Philippines company targets ASEAN markets

Splash Corporation, the Philippines's top personal care, beauty, health and wellness company, is fortifying its presence in the global market by putting up subsidiaries in select investment countries in the ASEAN.

The firm is now gearing up and channeling its resources to establish a strategic presence in key markets abroad specifically Malaysia, Indonesia and Vietnam after securing its position as a dominant player in the local market.

As its celebrates its 25th year this year, Splash aims to ensure that its leading brands in the Philippines also get a firm foothold in international mainstream markets, which is the key to becoming a truly world-class company.

Splash international operations head Ace Villa-Real said the company will set up its own subsidiaries abroad to make a stronger commercial presence in international markets.

At present, Splash's international operations consist of a network of local exporters, importers and in-country distributors. Villa-Real added that they are now focused on the ASEAN market as there is zero tariff among ASEAN nations.

“We have already established a country office in Indonesia; we’ve set up a trading office in Malaysia and we are in the final stages of setting up our representative office in Vietnam that will oversee our distribution in the Indochina region,” Villa-Real said.

He added that simultaneous efforts are likewise being exerted to tap into potential mainstream markets outside of the region. “But already, we are tapping into markets beyond the ASEAN, at the moment the foundations are being laid out,” he said.

Currently, Splash products can already be found in over 45 countries through formal or informal channels such as in Australia, Bahrain, Canada, Hong Kong, India, Iran, Japan, Jordan, Korea, Kuwait, Lebanon, Oman, Pakistan, Qatar, Saudi Arabia, Singapore, United Arab Emirates, Vietnam and the United States.

“We’re now working aggressively to put a formal distribution structure in select countries where our products are present. Having a commercial office allows us to have more control in terms of distribution, product registration and marketing Splash products to mainstream markets,” he said.

Villa-Real noted that the strength and success of Splash in the international market lies in the global appeal of its products and brands.

“The challenge is not in pushing these brands globally but in localizing the brand while maintaining harmony and staying true to the brands’ equity. Further, International business is highly lucrative and this makes the prospect of exploring other markets very interesting,” Villa-Real said.

Villa-Real is confident that Splash will not just be known as a Philippine brand that went international in the next few years. He believes that Splash will be known as a truly multinational company with world, class brands.