Learning About a Business:

Submitted by:

Cairo, Jane Rizzlyn

Ibahuran, Patricia Nicole

Lugtu, Audrey Gaile

Ruaza, Trisha Mae

Santos, Deseree Kyla

Toralde, Ma. Kristine

Submitted to:

Prof. Ruby Ana Saludario

BACKGROUND OF UNIVERSAL ROBINA CORPORATION

Universal Robina Corporation (URC) is one of the Philippines' largest branded

consumer food and beverage companies. In the ASEAN and Oceania markets, the
company has a significant and growing presence. It is one of the leading pioneers in the
Philippine industry. Universal Corn Products Inc., a cornstarch manufacturing plant in
Pasig City, has been in operation for over 50 years since Mr. John Gokongwei, Jr.
founded it in 1954.

URC is involved in a variety of food-related businesses, including the

manufacturing and distribution of branded consumer snack foods and beverages, goods
and services such as sugar and flour, and agro-industrial businesses such as hogs,
animal feed, and other related items.

Through best-in-class technologies and processes, URC has established itself as

a manufacturing pioneer. It has consistently demonstrated its innovation and excellence
in the ASEAN market through ground-breaking products and extensive distribution
channels in both modern and traditional channels. Mr. John Gokongwei, Jr. envisioned
URC as a leading food and beverage company with strong market dominance in the
ASEAN region. Through its URC Thailand office, URC products are also exported to other
markets such as the United States, Europe, Japan, Korea, the Middle East, and West
African countries such as Ghana and Nigeria. URC began its venture into developed
markets such as New Zealand and Australia in 2014, and it is now known as URC
Oceania.

Over the years, Robina Corporation has developed three strong regional brands:
Jack 'n Jill snack foods, C2 Cool and Clean ready-to-drink tea, and Great Taste coffee.
These brands are growing in popularity across the ASEAN region. SBA's snackfoods
segment includes premium brands like Thins, Cheezels, CC's, Kettle and Natural Chip,
Co., and Griffin's, which produces high-quality sweet biscuits and a wide range of healthy
packaged snacks called Nice and Natural.

Building strong brands, a strong product innovation pipeline, and world-class

processes and supply chain capabilities have all been credited with URC's success. In
response to changing competitive developments and growth opportunities in Asia, URC
will continue to transform and delight customers.

HISTORY OF UNIVERSAL ROBINA CORPORATION

The Universal Robina Corporation (URC) was founded in 1954 by Mr. John
Gokongwei, Jr., a successful Filipino-Chinese trader at the time. When his father died
before World War II, he had learned the trade. Mr. John put in a lot of effort during the
post-war years in order to succeed. While he prospered, he kept a close eye on his
business and accurately predicted that trading would remain a low-margin business.

Mr. Gokongwei decided to construct a cornstarch factory that produces glucose

and cornstarch. Universal Corn Products (UCP) was the company's first pillar, and it
became the URC we know today. For a time, business was good; it was creating a
commodity that consumers could readily purchase, until similar international corporations
in the country became roadblocks. As a result, Mr. Gokongwei is always working with an
eye to the future. Mr. Gokongwei had to diversify his business by producing and promoting
his own branded consumer foods in order to keep ahead of the competition. He aspired
to create the first "local" multinational corporation (MNC) based on best practices.

In 1961, Consolidated Food Corporation was founded as a result of Mr. gokongwei

aspiration. Blend 45, the first locally manufactured coffee blend nicknamed "Pinoy coffee,"
is the company's "home run" and pioneer product. Blend 45 surpassed Café Puro and
Nescafé to become the market's most popular coffee brand. Panned chocolate Nips
followed coffee. It's a mainstay of Filipino childhood.

Robina Farms started producing poultry products in 1963. This was also the start
of the Gokongwei firms' vertical integration. Robichem Laboratories was established in
the late 1960s. Its main goal is to help farm enterprises with their veterinarian needs.
Robina Farms expanded in the late 1970s when it ventured into the hog sector.

In 1966, Universal Robina Corporation was founded. Under the Jack 'n Jill brand,
it created the salty snack market with Chiz Curls, Chippy, and Potato Chips. Other snack
products followed, with market leaders like Pretzels, Piattos, and Maxx being introduced
successfully.

URC made more purchases and advancements in the following decades. The
family entered the commodities sector in the early 1970s by forming Continental Milling
Corporation, which milled and produced flour.

