Philippines Edition 2 Mang Tomas
MANG
TOMAS THE MARKET Southeast Asia Food. Inc. (SAFI) manufactures and markets Mang Tomas Sarsa (sauce), the most popular all.around sarsn in the Philippines. Originally conceived as a dip for lcchon (roasted pig), over the years consumers h:wc discovered that its unique navor is perfect as an added condiment to many other Filipino dishes. Mang Tomas Snrsn provides the perfect balance in taste that the Filipinos demand , giving a hint of spicincss. offset with subtle sweetness. This sncccss is rcnectcd by the fact that Mnng Tomas Snrsa enjoys a lion's share of the meal sauces market. In spite of this unassailable market position, growth
is still realized, as more consumers diseo,·er the benefits of adding the sauce to theirtraditional dishes to achie,•e a deliciously unique Oavor. The popularity of Mang Tomas Sarsa is also continually rising overseas. Currently, Mang Tomas Sarsa is exported to the United States of America. the countries of the Asia Pacific Region such \JS Guam, Singapore and Saipan. as well as Europe and the Middle East. Export volume has grown threefold in the past 9 years.
ACHIEVEMENTS From its humble beginnings in the late 80's when it produced just 100 cases per month, Mans Tomas Sarsa has now reached a monthly production of more than 50,000 cases, and is still growing. From a small
company, Mang Tomas is now a proud member of the NutriAsia family, with its roster of market leaders and popular brands such as Datu Puti. UFC, Papa, Jufran. Mafran and Heinz.
HISTORY The company was fom1cd in the late SO's by ~Ieman Reyes. In those days, Manila had a mnnbe1· of small independent "lechon houses". Each of these houses prepared their lcchon sauces with their own recipes. One such business, "Aiing Pitang" located in Quinpo, did not enjoy great popularity, yet Hernan Reyes believed that the thick, rich sauce they offered with the cooked meat was the best in town. Purchasing the recipe, Heman Reyes set up a small manufacturing plant. He named the product a ncr a very succcssfullcchon house Mang Tomas that was situated in Sta. Mesa, Manila. Many years later, in order to gain exclusivity 10 the name, Southeast Asia Food Inc. purchased this lcchon house, as Mang Tomas Sarsa had become much more famous than the lechon house. In October 1991, a group of Philippine businessmen engaged in the manufacture and distribution of food products, specializing in condiments, began to bring together several smaller manufacturers by both merger and acquisition under Southeast Asia Food Inc., which Inter became an integral part of the NutriAsia group of companies. Mang Tomas also introduood other products such as a hot and spicy variant of the sarsa for consumers who preferred a slightly "honer" sarsa. Mang Tomas also introduced Mang Tomas Adobo Mix to allow busy housewives to conveniently prepare the Filipino favorite, adobo.
THE PRODUCT
f
60
Mang Tomas was originally conceived as a sauce specifically for lechon, the king of dishes among Filipinos. The result is a sauce that is sweet, spicy, sour and salty, a combination that livens the palate and enhances the taste ofmeat. It was the consumers themselves who discovered that the very same sauce was as superb accompaniment to many other type$ of food. As a dip, Mang Tomas enhances the Oavor of licmpo, leehon kawali, pork chop, squid balls, lumpiang shanghai. and daing na bangus among many others. Consumers are also starting to discover that Mang Tomas Sarsa added navor not just for cooked meat, but also in cooking fish and other dishes. Mang Tomas adds
Lagyan nito.
t~
; •.
'P
~"
...&_ano lalagxan ng Chalap~
Rice?
The Everyday All-around. Pampagana.
r.,.. •.
-'•-I')'OIIf l..ll!UI Key. ,,.!Nf... IW.,. J..t ,lt.,..c: ~... .,......,..., 1w-... ........_,. ·J...t.l.• ..a.~ ~·~
ftoU!flolfOl ,.,....,;._, ",.,..1 ..t ..-.J..~ k.anl!(-t.mp«!f
,._...tr,..,. ~ ,.........,. ..L ..,,.,.: ~ 1..4".
a distinct flavor to everyday dishes such as adobo, ehopsuey, kaldereta, binagoongan and kare·kare. As such, the sauce is now an essential ingredient in the kitchen and on the dining table.
