"Meet the Millennial Moms" is a first-of- its-kind book written to help the industry better understand and serve a new generation of millennial moms in the Philippines. Based on proprietary quantitative research and countless in-depth interviews, authors Editha Acedera and Katrina Yu introduce you to the fascinating psyche of millennial moms of today: a very inspiring and inspired generation of moms who are looking for more meaningful and targeted connections/brand experiences. The work captures data from their large-scale generational study and creative questions designed to go beyond the obvious and the stereotypes. The work reveals insights on how to better enlist millennial parents as co-creators/authors of brands and products and create a truly authentic brand experience that inspires trial and loyalty. An indispensable read on profiling, peppered with real human stories and surprising revelations to thought- provoking questions, this book helps marketers wishing to unlock the Philippine market by better serving the powerful new generation of millennial moms.
This book is written by two industry practitioners with a combined experience of 31 years in Marketing and Market Research. They are mothers to two young boys and have co-founded an online marketplace for mothers called MommyRepublic (www.mommyrepublic.com). They have also partnered with Google Philippines for Brand Hacks to unlock the power of brands.
Ma. Editha Acedera has 16 years' experience in management roles in the FMCG sector (Procter and Gamble, Unilever) in the Philippines and Singapore handling local, regional and global roles in Marketing and Consumer Insight. Aside from leading global brands, she has also had research agency/field experience. She is currently based in Philippines.
Katrina Yu is a marketeer with 15 years of experience in Top FMCG giants (Procter & Gamble, Unilever) in various local, regional, and global capacities. For over 15 years she handled several global brands in categories, spanning different continents, and spent her last 8 years in Luxury Retail (color cosmetics/skincare/premium brands). She lived in the Philippines, Japan, Singapore, Hong Kong, and Spain and speaks three languages (Filipino, English, and Japanese). She is currently based in Singapore.
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