Ateneo wins PANA Marketing Communications Competition

[Scholes]

Five Management Engineering and Management-Honors students from the Ateneo de Manila University's John Gokongwei School of Management (JGSOM) won the Championship trophy in this year's Integrated Marketing Communications Competition sponsored by the Philippine Association of National Advertisers (PANA) at the Manila Hotel last Friday, 22 November 2002.

The team bested entries from five other universities, namely UP-Diliman, DLSU-Manila, UST, UA&P, and PUP.

Head coach is Mr. Rodolfo P. Ang, Chair of the JGSOM's Department of Marketing and Law.

Congrats, guys!

[maester]

congratulations!!! :)

[Shelly_rush]

My God...what happened to UST pips!!! Grabe we made it last year...Syang naman- we already started nice sana 2loy-2loy na!!!! Hmmm...well congrats na lang to the ateneans who won.

[pinkrose]

Congrats! *okay*

Out of curiosity, kamusta performance nung mga taga-UPD? Taga UPD kasi ako and I'd like to know how they did.

[erichubert]

hi congrats to Ateneo specially to Karen Ong and Don Lim from Management Honors course... as for the order of the competitors, it was not really mentioned during the contest but we found the score cards of the judges that were left in their table and the order was as follows:
Ateneo
PLM
UST
De La Salle
UP
Anyway congrats to all who participated....:)

[fjnoordam]

I got some inside Info on PANA. The school that followed Ateneo was La Salle with a score of 80 plus, the other three schools' scores were 70 plus only. What erichubert probably saw was just one of the score cards of the judges.

I honestly did not like Ateneo's campaign, I don't even know why they won. Their brand name, "Plunge, no frills all chills" Sounds like an ad of a drink, particularly Nestea. Pangit sobra. I thought either PUP, DLSU or UST would win.

[archer_nemesis]

Originally posted by fjnoordam
I got some inside Info on PANA. The school that followed Ateneo was La Salle with a score of 80 plus, the other three schools' scores were 70 plus only. What erichubert probably saw was just one of the score cards of the judges.

I honestly did not like Ateneo's campaign, I don't even know why they won. Their brand name, "Plunge, no frills all chills" Sounds like an ad of a drink, particularly Nestea. Pangit sobra. I thought either PUP, DLSU or UST would win.

Hmmmmm.... You're from DLSU?

Just a guess. :D

[Scholes]

Originally posted by fjnoordam
I got some inside Info on PANA. The school that followed Ateneo was La Salle with a score of 80 plus, the other three schools' scores were 70 plus only. What erichubert probably saw was just one of the score cards of the judges.

I honestly did not like Ateneo's campaign, I don't even know why they won. Their brand name, "Plunge, no frills all chills" Sounds like an ad of a drink, particularly Nestea. Pangit sobra. I thought either PUP, DLSU or UST would win.

You're entitled to your own opinion. Your academic affiliation is rather obvious. No wonder, the grapes today are so sour.

'Lemme just tell you that right from the start, everyone was expecting Ateneo to win, especially because the head coach, Mr. Rudy Ang has such a winner's attitude. :)

Just swallow it, dude. :) Better luck to DLSU next year.

[FRIEDBLUEEAGLE]

Congratulations to ADMU! You guys really edge any university when it comes to MARKETING! No wonder your university is SO OVERHYPED! :lol: But I wonder if you guys can even live up to a single word in your USP! Congratulations again! :lol:

[majghicctm]

I would just like to correct erichubert.

1st Ateneo
2nd PUP
3rd UST

Hindi PLM and 2nd.

[UAAP_CHAMP]

Face it FBE. You haven't been winning academic contests lately except for the Finex thing which you only won this year. Ateneo won that three years ago to think we do not have an accounting course. There is no hype. _o_o lang talaga yang school bukol mo. ComSCi? You can't even win your own contest. Tsk. tsk. tsk. Wawa ka naman.

BTW... sino nga ulit nanalo ng UAAP basketball crown? Ahhh kaya pala pikon ka because you already suck in basketball and you are definitely idiots in academics. In fact, yung batchmates ko sa AHS na sobrang bagsak ang grades studied in dlsu kasi they did not pass the ACET and UPCAT.

