January 24, 2013, 4:59pm
Lamoiyan Corp., makers of Hapee toothpaste, is expanding its export markets and product product portfolio as it has overtaken the multinationals in specialized dental care products, kiddie and gumcare toothpastes.
Cecilio Pedro, president and chief executive officer of Lamoiyan, in a press conference at the sidelines of the 25th anniversary of the company also said they would pursue exports in order to compete with the multinationals.
The company has been expanding to Russia, the Middle East and the US. Pedro said they may expand products to include treatment for head lice. The company is also looking at mouthwash this year and a and will company said it is looking at new products like mouthwash.
Lamoiyan’s toothpaste brands account for 20 percent of the total P9 billion local market. It produces 4,000 tons of toothpaste a year or 11 percent higher than 2011.
Pedro also revealed that it is looking at Myanmar for a manufacturing plant noting Myanmar could be a good jump off point to neighboring countries like Laos, Cambodia, and Thailand. Myanmar alone has 50 million population.
“We are very bullish for our country,” Pedro said noting it is not only Lamoiyan but all Filipinos.
“The only way to compete with the giants is to be big, as big as the multinationals. Our intention is to go out beyond Philippines,” Pedro said.
He said Lamoiyan has exported to as far as Russia, Europe, Middle East, Asia and even the United States mostly catering to Filipinos and OFWs, make them remember the Philippines.
Pedro said Lamoiyan is now number one in kiddie and gumcare (Gumtech) toothpastes, beating the MNCs.
Kiddie is a small 3 percent share of the company’s total toothpaste sales. Toothpaste accounts for as much as 80 percent of its total sales.
With the theme “Silver” for its 25th year, Lamoiyan also marked its celebration with the signing of a memorandum of agreement with the Philippine Dental Association to continue its partnership for a nationwide dental missions.
Last year, Lamoiyan has conquered 20 percent market share.
“We want to challenge our competitors to provide reasonable pricing,” Pedro said noting that the MNCs sell their toothpaste a lot cheaper in China.
He also said that their price increases have been limited to 2-3 percent only. Lamoiyan toothpaste is also 15 percent cheaper than the MNC brands. (BCM)
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