Raisa M.

Gelera

BSA-3101

Reaction Paper in Seminar entitled Building Resilient Brand in 360 degree

Marketing Campaign

1. Learnings

The 3rd AME Regional Marketing Management Education

Convention (ARMMED) was held this 28th of November 2016 at the
University Gymnasium in Main Campus I of Batangas State University.
There are two speakers: Mr. Bienvenido Lorenzo Castaneda Encarnacion
(Former Market Intelligence Head at Nestle, Philippines and Co-
Chairperson of Market Research Competition) and Prof. Cynthia A. Abella
(College Professor at the University of the East Outstanding Marketing
Educator and Accredited Marketing Educator). They are very good
speakers and well experienced. They have a sufficient knowledge in the
subject matter.

I learned about many things in business strategies and how brands

can be incredibly powerful. The first speaker, Mr. Encarnacion discussed
how some businesses seek out opportunities in making brand strategies.
He named the most influential candy bar of all time by Time Machine
which is launched in 1935. This candy bar was KitKat by Nestle. He also
stated what the secret of this candy bar is: Strong Brand Equity +
Leveraging on Moment Marketing. Next to the KitKat was the Hersheys
and 3rd is the Toblerone. At one time they partnered with Red Bull. I was
astonished when the KitKat relates it to the Mission to the edge of space
of Felix Baumgartner where it was postponed due to bad weather. They
came up with this: It could be a long wait FelixHave a break, have a
KitKat. This is one opportunity for the KitKat in building their brand. I also
discovered that the engineers of Google were huge KitKat fans. Kitkat
created a game to get the attention of Laura Ellen who tweeted about her
two favourite brands, KitKat and Oreo. He also mentioned about the
android KitKat. Mr. Encarnacion presented some brands of ice cream. I
learned that San Miguel sold their Magnolia in Nestle. But Nestle did not
want to buy the brand. He also told a story about Red Chair where he
himself chose to cut hair.

The next speaker was Prof. Abella. She discussed why do

advertisers advertise the way they do. Among marketing students,
advertising is regarded as the most exciting among the courses in the
marketing program. It is also considered as the most functional marketing
activity. The purpose of the advertising is to inform and to remind. She
also discussed the considerations in advertising: Advertising objective,
Audience, Budget and Competition. She stated some observations how
some business advertise: they challenge the campaign of competing
brands, they exaggerate and they put so much drama in the ads because
they want their brands to be noticed. I learned from Prof. Abella that
whatever people say about commercials, advertising messages are still
powerful, highly persuasive and definitely induce action. She also
presented some TV commercial or ads that make sense like the
commercial of Lucky Me. I also like the ideas of some brands like how
Champion relates to Corruption, Downy to Bad public service, Enervon C
to Violence, Ariel to Bullying or Bashing, Tide to Bad language and
Boysen Paint to Vandalism. Prof. Abella concluded that we should
consider the environment as a workshop. Together lets conceptualize a
strong message that can effect change in the society through a brand the
people respect. Therefore, I already knew why advertisers advertise the
way they do. This is because they want to promote peace and order in the
 society. I can apply those learnings someday as I enter the business
world.

This seminar has taught us many things on how corporate world

reflect in our everyday lives. Even the seminar only took few hours, it
made me feel satisfied. Overall, it was a great experience attending this
kind of seminar.

2. Strengths

As we enter in the University gym, I observed that the venue were

adequate to the students attending the seminar. Its not too hot, the temperature
is just fine. I think that the time allotted for the said seminar was sufficient. The
information and knowledge that the speakers shared was relevant and effective.
They presented and discussed it clearly. The speakers also used presentation
in delivering and presenting their ideas clearly. When the students addressed
some questions and clarifications regarding the topic they immediately respond.
The speakers interacted well with the students and catch the attention and
interest of the group. It is good that the organizers of the event prepared foods
and bottled water. It is also a good thing that there was some intermission
numbers prepared by the students not to get bored. There were also a raffles
and booths in the venue. The decorations are attractive and made the venue
lively.

3. Weakness

The only negative side I observed in the seminar was the

distribution of the tickets outside the gymnasium. Some students waited for a
long time before they enter the gym. It is because some students dont have their
idea on which particular person they will get or claim their own ticket. One
suggestion that I can provide is, to prevent this scenario in the future better to
give their ticket on the time the students arrive the gym.