RUSH June 2018

Table of
Contents
04 PRESIDENT’S MESSAGE
05 IN 2017...
06 Coo’s message
Up TO SPEED
08 Phoenix Petroleum
launches Phoenix PULSE
Technology
10 The beneFIts of pulse
12 leading the charge in 2017
13 Phoenix x factor
GET YOUR PULSE RACING
Phoenix started 2018 strong, unveiling
our new PHOENIX PULSE TECHNOLOGY.
Find out the who, what, why, and how.
Pg. 8
new frontiers
23 our newest clients
24 New Ventures
26 beneFIts and uses of lpg
SPREADING OUR WINGS
A lot happened in 2017. We’re not the
Phoenix you used to know. Pg. 24
think tank
30 Disrupting the
petroleum industry
32 2040: the future of
energy in the philippines
34 new tax reform law
beyond business
36 csr PROGRAMS
2040 — ARE YOU READY?
E-jeepneys and natural gas-powered
cars. What your commute will be like in
2040. Pg. 32
rising stars
39 Rhian’s High-Speed
Hobby
42 What fuels a PBA player?
Yes, We Will!
46 Station Owner of
the Year for Mega
Manila 2017
WHAT FUELS A PBA STAR?
How the Fuel Masters keep their engines
running at full speed. Pg. 42
3

RUSH
President’s
Message
Dear Phoenix Family, welcome to
our revitalized company magazine–
Rush–which has been given a
facelift to represent our company’s
young, entrepreneurial spirit, and
commitment to excellence.
Looking back on developments in the global
political arena last year, the balance of
economic power clearly shifted towards Asia.
Phoenix Petroleum stands as a sign of resilience and
potential with the clear commitment to continue
our strategy of organic growth and expansion by
acquisitions.
The Philippines had a remarkable year in 2017
under President Rodrigo Duterte, with economic
growth at 6.7%, third-best in Asia just behind China
and Vietnam. For our company, it was even better.
We recorded triple all-time highs in sales volume,
revenues, and net income. We also increased our
market share from 5.7% to 6.2%, cementing our
position as the leading independent and fastestgrowing
oil company in the country.
We have ventured into the LPG and the convenience
store business—two sectors that are highly promising
given the current favorable macroeconomic
environment and growing consumer buying power.
We have also opened a trading office in Singapore
to explore new avenues for our business into the
ASEAN region. Within our holding company, UDENNA
Corporation, we have now diversified from petroleum
to shipping and logistics, real estate development,
education, and services. And we will certainly not
stop here.
What makes me proud is that all this happened
in just 15 years. I always believed that success in
business can be achieved if one has passion and a
vision combined with an entrepreneurial mindset.
This was how we carved our own niche when we
started in Mindanao in 2002, and showed the industry
the growing power of the independents.
All of these wouldn’t have been possible without the
trust and support of our partners and customers, and
the commitment and passion of our Team Phoenix.
We thank you for joining us in our journey. Our
success is also your success. Hand in hand, let
us continue with our pursuit to be the Filipinos’
indispensable partner in their life’s journeys.
EDITORIAL
Corporate Communications
From Dennis A. Uy
President and CEO
Contact Us
Customer Service Numbers:
PLDT Toll-Free: 1-800-10-PNX-FUEL (769-3835)
Globe Toll-Free: 1-800-8-PNX-FUEL (769-3835)
Mobile: 0917-313-7011 to 18 (Globe), 0998-960-4246 to 53 (Smart)
Email: info@phoenixfuels.ph
Connect with Us
Website: www.phoenixfuels.ph
Facebook: www.facebook.com/phoenixfuels.ph
Twitter: www.twitter.com/phoenixfuels
Instagram: www.instagram.com/phoenixfuels
Youtube: www.youtube.com/PhoenixPhilippines
A publication of Phoenix Petroleum Philippines, Inc.
All rights reserved. Copyright 2018
No part of this magazine may be reproduced in any manner without the permission of Phoenix
Petroleum. This magazine is distributed free to Phoenix staff, dealers, and business partners.
4

PHOENIX PETROLEUM
In 2017:
17% 128%
FUEL SALES VOLUME IN 2017
INCREASE IN STOCK PRICE
530
STATIONS
NATIONWIDE
We acquired:
Philippines
JOINT
VENTURE
WITH THAILAND’S TIPCO AND
PHILASPHALT FOR DISTRIBUTION OF
ASPHALT PRODUCTS IN THE PHILIPPINES
1ST REGIONAL OFFICE:
6.2%
PETROLEUM
MARKET SHARE
IN 2017
5

