Asia’s foremost governing body of marketing associations has named Philippine food manufacturing giant Universal Robina Corporation (URC) as Marketing Company of the Year.
URC, founded by industrialist John Gokongwei, came out on top among 41 companies in the region nominated for the award.
The award was given by the Asia Marketing Federation (AMF), an eminent group of marketing associations in 11 countries in Asia and in the Chinese territories of Hong Kong and Taiwan.
URC was recognized for showcasing outstanding and innovative efforts, tactics, and values that resulted in significant sales growth, market share growth, and net income growth in the past three years.
“This award represents the culmination of years of hard work and sacrifice that are setting URC on a path to becoming a regional juggernaut,” URC vice president and group head for marketing Edwin Totanes said at the recent AMF awarding ceremony in Jakarta.
URC – the company behind market leading brands Jack ‘n Jill, Great Taste, and C2 – is building on robust growth in sales in key markets to be a leading player in Asia.
Combined sales of its branded products in the Philippines and abroad grew 78 percent from P44.3 billion to P77.2 billion from 2010 to 2014.
International sales have been growing at 13 percent, at pace with domestic growth of 17 percent.
Sales grew 22 percent in China and Hong Kong, 19 percent in Vietnam, 10 percent in Indonesia, and 7 percent in Thailand, Malaysia and Singapore.
URC currently has 22 per cent of the biscuit and 25 percent of the wafers markets in Thailand, making it that nation’s top producer of these products.
In Vietnam, it leads in the ready-to-drink tea segment with a 35 percent market share.
URC currently has manufacturing facilities in Myanmar, Thailand, Malaysia, China, Vietnam, Indonesia and New Zealand, and sales offices in Hong Kong and Singapore.
The company recently acquired New Zealand's leading snacks food manufacturer, Griffin Foods, for about NZ$700 million (P28 billon).
It also has a 50-50 partnership with Japanese snack maker Calbee and France’s Danone, a leading bottled water firm.
URC also has joint venture with Nissin Foods Holdings of Japan to solidify its lead in the cup noodles business.