Samahan June 2012 Issue: Everyday Delight

Samahan

Roberto N. Huang

Enrico E. Reyes

Emilie Anne T. Gatmaitan

Editorial Board

Donabelle G. Magcalen

Editor-In-Chief

Reinerio Alba, Adrian de Vera

Toots dela Cruz, Girlie Garces, Gemma Guadarrama, James Lopez, Toks Lopez, Meggy Macion, Karen Ann Paguio, Melanie Peraz-Urate, Kiko Sison, Christina Bardos-Yap Writers

Rhoy Cobilla, Alexies Santiago Photographers

Manix Abrera, Conrad Javier Illustrator

James Carter Ladera

Layout Artist

Walter C. Villa

Editorial Consultant

Cover photo illustrations by Conrad Javier

Cover photographs by Walter C. Villa

SAMAHAN would like to thank the following for helping us put this issue together:

Gian Amado, San Miguel Foundation, SMC Corporate Affairs Office, Emil Macapugay, Soc Marcelo, SMB OpCom, Rose Ringor, Erwin Salamat, Sarah Tamayo and Jun Villar

SAMAHAN, a Tagalog word, is a commonly-used term in the Philippines, the meaning of which encompasses anything related to a collective act, being together, or being one.

The word SAMAHAN is said to have been popularized by San Miguel Beer. Its taglines “Samahang Walang Katulad” and “Iba ang may Pinagsamahan” have brought strong recall among Filipinos who come together over a bottle of beer.

SAMAHAN portrays the company’s tagline “Drink to Life!” – for one drinks to life in the company of friends, whether times are good or bad. In the same way, it reflects the Filipino’s character and way of life.

Delight Bottomless

Last year we rolled out our first fruit-flavored beers to provide entry-point beer drinkers with a refreshing San Miguel Beer twist. Why did we choose lemon and apple among a rainbow of flavors can only be answered succinctly by our Brewing Technical Group and Marketing teams. What we can say is that they did their homework well because by the end of the year we tallied more than 60% increase in sales—a kilometric stretch than what we expected for our newest beers.

A couple of months ago on a nondescript street in Quezon City we chanced upon Jack and Sherwin of Marketing, both in plainclothes, checking out the competitor’s rock fest. They didn’t seem to mind working on a Sabado night, just like Al and his Sales team conducting outlet visits on weeknights and weekends, using the time that they can choose to spend for personal leisure.

Everyday Princess of HR silently hums a tune as she dutifully arranges the documents piled on her table on the north wing of the 4th floor lobby. A few meters across her is Joy, whose patience is simply walang katulad. Imagine the barrage of inquiries that she had to hear over the phone—not to mention those surprise visits from persistent personnel with concerns on claims and benefits.

Providing Customer Delight is an everyday commitment. To remain true to this value is an everyday challenge.

Business gurus say “know your customer.” War tacticians say “know your enemies.” While knowledge of both our market and challengers are instrumental for our victory, we also put weight on the power of another ancient wisdom: “Know thyself.”

This issue of Samahan is all about revisiting our commitment to delight, what we have done in the past to delight our customers, and how we can delight them even more in the future.

Take pride in our company’s countless ways of delighting our stakeholders through exciting events, CSR initiatives, and sponsorships of important programs like the official declaration of Puerto Princesa Underground River as one of the 7 New Wonders of Nature.

Discover how an engaged team can transform the workplace into a fabulous venue for learning, interaction, and reaping positive results for the business.

Read on and find out how the teams that bring us phenomenal marketing campaigns, record-breaking sales volumes, quality HR services, and world-class brews never run out of ideas and the drive to delight.

Happy reading!

Share More Beer

San Miguel Beer WinS 9 MonDe aWarDS

Beer market leader San Miguel Brewery Inc. (SMB) makes the country proud again this year as nine San Miguel Beer brands scored various awards in the prestigious Monde Selection, the foremost barometer of quality in the beverage industry worldwide.

SMB’s Brewing Technical Group Manager Rebecca S. Flores received early June six gold medals, three silver medals, plus one International High Quality Trophy for SMB in a ceremony at Athens, Greece.

Cerveza Negra, one of the three brands under the San Miguel Lifestyle Brews portfolio, emerged as SMB’s biggest winner this year, romping off with an International High Quality Trophy anew. Last 2009, this dark lager, known for its full-bodied caramel flavor, was awarded the same. The International High Quality Trophy is given to brands awarded with a gold medal for three consecutive years.

San Miguel Premium All-Malt Beer and San Miguel Super Dry, the two other lifestyle brands of San Miguel, both bagged a gold medal. The management is also happy to announce that its newly-introduced fruitflavored beers—the San Miguel Flavored Beer which comes in lemon and apple variants—already gained the nod of the discriminating international panel. The apple-flavored beer received a gold medal while the lemon-flavored beer won a silver.

“When we submitted our entries for this year’s Monde, we felt that we needed to include our flavored beers although both are relatively new in the domestic market,” revealed Flores who was happy with the Monde awards of the newly introduced beers. “We were confident the international jury will easily notice these two beer variants. True enough, they did, to the extent of giving us a gold medal for the apple-flavored beer and a silver medal for the lemon-flavored beer.”

Launched only in 2011, both variants continue to register strong sales volumes in the domestic market.

Other gold awardees from SMB in this year’s Monde Selection are the seasonal San Miguel Oktoberfest Pale Pilsen Beer and the country’s No. 1 extra strong beer, Red Horse Beer. Consistent Monde winner San Miguel Pale Pilsen won a silver together with San Mig Light, the leading low-calorie beer in the Philippines.

Every year San Miguel Beer brands are awarded by the organizing committee of the Monde Selection International Quality Institute, another solid proof that Filipino products are at par with the world’s best beverages. –

Donabelle Magcalen

Vol. 4 No. 1

Thoughts, stories, tips, photos, anything that can help our SAMAHAN become more colorful and meaningful. This could be anecdotes that depict the concept of SAMAHAN or drinking to life; about your work or newsworthy activities of your unit (500-700 words.) Email them to the editor at dmagcalen@ smg.sanmiguel.com.ph. If we publish them, you not only win bragging rights, but also handsome SMB merchandise.

ShreDDiNg olD leaF. San Miguel Brewery Inc.’s Santa Rosa Plant plays good brother to its host city by helping its environmental efforts through Solid Waste Management. Waste shredders (one shown above) were donated to the Santa Rosa City Local Government. Photo shows Santa Rosa Mayor Arlene Arcillas, SMB President Roberto N. Huang, SMB National HR-BAC Head Enrico E. Reyes, Santa Rosa Environmental and Natural Resources Officer Erlinda Creencia, and Save Silang-Santa Rosa River Foundation Head Aufie Arcillas with Barangays Sinalhan and Tagapo officials. – toots Dela cruz

San Fernan D o Bre W ery

Fit a ND Fu N i N SFB

Fee D i N g the a eta S

After the successful tree-planting activity in Sitio Camachile, Barangay Nabuklod in Floridablanca, Pampanga, San Fernando Brewery continued to provide supplemental feeding assistance to at least 40 Aeta pupils in preparation for their National Secondary Achievement Test (NSAT) a pre-requisite by the Department of Education to enter high school.

SMB@M i N i S top. San Miguel Brewery Inc. (SMB) and Robinsons Convenience Stores, Inc. (MINISTOP) recently renewed its partnership with the signing of the Trading Terms Agreement that formalized SMB’s support to Ministop. Photo shows SMB National Sales Manager Debbie D. Namalata (4th from left) with MINISTOP’s Business Unit Manager Roena P. Sarte. Looking on are (from L) AVP for Merchandising Donna M. Leoncio, VP for Merchandising Faith Y. Gokongwei-Lim, SMB Market Development Group (MDG) Manager Joselino G. Gaerlan, and MDG Manager Arnold C. Cruz – toots Dela c ruz

DaVao ShareS. Last March, Davao Brewery turned over its support to Tagum City Mayor’s Chair for Schools project during their Care for Schoolchair Funrun. The plant donated P50,000 worth of support consisting comprised of water, enamel paint, and cash. Around 5,600 runners joined the activity, including the Provincial Davao Beer Region Office led by TSM Joel Zamudio, along with his selected supervisors and office staff. Photo shows BAC Officer Meggy Macion turning over the goods to Mayor Rey Uy. Joining them are Sales Supervisor Shane Pintacasi, Zamudio, RFO Jagger Salapayne, and the school children who joined the fun run as well – Meggy Macion

One-hundred nine (109) employees of the North and Central Luzon Supply Center showed up as early as 4:30AM last February 10 to express their support to the Fit and Fun Program in San Fernando Brewery (SFB).

Grouped under age categories, the participants jogged around the brewery; few did brisk-walking while others brought their bikes to take on the mountain bike trail in SM or Sa Manggahan area.

Plant Manager Bobby de Leon enjoined the participants to value their health as he emphasized the brewery’s commitment to programs that espouse health and wellness.

Force Multiplier S : t rai N i N g

Bara N gay p olice

San Fernando Brewery, together with the

barangay council of Quebiawan, hosted the training of 70 barangay auxiliary police at the brewery’s 1981 Center.

Speakers from the Department of Interior and Local Government (DILG) and the Philippine National Police (PNP) provided useful knowledge for the participants, with topics ranging from exercising their authority as volunteer law enforcers, the rights of suspects, and the proper conduct in surveillance work.

The training is relevant to SFB as its security unit regularly coordinates with the barangay police in enhancing the security requirements of the facility especially along the brewery’s perimeter.

City of San Fernando PNP Chief Luis Magnaye and Barangay Chairman Nestor Reyes led the volunteers in taking their oath to uphold and enforce the law. – Kiko Sison

Due to their economic plight, Aeta children usually forego their schooling and assist their family instead in agricultural work. In order to encourage the children to focus on their education, the faculty of the Camachile Integrated School has initiated a feeding program that spans four to six days.

