Q1. Your company is owned and managed by a group comprising of five friends (including a brother). How has this worked out for all of you — in terms of business relationships and in terms of personal bond. Have you worked together in a previous organization or association before incorporating? Jimmy Thai: Johnny and I informally worked together in a family business, […]
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Q1: You became the first Asian President of the World Marketing Association a few years ago and you have made Asia proud. How has the role of marketing in the Asian region then and now evolved at an international level? In the last decade, we can see that the role of marketing is evolving so rapidly in the Asia. In […]
“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: Not many people know your history, but you actually took over FERN Inc. as a turnaround operation. Please tell us about your early days. We Bring Prosperity to Every Home by Tapping the Entrepreneur in Every Filipino. This is the vision, which the pioneers of FERN Inc. had when they first started in 2003. We envisioned uplifting the lives […]
Q1: Wrangler is among the top 3 to 5 brands in a crowded marketplace of over 20 brands in every department store. What did you have to do to earn that? Magnificent Jeans, Inc. took over the helm of Wrangler in the Philippines in May 2009. The takeover was abrupt and we did not have the benefit of having a […]