INVESTMENT ADVICE

In a culture obsessed with acquisition and accumulations, one can hardly imagine a more radical, countercultural act than simply giving something away.

But Jesus said, “ Sell your possessions and give to those in need. This will store treasure for you in heaven! And the purses of in heaven never get old or develop holes. Your treasure will be safe; nor thief can steal it, and not moth can destroy it. Wherever your treasure is, there the desire of your heart will also be ”. (Luke 12:33,34.)


Jesus calls us to invest our lives in things that will last. And naturally, our lives will be focused on where we invest our energy, time, and money. Jesus recognized the double effect: We invest in what we believe in, and we believe in what we invest in.


Jesus made the distinction between His way and consumerism: “ No one can serve two masters. For you will hate one and love the other; You will be devoted to one despite the other. You cannot serve both God and Money ”. (Luke 16:13)



In contrast with such defeating and destructive obsession, there is certain simplicity, assurance, and essential goodness to the investment advice of Jesus: Invest your life in something that will last forever.

A US$100 – $200 MILLION JATHROPA INVESTMENT IN PALAWAN

Officials of two Spanish firms arrived in Puerto Princesa City, Palawan, Philippines, last Febraury 1 to scout for possible areas where they can establish around US$100 – 200 million jathropa plantation and bio-diesel production plant in the province of Palawan.


The Officials of Bionor Transformacion and Abengoa Bionergy arrived after negotiations with Palawan 2nd District Representatives Abraham Kahlil B. Mitra when he joined with President Gloria Macapagal Arroyo’s trip to Madrid Spain recently.


Mitra said, “We are happy to announce that in just two months time since we went to Madrid and talked to some investors there, they have come already. They are planning to put up a 100 thousand hectare jathropa plantation here in Palawan. This is a big investment so this will convert to more income to the province”.


He also said that the project will have an initial investment of around US$200 million although an official of Bionor said that the 100 thousand hectare plantation “ in theory merits more or less somewhere around 1 hundred million dollar”.




Agustin Garcia Razon, a member of Bionor Strategic Committee which is in charge of the company’s world-wide investment, said an agreement was reached with the Philippines government for the implementation of the project after close negotiation with them. One factor that lead them to choose the Philippines particularly the province of Palawan is its being safe from natural calamities.


He also said that among other things they considered are security and infrastructure in the Province. “We have looked into that matter that’s why we considered Palawan because we really feel safe here and secondly, we are assessing a bit the infrastructure to see what is needed to be able to move the project ahead with regards to logistics”.

PHILIPPINES ALTERNATIVE FUELS PROGRAM

The Alternative Fuel Program is one of the five (5) key components of the Arroyo Administration’s Energy Independence Agenda, which outlines the roadmap that will lead to the country’s attainment of 60% energy self-sufficiency by 2010.


What is an Alternative Fuel?


Alternative Fuels are fuels that are not composed substantially of petroleum and thus, are alternatives to petroleum. As a substitute to this traditional fuel, it is expected to yield significant energy security and environmental benefits to its consumers.



Methanol, denatured ethanol, and other alcohols blended with gasoline, diesel, or other fuels are alternative fuels. Those that acts as a substitute to petroleum, such as natural gas, liquefied petroleum gas, hydrogen, and coal derived liquid fuels are also considered as alternative fuels, as are fuels derived from biological materials and electricity.


What is a Bio Fuel?

Bio Fuels refers to fuels from biomass primarily used for motive, thermal and power generation, with quality specifications in accordance with the Philippine National Standard (PSN).



The Department of Energy (DOE)is implementing a long term Alternative Fuels Program to reduce the Philippines dependence on imported oil and to provide cheaper and more environment friendly alternatives to fossil fuels. The DOE intends to tap the country’s domestic produce as viable energy fuels for long term energy security, will be a pillar to the Philipines sustainable growth.



What is included in the Program?


The Alternative Fuels Program has four (4) major subprograms, namely:

(1) Biodiesel Program;

(2) bioethanol Program;

(3) Natural Gas Vehicle Program for Public Transport: and

(4) Autogas Program.



Other technologies advocated the program are Hybrid, Fuel Cell, Hydrogen, and Electric Vehicles.


ADVERSE EFFECT OF COFFEE...

COFFEE PRINCE – THE DOWN SIDE

GMA-7 now airs the Coffee Prince TV series in the Philippines which is a 2007 hit coming from Korea.


The gist of the show is that, Arthur, the manager of the Coffee Prince, fell in love with one of his employee Andy.


Arthur doesn’t know form the start that Andy is really a girl. Arthur is holding back his feeling towards Andy where the latter according to him is a boy as it is not proper to fall in love with the same sex.


Andy don’t have the nerve to tell the truth as she might be fired by Arthur once he knew that she (Andy) is a girl one, where it is the Policy of the Coffee Shop to accept only male workers.


To fast forward, in the end Arthur knew the whole truth about Andy, where a lovely night had passed between them as the two could not hide any longer their feelings, and they lived happily ever after…


Just like coffee, if not taken with moderation has its down side or adverse effect.

The Disturbing side of Coffee Prince.

The bad side of the story is that, for me, as I think, it is inappropriate for any man or to men to watch it. Unless you have the tendency of what Arthur would be as you watch the show. It is really in appropriate to fall in love with the same sex. Although it is just a story for the sake of entertainment, but it is really inappropriate to any man specially to younger boys out there who happened or might watch the show. They might have the impression that it is okey or normal to love or have a relationship with same sex…



What if Andy was not really a girl?


In the story, Arthur, at some point of the story, accepted that he can’t any longer hide his feeling for Andy and that it seems now he is willing to show his love for Andy, where he knows at that point that Andy is a boy. Waaaahhhh, not good! Arthur would be a gay.


It show or the story impliedly promotes same sex relationship….

At the start of the show I love to watch it. But when I realized that point I have no more plan to patronize watching it. The ending is predictable.


