Q1. In your marketing career, what are your top 3 most memorable marketing campaigns which you have initiated? Can you elaborate? A) The Alaska Value Line – During the series of price increases in the mid-2000, our Alaska Evap/SCM line was under siege. It was losing market shares, declining in volume offtake and household penetration. This was our heritage brand! […]
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Q1: Hyundai Philippines is a latecomer in the Philippine automotive industry and is now in the top three, this in spite of some out of stocks situations. Please share what were the strategies you successfully adopted to attain accelerated growth? First, we prepared by understanding the market. And I do not mean churning out very complicated insights about the market, […]
Q1: What are some of the most often made mistakes companies do in social media marketing? For me, the biggest mistake is mismanagement of expectations. In my experience, most brands use social media to collect fans, and use the number of likes or followers as the metric of success. Then, they evaluate ROI of social media through sales, which in […]
Q1: In the diaper business, you have overtaken P&G in terms of market share nationwide since 2012, how long did it take you to take the lead and what was the tipping point? Can you share the strategy (and phases if any) behind EQ? ECG: It was a long process of adjusting to the needs of the market and to […]
Q1: Bayad Center, as a bill payment center, was set up because you had to address unremitted collections and increasing cost of collection (hold ups of Meralco electric bill collectors, delayed remittance, etc). How serious was this situation then or what was the tipping point that caused the creation of the Bayad centers? Have you attained your goals why Bayad […]
Q1: You put up the first hypermarket in the Philippines, Shopwise, and while most supermarkets just provided express lanes for those buying a few pieces, Shopwise created the exclusive Elite lane designed to save time as well as reward volume buyers with free snacks. You also have price checkers in skateboard. I really like these ideas, can you share with […]
“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 been with Gardenia since its launch. What was your launch strategy and if you were to change something in the launch, what would that be and why? When Gardenia started in the Philippines in 1998, it marketed Cowhead milk and Gardenia loaves with its sales force selling more milk than bread. The company refocused its strategy in […]
Q1: CDO has become an aggressive force in the food industry. You have, in fact, launched the first canned corned tuna in the industry. What was the idea behind the product? The idea came about by thinking of the personal thing disliked most about the main competitor’s flakes in oil product, which is “in oil”. Canned products should be filled […]
Q1: How does the Filipino perceive the role of insurance in their lives? How does Malayan deal with these perceptions? Majority of Filipinos are unaware of insurance, and those who are aware might know only about life insurance. It is only after disasters such as Ondoy (and other calamities) that many people began to realize that there are other forms […]