“Malaki pong tulong ang naibigay ng San Miguel Brewery sa aming programa at napatunayan po ito dahil maraming mga bata ang pumupunta sa paaralan at hindi sa taniman,” told Thess Esplago, an elementary teacher of Sitio Camachile. – Kiko Sison

Man D aue Bre W ery

logiSticS topS BacoloD tourNeyS. Logistics dominate the Dart and Billiards Tournament of the Bacolod Brewery with Julius Guaza (LEFT) of Product Supply Operations, shown with members of the ManCom and other winners, emerging as Dart champ; and Oscar Baga, Sales Logistics Head-Panay Provinces, topping the billiard competition held at Pipeline in Bacolod City. – toks B. lopez

SMB-Sac all ceBu Sport S awarDS

MaKati heart. Last Valentine’s Day, the Makati City Hall HR department led by Vissia Marie P. Aldon held the Love aFAIR, a get-together party for Makati City Hall employees made possible by SMB West GMA Sales led by Territory Sales Manager Romeo L. Orbe II, Sales Supervisor Michael Vincent M. Masiddo, Trade Promo Merchandising assistant Jerome Teodoro, and SMB Business Affairs Communications Officer James Anthony Lopez. The Love aFAIR started with fun booths in the day culminating with a dating game and concert in the evening. Guest band Urbanation performed retro ‘80s and modern cover renditions while the crowd danced and enjoyed the party with SMB products. – Mike Masiddo, west gMa territory Sales Supervisor

hoop iN the loop. San Miguel Brewery Inc (SMB) placed fourth in the San Miguel Group-wide basketball tournament held at the Poveda Gym in Ortigas Center, Pasig. The San Miguel Beermen basketball team is composed of six players from Polo Brewery, six players from National Office, four players from GMA South and a lone representative each from GMA North and San Fernando Brewery. SMB players are Odilon Ibanez, Dharell Punzalan, Bryan James Valdez, Aibee Uy, Karl Dennis Marzona, Jose Enrique Cruz, Jules Benedict Lim, Angelo Miguel Oasan, Erwin Salamat, Marco Tuazon, Bernardito Vega, Ryan Borja, Ralph Joseph Eugenio, Ronald Layag, Ronnel Macaranas, Floreneson Santiago, Randy Castillo and Mario Siasat. The team was managed by Human Resources-ERLR Manager Pablo Ballesteros, coached by our PBA team trainer Isagani Malindog, with Edwin Cortez as assistant coach and BAC staff Jules Laurente as adviser – James lopez

Bacolo D Bre W ery

KaSaNag with a t wiSt

Weeks prior to their presentation last February 3, department managers and their teams were busy preparing for Kasanag 2012, the annual venue for Bacolod Brewery’s plans and programs presentation. The presenters seriously took the challenge of plant manager Noel Villanueva’s call for creative presentations.

Kasanag is an Ilonggo word which means “enlighten.” The annual program aims to promote teamwork, internalization, and a sense of ownership among the participants.

From the shop floors to top management, everybody was involved in drafting their respective plans and programs for the year. The participants contributed their ideas and time during the planning sessions.

Traditionally, the participating departments show their plans and programs using only their PowerPoint presentations. This year, each team took their report to another level by coming up with a more engaging manner of presentation.

The program was capped by a commitment setting where managers and their team dirtied their palms with paint to handprint on a beershaped installation.

In his speech, Villanueva stressed that it is vital for the Bacolod team to cultivate a sense of ownership to its targets and goals. “We should do away with the mentality of “ako” and start the revolution of “atin” and “tayo,” he added.

San Miguel Brewery Inc. and Sportswriters Association of Cebu (SMB-SAC) honored around 200 outstanding athletes in Cebu in the SMBSAC All Cebu Sports Awards held at The Terraces in Ayala Center, Cebu last March 3. Now on its 30th year, the SMB SAC All Cebu Sports Awards demonstrates SMB’s support to the local athletes, hailed as the silent heroes of the country. The annual recognition also manifests the company’s strong partnership with the sports media in Cebu. PBA legend Chito Loyzaga, who is currently a commissioner of the Philippine Sports Commission (PSC), was the guest of honor. In his remarks, Loyzaga lauded SMB and the sportswriters for their efforts in recognizing the contribution of local athletes who bring pride to the country.

SAC president John Pages also acknowledges the organization’s partnership with SMB.

“Without San Miguel Brewery, Inc., the event would not have happened. SAC and SMB have been partners all these 30 years,” he wrote in his Cebu Sports blog.

Photo shows BAC officer Girlie Garces handing the Athlete of the Year award to chess grandmaster Richard Bitoon. – girlie garces

Photo shows the Bacolod Brewery ManCom led by NCV. – toks B. lopez

the success of this year’s HR Congress. SMB President Roberto N. Huang did the same as he congratulated the HR unit for displaying our best not withstanding SMB’s cost containment directions.

With a college varsity theme, the 2012 HR forum displayed creativity, delivering more for less. Undeniably, great ideas were born out of a very modest budget: from the venue, accommodation, food and entertainment. As a bonus, we – including members of the OpCom who joined us – were all stunning and looked ten years younger than our age donning our striking varsity jackets in sunny yellow and feisty red.

During her talk, SMC Corporate HR Director Maria Cristina Menorca invited us to journey with her and our parent company’s vision by going on an extra mile in delivering strategic HR services that really matter. Make the intangible assets measurable, she declared. As the adage goes: what gets measured, gets managed. Thus, measuring the return of investment in human capital is likely to improve the way it is managed.

Business or corporate leaders may claim that their people are not just their greatest assets, but also that they are an appreciat -

ing asset. This led us to the Towers Watson’s presentation on the Power of Engagement.

Jing Igual and Lucien Cepeda explained that the key drivers to attain a totally engaged workforce are based on the three dimensions namely Think – Cognitive, a belief in and support for the goals and values of the company; Feel – Affective, a sense of belonging, pride and attachment to the company; and Act – Behavioral, a willingness to go the extra mile, and stay long with the company.

We also learned that employee engagement is manifested by being rationally and emotionally connected and motivated to invest discretionary effort into the work in the form of extra time, brainpower and energy. It goes beyond job satisfaction and is not simply motivation. It is something that the employee is willing to offer and is not required in the employment contract.

Early on, our lethargy caused by a totally filling lunch buffet was boosted by an enlivening session with Elvira Estravillo, the founder of laughter yoga in the country. The engaging activity had us on our feet blurting “Ho Ho Ha Ha Ha Hey Hey Hey!” Even our OPCOM guests shared with our laughs and its many health benefits: lower cholesterol

level, serve as anti-bodies against common illness (flu, cough) prevent nasal congestion through proper breathing, help improved vision, and radiate positive outlook in life.

In the evening, the Talent and Fellowship Night continued to spice up the Congress. In-house talents of various forms were showcased to everyone’s delight. It was an evening of fun and entertainment.

In culmination, EER led us to chant our battle cry: “ Ano ang tatak ng SMB HR? Kakayahang Maasahan, Serbisyong Mahusay, Samahang may Malasakit !”

Now, back to the question: How will we know now if we are totally engaged?

If we are highly committed to our company and fully understand how we can make a positive contribution by being productive, less likely to leave the organization and by being resilient amidst major organizational change , then rightfully we can claim that we are totally engaged to our work and to our company we call our own – San Miguel Brewery Inc.

See you all Engaged HR People in our 2013 Congress!

engaging aFFair

The HR’s call to engage people has just been heeded.

Gemma Agarrado-Guadarrama

reports

How engaged are you in your work and to your company, San Miguel Brewery

Inc.?

With the theme L.I.F.E. (Learn. Inspire. Fulfill. Excel.), the 2012 HR Congress last February 16-17, 2012 focused on Employee Engagement and tried to answer relevant issues. It was a day overflowing with insights from invited HR practitioners and somehow also enabled us to assess our current engagement state with our company.

A pre-congress activity “From Good to Great” facilitated by Boy Bordeos of Adnett Consulting encouraged us to aspire for excellence in the workplace. It also emphasized the importance of having fun at work while delighting customers – as demonstrated by Fish Pike Company of Seattle Washington.

Games and small group dynamics helped broke the ice among HR practitioners from different installations. The activities facilitated bonding among us, strengthening our teamwork, and promoting camaraderie.

Polo Brewery Plant Manager Roger dela Cruz displayed a great deal of hospitality.

After a warm welcome, he then gave us a quick tour of their canning operation.

We all had a sumptuous dinner at Max’s Restaurant where we were entertained by the National HR – an enjoyable way to cap the night.

The next day, SMB HR and BAC Head Enrico E. Reyes (EER) formally opened the Congress with a mandate on people development and a roster of our accomplishments in 2011. EER’s mandate: to capitalize on human resource as a competitive advantage. He added that HR initiatives should help our workforce to be more engaged, effectively sustain and enhance programs, and improve in the delivery of their services.

“In everything that we do, we will be more efficient, proactive and we should be able to anticipate the needs of our employees. Everything is centered on initiatives that add value,” EER said.

He then challenged us to better our best in 2012 and beyond. EER extended his sincere appreciation to the men and women behind

RIGHT HR. RIGHT NOW. (CLOCKWISE FROM TOP LEFT) Event hosts Leo Amoyan, Mandaue Brewery HRA Manager and Bacolod Brewery HR’s Marla Jingco; San Fernando Brewery delegates serenade the crowd; National HR performance; Laughter Yoga session; Jing Igual on the power of people engagement; Davao Brewery presentation. (OPPOSITE PAGE, CLOCKWISE) SMB CFO Mae Amador, EER, and SMC CHR Director Christina Menorca; SLA HRA Manager Beth Manalo facilitates open forum with guest speakers from Golden ABC and Towers Watson; Laughter Yoga founder Elvira Estavillo enlivens the participants; RNH delivers inspirational remarks.

Beer DoMinance

San Miguel’s international beer business grows stronger. SMBIL’s Karen Ann Paguio tells about

our world-class status

Stock knoWleDge

We gathered the minds of the SMB Marketing team and talked about strategies, status quos, and more importantly, how YOU can contribute to the grand scheme of things

have always practiced prudent spending in all our activation programs.

SAMAHAN: How fierce is the competition today compared with the previous years? What are your thoughts about the marketing programs of our competitors? What do you think is our edge?

Erik : The market landscape as a whole has become more competitive given that we are not only competing against other alcoholic beverage brands, but even products in other categories such as gadgets, communications, and the like, for the target consumers share of throat, share of time and share of pocket.

Vinky : Competition among entry-point drinkers is at its height today – not just among beer brands – but across all alcoholic beverages. Hard liquor and alcopops are brought to market the way San Miguel Brewery has been doing it the past so many decades. Our edge has always been brand loyalty. But when it comes to mixed drinks and alcopops for the new drinkers, price and novelty lead the game. It is important for us to also lead in this game to continue our market relevance in the future.

In 2011 the beer international unit of San Miguel registered remarkable results in its volume and profit growth. San Miguel Brewing International Limited (SMBIL) grew its volume by five percent (5%) over the previous year while operating income more than doubled compared with 2010. These favorable results were driven by strong performances from Indonesia, Hong Kong, and Exports businesses.

