DAVAO City — Phoenix LPG Philippines, Inc., the liquefied petroleum gas (LPG) unit of Dennis A. Uy’s listed firm Phoenix Petroleum Philippines, Inc., is aiming to increase its sales by about 20% this year in the Visayas and Mindanao with the expansion of retail outlets.
In a press conference over the weekend, Evelyn T. Gerodias, general manager for the Visayas-Mindanao market of the Phoenix Super LPG brand, said this year’s growth target is higher than the 14% increase in volume it recorded last year in Visayas and Mindanao.
“(The 20%) increase is possible,” said Ms. Gerodias, noting that they have already started with a more aggressive marketing campaign with celebrity Sarah Geronimo as brand ambassador along with saturating existing distribution networks with their product.
Phoenix’s marketing strategy also highlights the German technology used for its LPG tanks to ensure safety and provide a simple installation and operation system for consumers.
Ms. Gerodias said Phoenix will be increasing its Phoenix Super Hub stores, currently at 30 nationwide, to reach more buyers.
The LPG product is also sold at Phoenix Petroleum’s gasoline stations and Grainsmart stores.
“We are trying to reach all households in the market,” she said.
Ms. Gerodias also said that the company is open to dealership deals, which would require about P10 million in capital expenditure.
Phoenix Petroleum, headquartered in Davao City, started its LPG subsidiary in 2017 when it bought the LPG business of Petronas Energy Philippines, Inc., a subsidiary of the Petronas Dagangan Berhad of Malaysia.
Receive email updates from Business Week.