,Philippines

Rebisco wins at Asian Export Awards 2020

Doowee Donut’s popularity in Myanmar has created a winning export product for Rebisco.

The success of a new product depends on how the company responds to a need. In the case of the Republic Biscuit Corporation (Rebisco), the inspiration to launch a new soft-baked snack is in response to the consumer’s desire to enjoy donuts anytime, anywhere (accessibility and affordability).

Thus, the much-loved Doowee Donut came about. After its successful launch in the Philippines, the product has built an equally impressive presence in foreign markets. For this accomplishment, Rebisco won an Asian Export Award 2020 Snack category in Large Corporate division.

Doowee Donut is conveniently packed in foil packaging and comes in milk chocolate, white chocolate and strawberry flavours. Rebisco expects the snack to become popular not only in overseas Filipino communities but also among the mainstream population of countries where the product is sold.

Rebisco delivered Doowee Donut to Myanmar in 2017 through the company’s Vietnam factory. Rebisco first invested in understanding Burmese consumers’ behaviour so it can identify the right consumer segment and meet their needs by employing a pragmatic strategy— that of making the product affordable by having its size more suitable for the younger market. Additional promotional activities were also mounted to generate interest and trial among this market

Furthermore, the right stores and outlets in Myanmar were identified and the products were made available in display boxes and printed bags on the stores. Once the distribution volume had been established, the company introduced a new set of packaging with Burmese labels.

Overall, Rebisco’s key achievements are the following:

  • Growing the export sales of Doowee Donut 44 times (CAGR of 72%) during the period 2013-2019 and exporting the product to 22 countries
  • Successfully positioning the product in the children’s market, resulting in 13 times sales growth in 2017-2019 and causing the Q1-Q3 2020 sales to surpass the total sales last year despite the COVID-19 pandemic, thereby making Myanmar the top export market of Rebisco
  • Enabling Doowee Donut to be sourced from the Philippines and Vietnam to ensure supply flexibility, especially during unexpected situations like the pandemic.

From being a neighborhood bakeshop established in 1963 in San Juan, Metro Manila, Rebisco has become an international exporter whose products are enjoyed by consumers in Asia and Oceania, the Middle East, Africa, Europe, and the Americas.

For almost six decades, Rebisco has capitalized on its wide distribution network, market research, technology, and product development to contribute to the Philippine economy and society. Its core values include not only excellence and innovation but also customer satisfaction, commitment, and teamwork. Its vision includes exploring new markets; ensuring the availability of products in all distribution channels; developing the capability of people, systems, and the work environment; and constantly upgrading facilities to achieve international standards of quality and cost-effectiveness.

At present, the business operations are complemented by the Rebisco Foundation’s healthcare and education initiatives for the benefit of disadvantaged families in the communities where the company’s factories operate.

Watch the interview below to know more about their winning product:

Join Singapore Business Review community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Meanwhile, a record 583 non-landed homes sold for more than $2m each in the first nine months of the year.
The merger will create a flagship pan-Asia logistics and high-tech S-REIT.
It is followed closely by the identification app SingPass.
The index tracks REITs in the APAC region with higher dividend yields and positive environmental attributes.
Both companies will create training programs to support digital entrepreneurship and digital upskilling for Grab partners.
The deal is focused on M1’s network assets. 
This is a part of the Lion City's bid to become a global maritime knowledge and innovation hub.
Risks, however, are present with the financial troubles faced by the real estate sector in China. 
This comes as more Singaporeans turn to gaming in the midst of the pandemic. 
Retail sector has experienced the “most disruptions” with the changing restrictions.
The company was commended for being a global and regional sector leader in five categories.
The CEO designate said he aims to drive development in the company’s business units.   Gary Ho,  who played an instrumental role in the Initial Public Offering (IPO) of Nanofilm Technologies International Limited, has been appointed Chief Executive Officer of the company.
Analysts said strong leasing activity in Q3 played a factor.
Islandwide prime retail rents saw a dip by 0.6% q-o-q. 
Jardine Cycle & Carriage, Keppel Corporation and Frasers Logistics & Commercial showed the most growth.