Under URC Sugar, three sugar mills and refineries were acquired in the late 1980s.
To help URC weather any fluctuation in the cyclical commodities market, these two
businesses generated consistent cash flows and enabled for more vertical integration in
the supply chain. In keeping with this strategy, URC entered the plastics market through
URC Packaging in the late 1990s.

As the firms got increasingly diverse, they were gradually combined in order to
streamline operations and save expenses. In 2005, the present structure of the group
was completed. The Universal Robina Corporation presently encompasses all of the
diverse businesses, which are separated into three distinct groups:

• the Branded Consumer Food Group, comprised of BCFG Domestic (including

packaging) and International;
• the Agro-Industrial Group, comprised of Universal Corn Products, Robina Farms,
and Robichem;
• and the Commodities Group, for sugar and flour divisions
For further information of Universal Robina Corporation, the following are their
milestones through the years.
MAIN OFFICE

URC Head Office

80 Eulogio Rodriguez Jr. Ave, Quezon City, 1110 Metro Manila

BRANCH OFFICES

URC Universal Robina Corporation

555 Eulogio Amang Rodriguez Ave, Pasig, 1609 Metro Manila

Universal Robina Corporation

42nd Floor, Robinsons Equitable Tower, ADB Avenue, Ortigas Center, Pasig,
1105 Metro Manila

Nissin-Universal Robina Corporation.

110 Eulogio Rodriguez Jr. Ave, Bagumbayan, Quezon City, 1110 Metro Manila

Universal Robina Corporation

National Hi-way Calamba Laguna

Universal Robina Corporation

San Fernando, Pampanga

Universal Robina Corporation

Pasig Blvd, Pasig, Metro Manila

Universal Robina Corporation

URC Tera Tower, Bridgetowne, Eulogio Rodriguez Jr. Ave, C-5, Quezon City

Universal Robina Corporation - BCFG Bagong Ilog Plant

Pasig, Metro Manila

Universal Robina Corporation

#16 Santiago Street, Bagong Ilog, Pasig City, Metro Manila, Pasig, Metro Manila

Universal Robina Corporation (Agro Industrial Group) UCP Plant

16 Santiago, Pasig, 1605 Metro Manila
Universal Robina Corporation
110 Eulogio Amang Rodriguez Ave, Pasig, Metro Manila

Universal Robina Corporation

35 Pvt. Aurellana Rd, Pasig, Metro Manila

Urc Universal Robina Corporation

Barangay Sampaloc, JP Rizal Street, Tanay, 1980 Rizal

Universal Robina Corporation

14 San Roque Street, Bagumbayan, Lungsod Quezon, 1800 Kalakhang Maynila

Universal Robina Corporation

Naic, Cavite

Nissin Universal Robina Corporation

Main Dr, Dasmariñas, Cavite

Universal Robina Corporation – Batangas

J. G. Summit Industrial Complex, Barangay Simlong, Batangas City, Batangas

Universal Robina Corporation

National Road Manila South Road, Cabuyao, 4025 Laguna

Universal Robina Corporation Biñan

Biñan, Laguna

COMPANY LOGO
CURRENT NUMBER OF EMPLOYEES
Universal Robina Corporation has 14,259 employees and is ranked 4th
among its top 10 competitors.

BUSINESS ORGANIZATION

Universal Robina is one of the largest branded consumer food and beverages
producers Corporation that is based in the Philippines. It has been operating for over 60
years since Mr. John Gokongwei, Jr. established the company first as Universal Corn
Products, Inc, as a cornstarch manufacturing plant in Pasig, year 1954. Now, Universal
Robina Corporations is headed by Mr. Lance Y. Gokongwei, the current chairman, and
Mr. Irwin C. Lee, the Company’s President and CEO.

