Transcript The best Philippine franchises in terms of gross revenues

Bing Sibal-Limjoco, CFE
Director for Membership, Philippine Chamber of Commerce and Industry
Vice Chairman, Philippine Retailers Association
• Of the top 100, only 2 come from
Asia
• The 2 from Asia are Kumon and
Eye Level
• The rest are US franchises
• This list is more inclusive
• List includes European franchises
• DIA, a Spanish grocery retailer
franchise, is in the top 10
• This list has only 1 Asian franchise
– Kumon
The best Philippine franchises in terms of gross revenues
(1) USD 784m
(2) USD 309m
(4) USD 267m
(3) USD 296m
(5) USD 113m
Source: Top 1000 Corporations in
the Philippines
“If we want to compete (with McDonald’s) we have to make sure we at least
equal them in all the other attributes. It was a challenge because in
advertising, promotion, store look, size, playgrounds, service speed, we ranked
lower. We focused on the other attributes one by one.
“We did a survey and, aside from taste of food, we were ranked higher by
customers in courtesy and service style. Maybe they felt we were warmer…”
-
Tony Tancaktiong,
in an interview with Forbes Asia
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Customer focus
Vision
Spirit of family and fun
Good quality
Location
Good partners
Culture
Marketing
Source: Interview with Mr. Ernesto Tanmantiong,
Jollibee Foods Corp. President in the Philippine Star
A Philippine franchise selling flavored French fries
With overseas outlets in Indonesia, Malaysia,
Panama, the Middle East, North Africa and the
United States
 Countries with the highest number of outlets
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 Philippines – 350+
 Indonesia – 45
 USA – 30
The most important ingredient is sensitivity
to the needs of the consumers.
Subway is the number one restaurant franchise because it recognizes that
serving healthy meals is a growing need of today’s consumers.
7-Eleven is the top franchise in terms of number of outlets because it
offers convenience, which is a real need in today’s fast-paced society.
McDonald’s is a global icon because it has recognized that today’s
consumers want to be pampered no matter what socio-economic class it
belongs to and so it upgraded the design of its stores to make its
customers feel important.
If ASEAN brands want to succeed in the
global arena we have to design
products and services that the global
consumers want and need.
I am unique.
I want it now.
I am one with the
world.
CUSTOMIZED CONVENIENT CONCERNED
Source: Francorp Philippines
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Overseas workers remittance
Expanding middle class
Diversity of consumer tastes and lifestyles
“Mallification” of Asian cities
Bulging youth population in South and
Southeast Asia
Rapid aging population in Northeast Asia and
Singapore
Widespread use of English
The telecom revolution
Spread of university education
The ASEAN Economic Community is an excellent
opportunity for us to learn how to become more
global in our marketing plans and product
development.
We have to work together to realize the collective goals
of the AEC:
• To make ASEAN a single market and production base
• To make ASEAN a highly competitive economic region
• To make ASEAN a region of equitable economic
development
• And to make the region fully integrated into the global
economy
Cambodia, Laos, Myanmar and Vietnam
(CLMV):
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The emerging economies of ASEAN
Thailand:
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Geographical center of
ASEAN
Gateway to CLMV
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Philippines:
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Malaysia:
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Generous government
support to the franchise
sector
100 million population
English-speaking and
service-oriented labor
force
Training hub
Indonesia:
Singapore:
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Financing hub
High GDP per capita (USD 55,000)
Brunei:
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Substantial foreign reserves
Largest market in ASEAN
(250 million)
Positive consumer
outlook
Let us work together to make ASEAN
a home to global franchise brands.
Terimah kasi!