ATS rebrands service

We are all aware of the importance of good branding. A good brand tells the consumer and the world what the product stands for. It encourages customer loyalty. A good brand is therefore a very valuable asset, which in some cases could be worth billions of dollars. Just recently, after having been in the cargo business for close to a century, Aboitiz Transport System launched 2GO, its new brand for all its freight businesses, which includes freight, express, logistics, and solutions. The new name, according to ATS president and CEO Endika Aboitiz, connotes action, precision, speed and passion. The brand is simple, clear, distinctive, Filipino, fresh, and creative. 2GO was unveiled in a colorful staging highlighted with dancers suspended in the air, racing motorbikes, and a Magenta-painted Formula 3 car, symbolizing its promise of action, precision, speed and passion. According to Endika, the journey in search of a new identity has led the group to have a clearer understanding of the transport needs of its customers. 2GO is designed to meet the most stringent deadlines, the toughest requirements, the impossible.It assures a cost effective, streamlined distribution process to reduce service complexity. With a vast network coverage, and a large fleet at its disposal, the company is able to transport containerized and rolling cargo to any destination on time. Endika explains that the company needed a new identity that will support and inspire its direction to integrate and consolidate its resources. 2GO is easy to pronounce, easy to remember and easy to apply visually. It is less likely to be misspelled or mispronounced. 2GO sounds hi-tech, trendy and will definitely stand out in the industries the company is in, he said. And because the company wanted something attention-grabbing, it chose magenta, a most uncommon color used for a brand logo, as 2GO’s signature hue.

Business opportunity

A good brand has also been a key to the success of the franchising business in the country.

"Sport Life," the Philippine licensee of Italian sports and fashion brand FILA, is now offering FILA franchising opportunities for interested strategic partners.

Cris Albert, executive vice president "Sport Life," explains that depending on the size of the boutique and its potential sales, an investment of at least P2 million for three years guarantees regular interest earnings at 20 percent per annum starting at year one.

That’s about P400,000 per year which is definitely not bad, considering that other investment instruments such as time deposits, Treasury bonds and mutual funds will only give you about nine to 11 percent per annum.

On top of the high interest earnings, owning a FILA franchise also includes an incentive bonus if a minimum net sale for the year is surpassed.

Cris adds that the advantage of owning a FILA franchise is that "Sport Life" maintains full responsibility for the management of the FILA boutique. The franchise owner need not worry about inventories and operational concerns because "Sport Life" will be on top of everything so he gets to learn the ropes of the retail business and have hands-on experience while enjoying the full benefits of the investment.

The company recently inaugurated the latest in a string of FILA boutiques that are set to open by 2005. The newest FILA boutique is located at the East Wing of the Robinson’s Galleria Mall in Ortigas Center, Pasig City.

About 20 more new stores will be opened nationwide this year, including in key growth areas such as Cebu, Davao, Bacolod, Iloilo, Lipa, Angeles, Cagayan de Oro, Pampanga, and Dasmariñas. The aggressive expansion plans are aimed at strengthening FILA’s presence nationwide by increasing brand visibility and enhancing product availability to a growing market.

FILA is one of the three leading European brands of sports and leisure wear in the world and has retained its position among the country’s top five foreign brands that enjoy strong positions in the market.

FILA has always been associated with alternative sports such as motor racing, golf, sailing, and polo. What most people don’t know is that FILA has always had a strong presence in racquet sports. The growing interest in badminton and various fitness training programs is the key driver for "Sport Life’s aggressiveness in promoting the healthy active lifestyle embodied by the FILA brand. They have recently introduced the new FILA endorsers who represent almost everything that the active lifestyle stands for, including Bianca Araneta for fashion, Ana Bitong for theater and the arts, Pepon Morave for motor racing, and Chase Tinio for tennis.

If you want to own a FILA franchise, you can call Ruth Ang at tel. nos. 892-1477 or 892-1471 to know more about it.

From the readers

"May I reply to your column dated Oct. 20, 2004 on the matter of LRTA’s alleged procurement of an overpriced grinding machine, subject matter of a complaint by a certain Roberto Gualberto before the Ombudsman:

1) I am no longer the LRTA administrator having resigned from said office last Jan.5.

2) Gualberto is out on bail and is the accused in Criminal Case no. 03-2754 CFM for libel entitled "People vs. Gualberto" in Brand 117, RTC Pasay City, which will go on trial on Nov. 25.

3) The case in the Ombudsman has been filed on June 24, 2003 and is awaiting resolution from said office.

4) Contrary to Gualberto’s allegation, I had not approved the variation order for the purchase of the grinding machine nor has LRTA purchased the same. In fact, LRTA has not paid a single centavo for said machine. In its legal opinion no. 106, series of 2003, dated July 1, 2003, the Office of the Government Corporate Counsel declared that LRTA has no liability for said grinding machine.

5) The filing of a motion for leave to file supplemental complaint-affidavit 16 months after the case was initiated is a leverage play to cause the withdrawal of the criminal case for libel against Gualberto. Besides, Emilio Maloles‚ affidavit is based on unverified scribbled notes to which I had no participation whatsoever.

Thank you for giving me a chance to explain my side." – Teodoro B. Cruz, Jr.

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