Cavite Brands



Cavite Brands
Cavite Brands
By Encarnacion Narciso-Raralio,
President and Chairperson, Imus Institute,
Imus, Cavite
APEC One Village One Brand Seminar
the Korean Intellectual Property Office
Asia-Pacific Economic Cooperation,
Seoul, Korea, 23-25 June 2010.
• Province of Cavite
• Two most promising enterprises
– Don Roberto’s mango and coffee wine
– Amadeo Coop - ground coffee blends
• National context
– wine industry
– coffee industry
• Branding strategies
– national product
– local products
• Limitations
– Effects on the enterprise
– Effects on economic development
• To promote one-town one product program
– Philippine Department of Trade and Industry
– Province of Cavite
– Imus Institute (II, private educational institution)
• To develop a product/business development center for
the Cavite selected products,
• To develop a product/business for Imus, Cavite
– Puto lansong
– Business service center for the many micro-, small and medium
enterprises that are struggling to survive and expand.
– Enterprises from the local public market to foreign markets
South China Sea
Manila Bay
Metro Manila,
1. Cavite Province
Land Area 28,755 hectares
Population: 1,150,103 (1990)
2,063,161 (2000)
– 2,987,891 (2008)
Population Increase:
– 6.47 percent from 1990 to 1995
– 5.45 percent from 1995 to 2000,
Doubling rate: 13 years.
Population density
– 2,094 persons/km2/ 10.16 persons per hectare.
Reference: 2000 Census, National Statistics Office
1. Cavite Province
• Products:
– Cavite predominantly an agriculture province
– Major crops included rice, corn, vegetables, fruits,
rootcrops, coffee, coconut and sugarcane.
– Offshore and coastal fishing grounds.
• Fishing - major source of livelihood in the coastal
Number of households: 617,843 households.
Labor force :1,131,215,
Employment rate: 84.40%
Literacy rate is 96.52% .
Industrial Base
45 Industrial Estates,
805 Industrial Establishments
242 operating cooperatives,
12,128 enterprises
12,027 - micro enterprises,
51 small,
31 medium and
19 large enterprises
• Most notable is Intel
• SME – total assets valued between Pesos 1 to 40 M ($20,000-800,000)
– Employment: 10 and 199 employees.
• Micro-enterprises –
– $2,000-$20,000 in total assets
– 1-9 employees;
• Small-enterprises
– $20,000-$200,000 in total assets
– 10-99 employees
• Medium-enterprises
– $200,000-$800,000 in total assets
– 100-199 employees.
(from Small-scale business enterprises in the Philippines: survey and empirical
International Journal of Entrepreneurship, 01-JAN-07, Online from
Philippine copyright law
• Intellectual Property Code of the Philippines,
– Republic Act No. 8293.
– Based on United States copyright law and the
principles of the Berne Convention for the Protection
of Literary and Artistic Works.
– Protect
• patents,
• trademarks,
• and other forms of intellectual property.
– Administration
• Intellectual Property Office (IPO) – Intellectual Property Code
of the Philippines
• IPO and the Copyright Division of the National Library of the
Philippines – copyrights
Copyright Materials, Trademarks
• A: Literature (books, pamphlets, etc.)
• B: Periodicals (newspapers, tabloids, magazines, etc.)
• C: Public speeches and other public speaking works
(speeches, lectures, sermons, etc.)
• D: Letters
• E: Television or movie scripts, choreography, and
entertainment in shows
• F: Musical works (lyrics, songs, song arrangements, etc.)
• G: Art products (drawings, paintings. sculptures, etc.)
• H: Ornamental designs and other forms of applied art
(not necessarily industrial designs)
Copyright Materials, Trademarks
I: Geographical, topographical, architectural, and scientific works (maps,
charts, plans, etc.)
J: Scientific and technical drawings
K: Photographs and cinematographic works made in a process similar to
L: Audio-visual works and cinematographic works made in a process similar
to making audio-visual works
M: Pictures used in advertising (includes logos)
N: Computer programs
O: Other works not covered in classes A-N of a literary, scholarly, scientific,
or artistic nature
P: Sound recordings
Q: Broadcasts
Patents do not have a category.