Just think If you are a man, what if Andy was never really a girl. Would you do the same just like Arthur did? Not unless you got the tendency….


If you have a son, don’t let them watch that show…

What is my point? My point is, there is a series of plot that should not or is inappropra

ite for Men... What do you think with Arthur in that story? Is he a gay or there is a tendency?

What I am saying is there is no wrong in the story or creativity of the writer, but parental guidance hould be made or exercise if your son(s) is watching coffee prince no matter what age level they do have...



Theres nothing wrong about being gay. But to those that are not or should be not it is not appropraite...



CORPORATE BRANDING...

MOBILE BANKING TOWARDS MOBILE WALLETS IN THE US

The United States seems to be getting closer to a goal of using mobile handsets in doing and accomplishing financial transactions and purchases as several competing market payers aligns with technology and objectives.



There is evidence that the US market may overcome crucial issue – technology incompatibility – and make progress during 2008 towards contactless payments using cellphones said by David Chamberlain of the In-Stat analyst. Companies in several different sectors are ultimately want to deploy near field communications (NFC), the key enabling technology, into handsets as well as in merchant payment terminals.



There is also general agreement that the current generation of mobile banking services is an important first step towards accomplishing the goal. Depending on several technology, commercial, and marketing factors, between 8 million and 30 million costumers in North America will be using NFC based contactless payments by 2012.



Most of the companies involved in bringing mobile finance to the North American market have similar goals and understanding of the current market, which is critical to the development of the market.


Mobile Money Transfer Across Border...


Corporate Branding...

MOBILE MONEY TRANSFER ACROSS-BORDER

Western Union, the leading global money transfer company, has entered into a separate agreement with Smart Communications and Globe Telecom, the two largest wireless service providers in the country to more than 8 million overseas Filipino workers for better money transfer and remittance.



Western Union provides consumers with fast, reliable and convenient ways to send and received money around the world, as well as sends payments and purchase money orders.
It operates through a network of more than 320,000 agent locations in over 200 countries and territories.


Smart and Western Union will jointly develop and pilot a mobile money transfer service in the country that will make low denomination, high-frequency remittances more affordable to OFW’s



Globe announced that its wholly-owned subsidiary G-Exchange Inc. and Western Union will join forces to introduces across-border global money transfer service supporting low-principal, high-frequency remittances. Globe offers G-Cash service with an electronic wallet feature that allows users to send and received cash and make payments, including bill payments, donations and online purchases via texting.




Once the Western Union mobile money transfer service is launched which is expected in the second quarter of 2008 – the service will connect operators to Western Unions global money transfer system, which processed approximately 17 percent of the worlds cross-border remittance volume in 2006.



When connected to the Western Union service, operators will be able to use their own “mobile wallet” software to enable person-to-person mobile money transfer over Western Union’s cross-border remittance network.


The mobile money transfer service will enable consumers to transfer money to or from mobile wallets and will offer a global network of Western Union Agent location for cash-to-mobile and mobile-to-cash transaction.




The agreement with Globe and Smart is part of the pilot program of Western Union and GSM Association (GSMA), an international trade association representing over 700 GSM mobile phone operators, to facilitate the development of cross-border mobile money transfer service.





Personalized Vehicle Plate...


40 Philippine Richest....


Jollibee Franchise...

VANITY LICENSE PLATES

Does any one feels like a star riding in his/her vehicle or luxurious car with special numbers or characters in his/her license plate? With a fashionista looks, seating in a luxurious car with your lucky number or special number combinations, or your name initials embossed in your car plate. You are sure to ride to fame. What do you call it? It is called your vanity license plate. Sure you want it. Here’s how…


The web site of the Land Transportation Office defines a vanity license plate (VLP) as the one that “refers to the optional motor vehicle plate for the purpose of establishing personalized identification of the motor vehicle to the registered owner.


There are three categories of vanity plates available for Filipino motorist: (1) limited Edition; (2) Premium; and (3) Select Edition.


The Limited Edition consist of four or maximum of six characters, either all numeric or all alphas. Examples are 888888, LUCKY, BBB, or XXXXX, or as any as you like. These Plates can be purchased through public auction with a starting bid at P50, 000.00


The Limited Edition, which consists of six characters, a combination of numeric-alpha (reverse of the current license plate number). Examples are: (1) 777 FAR; (2) 888 SAW; or (3) 123 ABC. The limited Edition bid price starts at a floor of P15, 000.00


The Select Edition, which consist of a minimum of three or a maximum of six characters. Examples are: (1) GANDA; (2) MACHO; (3) GWAPO; or (40 SEXY. Starting price at P10, 000.00



A single vanity plate is issued in line with the regular plate and is installed at the space allotted for the rear license plate of the vehicle by super imposing or placing it on top of the regular license plate.



It will be issued to the vehicle owner and shall belong to him/her with an effectivity period for life unless revoked the LTO due to violation and noncompliance of existing mandatory vehicle registration laws and regulations.


The physical life of the plate shall be within 5 years. After which, the plate owner shall request for the re-issuance of a new plate bearing the same alphanumeric combination upon payment of re-issuance fee.




To get your own vanity plate, proceed to MID-computer section of any LTO Branch and accomplish the application from for Vanity Plates Form. You could also download the form at www.lto.gov.ph/download.html.


Payment must be made at the time of ordering and after five working days after your payment is received, your plate will be sent to your home.


Not all vehicles are eligible to make use of the vanity plates. Check with the nearest LTO office in your area for inquiries or log on to www.lto.gov.ph/vanityreq.html for more information about vanity plates.




Mobile Marketing...

TAX PAYMENT ACCREDITATION OF BANKS

PHILIPPINES – The Bureau of Internal Revenue (BIR) is reviewing its policy governing the accreditation of banks for tax payments.


The move is to address complaints from tax payer against banks which do not accept tax payments during the annual income tax filing season.


Taxpayers go to banks to file their income tax return when income tax filing nears the April 15 deadline. However some taxpayers have complained that they are turned away by some banks for being non depositors.


