Philusa Corporation | APEA - Asia Pacific Enterprise Awards

CORPORATE EXCELLENCE

Philusa Corporation

PHILUSA Corporation is a 100% Filipino-owned company that is engaged in the marketing and distribution of fastmoving consumer goods and pharmaceutical products. The company’s vision is to be the leading Filipino-owned company that provides world-class quality and affordably priced health and wellness, baby care, personal care and home care products, locally and internationally, resulting in being a source of pride for its customers, business partners, employees and shareholders. PHILUSA’s mission is to make its main products the preferred brands by the consumers, to develop own globally recognized products competitive in quality and price, to be a well-managed organization that uses the best business processes and latest technology, to provide its employees well-defined, challenging and fulfilling career opportunities with competitive wages and benefits and to be a principled and socially responsible corporate citizen.

PHILUSA competes in both multinational and local arenas. The 62-year old company has achieved market leadership in the categories of cotton and cotton buds (Cleene and Babyflo), wound management (MEDIPLAST), petroleum jelly (Apollo), household deodorizer (ALBATROSS) and cooling gel pad (Koolfever).

It has also successfully launched RHEA Generics, a unibrand of generic medicines developed in partnership with global leaders in the pharmaceutical industry, namely Pfizer, Sanofi, GSK, Otsuka, Merck, and Fresenius Kabi. These game-changing partnerships help Filipino patients to have access to world-class quality and affordably priced medicines.

PHILUSA is driven by its purpose to Touch the Lives of Families anywhere in the world. With its strong family culture, the employees embrace the values of Customer First, Passion for Excellence, Sense of Urgency, Integrity and Malasakit (care for).

Corporate Culture & Company Activities
The employees view the company not only as a successful business, but more importantly, as a company driven by a deeper sense of social responsibility by knowing at heart that its mission is to touch the lives of every Filipino. Based on the Employee Engagement survey that was conducted by an external party, the employees generally agree with all the changes and initiatives happening in the organization in terms of purpose, leadership, relationships, helpful mechanisms, attitude towards change and rewards. They are proud of the company and very much happy with the culture.

PHILUSA contributes to the community by partnering with several foundations for its CSR initiatives such as with Manila Water Foundation’s programs to donate handwashing and drinking facilities to schools and its yearly Global Handwashing Day, World Oral Health Day and World Toilet Day. The company also partners with Mercury Drug Foundation in various medical outreach activities under Operation Bigay Lunas and Bantay Kalusugan. In addition, it supports the Pharmaceutical HealthCare Association of the Philippines Cares Foundation through various donations of medicines and other products. PHILUSA employees likewise voluntarily make financial donations to selected charitable institutions on the company’s anniversary.

Achievements and Impacts
In just five years, from 2013 to 2018, PHILUSA, with its almost 300 employees, had expanded its business more than it had achieved in the 56 years it had been in operation prior to 2013. Its sales grew by more than 50%, outpacing the growth of the market.

The story of PHILUSA is the story of the Filipino family. For generations, families trust brands that offer solutions responding to their needs. Filipinos remain loyal to brands that their families have patronized for years. The company’s products have become one of the most trusted by Filipino families having established its historical relationship from generation to generation for more than 60 years. Its well-known brands to the Filipino consumers such as Cleene, Babyflo, RHEA, MEDIPLAST, Albatross, Apollo and Gleam have become either market leaders or strong challengers in their respective categories. The introduction of RHEA Generics in partnership with the global leaders in the pharmaceutical industry in 2014 supports the Philippine government’s Universal Healthcare Law to provide access to the Filipino patients for high quality medicines at the most affordable price.

To realize its business objectives, the company is focused on building its infrastructure and organizational structure, investing on employees’ capability-building initiatives and implementing talent retention and attraction programs.

Future Direction
The company endeavors to achieve sustainable business growth by strengthening its organic business, launching new products, penetrating other market categories, acquiring new customers, expanding to other distribution channels, forging strategic partnerships and enhancing its presence outside the Philippines.

