UNIVERSAL ROBINA CORP IN

HOT DRINKS (PHILIPPINES)

Euromonitor International
May 2014

UNIVERSAL ROBINA CORP IN HOT DRINKS (PHI LIPPINES)

LIST OF CONTENTS AND TABLES

Strategic Direction ........................................................................................................................ 1
Key Facts ..................................................................................................................................... 1
Summary 1
Summary 2

Universal Robina Corp: Key Facts ............................................................... 1

Universal Robina Corp: Operational Indicators ............................................ 1

Company Background .................................................................................................................. 1

Production .................................................................................................................................... 2
Competitive Positioning ................................................................................................................ 2
Summary 3

Universal Robina Corp: Competitive Position 2013 ...................................... 2

Euromonitor International

Passport

UNIVERSAL ROBINA CORP IN HOT DRINKS (PHI LIPPINES)

Passport

UNIVERSAL ROBINA CORP

STRATEGIC DIRECTION
Universal Robinas performance in hot drinks will continue to be driven by its brand Great
Taste White coffee variant. It is expected that the company will continue to sustain the
popularity of the brand through the support of advertising. However, the companys success is
dependent on this one brand, the company is therefore threatened by new launches from
Nescaf and Kopiko over the forecast period. Great Taste White will continue to bank on its
unique creamy and sweet flavour profile and competitive pricing scheme in order to retain its
position in instant regular coffee. The launch of a sugar free variant could also expand its
market to cater to diabetic consumers. Furthermore, it will also push its Blend 45 coffee brand
and Big Save Packs in order to boost sales and diversify its product portfolio.

KEY FACTS
Summary 1
Universal Robina Corp: Key Facts
Full name of company:
Universal Robina Corp
Address:

110 E Rodriguez Ave, Bagumbayan, Quezon

City

Tel:

+63 2 671 2935

Fax:

+63 2 671 2935

www:

www.universalrobina.com

Activities:

Manufacturer of packaged food, non-alcoholic

drinks, flour, sugar and animal feeds

Source:

Euromonitor International from company reports, company research, trade press, trade sources

Summary 2

Universal Robina Corp: Operational Indicators

2011
2012

Net sales
Source:
Notes:

Ps 67,168 million

Ps 71,202 million

Euromonitor International from company reports, company research, trade press, trade sources
For years ended 30 September

COMPANY BACKGROUND
Universal Robina is part of the largest business organisations in the Philippines. A subsidiary
of the conglomerate JG Summit, the company is publicly owned and its stocks are traded in
the Philippine Stock Exchange.
The companys businesses are divided into four major categories, branded consumer foods
group, agro-industrial, commodity foods group and packaging. Branded consumer food group
is comprised of the food and beverage manufacturing operations of Universal Robina.
The branded consumer food portfolio of the business organisation includes RTD tea, instant
coffee and coffee mixes, confectionery, instant noodles, sweet and savoury snacks and
biscuits. Universal Robina continues to launch new variants and products in order to remain

Euromonitor International

UNIVERSAL ROBINA CORP IN HOT DRINKS (PHI LIPPINES)

Passport

competitive. Aside from new product developments, the company is also keen to launch
smaller unit sizes in order to make its brands more affordable.
In hot drinks, the companys brands include Great Taste and Blend 45. Great Taste is part of
instant coffee and 3-in-1s variants. During 2010, the company launched Great Taste White,
which saw considerable growth in the local market. Blend 45, on the other hand, is marketed
as Kapeng Pinoy Filipino Coffee and is also available in instant coffee and 3-in-1 variants.
The size of the company has enabled it to create a wide network of distributors that includes
both modern and traditional grocery channels. The companys products have a nationwide
reach and are available in supermarkets, hypermarkets, convenience stores, drugstores, sarisari stores and independent small grocers.

PRODUCTION
Universal Robinas brands, which are sold in the Philippine market are manufactured in its
local production plants. The company has manufacturing facilities located all over the
Philippines, in order to support its nationwide coverage.
The business organisation has been aggressive in making itself a global operator. In order to
manufacture products for its markets, the business organisation also established
manufacturing plants in neighbouring Asian countries, including Vietnam, Thailand, Indonesia,
Malaysia and China. Aside from these, Universal Robina also has sales offices in Hong Kong
and Singapore.

COMPETITIVE POSITIONING
Universal Robinas ascent in hot drinks has been facilitated by the introduction of Great Taste
White in 2010, which experienced considerable growth in 2011 and 2012. Universal Robinas
value share in instant coffee reached 16% in 2013, jumping from 11% in 2012. The company
is now recognized as the third largest player in hot drinks, behind Nestl and Mayora Indah.
Universal Robina is the only local player which saw double-digit sales growth in 2013.
The sales of Universal Robina in hot drinks surged by 29% in 2013. This was driven by the
ever-increasing market base of Great Taste White. Capturing the unique taste profile of
Filipinos, Great Taste White has won the loyalty of local buyers.
In order to push its brands in the market, Universal Robina continues to invest aggressively in
advertising. The company launched its Gising Pinoy adverts for Blend 45, which features the
unique Filipino values like matulungin (helpful), maalalahanin (thoughtful), and malambing
(sweet). This is consistent with the brands image of being a truly Filipino brand.
The company has also introduced new packaging to boost its market share; its new resealable packs for Blend 45 and Great Taste both for regular coffee and 3-in-1s provides
larger packages, to reduce the cost of each cup of coffee. If successful, these efforts will
transform the local instant coffee landscape which is dominated by smaller and more
affordable sachet packaging.
Compared to other brands in the market, Blend 45 and Great Taste are priced lower in order
to appeal to lower and middle income consumers. Universal Robina is interested in market
leadership and is very aggressive in product innovation.
Summary 3
Product type

Universal Robina Corp: Competitive Position 2013

Value share
Rank

Hot drinks

Euromonitor International

12.0%

UNIVERSAL ROBINA CORP IN HOT DRINKS (PHI LIPPINES)

Coffee
Source:

16.3%

Passport

Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

Euromonitor International