Ignatius Muthien

Posted on 28. May, 2010 by admin in Personality Profiles

Ignatius Muthien  – Head of Marketing: Hino SA

Ignatius Muthien’s entire career has been steeped in the business of transport. Sitting tall and in control in the driver’s seat, he has worked in a hands-on capacity within every aspect of this challenging sector. He was a road transport all rounder , before specializing in passenger transport for the last decade. He was involved in various capacities, from operations to stakeholder management, scheduling, safety, compliance, training and marketing. This career passion culminated in the publication of his book this month that is based on his MBA dissertation. As Senior Manager: Hino Marketing of Toyota SA’ s – Hino Division. his considerable knowledge and hard won expertise made him the ideal person to spearhead the task of carving a new brand identity and marketing strategy for the Toyota Trucks Division now called Hino SA.

What’s a typical workday for you?

Hectic! It depends on what I’m busy with, sometimes its meeting intensive and other times I have to travel a lot.  I’m responsible for the marketing strategies of 54 Hino dealers in Southern Africa as well as Hino SA’ s corporate marketing strategies.  You constantly have to consult and advise the bigger Hino dealer groups, which have their own marketing divisions, to the little independent dealers, which need mentoring with respect to the Hino Corporate Image. In addition, I have to manage relationships with our advertising agency, and ensure execution of our communications and brand building strategies. We have the longest client/agency relationship in the motor industry, that I know of.

What do you enjoy most about your portfolio?

Constantly meeting new people, the fact that the older generation in the industry has adopted me,  being part of the broader motor industry family.

How do you handle work stresses?

I tease a lot and laugh a lot; it helps me cope with the stress.

What has been your biggest professional challenge?

I was asked by my mentor to come to the City of Gold and migrate the then Toyota Trucks brand to Hino SA. I set myself a target of 5 years to achieve this mammoth task, and completed it in less than 4 years.

I recently completed my book, “The economic development impact of passenger transport in the Klipfontein Corridor”. This was my dissertation topic when I completed my MBA in 2005.  VDM publishing approached me to publish my book, which is available online at www.amazon.com. So now I’m looking for the next biggest professional challenge to come my way.

What is your No 1 industry peeve?

People sending me “Please call me” sms’s.  Maybe I’m a little jealous because I still don’t know how to send a “please call me”.

What are the favorite brands that you cannot live without?

Johnson’s & Johnson’s, Nokia and Jack Daniels.

How do you relax?

I usually braai with the family, listen to jazz, or go for a round of golf with friends or family.

What’s your chosen way to communicate with family and friends, (mobile, social networking pages like Facebook, Skype, emails, fixed lined telephone)?

I use all of the above. I have a big family, who spans a couple of generations. Some are BC (before computers), and others more technologically savvy.

What’s a favorite local holiday destination?

Cape Town and Port Elizabeth. The Cape Town International Jazz Festival is a must.

What’s your idea of a relaxing Sunday morning?

We start our day with the early service at our church, then head over to the local joint for a buffet breakfast, then back home, where I sit and read the newspaper or work on my laptop.

Do you have a favorite online site?

www.linkedin.com,

What’s your best dining out venue?

It depends on the day, for rugby fixtures if my team is playing away, we usually head to the local Dros to watch the match.  My teenage boys love Spur burgers and milkshakes; I personally prefer  something with a little kick, like Nando’s. I have to commend them, they have some amazing advertisements