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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.; […]

Q1: What tools do you use as a guide to help spot opportunities and formulate the right business and marketing strategies? For Product Planning: Industry Scanning/Emerging Trends for new product development BCG Matrix (Revenue/Value/ Volume), Gross Margin, Market Share to assess performance of existing products For Marketing Plans Industry Analysis (Key Success Factors, Competitive Landscape, Emerging Trends) Brand DNA SWOT […]

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: 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 […]

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: 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 […]

Author / co-author of 16 bestselling marketing books Contemporary Marketing Strategy in the Philippine Setting (1992) Marketing Mix Strategy in the Philippine Setting (1993) The Marketing Mentors (1993) Marketing 101:  An A to Z Guide (1994) Marketing Plan:  Building The Profitable Preferred Brand (1997 & 2012 2nd edition) Marketing Excellence in Good Times and Bad (1998, co-edited with Dr. Ned […]

National President of the Philippine Marketing Association (1991, then 28 years old) Chairman of the Direct Selling Association of the Philippines (2002) National President of the Association of Marketing Educators (2004-2005)

Josiah Go features the movers and shakers of the business world and writes about marketing, strategy, innovation, execution and entrepreneurship

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