Philippines Edition 2 Marca Pina
THE MARKET Soy sauce is used daily in vinually every Filipino household. Soy sauce used to be an Oriental condiment, but now Filipinos ha''C incorpor.!ted soy sauce into their everyday food. Marca Piiia is a Filipino brand trusted for its high-quality soy sauce. It has been loved and cherished by the Filipinos for over SO Colden years. Fi lipinos fondly call Marca Piiia as "Pir'!Akamasarap.'' Its soy sauce has been known for its delicate sweetness and aroma. In fact, many believe that Marea Pina Soy Sauce contains pineapple. This is a perception not only enhanced by its taste but also by its very name. Pina. a Filipino and Spanish word, is translated to be "the sweet-tasting pineapple fruit.'' Filipinos also favor Marea Piiia 's golden color. It is neither too light nor too dark. Filipinos attest that Marca Piiia bri1\gs out the ntttural brilliance of their food. Whether it is the taste, aroma or color. Marea Pir1a Soy Sauce is undeniably passed on from generation to generation to be 1he one and only Piii(lktJmusarop.
Marea Piiia humbly enjoys an C\'tr<xpanding marlcet in the Philippines. Throughout the world, it is also being enjoyed by Filipinos nbrond and welcomed
by locals. It is sold in coururics such as the
U.S.. Japan, Australia. Cannda, United Kingdom. Italy. France. Saudi Arabia ond many others. It has also passed all of the stringent testing and quality control measures required. Among these, the E\II'Opcan community
has the most stringent quality regulations but Marco Pii\a has surpassed even this, which few of its Southeast Asian competitors have achieved Through its years of trusted and provenquality. Marea Pina has developed from being a
small family company to the Superbrond of today. Its product line now includes a superb vinegar and a highlyacclaimed fish sauce.
ACHIEVEMENTS Marco Piiia is one of the leaders in itG industry today. It has further expanded its market by promoting Marca Pi,)a tO Overseas Filipinos in their country of residence. One rather unonhodox way this has been accomplished is through sponsoring of activities among Filipinos
abroad. Marco Piiia, for example, has been sponsoring a Filipino basketball team in Toronto, Canada. Being local champions for the past four years. this team has been a partner in the company's continued pursuit for excellence. Indeed. a winning product with a winning team. This not only promotes the Marea Piiia brand but also encourages the Filipino youth to be involved with thcil· community. ~ ~ l\\
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~~
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HISTORY National Soy Factory commenced business during the late 1940s- It humbly began as a small backyard factory in Crace Parle, Caloocan City, Metro Manila. As its brand Marea Piiia became widely known, the production capacity also had to be increased. In the 1950s. the company name National Soy factory was changed to Balanced Food Corporation. This is due to the
government regulation at that time to prohibit all companies from using the word "national". During this time, Ma.rca Piiia also purchased a new line of modem packaging machinery considered then to be statc·of-theart. Part of the equipment-purchasing contract was for Japanese technicians to the spend one year at the plant. They transferred the best Japanese technology on fcnncntation. This not only resulted in a higher quality soy sauce, but also a greatly increased production capacity. Sales soared even without any advertising being undertaken. The dramatic increase in demand for its Strf sauce came purely from word of mouth. Satisfied customers shared their satisfaction with future satisfied Marcn Piiia customers. This word of momh method continued from one generation to an01her. Consistent high quality was proving then, as it does today, to be the best advertising. Marca Piiia continued to update its production equipment in order to meet the ever-expanding market; however, it was still unable to cope with the huge demand of its Strf sauce. Therefore, in the mid 1970s, the factory ~ransfcrred to a larger factory in Quezon City. Within the time the company changed its name to Pioinkamasarap Corporation, other products were also introduced. Marca Pina added a high-quality vinegar to its rang. In recent years, an outstandingpolis or fish sauce
however, the fla\'Or c:annot compete with Marca Piiia's traditional method of fenncntation. Fenncnted Marca Piiia Soy Sauce is of a higher quality not only in taste, but also in color and aroma.
RECENT DEVELOPMENTS In recent years, Marca Pi~n underwent restructuring that resuhed in a new plant being construeted in Bulaean, an area north of Metro Manila. This new plant includes the latest Koj i production equipment that enables an increased production of naturally fennented Strf sauce. This new state-of-the-an equipment not only increased the production but also achieved what nobody bel ieved possible-improved even more the quality and flavor ofMarca Piiia Soy Sauce. The Koji system encourages the controlled growth of a pure fonn of mold called aspergillus. Fermented, this mold produces the finest ooy sauce. Since aspergillus is extremely sensitive to
temperature, humidity and other bacteria, the production area is therefore subject to a strict climate control. The Koji method totally isolates the mold growth from outside influence. Never is it touched by human hand. The continuing expansion of production facilities is required to keep up with the increase in demand. not only locally but also from overseas. Marca Piila also continues to search for new products that will comJ>Iiment its existing line of products.