RUSH
coo’s
Message
From Henry Albert R. Fadullon
Chief Operating Officer
In the more than one
year since I joined
Phoenix Petroleum, I have
had the opportunity to lead
and witness many exciting and
ambitious plans unfold.
Our vision is “to be an indispensable partner in
the journey of everyone whose life we touch,”
and we are moving the business forward with
the aim of bringing this vision to life.
To this end, I would like to explain how we will do
this. Our growth strategy is anchored on four key
pillars: delivering the basics, growing the business,
breaking new ground, and building people and
capabilities.
DELIVERING THE BASICS
We are building the brand to be a credible and
preferred alternative to the major players by
developing a compelling fuels offer anchored on our
Phoenix PULSE Technology. We are strengthening
our retail network by revamping the look of our
stations, driving operational excellence by setting
the right standards, and ensuring that we deliver our
customer offer consistently.
GROWING THE BUSINESS
We continue to push aggressively in areas where we
see the greatest opportunity that delivers growth
and value. For instance, we will make our services
available in more airports and serve more airlines as
we grow the aviation business both in domestic and
international fronts.
We will expand our retail business with focus on
bringing our sites closer to where our customers are
and with more innovative formats, as we make retail
a major volume and value driver.
BREAKING NEW GROUND
While we continue to grow our
core business, we will explore
opportunities to drive growth
and create value for our
shareholders.
Our entry to the LPG
industry is timely as the
market is expected to grow
significantly and, we aim to
capture some of that growth.
Our strong performance in Visayas
and Mindanao provides us a good
platform to expand the business and
enter Luzon where the majority of
the market is.
Another new business is convenience store retailing
through our acquisition of the FamilyMart franchise in
the Philippines. Our deep knowledge and experience
in retail have encouraged us to go further into the
retail market. The CVS industry is ripe for exponential
growth, driven by fresh ideas and innovative offers
particularly in food where the FamilyMart brand—
being known for quality—is well-positioned.
We have also established a trading office in
Singapore to enhance efficiencies in our petroleum
importation and to serve as our springboard for
regional growth.
With the government’s “Build, Build, Build” program,
bitumen presents another great opportunity for us to
maximize synergies of our well-established business
in fuels with the construction sector. This year, we
officially entered this promising industry.
BUILDING PEOPLE AND CAPABILITIES
We believe that an enterprise can only be as good
as its people, so we will continue to ensure that we
attract the best and the brightest, and invest in their
development.
As we move forward, we are building upon a strong
foundation based on a visionary driving force,
integrity and professionalism, as well as loyalty and
pride in our people.
And so while we will always be alert for possible
opportunities, the focus is very much on execution.
We have demonstrated our capability to take on
and integrate new business, and now we need to be
able to demonstrate that we have the capability to
execute the strategy and create value for the new
businesses we have entered.
Your Phoenix Team very much understands what is
expected of us and we are up to the challenge. Yes,
we will!
6

