Getting into the soft drink dealing and distribution industry was something Melissa R. Pamparo did not plan to establish. With no knowledge of the bottling industry, Pamparo’s decision to plunge into soft drink dealership would have business gurus raised a few eyebrows but she proved them wrong. Partnering with Asiawide Refreshments Corporation, maker of RC Cola soft drink brand, Pamparo opened her dealership business with 67 cases. A year later, she is already hitting an average of 3000.
Pamparo credits her success to the open relationship she has with Asiawide.
“Ok yung support with ARC management. I get all the support I need. As business partners, we just have to continue working together. As long as there is mutual support, I think the business will really grow. I look forward to more fruitful partnership,” says Melissa.
After toiling in the corporate world for 13 years, Melissa availed of her company’s early retirement option. But her sales experience continued to run in her blood so after two years, she went back to work as a National Sales Manager for another multi-national company. In one event, she was approached by an ARC sales manager who introduced her into soft drink dealership. Armed with her sales background, Melissa sought to try it out. “Ganun kasimple,” she says upfront. She also checked out the competitor but decided to stick it out with Asiawide. After all, in its short time in the beverage industry, RC Cola has grown by leaps and bounds and has become a preferred cola not only in the metropolis but also in the areas where it is available.
Thus was born MRP General Merchandise. Melisa quickly took on the mindset of an entrepreneur. But before anyone explores any business blindfolded, Melissa has this to say- “Before you get into this business, or any business for that matter, you should know exactly what you’re getting into.” She finds her solid sales foundation helpful but points out that the immediate change of lifestyle from employee to entrepreneur can be daunting.
“My background has helped me do the operation, the logistics pero nahirapan ako sa simula. I said to myself, bakit ba ako napasok dito? It is different from other food and drink businesses because there is bottle management. Instead of going home because we’ve already completed our deliver, we still have to stay, sort out bottles and all. Initially, umuuwi kami ng 1 am.” But seeing how her business has turned out, Melissa proudly says that now she can choose to report for work as late as 10 am.
Her ARC encounter took place in November and by January Melissa was already rolling on her business. Her sales experienced came in handy in doing mapping strategy, making area penetration a cinch. She hired a team of people to help her out. Surprisingly, her manpower turned out to be the most difficult part of her business.
“In the beginning, we would hire individuals that are available, even those that had no experience. I had no training in bottling industry, either,” reveals Melissa. This proved to be a problem for her, a corporate veteran used to adopting best practices. “When I opened this, I wanted it to be ideal, from the machines to our working days- Tuesdays to Saturdays only to find out that we can’t have Mondays off because that is the day of stock replenishment.” Despite the challenges, Melissa stuck to her grit and worked it out. She studied the bottling world, its movement and soon enough, Melissa had learned the ropes of the industry.
It also helps that Asiawide has been there for Melissa every step of the way. Dealers speak of volume and profitability whereas manufacturers think of distribution and market share. Asiawide Refreshments Corporation management believes that the key to success is to combine volume, profitability, distribution and market share so all parties will be successful. Unlike other bottlers, ARC does not offer exclusivity, which give dealers and distributors more control.
Melissa is already sharing her success to others. Rommel, the first person that helped her, is now an Asidewide Refreshments Corporation sub dealer. She is also encouraging her driver to do the same in his area. “We try to help out...yung maliit na account na gustong lumaki, tinutulungan din namin,” she says. She has also opened another depot in Manila.
Melissa discloses that going into soft drink dealership is really labor intensive. Operating costs can eat up income so it is important to concentrate and learn from the experience.
We have to know what’s working; continue doing the things that are right and fix or stop doing those that do not work. If we can do that, the business will expand, continue and prosper. This is my baby. Sinimulan ko ito,” Melissa stresses.
When Melissa Pamparo jumped into the beverage industry, she knew nothing. All she had was her sales experience and the thirst to reach greater heights. From the beginning, she wanted to accomplish and her impressive growth- 67 cases to 3000 in her first year is proof that hard work truly does pay off. Product quality, determination, strong work ethic, and a positive, trusting relationship with the management are central to Melissa’s success. Today, she hopes to reach 4000 cases and with ARC by her side, there is doubt that Melissa is on the road to a bottling success.