PRODUCTS AND SERVICES

Universal Robina Corporation has a diverse brand along with its product that widely
offers in various market. Their products were divided into 3 major groups. These are:

(1) BRANDED CONSUMER FOODS GROUP (BCFG): Universal Robina

Corporation was known as the first "Philippine multinational" company. Because
of the company's constant efforts, they have been recognized as the leading
branded snack food and beverage company that offers salty snacks, candies,
chocolates, canned beans, and ready-to-drink tea while maintaining strong
positions in coffee, biscuits, and noodles in the Philippines. The brands under
this group are:

• Jack n’ Jill – Jack n’ Jill offers one of the most diverse portfolios of products. It is
sub divided into 3 groups, Salty snacks, bakery (biscuits, cakes), confectionary
(candies, chocolates), which are different from one another.
• C2, Blend 45, Cloud 9. Cream All, Great taste, Refresh, (under Beverages)

• Calbee – the company partnered with japan leading snack food that offers
authentic Japanese snacks and dynamic potato chip products.
• Conagra – Conagra is a brand under the beverage group in partnership with
Conagra Brands, Inc., to create and offer Swiss miss chocolate drink.

• Danone – The company had a joint venture with the European food and
beverage manufacturer Danone to offer new product under beverage group
B'lue, a 'Water Plus' drink.
• El Real – are pasta products are made from a high-quality durum wheat
semolina flour that makes it firm and al dente.

• Nice & Natural – Universal Robina Corporation acquired Griffin’s Company of

New Zealand and brought Nice & Natural which is a premium healthy snack
brand.

• Nissin – Nissin brand holds the famous cup noodles widely available in the
Philippines since the company had a joint venture with Japanese company Nissin
Foods Holdings, Co. Ltd.
• Vitasoy – The Vitasoy brand is a nutritious and great-tasting soymilk drink. The
company partnered with The Soy Experts™, Vitasoy, to offer Hongkong's well-
loved nutritious and great-tasting soy milk to the Philippines.

• Flexible packaging- Universal Robina also caters packaging industry. The

company has two distinct business units. These are RC Packaging for Bi-axially
Oriented Polypropylene (BOPP) films used in producing flexible packaging and
URC Flexible Packaging (UFLEX) for food grade wrappers and bottle labels.
(2) AGRO-INDUSTRIAL AND COMMODITIES

• Robina Agri Partners- Robina Agri Products (RAP) engaged in hogs and
poultry farming. It produces and distributes animal feeds and health products, as
well as glucose and soya products. It also provides local hog raisers a ‘total agri-
solution' and farm management support service.

• Flour Division – The company’s flour division is one of the top flour milling
companies in the country. This unit offers customized products that cater to the
specific needs of its customers.
• Sugar and Renewables (SURE) – Sugar and Renewables is the sugar
manufacturing unit of Universal Robina Corporation. It is composed of 2 groups,
namely: the sugar division and distillery division.

(3) ASIA AND OCEANIA - Universal Robina has seen a significant and growing
presence in the ASEAN and Oceania Markets.
• China
• Singapore
• Hongkong
• Indonesia
• Malaysia
• Thailand
• Vietnam

• Oceania – Griffin Foods company (New Zealand) maker of some New Zealand’s
favorites: biscuits, golden potato chips and nutty bars., Snack Brands Australia
(Australia) one of Australia's leading snack foods companies with well-
established brands. Both of this companies were acquired by Universal Robina
Corporation.
Griffin Foods company

Snack Brands Australia

COMPANY CULTURE

Mission

“Universal Robina Corporation (URC) is one of the largest branded food product
companies in the Philippines and has a growing presence in other ASEAN markets”

The company's mission statement is that it aspires to be one of the largest

companies in Asia with a powerful presence.

The following are the main factors of Universal Robina Corporation's mission
statement:

1. Largest company in the Philippines

2. Growing presence in other ASEAN markets

The first factor of the company's mission statement emphasizes that, among other
things, Universal Robina Corporation is one of the largest corporations in the Philippines,
not only because it is a large company, but also because it offers a wide-range of products
to its customers. The growing presence in other ASEAN markets is the second factor.
One of Universal Robina Company's strategies is to establish new companies outside of
the Philippines in order to expand into new foreign markets. With time, they were able to
establish foreign companies in different parts of the globe.

Vision

“URC's vision is to be the best Philippine food and beverage company, with a powerful
presence throughout the ASEAN region, carrying a wide portfolio of delightful brands of
exceptional quality and value, equipped with efficient systems and motivated people. We
are committed in making lives a truly fun experience”
 URC's vision is to be the best food and beverage business in the Philippines,
offering not only great brands but also making people's lives a really enjoyable experience
while steadily expanding throughout the ASEAN area.

The following are the main factor in URC's corporate vision statement:

1. The best food and beverage company

2. Using efficient processes and motivated people to carry delightful brands of

exceptional quality and value.

