Q1: I have known you since the mid 1990’s, when you were a young partner of a struggling start-up. Although it became successful, the map business was eventually dissolved after 5 years, what lessons did you learn from that early entrepreneurial experience? It’s been exactly 20 years since I met you, Josiah, when you mentored me and my friends on […]
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Early this month, while vacationing in the US, my family and I watched Absinthe at Caesars Palace Hotel and O at the Bellagio Hotel in Las Vegas. It does seem like an odd choice of combination of shows but it was interesting for the comparisons and contrast of themes we experienced. We watched Absinthe because it was recommended by people […]
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: 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: Congratulations! You are one of the few Filipinos who have reached a regional president position in a major multinational company. Can you share with us the strengths of Filipinos as marketers? Creativity and the willingness to depart from the conventional way of doing things. I think this comes from a wellspring of making do with what is available. I […]
Q1: You have expanded from a shirt brand to a tourism brand. Please tell us what was the insight that led to this transformation? I first got the idea to go into the business of selling souvenir shirts from my travels – shirts were and continue to be the preferred souvenir as they’re light and practical. But many of the […]
Q1: What made you decide to open a wholesale operation in Zamboanga? We felt there was an untapped potential and there was a big opportunity for the BIG BOX model in Zamboanga. Our primary target market were the sari-sari store owners wherein we feel they can be better served than simply offering them credit terms and low prices. We moved […]