Indonesia sustained its double-digit volume and profit expansion led by San Miguel and Anker brands. In Hong Kong, San Miguel and its premium brands achieved higher sales retaining its lead in the market. Meanwhile, Exports posted another stellar year with volume and profit expansion evident across all regions.

Brand-building initiatives for San Miguel Pale Pilsen and San Mig Light aided the brands’ strong performance in 2011. San Mig Light, the low calorie and low-alcohol version of the brand, took centerstage with big re-launches in Hong Kong and South China. A new upbeat regional campaign was developed for the brand with the tagline “Life, best served light.” Meanwhile, exciting special events and consumer promos continued to propel San Miguel Pale Pilsen’s growth. Its print ads were also featured on the pages of Cathay Pacific and Singapore Airlines.

Local brands also fared well in 2011 with Blue Star of North China and Anker brands of Indonesia exhibiting significant growth over 2010. Blue Star reinforced its market dominance in Baoding City through community-based activities bannered by its 9th annual Baoding Beer Festival coupled with drinking contests and road shows. Anker Bir and Anker Stout

remained key brands in the Indonesian beer market, with both brands turning in robust growth for 2010 supported by sports and music activations as well as market-wide consumer activities.

This year promises to be even better. SMBIL is determined to deliver better results by sustaining its volume and profit growth through image-enhancing and volume-generating initiatives such as awareness and visibility campaigns, consumer promos, outlet activations and equity-building events. Encouraged by the successful re-launch of San Mig Light in Hong Kong and South China, the brand is poised to be reintroduced in Indonesia and Vietnam this year. SMBIL will also continue improvements in sales and distribution through outlet expansion and further strengthening management of distribution channels in support of the group’s volume expansion. Furthermore, SMBIL will continue to pursue cost and efficiency improvements to ensure profit growth.

SAMAHAN: Budget plays a very important role in mounting marketing and advertising campaigns. How will your team face the challenge of the management’s direction for us to observe ‘prudent spending’ beginning this year?

Erik Riola (Group Brand Manager) : While the amount of war chest may help influence the success of a marketing campaign, it is not always a sure formula. Nothing beats a rooted understanding of the needs, wants and motivations of our target consumers, creatively crafted in a marketing campaign, and complemented with the appropriate media touch points that these target individuals consume on a regular basis.

Pop Vargas , (Market Research Manager) : It is during times of limited resources that the true worth of a Marketing person is tested in terms of how he is able to develop creative ways of brand-building and generating volumes given the limited resources. This is the same challenge we have posed to our partner agencies and third-party suppliers to ensure that we are all aligned in achieving our targets this year.

Vinky Abalos , (Marketing Services Manager) : In Marketing, creativity not only refers to the arts but equally, also to the science of producing as much given limited resources. We

Pop : SMB’s marketing programs have long been considered as “trailblazers” in the alcoholic beverage industry – from the Oktoberfest events, Red Horse Beer’s Muziklaban, San Mig Light’s Party All Night, to Pale Pilsen’s Summer Babad and Battle of the Bands. We have to be vigilant in ensuring that these programs continue to remain as strong equities of our brands and at the same time continuously find ways to improve the way we execute them.

SAMAHAN: Does social network change the game significantly as compared with the market strategies five years ago? If yes, how effective is it? How well do you use this tool?

Vinky : For brand activations, social network sites are the new word-of-mouth. It helps us spread news on events and promos like wildfire and the best part is, we get instant feedback on consumer attitudes and know exactly where it comes from. The important thing is to know what to do with the consumer data on hand. In our case, we use these as vital information for succeeding ac -

IN THE LIMELIGHT. MBB with Vinky Abalos (FRONT ROW, THIRD FROM RIGHT) and the Brand Activation Team.

tivations’ crowd mobilization, information dissemination, and consumer surveys to make sure that even the choice of our promotional giveaways, say, miniature bottles are all based on consumer preference.

Erik : The boom of social networking has indeed changed the marketing and advertising landscape globally. Brands (people included) have either been made or destroyed overnight due to this very powerful medium. As marketers, we continue to learn and harness the strength of this technology, and have made them an integral part of our marketing campaigns and programs.

Pop : While it is not yet as evident compared to developed markets, there are already signs that the role of digital and use of social networking sites are showing signs of being influencers to brand choices. We recognize that the future is digital, thus, we have already started including this in our marketing programs and allocating specific budget to digital marketing. Our digital marketing will be further strengthened this year especially for brands that target the young and upwardly mobile consumers.

SAMAHAN: It is vital for managers like you to be updated of market behaviors, trends, and strategies, while guiding your respective teams to meet our company targets. What do you do to further

Pop : Our Marketing Manager, Ms. Menlou Bibonia, shares with us reading materials and case studies on emerging trends in the market and case examples of marketing strategies that are both successes and failures and how to apply these lessons. Aside from this, I maintain regular meetings with our agency partners who provide us with industry trends, update, case examples of emerging trends in the market which we can apply to our category. Of course, on top of all these, we are very fortunate in Marketing, because we have ready access to marketing research studies that give us the opportunity to be able to develop consumer-centric programs for our brands.

In terms of motivating my team to work even better, I lead by example, by showing them the passion I have for my job. We have a very young team and thus, motivating them is a balancing act of driving their passion for work and creating an environment that work should be fun.

SAMAHAN: In the spirit of malasakit, what can an average Beerman and other employees do or contribute to help with SMB’s marketing efforts?

your expertise? As a manager, how do you motivate your team to work even better?

Erik : I firmly believe that providing continuous Customer Delight is a mantra that all marketers must live by. It is a life-long commitment to our consumers. And, as with any relationship, time and effort must be invested in rediscovering their needs, wants, and motivations, for the partnership to be fruitful. I personally believe that a happy and content customer will eventually redound to meeting business targets. As a manager, I read and immerse myself on the latest and/or emerging trends, and see to it that I get my feet wet together with my target consumers. I lead by example, and this is how I motivate my team.

Vinky : It is very vital to keep abreast on technological trends. People are digitally connected 24/7 and we have to know where to find the 18 to 24 year-olds and the 25 to 44 year-olds. Professionally, we constantly search social networks, blogs, the internet for trending topics, and of course conduct regular outlet visits to witness how consumers experience our brands and competing brands as well. Personally, I also keep in touch with my friends and relatives outside my age box to learn more about their insights, drinking habits, preferred outlets, etc.

Pop : I believe that all of us in SMB have done a good job being brand ambassadors for all our beer brands. The multiplier effect of each in endorsing our brands and being engaged in our marketing programs will definitely help in maintaining our market leader position in the alcoholic beverage industry.

Erik : We in Marketing devote a lot of time, effort and creativity in mounting campaigns and events for love of our respective Brands, and these get to be shared to the SMB family via the SMG Announcements. In the spirit of “Samahan”, we sincerely hope that the rest of the community take time to open and read these bulletins (instead of just automatically sending them to their computer trash bins), and help spread the word to their family and friends. Better yet, if they can be present in our events, then that would indeed put a smile on our faces.

Vinky : Any information on SMB product stock-out, misrepresentation of competitors as an SMB brand, product tampering, suggestions for improvement on promos, etc., may be communicated to us through the following:

www.sanmiguelbeer.com.ph

www.sanmiguelpalepilsen.com.ph

www.sanmiglight.com.ph

www.redhorsebeer.com

They are young, engaged and savvy but just before you cast stereotypes, listen to what their charismatic leader has to say

here is no distinct marketing team culture as we are an integral part of San Miguel Brewery Inc (SMB),” claims Menlou B. Bibonia (MBB) SMB Senior Vice President and Marketing Manager. “All of us follow and manifest SMB’s culture.”

What they do, MBB says, is to evoke a positive aura and attitude.

“There is the attitude that permeates the fourth floor’s South wing and it’s the one which gives you the feeling that ‘We Make Things Happen’ because we do. We have a gung-ho, nofear and can-do attitude in everything we do around here.”

Yup, it’s palpable and the Marketing Team carries it like a smiley badge in every gathering.

“They are Young. The median age around here is 31. Youth will always have an advantage and carries with it enormous benefits,” tells MBB.

“Second, I have a very Engaged team. They surprise me with their intensity sometimes. Third, this team is unabashedly Savvy: each one has a healthy dose of self-worth which is good for great teamwork and pushing projects off the ground. I am very fortunate to be around an absolutely positive team,” beams MBB. “YES!”

She shares her three-fold marketing team mantra that could work in every department: Always be thorough. Have a strong sense of ownership. And give up after the third try and do something different.

For 2012, expect a needle-point focused work from Marketing.

“We have to do fewer things better,” reveals MBB. “There is a mesmerizing array of opportunities (fragmented markets, evolving technologies, too much data!) but we have to choose where to focus. We cannot be just delighting the consumer because this is not a guarantee of loyalty or profitability. We have to know which metrics matter.”

After 32 years of sales and marketing work credits these practices and beliefs for her success.

Market Mavericks aces in the Sleeve

“Whatever it is, you have to move it – your dreams, your life, everything. Don’t just sit or stand there, do something,” declares MBB. “Write well because writing reflects one’s thinking. Marketing is a communications game. If you communicate well, you will be easily understood. Wouldn’t life be sweet?” And finally, MBB maintains: “Accept that God made all these happen just for you. Be grateful.”

SMB Marketing never runs out of idea, gimmick or pakulo. Early this year it successfully ran major events that set benchmarks for competitors to match

2011 paMBaNSaNg MuziKlaBaN

For reD horSe: The biggest, longest running amateur rock band competition just got better with a beef-up performance line up of Pinoy Rock who’s who. It gathered sterling stars of the last four decades such as Juan dela Cruz Band of the ‘70s, Freddie Aguilar and Watawat Band of the ‘80s, Ely Buendia of the ‘90s, and Kjwan and Franco and Tanya Markova of the New Millennium. And as if this was not enough, cool tattoo art tilts, X-games exhibitions, graffiti art contests were simultaneously happening in various event tents.

paciFic

Mig StroNg ice: Local mixed martial arts (MMA) scene? Nah, that has been taken and too constrictive. For two straight years, San Mig Strong Ice has partnered with PXC, the biggest mixed martial art circuit in the Asia Pacific. Not only did MMA fans see fighters from as far as the US West Coast, they were also able to meet and greet worldclass fighters such as Fil-Ams Brandon “The Truth” Vera and Mark “The Filipino Wrecking Machine” Muñoz for a truly Whapak! experience.