3. Committed to making life a truly fun experience

The company's first factor in its vision statement, emphasizes its ambition of
becoming the country's leading food and beverage company. The second factor is to be
able to carry delightful brands of excellent quality and value with the support of efficient
processes and motivated personnel, allowing the firm to outperform its competition. The
third factor is to be dedicated to making the lives of customers enjoyable.

Core Values

The Universal Robina Corporations core values are:

Passion to Win: We build organizational capability by being entrepreneurial and proactive,

driven by a sense of urgency and purpose. We continuously challenge ourselves to
deliver world-class brands and consistently rally our people to strive for excellence.

Dynamism: We cultivate a culture of innovation and productive working relationships. We

continuously find ways to improve organizational and people capabilities to meet
constantly challenging consumer needs.

Integrity: We are guided by transparency, ethics, and fairness. We build the business with
honor and are committed to good governance. Our processes and products meet the
highest standards. We are credible in our dealings with both internal and external
stakeholders.
Courage: We seize opportunities in building long-term, sustainable businesses. We make
tough people and business decisions to ensure competitive advantage.

People

URC is dedicated to improving the lives of those who work for them and live in their
communities. URC promote employee well-being by guaranteeing workplace safety,
offering ongoing training, and conducting frequent performance reviews and career
development programs. Before they implement any program, they first determine the
social needs of the local communities. URC also evaluate the effects of their projects to
ensure that they are able to actually improve people's lives. At URC, they think that
prioritizing people will be the key to their transformation's success.

URC Employees

URCs workers are valuable to them. They discover ways to provide a safe, efficient, and
engaging work environment for their workers, given the labor-intensive and demanding
nature of local and foreign operations. URC focus on training, career development, and
workplace health and safety when it comes to their employees. By supporting the
employees' rights to freely organize and associate, URC also strives to maintain peaceful
labor-management relations. They enable the employees to drive our strategic shift to
become a more sustainable organization by investing in them where it counts.

Communities

URC strive for peaceful and mutually beneficial partnerships with the communities
surrounding the operations sites. The pledge to make life better is embedded in the URC
principles, which includes making a positive influence on the areas where they operate.
URC take social responsibility seriously by giving back to the local communities and
developing a spirit of volunteering among our workers, guided by the URC parent
company JG Summit Holdings Inc. CARES (Communication, Advocacy, Recognition,
Engagement and Social Responsibility) philosophy. They enable individuals in the local
communities to make a positive change via training, knowledge transfer, and livelihood
opportunities.

URC ORGANIZATIONAL CHART

URC TOP EXECUTIVE OFFICER/ CORPORATE OFFICER

Chairman Emeritus

James L. Go

About: He is the chairman emeritus and one of the board of directors in URC. He is the
chairman of JG Summit Holdings, Inc. and Cebu Air. He is the chairman emeritus of
Robinsons Land Corporation, JG Summit Petrochemical Corporation and JG Summit
Olefins Corporation. He is also the President and Trustee of the Gokongwei Brothers
Foundation, Inc. and has been the director of PLDT Inc. since November 3, 2011. Mr.
James Go received his bachelor of science degree and master degree in chemical
engineering from Massachusetts Institute of Technology, USA and joined URC in 1964.

Chairman

Lance Y. Gokongwei

About: He is the chairman of URC. He is also a chairman in Robinson Retail Holdings

Inc., Robinson Land Corporation, JG Summit Petrochemical Corporation and Robinsons
Bank Corporation. He is the secretary and trustee of the Gokongwei Brothers
Foundation Inc. Mr. Lance Gokongwei took his bachelor’s degree in Applied Science
from the University of Pennsylvania and joined URC in the year 1988.

President & CEO

Irwin C. Lee

About: He is the President and Chief Executive Officer of URC effective May 14, 2018.
He concurrently handles the Branded Consumer Foods Group of URC. Prior to his
joining in URC, he was the Chief Executive Officer of Rustan Supercenters, Inc. and a
director of Rose Pharmacy under Jardine Matheson’s Dairy Farm Group.He for more
than 32 years in fast-moving consumer foods and retail across Asia, Europe and the
US. Mr. Lee graduated with a Bachelor’s Degree in Commerce Major in Accounting
from the De La Salle University Manila, Summa Cum Laude. He finished third in the
CPA Licensure Exams in 1985.