The BIR deputy commissioner for operation Nelson Aspe said the situation has forced taxpayers to swamp to others banks, which in turn, cause inconvenience to the general public. To address these problem, it is imperative act to make the necessary changes to the existing policy relative to the collection and remittance of taxes paid thru accredited banks.


According to the BIR, all banks presently authorized to collect internal revenue taxes may continue to do so until such time the new memorandum of agreement is executed among the BIR, the Bureau of Treasury and the Banks which have qualified for accreditation.


Based on the proposed agreement, all internal revenue collection for electronic filing transaction shall be credited to the account of the Bureau of Treasury on the date of collection and remitted on the date prescribed in a written communication by the assistant Commissioner of the BIR’s Collections Service.


For the over the counter transaction, all internal revenue collection shall be credited to the account of Bureau of Treasury on the date of the collection and remitted on the date prescribed.


Prior to the execution of the agreement, all accredited banks shall comply with the responsibilities indicated in the existing agreement.


The Banks should also file a letter of intent indicating the list of branches for accreditation and submit the necessary documents within 30 days from the effectivity of the regulation.



In the case of penalties for late remittance of tax collection, full payment of penalties imposed shall be paid, except for those who have pending application for compromise settlement filed and received not later than December 3, 2007.

CHINESE PERMANENT VISA TO PHILIPPINES...

$40,000.00 EQUALS TO A PERMANENT VISA IN THE PHILIPPINES

An investment of $40,000 ( about P1.8 million peso) or marriage to a Filipino will allow a Chinese citizen to stay in the Philippines permanently, according to the Bureau of Immigration.


The Bureau of Immigration recently handed down a memorandum prescribing the guidelines for the issuance of permanent visas to Chinese nationals. The memorandum was issued after Justice Secretary Raul Gonzales approved another memorandum issued by the bureau that grants the Chinese the privilege of availing themselves of permanent residence status in the country.


Immigration Commissioner Marcelino Libanan said the offer of permanent resident visas was intended to entice more investors to come to the country.

The new policy will surely benefit our economy as it will definitely encourage more Chinese businessmen to invest in the Philippines and generate jobs for our country men. Since the economy of China is booming.


The new policy was in line with the bureau thrust to remove Chinese and Indians from the list of restricted or high risk nationals.



Under the Bureau of Immigration memorandum, a Chinese citizen who has invested $40,000, is qualified to get a quota immigrant visa. But only 50 nationals could get such visa as provided under the Immigration Act.


Chinese citizens who are married to Filipino could be given permanent visa for one year first before being given a permanent status.


Chinese nationals married to permanent resident aliens are also qualified for permanent visas.


Chinese applicants could seek similar status for their legal spouse and dependents under 21 years old.


Although China is booming, a number of poor Chinese are moving to the Philippines looking for work. Scores of Chinese illegals were rounded up by the Bureau of Immigration last year for hawking goods without working visas.



The Philippines is also seen as a tourist destination and a possible retirement haven for Chinese nationals. The number of tourist from china has steadily grown over the past several years.


Business One Stop Shop....

ONE-STOP-SHOP CENTERS FOR INVESTORS

To cut bureaucratic red tape, the Philippine government has set up one-stop-shop centers through out the country where investors can finish all their required transaction with the different state agencies under one roof.



Trade Secretary Peter B. Favila, who was designated by President Arroyo as the country’s anti-red tape chief, said 10 of these centers formally called National Economic Research And Business Assistance Centers (NERBACs) are now operational.



These 10 NERBACs are located in the DTI Regional Offices of Ilocos, (Region 1); Cagayan Valley, (Region II); Central Luzon, (Region III); Central Visayas, (Region VII); Eastern Visayas, (Region VIII); Northern Mindanao, (Region X); Davao, (Region XI), SOCCCKSARGEN, (Region XII); and Cordillera Autonomous region, (CAR).



Region IV-A, IV-B, V, IX and CARAGA will be launching their respective NERBACs within the year 2007.


NERBAC shall cut red tape and create more investment in the country side. NERBAC houses different National Government Agencies under one roof to assist investors and entrepreneurs in their information and business licensing requirements.




NERBAC will also improve effectiveness and efficiency in government services. Created by virtue of Republic Act No. 7470, NERBAC offers a myriad of government services to start –up and expanding business that includes business licensing and registration, knowledge and information management, and proactive investment marketing.



The One-Stop-Shop effectiveness are already being felt in CEBU, which was able to reduce 30 percent the processing time for DTI’s business name application, and processing of 3, 129 new Business Names, 339 business names renewal, 97 contractors accreditation and 187 other licensure needs.


NERBAC-Davao, on the other hand, has also served export documentation to 491 exporters, issuing 2,09 exports declaration and licenses and generating $ 283 million in export sales.


The goal of NERBAC is to ensure that accurate and timely information and assistance are provided to its clients, developing business environment to be more friendly and conducive for investment in the regions.



PHILIPPINES 40 RICHE$T

PHILIPPINES 40 RICHEST

From the Forbes Magazine, The Philippines 40 richest:

