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! […]
Search Results for: Market Research
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: Congratulations on being the 2014 President of the Philippine Marketing Association. How is marketing an association different (or similar) from marketing a product or a service?
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 […]
“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.; […]
Gary de Ocampo currently represents Brand Finance, the world’s leading independent brand valuation consultancy, in the Philippines. He retired in April 2023 after serving as the President of Kantar Philippines and the Managing Director of its Insights Division for 15 years. In September 2024, he will begin his new role as President of Centre Medicale Internationale, the premier outpatient clinic […]
IBS Electronics Group is a global distributor founded in 1980 in Southern California, USA. They support the electronics manufacturing and industrial industries by providing a wide range of services, including inventory management, vendor consolidation, engineering services, prototyping, and custom design support integrated into the cost of the distributed components and products globally. Beth Dureza spearheaded the establishment of IBS Electronics’ […]
Edward Lee is the Founder and Chairman of COL Financial, the pioneering force behind online stock trading in the Philippines. With an unparalleled presence, COL Financial commands the industry with an impressive clientele exceeding half a million and net investments surpassing P100 billion. A master innovator recipient of the 3rd Mansmith Innovation Awards, he graciously imparts his profound insights on […]