The document provides an overview of Universal Robina Corporation (URC), a large food manufacturing company based in the Philippines. It discusses URC's history dating back to 1954, outlines its various business divisions, and analyzes its target markets, products, marketing goals, competitive strengths/weaknesses, and key competitors. URC is a leader in branded snack foods in the Philippines and several Southeast Asian countries.
1. I. Company Profile
Universal Robina Corporation (URC) traces its beginnings all the way back
to 1954. John Gokongwei was doing very well then as a trader/importer. He
had learned the trade when his father died before the war, and had worked
hard through the war and post war years to prosper. However, while he
thrived, he took a long hard look at his company, and correctly predicted
that trading would remain a low-margin business.
While the businesses became more diversified, the companies were slowly
integrated in order to streamline and minimize costs. In 2005, the present
structure of the group was completed. All the different companies are now
organized under the Universal Robina Corporation umbrella, divided into 3
focused groups:
- The Branded Consumer Food Group, comprised of BCFG Domestic (including
packaging) and International
- The Agro-Industrial group, comprised of Universal Corn Products,
RobinaFarms, and Robichem
- And the Commodities group, with the Sugar and Flour divisions
2. URC Mission / Vision Statement
*Mission*
URC is the customers’ first choice in fun snacks.
We are the dominant market leader in the Philippine snack foods industry.
Our leading brands offer consumers the best in enjoyment, quality, and value
And convenience.
*Vision*
Delighting the consumers with trusted brands of exceptional quality and
Value making lives a truly fun experience.
I. Company Snapshots
UNIVERSAL ROBINA CORPORATION (URC) is among the Philippines pioneers in
the food manufacturing business having been operating in the country for over 40 years. URC is
engaged in manufacturing, marketing and distribution of a wide range of consumer food products
such as snacks, confectionery, biscuits and crackers, instant coffee, instant noodles, tomato
sauces, and pasta among others. For over 40 years now, URC has consistently ranked among the
TOP 50 in the countrys TOP 1000 corporations. Our known brands such as JACK n JILL
3. (Chippy, Chiz Curls, Piattos, Nova), PAYLESS, NISSINS, CLOUD NINE, MAXX, GREAT
TASTE, NIPS, MAGIC FLAKES, and HUNTS continuously dominate the market.
AWARDS
IABC cites URC Exec in CEO Excel Award 2005
Payless Instant Noodles Receives Best Family Instant Noodles Award
Photo shows 3rd District Representative Mathias Defensor, Councilor Dante de Guzman,
Huwarang Ina
Arnold Clavio is the new “kabalikat” of farmers in new Uno Feeds commercial
II. Marketing Goals
Blend 45 celebrates 45 years of pioneering innovations-When it comes to coffee, no other
brand has been able to successfully entice and excite the Pinoy palate than Universal Robina
Corporation’s (URC) Blend 45. Built on a heritage of innovation, quality, affordability, and
taste over 45 years, Blend 45 has a long and fruitful story to tell. In fact, Blend 45’s success story
starts with John Gokongwei, Jr. himself, the founder and Chairman Emeritus of URC, and the
very first brand manager of Blend 45. The first locally manufactured coffee in the country, Blend
45 has since captured the hearts and tastes of Pinoys who fell in love with this trailblazing
product that has gone on to become a well-loved favorite.
III. INTERNAL SITUATION ANALYSIS
Current Target Market
4. • “Health conscious” people.
• Demographics (10-45, M/F, social class ABCD, single/married)
• Lifestyle (people on the go and on a diet, health conscious, diabetic, athletes and etc.)
• People who leaves in an urban places.
• Generation Y who wants healthy-living needs to stay healthy in both mind and body.
Positioning
• Branded Consumer Foods Group - Domestic
o Universal Robina Corporation (URC) is the leading branded convenience food and
beverage company in the Philippines. Touted as the country’s first “Philippine multinational” as
it has the widest geographical footprint among local food manufacturers, URC has blazed the
trail for the branded foods industry.
o URC is also a trendsetter in the beverage industry with its coffee and ready-to-drink
products. It grew the local non-carbonated beverage market with the successful launch and
continuing promotion of C2 Cool & Clean Green Tea.
Branded Consumer Foods Group - International
o Looking ahead to “a world without borders,” URC has expanded steadily outside the
country. At present, URC maintains manufacturing facilities in China, Thailand, Malaysia,
Vietnam and Indonesia and has a strong foothold in the countries it presently operates in. URC
products, under the “Jack ’n Jill” megabrand, are widely available in most trade channels in
Thailand, Malaysia, Singapore, Indonesia, Vietnam, China, and Hong Kong.
5. o “ACES,” a brand bought by URC from Aces food Network Pte Ltd in 2005, continues to
be a leader in the instant cereal beverage and oatmeal markets in China. The purchase of the
brand is a strategic move for URC as it allows improved distribution in key geographic markets
and provides a strong, well-regarded brand that will be a platform for future growth in China.
Products – Promotion Program Analysis
• Music videos, commercials, and booths
SWOT Analysis
Strengths
• Broad Product Portfolio
• Market Leadership: Philippines
• Cost advantage
• Asset leverage
• Effective communication
• High R&D
• Innovation
• Online growth
Weaknesses
7. • Online
Threats
• Changing Consumer Preferences
• Stringent Governmental Regulations
• Competition
• Cheaper technology
• Economic slowdown
• External changes (government, politics, taxes, etc.)
• Exchange rate fluctuations
• Lower cost competitors or imports
Scope of the Report
- Provides all the crucial information on Universal Robina Corporation required for business
and competitor intelligence needs
- Contains a study of the major internal and external factors affecting Universal Robina
Corporation in the form of a SWOT analysis as well as a breakdown and examination of leading
product revenue streams of Universal Robina Corporation
8. -Data is supplemented with details on Universal Robina Corporation history, key executives,
business description, locations and subsidiaries as well as a list of products and services and the
latest available statement from Universal Robina Corporation
Reasons to Purchase
- Support sales activities by understanding your customers’ businesses better
- Qualify prospective partners and suppliers
- Keep fully up to date on your competitors’ business structure, strategy and prospects
- Obtain the most up to date company information available
IV. External Situation Analysis
Customer/Buyer
Universal Robina Corporation is the leading snack food supplier to supermarkets in the
Philippines. Its products can be found in virtually every household across the country. URC is
the leading branded convenience food and beverage company in the Philippines. It has a strong
foothold in the countries it presently operates in the Asean region including Thailand, Malaysia,
Indonesia, China, HongKong, Singapore and Vietnam.
Environmental Factors
An identifiable element in the physical, cultural, demographic, economic, political,
regulatory, or technological environment that affects the survival, operations, and growth of the
organization of URC. It also depends with the goods and services for different classes of people
so they have many options to choose from.Environmental factors affect sales.
9. V. Competitive Review/ Competitors
Universal Robina Corporation (URC) is a jack-of-all-foods. The Philippine company offers
bakery, beverages, biscuits, candy, chocolate, noodles, and tomato products.Advantages than
competitors: URC has wider field of food production and yet with its affordable price. They have
lots of varieties and options to choose from. They tend to be people's commonly used products
with extra points because of their great goods and services. URC is much more maka "masa" in
different economic classes.
Top Competitors for Universal Robina Corporation
Del Monte Corporation
San Miguel Corporation
Del Monte Pacific Limited