1. Jaime Zobel de Ayala and family ---------------------- $ 2 billion

2. Henry Sy and fanily -----------------------------------$ 1.7 billion

3. Lucio Tan and family ----------------------------------$ 1.6 billion

4. Andrew Tan and family ------------------------------- $ 1.1 billion

5. Manuel Villar ------------------------------------------$ 940 million

6. George Ty ---------------------------------------------$ 870 million

7. Andrew Gotianun --------------------------------------$ 860 million

8. Enrique Razon Jr. --------------------------------------$ 820 million

9. Tony Tan Caktiong and family ------------------------- $ 790 million

10. Oscar Lopez and family ------------------------------- $ 775 million

11. Vivian Que Azcona and family ------------------------- $ 670 million

12. Inigo and Mercedes Zobel ----------------------------- $ 660 million

13. Eduardo Cojuangco Jr. -------------------------------- $ 540 million

14. Emilio Yap and family --------------------------------- $ 445 million

15. John Gokongwei Jr. and family ------------------------ $ 430 million

16. Enrique Aboitiz and family --------------------------- $ 375 million

17. Alfonzo Yuchenco and family -------------------------- $ 365 million

18. Beatrice Campos -------------------------------------- $ 220 million

19. David Consunji and family ----------------------------- $ 210 million

20. Luis Virata -------------------------------------------- $ 200 million

21. Gilberto Duavit Jr. and family ------------------------- $ 191 million

22. Mernardo Jimenez and family ------------------------- $ 190 million

23. Felipe Gozon and family ------------------------------- $ 165 million

24. Mariano Tan and family ------------------------------- $ 140 million

25. Ramon del Rosarion Jr. -------------------------------- $ 137 million

26. Ronaldo and Rosalinda Hortaleza --------------------- $ 110 million

27. Manuel Zamora ---------------------------------------- $ 105 million

28. Betty Ang --------------------------------------------- $ 100 million

29. Tomas Alcantara and family --------------------------- $ 90 million

30. Frederick Dy ------------------------------------------ $ 70 million

31. Wilfred Steven Uytensu Sr. ---------------------------- $ 60 million

32. Salvador Zamora -------------------------------------- $ 55 million

33. Oscar Hidalgo and family ------------------------------ $ 51 million

34. Philip T. Ang ------------------------------------------ $ 50 million

35. Magdaleno Albarracin Jr. ------------------------------ $ 49 million

36. Jesus Tambunting ------------------------------------- $ 47 million

37. Antonio Roxas ----------------------------------------- $ 36 million

38. Manuel Pangilinan ------------------------------------- $ 35 million

39. Marixi Rufino – Prieto and family ---------------------- $ 33 million

40. Lourdes Montinola ------------------------------------ $ 30 million




Wow… how I wish I would have that network…. Grrrr….


ABS CBN vs. GMA-7

IMPORTANCE OF TV RATING(s) GMA7 vs. ABS CBN

Two leading television network in the Philippines, ABS CBN (kapamilya channel) and GMA-7 (kapuso channel), are now in feud with each other. The feud started from the former’s allegation claiming that the latter intervened and hired mercenaries to manipulate and influenced the viewers in Bacolod , to get the highest TV ratings. The latter denied the former’s allegation, saying that, during the time which AGB Nielsen is conducting the surveys in Bacolod, the activities and promotions made by GMA talents during that time are purely legal, as a valid promotional activities to attract viewers. From the survey conducted by AGB Nielsen Media Research, it showed that GMA got the highest TV rating in the Bacolod. There are 532 homes interviewed, on which from the allegation of ABS CBN, 79 out of the 532 homes interviewed in the 6 cities had been influenced by GMA-7. ABS CBN doubted the survey conducted by AGB Nielsen as it was tainted with manipulations to their prejudice and named GMA-7 was the one responsible for the manipulation. ABS CBN made several reports from their different programs as well as in their radio station, DZMM, repeatedly reiterates that GMA-7 was the one behind the manipulation based from their informants. The repeated reports made by ABS CBN prompted GMA-7 to file a libel suit against the former seeking P15 million damages. GMA-7 said that “the systematic and repetitious airing of substantially the same malicious statement by ABS CBN in different programs, by different anchors and talents, and on different dates shows that the acts were orchestrated, scripted, and intentionally perpetrated to defame, impeach, and besmirch the reputation of GMA-7. The case filed GMA-7 against ABS CBN was in the court. So let us leave it to the court to find the whole truth about the TV rating manipulation and so with the libel case filed by the former.




Let us now go to the main topic, corporate rating. What is basically the importance of rating. I know you have already the idea of what is rating all about. Rating, as in school is gauging or measuring the students performance in school. Students are rated as showed in their report card or transcript of records. Now, in business world, rating, although with the same purpose as in school, as to show the performance of the companies or business entities, it plays an important role for the companies subsistence and credit. So what is basically the importance of doing a corporate rating? It is simply to attract investors. As in the case of ABS CBN and GMA-7, TV ratings or corporate ratings, are very important considering the nature of their business. As you know, they were the country’s two giant television company. When a firm or a program gets the highest TV rating against the other station or program/s, it shows who as to them is being watched by the whole country or even the whole world or that the program is appealing to the viewers. It is of course the station or the program who got the highest rating. Now, having obtained the highest TV rating, it also shows that the company or station is in good position to attract advertisers for the reason that they have the most number of viewers, because viewers are potential consumers or markets. As you know, television companies blood, in order to survive, are advertisers. Without advertisers, they have no funds to support their operations.




In an advertisers point of view, they would advertise their products or services to the station who gained the highest TV rating, or to a particular time slot wherein television program/s gets the highest rating compared to other programs, also because having obtained highest TV rating/s or response from the viewers, indicates good target market or consumers. That is basically the importance of TV rating or corporate rating as in the case of television companies.




What are other types of or acts of rating companies?

In this case, this were accountants or business analyst comes in. The other types are basically seen in the company’s financial statements.

1. The company’s assets and or acquired properties.


2. As you know the return on investment or (ROI), it tells you the return of your investment in particular length of time or period. The higher the ROI is the higher the return, or that your invested capital could be recovered just in a short period of time.


3. The companies liquidity, it tells you the companies positions in terms of their liabilities. Being liquid simply means that the companies have enough resources to pay or cover up their obligations.


4. Declared Dividends. Cash, property, or stocks. The more it declared dividends for a shorter period, it is good to invest.


5. Stocks indexes or prices. This shows the company’s position in the market. The higher the stock acquisition is, means that importance of the company in a particular industry.


In an investors point of view. If you are the investor, since you also want security to your capital or investments, you gauge the company’s stability or profits or returns to your investment, whether to invest or not, in the long run or in the short run.


For decision making, for the purpose of investing, corporate rating/s, plays an important role, which takes in forms as illustrated above.


Tax on Microfinance?....

