Date: February 18, 2021
Location: Webinar via Zoom

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Better 2021 Expected

Companies and consumers are counting on better days for 2021 banking on the corona virus vaccine and sustained re-opening of the economy.

Consumer confidence for 2021 is at a positive 25.5%, better than the previous 19.9% as Filipinos expect their lives to return to normal with more jobs, higher incomes, and stable prices of goods.

Businesses are optimistic, but tempered as they see the ill effects of Covid-19 persisting.

Philippine economic managers believe the country can return to its growth path and see output rise by 6.5-7.5 percent. BSP Governor Benjamin Diokno said growth cannot ‘rebound significantly’ until confidence is restored.

The revival of consumer confidence is key to economic recovery, as Filipinos need to earn more and feel safe before they head out to shop, dine, and travel again amidst the pandemic.

This webinar will focus its discussions on how businesses, brands and retail can help in restoring consumer confidence as they build momentum for recovery, rebound and sustainability.

How will businesses and brands strategize their path to recovery and help build consumer confidence?

Listen and learn from Experts, Business Leaders, and Economists on their outlook and perspectives for 2021, innovative ideas for business growth and sustainability, and opportunities/challenges for 2021 as market shifts continue to persist in our VUCA world.


1. The Economic Outlook for 2021: Opportunities and Challenges Ahead for Filipinos

An economic briefing that discusses opportunities and challenges for businesses and brands in 2021. Businesses can leverage on growth areas where opportunities can drive sustainability and innovation.

2. Retail Experiences: Now is a Good Time to Dine, Shop and Experience Personal Safety

Bringing consumers to remarkable retail experiences that provide safety health measures and secured spaces conducive to dining, shopping, meeting and pampering.

3. Brand Relevance and Strategies in the VUCA World

Unique ideas and approaches for businesses and brands to pursue their relevance and strategies for 2021 amidst market uncertainties.

Who Should Attend

Retailers, Business Owners, Entrepreneurs, CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Academics, Students, Government, and those involved in business, entrepreneurship, marketing and retailing.

The Resource Speaker and Expert

Alden Alfonso M. Castaneda

Senior Consultant, Acumen Brand Strategy Consultants
Former Marketing Director, Procter & Gamble Philippines, Inc.

He is currently the Senior Consultant at Acumen Brand Strategy Consultants. He works as a part time faculty, teaching Marketing Effectiveness Research, Product Development and Management, and Business Mathematics at University of Asia and the Pacific.

He worked as the Marketing Director at Procter and Gamble Philippines, Inc., and Vice President for Corporate Innovations Group and Head of Market Research at San Miguel PureFoods Company, Inc.

Alden was former Vice President for Corporate Marketing for Mister Donut at Wisehill Business Corporation. His work includes marketing, research and development, and shop design.

He was former Vice President for Strategic Planning and Vice President for Research and Business Learning at ABS-CBN Broadcasting Corporation.

His previous stints include: Associate Marketing Director, Section Head for Research and Development and Assistant Technical Brand Manager, to Senior Technical Brand Manager and to Group Manager at Procter and Gamble Philippines, Inc.

In the Marketing Department, he strengthened P&G’s leadership position in all the major categories handled – laundry, dishwashing, fabric conditioner, diapers, and mentholated rubs.

In the Research and Development Department, he led the Asia Laundry Consumer Understanding program covering China, Japan, India and the Philippines. This team identified key consumer insights that were used to give direction to the technology programs as well as marketing relaunches for the whole of Asia. Asia-wide focus group discussions, applied techniques in psychology like Maslow’s Hierarchy of Needs, behavioral research, and technical consumer modelling to yield both articulated and unarticulated consumer needs.

He led the Research division to be the company’s knowledge engine that transforms data into insights. Covered the research requirements for all ABS-CBN operations including Channel 2, Studio 23, Cable Channels (ABS-CBN News Channel, Cinema 1, Lifestyle Network), Radio (DZMM, DWRR, and Regional Radio). Also provided support to the other subsidiaries like ABS-CBN Consumer Products, Star Cinema, ABS-CBN Publishing, ABS-CBN Interactive, and ABS-CBN International.

As Head of Strategic Planning, he led data mining of advertising, customer satisfaction, and rating trends that would lead to optimum sales.

As Vice President of Corporate Innovations Group in San Miguel Purefoods, he led the development of the Innovation strategy of the Food Group (Processed Meats, Butter/Margarine/Oils, Ice Cream, Poultry and Meats, Feeds, Flour and Institutional), covering Regular and Disruptive types of Innovation.

He holds a degree in Chemical Engineering, Cum Laude, from the University of the Philippines. He was number 2 in the Board Exams for Chemical Engineers. He holds an MBA from Universitry of the Philippines.


Registration Fees and Discounts

PHP 1,888 + VAT
– Package of 3 Delegates + 1 Free
– 5% Discount to Past Delegates
– 20% Discount to Academe/Students/Government

Register Today!

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