Superbrands, an international branding; in
the Philippines since 1996
Obrang Kabite: provincial branding Philippine Chamber of Commerce and
Cavite: place branding by the
province of Cavite
Bonus: supermarket-brands of the SM; 3
SMs in the province, 1000 products
National Brands
• Super brand:
– Novellino Wines
– Bel Mondo Italia Corp. (BMIC) - 2005
• brand strength,
• market leadership
• consistent performance
– Mocha Blends – 2006
• operate 35 outlets all over the Philippines.
• uses Arabica varieties both of local and international origins.
• 5 signature blends custom-fitted to the Filipino taste: Kape
Marharlika, Espresso, Morning Roast, Tagaytay Highlands, and
Colombian Decaf.
Philippine Chamber of
21 SMEs penetrating the global market.
– Processed sea foods, including, tahong chips
and smoked fish,
– arengga vinegar,
– fruits and vegetables,
– processed coffee and cacao
– novelty items, including bags and wallets,
bamboo products.
Philippine Chamber of
From 21 to 4:
Don Roberto's Mango Wine
Amira's buko tarts
Cecilleville's Beauty Products
Duck Stew.
3 owned by women
Duck stew company
closed shop.
Cavite Brands
Cavite Provincial Livelihood and
Development Office
• Café Amadeo
• Kapeng Bailen,
• Muscovado De Magallanes,
• Tablea de Alfonso, Cocoa
Delfa's Food Products (includes chocolate,
peanut butter, coco jam, instant ginger drink,
yellow giner, 5 in 1 herbal tea, pastillas candy,
coffee alamid, ube jam and pineapple jam),
Cavite Brands
Cavite Provincial Livelihood and
Development Office
• Kawayang Maragondon (furnitures
and novelty items) by the
Maragondon Rural Workers'
• Sweet Style Beadwork,
• EAB Arts and Handicrafts,
Cavite Brands
Cavite Provincial Livelihood and
Development Office
JVN Veggie Chips (which includes
bittermelon, yellow ginger, onion-garlic,
tahong chips),
Ocean Fresh (Tahong Chips, malungga,
ampalaya, kalabasa, onion, carrot, ginger,
saluyot, alamang, yellow ginger, lagundi
and banaba chips),
• Pat & Kat Pork Chicharon,
• Talleres de Nazaret, squid rings and crispy
• Amira’s Buko Tarts
Cavite Brands
Cavite Provincial Livelihood and
Development Office
Achara de Bailen, pickled vegetables
Arengga Pure Vinegar
Dona Juana's Food Products (pickled
papaya, lechon liver sauce, chili sauces
Farm Treasures (pickled and diced green
mangoes, Philippine mangoes, pickled
radish, dried ripe mangoes, diced
Coffee Industry
• Production and export of coffee
was once a major industry in
the Philippines,
– 200 years ago – 4th largest
coffee producing nation.
– NOW: RP produces only
.012% of the world's coffee
– 22 provinces
– Batangas, Bukidnon,
Benguet, Cavite, Kalinga,
Apayao, Davao, and Cagayan
– Cavite- the top producer of coffee,
8,000 hectares of coffee
plantations (from 1007 record of
13,000 hectares
• from Philippine Coffee Board, “Coffee's
Rich History”,
Coffee Industry
• Produces 4 varieties Arabica,
Liberica (Barako), Excelsa and
• 70,000 coffee farmer families
• Consumption is 65,000 metric
tons annually,
• Production is 30,000 metric
tons, 739,000 bags (estimate)
• Import valued at P3 billion
• Exports 4,999 bags (weight?)
– green beans,
– roasted ground coffee, and
– soluble or instant coffee.
Coffee Industry
85% of local market for instant- Nestle
Philippines Inc.,
remaining 15% is shared by
- Commonwealth Foods (Café Puro),
- General Milling Company (Kaffee de
- Universal Robina Corporation (Great
•(Laarni C. Anenias, “The Philippine
Coffee Industry: a Profile in Archives”
(2001) (from Bureau of Agricultural
Research (BAR) Research and
Development Digest, from
Coffee Industry
• Domestic consumption will grow by 2.25%
per year – following population growth
• Proliferation of coffee specialty shops,
catering to a wider and younger clientele.