Cheers na lang dude. Don't sour grape too much. :lol:

[FRIEDBLUEEAGLE]

Originally posted by UAAP_CHAMP
Face it FBE. You haven't been winning academic contests lately except for the Finex thing which you only won this year. Ateneo won that three years ago to think we do not have an accounting course. There is no hype. _o_o lang talaga yang school bukol mo. ComSCi? You can't even win your own contest. Tsk. tsk. tsk. Wawa ka naman.

BTW... sino nga ulit nanalo ng UAAP basketball crown? Ahhh kaya pala pikon ka because you already suck in basketball and you are definitely idiots in academics. In fact, yung batchmates ko sa AHS na sobrang bagsak ang grades studied in dlsu kasi they did not pass the ACET and UPCAT.

Cheers na lang dude. Don't sour grape too much. :lol:

Yup its really Ateneo's CHAMBA SEASON. This is really your TSAMBA year! No wonder! Imagine, take the UAAP Basketball for example, that was clearly a CHAMBA win! And btw, you can keep the basketball crown cause DLSU is targetting and leading the overall standings (and we all know that you guys are below the gutter... in the KULELAT SECTION of the UAAP overall standings! :lol: ) AND YES YOUR UNIVERSITY IS FULL OF HYPE! Just look how they overhyped their TSAMBA win in the UAAP! As for LASALLIANS being rejects, dream on dude, I know you just hate LASALLE for rejecting you, look your just studying in Ateneo, the kulelat university among the Philippine's TOP 3 universities! :lol: Please stop ridiculing yourself, you are already an atenean, you are already a ridicule! Not to mention an insult. :lol:

[rabbaddal]

For those who witnessed the event, were the contestants evaluated based on the creativity of their concept or on the strategy that they proposed, and how they planned to execute that strategy?

[criticguy]

Originally posted by FRIEDBLUEEAGLE


Yup its really Ateneo's CHAMBA SEASON. This is really your TSAMBA year! No wonder! Imagine, take the UAAP Basketball for example, that was clearly a CHAMBA win! And btw, you can keep the basketball crown cause DLSU is targetting and leading the overall standings (and we all know that you guys are below the gutter... in the KULELAT SECTION of the UAAP overall standings! :lol: ) AND YES YOUR UNIVERSITY IS FULL OF HYPE! Just look how they overhyped their TSAMBA win in the UAAP! As for LASALLIANS being rejects, dream on dude, I know you just hate LASALLE for rejecting you, look your just studying in Ateneo, the kulelat university among the Philippine's TOP 3 universities! :lol: Please stop ridiculing yourself, you are already an atenean, you are already a ridicule! Not to mention an insult. :lol:

idol ito pa, chamba ng Ateneo.

- #1 in the overall passing percentage in bar exams for the past 11 years. (including this year, the latest)

- the microsoft.net competition

-finalist in the Australian debating championship, making history as the first asian institution. to make it.

-won the 2002 National Debate Championship

and many more.

yup, chamba year for Ateneo.

ano pa masabi mo?

:lol: :lol: :lol:


PEACE

[Lek-Lek]

Originally posted by rabbaddal
For those who witnessed the event, were the contestants evaluated based on the creativity of their concept or on the strategy that they proposed, and how they planned to execute that strategy?

I wasn't there, but I believe the contestants were given the case beforehand. I'm not just sure what the case was for this year.

Yeah, the contestants had to present their strategies and they were evaluated based on the logic, effectiveness, creativity, and soundness of their marketing plans.

[cHaSeR]

Congratulations to the Ateneo! :D

[samanthababe]

Originally posted by fjnoordam
I got some inside Info on PANA. The school that followed Ateneo was La Salle with a score of 80 plus, the other three schools' scores were 70 plus only. What erichubert probably saw was just one of the score cards of the judges.

I honestly did not like Ateneo's campaign, I don't even know why they won. Their brand name, "Plunge, no frills all chills" Sounds like an ad of a drink, particularly Nestea. Pangit sobra. I thought either PUP, DLSU or UST would win.