PROMOTION Marea Pii\a is in the enviable position of not needing to advertise extensively in the Philippines. It relies on its quality reputation built over the past fitly years of truly being a quality product. Most Filipinos grew up with Marca Piiia either in the kitchen or on the table. Filipinos have fond recognition of Marca Piiia. hs label and logo is seen practically everyday of their lives. Occasionally, Marea Piiia does indulge in lri-mcdia advertising. It seeks to remind the younger generation of Marea Piiia's 50 years of bringing quali1y soy sauce to the Filipinos. was also added. Both of these products adhere to the It also infom•s the Filipinos that their own product Moren Pii\a's code of excellent quality. can be found not only within the boundaries of the Philippines, bul i's also accepted internationally. This THE PRODUCT intcmational recognition gives the assurance that Marca Marea Piiia Soy Sauce is a high-quality sauce that has a Pina meets even the strictest quali1y control measures of special sweetness due to its long fenncntation procedure. govemment overseas. The taste gives it a long-lasting flavor that titillates the In some instances, Marca Piiia's approach is quire taste buds and improves the taste of virtually any dish. unique. Given the opportunity, Marca Piila ~eks 10 reach Its golden-reddish brown color does n01 dominate the even the farthest and secluded areas of the world. Whether food but rather enhances the original color of the food it big or small, economical or no1, Marca Piila still deems is prepared with. Marea Pi~a Soy Sauce is different from important to reach as mao1y areas as possible. most of its competitors due to its traditiooU>I method of This not only promotes 1he product, but also offers cooking. Its soy sauce still utilizes natural fennentation, Overseas Filipinos a taste of home away from home. It a preparation that takes 8 to 10 months of fermentation. makes them feel proud to see their product in supennarket Most other manufacturers employ the faster method of shelves abroad and hear non-Filipinos pronounce "Marca using the chemical hydrochloric acid. Pina" in different aerand.
THINGS YOU DIDN'T KNOW ABOUT
MARCA PINA • In the late 70s, Marca Pii\a officially changed its company name from Balanced Food corporation to Piiiakamasarap Corporation. This was done to show appreciation to its loyal customers Who referred to Marca Piiia as PI~Akamasarap. This word "Piiiakamasarap" is actually an improvisation of the Filipino word "pinakamasarap" which means "the most delicious". • The well-loved "Piii'!rap Boy" is the grandson of the founder of Marca Pii\a Soy Sauce. This child, as shown in the black and white piclures to the left of this page, was made famous in the Marca Pii\a television commercial. In this advertisement, he was supposed to say the word "Piiiakamasarap," but at the tender age of 3, the best he could manage to utter was "Piiiarap!" The Piiiarap boy now handles the daily operation and export division of the company.
Marea Piiia humbly enjoys an C\'tr<xpanding marlcet in the Philippines. Throughout the world, it is also being enjoyed by Filipinos nbrond and welcomed
by locals. It is sold in coururics such as the
U.S.. Japan, Australia. Cannda, United Kingdom. Italy. France. Saudi Arabia ond many others. It has also passed all of the stringent testing and quality control measures required. Among these, the E\II'Opcan community
has the most stringent quality regulations but Marco Pii\a has surpassed even this, which few of its Southeast Asian competitors have achieved Through its years of trusted and provenquality. Marea Pina has developed from being a
small family company to the Superbrond of today. Its product line now includes a superb vinegar and a highlyacclaimed fish sauce.
ACHIEVEMENTS Marco Piiia is one of the leaders in itG industry today. It has further expanded its market by promoting Marca Pi,)a tO Overseas Filipinos in their country of residence. One rather unonhodox way this has been accomplished is through sponsoring of activities among Filipinos
abroad. Marco Piiia, for example, has been sponsoring a Filipino basketball team in Toronto, Canada. Being local champions for the past four years. this team has been a partner in the company's continued pursuit for excellence. Indeed. a winning product with a winning team. This not only promotes the Marea Piiia brand but also encourages the Filipino youth to be involved with thcil· community. ~ ~ l\\
~\\.'
