We had some very successful brands in our toilet soaps portfolio. Lifebuoy was the market leader in the health soaps although a P&G brand was posing a strong challenge with a comer brand, Safeguard. We had Lux, an international brand that was pitted against the major beauty toilet soap brands of P&G and Colgate. I was handling Ever, a local brand that had quite a following and a developmental international deodorant brand, Reward.
|Front: Vic de la Torre, Hank Nijk,Tony Tolentino, Ato Manigat Back: Ed Roa, Gus Villanueva, Ding Camua, Jes Dinglasan, Gilbert de los Reyes, Frankie Gonzales, Joe Feliciano|
I inherited Ever from Boy Feliciano. Boy was a promising manager who was recently assigned to handle Breeze detergent one of the premier brands in PRC. Later on he would become the head of the big international courier service company, DHL, for the Philippine operations. Ever had a reasonable share of 11% of the toilet soaps market. Its platform was that of a perfumed soap. Among its users it had the image of being young and with an attractive scent and was used by university coeds but not of colegialas. On the negative side its image among the toilet soap users was that of having a strong scent, the kind of scent preferred by the “bellas” or the taxi dancers and hostesses of nightclubs. Ever could have been successfully restaged. An 11 % market share was a good enough franchise level to build on. The decision to let the international brands play the role of staving off the P&G onslaught meant concentrating the support budgets on the international brands Lux and Lifefuoy and this was to the detriment of Ever.
|Seated: Gat Maggay Back: Barry Mason, Ed R,Tony Tol, Yener Tugay, angie Lacson,Freddie Lozano, Tony Lorenzana|
|Ed Roa,Meckoy Quiogue, Willy Ocampo, Frankie Gonzales|