Clinic #2: HOW TO REVITALIZE DECLINING BRANDS

All brands go through the Product Life Cycle – from Introduction to Growth then
Maturity and Decline. To address this, Willy Arcilla will share a proven effective
“Scientific Method” of resurrecting and reviving, revitalizing, and rejuvenating,
reigniting and reinforcing brands to avoid what seems inevitable – Death and
Discontinuation. He applies the principles of Medical Science to formulate
Marketing Solutions for Business Problems. This is borne out of his unique life
journey, having grown up in a family of eight (8) outstanding doctors from the
UP College of Medicine, from whom he imbibed his unique “Clinical Eye” to
diagnosing virtually all forms of Marketing Problems and Business Challenges.

He combines this gift with a B.S. Business Administration degree from the UP
College of Business Administration; International Business and Economics at
the Sophia University in Tokyo, Japan; and a Master of Science degree in
Industrial Economics from the Center for Research and Communication, the
precursor and economic think-tank of the University of Asia and the Pacific.

His corporate career spans 25 years of working for US Fortune 500 Companies
around the entire Asia-Pacific region, where he helped turn around over a dozen
major brands. For this, he became a recipient of the prestigious Agora Award
for Marketing Excellence in the Asia-Pacific Region for the year 2000, from the
Philippine Marketing Association, the premiere organization for marketing
professionals. This was in recognition of his efforts to help arrest the decline of
national icon San Miguel Beer in Hong Kong and Southern China, and then
regain market leadership and sustain it for many years to come. It was made
even more special because he was recognized for his marketing excellence not
locally, but in Asia, competing not with local brands, but the best global brands.