Sarap M

B a D F or pale p il S e N : The flagship brand Pale Pilsen returns to its roots via favorite bars, beer gardens, resto-bars and whathaveyous in a marketing bravado like no other. There’s the Battle of the Bands where participants get winning boosts from the crowd’s tansan support. There’s free pulutan courtesy of promo partners such as Baliwag Lechon; photo contest via Facebook upload, and to further ignite the senses, bar tours by SMB babes. – wc V

XtreMe coMBat For SaN

agBa

ONE-TWO PUNCH. (FROM RIGHT) Erik Riola and Pop Vargas.

Southern accentS

What does it take be the top SMB salesman? Meggy Macion polls the big winners of the 2011 National Sales Awards

SAMAHAN: How do you handle dissatisfied customers, keep existing ones, and grow your client’s patronage?

For the Mindanao sales team, teamwork and their passionate drive to delight their customers were the key factors that catapulted them to success. Read on and find out the winning practices of the best managed area led by ASM Emil Baja and their top four dealers.

SAMAHAN: Do you think SMB’s core value of Customer Delight has significantly contributed to your success in 2011? If yes, what major efforts did your team undertake last year that translated to higher sales and more efficient performance?

EMIL BAJA: Yes. I firmly believe that the ability of our team to keep our customers down the distribution channels happy and satisfied with our service contributed greatly to our record breaking performance in 2011. Since the outlets were well serviced, they in turn happily served the right San Miguel Beer products in their most desirable state or preconsumption condition to the drinkers. On top of this we implemented promo campaigns and special events to keep the trade lively and exciting and give Mindanao drinkers an everpresent reason to celebrate. We made sure that they always had something to look forward to when they decide to chill out.

JTLC ENTERPRISES: Definitely! Through constant practice, we always have the account knowledge of every outlet and consistently follow the basic call technique that San Miguel taught us every time we visit our customers. We delight our customers by helping them in their businesses, giving them assistance through merchandising and promotions, and even making them feel special in every little way—like greeting them in their birthdays and holidays.

PL SEBASTIAN CORP: Our team sees to it that most of their demands or orders are properly met. We do our best to deliver stocks on time, extend credit when necessary and ensure that all promos are given to our customers and properly accounted for. During times that it becomes difficult for us to meet their demands, we always give our best effort to reach a compromise that will be beneficial for our company and customer.

R&R SALES & MARKETING: By clearly identifying the areas of our respective DSPs. By attending to them in fixed itinerary schedules, we brought delight to them.

BAJA: We handle dissatisfied customers the same way we want to be personally treated when we are similarly situated, for after all we are also consumers in our own right. I believe that customers who express their dissatisfaction with our products or service by complaining are a blessing because they give us the opportunity to address the complaint and end their dissatisfaction. The key to addressing the complaint is to determine the real cause of the customer’s dissatisfaction and attend to it in a timely and rational manner. But more importantly, the object or service promised to the customer must be delivered on time and in the quantity and/ or quality agreed because this is the most critical factor that could turn a dissatisfied customer to an advocate. I think that pretty much sums up our strategy in keeping existing customers and growing our clients’ patronage in Mindanao.

JTLC: Implementing no skip outlet is a must. We just don’t give up on them. We always attend to our customers concerns and query in the earliest possible time.

PL SEBASTIAN: Compromise is the key. My sales personnel usually tries to pacify the client by negotiating and if he thinks that the customer’s request is not within our policies, they refer it to me, and from there, I personally talk to the client. I try to assess whether the demand is possible. Otherwise, I try my best to really explain our side as well. I think it is very important to communicate with a dissatisfied customer, explain personally your reasons and offer an alternative option or solution rather than just denying the request hastily. To keep our existing clients and their patronage, I really listen and try to act upon their requests and concerns immediately. We always try to understand their situation and then we also confer with my supervisor who is well trained. Then, we assess how their demand will affect the company and from there, we make a decision. Whenever I get the chance, I also try to ask for their suggestions on how we can improve our service.

R&R: Aside from the training that our DSPs receive from our sales supervisor in handling customers inquires or their

needs, we, as dealer also adhere to the company’s standards particularly in extending credit privileges to the customers under our authorized dealership area.

RFN MERCHANDISING: Satisfying customers means attending to their needs and wants in a very professional manner.

SAMAHAN: What is your company’s main action plan this year to keep your title as top area or dealer in the years to come?

BAJA: The details of our action plan to keep our title as best managed area are laid down in our strategy map early this year. But as it is often said: a plan that is not executed to its full and satisfactory conclusion remains just that. I believe that the key to success in any endeavor is quality execution. And this is where I think Mindanao has a distinct advantage. We have a relatively young but talented sales force with a sprinkling of veterans who can provide the stability and the wisdom of the years. I think this is the ideal combination that would propel us to new heights this year. But as Mindanao ASM I am convinced that the real challenge is how to keep this highly desirable asset, particularly the individual members of the sales team, engaged in each of their roles to deliver the desired results. The greater challenge is to keep them deeply engaged in a productive and meaningful manner and in a sustainable period of time to increase the likelihood that Mindanao will be the first back to back winner of the Best Managed Sales Area award.

JTLC: Our No. 1 priority is to further increase the efficiencies of the company especially in selling of goods. It includes enhancing further our distribution by implementing route reconfigurations to increase frequency of call, additional mini routes to serve interior sitios and alleys, and we will have classroom training on selling skills to equip and reinforce our DSPs with selling knowledge. We believe these programs will increase retail

volume ratio, avoid stock out in any outlet, minimize the market share of any competitors may it be local or foreign, and generate incremental volume to sustain growth in 2012.

PL SEBASTIAN: Our team constantly makes it an effort to evaluate what we can do to improve our efficiencies. We will constantly be on the watch for market variations and we will continue to find ways to adapt to these changes. To ensure the success of our

dealership, we must constantly be reminded of our core values, giving particular attention to our customers because they are the driving force of our sales growth.

R&R: We will work doubly hard in what we did last year to continue if not to maintain the best dealership award.

RFN: Through the continuous support that the company is giving us, we will be actively supportive particularly in giving quality service to our clients.

CAEZAR I. ESGUERRA

2 WCLBR EDMAR INFANTE CALMA

3 WCLBR JOSE GATPOLINTAN CUNANAN

1 BPBR BETh D. MAGPANTAy

2 CVBR LUCy GRACE M. yAP 3 LPBR JENNy D. SISON

1 ZSPSO MIChAEL K. FUENTES

2 QPBR JOEL h RAMOS 3 STIP MIGUEL G. CORPUZ

1 GMAS MELVIE ROSE R. JACA

1 NWGMA ROy ANThONy M. VITUG

1 CHRISTOPHER R. MAMACOS Caraga Beer Region

2 EDuARD JERIK D. LOPEz Caraga Beer Region

3 ROLYN G KANG

Zamboanga-Sulu Peninsula

Sales Operations

CATEGORY 1

1 ZSPSO RFN MERCHANDISE

Romeo C. Navarro

CATEGORY 2

1 ZSPSO R & R SALES MARKETING

Ma. Rosa U. Tan

CATEGORY 3

1 MDAV PL SEBASTIAN CORP

CATEGORY 4

1 SLA GREG A. GARCIA

1 CNLA ANThONy B. ESCOVILLA

1 On Premise ROGELIO G. DABAO

1 CARAGA JOVENCIO JUAN A. KARAAN, JR.

2 CENMIN ROGELIO L. MACROhON

3 SOCSK ROMAN B. DIONES, JR.

4 MDAV ROy A. PUENTESPINA

5 PPBR SAMUEL L. GANE

5 ZSPSO ISAGANI D. JUMALON

Petronilo L. Sebastian

1 MDAV JTLC ENTERPRISES

Jesus Larrabaster

1 MIN EMILIO F. BAJA

HONOR ROLL. (FROM LEFT) SMB EVP Teruyuki Daino, ASMs Romeo Laglagaron (GMAS); Oscar Canave (Visayas), Emil Baja (Mindanao), NSM Debbie Namalata, and President Roberto Huang. Baja receives the Top Area Award for Mindanao while Laglagaron and Canave receive Top Efficiency Awards for their areas.

Fore by Force

The indefatigable sales force of San Miguel Brewery Inc. (SMB) has pitched in another historic sales volume record for the company, sealing the previous year with 185 million cases. With a slew of external challenges faced by the company presently and in the years to come, will the San Miguel Beermasters (the new moniker adopted by the unit) once again meet, if not surpass its target this year?

National Sales Manager Debbie D. Namalata (DDN), the first lady to lead the male-dominated sales organization in the history of SMB, has a bold prediction. “It’s difficult but it’s possible. I’m very optimistic. If we believe in it, it will happen,” she said in this year’s SMB National Sales and Marketing Convention.

Consider the impressive track record of her team: increased sales volumes in five consecutive years totalling 19 million cases of incremental sales. That translates to an average of 3.8 million cases per annum – which renders the unit’s volume increase target by end of 2012 attainable – provided the prevailing economic and market conditions remain favorable for the business this year.

However, with challenges such as rising prices of raw materials and fuel, decreasing purchasing power of consumers, more aggressive efforts from competition, and a slower economic pace globally, more is expected from the 800 plus strong domestic beer sales team and its 500 plus dealer partners nationwide.

DDN’s personal formula for success is simple. Think P.R.I.CE., she shared, when asked about her thoughts of the key success factors for the sales team this year and in the next five years.

“Kapag may mga bagay na dapat desisyunan, I refer to this one word...P.R.I.C.E.” She explained that “P” stands for People, R for relationship, I for ideas and insights, C for consistency and E for emotional engagement.

“Before I decide, I ask myself: If I do this, what will happen to people and relationships? Who should I consult for ideas and insights? Can we be consistent in the implementation? Can I be emotionally engaged so I can also engage my people?” DDN expounded.

To get them through their desired destination, the sales team was armed in the convention with a strategic roadmap that plots the plans and programs of the unit not only for this year but up to 2016, hence the convention theme “Mapping out the next five years.”

This dovetails with the SMB’s overall roadmap to strengthen its foundation for future growth so that by 2015, the company is already equipped to enter the new phase of growth amid a highly-competitive environment, as reported by SMB president Roberto N. Huang who stressed the importance of innovation, teamwork, and values in his convention speech.

“We shall work together as one, introduce customer-focused innovation, and promote a high-performance culture that emphasizes excellence, accountability, and merit-based rewards. Napakahalaga ng teamwork sa isang samahan. Kahit anong galing at sipag natin sa trabaho, hindi natin ito kakayaning mag-isa,” RNH said.

He particularly encouraged both the leaders of Sales and Marketing units, DDN and Menlou Bibonia, respectively, to strengthen their collaboration towards SMB’s common goal.