RECENT DEVELOPMENTS The product was recently renamed Mang Tomas All Around Sarsa to embody the product's versatility as a
dip for roasted and fried dishes, as well as a cooking ingredient for everyday dishes. The company has also developed au advertising campaign to inronn COI\Smncrs ofMang Tomas All Around Sarsa's versatility. Recipes using Mang Tomas Sarsa have also been developed to demonstrate its indispensability as a cooking ingredient. These recipes arc distributed through on-pack merehandising and print ads. As part of this promotion, Mang Tomas All Around Sarsa also sponsors cooking shows, demonstmt· ing the product's various uses and harping on the im· proved taste of dishes when the sarsa is included in the recipe.
PROMOTION Tri-media campaigns have been utilized to promote Mang Tomas All Around
Sarsa •s various uses. The
Heaven na Heaven
Roasted Chicl~en ...
...kung may Sa M•.ap,lo.~o w,.t L.a('.at mo,l'.al& kanf ".,.,. 1.-"61. • llnt.a JJI.I)' ..,.wuwafl.l H•nf 'T&''"'• Tho Everyday AIJ,afOitnJ P."IP•t.ana.
brand's advertising campaign highlights how Mang Tomas All Around Sarsa makes everyday dishes extraordinary by adding its unique navor to the dishes. Recipes are published in leading women's magazines, while cooking demonstmtions are conducted on television. Mang Tomas is kept in the public's eye by promoting televised regional game shows and
cooking programs. Moreover, sample sachets are distributed in wet markets and supennarkets, allowing potential consumers to taste che product
BRAND VALUES The logo ofMang Tomas shows a smiling man's face. He is wearing a salakot (the traditional cone-shaped straw hat), and a white shirt, proud of his Filipino [i' •• nationality and his name, Mnng ll' .. ' \ Tomas. The logo used )-' to have a bamboo border, but was recently updated with a more with contemporary border rounded edges to signify tha t Mang Tomas is also growing and changing with the times. Mana Tomas is recognized as the superior Filipino sauoe whose quality is unchanging. Now, many people overseas are tasting and enjoying the delicious flavor of Mang Tomas All Around Sarsa, truly making it a Superbmnd.
THINGS YOU DIDN'T KNOW ABOUT
MANG TOMAS • One of the most popular and memorable television commercials of Mang Tomas features the product being used as a sandwich filling.
61
TOMAS THE MARKET Southeast Asia Food. Inc. (SAFI) manufactures and markets Mang Tomas Sarsa (sauce), the most popular all.around sarsn in the Philippines. Originally conceived as a dip for lcchon (roasted pig), over the years consumers h:wc discovered that its unique navor is perfect as an added condiment to many other Filipino dishes. Mang Tomas Snrsn provides the perfect balance in taste that the Filipinos demand , giving a hint of spicincss. offset with subtle sweetness. This sncccss is rcnectcd by the fact that Mnng Tomas Snrsa enjoys a lion's share of the meal sauces market. In spite of this unassailable market position, growth
is still realized, as more consumers diseo,·er the benefits of adding the sauce to theirtraditional dishes to achie,•e a deliciously unique Oavor. The popularity of Mang Tomas Sarsa is also continually rising overseas. Currently, Mang Tomas Sarsa is exported to the United States of America. the countries of the Asia Pacific Region such \JS Guam, Singapore and Saipan. as well as Europe and the Middle East. Export volume has grown threefold in the past 9 years.
ACHIEVEMENTS From its humble beginnings in the late 80's when it produced just 100 cases per month, Mans Tomas Sarsa has now reached a monthly production of more than 50,000 cases, and is still growing. From a small
company, Mang Tomas is now a proud member of the NutriAsia family, with its roster of market leaders and popular brands such as Datu Puti. UFC, Papa, Jufran. Mafran and Heinz.
HISTORY The company was fom1cd in the late SO's by ~Ieman Reyes. In those days, Manila had a mnnbe1· of small independent "lechon houses". Each of these houses prepared their lcchon sauces with their own recipes. One such business, "Aiing Pitang" located in Quinpo, did not enjoy great popularity, yet Hernan Reyes believed that the thick, rich sauce they offered with the cooked meat was the best in town. Purchasing the recipe, Heman Reyes set up a small manufacturing plant. He named the product a ncr a very succcssfullcchon house Mang Tomas that was situated in Sta. Mesa, Manila. Many years later, in order to gain exclusivity 10 the name, Southeast Asia Food Inc. purchased this lcchon house, as Mang Tomas Sarsa had become much more famous than the lechon house. In October 1991, a group of Philippine businessmen engaged in the manufacture and distribution of food products, specializing in condiments, began to bring together several smaller manufacturers by both merger and acquisition under Southeast Asia Food Inc., which Inter became an integral part of the NutriAsia group of companies. Mang Tomas also introduood other products such as a hot and spicy variant of the sarsa for consumers who preferred a slightly "honer" sarsa. Mang Tomas also introduced Mang Tomas Adobo Mix to allow busy housewives to conveniently prepare the Filipino favorite, adobo.
