Market positioning and public relations strategy session for businesses

"One-day market positioning session" for business start-ups
Mind Bullet Inc., a market positioning and public relations (PR) firm in the Philippines, introduces its "one day strategy session" aimed at helping predominantly start-up enterprises and companies position themselves properly in the market.

At the launching of its website, www.mindbullet.org, Mind Bullet leverages market positioning as it applies to new business. President and CEO Eero Brillantes elaborates. 'What we have done is to concentrate on key market positioning subject areas appropriate for start up businesses. With some preparatory time, a session would last a day with a measurable market positioning program as output. After the session, we present our strategic recommendations. After that, it all nurturing time spread over the period a program is being implemented. "

Brillantes emphasizes the need for proper positioning as necessary to roll out new business.

"Now more than ever, market positioning is a major activity for any new business to succeed or even become dominant in a market. As a process, market positioning encompasses certain factors essential to roll out strategies and launches. Identifying real value, actually owning key words and phrases in the consumers mind, and establishing consumer relationships based on human interaction is what market positioning is all about".

Brillantes mentions that a lot of new businesses spend so much resources on capital outlay and tactical marketing campaigns only to be frustrated.

"How many times have we seen owners of businesses spend on equipment, expertise, and marketing gimmicks which do not give real value. It just so happens others have spent on these also. The same equipment is bought. The same media-marketing mix are employed. Similar corporate philosophies and business models are cascaded throughout the organization. But if you look closely, a lot of spending go to expenditures which do not anymore provide the competitive edge needed to succeed. Many factors of competition are already at parity. Yet this type of mistake is common. "

For his part, Nestor Mijares, Accounts Director at Mind Bullet says that nothing beats owning real estate in the mind of consumers.

"With so much information out there, and a galaxy of options for consumers, how do products and services stand out if these are new? Owning a word or phrase and relating this with what is offered is the most powerful outcome of any in market positioning strategy. Done properly, positioning makes a product, service, or individual stand out in the crowded market place and even at times dominate . Pushing the envelope further, proper positioning opens up new markets."

Goverment information using mobile phones: Are we ready yet?

Text capital of the world - that has been claimed for the Philippines. In the recent age of digital technology, tech-curious Pinoys grappled over various new media gadgets such as cellular phones and the internet. Pinoys sought cellphones for personal messages, or for business. From a lowly laundrywoman to the CEO of the largest company, cellphones are found to be useful, cheap and convenient.

The Philippine government attempts to utilize the mobile phones through the E-commerce Law . M-government, as one of the components of e-government, sets the
whole world in utilizing mobile technologies to communicate government actions and concerns (Signo, et. al, 2004). Adopting this new scheme, the Philippine National Police (PNP) created the TEXT 2920 service where, mobile phones are used to report crimes and other community concerns. A paper entitled PNP TEXT 2920 SERVICE: A Communication Perspective on M-Government in the Philippine Context presented in two international conferences held in South Korea and recently, in Chennai India, analyzed how m-government, a component of e-government services, utilizes the mobile phones to inform Filipinos on government services and programs. The existing PNP Text 2920 was studied using survey methods, focused interviews with mobile phone users and Philippine National Police key informants.

The study showed low information and awareness among mobile phone users (40%). Almost 60% of the respondents said that they are hesitant to use the PNP Text 2920. Further on, according to the study, "there are elements that should be studied to make PNP TEXT 2920 efficiently and effectively utilized. These elements include the institutional capacity of the PNP in mgovernment and the public impact on the program. Technological requirements should be satisfied first so as the smooth implementation of the program. The PNP’s drive for implementation should also be strengthened. A tri-media campaign is also deemed necessary for a massive information
campaign of the program" (Signo, et. al, 2004).

Conclusion:
Government attempts in using e-government - or using new media technologies for information dissemination, policy making, strategic implementation and any government concern can be effective and efficient means in building relationships with the citizenry. Cellphones are the best media to start building relationships. However, related issues such as broadband deals and cybered were subjected to corruption issues. The high amount of budget for government infrastructure is indeed questionable. The Philippine NAtional Police's implementation of their text service is one example of how unready government infrastructure in implementing these devices. The failure to satisfy technology requirements and the failure for a massive information dissemination were examples of how poor government is in implementing their communication strategies. Thus, it is our role, as communication advocates, to continue producing scientific data and recommending strategies on institutions like the government can apply and maximize their projects and programs. And ultimately, eliminate corruption.

Reference: Buenaventura V., de la Rosa M., Domingo, E., Signo C, Valera I. (2005). PNP Text 2920: A Communication Perspective on M-government in the Philippine Context. A paper presented in the CPRsouth, Chennai India, 15 December 2007.