“Your expertise, sound leadership, and undefeated spirit make San Miguel Brewery ONE POWERFUL FORCE that lives on. SMB is fortunate to have great leaders like you I hope that you continue to serve your people, your stakeholders, and our company better by forging a stronger partnership between Sales and Marketing,” he said.

DDN strongly agrees with RNH’s advice.

“With help from national based offices and partner units led by Ms. Menlou Bibonia of Marketing and Mr. Rene Ceniza of Logistics, it’s possible for us to reach our targets. We also need the support of Finance, Human Resources, and the rest of the functions for us to be able to deliver in Sales,” she said.

As Sales is deeply anchored on relationships, DDN shared some words of enlightenment with her team.

“While conventional wisdom dictates that the relationship builder type of employee performs more, survey reveals that it’s the challenger who is the consistent performer.

A relationship will exist if you will contribute an idea to your customer, that’s what a challenger does,” she explained.

Observance of the company’s core values is also her tall order, in support of RNH’s instruction to the team to be guided by SMB’s values at all times while they are tasked to

work cost-effectively in reaching their targets.

“We are building an organization with people of sound judgment. When you are out there in the field, you will have to make a call because things can happen along the way, and that call should be consistent with our company values. That’s why values are important because they serve as our compass... Alam natin kung kelan tayo lalaban. Because we are SMB, we fight using rules of engagement. We have a name to protect,” DDN added. As to her final message to the salesteam: Work hard. Pray even harder that we will be able to deliver our target in 2012.”

The plan has been mapped. It’s up to the force. Donabelle Magcalen writes

THE FORCE IS WITH US. (CLOCKWISE FROM TOP) One-on-one with the NSM; DDN answers tough questions; performance from GMAN salesforce; managers toast to another year of victory; RNH and DDN lead ceremonial toast; CNLA wins Best Presentation.

GLITZ AND GLAMOUR. (CLOCKWISE FROM TOP RIGHT) Atty. Jessica Abrenica, SMB General Counsel Atty. Rosabel Balan, DDN and BTG Manager Rebecca Flores; Fellowship Night; Marketing Team led by MBB Together with celebrity endorsers Aljur Abrenica, Sam Pinto, Lovi Poe and Ely Buendia; Marketing gives cool items to the audience; Mindanao delegates with TPM Manager Bobby Minoza (third form right).

everyday Delight

When we breathe in and breathe out SMB’s core value of Customer Delight, we yield delight for 365 days

How does it go again? Customer Delight (Products and Services Like No Other).

Behind every expertly brewed San Miguel Beer is a valued consumer in mind. We owe our existence to our consumers, to whom we commit to serve with upmost priority, consistency and genuine concern. We remain committed in our desire to delight them with unique, memorable and toast-worthy experiences… We gather few favorite customer delight practices we did in the last 365 days…

1. From the giant iceberg that launched the previous year’s San Miguel Pale Pilsen’s Sarap Mag Babad in Cebu City to the giant beer pyramid in the recent San Miguel Beer Oktoberfest Party in Aseana City in Parañaque, SMB marketing events and promotional structures just kept on getting bigger and better. The scale reached gargantuan proportion in celebrity endorsement when San Miguel Pale Pilsen signed up last February Apl.de.ap, the Fil-Am founding member of the world famous hip-hop group Black Eyed Peas.

2. With super club hit songs “All I Need,” “Dove”, “Flying Away”, “I Don’t Know Why,” Italian singer and musician Moony never failed to electrify the dance floor and charge up our booties. Never mind, if she arrived an hour late for the exclusive interview – who starts the party early anyway? That’s sooo un-cool! The moment she hit the stage, every one went gaga including celebrity chef couple Gino Gonzales and China Cojuangco spotted among the crowd of commercial models, movie stars, and Manila’s prettiest partygoers in one of the most memorable San Mig Light Party All-Night events.

3. How long does it take to build a world-class beer bottling plant? 15 months. That’s how long (or short) it took San Miguel Brewery Inc.’s Santa Rosa Plant to finish— the fastest completion rate based on target among all SMB installations. Why the rush? As SMB President Roberto N. Huang, during its inauguration said: “We can no longer wait to deliver our commitment to serve our customers

by giving them the freshest beer at the fastest time possible.” The Santa Rosa Plant aims at relieving San Fernando Brewery’s Line 2 of its Red Horse Litro while reducing costs of beers supplied to the South Luzon Area. Are there more installations brewing? “Installing more plants in select regions will give our patrons a sense of ownership and pride, with our facili-

ties getting nearer and nearer to their communities,” Mr. Huang added. Sounds like more fun—and beer. Cheers! — toots dela cruz

4. From the previous year’s sleeper top 32, San Mig Light endorser Sam Pinto barged into the top stealing thunder and lightning and everything sizzling and electri-

fying from fave contenders by becoming 2011 FHM Philippines Sexiest in the World. This year, she is set to defend her crown with her SMB family behind her filling up old school ballots, voting online and through SMS with much gusto because Sam is simply more than “Pwede”.

5. La Régalade, the Makati branch of the famous French Bistro by two-star Michelin chef Alain Raye from West Vancouver, Canada, through its executive sous chef Karen Martin whipped up a heavenly six-course meal paired with our Lifestyle Brews of Premium AllMalt (PAM), Super Dry and Cerveza Negra. The dishes which are delicious to pronounce but even more delicious to eat are thoughtfully paired with our upscale brews. For PAM,

it’s Rabbit Rillet with Dijon Mustard and Cornichon as canapes, and Snapper with Rosemary Butter as seafood main dish. For Super Dry, it’s Calamari with Chorizo as appetizer, and Lamb Navarin with Couscous as meat main dish. For Cerveza, it’s Goat Cheese and Pear Salad as starter, and Crème Chocolat as dessert. Yum.

6. Taking a cue from the Filipino’s love affair with billiards, we continued to support big shot sports event like the SMB Oktoberfest

Nine-Ball Open where we saw 2010 US Open Ten-Ball champion Lee Vann Corteza conquering the best of Philippine billiards such as finalist Dennis Orcullo 11-8, the 2011 WPA World Eight-Ball who fought the legendary Efren “Bata” Reyes to the tooth, 9-8.

7. While the annual German Oktoberfest kickoff party in perennial partner Hotel Sofitel imbued us with palpable zest to rub elbows with Manila’s society peeps and expats (a very rare happening), it’s really that time of year when the OpCom big bosses let their hair down, party hard and drink their favorite brew with the Germans, the third biggest beer drinkers in the world (next to the Czechs and the Irish). The chance to drink and get photographed with Azkal’s German coach Hans Michael Weiss was, of course, a welcome bonus.

8. In the sprit of TV phenom’s America’s Best Dance Crew and the chick-flick Step Up, the San Mig Strong Ice extended its reach towards a young market with the launch of Inter-University Dance Crew. There’s a group segment elimination for varied modern dance—breakdance, b-boying, hip-hop, krumping, street jazz, turfing—where the participating groups were cut off to final four. The finalists were then pitted against each other in a crazy dance-off where the crowd’s applause crowns the winner.

9. Last December, the ever popular San Miguel Beer Drinking contest underwent a chic spin with the Elite Beer Drinking Competition where we saw the classy Premium AllMalt, Super Dry, Cerveza Negra—with all its multiple Monde awarded taste—quaffed like air inside the high-rollers’ mall in Resorts World Manila. The top prize, however, was nothing to sneeze at—one million pesos and Star City Cruise with Universal Studio Tour.

10. Is it fate, DNA or simply a ravishing morena beauty in a killer body that made Lovi Poe a second generation San Miguel Brewery endorser through Red Horse Beer? Throw

Corteza also routed 2010 World Nine-Ball champion Francisco “Django” Bustamante 9-4 in the semis.

in Pepe Smith, the ‘70s Pinoy rock icon, and Ely Buendia, the front man of the greatest ultraelectromagnetic pop rock band to date, in one spellbinding carnival trip that is the Muziklaban teaser TV ad and billboard – and you have the coolest, the hottest ad promo incongruity ever.

11. From Balayan, Batangas’ bacchanalian Parada ng Lechon to Boac, Marinduque’s hallowed Holy Week celebration of Moriones Festival, San Miguel Beer and all its rainbow variants were there in the middle of the most colorful of Filipino fiestas and celebrations. A mutual partnership that’s deeply ingrained in our national psyche for more than 100 years, fiestas and SMB products seemingly could not exist without the other.

12. It’s the stuff of soap… opera. Gold Eagle Beer Agilakad nights epitomizes why we still have a strong foothold in the far-flung provinces: nobody knows our customers like we do, their funny bones, their catharsis. Staged in barangay covered courts and plazas across the Vis-Min region, the Agilakad Nights event showcased dramatistas in full costumes with props re-enacting the “Ang Prinsipe Sa Barrio Ipil” storyline—simultaneously broadcast over AM, like the classic tear-jerkers of yonder years. “Ang Prinsipe” is an odd spectacle of comedy, action, drama, enjoyed best with an ice-cold Gold Eagle Beer. And just when every male toting beer starts to wander away from his machismo, enter Gold

think Big, think team

Melanie Peraz-Urate reports on two Business Planning and Quality and Productivity Management winning programs

Aside from rewarding the proponents with cash incentive, the contest recognizes the participants’ function and contribution to the company.

The result is overwhelming. Last year, for instance, the program participation rate almost doubled from 35% in 2010 to 68%.

“E-SIP challenges the employees to go the extra mile to think out of the box and come up with ideas that bring about savings and process improvements,” says Santos. “This program supports the company’s thrusts to foster a customer focused and innovation culture. It provides the employees the opportunity for personal development while propelling further growth of the company.”

Last February, Brewing Technical Group (BTG) led by its manager Mr. Rebecca “Kai Kai” Flores, retained its title as the E-SIP Team Challenge Champion at National Office, followed by Logistics and Marketing, as 2nd and third placers.

The 13-strong Business Planning and Quality and Productivity Management (BPQPM) unit led by manager Lynn Santos, has brought San Miguel Brewery Inc. (SMB) close to Php17 million worth of actual savings in recent years.

“We got everyone involved,” reveals Flores. “And more than the reward, the fact that proposals are acted on quickly encouraged participation in this idea-generation program.”

Winners were chosen based on E-SIP points earned on the number of proposals submitted and implemented, participation rate, and potential savings of the proposals.

Santos says BPQPM looks forward to more proposals this year, encouraging all San Miguel Beermen to think big, think more, and think team like the competitive BTG team.