– More of the arabica variety, mostly grown in
Benguet Province.
Established in 2001 in coffee shops in a relaxed
semi-fine dining environment.
2002: 4 outlets
Set up a roasting facility in 2003
2003, Recognized as Most Outstanding Coffee Shop
and Gourmet Coffee Shop by Consumer Choice
Partnered with Northern Highland,
2004. commercial operation of its roasting facility
and a more modern commissary.
2005: 35 more outlets were set up
2006: superbrand.
2007, opened Mocha Blends Indonesia.
2008: launched its new menu: “Mocha Blends...
Great Coffee, Great Food!”
2010: 38 outlets nationwide.
• Product: espresso-based coffee, Kape Maharlika;
Black Cafe Italiano
• (from;
Café Amadeo
Municipality of Amadeo is the biggest among nine (9) coffee
growing municipalities of Cavite
Overall coffee performance
– Area planted,
– Production
– Number of coffee farmers
2001 - highest production
– 4,560 metric tons
– 4,226 farmers
– 3,800 hectares
Café Amadeo
•2002. declared as the Coffee Capital Town of the
Philippines during the first “Pahimis Coffee Festival”
graced by President, members of the cabinet and Congress
and other dignitaries
• 2003 and 2004 Coffee Festivals
tourism calendar of
events / itinerary
from “Café Amadeo
Development Cooperative
– A Success Story” from
Café Amadeo
• 2002. Formation of the Café Amadeo Development
Cooperative for coffee beans trading and ground coffee
– 24 active farmers
– 15 of whom are big farmers/millers,
– pooled capital - P124,201.24 (US$2,700)
– P 80, 000 sales per month of brewed coffee to the
provincial government. (US$1,700)
• 2009. 64 active farmers (of total municipality – 4,560)
– Pooled capital- P4.2 million (US$ 91,300)
– P2.9 Million gross sales (US$ 63,000)
– Actively participated in various local
– markets
• Nestle Philippines,
• Universal Robina Corp.,
• Figaro coffee shops
• 5 market outlets, three (3) in Cavite,
one (1) in Parañaque City and lately in
San Fernando, Pampanga.
• Hotels, restaurants, coffee shops,
gasoline stations, souvenir shops,
establishments that serve coffee.
Café Amadeo
• Products and Pricing (depending on
“Cavite Pure” (US$ 8.90 to US$ 9.46/ kg)
excelsa variety;
“Pure Arabica”,
“Pure Robusta”, (US$ 5.33 to US$5.87/kg)
Pure Liberica”
two blends: (US$ 6.31 to US$ 6.85/kg)
• “pahimis” blend (combining the four varieties of
robusta, arabica , excelsa and liberica,
• premium blend for the US market, combining
robusta, arabica and excelsa.
Café Amadeo
Café Amadeo
• Packaging: jute bag, paper box, foil
and ordinary clear plastic bags, from
225 g, 454 g. to 1 kilogram.
• Cafe Amadeo, USA, an individual
enterprise, RA Enterprises, owned
and managed by Ms. Olive Arias also
of Amadeo, has recently penetrated
the US Market with its beans and
ground coffee.
• Café Amadeo – a franchising coffee
(see also, Cafe Amadeo USA in
Philippine Wine Industry
Philippines amongst the top 3 highest consumers of gin, rum and brandy all
over the world. Brands like Ginebra Gin from the San Miguel Group,
Tanduay Rum from the Lucio Tan-owned Tanduay Distillers and Emperador
Brandy from Consolidated Distillers
Despite its 90 million population size, wine consumption in the Philippines
does not even number among the top 100 countries.
Per capita wine consumption (7.3m.) below a tablespoon
– Luxembourg, world’s highest wine per capita consumption of over 61 liters.
from Sherwin Lao, a wine consultant, in “Analyzing the Philippine wine industry”
The Philippine Wine Industry by 2007-10-31 10:58:40 and from China Wines
Information Website,
Philippine Wine Industry
Annual sales turnover:
– around P1.5 billion (US$333 million) 2008.
100 % of grape wines imported from
over 70 registered wine importers,
300 different brands,
5,000 different wines
17 different wine producing countries.