Corporate Branding for product market....

TAX ON MICROFINANCE?

Last month, December 2007, the Department of Finance together with the Bureau of Internal Revenue issued a Revenue Regulation No.142007, titled, “Tax on Nongovernmental Organizations (NGOs) and Cooperatives engaged in Microfinance Activities”. In the regulation issued, the government recognized the role of microfinance institutions in its poverty alleviation programs. RR No.142007, defined the term “Microfinance” as a credit and savings mobilization program exclusively intended for the poor to improve the asset base of households and expand the access to savings of the poor”.

Microfinance is being practice and is successful all over the world not just only here in the Philippines, but it is special here in our country considering the important roles it plays in our economy. The government realized the importance of microfinance entities in the country. Microfinance entities, basically helps the poor by providing funds or loans they need, whether for business expansion, additional capital or for personal use. Why is it many people opted to acquire the services offered by these microfinance entities? It is because, the regulations for the borrowing are not so strict or the application is not a tedious process. The funds are released in just lesser time with flexible interest rate programs. Also, it helps the economy by providing jobs for the jobless.



Considering the fast growing numbers of microfinance companies or entities or practitioners and the profits they make, then it came RR No.142007, removing tax exemption from these cooperatives from their microfinance activities and subjects NGOs engaged in microfinance to tax.


Now, what is the effect/s of tax imposition? As you all know, the growth of microfinance companies lies in the continuous patronage by the poor people and middle families, in the services they offered. Being taxed, microfinance companies profits are reduced, thereby decreasing their capability to grow or to expand their venture. Tax will lead to impediment to improve the services offered by microfinance companies. As a consequence, the rate of borrowing or the interest rate would increase, which it would then be burdensome to its clients, the poor Filipino people, considering the present economic situation of country. As they say that “microfinance is now the lifeblood of poor Filipino people or families”. Why does the government tries so much effort to make so many programs or jobs to alleviate condition of the poor. With microfinance which is a helpful program to them, then imposing a tax to companies who offered these services is a contrary act or intention of the government to help and alleviate the condition of the poor Filipino people.


The Philippine Banking System....

Mobile Marketing....

Investment Opportunities....

REALTY BROKERS NEW RULE

The Philippine Department of Trade and Industry (DTI) issued a new directive for real estate brokers, appraisers, and consultants in an attempt to protect the public from fly by night operators.



Under the new administrative order, real estate practitioners must be a member of an accredited real estate organization before a person can be given a license.



According to the DTI, membership to an accredited real estate organization contributes to the protection of the public’s interest since it addresses colorum real estate practice, and ensures compliance and observance of the real estate practice on ethics and standards, continuing educations and other licensing regulation to enhance consumer welfare and protection.



Also, the new regulation underscores that membership to these organizations will be institutionalized in order support private sectors initiative in self policing conduct of real estate practice.




It is likewise encourages other real estate organizations and associations to accredit themselves so that the new administrative order will not be limited to members of Realty Service Council of the Philippines (RESCOP), but also to new associations of practitioners. (The Philippine Star, January 17, 2008)


……………….


Mobile Marketing….

The Philippine Banking System…

THE PHILIPPINE BANKING SYSYTEM

The Philippine banking System, as of June 2007, is made up of 38 commercial banks (KB’s), 83 thrift banks (TB’s), and 737 rural banks.


Consolidated resources of the banking system rose by 9.1 percent to P5.087 trillion as of end –june-7007 from its year-ago level of P4.664 trillion. The increase was due mainly to the rise in banks portfolios and deposits with the Bangko Sentral ng Pilipinas (BSP). Commercial banks continued to account for almost 90% of the total resources of the banking system.


The banking system liabilities as of end-June 2007 continued to grow robustly as it posted an increase of 13.6% to P3.615 trillion from its year ago level of P3.184 trillion.


Demand and time deposits sustained their year-on-year growth of 33.9% and 19.3%, respectively. Savings deposits, which continued to account for half of the banks funding base, similarly increased by 4.7% compared to their level a year ago.( Manila Bulletin, Januay 4, 2008)



Complaince Officer.....

Mobile Marketing, The New Marketing Platform…

MOBILE MARKETING, THE NEW MARKETING PLATFORM

Companies around the world, markets their product in the usual platform, from print ads, radio, TV commercials, to internet marketing programs. Now, a new marketing platform are about to emerge. Advertisers, entrepreneurs, and companies across the globe, now realizes the potentials of mobile phones as a new marketing platform. And so, the future of Marketing, GOES MOBILE.


Lets now analyze the great potential of mobile phones in marketing, qualifying it as a new marketing platform, calling it, the future of marketing, mobile marketing.

To begin with, Let me ask you, “ Do you own a mobile phone?” Probably the answer is in affirmative. If you answer in negative, not bad, because I know you will have one in the future. Another question is, “ Does government officials and business executives have a mobile phone, or perhaps mobile phones?” How about, Entrepreneurs? How about Investors? How about middle men? And the most important question is, “How about consumers?” I guess no need to argue in the answer to the questions above, because the answer is a big “YES”. Even the exact figures of mobile phone users around the world is not an issue. Considering that, it is the gadget which a highly industrialized, and industrialized countries citizens, considered it, as a basic necessity. Even in the third world countries, millions owns a cell phone. Most of the people can’t live and functions properly without their mobile phone. In an investors points of view, considering the size of the population of a country or counties, a high population density would mean a great market potentials. How about china? I’m out of the current statistic of china’s present populations. But with the worlds largest populations, how many of them owns a cell phone? Billions? Perhaps. Not to mention United States, Japan, Korea, Singapore, and even in the middle east and western countries. In the Philippines, as a texting capital of the word, were 400 to 600 millions messages were sent daily, there are 45 million mobile phone users.

