COMPANY ANALYSIS

1. Profile
The Splash Group is composed of wholly-owned Philippine companies with business
interests in personal care manufacturing and marketing, international distribution, and
recently, health and wellness products development and marketing. Founded in 1985,
Splash was able to grow from a Php12,000 backyard business into a Php4 billion
enterprise through the vision, innovation, and commitment of its founders, Dr. Rolando
B. Hortaleza and Dr. Rosalinda A. Hortaleza. Being consistently in the Top 300
corporations in the Philippines since 1998, the Company has established its reputation as
one of the formidable players in the Philippine personal care industry.
2. Goals
The mission of Splash Corporation (SPH) is to be known for strong brand management
and making accessible pioneering, quality, innovative products derived from extensive
research, to improve the well-being of our consumers. They will do this through:
1. Leading edge trade and consumer marketing systems.
2. Pursuit of excellence in all other business systems.
They shall be generous in sharing the rewards with their employees, business partners,
stockholders and our community for the realization of their corporate cause which is to
uplift the pride and well-being of the individuals and societies that the company serves.
3. Focus
Splash Corporation (SPH) was incorporated primarily to develop, manufacture, bottle,
pack and market cosmetics and other beauty and pharmaceutical products in the
Philippines and abroad. It also intends to develop or acquire technology to manufacture
and sell personal care, pharmaceuticals, food, health, household care, and other ancillary
products.
4. Strengths

Splash Corporation is a fast-growing family of brands that are leaders in their

respective categories. Now, Splash is known globally venturing into high-growth
markets in Southeast Asia, Africa, Middle East and North America.
Splash direct selling continued its rapid growth because of aggressively recruiting
and expanding its network of independent dealers and branches.

Splash has introduced more competitively priced brands of beauty and personal
care products and home care products.
Splash Corporation provides pioneering and high-quality products and services
that cater to the universal desire of people to look good and live well.
Splash Corporation has established a very strong relationship with retailers by
offering them good margins and incentives, which are very important for a
company in the consumer brand market. This provides the company strength to
reach the ultimate consumers.
Through state-of-the-art facilities and equipment, and a research staff of more
than twenty (20) chemists, pharmacists and engineers, SRI carries out the design
and development of innovative products and packaging systems, thereby keeping
Splash at the forefront of the personal and health care industries.
Splash has growing portfolio brands and diversified product range

5. Weaknesses

Splash Corporation has strong competitors that operate worldwide, have big
market shares, huge product line, and million of customers e.g Unilever, Proctor
and Gamble.
There are lots of substitute products available in the local market. Because of
product quality and extensive research and development, company charge higher
prices for its product but the local products are much cheaper.
The company has a weak portfolio brands compare to its strong competitors
which have wide product variety.

6. Market Share
Splash Corporation is the biggest Filipino-owned manufacturer of personal care, health,
and wellness products. It carries the brands Extraderm, Maxi-Peel, and Skin White, as
well as Biolink, touted as one of the fastest-growing skin care brands in the country.
Splash has grown into a multi-billion peso company, with two of its core products,
exfoliant and skin whiteners, dominating their segments with market shares of 86% and
41%, respectively, based on an AC Nielsen Philippine Retail Index Report. The
Company is ranked sixth in the Philippine personal care industry, the only Filipino owned
company in the top 10.The Company aims to strengthen its presence in the personal care
markets in the Asia-Pacific region and to gain a foothold in the affluent markets of
Europe and North America through its health and wellness products. To date, Splash has
established market presence in over 30 countries through its distributors and local
exporters. These countries include Algeria, Australia, Bahrain, Canada, Egypt, Hong
Kong, India, Indonesia, Iran, Japan, Jordan, Korea, Kuwait, Lebanon, Malaysia, Nigeria,

Oman, Pakistan, Qatar, Saudi Arabia, Singapore, Sudan, United Arab Emirates, Vietnam
and the United States.