Eagle endorsers Cesar Montano and Gary Granada who affirm their alpha maleness through song numbers with photo ops. Sweet. Throw in an all-night videoke machine—indescribably sweeter. – adrian de Vera

13. A green world is a happy world. Our four domestic breweries bagged a slew of accolades anew in the annual Don Emilio Abello Energy Efficiency Awards. At this time when energy conservation and wise resource management are the chic corporate bywords, we, at SMB, make it a point to live this creed in our everyday work. As a result, Polo Brewery in Valenzuela City and Davao Brewery in Davao del Sur, together with citation awardees San Fernando and Mandaue breweries, contributed close to Php107 million worth of energy savings last year. Mother Earth chuckles in approval.

14. Two-time Overall Sensory Challenge grand winner Jess Magmanlac of Davao Brewery made a grand comeback after regaining his title in the 2011 SMB Sensory Challenge held last December 2 at the Richmonde Hotel. Magmanlac dislodged the crown from 2010 champ Alvin Manahan who represented San Fernando Brewery after bringing glory to Davao Brewery last year. Magmanlac’s victory in the competition organized annually by the Brewing Technical Group now puts the Davao Eagles one step closer to the Hall of Fame, a distinction given to a brewery for winning the championship in five consecutive

years. Apart from Magmanlac, the equally competitive Rose Ringor of Polo Brewery— who was recently promoted as a brewmaster (joining BTG’s big boss Ms. Rebecca “Kai Kai” Flores as the only female brewmasters in SMB!)—enjoyed the biggest round of applause for finally winning the Beer Flavor category. This year’s match is a definite mustsee as EVP Teruyuki Daino is mulling over the possibility of holding a separate Sensory Challenge where the Japanese winner will face off SMB’s grand champ.

15. Our fellow Beermen from Mandaue Brewery calls it PDA or Principle of Determination and Achievement—a belief that every challenge is a personal struggle, a competition against one self that one can still improve or move up to the next level. This is what makes every delegation from Mandaue a top contender for every competition. Take for instance the dance tandem of Evelyn Ortega and Alexis Tan who was our first SMB Dance champion, who would eventually notched first runner-up in the corporate-wide tilt. Ortega learned dancesport through her seven-yearold daughter. “From the start, I thought that ‘I was too old,’ but then there came an opportunity to represent Mandaue, and I had to shake off that cloud, and rise to the challenge,” said Ortega. “While the practice also gave me time to bond with my daughter; the experience taught us to do our best in every endeavor.” – girlie garces

Credit goes to the Employee Suggestions for Improvement Program (E-SIP), a company-wide initiative that provides a venue for employees to submit innovative proposals for significant improvements in work processes in SMB. Since 2009, a total of 104 proposals have been awarded with actual savings of Php17 million.

In 2010, the BPQPM unit introduced the E-SIP Team Challenge at the National Office to promote E-SIP and boost participation rate.

Basta sa SMB, ocS! (organized, clean, and Safe)

What’s the deal with an organized, clean, and safe workplace?

Everything!

Do you know that an employee loses an average of one hour a day or six weeks every year for time spent looking for information or things in the office?

In an effort to enhance the productivity of employees at the workplace, BPQPM introduced the Quality Workplace program in 2009 at the SMB National Office, with the slogan Basta sa SMB, OCS! (OCS stands for Organized, Clean and Safe).

“In SMB, Quality is ingrained in the total value chain of the company from planning to delivery of our products,” stresses Santos.

“Therefore, maintaining a Quality Workplace

“I commend the BPQPM unit for their ongoing E-SIP program which encourages SMB employees to contribute their innovative and cost-effective ideas for the good of the company,” said RNH during the awarding of the winners of the two programs in the recent SMB Human Resources Congress. “The Quality Workplace Program is also worthy of appreciation. Let us emulate the winners who embody the value of ‘malasakit’ by attempting to make a difference in the company.”

couraging the employees to help the company maintain an office that is reflective of making quality as a way of life and cope with the challenges of limited workspace and voluminous records to manage.”

Every year, QWP expands its coverage through the enhancement of standards and yet, QWP rating at National Office consistently met its targets from 2009 to 2011. This only means that employees are fully engaged in this program.

Manufacturing was again hailed QWP Champion for two years in a row. Brewing Technical Group emerged second while Information Systems Management bagged the third spot.

is something that we cannot take for granted. Less clutter means more organized environment that leads to quality workplace, quality execution and quality results.”

In the words of Quality and Productivity Manager Manager Joy David, “this program, which has a semestral audit, is aimed at en-

Winners were determined based on their average ratings in the semestral audits conducted by the Task Force and QPM using SMB’s established standards on QWP.

“It takes discipline to maintain a clean workplace and it starts with the individual,” said Manufacturing Manager Josefino “Pepe” Cruz. He acknowledged the help of Task Force member, Alice dela Merced, for the successful implementation of the program.

OKS na OCS. Manufacturing head Josefino “Ka Pepe” Cruz receives the QWP top award from BPQPM manager Lynn Santos (left) and QPM Manager Joy David. (TOP PHOTO) BTG manager Rebecca “Kai Kai” Flores receives the E-SIP Team Challenge champion trophy, the second in two years, from Santos and SMB president Roberto N. Huang.

Star techS

They call themselves “people of passion” and “products of excellence.” Read about how engaged our silent heroes from the Manufacturing Unit and Brewing Technical Group (BTG) are. Donabelle Magcalen reports

Factoids: It takes less than an hour for an average beer drinker to finish one bottle of his favorite San Miguel Beer brand in one leisure sitting. Normally, it takes 21 days to produce a fresh batch of beer in the plant. San Miguel Brewery employs 120 years of pass-down technology and experience to perfect the art of brewing our world-famous lager. This tradition of excellence is passed on by our forefathers onto our present brewmasters and manufacturing leaders who keep the legacy alive by constantly improving beer-making standards with today’s technology

The annual SMB Technical Convention showcases the competitive spirit of Manufacturing and BTG, led by Josefino C. Cruz (JCC) and Rebecca S. Flores (RSF), respectively. The event is a venue for exchanging best practices in the breweries and the BTG national office and presenting them in a way that is both creative and delightful.

The proposal that BTG presented in this year’s TechCon is about an alternative system that they describe as the “next generation beer stabilizer.” Through this system, the beer stabilization process is simplified while maintaining the good beer physical stability of our domestic products. This is another proof that the BTG team takes its job seriously, leaving no stones unturned in maintaining the highest quality of our San Miguel Beers.

Polo Brewery discussed how to curb the invasion of non-SMB bottles (foreign bottles).

To address this issue Polo’s team of technicians, engineers, and managers came up with a couple of smart solutions to help increase the efficiencies of its Empty Bottle Inspection Systems (EBI), allowing San Miguel’s oldest existing brewery to minimize production cost while ensuring the quality of its packaging.

San Fernando Brewery impressed the audience with a detailed account on how they rose up to the challenge of 2011 to increase the plant’s overall quality. With their passion for excellence and solid teamwork, the plant was able to enjoy an improved cPQI score of 90.6%, compared with its previous scores of 83% in 2009 and 85.9% in 2010.

Mandaue Brewery narrated its steps in maintaining its certification on cGMP/HACCP or food safety systems. The first San Miguel plant to achieve HACCP certification, Mandaue Brewery concocted what they call “passion mix,” an amalgam of improved efficiencies in Man, Machine, Method, Materials, Mvironment, and Management.

Next, Davao Brewery shared how they were able to maintain the distinction of being the benchmark in terms of energy utilization among SMB’s five breweries. The plant is now a “Hall of Famer” in the Don Emilio Abello Energy Efficiency Awards. For saving more than 5% in energy utilization annually— Davao Brewery is definitely a feat worthy of emulation.

Finally, Bacolod Brewery recounted stepby-step its actions to address the perennial wastewater treatment facility issues. This year the convention was held at a function room in the Manila Diamond Hotel where huge tarpaulins bearing the different

wiNNerS aND awarDeeS

top Brewery SuperViSorS Evan LawrEncE F. SotEco, SAN FERNANDo BREWERy Gary v. MoraLES, PoLo BREWERy cESar t. MiraMbEL, MANDAUE BREWERy bLESSEL UrSULa M. MaGbanUa, DAvAo BREWERy vErnon J. bacoMo, BACoLoD BREWERy

Beer SeNSory challeNge hall oF FaMe DAvAo BREWERy Brewery awarDS

1. Highest cPQI Davao brewery

2. Highest Plant Efficiency (Weighted Average) bacolod brewery

3. Highest Extract Recovery Mandaue brewery

tile prices of raw materials and other supplies, you can still bring down our variable cost by minimizing the consumption of these materials through efficiency improvements. Again, it is important for your team to be more creative, resourceful and innovative,” RNH said.

The challenges from RNH, JCC and RSF who also revealed their respective unit’s objectives for the year, were bravely embraced by the delegates in the commitment setting.

4. Highest Co2 Sold per hL Fermented Mandaue brewery

5. Lowest Cost per Case (small bottles) bacolod brewery

6. Lowest Cost per Case (big bottles) Davao brewery

7. The Green Brewery Davao brewery

8. Brewery of the year Davao brewery

taleNt preSeNtatioN:

units’ battle cry for excellence were unfurled. To start the program, the Opcom, looking many years younger in their denim pants and sporty jackets, welcomed the delegates from the National office and breweries nationwide.

SMB President Roberto N. Huang began the celebration in high spirit. Like a true coach, he commended the participants for their commitment and inspired them to work even harder as one team especially this year when prudent spending across all installations is encouraged.

“This year, I want you to intensify your cost-saving initiatives without compromising quality. Even if we cannot control the vola-

After all, winning is definitely in the blood of Teams BTG and Manufacturing, with Davao Brewery emerging as the highest performer in 2011. Davao Brewery, led by Plant Manager Dante E. Patrimonio bagged the Best Brewery Award, its third in three consecutive years.

RNH added: “Let’s continue to pass on our passion. This is why the world-class San Miguel Beer products that you formulate and manufacture remain the most preferred in the Philippines and other countries. This explains why our beer business continues to exist and grow for more than 120 years now.

And now that our ancestors in San Miguel have turned over the responsibility of manufacturing products of excellence to delight the world, let us all together, with passion: PASS THE EXCELLENCE ON!”

First Place: Mandaue Brewery

Second Place: Bacolod Brewery Third Place: BTG/Manufacturing

BeSt Male perForMaNce: Manny Moreno (MB)

BeSt FeMale perForMaNce: ving Mallari (SFB)

BeSt Male perForMaNce iN a SupportiNg role: Larry Lioanag (PB)

BeSt FeMale perForMaNce iN a SupportiNg role: Alice Dela Merced (Mfg. National Head office)

FLAG-BEARING (CLOCKWISE FROM TOP) Opening ceremonies; consistent Best in Talent champion Mandaue Brewery performance led by plant manager Manny Moreno; San Fernando Brewery plant manager Roberto de Leon and team; Bacolod Brewery presentation led by plant manager Noel Villanueva; and Davao Brewer y presentation led by plant manager Dante Patrimonio.