THE PRODUCT
f
60
Mang Tomas was originally conceived as a sauce specifically for lechon, the king of dishes among Filipinos. The result is a sauce that is sweet, spicy, sour and salty, a combination that livens the palate and enhances the taste ofmeat. It was the consumers themselves who discovered that the very same sauce was as superb accompaniment to many other type$ of food. As a dip, Mang Tomas enhances the Oavor of licmpo, leehon kawali, pork chop, squid balls, lumpiang shanghai. and daing na bangus among many others. Consumers are also starting to discover that Mang Tomas Sarsa added navor not just for cooked meat, but also in cooking fish and other dishes. Mang Tomas adds
Lagyan nito.
t~
; •.
'P
~"
...&_ano lalagxan ng Chalap~
Rice?
The Everyday All-around. Pampagana.
r.,.. •.
-'•-I')'OIIf l..ll!UI Key. ,,.!Nf... IW.,. J..t ,lt.,..c: ~... .,......,..., 1w-... ........_,. ·J...t.l.• ..a.~ ~·~
ftoU!flolfOl ,.,....,;._, ",.,..1 ..t ..-.J..~ k.anl!(-t.mp«!f
,._...tr,..,. ~ ,.........,. ..L ..,,.,.: ~ 1..4".
a distinct flavor to everyday dishes such as adobo, ehopsuey, kaldereta, binagoongan and kare·kare. As such, the sauce is now an essential ingredient in the kitchen and on the dining table.
RECENT DEVELOPMENTS The product was recently renamed Mang Tomas All Around Sarsa to embody the product's versatility as a
dip for roasted and fried dishes, as well as a cooking ingredient for everyday dishes. The company has also developed au advertising campaign to inronn COI\Smncrs ofMang Tomas All Around Sarsa's versatility. Recipes using Mang Tomas Sarsa have also been developed to demonstrate its indispensability as a cooking ingredient. These recipes arc distributed through on-pack merehandising and print ads. As part of this promotion, Mang Tomas All Around Sarsa also sponsors cooking shows, demonstmt· ing the product's various uses and harping on the im· proved taste of dishes when the sarsa is included in the recipe.
PROMOTION Tri-media campaigns have been utilized to promote Mang Tomas All Around
Sarsa •s various uses. The
Heaven na Heaven
Roasted Chicl~en ...
...kung may Sa M•.ap,lo.~o w,.t L.a('.at mo,l'.al& kanf ".,.,. 1.-"61. • llnt.a JJI.I)' ..,.wuwafl.l H•nf 'T&''"'• Tho Everyday AIJ,afOitnJ P."IP•t.ana.
brand's advertising campaign highlights how Mang Tomas All Around Sarsa makes everyday dishes extraordinary by adding its unique navor to the dishes. Recipes are published in leading women's magazines, while cooking demonstmtions are conducted on television. Mang Tomas is kept in the public's eye by promoting televised regional game shows and
cooking programs. Moreover, sample sachets are distributed in wet markets and supennarkets, allowing potential consumers to taste che product
BRAND VALUES The logo ofMang Tomas shows a smiling man's face. He is wearing a salakot (the traditional cone-shaped straw hat), and a white shirt, proud of his Filipino [i' •• nationality and his name, Mnng ll' .. ' \ Tomas. The logo used )-' to have a bamboo border, but was recently updated with a more with contemporary border rounded edges to signify tha t Mang Tomas is also growing and changing with the times. Mana Tomas is recognized as the superior Filipino sauoe whose quality is unchanging. Now, many people overseas are tasting and enjoying the delicious flavor of Mang Tomas All Around Sarsa, truly making it a Superbmnd.
THINGS YOU DIDN'T KNOW ABOUT
MANG TOMAS • One of the most popular and memorable television commercials of Mang Tomas features the product being used as a sandwich filling.
61
