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 […]
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“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.; […]
In business, I have always embraced a competitive spirit. I don’t just play to avoid losing; I play to win. This mindset reflects my philosophy: “Better Than Before, Better Than Others, Better Than Expected.” I first articulated this in my debut book, Contemporary Marketing Strategy in the Philippine Setting (1992). Fast forward to today, this philosophy continues to guide me, even in book launches. […]
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 […]
In one of my recent mentoring sessions hosted by the Day 8 Business Academy Foundation last September, the owner of an 11-store laundry chain faced a pricing challenge and asked for my advice. They are considered pioneers in their market and charge P145 for a load of laundry, while newer competitors nearby charge only P100-P120 per load, with prices going […]
Bea Joson is the Deodorants Lead for Southeast Asia of Unilever. She won the Mansmith Young Market Masters Awards (YMMA) in 2020. In this interview, she shares her insights and experience on how to develop, manage and grow a portfolio of brands for maximum effectiveness and efficiency. Q1: How do you ensure that each brand has a distinct target market […]
As an entrepreneur, it’s important to ask the right questions to your mentors and consultants.But what happens when you ask the wrong questions? This is the case for one entrepreneur who sought the advice of marketing mentor Josiah Go during one of his weekly one-on-onepublic service mentoring. After the entrepreneur explained her declining business situation, she asked Josiah Go with […]
Vicky Abad is the Managing Director of Ipsos. She brings with her over three decades of marketing and research experience in the arena of creating innovative products and solutions as well as helping build great brands. In this interview, she shares about the trends and trajectories for 2023 and beyond. Q1: Before we discuss trends, help us understand where we are […]