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Documente Cultură
1966 saw the establishment of URC, which pioneered the salty snacks industry through Chiz
Curls, Chippy, and Potato Chips, under the Jack n Jill brand. Other snack products would
follow over the years, as the company successfully introduced market leaders like Pretzels,
Piattos, and Maxx.
The coming decades saw more acquisitions and expansion. While the business portfolio became
more diversified, the business units were slowly integrated in order to streamline and minimize
costs. In 2005, the present structure of the group was completed. All the different units are now
organized under the URC umbrella, divided into 3 focused groups:
the Branded Consumer Foods Group (BCFG), bannered by the Jack n Jill mega brand
the Agro-Industrial Group, comprised of UCP, Robina Farms (RF), and Robichem
Laboratories (Robichem)
and the Commodities Group, with the URC Sugar and Flour Divisions
Company Vision
URC strives to be the best Philippine food and beverage conglomerate with a powerful presence
throughout the ASEAN region and China, carrying a wide portfolio of strong brands, equipped
with efficient systems and high-quality people.
Company Values
Passion to Win Build organizational capability by being entrepreneurial and proactive, driven
by a sense of urgency and purpose. Continuously take the challenge to deliver world-class brands
and consistently strive for excellence.
Dynamism Cultivate a culture of innovation and productive working relationships.
Continuously find ways to improve organizational and people capabilities to meet constantly
changing consumer needs.
Integrity Guided by transparency, ethics and fairness, build the business with honor and
committment to good governance by having processes and products that meet the highest
standards, and credibility in dealings with both internal and external stakeholders.
Courage Seize opportunities in building long-term, sustainable businesses. Make tough people
and business decisions to ensure competitive advantage.
The Branded Consumer Foods Group
One of the leading branded convenience food and beverage company in the Philippines, URC
Branded Consumer Foods Group (URC-BCFG) is known for manufacturing and distributing
high-performing products such as Chippy, Nova and other snack foods under the Jack n Jill
mega brand, Nissin and Payless noodles, as well as Hunts tomato-based products.
URC-BCFG is either a market leader or strong challenger in these categories. The company is a
trendsetter in the beverage industry with its coffee and ready-to-drink products. It blazed new
trails in the local market with the successful launch and continuing promotions of C2 Cool &
Clean Green Tea. Optimizing the emerging global trend of health and wellness, C2 spearheaded
the expansion of a relatively new and potentially high-growth segment in the Philippine beverage
industry: the green tea segment.
To date, URC-BCFG has 15 manufacturing facilities and 14 distribution centers nationwide.
Brand
C2
Envidia
Tealicious
Nature's Harvest
FAB
Big Sip
Juicy Jelly
Refresh
Hidden Spring
Nestle Pure Life
Rush
Vitalife
Swiss Miss
Milkshake
Great Taste RTD
Tea
Juices
Water
Functional
Dairy
Moreover, sales contribution of each product category from 2005 to 2008 is shown in the
succeeding table.
Beverage 2
Tea
Functional
Juice
Energy Drink
Water
2008
2,824,272
3,488,017
3,513,098
35,172
30,164
29,076
237,742
288,429
187,320
389
276
102,732
99,345
416
142,723
PRICE - The prices of URCs products vary according to the brand and the size. The prices of
the main products are shown in the table below.
Size
1L
500mL
355mL
Retail
Price
38
24
20
Nature's Harvest
FAB
500mL
500mL
Nestle Pure Life
330mL
Rush
500mL
Envidia
355mL
Refresh
200mL
24
20
13
24
25
7
Brand
C2
URC beverages are sold in retail stores, convenient stores, supermarkets, gas stations etc. The
pricing methods/strategies are set by those the Division sells to. Gas stations and convenient
stores usually sell the beverages at a higher price than the suggested retail price. Retail outlets
also use their own pricing methods and strategies when selling the products. In general, however,
the Division employs the following pricing strategies in coming up with the SRPs.
Competition-based pricing: The beverages are usually priced below, above or equal to its
competitors' prices.
Discount price: The beverages are often marked down during sale periods and special
occasions. This generates more sales and increases profits.
Personal selling: Every year, URC has a highly trained sales team, which acts as a
representative of the company to the retailers. This strategy helps to maintain service and
product loyalty. It has been demonstrated by the business to be highly effective.
PLACEMENT Beverage Division sells its products to distributors, wholesalers and some
retailers.
Indirect distribution: The Division uses intermediaries in its distribution and also sells the
products directly to its consumers.
Intensive distribution: The Division uses the intensive distribution strategy. The
business's products are sold in almost every outlet including, but not limited to:
o Retail outlets
o Small shops
o Mom & pop stores
o Restaurants
o Gas stations
o Canteens & Carinderias
o Schools
o Sports houses
o Entertainment venues
It is packaged in a blue PET bottle with a finely striped, dominantly blue label that reads:
RUSH Fitness Water Grapefruit Blitz Ion Supply Drink
Rush to Ultimate Refreshment
This is not your ordinary drink. RUSH FITNESS WATER contains essential electrolytes that are
quickly absorbed by the body helping you keep the endurance as you get delightfully refreshed.
RUSH FITNESS WATER allows you to go the extra mile
beat the extra minute recharge yourself for the day.
Reward yourself with lightly flavored and non-carbonated RUSH FITNESS WATER.
Its the healthy way to revitalize and refresh yourself.
BEST SERVED CHILLED. SHAKE WELL BEFORE DRINKING. REFRIGERATE AFTER
OPENING.
Shortly after its launching, Rush showed promise as sales consistently increased. But less than 2
years after its market debut, monthly off-take showed accelerated decline. To salvage the
downhill trend, URC launched the Active Achiever campaign in summer of 2008 designed to
distinguish the brand as the beverage partner of the weekend warriors. These are professionals
who work out both brain and brawn while in their sports gears on weekends. They live out their
active lifestyle by fulfilling their athletic aspirations.
Rush Brand Marketing Manager Blake Silva focuses in making sure marketing support for the
campaign is maintained. He ensures continuous production of below-the-line activities and
coordinates with other support groups of URC to implement special events, sponsorships and
promotional activities. He also facilitates the development and production of merchandising
materials geared towards ensuring maximum visibility or exposure in central areas and major
events. Examples of promotional events they have in the pipeline are office invasions, run
clinics and sponsorship of sports events like running, cycling, dragon-boat rowing & Frisbee.
Merchandising materials lined up include posters, streamers, price strips and bottle talkers
among many.
Blake, however, admits that the marketing campaign they came up with in the past really fell
short in establishing Rush as a major/legitimate brand in the functional drinks market segment.
Thus, in what could possibly be the last effort to revive the brand, the company has decided to
re-launch the product and pair it with a new product offering.
Rushs predecessor, Bull Fighter, then banked on added functionality and low price, when it was
pitted against energy drink giants Red Bull and Lipovitan, but also failed to gain foothold in the
energy drinks market segment.
This left the company to focus its remaining resources in ensuring Rushs success. Coinciding
with its re-launch was new brand Vitalifes launching. This drink is a light-flavored vitaminenhanced drink that contains different combinations of nutrients to help mental and bodily
functions. It was initially placed under the stewardship of the Water Marketing Group, before
being transferred to the Functional Drinks Marketing Group.