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Home | DLSU-D alum bags prestigious marketing award

DLSU-D alum bags prestigious marketing award

by Alumni Relations and Placement Office

Posted on March 7, 2013 at 3:34 PM

De La Salle University Dasmariñas

Tweet A graduate of De La Salle University-Dasmariñas recently won the prestigious Mansmith Young Market Masters Award for Advocacy Marketing, an award that recognizes young achievers who excel in marketing, and help pave the way for a marketing-oriented Philippine society.

Daryl Umali,a BSBA graduate majoring in Business Management in 2007 joined Electrolux Philippines in 2010 as the Product Manager for Fabric Care (Washing Machines). In his first year, he adopted the 360-degree approach to all his marketing initiatives to cover all consumer touch points.

With the Electrolux Wash-a-palooza, the brand was able to maintain its leadership in premium fabric care, retaining the number one position in Front Load Washers while achieving an unprecedented total category growth of +42%.

In 2011, Daryl launched the Electrolux Clothes and Hugs Campaign which highlighted the values of family togetherness and extending help to those in need. He conceptualized the Electrolux Laundry Mobile that collected pre-loved clothes in Manila, Cebu and provinces from Luzon. He concluded his campaign with two washing marathons so that the clothes collected nationwide could be given fresh and clean to affected families of natural calamities. To ensure this, he successfully

forged a partnership with ABS-CBN's Sagip-Kapamilya, turning over 10,000 kilos of clothes by the end of the 3-month campaign. As a result, the Electrolux Clothes and Hugs Campaign became a vehicle for the brand to stay socially relevant while achieving business objectives. By the end of 2011, despite market contraction, the Fabric Care category achieved a +33% growth versus the previous year and retained its leadership position in the Front Load Washer segment. Moreover, he successfully penetrated the Top Load Washers segment by launching a new line of top loading washing machines.

All his efforts did not go unnoticed as several award-giving bodies gave recognition to the Electrolux Clothes and Hugs campaign. It won prestigious awards such as the PANATA Award, Tambuli Award, Philippine Quill Award, and the Electrolux Global Marketing Excellence Award in Sweden.

2012 saw a new role for Daryl as Product Manager for the Cooking Category. He led distribution and penetration improvement strategies via the Electrolux Wok-a-holic Kitchen Star. He overcame low dealer acceptance in some accounts, a major challenge faced by the cooking category, as he provided account-specific support to the sales team which achieved improvements in distribution. He did this by carefully studying each dealer's target consumers, and working with the sales team, he implemented programs that obtained the dealers' interest in supporting the brand in the cooking category.

Electrolux Wok-a-holic was a campaign that touched the lives of more than a hundred men and women by giving them the opportunity to showcase their culinary skills, opening their minds to what they can achieve with their talent. Since the competition started in 2010, its winners have gone on to become entrepreneurs, opening small "carinderias" and catering businesses armed with their Wok-a-holic trophies and Electrolux kitchen appliances. In the end, Electrolux Wok-a-holic became an advocacy to empower and challenge Filipinos to further their culinary ambition.

In its third year, Daryl introduced several innovations to make the Wok-a-holic concept stay fresh and exciting such as the Culinary Boot Camp, aggressive tri-media support, digital promotions, PR engagement activities, and account-specific brand activations like mall tours, a mobile kitchen, and cook-offs.

By the end of 2012, the cooking category achieved +51% growth while strengthening its distribution by +34% versus last year with the help of Wok-a-holic. Daryl has been recognized by his team for exemplifying the Electrolux core values of Passion for Innovation and Drive for Results.