Trend: increasing
– between 2000-2005, average annual rate of 13.4 percent
– From 2005, increasing by 6%
Leading companies in 2005
– Brumms Quality Wines, Inc.
– E. & J. Gallo Winery
– Robert Mondavi in third place.
Philippine Wine Industry
• Wine production confined to niche
– wine from domestic crops, such as mango
wine and rice wine.
• No significant wine producers in the
country with at least 10% market shares.
• Philippine wines are considered as
Philippine Wine Industry
• Markets.
– women and young urban professionals
• Target
– 12-15 percent of the 90M population,
– Upper and middle income classes from Metro
Manila, and the other key provincial cities like
Cebu and Davao, and tourist area like
Philippine Wine Industry
• Product Mix
• Higher valued wines - slow but steadier shift
from 2001 to 2008
• Still wine - 97 percent of the wine market.
• The disparity in excise tax (RA 9334, 2005)
makes it prohibitive for consumers to buy
sparkling wine as compared to still wine.
Philippine Wine Industry
• RA 9334
– P146.60/liter on sparkling wine, classified as luxury
good if with net retail price of P500/bottle and below,
– P436.80/liter on sparkling wine with NRP above
– P17.37/liter on still wine
– 7% on imported wines; 3% on grapes concentrates
• Before RA 9334,
– 5% on imported wines
– 50% tariff for wines
• Net duty for locally-produced wine is higher than
imported wine which total tariff is only 7 percent.
Philippine Wine Industry
• Still wine,
– Red: over 87 percent
– White: 12 percent
– Rose/pink: less than 1 percent
• Popularity of red wine is due to many
factors, foremost of which is the belief in
red wine’s healthier and “good for the
heart” qualities and sweeter
Philippine Wine Industry
• Market share 2008. (from the National Statistics
• American (Californian) wines –
– over 38 $ share in volume
– 41.6 % share in dollar value.
• Australia,
– 15.4 % in volume
– over 21-% share in dollar value.
• Spain –
– over 11 % in volume
– 7.14 % share in dollar value
– Declining growth
Philippine Wine Industry
• Market share 2008. (from the National Statistics
• Chile,
– 8.3-% share in volume
– 5.5-% share in dollar value
– 100% increase (2003-2008)
• France
– 5.7-% share in volume
– 8 % in dollar value
– Increased 50% in 2008.
• Argentina – 54% increase (2007-2008)
Novellino Wines.
“Igniting new passions in wine”
Novellino is diminutive for Novello, a
little town in the Piedmont region of Italy,
home of Novellino's winemakers.
The name also describes the innovative
nature (novel) of the wine a well as its
Italian character.
Novellino is a licensee of a U.S.
company. It is the first of its kind and the
only one in Southeast Asia.
From Interview of Mr. Quimbo, owner, by Bernie CahilesMagkilat, in “Novellino Wines”, Manila Bulletin, Thursday,
April 23, 2009, from
Novellino Wines.
“Igniting new passions in wine”
To suit the Filipinos' taste preference, Bel
Mondo Italia Corp. (BMIC) specialized in red
wines, sweeter than the dry wines
– Filipinos are not traditional wine drinkers,
not accustomed to the bitter taste of dry
– Imported wines are fermented from 12
percent to a high of 14 percent alcohol
– Novellino ferment only between 4.5
percent to 9.5 percent alcohol content
The sweet bubbly character of its wines is a reflection of the festive colorful
mood of Asian gatherings and festivities and gives it the ‘user-friendly’ taste
profile that Asians enjoy in every occasion.
Wine is a lifestyle product to most Filipinos not a staple
Novellino Wines.
“Igniting new passions in wine”
To suit the Filipinos' taste
Novellino wines are best served
chilled, ideal for tropical climate.
Its naturally sweet taste and light
texture is enhanced when the
wine is chilled before serving.
• Novellino wines are made from pure and natural
100% vitis vinifera grapes
– Grape concentrate is sourced from Italy.
– Wine bottle imported from Italy
Novellino Wines.
“Igniting new passions in wine”
11 varieties from 4 in 1999.
