The Asian Centre for Enterprise Development (ASCEND), research arm of the Philippine Institute for Supply Management (PISM) in releasing the monthly PMI Philippines data, had its first annual corporate planning session at Conti’s Restaurant in Makati City, last December 19, 2011. The session was attended by the ASCEND team members headed by CEO & President Dr. Nick Fontanilla and Legal Counsel Atty. Rodrigo Celicious.
The ASCEND team presented the current situation, targets and plans of action for different projects including PMI Philippines, the flagship project of ASCEND since its inception early this year.
PMI Philippines has been running for close to four years now. It was well-received in its past three years of implementation. Next year, ASCEND is undertaking the challenge to improve the project in terms of operations, methodology, marketing and PR.
As presented by Ms. Angelica Basada, Statistician/Analyst of ASCEND, PMI plans to venture in a multi-methodological set-up starting in 2012. She discussed the benefits of going multi-methodology in data collection. She presented the following methodologies to be used as standard for PMI Philippines next year: Computer-Assisted Telephone Interview (CATI), Computer-Assisted Web Interviews (CAWI), Mobile Phone and E-mail. This combination of research methodologies has been proven to be an effective methodology for data collection. Optimizing the CAWI to invite online responses especially for outside NCR respondents is a primary target for PMI next year. This ensures that the PMI operation is sustainable by maximizing accuracy and reliability of data collection while minimizing cost.
Information is the new gold as they say in this modern age. Database is an intangible asset that companies around the world are now maximizing for increased business opportunities. To get there, effective database management must be implemented in 2012 for PMI to become successful in data collection and marketing. Plans for database management were discussed by Ms. Maria Edrina Rebagay, Database Management Assistant of ASCEND. She proposed a new system of managing the database for research and marketing purposes. It entails the active updating of the database every month and systematic folder system for database files. It also requires a disciplined monitoring and reporting of the database every month. This ensures the smooth sailing of PMI operation next year.
PMI is a good product. Dr. Fontanilla always mentions this during the corporate meetings of the ASCEND team. Without consistent marketing campaigns for PMI, there is no value added in conducting this every month. As a much-needed support, Bangko Sentral ng Pilipinas’ (BSP) has already signed for an initial three-month platinum sponsorship to PMI Philippines before the beginning of 2012. Schedule of the PMI November & December 2011 presentation is already in the ASCEND pipeline for January of next year.
On the other hand, a more intensive marketing campaign for PMI Philippines, Ms. Johnlery Rico presented a roster of activities targeted for 2012 in soliciting interest for subscription and sponsorship among target stakeholders. She discussed the current status of subscription and sponsorship accounts for 2011. She also presented the target clients for 2012. She defined the following as the primary stakeholders of the PMI data: the PMI Philippines panel members, PISM members, top corporations in the Philippines, government economic and financial institutions, private banks and financial institutions, academic institutions and the media. For each stakeholder, there is corresponding roster of marketing activities such as e-mail marketing campaigns, telephone marketing follow-ups, economic briefings, media exposure campaigns etc.
The planning session served as a productive exchange of ideas and insights for the incoming year. All of the targets and plan of actions presented gives PMI Philippines a bright future. However, hard work, patience and discipline in implementing all of these post a challenge for everyone in the ASCEND team to do better next year.
Stephanie Manacop
Research Executive, ASCEND
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