Bing Sibal-Limjoco, CFE Director for Membership, Philippine Chamber of Commerce and Industry Vice Chairman, Philippine Retailers Association

Of the top 100, only 2 come from Asia The 2 from Asia are Kumon and Eye Level The rest are US franchises This list is more inclusive List includes European franchises DIA, a Spanish grocery retailer franchise, is in the top 10 This list has only 1 Asian franchise – Kumon

(1) USD 784m (2) USD 309m (3) USD 296m (4) USD 267m(5) USD 113m The best Philippine franchises in terms of gross revenues Source: Top 1000 Corporations in the Philippines

“If we want to compete (with McDonald’s) we have to make sure we at least equal them in all the other attributes. It was a challenge because in advertising, promotion, store look, size, playgrounds, service speed, we ranked lower. We focused on the other attributes one by one. “We did a survey and, aside from taste of food, we were ranked higher by customers in courtesy and service style. Maybe they felt we were warmer…” -Tony Tancaktiong, in an interview with Forbes Asia

 Customer focus  Vision  Spirit of family and fun  Good quality  Location  Good partners  Culture  Marketing Source: Interview with Mr. Ernesto Tanmantiong, Jollibee Foods Corp. President in the Philippine Star

ASEAN franchises can become giants in the industry…

 A Philippine franchise selling flavored French fries  With overseas outlets in Indonesia, Malaysia, Panama, the Middle East, North Africa and the United States  Countries with the highest number of outlets  Philippines – 350+  Indonesia – 45  USA – 30

Success Recipe of Top Franchises The most important ingredient is sensitivity to the needs of the consumers.

Subway is the number one restaurant franchise because it recognizes that serving healthy meals is a growing need of today’s consumers. 7-Eleven is the top franchise in terms of number of outlets because it offers convenience, which is a real need in today’s fast-paced society. McDonald’s is a global icon because it has recognized that today’s consumers want to be pampered no matter what socio-economic class it belongs to and so it upgraded the design of its stores to make its customers feel important.

If ASEAN brands want to succeed in the global arena we have to design products and services that the global consumers want and need.

I am one with the world. I am unique.I want it now. CONCERNEDCUSTOMIZEDCONVENIENT Source: Francorp Philippines

Overseas workers remittance Expanding middle class Diversity of consumer tastes and lifestyles “Mallification” of Asian cities Bulging youth population in South and Southeast Asia Rapid aging population in Northeast Asia and Singapore Widespread use of English The telecom revolution Spread of university education

The ASEAN Economic Community is an excellent opportunity for us to learn how to become more global in our marketing plans and product development.

We have to work together to realize the collective goals of the AEC: To make ASEAN a single market and production base To make ASEAN a highly competitive economic region To make ASEAN a region of equitable economic development And to make the region fully integrated into the global economy

Philippines: -100 million population -English-speaking and service-oriented labor force -Training hub Indonesia: -Largest market in ASEAN (250 million) -Positive consumer outlook Malaysia: -Generous government support to the franchise sector Singapore: -Financing hub -High GDP per capita (USD 55,000) Brunei: -Substantial foreign reserves Thailand: -Geographical center of ASEAN -Gateway to CLMV Cambodia, Laos, Myanmar and Vietnam (CLMV): -The emerging economies of ASEAN

Let us work together to make ASEAN a home to global franchise brands. Terimah kasi!