Women at the Helm - Planters Development Bank

SMECover StoryInto the futureWhen asked what she wants thecompany to further achieve in thecoming years, Dr. Hortaleza confidentlyresponds with, “To create more jobsand opportunities for Filipinos.” How?Primarily through the many classesand trainings developed under thegroup of companies’ Corporate SocialResponsibility arm, the Ang-HortalezaFoundation Inc. (AHFI).Dr. Hortaleza explains the benefits of Body Recipe's Papaya Facial Wash to one of HBC's sales personnel.demonstrates an aggressive expansionof a homegrown company in just aperiod of 20 years. A strong testamentof this growth is the introduction ofthe company’s exclusive brands in 2002called Beauty Exclusives, which rangesfrom tween brand Allue (named afterDr. Hortaleza’s first born) to vitaminenrichedcosmetics under the brand SanSan (Dr. Hortaleza’s nickname).“I have put together a team dedicatedto product development called the NewProduct Committee. These hardworkingindividuals do all the market researchand analysis, as well as helping withthe science behind our products. Oneof the company’s goals is to continuallyexcite our consumers with innovativepersonal necessities and I believe that’sone recipe for the company’s success.Having an exclusive line of brands is alsoan edge that HBC has.”Being a hands-on entrepreneur is noeasy task, but Dr. Hortaleza explains thatthis is the only way to make a businessprosper. Her efforts in doing personalrounds within the departments of thecompany make her up-to-date with thecompany’s developments in every stepof the way.In 2011, HBC, Inc. acquired localpharmaceutical retailer SaveMore DrugInc. to further respond to the growinghealthcare needs of its customers.The acquisition also led to generousconvenience sections and personal carealleys, two things that ultimately markthe improvement of HBC, Inc.’s offerings.Additionally, SaveMore Drug Inc. has sincebeen renamed to HBC ShopMore, withwhich HBC’s pharmaceutical productofferings are known.Despite the growing assets of thecompany, Dr. Hortaleza reveals that theyhave yet to explore the benefits of bringingthe business in the digital sphere. “Withup to 80 percent of our clientele spendinghuge amounts of time using the internetand with most of these people haveaccounts in various social networking sites,we really need to strategically map out ourmarketing activities online,” she says.Bringing their offerings online will also aptlyaccompany current company campaignsand activities such as the HBC MakeoverVans roaming around various barangaysin the metro. This is part of the company’sproducts and services promotions in givingeveryone the right to be beautiful.“If you’re blessed with so much in life,I believe it’s only fitting that you giveback and help others stand on their owntwo feet. We conduct beauty trainingsfor people who are interested in doinghome services. We provide them withthe tool kits, the materials and mostimportantly, the skills to survive in thiscompetitive industry. Self-reliance is animportant value we teach our trainees.We envision our graduates as stewardsin promoting local entrepreneurship andbeing proud about what they do.”Aside from livelihood trainings, AHFI isalso a strong supporter of educationby providing scholarship grants andother types of educational assistance todeserving candidates. In addition, theFoundation has always been committedto community outreach activities, childhospitalization programs and publicservice campaigns. To date, AHFI hasbeen serving for 16 years having helpedup to 25,000 graduates.Business-wise, Dr. Hortaleza hopes toheighten HBC, Inc.’s earnings up to 2.7billion by the end of 2013. This, she says,is possible with the extremely positivegrowth the company has seen in thefirst quarter of the year. She shares,“The company has so many plans topursue other channels and rake in moresupplies for our in-store offerings toreach the target this year. 2012 hasproven that we can continually growas a retail company and we’d like tostay relevant in the next five, ten, evenfifteen years.”SME | 20