PCCI pushes pro-Pinoy campaign

CEBU, Philippines - The Philippine Chamber of Commerce and Industry has intensified its advocacy to promote the Pro-Pinoy Campaign, urging Filipino manufacturers to uphold the advocacy for better and quality product, as well as for consumers to patronize and be proud of Filipino-made products.

In his recent visit to Cebu PCCI president Alfredo Yap said that it is high time for Filipinos to guard its turf and strengthen its hold in the market and promote products that are proudly Philippine-made.

In the forthcoming ASEAN integration Pro-Pinoy advocacy is vital to protect Filipino products from losing its grip in the local competition.

According to Yap, PCCI and the government have an existing program to strengthen the local product makers and improve their quality, packaging, and value chain to well compete with the ASEAN.

On the other hand, PCCI chairman Sergio Ortiz said earlier that the Philippines has already carved its name in the world market--somehow.

"When it comes to the clothing industry, the Philippines handle a lot of prominent overseas brands. As you know, 40 percent of Ralph Lauren's Polo product line is made from the Philippines. There was also a time when 30 percent of the baseballs in the U.S. came from the Philippines. In Hollywood, big films like Braveheart and this Knight movie used swords that were made by SMEs in the Philippines. However, we cannot use these things in branding the country. It is not like we can market Kiwi and things like that," said Ortiz.

According to Ortiz that there is a real need to invest on branding effort.

"We do have some initiatives here at DTI from time to time. We have the "seal of excellence". That is the most that has been done so far. Country branding requires a more collective effort for it to be effectively executed in the international market," Ortiz said.

"Our export products (particularly the processed food items) are not known for their good packaging. The immediate problem we have in that area is that most of our manufacturers and exporters are just trying to keep their head above the water. These manufacturers are more focused on content. The last thing on their list of priorities is an increase in their prices due to improved packaging. That is why we find ourselves in a chicken-and-egg situation. They cannot improve on their packaging, but they have to, and when they do, they have to increase the cost of each product that they are selling to the market. Having a higher price point in a highly price-driven market has the tendency to lower your level of competitiveness. They are, however, trying to improve the quality without spending much on packaging," Ortiz added.

In other countries, the governments subsidize their local manufacturer's yearly expenses. "We do not do that here. It is therefore not surprising when the packaging in places like Thailand is fantastic, even when their products are essentially copied from another competitor. "

Patronizing Pinoy-made product, and upholding proudly Philippine made is one way to win the battle of increased competition once the ASEAN integration will come into play. With 100 million Filipino consumers opting to choose Philippine-made, it will make our country a "star" in the ASEA.   (FREEMAN)