Firande: Celebrating 10 years in the Philippines

It feels like only yesterday when Electrolux re-entered the Philippine market in 2002. We have always kept true to our “Thinking of You” philosophy and 10 fruitful years later, Electrolux Philippines has now developed into a trusted brand and has expanded its reach to major retail stores across the country.

We celebrate our success, people, life and innovation

We had humble beginnings, selling only a handful of products when we started. Our presence was hardly felt in the market then.

As ambitious as it may sound, a decade ago, we said we were going to pull this company up and soon, we would be one of the key players of this industry.

True enough, we saw growth year after year, and today, we are the only appliance brand in the country that offers a complete line of home appliances – from refrigerators, washing machines and cooking appliances to air conditioners and small appliances.

I believe our reliable and loyal employees have a lot to do with our success. I am a proud witness to this, being among the pioneers. In fact, I am the 15th employee of Electrolux Philippines.

I entered as a marketing manager in February 2002, just before our corporate launch in April of that same year.

After two years, I became the channel manager for key accounts and eventually, I became sales director. In December 2008, I finally landed the post of general manager, the first Filipino and first female head of Electrolux Philippines.

Even before I became general manager, people were already calling me “Mamu.” It caught on, so much so that even people older than me and our extended Electrolux East Asia family started to call me “Mamu” as well.

I have fully embraced the role of being a mother to everyone because it humanizes my position and reminds me that I do not function solely to meet the financial objectives of the company.

I am here to look after my children and the families of my children. I am here to ensure that they are fulfilled, have opportunities for career advancement and that with their job, they are able to provide for themselves and their family.

Because of this culture we have fostered, there is a lot of respect – not just for me but for everyone else, which has translated to increase in the value of work and outputs. One’s failure is the group’s failure so we take it on ourselves to help each other rise when somebody falls.

In the same way, we consider an individual’s success, may it be personal or professional, as the group’s success.

Many have asked me if this approach works in a male-dominated industry. I say it may be an arena where more men are employed but it certainly is not impossible for a woman to take the lead.

My approach may be different, putting a lot of heart, transparency and bond in the workplace, but that does not mean it is any less effective.

At the end of the day, everyone – including men, needs a mother. And I would like my employees to be assured that they have one in me.

Photo shows a saleswoman placing items for a picture on display in an Avon store in New York. Avon Products Inc. says it has tapped one-time Johnson & S. McCoy as its new CEO as the beauty products company looks to regain its over the post from Andrea Jung, who will stay on as executive chairman. AP

The inspiration that we draw from each other drives us to be a source of inspiration outside our company as well. We undertake special projects that utilize our resources and expertise so that we are able to lend a hand to those in need. One of our earlier projects was “We (White-Westinghouse and Electrolux) Care” where we donated appliances to orphanages and charitable organizations for them to experience our products firsthand.

We also sponsor grants to top students who qualify to join Design Lab, an annual global competition that encourages industrial design enthusiasts to create home appliances of the future.

At present, we have the longstanding and award-winning Washing Marathon Advocacy where we collect clothes to wash and donate to victims of fire and typhoons from Ondoy to Sendong.

Indeed, to those much is given, much is expected. We are fortunate to be at this stage when everything seems to be going uphill, but this is no reason to be complacent as we strive for excellence.

The challenge I pose to our team is how we can outdo ourselves as individuals, as innovative leaders of Electrolux Philippines, as Filipinos and as global citizens.

We will continue to be relevant locally and internationally

Notwithstanding, we also had our fair share of struggles. The global economic crisis has stifled the growth of the appliance industry in the Philippines, and with added factors such as the La Niña and El Niño affecting the seasonality of the products, fighting the downturn head-on was not an easy task.

Nevertheless, the market dynamics of consumers have not changed. Households still change their worn-out appliances with new ones. Home renovations happen all the time.

And home improvement stores are sprouting. These are some positive indications that we can pick up and capitalize on.

In the network of Electrolux worldwide, East Asia including the Philippines has been growing steadily with double-digit percentages for three years in a row.

We have maintained our offensive stance as our US and European counterparts defend their position.

Being able to exceed our initial sales target, our forecast is that the Philippine market’s contribution, with all the support we get from our valued consumers, shall be sustained.

Firande toward the future

When I was offered the general manager post, I was initially hesitant. I am already a mother to two kids and to be a mother to a few hundred more, 11 of whom started with me a decade back, is an overwhelming responsibility.

But seeing where we are now only reaffirms that I made the right decision albeit the tradeoffs and many difficult choices I had to make.

Firande means celebration in Sweden where Electrolux traces its roots. Truly, there are so many reasons for us to celebrate today.

But we know that this is only the beginning. In the days, years and decades to come we will only be better and stronger. Electrolux Philippines’ and my personal promise is to never stop thinking of the Filipino consumer.