Descending to the Top Speech by Butch Jimenez

Speech delivered on the 93rd SILLIMAN UNIVERSITY COMMENCEMENT EXERCISES,

March 26, 2006 by Mr. Menardo "Butch" G. Jimenez Jr.

Senior Vice-President, Retail Business Group PLDT

OIC, Wireless Consumer Division, Smart Communications

It is a privilege of mine to be here. In 2003, I was requested to be the commencement speaker for the graduating class of the University of the Philippines-Diliman. And after I gave that address, I said to myself -- and this is true -- the only other invitation that I will accept after UP Diliman is Silliman University. I have actually been waiting for almost three years. And I would have waited 30 more years to address you. You may be asking, "Why is that?" It is simply because of the Christian roots and the Christian heritage that this university has; the same roots and the

same heritage that my great grandmother, my grandmother, and even my mother have tried to instill in my life.

That is why I am here. So thank you very much for the privilege. I am actually quite excited to address all of you.

One of the questions running in your mind today as you graduate and move forward is, "How do I reach the top?" A fair question and one that needs to be answered. And since I now presently handle marketing for both PLDT and Smart, let me share with you some marketing principles that I have learned, that may guide you on your quest to the top.

A battle for the mind

Success in marketing is a battle to be the first in the mind of the consumer. That is the principle proposed in the '80s by two authors, Al Ries and Jack Trout, in their classic book, "Positioning."

Ries and Trout said that success in marketing is a battle to be the first in the mind of the consumer. If you are first in the mind of the consumer, in most cases, you will rise to the top and become the leader or number one. So, the battle is to be the first in the mind.

Let's give a couple of examples. When I say cola, what comes first in your mind? It's Coke. And...