Given the fact, people around the word use mobile phone basically for communications, as also for listening to radio, media applications, as an internet browser, and even as handy television sets. Mobile phone users are great market potential, for marketing, as consumers, thus mobile phones serves as a new gateway to do marketing,


Now, with great target market, mobile phones presents an enormous possibilities in terms of marketing products and services. A question arises, “how mobile marketing is done?, or its concepts or advantages?” Innovators and technologies and applications plays an important roles on how mobile marketing is done, seeing its potentials and possibilities. Yes, it is possible. ZOOmms, makes mobile marketing solution in the Philippines.

ZOOmms, A Mobile Marketing Solution Company

In fact, in the Philippines a new breed of company emerged, exploring the possibilities and potentials of mobile marketing, and it is now writing its history and rolling the wheel of fortune. The company is called ZOOmms, a digital advertising agency, its president and chief executive officer is in the person of Nicanor “ Nic” Gabunada Jr, sensing, “the future is in mobile marketing”. ZOOmms, as an innovative sales and marketing firm seeks to explore the extensive scope of the cellular phone to reach the advertisers target markets around the country, even to the country’s remote areas.

As explained by Gabunada, The concept of mobile marketing is brilliant in its simplicity. Through cell phone, marketing and promotional messages can be communicated to individual consumers, thus creating awareness for certain products and services.

Gabunada’s further said, citing the advantages of the mobile phone as a marketing medium:

1. Mobile marketing is verifiable, which means it can provide substantial proof that the messages has reached its intended audience.

2. It is interactive. Unlike traditional formats, it allows the advertiser to get an immediate response from consumers. This happens every time consumers join a text promo, download a ring tone or special icon, or use the text message they received to claim a freebie. And

3. Mobile marketing is precise. It has the ability to reach a specific target audience easily.




ZOOmms Mobile Marketing;



In ZOOmms, clients may opt for customized creative solutions based on their particular needs, or avail of ZOOmms, “off-the-shelf solutions”. The latter includes SMS/ MMS broadcast, where a brand’s messages is sent via text or image flash; or a brand can give sponsored discount coupons or freebie items via text. Messages can also be sent to announce promos or upcoming products.

ZOOmms will introduce a technology where customers get a free call or text when they subscribe to brand’s ring-back tunes (jingle play back), or customers get an onsite text messages (its time to buy the product name) as they enter the supermarket. The service entails no expense for the recipients and the potential of mobile marketing to sell a brand is immense.


ZOOmms primary objective, is to increase awareness about the service. The challenge to advertisers and ad agencies is to experiment with us because we will be writing history together. Gabunada said, in anew medium such as this no numerical statistic as to show its marketing effectiveness is available. Yet the possibilities of success are revealing.


ZOOmms goal is to make mobile marketing work and succeed. The challenge is to make it engaging for othes to follow suit. This is the next-generation technology that will bring big changes.


At present, ZOOmms has tied up with SMART, the countries leading mobile phone network, and is the only company with capability to broadcast to Smart subscribers. To have block access to 32 million Smart-only products.



Mobile Marketing....

With a lot of experimentation, archiving of historical data and a corporate entity to bring the technology abroad, the Philippines could be one day the model for mobile marketing solution in Asia. Mobile Marketing Potentials.

Investment Opportunities for OFWs – A Jollibee Franchise.

Overseas Filipino Workers (OFW) all over the world now have a chance to own or co-own big or small franchised businesses, through payment schemes and acquisitions in terms that are very friendly to them.


Leo Hernandez, a management consultant, business school lecturer and cooperative expert, has come up with an innovative program that would enable OFWs to be come part owners of leading fast food franchise, by investing in any amount that they could afford. Hernandez said, the key to the success of the program is the cooperative approach, because it is the only way of opening the opportunity to small investors while at the same time protecting their investment with ownership certificates.



As an initial goal, Hernandez is now organizing the first coopearative that would buy a Jollibee franchise located in Metro Manila. Hernadez, further said, That the franchise is sure to cost millions of pesos, but “there’s nothing that OFWs could not afford to buy if they would just put up their money together, ambag ambag styles”.



Citing some figures, Hernandez said that 100 OFWs investing in $1,000.00 each could already generate close to 5 Million peso. He said that this could have a multiplier effect, according to him since it would be very easy to add more OFW investors to the original 100, because of the security given by the ownership certificates.



Hernandez, further said that being a part owner of a Jollibee franchise is definitely better and safer investment compared to owning a tricycle or taxi, which is usually the choice of the returning OFWs, who come home without investment plan. “That is basically our appeal, our ability to channel their hard earned money into investment that have more chances of earning, and therefore with lesser chances of failure”, Hernandez added.


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COMPLIANCE OFFICER

The Bangko Sentral ng Pilipinas (formerly known as the Central Bank of the Philippines), in it is press release dated January 4, 2008, requires Banks to have their fulltime compliance Officers.


The Monetary Board, the policy making body of the BSP, tightened existing rules governing the compliance function as part of continuing efforts to raise the bar on corporate governance among banks as well as quasi-banks (QBs).


Under existing rules, universal banks and commercial banks (UBs/KBs) are required to appoint an independent full-time compliance officer who shall have the rank of at least a Vice President and whose principal function shall be to oversee the institution’s compliance with applicable laws, rules and standards. On a case-to-case basis, these banks are allowed to designate an incumbent senior officer, including the Internal Auditor, as the bank’s compliance officer provided that no conflict of interest situation shall arise and that his main function shall be that of a compliance officer. For other types of banks such as thrift banks (TBs), rural banks and cooperative banks (RBs/Coop banks) as well as QBs, an incumbent senior officer may also be designated concurrently as compliance officer provided that there is no conflict of interest and that his main function shall be that of compliance officer.


Under the new rules, all UBs/KBs, as well as TBs, RBs/Coop banks and QBs with total resources of P500 million and above are now required to appoint an independent full-time compliance officer who shall have the rank of at least a Vice President or its equivalent. It is viewed that with at least P500 million in total resources, said institutions should already be able to afford the appointment of a full-time independent compliance officer.


