Budding entrepreneur finds success in cola dealership

CEBU, Philippines - In 2006, 47-year-old Emmanuel Aguila was tinkering with the idea of starting a dealership of RC Cola, then unheard of in their area in Madapdap, Mabalacat, Pampanga.  “Mahirap yan, pare.  Doon ka na lang sa mas kilala, mas sigurado,” said a friend who was a dealer of an established cola brand. The faint-hearted would have relented hearing these words, but Aguila being the resolute businessman would have none of it.

“He didn’t have the courage to take a risk, so I decided I would do it alone,” said Aguila of his friend.  The surrounding community was one of the resettlement areas built for the survivors of the lahar flow caused by the eruption of Mt. Pinatubo in June 1991. With the captive market, he felt it was ripe for the business he had in mind. Starting with an initial delivery of 20 cases, Aguila personally went from one sari-sari store to another to introduce the new cola brand which he believed was not only of good quality but more importantly, reasonably priced.

It was hard at first, he recalled, because store owners were hesitant to take in a new product. Not one to be disheartened, he talked to the retailers to just try getting a case or two of the beverage and see how it turns out. He even agreed to lending the bottles, even if that meant a part of the capital will sit frozen for a while. “Bukod sa kailangan mong sumugal, kailangan din na makisama ka, importante iyon, para makumbinsi mo silang subukan ang produkto mo,” explained Aguila.

It didn’t take long before his efforts began paying off. The demand for the cola brand increased and in no time, he was dropping 200 cases of RC Cola in nearby stores. This early win drove him to take a chance at increasing the volume of his delivery. At present, he delivers 1,000 cases daily, with the demand going as high as 2,000 cases in the summertime, and covers 365 stores in the Mabalacat area. The man who used to drive a tricycle around their neighborhood peddling his goods now employs a dozen people to help him with the day-to-day operations. Most importantly, he now utilizes two forward trucks to ensure orders are delivered on time and in the right quantity. “Kahit papaano nakapagpundar na rin. Nakapagpatayo ng bahay, nakabili ng sasakyan, nakapagpatapos ng anak. Malaki ang naitulong ng RC Cola sa amin,” said Aguila, beaming with pride.

A large part of the success of dealers like Aguila is due to the personal and dedicated support of ARC Refreshments Corporation (ARC), the exclusive manufacturer and distributor of RC Cola in the Philippines. Aguila recalls that representatives of the company have always been quick to attend to his requests. During the peak season, they are prompt to send in additional stocks to meet high customer demand. Aguila, on his part, knows it is important to do the rounds among the retailers and keep supplies in check. To avoid store owners letting the competitors come in, he makes sure to provide for their needs—meaning the retailers don’t run on empty, he said, citing an effective management lesson he has put into practice. It also helps that ARC allows marginal distribution, meaning it does not hold restriction over other dealers servicing his area and acting as reinforcement when the need for more supplies arises. 

Dealers like Aguila perhaps share such strong affinity with the product they sell, because the proponents of RC Cola themselves are no strangers to humble beginnings. In 2002, a group of businessmen had a vision to make their own mark in the lucrative but cutthroat beverage industry in the country. They formed ARC and brought RC Cola’s trademark of quality and affordability to the local shores.

Twelve years into the business, RC Cola has captured a loyal and steadily growing consumer base, catapulting the once fledgling cola brand to the ranks of major market players in the beverage industry.

Understanding how it means to start small, ARC finds itself in the best position to create business and employment opportunities all over the country for the most ordinary of Filipinos. The numerous stories of people whose lives ARC has changed definitely brings the concept of success to a whole new level. (FREEMAN)