This is continuation of our interview with Universal Robina Corporation’s Vice President-Marketing Edwin Totanes on Launching and Defending New Products. In this second part, Mr. Totanes generously shares about lessons he learned from failures. For Part 1 of his interview, click here Q7: One of your early marketing assignments was as brand manager of Procter and Gamble for Crest. While […]
Q1: I have known you since 1982, and you have always been entrepreneurial, please update us about your other entrepreneurial ventures outside of RFM (Joey’s Pepperoni, etc.) On my popcorn and cotton candy business, it is a business I started with my wife Marissa, when we were still single, over 30 years ago. It used to be called Joey’s popcorn […]
“Research results should be “used directionally” and not necessarily to be “followed directly” Edwin Totanes Q1: Congratulations on your winning the prestigious Agora Awards for marketing management from the Philippine Marketing Association last 2013. What do you consider are your biggest marketing achievements so far and why? I have selected 3 examples from my previous employment at a) Kraft Foods, Inc.; […]
Q1: You have founded many successful companies like Abenson, Walter Mart, Electroworld and many distribution companies. Where and how do you get ideas for your businesses? Through the years, I have realized that the market evolves relentlessly. With the technological advancements, consumers are now better informed and more connected. The key to success is the ability to continuously identify and […]
Q1: Toby’s is the leader in sports retailing. What makes Toby’s successful all throughout these years? We see to it that we are always ahead of our time, looking for new ideas, retail concepts, and new application technologies that would make us more efficient and productive. We also do our research by seeking out the best sports brands and products […]
Q1: What made you decide to enter the competitive retail market for petroleum? The deregulation of the oil industry along with the Asian Financial crisis in 1997, was the catalyst in our decision to enter the competitive retail market for petroleum. Q2: What advantages are you banking on that will make consumers switch to SEAOIL when competition is nearby? Oil […]
Q1: What were the more successful tools or techniques you employed that drove customers to Marie France? Advertising is our mainstay and is a major driver for new trials. We closely monitor the statistics of responses versus the type of ads, here and internationally, and adjust to local trends, and often try to develop a trend. A successful ad slogan […]
Q1: You have many followers and are branded as Manila’s top fashion blogger. What inspired you to start blogging while you were still a student? Blogging came to me early on. In high school, I created a private blog that was only viewable by my closest friends so I could practice my love for graphic design and computers by creating […]
Q1: Fast food companies are already selling French fries bundled with their value meals. What made you decide that there is an opportunity to sell fries separately in kiosks? I think the idea or opportunity we saw was that there was a business selling snacks to people who are mobile and who need a companion food. That is why we, […]
Q1: What tools do you use as a guide to help spot opportunities and formulate the right business and marketing strategies? For Product Planning: Industry Scanning/Emerging Trends for new product development BCG Matrix (Revenue/Value/ Volume), Gross Margin, Market Share to assess performance of existing products For Marketing Plans Industry Analysis (Key Success Factors, Competitive Landscape, Emerging Trends) Brand DNA SWOT […]