On the other hand, TBs, RBs/Coop banks and QBs with total resources of below P500 million shall still be allowed to designate an incumbent senior officer, including the Internal Auditor, concurrently as the bank’s compliance officer provided that such designation will not give rise to any conflict of interest situation and that the main function of the senior officer shall be that of a compliance officer.


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CORPORATE BRANDING FOR SERVICES MARKETING COMPANY

Still with Dr. Ned Roberto and Ardy Roberto, according to them, Corporate branding current best practice is a 2-tier branding strategy, not a 3-tier. It is corporate branding on its own and not in relation at all to product branding.


Illustrating with their examples, as to discuss the corporate branding of service marketing company, are the existing companies corporate branding:

HSBC: The World’s Local Bank

Corporate Core Brand: HSBC
Corporate Sub-Brand: The World’s Local Bank

Microsoft: Your Potentials, Our Passion

Corporate Core Brand: Microsoft
Corporate Sub-Brand: Your potentials, Our passion

Bank of Philippine Island (BPI): A Tradition of Leadership

Corporate Core Brand: BPI
Corporate Sub-Brand: A Tradition of Leadership

Metro Bank: You’re in Good Hands

Corporate Core Brand: Metro Bank
Corporate Sub-Brand: You’re in Good Hands

Fedex: We live to deliver

Corporate Core Brand: Fedex
Corporate Sub-Brand: We Live, To Deliver

The First tier is of course the corporate CORE BRANDING, which function mainly is to differentiate one company from the other. From the above you know their corporate core branding.

The Second tier is the SUB-BRANDING, which shows the company’s position or its abilities with regards to their service.




Corporate sub-branding is different from product product sub-branding. To clarify, there are two things to be noted. The first is the way the corporate sub-branding is executed. That is a question of the framing or wording of the corporate sub-brand as a corporate positioning. As from the example above, lest ask, who is talking or saying each of those corporate positioning promises or claims. From the above example, “the Worlds Local Bank” of HSBC’s corporate sub-branding, it is the company who is saying it. With, “Your Potentials, Our Passion” , still the company (Microsoft) who is talking. As also from the above example’s corporate sub-branding it is the company who are talking.


Now, the question is, Is this a wrong way of doing corporate sub-branding? Not an issue. It is a question of what is better.

What is better than the alternative of framing the sub-branding claim where it is the consumers who are talking rather than the company?

As a good example, lets take with McDonald.

Corporate Core Brand: McDonald’s
Corporate Sub-Brand; “ Love ko to”, or “I Love This” in English.

What is the relevance of doing corporate sub-branding where the consumers is talking the company’s position or claims?

When the source of the corporate sub-branding is the consumers, the message acquires a high identification value to the target consumers. It is because they like hearing what they themselves said. The message takes on the character of testimonial. As such being in testimonials character, it is 10 times more persuasive than a laboratory supported claim.



Now, how about corporate sub-branding for a new services company?


Aside from communicating the corporate positioning, can corporate branding second tier serve another marketing function? Yes, it can under another set of marketing circumstances. Again, from the example given by Dr. Ned Roberto and Ardy Roberto, with the “Isla Lipana and Company” It is actually the second largest auditing company in the Philippines. But it is a relatively unknown corporate brand to the general public. Even in the business community, its corporate core brand has low total unaided awareness ratio and even lower top of mind awareness.






What second tier branding strategy is appropriate to effectively address this problem? To overcome an awareness hurdle, its second-tier branding need is a legitimator. That is a maker, who’s known to the general public. And so Isla Lipana and Company did not resort to a corporate sub-branding to communicate its corporate positioning. Instead, it chose mark branding for its second-tier. Its 2nd-tier reads as,

Corporate Core Brand: Isla Lipana and Co.

Corporate Mark Branding: “A Member Firm of PricewaterhouseCoopers”


As the global leader in auditing services, PricewaterhouseCoopers is lending, in this case, its reputable name to overcome the general public skepticism over Isla Lipana corporate brand arising out of low awareness and market ignorance.

And So, in the 2-tier corporate branding strategy, the second tier is a matter of the corporate need and problem. If the need is to position the company, the second tier must serve this purpose via sub-branding move. This was true from the five examples. However, if the company’s branding problem is to overcome low corporate brand awareness, then the second tier must address that problem via the mark branding options as in the case of Isla Lipana and Co.


Back to CORPORATE BRANDING with regards to Pro…

ROLES OF CORPORATE BRANDING WITH REGARDS TO GOODS OR PRODUCTS MARKETING

While reading news paper, on Friday, January 11, 2008, of Philippine Daily Inquirer, the leading and of general circulation news paper in the country, I spotted Dr. Ned Roberto and Ardy Roberto’s column entitled “ How important is corporate branding in consumer goods marketing and in services marketing ”, and I realized that the topic is so interesting to the corporate world, to entrepreneurs, and as well as to those who are planning to establish their own company, so I decided to write something about it. My write up deals more of my analysis or based on my perspectives from the writers perspectives, as I deal with the important points from their column, so as to avoid copying their ideas, as well as to any legal consequences that I might be bound. Noticing that the tittle of my topic is different from the above mentioned respectable marketing guru’s, as to have distinction(s).

To begin with, let me first define branding. Branding is the act of naming or marking, as to have identification and/or distinctions from the rest. Corporate Branding is basically with the concept on branding as I have defined, to identify it or to differentiate it from existing or competing corporate or business entities. Aside from the fact that the legal statutes and government regulations requires the branding to be unique and distinct for the purpose mainly of differentiation, such requirements plays an important role for the company itself as the company builds its identity and gains its reputation and good will with its market, as well as for its products or services marketing, expansions and credit. Although the company’s growth lies more with its marketing strategies and or products or services they are selling, that’s where corporate branding comes in with regards to goods and services marketing. How you brand the company or your company is related with the types of goods, services or industry the company is dealing with, although it is more of board directors or management decision. Corporate branding with product branding itself, the former has role(s) too with the latter or vice versa, differentiating it with branding (your) company who offers services. Corporate sub-branding plays an important role(s) too.

