In the late 1970s, Dr. Pedro’s When Dr.

Pedro entered the

Aluminum Containers, Inc. market in 1988, the big
stood as the major supplier of toothpaste makers controlled
aluminum collapsible 99% of the market. Today,
toothpaste tubes to Colgate- that figure has dropped down
Palmolive, Procter and Gamble to 65%. The first step of Dr.
and Philippine Refining Pedro's strategy was to target
Company (PRC) now Unilever. the multi-nationals' achilles'
Aluminum Containers, Inc. heel: price. While Dr. Pedro
enjoyed profit growth due to knew that he could not
the increasing demand from compete in areas such as
the country’s leading promotion and distribution, his
toothpaste manufacturers. decision to cut price by 50%
won an immediate response
However, in 1985, these from consumers. However,
companies began using plastic when Colgate followed suit
laminated tubes. Although this with a 20% price cut, Dr.
caused Dr. Pedro to close his Pedro turned to market
factory, he realized his old diversification. Among other
equipment could still be put to things, he developed multi-
good use by forging into the flavored toothpaste for
Philippines toothpaste market children. It took Colgate three
on his own. Two years later, he years to respond, but by that
reopened his factory as time, Lamoiyan had already
Lamoiyan Corporation, now successfully captured the new
known as the manufacturer of market.
toothpaste brands’ Hapee and
Kutitap. With perseverance and
effective advertising, and by
Growing From Start-up to selling his product at a price
30% lower than the leading
Market Dominator brands, Dr. Pedro succeeded in
making Hapee the No. 3
toothpaste brand in the
country.

In addition, Dr. Pedro targeted countries such as China,

specialized markets, by Vietnam, and Indonesia, and
diversifying his product line to later on become the preferred
include Hapee Kiddie brand in Asia. Dr. Pedro stated
Toothgels, Dazz Dishwashing that the fresh capital would be
Paste and Dazz All-Purpose used to acquire additional
Kitchen Cleaner, Fresher machinery that would double
feminine wash and Gumtect, a the firm's toothpaste
special gum-formula production capacity to 6,000
toothpaste , which larger tons which equates to
companies did not find approximately 1.5 Billion Pesos
profitable. in total revenue. Dr. Pedro said
the company's expansion plans
Lamoiyan Corporation has were meant to support its bid
been recognized as the Most to become a transnational
Outstanding Toothpaste company. "We are working to
Manufacturer by the establish overseas operations,
Consumer's Union of the initially in Vietnam, and we
Philippines for seven years. hope to do this within the
The company was also year," he said. "We want to be
recognized by the Personnel the Colgate of Asia and we can
Management Association of the only do this by getting
Philippines (PMAP) as having
the Most Outstanding Program
for Equal Employment.
Expansion
With this drive and faith, Dr.
Pedro has no plans of slowing
down. In November of 2004,
Lamoiyan has earmarked P100
million to expand its business
and establish presence in
neighboring
bigger."
He added that the increase in
the capacity of Lamoiyan's
Bicutan factory meant doubling
its 60-person workforce, a
third of which are hearing-
impaired. In 2003, Lamoiyan
grew by 12% and the company
hopes to repeat this record this
year.

Social Responsibility hearing-impaired and hearing

personnel, Dr. Pedro has also
While enjoying the success of required his managers to learn
being the first Filipino to ever sign language.
penetrate the toothpaste
market that has been “My primary intention is to
dominated by multinational encourage more businessmen
companies, Dr. Pedro has to be socially responsible—to
chosen to use his help people and to give back to
entrepreneurial skills to help the community,” he shares.
provide opportunities to “Being socially responsible is
others. A staunch advocate of not only taking care of the
the hearing impaired, Dr. hearing impaired, but also
Pedro helps provide free taking care of your people. You
college education to at least provide a decent place where
180 deaf-mute students they can work safely,” he adds.
through the Deaf Evangelistic “I also believe in taking care of
Alliance Foundation, Inc. my employees’ physical,
(DEAF), which he currently intellectual, and spiritual well-
chairs. He was recognized by being.” Of these three aspects,
the Department of Education, Dr. Pedro puts a premium on
Culture and Sports for the creating means by which his
continuing efforts of D.E.A.F. people can grow spiritually. His
providing education to the company holds regular Bible
hearing-impaired in alleviating studies and prayer meetings to
their conditions and providing help make food for the soul.
them with adequate education. Their singular corporate motto
is “Making the difference for
Dr. Pedro also employs over 30 the Glory of God.”
deaf-mute staff in his
company, and helps provide
them with free housing. To
narrow the communication gap
between his
\

Mission Integrity
Improve the quality of life by bringing essential products Doing things right.
within the reach of the common people.

Our Vision
To have a Lamoiyan product in every home.

Values
Pursuit of Excellence
Doing things better than before and better than
competitors.

Respect for the Individual

Values individuality by treating each other with fairness.

Social Responsibility
Making our presence a blessing to society.

Teamwork
Reaching collectively goals that we cannot reach
separately.

