Monday, September 08, 2008 Scent maker sniffs out big market in Cebu, launches local dealership
THE fragrance manufacturing and distribution industry has not been affected by current economic conditions in the country.
Michael Yao, general manager of Manila-based Buy The Liter, said the company was even able to double its sales last year over 2006 figures.
He told a news conference yesterday that sales of Buy The Liter—which manufactures and distributes personal and household care products—grew as the company has been able to tap the high-end market.
“(Those in) the class A market now wear branded scents only for special occasions,” he said, adding that those who belong to this market segment use less pricey fragrances—like those from Buy The Liter—for day-to-day wear.
Yao was in Cebu to formally launch the Cebu franchise of Buy The Liter, operated by Samuel Tan of the Castan Commercial Group Corp. (CCGC). CCGC holds the master license for Buy The Liter in Cebu.
The Cebu franchise is also the fourth franchise to be opened in the country this year. Yao said Buy The Liter had helped launch franchises in Puerto Princesa, Ormoc and Tacloban earlier.
Buy The Liter is also in talks with prospective franchisees from Bacolod, Iloilo and Davao.
Since the company opened three years ago, Buy The Liter already has 12 franchisees nationwide, with two company-owned outlets.
Yao said the company has “big” expectations in Cebu as the province is a large market.
Among the product lines sold by Buy the Liter on wholesale and retail bases are fragrances; hair, facial and body care products as well as items for household maintenance and car accessories.
Buy the Liter imports raw materials from Switzerland. It maintains a manufacturing plant in Quezon City.
Yao said the company also offers opportunities for micro-entrepreneurs.
With an investment of P450 to P1,200, an individual—student, homemaker or anyone who wants to make extra money—can avail himself or herself of a product kit that can be re-packaged and re-sold.
There are four investment kits to choose from: the “Student Kit” at P450, the “Starter Kit Jr.” at P699, the “Nego Soap Kit” at P800 and the “Starter Kit” at P1,200.
“We have various sizes and types of packaging available and we can also print labels,” Yao said. He added that most of the dealers put in as much as 50 percent to 100 percent mark-up on the products they re-sell.
But Yao said Buy the Liter provides suggested retail prices to guide dealers.
Buy the Liter also welcomes dealers who want to customize a particular scent but these have to be ordered with specific volume.
Since the company targets micro-entrepreneurs, Yao said the company will absorb most of the operating cost of the dealership business so that prices will remain “friendly” to customers. (DME)
