Oishi and other Liwayway products are some of the best loved snack brands in Asia? Liwayway has manufacturing plants in China, Vietnam, and Indonesia.

I can cite other Philippine products which have successfully established their brands in other Asian countries. Filipino entrepreneurs must look outward and must consider possibilities of puncturing external markets instead of just focusing on the domestic market. This strategy will bring further growth and development in the Philippines---bring those dollars here. Offer Philippine products abroad to generate dollars that would be infused into the domestic market to widen it and create more job opportunities.

Filipinos should think like internationalists. Entrepreneurs should not box themselves out. Entrepreneurs should expand their horizons.

Likewise, I see a very bright opportunity in the IT and tourism sectors. Many Filipinos are now being used by foreign content providers as their graphic design artists and content developers. As platforms develop and as the IT industry expands, this will further emphasize the need for people who are experts in creating apps and designs. We have a market for this, and Filipino firms should be able to exploit this to our advantage.

The expected opening of the Pagcor entertainment city will bring tremendous stimulus to the domestic economy. Positioning Manila as the newest and the grandest gaming or entertainment hub in Asia will definitely spur economic growth in the entire Philippines. DOT has reported a 4 million visitor count as of December 2012. If DOT can reach double by this year, think about the huge money these will generate for the country and the economy.

So, to emphasize, three strategies should be undertaken by the government and the private sector to sustain economic growth and development for 2013.

1. Think outside the local economy. Filipino entrepreneurs should start thinking of how to puncture other Asian markets and establish their brands.

2. The Philippines should be a hub for IT content developers and providers. The trend is not about developing platforms, which, needs a mature manufacturing sector to be able to viable. Make the Philippines as the content provider, the software creator of the world.

3. Make the Philippines as the biggest entertainment hub this year. This will attract more attention from foreign investors who will probably appreciate the beauty of this country and invest in the tourism sector. The tourism sector is still very young and underdeveloped.

Experience the Philippines, Maki-Fiesta Filipino--the main tourist magnet (Maki Fiesta sa Pilipinas)

Tourism secretary Ramon Jimenez disclosed that come December, the department will unveil strategies on how to effectively promote our country. As the chief promoter of the Philippines, Jimenez needs a "kick-ass" campaign that will approximate or even surpass the success of Wow Philippines. (Wow Philippines was the creative brain child of BBDO Guerrero, one of the top advertising agencies in the Philippines)

Tourism is one of the top priorities of this administration. If done properly, tourism can generate billions of dollars worth of investments, with minimal costs. Tourism creates jobs. Tourism creates businesses. Tourism builds positive perceptions about the country.

What marketing strategy will the Tourism department implement? Will they prioritize the four ps (Price, place, positioning and promotions) or the new marketing strategy of four C's (consumer or community, cost, competition and communication)?

If we are to analyze the central philosophical construct of the Tuwid na Daan of the Aquino administration, we must recognize that central to this construct is the people's participation. Where is the people in all these schemas?

Let's identify first, the main reason why tourists go to the Philippines. Why do tourists go here and visit?

There is no study conducted by either the Bureau of Immigration or the Department of Tourism about this topic.

They always presume that tourists go here (1) for rest and recreation or leisure (2) business (3) visiting friends or relatives (4) medical tourism or (5) MICE. Since we don't have the figures or percentages of priority in these five categories, we create a strategy that I describe as chopsuey. It’s like the Philippines is everything for everybody. No.

The Philippines is not for everybody. If we are to really position the Philippines in the scheme of things, it is always consider a niche. Why? First, it is not as easy to go here as what we initially perceive. Our rates, to be honest, are really not as cheap as other destinations. Cost-wise, we are comparable with Thailand and Singapore, and if we are to consider cost competition, expect us to be higher than others and less competitive in terms of rates.

Now, if we compare ourselves with Thailand, surely, more tourists will choose to go there rather than here. Why? Thailand has a focused marketing communications strategy. Thailand's main selling point is its rich culture and biodiversity, two main reasons why it is unique. Its Buddhist temples, unique cuisine and striking mountains and valleys are attractions, good reasons why tourists go there regularly.

Apart from this, Thailand has effectively branded itself as a place for “Muay Thai”, now a global martial arts phenomenon. Many foreigners stay in Thailand to learn this art form. Nevermind if it is the most brutal boxing sport in the world. And I don’t mean that foreigners go there because they’re blood thirsty, oh no. Central to the sport is the acceptance of its Buddhist influences.

So we have very definite and unique reasons why, if you’re a tourist, you want to go to Thailand.