Chief Marketing Officer

Anna Milagros D. David

About: Currently, Anna Milagros D. David occupies the position of Chief Marketing
Officer of Universal Robina Corp. Ms. David received an undergraduate degree from the
University of Ateneo de Manila.

Chief Financial Officer

Francisco M. del Mundo

About: He is the Chief Financial Officer, SVP & Compliance Officer at JG Summit
Holdings, Inc. and a Chief Financial Officer & Senior Vice President at Universal Robina
Corp. Mr. del Mundo was previously employed as a Chief Finance Officer by Cosmos
Bottling Corp., a Chief Financial Officer by Coca-Cola Beverages Philippines, Inc., a
Head-Accounting Shared Services by Procter & Gamble Philippines, Inc., and a Chief
Financial Officer by URC International Co., Ltd. He took up his undergraduate degree
from the University of the Philippines Diliman.

Chief Legal Council

Ma. Celia H. Fernandez-Estavillo

About: She occupies the position of Secretary & Director at Niyog Property Holdings,
Inc., Secretary & Director at Philippine Integrated Advertising Agency, Secretary &
Director at Averon Holdings Corp., Secretary & Director at Philippine Fulbright Scholars
Association, Secretary, Senior Vice president & General Counsel at JG Summit
Holdings, Inc., Secretary & Chief Legal Counsel at Universal Robina Corp. , Secretary &
Director at RCBC Capital Corp. and Secretary of RCBC Savings Bank, Inc. Maria Celia
H. Fernandez-Estavillo is also on the board of 5 other companies.In her past career she
occupied the position of AVP-Global Business Development at ABS-CBN Corp. and
Secretary, Director, First Senior VP & Head-Legal at Rizal Commercial Banking
Corp.She took up her graduate degree and an undergraduate degree from the
University of the Philippines and a graduate degree from New York University School of
Law.

Senior Vice President and Investor Relations Officer

Michael P. Liwanag

About: He currently occupies the position of Senior Vice President at JG Summit

Holdings, Inc. and Senior VP & Investor Relations Officer at Universal Robina Corp. (a
subsidiary of JG Summit Holdings, Inc.). He is also Senior VP & Investor Relations
Officer at Universal Robina Corp. Mr. Liwanag took up his undergraduate degree from
the University of the Philippines and an MBA from Harvard Business School.
 Senior Vice President, Quality, Engineering, Sustainability & Technical Services

David J. Lim Jr.

About: Mr. David J. Lim, Jr. is a Senior Vice President of Universal Robina Corporation.
He was the Assistant Technical Director for JGSHI prior to joining URC in December of
2008. He earned his BS degree in Aeronautical Engineering from Imperial College,
London, England and obtained his MS degree in Civil Structural Engineering from the
University of California at Beverly.

Chief Information Officer

Carlos G. Santos

About: Mr. Santos currently holding the position for Chief Information Officer and VP-
Corporate Services at JG Summit Holdings Inc. He also holds the position of Chief
Information Officer at Universal Robina Corp. (there is no other information about Mr.
Santos)
 Vice President, Marketing Services

Anne Patricia C. Go

About: Presently, Anne Patricia C. Go is Vice President-Advertising & Public Relations

at JG Summit Holdings, Inc. and Vice President-Advertising & Marketing Services at
Universal Robina Corp. (a subsidiary of JG Summit Holdings, Inc.). Ms. Go received an
undergraduate degree from the University of Ateneo de Manila.

Vice President

Socorro M. L. Banting

About: She is Assistant Vice President of Universal Robina Corporation. She is also an
officer of other related companies of URC. Prior to joining URC in 1986, she worked
with State Investment House, Inc. and Manila Midtown Hotel. She received her BS
degree in Business Administration from the Ateneo de Davao University.
 Corporate Secretary

Atty. Rosalinda F. Rivera

About: Atty. Lynn is the current Corporate Secretary of JGSHI. She was appointed as
Corporate Secretary on August 6, 2003 and has been Assistant Corporate Secretary
since May 2002. She is also the Corporate Secretary of Universal Robina Corporation,
Robinsons Land Corporation, Cebu Air, Inc., Robinsons Retail Holdings, Inc. and JG
Summit Petrochemical Corporation. Prior to joining the Company, she was a Senior
Associate in Puno and Puno Law Offices. She received a degree of Juris Doctor from
the Ateneo de Manila University School of Law and a Masters of Law in International
Banking from the Boston University School of Law.