STAR WARS.(CLOCKWISE FROM TOP) National BTG and Manufacturing team dances to classic SMB TV commercials; plant managers express their commitment anew; another Brewery of the Year Award for Davao Brewery; Ceremonial toast led by RNH, Daino-san, JCC and RSF; and Polo Brewery presents technical paper.

Wonder Flow

It’s official: The Puerto Princesa Underground River has just been inducted in the New 7 Wonders of Nature. San Miguel Brewery Inc. celebrates it with the entire nation. Reinerio Alba writes

Palawan has recently added another feather to its cap of recognitions as the Puerto Princesa Underground River is declared, this time, as one of the “New 7 Wonders of Nature” after months of online voting and SMS voting. San Miguel Brewery Inc. is a proud lone sponsor of its formal unveiling last April 22 where delegates from six others countries and awardees converged in Puerto Princesa Baywalk.

Filipino writer Kerima Polotan had indelibly mused about the “serenity” of Palawan during her 1972 visit. The first time visitor experiences this at once as he passes through the main road out of the airport, specially with the trees coming into view: acacia, ipil, narra, and Royal Poincianas all abloom, meeting the excited necks of newly-arrived visitors like one dreamy garland of calmness one after another. All these, too, are not lost on me, even on this second visit to the city.

Palawan, wistfully referred to with pride as the Philipines’ “last frontier,” is a paradise of 1,700 islands and islets, and is marked archaeologically for the 24,000 year old skull cap of a pre-historic man now popularly known as “Tabon Man” that was found in Tabon Cave in Quezon.

Taking the city tour is always a fitting introduction to the place, a tour which you could arrange with your hotel. This almost always starts with the Crocodile Farm & Nature Park (now renamed Palawan Wildlife Rescue and Conservation Center), then onwards to Binuatan Weaving Center, and the Rurungan sa Tubod Foundation in Abanico Road, Bgy. San Pedro.

As the tour progresses, your mental suitcase starts to brim with Palawan-stamped images: the glass-encased 17-feet-long skeleton of a crocodile named Rio along with deceivingly immobile crocodile hatchlings; Binuatan’s multicolored bags created out of the fibers of buri, mangrove,

vetiver grass, and a weed called “amumuting;” Rurungan’s impressive piña fabrics, wraps and dresses.

Of course, these feasts for the eyes are easily matched later on by a lunch or dinner of the freshest seafood fare to fill one’s belly in any of the tourists/locals-tested restaurants in the area: Badjao Seafront Restaurant, Ka Lui, and Kinabuchs Grill and Bar.

But, hands down, the crowning glory of one’s visit to Palawan is always the visit to the Puerto Princesa Subterranean River National Park, inscribed in 1999 as a World Heritage Site by the UNESCO. Palawan has recently added another feather to its cap of recognitions as the Puerto Princesa Underground River is declared, this time, as one of the “New 7 Wonders of Nature” after months of online voting and SMS voting. San Miguel Brewery Inc. is a proud lone sponsor of its formal unveiling last April 22 where delegates from six

other countries and awardees converged in Puerto Princesa Baywalk.

This inclusion of the Puerto Princesa Underground River in the list of “New 7 Wonders of Nature,” has expectedly resulted to a surge of visitors to the area, prompting the local government to recently impose a carrying capacity of nine hundred (900) visitors a day with guest needing to secure a Visitor Entry Permit (VEP) in advance before proceeding to the park. With permits and arrangements already handled by the hotel as part of the package, off we come sailing down the river, so to speak.

The Puerto Princesa Underground River is located about 75 kilometers northwest of the center of Puerto Princesa City (capital of Palawan), and boasts of being the longest navigable subterranean river at 8.2 kilometers. UNSECO considers it as “one of the most unique of its type in the world” for its many speleotherms, and several large chambers that are up to 120 m wide and 60 m high, along with the fact that it emerges directly into the sea. The underground river (technically part of the Cabayugan River) rises approximately 2 km. south-west of Mount Saint Paul at an altitude of 100 meters, and flows underground for almost its entire length to an outflow into St. Paul’s Bay.

Your visit to the Puerto Princesa Underground River is sure to be made more memorable, like ours, by the well-timed and hu-

mor-filled narrative script that each boatman spouts to his eager passengers as the boat tackles the length of the underground river. The scenario becomes indeed funnier when the next boat gets within a hearing distance of your boat, as you will likely hear again the words that have just been said by your own guide/paddler. Thirty minutes later, you will exit the underground river with a mind filled with memories of stalactites and stalagmites that appear to have morphed into human body parts, vegetables, and even entire human figures, helped largely by the powers of suggestion of the boat guide/paddler.

You beam at the thought that you have just visited this newly-minted Wonder of Nature,

considering that it had to contend with a list of more than 440 candidates in over 220 countries. And certainly, the Puerto Princesa Underground River is in good company with the other “New 7 Wonders of Nature” that include South Korea’s Jeju Island, South Africa’s Table Mountain, Vietnam’s Halong Bay, Argentina’s Iguazu Falls, the Amazon rainforest, and Indonesia’s Komodo Island. And that SMB has been a part of this joyous triumph and celebration.

REINERIO A. ALBA hails from Gumaca, Quezon.

On travel writing, he tips his hat to both Kerima Polotan and Lawrence Durrell. Visit his blog site www.intothebutterfly.blogspot.com.

CAVERNOUS. (CLOCKWISE FROM TOP) Bloomfield’s bass player wowed the crowd; free PPUR shirts for every San Miguel Pale Pilsen purchase; Mayor Hagedorn (3rd from left) with DOT’s Becky Labit, TSM Art Popera, BAC Manager Emilie Gatmaitan, BAC officer Toots dela Cruz, and Territory Sales Supervisor Al Almaro; and the entrance to PPUR; (OPPOSITE PAGE) Puerto Princesa Underground River’s breathtaking sight.

apl a Day

Keeps you coming back for more San Miguel Pale Pilsen. Text and photographs by Walter

C. Villa

the story how apl called her up from london asking for replacement ingredients: he wanted to cooked sinigang for Fergie but he couldn’t find tamarind in any grocery!) then, like any Pinoy celebration, the affair ends with a feast.

“homecoming for me is time with my family, drinking San Miguel Beer with my buddies, my cabalen,” said apl, who always makes it a point to come home during the holidays or holy Week.

it’s a homecoming of sorts for kris who last did a San Miguel Pale Pilsen tV commercial around seven years ago.

“it feels good to be back with my San Miguel Pilsen family, and shooting this tV commercial with apl who has brought so much pride for Filipinos here and abroad,” quipped kris.

“and apl,” kris winked at him, “if you still haven’t heard, i am now officially single.” everyone laughed.

Apl.de.ap’s fly-in stylist

fussed over the Black eyed Peas spike hair with the exactness of a brain surgeon. it’s just seconds before the San Miguel Pale Pilsen milestone tV commercial “homecoming” starts to roll which has brought together the world famous hiphopping, beat rocking allan Pineda lindo Jr. with Queen of all Media and presidential sister kris aquino. after what seemed an eternity of waiting that put the whole production in standstill, staring at apl’s hair, the stylist finally fixed every strand and murmured her apologies.

“it’s ok,” kris assured. “i understand. i do shampoo commercial every three months.”

it’s the first time for apl and kris to work together but they seemed to mesh well like San Miguel Pale Pilsen and sisig, or chicharon, or peanuts. in between takes, kris would help apl with his blocking, holding his arm, guiding him to the right camera angle.

and there are the (juicy) stories: apl told her how he abstained from rice in recent months to shed pounds, kris confessed how she drinks nothing but juju juice in the last week to prepare for this tVc

“Why don’t you wear Spanx?” blurted kris. She began to spill the beans on this popular male singer-host who wears one. they both laughed out loud. not surprisingly, the storyline of “homecoming” is hugely anchored in apl’s life. i starts with cooking, apl’s favorite past time when he is not in the limelight. (his mom christina told

it’S harD to iMagine that the pop supah diva Fergie, the fourth member of the Black eyed Peas and the singer behind the hit song “glamorous” (and its louis Vuitton-blinged MtV), enjoyed Filipino junk food the likes of Ding Dong, Boy Bawang and Wonder Boy so much that she had to buy these herself from the nearby sari-sari store during their one day visit in Sapang Bato, apl’s hometown in Pampanga, last october. But she did – and so did tabo and the iconic Will.i am, revealed christina.

“unknown to many, they are really a super down-to-earth bunch,” said apl’s mom, who isn’t new to the world famous hip-hop group, having lived with them in l a. on several occasions for some time. She could name their favorite Pinoy dish without batting an eyelash:

Fergie – beef steak, taboo – pork sinigang, Will.i.am – adobo and apl – tuyo and talbos ng kamote (on top of beef steak).

From her stories, apl, like most Filipinos, has extended family that goes beyond blood ties.

“every time allan comes home, he brings gifts to every family member – from his brothers and sisters, to aunts, uncles and cousins, even our household helps – which he himself gives,” narrated christina. “he also helps quite a number of aeta families whenever he is here.”

today, apl has partnered with beer market leader San Miguel Brewery inc. and the San

Miguel Foundation inc. to build additional classrooms for five school buildings in Pampanga. after the tVc shoot, he went to cagayan de oro, which was badly devastated by flood waters recently.

“you know, mommy,” kris turned to address christina. “apl seems to forget your real age. yesterday, when i asked him, he said it is 56; awhile ago, it’s 63, and now it’s 58. Ano ba talaga?”

a pl put his arm around his mother and looked at her with knotted eyebrows for a second. t hen, they both burst into one hearty laugh.

talking heads

Donabelle Magcalen shares excepts of recent Samahan interviews with brand endorsers

“…like what i said, sobrang dami ng talent na lumalabas each and every year na parang di na kapani-paniwala Dati pahirapan kahit may talent ka, there is only so much place na pwede mong tugtugan i think it’s also because we live in such an accelerated flow of info that i think it’s easier to write a song now and put it down on a demo. now, it’s easier to record and be seen and heard. that’s the best thing about it.”

“Well, s’yempre proper diet and regular work out.. tamang oras ng pagtulog pero sometimes you have a break di ba? Parang gusto mo mag relax and one way is yung drinking beer talaga, ginagawa yan di lang ng Pinoy kundi ng buong mundo Kapag nag rerelax ako, i usually go to the beach minsan lalong-lalo na sa bar naming kung wala talagang mapuntahan and drink San Mig light kasi magaan lang siya sa tiyan .”

