University of Southern Philippines Foundation

School of Business and Management

Service Culture Components

Sales and Distribution Industries

R. Agon, M. Al-Mesbahi, J. Aron, M. Po, C. Sabal

BUS 108 - Service Culture
SELECTA
 I. Company Profile &
Mission/Vision Statements

James Aron - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
About the company

● Selecta is a Filipino dairy products brand owned by RFM

Corporation.
● Its milk business is operated by RFM Corporation.
● While its ice cream business is operated under a
joint-venture with Unilever Philippines, Inc. (known as
Unilever RFM Ice Cream, Inc.)

Selecta’s Ice Cream business will be

the focus of our presentation.
 We talked to Selecta’s

Moca Charity Cañal

Key Customer Supervisor for
Bakeries (National) and Supermarkets (Local)
Vision
Unilever RFM Ice Cream Inc. sees
itself winning stomachs and hearts
to become the world’s preferred
pleasure food.
According to Ms. Cañal, Selecta’s Mission involves three things:

● Passion for exceeding the expectations

of consumers
● Unwavering dedication to quality
● Unrelenting quest to improve itself
through its innovations
Selecta’s Current Goal
“We have recently achieved our
goal of becoming a 15 billion peso
company. So we have a new
goal, which is to become a 20
billion company by the year 2020.”
-Ms. Cañal
Selecta’s Strategy

As shared to us by
Ms. Moca Cañal
“Being GLOCAL is our strength.”
-Moca Cañal, Key Customer Executive
II. Leadership & Purpose

Claire Sabal - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
 “Mr. Concepcion has been the
head of Selecta since the
beginning. He has been our
CEO for 25 years...Selecta has
been around for 25 years.”

DID YOU KNOW

Concepcion is the Presidential Adviser for
Entrepreneurship in the Duterte administration.
Jose Ma. Concepcion
CEO, RFM Corp
Managing Director, Unilever RFM Ice Cream, Inc.
Ms. Moca Cañal shared with us
Selecta’s Purpose Manifesto.
“The world could use a lot more happiness.
Well, we can start with one person,
One scoop of ice cream at a time.
It can be as simple as bringing home a tub of ice cream
To our family, or giving a cone to a crush.
It can also be as big as helping complete strangers
In places we’ve never been to.

At Selecta, we know a thing or two about making people happy.

And if there’s one thing we’ve learned,
It’s that the more you share happiness,
The more you feel it.”
According to her, there’s a shorter version of their manifesto...

Selecta. Share happiness.

III. Products and Services

Mokhtar Mesbahi - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
Unilever RFM Ice Cream Inc.’s Global Brands
Local Brands
IV. Delivery System

Mokhtar Mesbahi - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
“Selecta is present in over 23,000
stores nationwide.”
North Luzon - Over 4,100
South Luzon - Over 4,400
Visayas - Over 4,400
Mindanao - Over 3,800
NCR - Over 6,600
“We have strong logistical capabilities
and servicing.”
19 depots
450 delivery trucks
48 hour delivery capability
98.9% service level
“In my opinion, one of the main contributing factor of
Selecta’s success is our strong logistical capabilities.
We’re the only ice cream company in the Philippines that
can deliver to islands and islets.” -Moca Charity Cañal
 Training

Myles Po - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
● Orientation for new
employees
● New Hires Sales Training
● Lectures on new trends
● iLEARN - Ice Cream
Academy
Orientation
“Every employee went through orientation
when they got hired. The orientation is
where they get introduced to the company,
their department, and co-employees.”
New Hires Sales Training
“The sales training is a month long. It’s a
combination of classroom type lectures and
field exposure. We have a mentor-mentee
program; it’s similar to job shadowing.”
“iLearn is a twice-a-year
training and development
program for sales and
marketing employees. It is a
national event that lasts for
two days. The focus of the
program is to brainstorm for
new ideas and share the
best practices in interacting
with customers.”
VI. Motivation and Rewards

Raybon Agon - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
Major motivational factors
● Employees are well-compensated
● Sales team enjoy incentives whenever they hit their quotas
● Yearly performance bonus assessed through KPIs (Key Performance Indicators)
● 13th Month bonus
Other employee benefits
● HMO (health insurance)
● Birthday incentives & leaves
● Company issued car, laptop & phone (sales team exclusive)
● Free goods (ice cream and supplies from other Unilever brands like shampoo, etc)
Other employee benefits
● HMO (health insurance)
● Birthday incentives & leaves
● Company issued car, laptop & phone (sales team exclusive)
● Free goods (ice cream and supplies from other Unilever brands like shampoo, etc)
VII. Employee Roles and
Expectations

Raybon Agon - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
Departments
● Human Resource hiring, employee
relations etc.
● Accounting focuses on day-to-day
flow of money
● Finance budgeting, planning for
future growth, manage assets and
liabilities
● Logistics distribution, delivery,
storage and control of products
● Sales and Marketing includes
research and development, pricing,
customer service, sales and
communications
VIII. Policies & Procedures

Vincent Maquilang - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
“Every department has their own policies and
procedures. New hires are exposed to their respective
department’s policies and procedures during the
orientation.” -Moca Cañal, Key Customer Supervisor
[We were told by Ms. Cañal that Selecta’s policies and procedures
are confidential, but she gave us one example of their most
adhered-to policy:]

Logistics officers are to immediately

report to their managers whenever there’s
a failure or delay to meet a scheduled
delivery.

[It should be noted that not divulging company policies and

procedures is one of their policies.]
IX. Management Support

Vincent Maquilang - Sales and Distribution

BUS 108 - Service Culture 1:30 PM to 3:20 PM
“Managers are always within
reach by our front-line sales
team.”
Selecta’s management support:
● Daily huddles
● Open-communication
● Key Performance Indicators
● Employee assessment
● Employees are encouraged to share
ideas
Documentation
 This is the last slide.

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