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Eduardo N. Roa, managing director of ACNielsen Philippines, adds that initiatives from the World Trade Organization (WTO) and the Asia Pacific Economic Council (APEC) also indicate the opening up of the RP market.
"Filipino consumers will readily accept global consumer products," Roa
declares as he
refers to the volume measures taken from ACNielsen's
Retail Audit (i.e., biscuits, chocolates, and canned fruit) which indicate the Filipino's predisposition toward imported products.
went on to explain that such high level of awareness can also be traced back to the Philippine's historical roots as well as the heavy dosage of advertising that accompany global brands.
Prep Palacios | Ed Roa | Abner Villahermos | Carl Cruz | Michael Ong | Ma. Lourdes Santos | Gloria Cudala | Eugenio S. Florendo | Arvi Cudala | Frank Johnstone | Ranie de Guzman | Carsten Spiegelberg | K. Atano Veerarattanaroj | K. Saowaluck Veerarattanaroj
...Ed was the Managing Director and Chief Clent Service Officer of ACNielsen Philippines from 2000 up to 2002 when he assumed his current role as Senior Adviser of the company. As the first Managing Director of SRG Unisearch, he led the company through its early years, which were marked by significant growth in revenue and organization.With the merging of ACNielsen Pulse and ACNielsen Unisearch in 2000 Ed became the Managing Director of this unification, ACNielsen, Philippines.Ed was the General Manager of the Unilever research division in the Philippines that became Unisearch, Inc. in 1990 under the ownership of Survey Research Group (SRG).
With a Bachelor of Arts degree in Literature, he
first ventured into advertising doing creative work then, media and account management work.Unilever
recruited him in 1967 to join their brand management in the Toilet Soaps Group
and later on, the Foods Group
.He became Company Media Manager of Unilever in the early seventies before being crossposted to the newly formed Lintas advertising agency as its Vice President for account and media managements.Ed has had extensive experience in marketing, advertising and market research.
This has been augmented by specialized training stints in the UK and in Asia Pacific.He
has also been active in the development of market research in the industry through participation in local seminars, workshops and conferences as organizer or as speaker.He is a member of the Marketing Opinion and Research Society of the Philippines (MORES) and is the first National Representative for the Philippines of the European Society for Opinion and Marketing Research (ESOMAR), a 1996 appointment.
National Marketing Conference
Ed RoaManaging Director, A C Nielsen Philippines