8 are bottled locally:
Rosso (Red) Clasico
Bianco (White) Clasico,
Rosso (Red) Tradizionale,
Rosso (Red) Vivace
Bianco (White) Vivace.
• Imports dry wines
Novellino Wines.
“Igniting new passions in wine”
• Currently perfecting
technology for sweet wine
• Status: final stages of
approval from the USFDA
to enable it to export to
the Filipino market in
Novellino Wines.
“Igniting new passions in wine”
• Marketing:
– Sampling events, supplying
20 sampling stations in
supermarkets and malls
nationwide in its biggest
Pricing: comparable prices to
the imported wines.
Novellino: P200 (US$ 4.44)
Imported wines: P275
Novellino Wines.
“Igniting new passions in wine”
– 2002 Year Ender Excellence
Award: Top Wine Brand of the
– 2003 Year Ender Excellence
Award: Top specialty wine of the
– 2003 Consumer's choice Dangal
ng Pilipinas Annual Award's Most
outstanding Social Wine;
– Marketing award in 2004 honoring
the company's adroitness in
maximizing Novellino's exposure
to Filipinos.
Don Roberto's Wine
“A blend of Western tradition and Eastern bounty”
• Secret fruit wine recipe from
Belgium handed down through
generations to the Filipino
nuns using local fruits, such as
strawberries, cherries and
• Mangoes : because the
Philippines is one of the finest
mango producing country in
the world
• 2001. Product launching of
green (dry) and yellow mango
(sweet) wine
Don Roberto's Wine
“A blend of Western tradition and Eastern bounty”
2002, Invited to become an active
member of the Likhang Kabitenyo
Foundation, Inc., an association of
inventors and creative
entrepreneurs of the Province of
Cavite, the Coffee Capital of the
Philippines, Pahimis festival, Mr.
Castaneda came up with another
unique wine which is made and
fermented from a special blend of
the finest coffee beans of Cavite.
2000. Roberto "Oby" R. Castañeda
set up Don Roberto's Winery at his
residence at Toclong First, Imus,
Don Roberto's Wine
“A blend of Western tradition and Eastern bounty”
• Sources of fresh mangoes
– Province of Zambales in Central Luzon,
to Batangas, Southern Luzon, from
January to June
– Islands of Visayas and Mindanao for the
rest of the year.
• Marketing:
– through distributors
– Mr. Castaneda promotes his products
on line,
press releases
guesting on TV and radio;
lectures to entrepreneurs nation wide
through the Department of Trade and
Industry exposure.
Don Roberto's Wine
“A blend of Western tradition and Eastern bounty”
Packaging: uniquely packaged in black conical
bottles with attractive labels.
Pricing: The retail prices ranges from P675
(US15) to P725 (US$16) for a 750 ml. and 75 cl.
bottle containing 12.5% alcohol,, Don Roberto’s
Mango Wine has an exquisite, exotic smooth
Product Quality
Wine production goes through a rigid analytical
and quality control (from choosing raw
materials, fermentation to bottling) in the
production: sugar and alcohol content, shelf
Don Roberto's Wine
“A blend of Western tradition and Eastern bounty”
First Prize-Gold Award in the
prestigious FINAT International
Label Competition 2003 which
was held in Vienna, Austria, June
4-7, 2003.
Trophy & Certificate of Merit for
Packaging Excellence known as
Packaging Institute of the
Philippines, September 25, 2002
at the World Trade Center of the
Comparative Branding Strategies
The national as well as the local brands for
both products, coffee and wine anchor their
branding strategies on
product quality, from the choice of raw
materials, to processing and
“imported” vs. Filipino image
– Novellino adopts the traditional western wine products
using imported Italian grapes to the Filipino palate,
– Don Roberto's wine uses the mangoes using Belgian
wine making to produce a uniquely Filipino novelty
– Mocha Blends:mixed Filipino and
Italian blends
–Cafe Amadeo, Filipino pahimis blend;
with the addition of the local liverica
coffee to add aroma; US taste for its
premium blend
Comparative Branding Strategies
Packaging and Pricing
• Don Roberto uses a unique and attractive collector's
design item, with its black conical wine bottle and
• Novellino uses wine bottles imported from Italy. Even its
company logo colors suggest the Italian Flag.
