Domestic sales in the Philippines will drive the growth of Kraft Foods‘
operations in Southeast Asia, according to president and general manager of the
company’s Philippine unit, Ramiro Cruz.
The food and drinks unit of Philip Morris Co, Kraft Foods International revealed
that 50% of the sales recorded in Southeast Asia are made in the Philippines,
and the company will focus on pushing those further with an aggressive marketing
strategy. This will be funded by the costs savings generated by the integration
of Nabisco’s business operations after the Philip Morris buy out last year.
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Cruz commented: "We will take full advantage of the opportunities that
this (Kraft-Nabisco) merger will offer our Philippine operations." This
entails combined sales of PHP4.5bn in the Philippines alone, of which 13% is
generated by Nabisco, producer of brands such as Oreo cookies, Chips Ahoy! and
Ritz crackers.