You know what it happened too year 2000 yung mga seniors ko pa sa USTe kc they thought if it's not them it's gonna be PUP..tpos out of nowhere lumabas ateneo..kakagulat nga daw kc UST & PUP are ahead..tpos they prove it right by winning last year with the ad Frenzi

[Lek-Lek]

Originally posted by samanthababe


You know what it happened too year 2000 yung mga seniors ko pa sa USTe kc they thought if it's not them it's gonna be PUP..tpos out of nowhere lumabas ateneo..kakagulat nga daw kc UST & PUP are ahead..tpos they prove it right by winning last year with the ad Frenzi

i think the reason why a lot of people question ateneo's standings in the PANA contest this year and two years ago is that UST and PUP tackles more of the advertising and creative side. in other words, these schools bring into the contest their creativity in doing advertisements. ateneo on the other hand has a different approach. the students from the JGSOM tackled the cases from a strategic marketing approach--and by that, i mean having to gather statistical data, making your SWOT analysis, maybe even doing some industry and macroanalysis, before formulating your marketing mix (4 P's), brand management strategies, and even the preparation of a well-detailed marketing budget. i have to say that ateneo is not very strong on the creative side, since we do not send advertising majors. but it really depends on the appreciation of the judges. last year was a different case: the judges favored UST's presentation, with all the beautiful girls modelling the cola brand that was used in the case. remember, marketing is not just advertising, which means that a very creative advertising promotion does not necessarily translate into an effective marketing strategy. you may have a very glitsy advertisement which does not match the psychographic and demographic characteristics of your target market. also, an advertisement may have to satisfy the limitations of your financial budget or be appropriate to your product/service offering, diba? you may also have to address questions such as, "are your advertisment costs justified in the pricing of your product, assuming a certain product positioning?", "if so, how do you assure yourselves of profits?". there are a lot of marketing issues which creativity in advertisement alone cannot address.

besides, everything is just water under the bridge. if you guys intend to join the contest next year, might as well spend time on brainstorming as to how you can probably win the judges' favor.

[toyo]

UAAP_CHAMP is right, ateneo won the finex competition three years ago, but he failed to disclose the fact that after the most-likely "Tsamba" win three years ago, ateneo consistently placed 3rd - behind UP and La Salle. This year, La Salle is finally where it should belong - The TOP!

[UAAP_CHAMP]

Originally posted by toyo
UAAP_CHAMP is right, ateneo won the finex competition three years ago, but he failed to disclose the fact that after the most-likely "Tsamba" win three years ago, ateneo consistently placed 3rd - behind UP and La Salle. This year, La Salle is finally where it should belong - The TOP!

As I have said this kind of contest is not our forte. In fact, it should be yours given the number of diploma mill students studying accounting in your "may pambayad ka sa tuition tangap ka na" school. So how come you only won this year given all the hype you're the best accounting school kuno? There is only one answer. _O_O kayo! Sariling strengths ninyo bano kayo. Pusta ko you had to bribe officials just to win the contest. And what about computer contests? Wala kayong masabi kasi you SUCK! :lol:

You and your sister FBE are the same breed of mediocrity. I have to admit hindi Tsamba yung pagiging taft-u students niyo kasi wala na kayong mapasukan not to mention UAAP BBALL LOSERS pa kayo. :D

[rabbaddal]

Excellent assessment Lek-Lek! Marketing is indeed one of the most quantitative and arguably the most strategic disciplines in corporate management. Although now we are seeing companies put up their own internal strategy divisions in which many are staffed by former marketing people.

Even Advertising in its entire scope is quantitative and strategic but some people tend to confuse "Advertising" with "Advertisements". Advertisements are only the end product and the creative concept of it is handled by the creatives people while account relationships are handled by account representatives. But before an ad can be launched, a lot of preliminary analytical, quantitative, and startegic work needs to be done by market research, data mining, and strategy groups.

However, are we sure that what you said was the criteria used by the judges? If so then it would be excellent because it would be a more accurate reflection of Marketing.