• Cafe Amadeo has a unique packaging in the use of jute
fiber sacks, a very “native” image, but it also packages
its products in common plastic, brown and aluminum
• Don Roberto's wine is priced three times Novellino's
• Café Amadeo price compares with other brewed coffee
brands, (Nescafe Folger’s, Starbucks)
• ALL capitalize on the origins of their products.
Successes and Failures
– From the Cavite MSME Summit
(Cavite Chamber of Commerce and Industry,
Provincial Government of Cavite participated
over 1,100 entreprenuers,
–Streamlining business
registration processes
–Reducing the costs of doing
–Good housekeeping
Successes and Failures
• Success criteria for this study:
– Market expansion
• local to Metropolitan Manila
• Exports
– Availability of capital
– Acceptability or marketability
– Compliance with all the government
– Consistent quality
Successes and Failures
125 listing for one-town one-product program
- 73 are owned /managed by women.
PCCI-Cavite – Obrang Kabite
– 4 from the 21 obtained quality approval
- 3 women owned and managed
- 1 stopped production, 2009, women owned
Cavite Province – Cavite Brand
– 18 were promoted by Cavite Province .
- 7 from original list
- 11 were new entries.
Cavite's brand campaign won 2009
Tambuli Awards – unique place brand
Successes and Failures
Don Roberto's mango wine leapfrogged from a highly personalized
distribution networks to exports,
Novellino's which expanded through the supermarkets.
Cafe Amadeo marketed its products to various outlets which served
Mocha Blends, set up its own coffee shops
Successes and Failures
Many of the producers remain in the local market.
Their investible funds cannot cover the costs
Increased production,
Licenses that will be required by institutional markets.
Successes and Failures
Don Roberto’s Wine Products:
2 years to get FDA approval,
Questions raised on the nature of the raw material (“coffee not a
Sugar content of coffee as the main ingredient of a wine product
For IP registration, the main issue was getting ahead.
At the time of application, there were two other mango wine
submissions, Distilleria Limtuaco, who made mango rum instead, and
the UP College of Agriculture.
IP registration not enough, the labels needed to get copyrights, which
was released within three weeks, payments per color type
Successes and Failures
Processed Meat Product.
- Appropriate packaging for the supermarket is expensive.
- The cost of plastic bags and labels came to almost fifty percent
of its current production cost of a 100-gm package.
- To reduce this cost in relation to the total production cost,
production has to be doubled
- To double its production capacity, mixing and meat grinding
have to be mechanized.
Consistency of product size.
Pork sausages were made of intestines
Food and Drug (FDA) registration remains to be the biggest
The enterprise will need capital for a sanitary kitchen
Disclosure of the products' ingredients, which the owner is wary
Successes and Failures
Herbal Food Supplements
- Current issue of the Philippine Department of Health to translate
the label: “No therapeutic claim” into the local language, which
literally translates back “The product cannot heal any ailment”,
- Healing qualities malunggay (Moringga oleifera), garlic and
ampalaya (bittermelon), ginger
- FDA took two years for the producer
of malunggay teas and capsules.
Successes and Failures
Pottery Products- Cornerstone Ceramics
IP registration is expensive and not practical
The products are uniquely designed
Any minor change can easily be introduced on
the product and will not protect their designs
Bee Products
not interested in expansion
Successes and Failures
IMPACTS OF FDA and IP Registration
increased sales can be assured since the products can be sold in
supermarkets or exported
On economic development
SMEs in the Philippines make up more than 99% of all businesses in
the country,
SMEs provide more than two-thirds of the country's employment,
SMEs responsible for almost one-third of the country's income
(Philippine Department of Trade and Industry, 2003) [i]
Successes and Failures
Both mango and coffee processors source their products from mango
and coffee farmers, not only in the province of Cavite,
Mango wine raw materials come from all over the country, due to the
two pronounced seasons in the island of Luzon
Cafe Amadeo directly benefits its 64 members through increased
income, resulting from the marketing efforts, initially assisted by
the municipal and provincial governments.
• SMEs need assistance
– Product improvement
– Packaging
– Pricing
– FDA and IPR
– Financing
Thank you!