Celebrity, coach inspire by example

SUMMONING the same electrifying ambiance at ultimate fighting champion matches, Asiawide Refreshments Corporation (ARC), bottlers of RC Cola in the Philippines, mounted a pep rally for its Luzon sales and distribution force at the PICC.

Amid high-energy cheering and chanting by participants, and their own pulsating performances that referenced robots in combat, the event was primarily an occasion to reflect over the company’s progress in a competitive soft drink market that distinguishes top players by their stick-to-it-iveness, diligence, and right strategy.

Key executives of ARC, led by EVP and COO Gerry Garcia, and the Atlanta-based mother company, Royal Crown Cola International, represented by managing director Francis Lamprea welcomed the brand's valued sales people who consolidated and exchanged ideas at the conference.

One of the most applauded speakers of the day was Marvin Agustin, who shot to fame in local showbiz and later on made giant strides in culinary and restaurant management, the concert producing circuit, and other business ventures.

In his first speaking engagement, he talked to the RC Cola people about rising above one's circumstances.

Agustin recounted his humble beginnings that resulted from a family crisis and how, through all these, he resolutely accomplished his role without complaints, whether that meant helping his mother sell longanisa, waiting on tables, or dressing up as a mascot in his middle teens.

He learned early on that solutions and opportunity are on the other side of problems. Referring to his experience in acting, where he is best known by the mass market, he said, "Life is a series of performances," highlighting the importance of daily habits of diligence and capacity-building.

Another speaker who espoused the virtue of resilience was the rookie coach of the Philippine Cycling Team, Carlo Jazul. He presented the athletes that brought honor to the Philippines with their haul of two gold, two silver, and four bronze medals in last year’s Southeast Asian Games, despite drawbacks and doubts.

To maintain their winning form, members of Jazul’s national team are joining Ronda Pilipinas in May under the banner of RC Cola, which is proud to sponsor cyclists of the Philippine team’s caliber and stature. Jazul promises to replicate the derring-do that characterized the group’s record performance at the SEA Games.

RC Cola in the Philippines is itself a story of stretching beyond one’s reach. Nine years ago, ARC was a fledgling licensee of an almost century-old US beverage that dared to participate in a market dominated by cola giants. Today, it is recognized by RC International as one of its most important bottler.

During the sales rally, the ARC sales staff’s pride in their achievements was palpable, such that the PICC function room took on the spirit of a stadium.

The Central Luzon Transformers garnered first place and a cash prize for the group’s creative and futuristic interpretation of the battle for cola supremacy. Performance awards were likewise handed over to the regional sales clusters that included the Northern Luzon Androids, the Eastern Luzon Terminators, and the Southern Luzon Destroyers.

Sustained growth driven by high customer trust is the objective of every business. But in a challenging market like the Philippines which is broken up into islands, "taking the battle (for market share) to the next level entails working as one team that delivers goods and services in respective sales areas seamlessly around the island (Luzon) and across the archipelago," said Garcia. "We are rallying our people to view their personal and professional contexts as part of a larger arena of teamwork, which is nation-building."