[Braveheart]

Originally posted by Lek-Lek


last year was a different case: the judges favored UST's presentation, with all the beautiful girls modelling the cola brand that was used in the case. remember, marketing is not just advertising, which means that a very creative advertising promotion does not necessarily translate into an effective marketing strategy. you may have a very glitsy advertisement which does not match the psychographic and demographic characteristics of your target market. also, an advertisement may have to satisfy the limitations of your financial budget or be appropriate to your product/service offering, diba?

eh? of course, you are not going to have advertising without taking into consideration all the characteristics you mentioned, yes? a "glitsy advertisement" is useless if it does not match anything about your target market, di ba? you may have the best marketing strategy, but if you don't know how to execute the strategy then what's your strategy for? good for UST people who won last year's contest because they were able to execute successfully their strategy.

and what's with "plunge, no frills all chills", a product of ateneo's "having to gather statistical data, making your SWOT analysis, maybe even doing some industry and macroanalysis, before formulating your marketing mix (4 P's), brand management strategies, and even the preparation of a well-detailed marketing budget"??? yeah, right.

[FRIEDBLUEEAGLE]

Originally posted by UAAP_CHAMP


As I have said this kind of contest is not our forte. In fact, it should be yours given the number of diploma mill students studying accounting in your "may pambayad ka sa tuition tangap ka na" school. So how come you only won this year given all the hype you're the best accounting school kuno? There is only one answer. _O_O kayo! Sariling strengths ninyo bano kayo. Pusta ko you had to bribe officials just to win the contest. And what about computer contests? Wala kayong masabi kasi you SUCK! :lol:

You and your sister FBE are the same breed of mediocrity. I have to admit hindi Tsamba yung pagiging taft-u students niyo kasi wala na kayong mapasukan not to mention UAAP BBALL LOSERS pa kayo. :D

So you admit that nakaTSAMBA lang kayo since the FINEX contest is not your forte and that explains why you only won that contest in a one time big time manner just like what happened in the UAAP? And in case you are dumb, which is obvious since you are an atenean, the success in that contest is not wholly attributed to being an accounting student since its not all accounting. I bet if its a purely accounting contest, atenean will for sure to ulolate since i bet that you dont know simple terms like what is a debit and what is a credit. And its also obvious that you are so bitter and sour over DLSU's victory, your insecurities are pumping up again. No wonder you sent me an unreplyable PM. Only a COWARD will do such things. No wonder you are a coward. A cancerous gay to be exact.

As for your hirit, "So how come you only won this year given all the hype you're the best accounting school kuno? There is only one answer. _O_O kayo! Sariling strengths ninyo bano kayo. Pusta ko you had to bribe officials just to win the contest. And what about computer contests? Wala kayong masabi kasi you SUCK! :lol:" ... better say this to yourself and to your university! After 14 long years! :lol: :lol:


True/great winners win consistently. Tsambaleros are ateneans/win only once. Better remember that salbakuta fan! Stupid!

[Shelly_rush]

Originally posted by Lek-Lek


i think the reason why a lot of people question ateneo's standings in the PANA contest this year and two years ago is that UST and PUP tackles more of the advertising and creative side. in other words, these schools bring into the contest their creativity in doing advertisements. ateneo on the other hand has a different approach. the students from the JGSOM tackled the cases from a strategic marketing approach--and by that, i mean having to gather statistical data, making your SWOT analysis, maybe even doing some industry and macroanalysis, before formulating your marketing mix (4 P's), brand management strategies, and even the preparation of a well-detailed marketing budget. i have to say that ateneo is not very strong on the creative side, since we do not send advertising majors. but it really depends on the appreciation of the judges. last year was a different case: the judges favored UST's presentation, with all the beautiful girls modelling the cola brand that was used in the case. remember, marketing is not just advertising, which means that a very creative advertising promotion does not necessarily translate into an effective marketing strategy. you may have a very glitsy advertisement which does not match the psychographic and demographic characteristics of your target market. also, an advertisement may have to satisfy the limitations of your financial budget or be appropriate to your product/service offering, diba? you may also have to address questions such as, "are your advertisment costs justified in the pricing of your product, assuming a certain product positioning?", "if so, how do you assure yourselves of profits?". there are a lot of marketing issues which creativity in advertisement alone cannot address.

besides, everything is just water under the bridge. if you guys intend to join the contest next year, might as well spend time on brainstorming as to how you can probably win the judges' favor.