I made my analysis with NOKIA (one of the leading mobile phones manufacturers) with their corporate branding and their corporate sub-branding in relation to the products they are dealing with (mobile phones).


As you can see with NOKIA any advertisements, prints or video ads, you notice that there always a word “NOKIA”, captioned and boldly written and below it are the words “CONECTING PEOPLE”

Now, although I don’t know the history of how the company named themselves as NOKIA, as I have previously mentioned above, it is more of board of directors or management decision or perhaps it is derived from the geographical location of the company or the value of the word in its location. From the foregoing, you will see that the company knows the value of corporate sub-branding with their corporate branding in its totality with the products they are dealing with.

Lets Identify its corporate and sub-corporate branding or name The corporate identification is NOKIA Connecting People.

Its CORPORATE BRAND: NOKIA
Its CORPORATE SUB-BRAND: Connecting People

Now, as you already know that NOKIA is into mobile phone manufacturing industry. Given the fact that people needs to communicate every minute, around the world. Nokia makes mobile phones. What does mobile phones do? Of course, for communications. When we communicate with each other, we are connected. Since Nokia manufactures mobile phones for communications, it establishes connections. Using the words “Connecting People” as their corporate sub-branding, implies that their company and their products are into communications, with the goal of connecting people. Now, the question is how you connect people? NOKIA answers that, simply by NOKIA mobile phones.


Lets go to the Roles of Corporate Branding in terms of Product or Goods Marketing.

According to Dr. Ned Roberto and Ardy Roberto, (calling them Roberto’s for brevity), they are suggesting that the appropriate strategy in product branding is a “3-tier branding strategy”. Form the foregoing, I am borrowing the 3 strategies from Dr. Ned Roberto and Ardy Roberto, as to make my own analysis with my own examples or illustrations.


The First tier is “CORE BRANDING”. The marketing function of this tier is basically to differentiate the brand from all others in the product category to where it belongs. As this purpose, also happens to be a requirement in registering with the government for appropriate legal protections.

Example: Nokia 6110 – the phone is distinct with rest of the phones manufactured by the company (NOKIA) itself, as it is also distinct from the phones made by SAMSUNG, ALCATEL, MOTORALA, and SONY ERICSSON. Not to mention physical attributes of the phone itselt.



The Second tier is “SUB-BRANDING” The marketing purpose of this strategy is to communicate the brand’s positioning, that is its promise of satisfying its target market priority values better that competing products.

Example, lets take a look, on how it goes, with the Nokia 6110 – Navigator, the mobile phone manufactured by NOKIA.

CORE BRAND: “Nokia 6110”
SUB-BRAND: “The navigator or simply navigator”.


As you can see, NOKIA company’s positions, with their product particularly with Nokia 6110, sub-branding it, as navigator, promises to their markets that the phone is capable of navigation. Where as the outstanding feature of the Nokia 6110 is fully integrated with GPS Navigation Solution with Nokia Navigator application and navigable map for turn-by-turn voice-guided navigation. With such sub-brand the company ( NOKIA) smoothly conveys to its markets its latest phone with outstanding features. Also in the same way prospective buyers could easily grasp what the Nokia 6110 has.

Another example, is the GATORADE energy drink, the official NBA sport drink, as a THIRST QUENCHER. As you can see in its label of the GATORADE bottle, its Core Brand is the word “Gatorade” itself, boldly written, with the words “thirst quencher” captioned below it, as its sub-brand. Now what does Gatorade do? It’s simple as an energy drink. And what does energy drink do? Also simply revitalizes and energizes you. So when you are thirsty, you need water to revitalize and energize you. As a thirst quencher, Gatorade simply does it for you. And that is the company’s position with their product “Gatorade, thirst quencher”.



Finally, the Third tier is “MARK BRANDING” Its marketing function is to legitimate the brand in terms of its maker’s reputation. From the above example, in the case of Nokia 6110, although you won’t see within the phone any mark as to show who manufactured the phone, but the CORE BRAND (Nokia 6110) or the product itself, speaks of who manufactured the phone. As in the case of Gatorade, where the products are sold around the world just like in the Philippines, its mark branding says: “Produced and manufactured in the Philippines, Under license from Stokely-Van Camp Inc., By Pepsi Cola Products Philippines Inc.”


It is clearly, in the third tier, that the role of corporate branding in product branding is the latter’s legitimator. In such way, it implies that the product is made by any other than this reputable, respectable and world recognized manufacturer, as it also functions to eliminate doubt form the consumers to the product itself with regards to its quality and nutritional values, as well as it increases the company’s credit capabilities, as in the case of Gatorade from my example where investors, would easily seen that the local manufacturer is backed up by an international company or is trustworthy company having obtained a license from the international company . According to the Roberto’s, Mark Branding is just another term for Corporate Branding, which I agree.


As you notice in the case of NOKIA in my example, its corporate branding is part of its core brand of their products. As you also notice that this techniques puts the company and products in advantage position, as it shows the company and the products (mobile phones) are one or wholistic. It’s actually the corporate brand and the core brand speaks for them. Its just like NOKIATM says “I am a reputable, respectable and world wide recognized phone manufacturer and I make Nokia Phone”, and the Nokia 6110 says “I am a Nokia phone, manufactured by NOKIATM, a reputable, respectable and world wide recognized phone manufacturer.

Dr. Ned Roberto and Ardy Roberto, recommends that in terms of product branding you have to incorporate or integrate corporate branding with your product branding.


In such way, your company and your products are one. It eliminates doubt to your products. It boast company’s visibility. Products good will, is company’s good will and vice versa (in holistic approach). You save money in terms of advertising, where when you advertise your product you advertise your company, and when you advertise the company it is as if you advertise your product more effectively( in terms of, as example, when the product is already out in the market). Incorporating company’s branding with product branding is also a best strategy for, I believe, when you are new to the market.

Now, how about Corporate branding with regards to services marketing? Particularly for a new services company.