fil'~\
~~
~~
HISTORY National Soy Factory commenced business during the late 1940s- It humbly began as a small backyard factory in Crace Parle, Caloocan City, Metro Manila. As its brand Marea Piiia became widely known, the production capacity also had to be increased. In the 1950s. the company name National Soy factory was changed to Balanced Food Corporation. This is due to the
government regulation at that time to prohibit all companies from using the word "national". During this time, Ma.rca Piiia also purchased a new line of modem packaging machinery considered then to be statc·of-theart. Part of the equipment-purchasing contract was for Japanese technicians to the spend one year at the plant. They transferred the best Japanese technology on fcnncntation. This not only resulted in a higher quality soy sauce, but also a greatly increased production capacity. Sales soared even without any advertising being undertaken. The dramatic increase in demand for its Strf sauce came purely from word of mouth. Satisfied customers shared their satisfaction with future satisfied Marcn Piiia customers. This word of momh method continued from one generation to an01her. Consistent high quality was proving then, as it does today, to be the best advertising. Marca Piiia continued to update its production equipment in order to meet the ever-expanding market; however, it was still unable to cope with the huge demand of its Strf sauce. Therefore, in the mid 1970s, the factory ~ransfcrred to a larger factory in Quezon City. Within the time the company changed its name to Pioinkamasarap Corporation, other products were also introduced. Marca Pina added a high-quality vinegar to its rang. In recent years, an outstandingpolis or fish sauce
however, the fla\'Or c:annot compete with Marca Piiia's traditional method of fenncntation. Fenncnted Marca Piiia Soy Sauce is of a higher quality not only in taste, but also in color and aroma.
RECENT DEVELOPMENTS In recent years, Marca Pi~n underwent restructuring that resuhed in a new plant being construeted in Bulaean, an area north of Metro Manila. This new plant includes the latest Koj i production equipment that enables an increased production of naturally fennented Strf sauce. This new state-of-the-an equipment not only increased the production but also achieved what nobody bel ieved possible-improved even more the quality and flavor ofMarca Piiia Soy Sauce. The Koji system encourages the controlled growth of a pure fonn of mold called aspergillus. Fermented, this mold produces the finest ooy sauce. Since aspergillus is extremely sensitive to
temperature, humidity and other bacteria, the production area is therefore subject to a strict climate control. The Koji method totally isolates the mold growth from outside influence. Never is it touched by human hand. The continuing expansion of production facilities is required to keep up with the increase in demand. not only locally but also from overseas. Marca Piila also continues to search for new products that will comJ>Iiment its existing line of products.
PROMOTION Marea Pii\a is in the enviable position of not needing to advertise extensively in the Philippines. It relies on its quality reputation built over the past fitly years of truly being a quality product. Most Filipinos grew up with Marca Piiia either in the kitchen or on the table. Filipinos have fond recognition of Marca Piiia. hs label and logo is seen practically everyday of their lives. Occasionally, Marea Piiia does indulge in lri-mcdia advertising. It seeks to remind the younger generation of Marea Piiia's 50 years of bringing quali1y soy sauce to the Filipinos. was also added. Both of these products adhere to the It also infom•s the Filipinos that their own product Moren Pii\a's code of excellent quality. can be found not only within the boundaries of the Philippines, bul i's also accepted internationally. This THE PRODUCT intcmational recognition gives the assurance that Marca Marea Piiia Soy Sauce is a high-quality sauce that has a Pina meets even the strictest quali1y control measures of special sweetness due to its long fenncntation procedure. govemment overseas. The taste gives it a long-lasting flavor that titillates the In some instances, Marca Piiia's approach is quire taste buds and improves the taste of virtually any dish. unique. Given the opportunity, Marca Piila ~eks 10 reach Its golden-reddish brown color does n01 dominate the even the farthest and secluded areas of the world. Whether food but rather enhances the original color of the food it big or small, economical or no1, Marca Piila still deems is prepared with. Marea Pi~a Soy Sauce is different from important to reach as mao1y areas as possible. most of its competitors due to its traditiooU>I method of This not only promotes 1he product, but also offers cooking. Its soy sauce still utilizes natural fennentation, Overseas Filipinos a taste of home away from home. It a preparation that takes 8 to 10 months of fermentation. makes them feel proud to see their product in supennarket Most other manufacturers employ the faster method of shelves abroad and hear non-Filipinos pronounce "Marca using the chemical hydrochloric acid. Pina" in different aerand.
THINGS YOU DIDN'T KNOW ABOUT
MARCA PINA • In the late 70s, Marca Pii\a officially changed its company name from Balanced Food corporation to Piiiakamasarap Corporation. This was done to show appreciation to its loyal customers Who referred to Marca Piiia as PI~Akamasarap. This word "Piiiakamasarap" is actually an improvisation of the Filipino word "pinakamasarap" which means "the most delicious". • The well-loved "Piii'!rap Boy" is the grandson of the founder of Marca Pii\a Soy Sauce. This child, as shown in the black and white piclures to the left of this page, was made famous in the Marca Pii\a television commercial. In this advertisement, he was supposed to say the word "Piiiakamasarap," but at the tender age of 3, the best he could manage to utter was "Piiiarap!" The Piiiarap boy now handles the daily operation and export division of the company.