Xcuse me- US- modelling FRENZI is just part of our presentation & anybody could do that even other school & that's not even the highlight of our presentation but the execution of the TV & radio ad and as you know it is one of the criteria in that contest. I just don't know nga y u guys didn't rank high in that criteria that you even had Karylle singing for your jingle. Niweiz as for the IMC as everybody noticed almost the same lang lahat with a very tiny difference kaya yung naging edge namin is the execution bcoz it reflected our IMC the way it should be since our target audience is the youth..the elements we had is somebody like that & you see even other school cheered on that like Miriam & PUP. Now as for the budget ur talking about we look at it as the same way as you guys bcoz as you know this would only limit your creativity. Once your in the field of advertising already you would know that!

[Lek-Lek]

Braveheart,

I am not a faculty member of the Department of Marketing, but from what I heard, this year's contest revolved around the product idea of "soap and shampoo" in one. The rest of the schools targeted the C-D market, hence, they proposed for heavy television advertisement. Ateneo, however, took a different stance (which I think highly differentiated them from the rest). The students believed that they weren't just selling a product, but a lifestyle. When you're selling a lifestyle, you usually target the A-B segments. Of course, before assuming that, you need statistical data. With the A-B market in their minds, they then proposed to use the print media more, since they believed that the A-B markets in the Philippines do not spend a lot of time watching local television shows. That would again necessitate the use of statistical data. Also, the judges believed that using print media for advertisement is more realistic, given a budget of PhP 10 million! So, how do you then communicate with your target market? Statistics will again have to play its role. They concluded that the A-B market can best be reached through the print media--newspapers and lifestyle magazines--knowing of course that they could not accomodate expenses on international television media in their budget.

Since you wanted to talk about strategy execution, it might be important to remember that you're just presenting a strategy. Meaning, they will be evaluated based on effectiveness and soundness. Strategy formulation is more of a mind work. Strategic execution on the other hand focuses more on efficiency--on the action. You cannot evaluate the action in a one-hour time limit. :) Moreover, what makes you think that a marketing strategy focused on using television as a medium will work, given a budget of PhP 10 million? Are you aware that established brands such as Vaseline spend as much as PhP 7 million per week for advertisements? What makes you think that a new brand, vulnerable to retaliatory attacks from competitors and substitutes, will be able to sustain it? And oh, you can only gain those types of insights through information and data gathering, by the way.

And yes, the students did gather a lot of data in order to support their assumptions.

In the end, I just have to salute the brilliance of the coach, Mr. Rudy Ang. Having him as a coach is worth a thousand PANA trophies, I believe.

As a side note however, the brand managers of Unilever told the Ateneo students that they seem to have been in the business of brand management for ten years. And believe it or not, even if a lot of people in this thread say that "PLUNGE" sounds more like a beverage product, the marketing professionals present at the competition loved it. In fact, one of the judges, who happens to be a top executive at McKann Erickson asked for the resumes of all the members of the Ateneo team.

[Lek-Lek]

Originally posted by rabbaddal
Excellent assessment Lek-Lek! Marketing is indeed one of the most quantitative and arguably the most strategic disciplines in corporate management. Although now we are seeing companies put up their own internal strategy divisions in which many are staffed by former marketing people.

Even Advertising in its entire scope is quantitative and strategic but some people tend to confuse "Advertising" with "Advertisements". Advertisements are only the end product and the creative concept of it is handled by the creatives people while account relationships are handled by account representatives. But before an ad can be launched, a lot of preliminary analytical, quantitative, and startegic work needs to be done by market research, data mining, and strategy groups.

However, are we sure that what you said was the criteria used by the judges? If so then it would be excellent because it would be a more accurate reflection of Marketing.

Hey, thanks! But honestly, Marketing is just second to Finance for me. :) I remember those lectures with victory--fun-filled!

I believe the criteria are similar to the ones used by the JGSOM during marketing presentations for students. Did you know that the Department of Marketing chooses the Top 4 placers during each semester for a final marketing competition? :) During my marketing days, we tried so hard to formulate a marketing plan for Tropical Hut, we almost made it to the finals. Mr. Ang was our panelist and it was so rewarding getting a B+ from him!

