The world's most advertised product

The world's most advertised product is Coca Cola spending nearly $100 million dollar annually followed by Marlboro at second spot. While Coca Cola is happily sustaining its eye popping advertisement, Marlboro on the other hand had were having a hard time catching eyes to the general public. During its first few years of operation Marlboro's image is just so feminine, far cry from its present masculine image.

Why does Coca Cola spend that much? Simple, Because they want consumers to buy their products, and not of the competitor's. Similarly, a better tasting food will sell. But first, the consumer must know two things: that the food is indeed better, and that the food is available. Consumers generally learn these two pieces of information through advertising.

Media has come a long way. It is through the help of media - televisions, billboards, radios, bulletin boards, exhibits and others on why advertising exist. Through these media, the word convince and persuade is the key. It requires a rational appeal to another person's intelligence. Do not try to fraud advertise or fool. A good practitioner of advertising can convince a logical prospect to try a product one time. No more, no less. The word "try" instead of "buy" is also important. Although it is true that, in most cases, a prospect will have to buy a product in order to try it, a trier is a tester while a "buyer" is usually a steady customer. The best that your advertising can hope for is to get a one-time trier. From then on, your products are on their own. Either the one-time trier will like your produce better than the produce from his current source (in which case, you've made a new customer); or he won't like it better and will revert to his old source of supply (perhaps the local grocer). In that case, you've lost him until such time as a new variety, a new experience, or a new set of reasons is developed together with advertising that convinces him to give it another try. But your advertising has done its job: it convinced someone to try. Advertising does not make customers. Only products make customers.

Customer always comes first

The success story of Jollibee started in 1975 as an ice cream parlor, then later on after incorporating in 1978 began to add a variety of sandwich menus. It is under the undisputed leadership of the great Mr. Tony Tan Caktiong that Jollibee excelled to greater heights.

As quoted, Jollibee is one of the most admired companies in Asia accoridng to a research done by the Far Eastern Economic Review. I remeber how I felt when I went to their Regional Office in Cebu passing through the door with signage that says "Through this door pass the employees of one of the most admired companies in Asia". Its just so overwhelming to be a part of an organization that I always believe and say the epitome of a system dependent company. Which practically was the reason why with the same number of people giving on-time food service for only 1 customer still they can able to cater and meet the on-time service with 1,000 customers.

One factor of their success can be attributed to their Values, of course apart of their Mission-Vision. Never was a time that they practice and believe the value of "Customer is always right". But instead "Always customer first". It means attending and responding to their needs and getting back to them immediately. And how we make them feel we care. I personally agree because if you believe otherwise it might be a good reason that for some time now your company will shut down. "Customer is always right" on the otherhand means spoiling your customers giving them all they want even if it means shutting your company.