CORPORATE EXCELLENCE

Philusa Corporation

PHILUSA Corporation is a 100% Filipino-owned company that is engaged in the marketing and distribution of fastmoving consumer goods and pharmaceutical products. The company’s vision is to be the leading Filipino-owned company that provides world-class quality and affordably priced health and wellness, baby care, personal care and home care products, locally and internationally, resulting in being a source of pride for its customers, business partners, employees and shareholders. PHILUSA’s mission is to make its main products the preferred brands by the consumers, to develop own globally recognized products competitive in quality and price, to be a well-managed organization that uses the best business processes and latest technology, to provide its employees well-defined, challenging and fulfilling career opportunities with competitive wages and benefits and to be a principled and socially responsible corporate citizen.

PHILUSA competes in both multinational and local arenas. The 62-year old company has achieved market leadership in the categories of cotton and cotton buds (Cleene and Babyflo), wound management (MEDIPLAST), petroleum jelly (Apollo), household deodorizer (ALBATROSS) and cooling gel pad (Koolfever).

It has also successfully launched RHEA Generics, a unibrand of generic medicines developed in partnership with global leaders in the pharmaceutical industry, namely Pfizer, Sanofi, GSK, Otsuka, Merck, and Fresenius Kabi. These game-changing partnerships help Filipino patients to have access to world-class quality and affordably priced medicines.

PHILUSA is driven by its purpose to Touch the Lives of Families anywhere in the world. With its strong family culture, the employees embrace the values of Customer First, Passion for Excellence, Sense of Urgency, Integrity and Malasakit (care for).

Corporate Culture & Company Activities
The employees view the company not only as a successful business, but more importantly, as a company driven by a deeper sense of social responsibility by knowing at heart that its mission is to touch the lives of every Filipino. Based on the Employee Engagement survey that was conducted by an external party, the employees generally agree with all the changes and initiatives happening in the organization in terms of purpose, leadership, relationships, helpful mechanisms, attitude towards change and rewards. They are proud of the company and very much happy with the culture.

PHILUSA contributes to the community by partnering with several foundations for its CSR initiatives such as with Manila Water Foundation’s programs to donate handwashing and drinking facilities to schools and its yearly Global Handwashing Day, World Oral Health Day and World Toilet Day. The company also partners with Mercury Drug Foundation in various medical outreach activities under Operation Bigay Lunas and Bantay Kalusugan. In addition, it supports the Pharmaceutical HealthCare Association of the Philippines Cares Foundation through various donations of medicines and other products. PHILUSA employees likewise voluntarily make financial donations to selected charitable institutions on the company’s anniversary.

Achievements and Impacts
In just five years, from 2013 to 2018, PHILUSA, with its almost 300 employees, had expanded its business more than it had achieved in the 56 years it had been in operation prior to 2013. Its sales grew by more than 50%, outpacing the growth of the market.

The story of PHILUSA is the story of the Filipino family. For generations, families trust brands that offer solutions responding to their needs. Filipinos remain loyal to brands that their families have patronized for years. The company’s products have become one of the most trusted by Filipino families having established its historical relationship from generation to generation for more than 60 years. Its well-known brands to the Filipino consumers such as Cleene, Babyflo, RHEA, MEDIPLAST, Albatross, Apollo and Gleam have become either market leaders or strong challengers in their respective categories. The introduction of RHEA Generics in partnership with the global leaders in the pharmaceutical industry in 2014 supports the Philippine government’s Universal Healthcare Law to provide access to the Filipino patients for high quality medicines at the most affordable price.

To realize its business objectives, the company is focused on building its infrastructure and organizational structure, investing on employees’ capability-building initiatives and implementing talent retention and attraction programs.

Future Direction
The company endeavors to achieve sustainable business growth by strengthening its organic business, launching new products, penetrating other market categories, acquiring new customers, expanding to other distribution channels, forging strategic partnerships and enhancing its presence outside the Philippines.