[zippo_d_frog]

Initially, I thought I have found the thread to intelligently exchange marketing management views with upcoming or established marketing professionals. But after reading majority of the posts, I would rather do something else.

I was there in the marketing competition in my capacity as a faculty member but I think this forum is not the proper forum to share insights.

Good luck to you all.

[Exterminator]

I know this contest is held in November. Does anyone know when exactly and where it will be held this year? Does anyone know who will be representing the defending champs Ateneo?

[alikishi]

it will be held this friday. sa manila hotel ata

[Warrior_Dude]

Guess what?
UP, Ateneo and La Salle lost to PUP

Assumption even qualified for the finals in its first time to join dislodging UST and other schools.

Shame shame shame......

Congratulations to PUP and Assumption College!!!

[dekster]

Wow! Congrats to PUP and Assumption! :)

[NunoSaPunso]

Congrats to PUP and Assumption. It;s a good thing, at least hindi palaging UST, UP, Ateneo and DLSU ang magagaling :)

[Ischaramoochie]

congrat's to everybody. i'm sure the positions are well-deserved.

[Stampede]

time to change the title of the thread.

[Royal_Highness]

Akala ko ba UP ang always the best. Bakit palaging olats? Olats sa Finex, olats sa Marketing, olats sa Statistics, olats sa Comp Sci, olats sa Operations Research, olats sa Law, olats sa Medicine, olats sa Arki and so on and so forth.

Baka inferior quality of education sa UP kaya even na, assuming, magaling ang mga estudyante, nagiging mediocre lang sila because of the poor quality of education.

Anyway, congrats to the winners! Only goes to show no one holds a monopoly on talents. Mabuhay!

[Braveheart]

Originally posted by Royal_Highness
Akala ko ba UP ang always the best.

correction: NOT the best. Mabuhay! :)

[clawed_out]

that's because there are other universities in the Philippines hindi lang UP ADMU DLSU at UST.

congrats to PUP & Assumption College!

so, should we consider this competition not credible na ba? or is it nalalaos na tayo?

[ErwinRafael]

Originally posted by Royal_Highness
Akala ko ba UP ang always the best. Bakit palaging olats? Olats sa Finex, olats sa Marketing, olats sa Statistics, olats sa Comp Sci, olats sa Operations Research, olats sa Law, olats sa Medicine, olats sa Arki and so on and so forth.

Baka inferior quality of education sa UP kaya even na, assuming, magaling ang mga estudyante, nagiging mediocre lang sila because of the poor quality of education.


UP education is not poor quality. you can not judge it by contests, because inter-school contests do not solely determine the quality of education of a given school.

tulad nga ng sinabi ni Bob Ong, ang buhay ay hindi isang multiple choice or true or false exam. para siyang essay na sinusulat. contests determine who is good at answering contest-type of questions, but it does not determine completely the level of quality of any given school.

i'm giving up on PEx. almost every post is a slam on another school. this is the worst forum on the internet. puro bashing, kayabangan, walang kwenta. kaya ako pumasok sa Academe forum, nabasa ko kasi yung yung decription. i was looking for a place where people discuss academic issues lalo na't i'm in the academe right now. wala pala. goodbye. maiwan na kayo diyan sa inyong pataasan ng ihi. sana sa internet lang kayo ganyan at hindi sa totoong buhay.

sa nanalo sa Marketing Communication Competition, congrats! you deserve it.

[ice n friez]

congrats to the winners!

[blue_asteroid24]

really AC was qualified? if its true, then great...ders hope in AC..
Congrats!...

[Warrior_Dude]

Yes.
AC could have won the title if they had the experience in presenting their paper well. Too bad that their inexperience in actual competition presentation did them in. But the paper was excellent.

Congratulations again to AC.
From hindsight, they will always be a force to reckon with in the PANA competition from now on.

[Sentinel_2K]

wow! congrats PUP!! :)

[zippo_d_frog]

Yeah Congrats to AC and PUP
Maybe the other schools were cuaght napping.

[halikinu_rahrah]

when's the next PANA competition?

[frank_chavez]

who won this year??

[Lek-Lek]

Finals will be on November 13, 2004 at the EDSA Shangri-La.