Pioneering cola brand strengthens sales force

MANILA, Philippines - The true measure of an organization’s success is its people — when it has employees working together to achieve a common goal, and management is able and willing to support all their needs.

This is particularly true for RC Cola, the phenomenal American softdrink brand that has enjoyed immense success in the Philippine market. First introduced in the 1970s, it regained popularity among Filipinos after almost three decades thanks to the combined efforts of an entrepreneurial group of friends who are all marketing and manufacturing experts in their own right. 

ARC Refreshments Corporation, RC Cola’s exclusive licensee in the Philippines, has wisely invested in an energetic sales force, adequately equipping its people with all the right tools and values so they may keep up with the ever-changing needs of the industry.

It recently held a sales rally at the PICC dubbed “RC Cola 300: Rise of the Leaders” to further strengthen the company’s workforce — empowering them to make the right decisions, enabling them to envision the future so they may blaze new trails, and allowing them to execute each plan to perfection.

Gerry Garcia, executive vice president and chief operating officer of ARC, said, “Now more than ever, with the merger of our operations and manufacturing divisions, we will be more than ready to face the battle ahead of us,” he said. Garcia encouraged employees to continue upholding the culture that has brought the company to where it is now — one that keeps looking for ways to improve and one that does not remain complacent despite what they have already accomplished.

Further acknowledging the company’s people as its greatest asset, an awards program called the “Lapu-Lapu Award” was also launched. The award seeks to give further incentive to members of the sales team who, just like the brave Filipino hero after which the recognition is named, have risen to the challenge of battling the company’s rivals.

Selected salesmen as well as national distributors will be honored for their exemplary contributions to the company in terms of product compliance, distribution, and volume. “We are now passing the torch to a new leadership, to sales people rising from the ranks who could be the most suitable leaders since they’re the ones directly dealing with our customers in the field,” explained Garcia.