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Saturday, November 19, 2005
Manila companies eyeing VisMin
MANILA-based companies are beginning to look at the Visayas and Mindanao markets, as the their gross sales in Metro Manila are starting to flatten out, according to Cebu-based marketing communications company JY Gonzales and Partners.
According to the company’s managing partner Jonji Gonzales, the company’s clients, including Globe Telecom, IBM Philippines and Epson Philippines Corp., have noticed that while Metro Manila is still the biggest market in the Philippines, any increase or decrease in sales in the said market can only be attributed to a mere changing of the market share in Metro Manila.
“There is really no increase in the market in Metro Manila. It’s either you win some today or lose it to a competitor tomorrow,” he said.
“The only way to increase dominance in market share is to seek new grounds outside Metro Manila. Finding and conquering new battles outside Metro Manila will be the new name of the game. Stable political and economic atmosphere of places, like Cebu, Davao, and Iloilo, make it ripe for market expansion.
They are naturally shielded from the disturbing political atmosphere that bursts from time to time in Metro Manila,” Gonzales said.
JY Gonzales has been in the marketing communications industry for more than a decade. It is one of the key players of marketing communications in the Visayas and Mindanao.
Lucrative
“The company has seen how emerging markets have shaped it into what it is now,” Gonzales said.
He said Globe Telecom has recognized that one of the more lucrative segments of the lower income market can be found in the provinces where cellular phone penetration remains low at 10 percent to 15 percent compared to Metro Manila’s 70 percent to 80 percent.
IBM Philippines is also seeing more growth this year from the southern market, the bulk of which will come from Cebu, Gonzales said.
He also noted that Epson Philippines Corp. is now directing its sales and activities to focus on the Cebu market as it noted a sharp increase of computer printer and scanner consumption here with a 40 percent growth for this year alone
Due to its heavy penetration in the Cebu market as well as the rest of Visayas and Mindanao, Epson is expecting a 30 percent growth of its total revenue performance next year.
JY Gonzales has also noted an active I.T. (Information Technology) consumer-base in Cebu, especially that the province is positioned as an I.T. hub in the Philippines, next to Manila. (JBN)
(November 19, 2005 issue)
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