Manila Bulletin

P&G puts PH on top pri­or­ity for ex­pan­sion

- By BERNIE CAHILES-MAGKILAT Business · Finance · Investing · Procter & Gamble · Philippines · Iceland · Asia · Austria · Laguna province · ASEAN · Belgium · United States of America · Singapore · Cabuyao, Laguna

Proc­ter & Gam­ble (P&G), world's lead­ing con­sumer prod­ucts man­u­fac­turer whose mar­ket in the coun­try is its third big­gest in Asia Pa­cific, has placed the Philip­pines as its top pri­or­ity in the re­gion for ex­pan­sion op­por­tu­ni­ties be­cause of the coun­try's strong eco­nomic growth.

Vis­it­ing P&G Pres­i­dent for Asia Pa­cific Selling & Mar­ket Oper­a­tions Hat­sunori Kiriyama cited the Philip­pines for hav­ing the fastest eco­nomic growth in the re­gion.

"Def­i­nitely, we will in­vest, we can ex­pand some more of our prod­uct port­fo­lio. We will put the Philip­pines our top pri­or­ity," he said.

He said that as the Philip­pine econ­omy con­tin­ues to grow, so does the growth of its busi­ness thus fa­cil­i­tat­ing ad­di­tional prod­uct port­fo­lio and in­vest­ments. "So I am very op­ti­mistic about the Philip­pines from the busi­ness and coun­try points of view. It is one of the hot coun­tries in south­east Asia," he said.

Some P&G prod­ucts are be­ing pro­duced at its plant in Cabuyao, La­guna while some are im­ported from its pro­duc­tion hubs in the re­gion. Some of these are also ex­ported to ASEAN, in­clud­ing its best-selling dish­wash­ing liq­uid soap Joy.

P&G is present in four prod­uct cat­e­gories such as fab­ric de­ter­gents and con­di­tion­ers; baby and fem­i­nine care; beauty (skin and hair prod­ucts); and health.

Kiriyama said that some of its prod­ucts hold lead­ing mar­ket po­si­tions in the coun­try. But they will have to re­view which of the 75 to 80 brands have no pres­ence here yet or not pro­duced here but have the po­ten­tial to be launched or pro­duced here.

At least 80 per­cent of prod­ucts pro­duced here are sold in the lo­cal mar­ket and 20 per­cent are geared for the do­mes­tic mar­ket.

He added that what is unique in the Philip­pines is that be­ing its sec­ond old­est sub­sidiary af­ter the US, it has a well-es­tab­lished man­u­fac­tur­ing oper­a­tions.

Aside from ex­pan­sion of its prod­uct port­fo­lio, Kiriyama noted that P&G is strong on peo­ple de­vel­op­ment with the Philip­pines be­ing one of its tal­ent re­source pool.

He said that Filipinos are now tak­ing lead­er­ship po­si­tions not just in the Philip­pines but in var­i­ous P&G oper­a­tions abroad. P&G has pres­ence in 180 coun­tries em­ploy­ing 170,000 peo­ple.

In fact, P&G vice pres­i­dent for Global Fem­i­nine Care Fama Fran­cisco, who is now based in the US, is a Filip­ina who once served in P& G Philip­pines.

Aside from grow­ing its com­pany or­gan­i­cally in the coun­try, P&G has been try­ing to de­velop lead­ers among its cus­tomers in the coun­try or the small and medium en­ter­prises.

The Philip­pines is the sec­ond coun­try af­ter Sin­ga­pore where P&G has in­tro­duced its "Lead­er­ship Col­lege" pro­gram, which aims to de­velop lead­ers among the SMEs so they can grow their busi­ness.

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