SaM piNto oN alJur aND oN SaN Mig light’S New tag liNe: “looKiNg gooD, FeeliNg gooD”

ely BueNDia oN MuziKlaBaN aND oN toDay’S rocK SceNe:

“Yung Muziklaban lumalaki ng lumaki yan at dumadami ng dumadami ang sumasali Sometimes it really surprises me how much talent is out there. it’s a wonderful feeling na merong mapupuntahan ang amateurs ...for them to display their kind of music, and be given the opportunity that they deserve.”

alJur aBreNica oN haNDliNg popularity aND KeepiNg Fit:

“Being in the industry kasama na yung popularity, malaki siyang responsibility, i’m enjoying it, i love what i’m doing and ang sarap kasi ng pakiramdam na pinaghihirapan mo yung isang bagay tapos yung result, yung lang naman ang pinakahihintay ko yung makapagpaligaya ng mga tao yung maa apreciate nila yung ginagawa mo .”

“We are not really close pa, but minsan nagkikita kami there was one time na nagkita kami i saw him na kumakain in some pizza place and nilibre na rin niya kami i feel very comfortable with him i can do whatever i want parang ok lang hindi ako mahihiya sa kanya “you should be comfortable on who you are… dapat hindi ka nahihiya another thing is confidence. By being confident you can look sexy and you …feel good about yourself.”

MARKET SHARES. Apl.de.ap with mom Christina. (LEFT) The whole SMB Marketing Team. (BOTTOM OPPOSITE PAGE FROM LEFT) Group Brand Manager Erik Riola, RNH, apl.de.ap, Kris Aquino, MBB, and SMPP Brand Manager Joemar Climaco.

Hello San Miguel Beermen!

I always enjoy getting invited to cover SMB conventions where can learn a lot about industry trends, exchange ideas with the participants, gain wisdom from notable speakers, and yes, party hard during the fellowship night (where free San Miguel Beers and free-spirited Beermen come together in one rare occasion!). I also get to talk with guest speakers and exchange business cards with them, which by the way, is something that I encourage everyone to do because networking will prove useful in future projects and partnerships.

In this issue, we are privileged to have a guest columnist, Ms. Christina YapBardos of the popular fashion brands company Golden ABC, whom I met during the recent SMB HR Congress.

Do you have a hard time getting the support of your staff? How do you solve a problem employee? What strategies do we need to take to create a culture of engaged, loyal and productive employees? Read on and learn from these fab strategies that never go out of style.

Fashion Forward

Award-winning HR Best Practices we can learn from Golden ABC

We have always called Golden ABC (GABC) a House of Contrasts. Although we are in the fashion retail industry where fads and creativity are the norm, our management has built an organization that is values-based and at the same time very professional. It’s a constant balancing act where we encourage people to be innovative while ensuring integrity; or where employees are driven to excellence to better serve not only our customers, but our community as well. This kind of culture is piloted by top management, and cascaded to the ranks by our leadership team.

1. Articulate and nurture a corporate vision. The company’s VMV (Values-Mission-Vision) is something that should be alive, lived and pursued. It cannot be just a plaque on the wall for theoretical discussion during planning sessions. Translating these abstract concepts into daily life is challenging when there is a disconnect between the corporate vision and the employees. In GABC, values alignment is an important objective because we believe that when employees understand the direction of the company and accept the manner (values) in which the company has decided to achieve this, they gain a sense of purpose regardless of their job role, and are in essence, engaged. In return, engaged employees become happier and more productive.

2. If you are a leader, then take the lead. Sometimes, because of the things we have to do on a daily basis, managers and supervisors get entrenched in operational work that they forget that they are not just managers, but also leaders. Leadership is about motivation and inspiration. Before we even require our teams to be engaged, leaders themselves must have an even higher level of engagement because you can not give what you do not have. And because of this, GABC management makes it a point to constantly align with our leaders. Our CEO has power breakfasts with senior managers, and speaks at regular leaders’ fora with the sole purpose of aligning the leadership team to the corporate goal and values. How else can they tell their teams to give their best for the vision, when they themselves are not excited about the vision? How else can they show their teams how to do it when they themselves don’t understand the behaviour expected from our values?

Beer cheers

1. Treeplanting led by Manduae Brewery plant manager Manny Moreno; 2. Mandaue Brewery HR summer outing; 3. Fun times at the TPMG Convention; 4. Samahan chanced upon National Logistics Manager Rene T. Ceniza (extreme left) and his sons in the recent PXC 29 mixed martial arts competition sponsored by San Mig Strong Ice. Posing with them is their idol, the “Filipino wrecking machine” Mark Munoz (2nd from left); 5. National HR-oPD Manager Jonnabel Magno was in an underwater date with her husband Rod, a professional diving instructor, when she saw a bottle of the iconic San Miguel Pale Pilsen in this diving spot in Batangas.

3. Give feedback always right away. Ask for feedback always right away.

The GABC office set-up is an open space with no walls or doors. This makes teams very accessible to one another and managers very approachable allowing for quick collaborations. Our office layout encourages open communication which is a must in our industry where speed in decision-making, and corrections, is of the essence. If something needs to be praised, it should be given now. If something needs to be remedied, it should be done right away. This kind of candidness helps give employees ownership of their actions thereby empowering them to do more.

4. Treat employee as total person.

Management is passionate about the concept of holistic development. We recognize the fact that apart from being sales persons, designers, or accountants, employees are individuals coming from varying backgrounds, playing family roles, with different motivations and personal priorities. This has become the basis of our employee engagement principles. We have programs targeted for parents; we have activities targeted for different kinds of enthusiasts. Apart from the company wide activities that we hold, we organize pocket events the whole year round to cater to the different interests of our employees.

5.Find energizers who can neutralize negative people. In any company, there will always be naysayers about the vision, or resistors of the corporate culture, and worse will make their voices heard as loudly as they possibly can. Do not be discouraged by this because you will almost always have more voices who are living testimonials of your culture and values. We know we have reached a certain level of employee engagement when it is our own employees who openly suggest activities and offer to organize them. Last year, we launched GABC Get Up as the corporate brand of CSR. Get Up was borne out of our employees’ zeal for volunteerism. It is unique because the company does not enter into partnerships with foundations unless our employees can be involved in the activity. Our CSR programs run year round and our employees have proudly donned our CSR shirts more than once with no overtime pay and no added benefits for participating. This is the kind of employees we have in GABC.

CHRISTINA YAP-BARDOS leads the Corporate Affairs, Communication and Human Capital Engagement (CACHE) Team of Golden ABC, the home of famous apparel brands Penshoppe, Oxygen, ForMe, Memo, and Regatta. Tina was in the academe (UA&P) for seven years before moving to the corporate world. She travels from her home in Las Pinas to the Quezon City office daily and has been happily engaged with GABC for the past eight years.

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KODAKan is technically dead but why should it stop you from sending your recent photos of Everyday Delight with San Miguel Beer to SAMAHAN. Email dmagcalen@smg.sanmiguel. com.ph. Make sure the photos are hi-res, at least 3x5 inches at 300 dpi. Photo files from 5MP smartphone are accepted, even INSTAGRAM files kaya INSTAGRAMan na !

PHoTo By LEo AMoyAN

PHoTo By JoNNABEL MAGNo

PHoTo By GENTLE MATUANo

PHoTo By LEo AMoyAN

PHoTo By WALTER vILLA

For SeaSonS

I’ve been a beer drinker my whole adult life. I’ve noticed that the older I get, the more the drinking scene has changed.

Of course, my first few experiences of drinking would be with peers – the barkada having a session at home, most often in the shadow of alternately approving or disapproving parents. We’d liven up these sessions by playing our favorite tunes on cassette tape or having one of the group play the guitar with a new wave chord book. Beer was usually San Miguel Pale Pilsen Grande served tagay-tagay style.

As we became worldlier in college, we set out to explore the world around us, including drinking in the small “hangouts” - mostly small mom-and-pop gardens operating within the university premises. We’d sometimes cajole our professors to share a beer with us after school (It was innocent to bring your kindly professor back then, or we were just lucky to have a tame teacher). The beer of choice? San Miguel Pale Pilsen in the amber bottle, of course. Some of the kids would order Red Horse 500, but only because they stay in the school dorms. We of the commuting kind would drink our Pale Pilsen and ride the bus home still awake. When the money was okay, we’d go to a popular venue and drink San Miguel draft while watching cover bands do their thing.

I managed to get a job right after college, and with it, I got some semblance of financial liberty. With money comes the freedom of choice, so not only did we feel free selecting which bar to go, but which beer to drink. We’d be pulling all nighters at the dance club while carrying a bottle of San Mig Light, get serious in work discussions while drinking Super Dry in a jazz bar, headbanging while chugging Red Horse in an underground venue, or playing 9-ball with Pale Pilsen as energy drink at a billiards bar. As paying customers, we’d be critical of the music, the ambiance, the décor, the food, and the appearance and demeanor of the people who were serving us. But as long as they play the music we love, the servers were friendly and shared our musical tastes, and the food and drinks keep coming, we were good. We’d hang around

bars as long as they were deemed cool, and then promptly switched to a better one at the drop of an advertisement.

Of course, married lives and career choices compelled the barkada to drop off one by one. The weekly gig became a monthly meet, then they eventually petered out to “see you when I see you.” Weddings, baptisms, anniversaries, and milestone birthdays became the only available reason to see your friends. Over San Miguel beers, the talk would be centered on how we used to own the world, how we’d go drink every night without fail, and how we fared with the opposite sex back then – when we were blessedly single, had healthy bank accounts, were prescription-free, owned less weight, and possessed a full head of hair. We’d play the records and CDs we collected during our younger days and waxed nostalgic until the wife of the host would ask us to please go home.

At this stage, I still find the time to head out and drink to celebrate the good life. Most bars I’ve been to lately play their music too loud and I don’t have any idea what song is playing or who the artists are. The waiters and waitresses look far too young to be working, and I honestly don’t understand the lights and décor. The food choices take five to six pages of dishes I can’t pronounce or even recognize. Comforting enough, the beer remains the same. Despite the changes in the bar scene, I still look forward to drinking my San Miguel Pale Pilsen, though. Sure, SMB has way more choices to offer than before, but the experience of my favorite San Miguel Pale Pilsen sliding down my throat after a long day of work is the one thing that has remained constant in my drinking career, and this is something I am sure will never change.

Everything changes but thankfully the beer I drink remains the same, James Lopez writes