Compliance Officer

Arlene S. Denzon

About: Currently, she is the Compliance Officer and Vice President of the Corporate
Governance and Management Systems (CGMS) of URC. She also serves as the
Compliance Officer of Robinsons Land Corporation and JGSHI. Prior to rejoining JGSHI
in February 2013, she was the Senior Vice President and Chief Risk Officer (SVP and
CRO) in charge of the Enterprise-wide Risk Management Group of Digitel Mobile
Philippines, Inc. (DMPI, more popularly known as Sun Cellular) until December, 2012.
Ms. Denzon started her career in the Gokongwei Group in 1991 and performed various
roles including Accounting Manager of JGSHI until 1997, Assistant Vice President -
Special Assistant to the Chairman until 2001, Vice President – Treasurer and Acting
Chief Financial Officer of URC International until 2003 before she was seconded to
DMPI in 2004. Prior to JGSHI, Ms. Denzon had three years working experience as
external auditor in Sycip, Gorres, Velayo & Co. She was a Certified Public Accountant
Board top-notcher and obtained her Bachelor of Accountancy degree, Magna Cum
Laude, from the Polytechnic University of the Philippines.

Corporate Treasurer

Charles Bernard A. Tañega

About: Presently, Charles Bernard A. Tañega occupies the position of Treasurer for
Universal Robina Corp. He received an undergraduate degree from De La Salle
University and a graduate degree from Asian Institute of Management.
MARKETING MIX

PRODUCTS

Universal Robina Corporation (URC), the Philippines' first "multinational," is the

country's top branded snack food and beverage corporation, with a large and loyal client
base. Due to ongoing innovation, robust distribution capabilities, and efficient marketing
efforts, URC has constantly grown. The URC achieved market leadership in salty snacks,
candies, chocolates, canned beans, and ready-to-drink tea as a result of its relentless
efforts, while maintaining solid positions in coffee, biscuits, and noodles.
Their product has 9 categories which are the following:
JACK ‘N JILL - Jack ‘n Jill, URC's snack food megabrand, has one of the most extensive
product portfolios in the Philippines. Jack ‘n Jill makes Filipino snacking extra fun and
delightful by offering a wide variety of salty snacks, cakes, biscuits, sweets, and
chocolates.
1. SALTY PRODUCTS

2. BAKERY
3. CONFECTIONERY
BEVERAGES - URC launched its competitive beverage business with Blend 45, the
country's first soluble coffee; Great Taste Granules, the country's first concentrated
coffee; and Great Taste 3-in-1, the country's first comprehensive coffee mix. In a sector
dominated by carbonated soft drinks, the business shook up the beverage business by
introducing C2 Cool & Clean, the first ready-to-drink (RTD) tea. URC has expanded their
product line to include juices, water, and a ready-to-drink chocolate.

CALBEE - To improve
Filipinos' snacking
experience, URC teamed
with Calbee, Japan's
premier snack brand.
Calbee's extensive
selection of unique and
dynamic potato chip
products provide an
authentic Japanese
experience.
 CONAGRA - URC's beverage portfolio was bolstered thanks to a
relationship with Conagra Brands, Inc., which made Swiss Miss
widely available in the Philippines. Swiss Miss is a chocolate drink
for chocolate lovers produced with premium cocoa, real milk, and
other imported components.

DANONE - Diversifying its beverage portfolio, URC formed a joint

venture with European food and beverage manufacturer Danone
to offer Filipinos B'lue, a 'Water Plus' drink.

EL REAL - El Real is noted for its one-of-a-kind product choices, as well as its reasonably
priced and high-quality ingredients. El Real's one-of-a-kind and diverse product line will
make even the most mundane pasta recipes more entertaining and thrilling than before.
 NICE & NATURAL - URC has brought Nice & Natural to the
Philippines through its acquisition of The Griffin's Company of
New Zealand. Nice & Natural is a high-end healthy food
company that does not skimp on flavor or nutrients. It is
produced with nutrient-dense components from nature
blended with delectable flavors for a genuinely satisfying
snacking experience.