up to
speed

PHOENIX PETROLEUM
Phoenix Petroleum launches Phoenix PULSE Technology for
enhanced power and
acceleration
Phoenix Petroleum launched its upgraded
fuels powered with Phoenix PULSE
Technology in FebruarY. The launch
introduced the new fuel technology that
putS Phoenix fuels at par with THE majorS IN
THE OIL INDUSTRY.
Available in all its fuel
products, Phoenix PULSE
Technology is a fuel
additive with advanced
cleaning and protection
properties for enhanced power
and acceleration. It is made with
cutting-edge fuel technology
by world-class fuel experts,
exclusively for homegrown brand,
Phoenix Petroleum.
Phoenix PULSE Technology was
launched in time for Valentine’s
Day as it aims to bring pulseracing
excitement to Filipino
drivers by giving more life to their
everyday drive.
The upgraded fuel products
promise three main benefits.
It avoids fuel filter blockage
in diesel-powered vehicles,
removes deposits from fuel
injectors, valves, and piston
surfaces, and provides engine
protection. Phoenix PULSE
Technology also helps result to
better fuel economy when used
continuously.
“The launch of Phoenix PULSE
Technology is in fulfillment of
our goal to be the most credible
alternative to the major brands.
We enhanced our fuel products
and improved our formulation not
only to be able to compete with
bigger players in the oil industry,
but more importantly, to add
value to every peso fueled up at
Phoenix,” said Phoenix Petroleum
Chief Operating Officer Henry
Fadullon.
Young actress Rhian Ramos
is the face of Phoenix PULSE
Technology—an apt choice as
Rhian represents adventure and
high-energy sports such as car
racing.
“Phoenix Petroleum’s PULSE
Technology-powered fuel is the
perfect fit for me as I’m always on
the go. I like adventure and living
life with excitement and to the
fullest, which is why I recommend
Phoenix to every millennial who,
like me, likes to get more for what
they pay for,” said Rhian.
For a locally owned petroleum
provider, PULSE Technology is a
milestone in Phoenix’s proud
15-year history.
“As a homegrown brand, we aim
to be the Filipinos’ top choice
not only for their fuel needs, but
also for fueling their dreams and
aspirations. We work hard and
continue to grow our business not
only so we can bring our vision of
being an indispensable partner to
life, but also because as the next
generation company, we want
to provide this generation with
the best products and services
at the best value,” said Phoenix
Petroleum President and CEO
Dennis Uy.
Phoenix PULSE Technology is
available at all Phoenix stations
in all fuel grades. These next
generation fuels are suitable
for Filipino drivers looking for a
connection unlike any other.
9

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PHOENIX PETROLEUM
Phoenix Leads The Charge In
2017
Phoenix Petroleum cemented its position
as the country’s leading independent
oil company and an emerging major as it
increased its market share to 6.2% in 2017
from 5.7% the previous year.
The Department of Energy in its Oil Supply/Demand Report for 2017
showed Phoenix Petroleum as the company that improved the most
in market share, reinforcing its reputation as the fastest-growing oil
company in the country.
2.1%
3.3%
4.4%
5.9%
4.1%
4.7%
5.7% 6.2%
0.3%
27.6% 27.4% 27.4%
24.4% 24.3%
25.5%
23.0%
20.3% 20.0%
14.1%
11.9% 11.9%
9.9%
8.4% 8.1%
6.9% 6.8% 7.0%
37.1%
37.9% 37.9%
38.5%
36.5%
35.4%
30.4% 30.7%
27.6%
2009 2010 2011 2012 2013 2014 2015 2016 2017
12

PHOENIX PETROLEUM
Congratulations
to our Business
Partners for
their exemplary
performance
throughout 2017—
proof that they
truly have the
13

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RETAIL AWARDEES - North luzon
Station of the Year
DODO
Verde Petrol Stations
(Phoenix Meycauayan)
Award received by Czylvester Pacheco
and Carmina Gaile Jutie
Station of the Year
CODO
Verde Petrol Stations
(Phoenix Meycauayan)
Award received by Czylvester Pacheco,
Carmina Gaile Jutie, Avelina Pacheco,
and Czyrus Pacheco
Lubes Generator of
the Year CODO
Verde Petrol Stations
(Phoenix Meycauayan)
Award received by Carmina Gaile Jutie,
Czylvester Pacheco, Avelina Pacheco,
and Czyrus Pacheco
RETAIL AWARDEES - south luzon
station of the year
dODO
HBR Phoenix Station & Services
(Phoenix Bauan 2)
Award received by dealers Hipolito and
Priscilla Revadulla
Lubes Generator of
the Year DODO
HBR Phoenix Station & Services
(Phoenix Bauan 1)
Award received by dealers Hipolito and
Priscilla Revadulla
Awarded by Phoenix COO Henry Albert Fadullon and General Manager
for Retail Business Ericson Inocencio during the Phoenix X Factor
Luzon Business Partners Appreciation Night on December 5, 2017 at
the City of Dreams Manila
14