How about our country? Why will you go to the Philippines?

Some say, our beaches are the main attractions. For me, no. there are more beautiful beaches around the Caribbean and even in Europe, North America and in the islands of Micronesia that equals if not surpass our beaches. If I’m an American, why would I go and travel half way around the world, when I can spend my money in a romantic Caribbean trip?

Others say, well, our natural wonders are definite attractions. We have the underground river. We have majestic, gold colored hills in Bohol and unique lakes and rivers, all in pristine condition.

I travelled throughout this country and frankly, our natural wonders are comparable with Malaysia and Indonesia, even Cambodia. Do they have a thousand small isles and islets in one location? Yes, they do. Do they have jagged and rocky outgrowths in their beachfronts? Yes, they have.

Now, if we are to say that tourists are attracted to our “modern growth” as a nation, well, how can we surpass the megaliths of Malaysia, Hongkong, Korea, Singapore, China and Japan? 

Admit it—we pale in comparison since Metro Manila is still not as modern and as cosmopolitan as these places.

Okey, so what do we want to offer to foreigners so that they will come and visit here?

I dare say, let’s offer them a very unique experience.

Let’s focus on the consumer. What is the main need of a tourist?

Answer---tourists want to have fun. Having fun means going around, looking at strange things, praising natural wonders, meeting new friends, enjoying the food, drinking tons of beer, without forking thousands of dollars in the process.

Offer tourists the very reason we like to stay here in this country---the experience of being Pinoy, or Filipino.

Among all Asian countries, ours is the most unique. Fact is, our culture as a People is the richest and most diverse there is in Asia. Our culture is the synthesis of every good in the world---a heady mix of Asian and Western influences. 

If you want to understand Chinese, Arab, Indian, Malaysian, Thailand and even Indonesian culture, go to the Philippines. If you want to experience Western style living, meaning American, this is the place to go. And if you want to experience Iberian culture in its Asiatic form, the Philippines is the best place to go.

All of these cultural influences are merged in the persona of the Filipino. The Filipino is the best reason why tourists would want to go to this country.

Tourists want to have a fiesta, and fiestas are an abundant lot here in the Philippines. Ask around, and the most memorable experience of a tourist in the Philippines is of his experience taking part in a fiesta.

The fiesta is simply, the Filipino’s version of baccalania. Feast your eyes in our hills, mountains, volcanoes, rivers, streams and valleys while you feast in our sumptuous and delicious cuisines and savor our warmest smiles, and our coolest life style. Plus! Buy Global brands in our shores in our big mega sales at great prices. 

Picture a freedom-loving person enjoying his place under the sun, ever mindful of respecting other people, while experiencing a most unique life here in the Philippines, that's a Filipino.

Department of Tourism Slogan suggestions

Tourism secretary Bertie Lim sees Grey in Campaign

Okey, okey, Poland is not exactly pronounced as "Philippines" and Waleska seems too different from Wala Ka or "waley", but hey, we can still see the similarity, do we?


Poland is definitely one country in Europe while the Philippines is sited in the tropics. If you ask Tourism secretary Bertie Lim and Undersecretary Emong Romano, Poland and the Philippines are the same--they all have the letter "P" as "capital".


What's surprising though--when someone googles the word "Pilipinas", it goes to a porn site. When one googles "Poland", it re-directs to an FPJ site. Strange.


Fact is, in the minds of Bertie and Emong, both Poland and the Philippines are the same. They want nothing more than entice people who want to go to Poland to consider the Philippines instead.


And look at these logos---they appear the same, they look the same, but one says Filipinas are beautiful and the other one, well, pols ka, meaning politico ka, or something.


Seriously, Campaigns and Grey, the ad agency tasked to promote Philippine tourism should not only be banned from getting more clients--they should be slapped with plagiarism.


Campaigns and Grey should even be exiled abroad, since plagiarism has no place in the creative world. Plagiarists are plain and simple feeble minded people who are so lazy to imagine things for their client, they leave it to the Internet to do their work.


And mind you, this logo costs millions of pesos.


The Department of Tourism logo, for me, is valued at ten pesos. I can do it with one PC, with an Adobe Pagemaker or a Photoshop and I'll even give them something better. I mean it.


And somebody from Campaigns and Grey would really defend themselves and say that hey, we did'nt plagiarize. It was the Poles who did.


And if many demand for the heads of Emong and Bertie Lim, someone, probably Noynoy would say that he has full trust in the capabilities of his men and he stands behind them.


Stupid.