NISSIN - Through its joint venture with Nissin Foods Holdings, Co. Ltd., URC has made
Nissin's famous cup noodles widely available in the Philippines. Payless, URC's other
noodle business, was recently merged into the Nissin-URC joint venture. Payless is a
brand of instant noodles that offers good value for money.
VITASOY - To bring Hong Kong's well-loved nutritious and great-tasting soy milk to
Filipinos, URC teamed with The Soy ExpertsTM, Vitasoy. Vitasoy is a nutritious and
delicious soymilk drink made with non-GMO soybeans and the finest ingredients to give
the natural goodness of soy in a drink precisely created to please the Filipino palate.

AGRO-INDUSTRIAL AND COMMODITIES (AIC)

ROBINA AGRI PARTNERS (RAP) - Robina Agri Partners (RAP), URC's agro-industrial
subsidiary, is involved in hog and poultry production. It also manufactures and distributes
animal feeds, health products, and glucose and soya-based goods. RAP also offers local
hog raisers a "complete agri-solution" and farm management support service, thanks to
its knowledge and cutting-edge diagnostic capabilities.

FLOUR DIVISION - URC's Flour Division is one of the Philippines' leading flour milling
firms. URC's flour production branch, which operates operations in Manila and Davao,
has a combined milling capacity of 1,250 metric tons per day. URC Flour Division
produces tailored goods that respond to the individual demands of its customers through
its state-of-the-art flourmills and blending facilities.

SUGAR & RENEWABLES (SURE) - Sugar and Renewables Group (URC SURE), URC's
sugar manufacturing business, is divided into two segments. Its Sugar Division runs five
mills and three refineries across the Philippines, with a total milling capacity of 31,000
tons of sugar cane and a daily refined sugar production of 33,000 bags. Its Distillery
Division manufactures fuel-grade anhydrous ethanol suitable for gasoline mixing.
PRICE – As there are no price lists available on the internet, the attached images are
screenshots of prices for URC products at Shopee.
PLACE

International operations are expanding. In the branded consumer foods market,

URC is expanding its regional presence, with operations in Thailand, Malaysia, Indonesia,
China, Hong Kong, Singapore, and Vietnam.

Philippines

UNIVERSAL ROBINA CORPORATION - 8th Floor, Tera Tower, Bridgetowne, E.

Rodriguez, Jr. Avenue (C5 Road), Ugong Norte, Quezon City, Metro Manila

BRANDED CONSUMER FOODS GROUP - Tera Tower, Bridgetowne, C5 Road,

Ugong Norte, Quezon City, 1110

AGRO-INDUSTRIAL GROUP - 16 Santiago St., Bagong Ilog, Pasig City

FLOUR AND PASTA DIVISION - 9th Floor Zeta Tower Bridgetowne E. Rodriguez
Avenue (C5 Road) Ugong Norte, Quezon City

SUGAR AND RENEWABLES GROUP - 22nd Floor Robinsons Equitable Tower

ADB Avenue corner Poveda Street Ortigas Center, Pasig City

International

CHINA - URC-China Commercial Co., Ltd. Unit H, 20th floor, Kaikai Building, No.
888 Wanhangdu Road, Jing-an District 200042, Shanghai, People’s Republic of
China

HONG KONG - URC Hong Kong Co. Ltd. Units C&D, 18/F, Montery Plaza, 15
Chong Yip Street, Kwun Tong, Kowloon, Hong Kong

INDONESIA - PT URC Indonesia Head Office/ Factory Jl. Sulawesi Blok M-27
MM2100 Industrial Town, Cikarang Barat, Bekasi 17530 Indonesia
 MALAYSIA – KL - URC Snack Foods (Malaysia) Sdn Bhd-Marketing & Sales
Office No.1 Jalan Jurunilai U1/20, Seksyen U1 Hicom Glenmarie Industrial Park
40150 Shah Alam, Selangor Darul Ehsan

MALAYSIA – JB - URC Snack Foods (Malaysia) Sdn Bhd-Head Office/Factory

PLO 370 Jalan Perak Tiga, Kawasan Perindustrian, Pasir Gudang, 81700 Pasir
Gudang, Johor Bahru, Malaysia

MYANMAR - URC Myanmar Co., Ltd Plot No.B-6 and B-7, Mingaladon Industrial
Park, Mingaladon Township, Yangon Region, The Republic of the Union of
Myanmar