President's Message

In the few short years since the establishment of Lamoiyan, we have achieved dramatic
success. This has earned Lamoiyan Corporation the respect of the business sector. But we
know that our reputation must be nurtured with constant dedication if it is to endure and
become stronger.

Today, we have set in motion our strategy to become a major player in the personal care and
household industry. With our vision of having a Lamoiyan product in every home, we continue
to develop quality products that are essential and beneficial to our daily lives. But we also
believe that quality goes hand-in-hand with affordability. That is why every new product we
introduce is always within the reach of the greater number of people.

New challenges lie ahead. And with each challenge, an opportunity is waiting to be tapped.
With our unwavering faith in the Almighty who inspires and guides our every move, we
confidently face those challenges.

WE INVITE YOU TO BE A PART OF THIS EXCITING MOVE FORWARD.

Awards

 Most Outstanding Toothpaste Manufacturer of the Year (1990,

1993, 1995, 1996, 1997, 2001 and 2002) given by the Consumer’s
Union of the Philippines
 Agora Award’s Marketing Company of the Year (1992) given by the
Philippine Marketing Association
 A Special citation for Best Outdoor Advertising for Hapee Singing
Christmas Tree given by the Catholic Mass Media Council (1993)
 Apolinario Mabini Rehabilitation Award for the Employer of the Year
(1993)
 Outstanding Program for Equal Employment Opportunities for the
Disabled (1993) given by the Personnel Management Association of
the Philippines

Big Bird Award, Asian Licensee of the Year award (April 2007)

Fresh & Cool White Toothpaste

Hapee Fresh & Cool White is the ideal toothpaste for the whole family. It gives
maximum fluoride protection for strong white teeth, fresh breath, and healthy
gums for a truly world-class smile. This classic variant is professionally
accepted and recommended by the Philippine Dental Association.

Toothgels
Hapee Toothgels has maximum fluoride protection that fight tooth decay,
strengthen teeth, and freshen breath.
Hapee Explosive Menthol Red

Hapee Explosive Menthol Red has a strong peppermint flavor and intense spice
that gives excellent freshness. This blazing variant is professionally accepted
and recommended by the Philippine Dental Association.

FAQs
1. What does Lamoiyan mean and where did it come from?
Lamoiyan is the Cantonese name of Mr. Cecilio K. Pedro’s grandmother – the first Christian in
their family – and who remains his inspiration to this day.

2. How did Lamoiyan Corporation begin?

It all started when the previous company of Mr. Cecilio K. Pedro, Aluminum Container Inc.,
manufacturer of aluminum tubes closed down. By 1985, toothpaste giants began using plastic
laminated tubes. Although this caused Mr. Pedro to close his factory, he realized his old
equipment could still be put to good use by forging into the Philippines toothpaste market on
his own. Two years later, he reopened his factory as Lamoiyan Corporation, now known as the
manufacturer of toothpaste brands’ Hapee and Kutitap.

3. What makes Lamoiyan Corporation a distinguished company?

Hapee was the first ever Filipino toothpaste brand to hit the Philippine market and Lamoiyan
Corporation is the first Filipino owned toothpaste manufacturer. Before the entry of Lamoiyan
and Hapee toothpaste, no local entrepreneur dared to challenge the foreign brands, which
dominated the industry. The success of Hapee toothpaste encouraged other Filipino companies
to venture in similar ways.

4. Why was the company recognized as having the Most Outstanding

Program for Equal Employment?
Lamoiyan gives opportunities for the hearing impaired by giving them jobs. Mr. Pedro employs
over 30 deaf-mute staff in his company, and helps provide them with free housing. To narrow
the communication gap between the hearing-impaired and hearing personnel, Mr. Pedro has
also required his managers to learn sign language.

5. Why are Lamoiyan products so affordable?

Lamoiyan aims to improve the quality of life by bringing essential products closer to the
common people. The company believes in the importance of providing a choice for Filipinos
who consider such a privilege rather than a right. By offering products that are considerably
set at lower prices, Lamoiyan reaches out to the marginalized of our country by making them
feel that they matter; that Lamoiyan genuinely cares about how they take care of themselves,
and that their well-being is the company’s utmost concern.

6. What is Mr. Pedro’s secret to success?

Mr. Pedro’s secret to success is no secret at all. He believes that the most important objective
in business should be the desire to uplift the living standards of consumers by providing
quality products that are cost-efficient

7.What is Lamoiyan’s corporate motto, its guide in doing business?

Making the difference for the glory of God.

Product Trivias
TRIVIA 1
Hapee Toothpaste is the first Filipino toothpaste recommended and approved by the Philippine
Dental Association.

TRIVIA 2
Do you know that too much fluoride is harmful for kids?
The fluoride content of a regular adult toothpaste is two times higher than the recommended
fluoride capacity for young kids aged six and below. For your child’s proper oral care, use
Hapee Kiddie Toothgel with kiddie fluoride protection. With 7 kidciting flavors to choose from,
brushing has never been this fun!

TRIVIA 3
Gumtect is the first Filipino toothpaste for sensitive gums, that is accepted and approved by
the Philippine Dental Association.