OCEANIA - Griffin’s Food Company, Building C, Level 2, Millennium Centre, 600

Great South Road, Ellerslie, PO Box 9129, Newmarket 1149. Auckland, New
Zealand

SINGAPORE - URC Foods (Singapore) Pte Ltd. 168 Tagore Lane, Singapore
787574

THAILAND - URC (Thailand) Co., Ltd. Head Office, 44,46 Rajpattana Road,
Khwang Rajpattana, Khet Sapansung, Bangkok, 10240 Thailand
VIETNAM - URC Viet Nam Co. Ltd. Head Office/ Factory. No. 42, VSIP Tu Do
Boulevard, Vietnam Singapore Industrial Park, An Phu Ward, Thuan An Town,
Binh Duong Province, Vietnam

PROMOTION

When it comes to advertising, URC has funded significant expenditures mainly to

promote its products. URC spends on average 8% of its branded consumables on
advertising and branding to differentiate its products and further expand market share
both in the Philippines and in its overseas markets. This includes funding for advertising
campaigns such as television commercials, radio and print advertisements, as well as
promotions for new product launches. URC Packaging for Bi-axially Oriented
Polypropylene (BOPP) films used in flexible packaging and URC Flexible Packaging
(UFLEX) for food grade wrappers and bottle labels are two separate business units that
cater to the packaging industry.

PEOPLE

Since URC is the market leader in its field, it already provides a diverse range of
products and services to its clients. However, URC will make every effort to accommodate
health-conscious individuals. This will be accomplished through substantial research and
development of new items as well as line extensions for existing ones. Male and female,
single or married, with an age range of 7 years and upwards. For persons on the go and
on a diet, health-conscious persons, diabetics, athletes, and so on. People who live in
urban areas, as well as Generation Y, who desire to live a healthy lifestyle in both mind
and body, are among their target customers.

Universal Robina Corporation is claimed to have a competitive advantage because

it has established a strong nationwide distribution and sales network. URC sells its
products to supermarkets, convenience stores, wholesalers, and independent business
managers, who then sell them to "sari-sari" outlets in a sequential order. Their presence
and image became well-known as a result of their ingenious distribution method, allowing
them to dominate the market.

SUGGESTIONS

URC should be careful with its inventory because it is difficult to convert to cash
and is frequently sold on credit. The company should also be active when it comes to
collecting debts, particularly receivables. In general, a company's profitability is dropping
from 2013 to 2014, which might indicate that they are struggling to sustain or expand
revenue, paying bills too promptly, or collecting receivables too slowly. To improve the
company's liquidity, accounts receivable should be closely monitored and evaluated to
guarantee that they are collected within the expected time frame. Inventory optimization
technologies tracking vital attributes, delivering real-time, precise, and complete inventory
tracking information, should also be considered by the company.

It is necessary to make the organizational structure clear. It is critical to explain the

right flow of information to everyone in the organization when it comes to improving the
structure of a corporation. Develop and disseminate departmental hierarchy flow charts
to everyone so that everyone understands the managers and their duties. When a
company constructs a decision-making process, it should ensure that everyone in the
organization understands it, and if necessary, work flow training sessions should be
conducted. Communication is one of the most powerful weapons a company can use,
and the flow of information and the firm's structure may assist to decrease confusion and
streamline the process.

The way people live, work, and play has changed dramatically since last year
because of the pandemic. Consumption patterns and behaviors have also changed for
the general population, such as buying things in bulk or in larger amounts, but at a lower
frequency. Food manufacturers, such as Universal Robina Corp., have been developing
new versions of their popular items to accommodate changing consumer demands.
URC's chief marketing officer stated, “At URC, we aim to meet consumers where they
are,” “And since the people we serve are stuck at home, it made perfect sense to hero
our big packs”. Given the large number of Filipinos who use Facebook, URC decided that
it would be the ideal venue to enlighten the public about its products. “URC saw this as
another ideal chance to try new marketing strategies and learn about current or emerging
best practices in this industry. URC has strategies to deal with the pandemic, however
given the disruptive circumstances that every firm is in, it is essential that enterprises have
a variety of plans and continue or strengthen their innovation initiatives. Additionally,
increased employee and community awareness of health and wellness trends will
encourage new companies with a purpose to emerge.
REFERENCES:

Products . (n.d.). Retrieved from urc.com.ph:https://www.urc.com.ph/products?ref=menu

Board of Directors | Universal Robina (urc.com.ph)
Board of Directors (urc.com.ph)
URC.PH | Universal Robina Corp. Company Profile & Executives - WSJ