PHOENIX PETROLEUM
RETAIL AWARDEES - MEGA MANILA
Station of the Year
DODO
Eastan Gasoline Station
(Phoenix Binangonan)
Award received by dealers Rosalinda
and Aaron Tan
Station of the Year
CODO
3rd Gen Fuel Station
(Phoenix Molino 1)
Award received by Jovies Perez, Hector
Sanares, and Anna Lariza Lopez
Lubes Generator of
the Year DODO
Eastan Gasoline Station
(Phoenix Binangonan)
Award received by dealers Rosalinda
and Aaron Tan
Lubes Generator of
the Year CODO
3rd Gen Fuel Station
(Phoenix Molino 1)
Award received by Jovies Perez, Hector
Sanares, and Anna Lariza Lopez
RETAIL AWARDEE - VISAYAS
Station of the Year
CODO
ACP5 Petroleum Trading
(Phoenix Numancia)
Award received by dealer Apol Zaraspe
Awarded by Phoenix
Vice Chairman and
Senior Strategic Adviser
Romeo de Guzman
and General Manager
for Retail Business
Ericson Inocencio
during the Phoenix X
Factor Visayas Business
Partners Appreciation
Night on November
23, 2017 at Marco Polo
Plaza, Cebu.
15

RUSH
RETAIL AWARDEES - NORTH MINDANAO
Lubes Generator of
the Year DODO
D. Domingo Gasoline Station 1
(Phoenix Cabadbaran 1)
Award received by dealer Virginia
Domingo
Lubes Generator of
the Year CODO
D. Domingo Gasoline Station 2
(Phoenix Cabadbaran 2)
Award received by dealer Virginia
Domingo
RETAIL AWARDEES - SOUTH MINDANAO
Station of the Year
CODO
PICIGI Phoenix Gasoline and Service
Station (Phoenix Cabantian)
Award received by Miguel Galvez,
dealer Patrick Linus Galvez, and Crejan
Galvez
Lubes Generator of
the Year CODO
Marchael Gas Station
(Phoenix Mabuhay 1)
Award received by station manager
Elrey Punay on behalf of dealer
Michael Buhisan
Awarded by Phoenix COO Henry Albert Fadullon and General
Manager for Retail Business Ericson Inocencio during the
Phoenix X Factor Mindanao Business Partners Appreciation
Night on December 8, 2017 at the SMX Convention Center, SM
Lanang Premier, Davao City
16

PHOENIX PETROLEUM
COMMERCIAL AWARDEES - LUZON
Top Volume
Contributor
2GO Group, Inc.
Award received by Matthew Parco
Top Lube Oil
Contributor
2GO Group, Inc.
Award received by Matthew Parco
Marine and
Fishing
Solid Shipping Lines Corporation
Award received by Fausto Tiu
TOP VOLUME CONTRIBUTORS:
Power Sector Assets and
Liabilities Management Corp.
Cebu Pacific Air
Transport and
Construction
JAC Liner, Inc.
Award received by Wilfredo Villa
Manufacturing
Central Azucarera Don Pedro
Award received by Rex Durban and
George Cheung
POWER AND GOVERNMENT:
Aboitiz Power - Oil Business Unit
MINING
Mareventures Mining and
Development Corporation
Mining
Taganito Mining Corporation
Award received by Roger Cadano
Long-time Business
Partnership Award
(5 years)
Steel Asia Manufacturing Corp.
Award received by Benjamin Yao
Awarded by Phoenix COO Henry Albert Fadullon and General Manager for Commercial and Industrial Business Roy Jimenez during the Phoenix
X Factor Luzon Business Partners Appreciation Night on December 5, 2017 at the City of Dreams Manila
17

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commercial AWARDEES - VISAYAS
Top Volume
Contributor
Ocean Fast Ferries, Inc.
Award received by Jay Maputol and
Genaro Lastimado
Top Volume
Contributor
Trans-Asia Shipping Lines, Inc.
Award received by Abraham Sy and
Judy Sy
Top Volume
Contributor
Cebu Sea Charterers, Inc.
Award received by Joy Sayson
Top Lube Oil
Contributor
Lite Shipping Corporation
Award received by Rolando Lahay-
Lahay
POWER AND GOVERNMENT:
Central Negros Power & Reliability Inc.
MARINE AND FISHING:
The Supercat Fast Ferry Corporation
18

PHOENIX PETROLEUM
commercial AWARDEES - VISAYAS
Top Lube Oil
Contributor
Concrete Solutions, Inc.
Award received by Janneth Acosta and
Mariciel Sta. Cruz
Transport and
Construction
Geo-Transport & Construction, Inc.
Award received by Lisa Halaghay and
Byron Sua
Manufacturing
Power and
Government
Kooll Company, Inc.
Award received by Kooll Company
representatives on behalf of President
Juanito Gamboa and VP Finance Jean
Chua
City Government of Cebu
Award received by Sñrta. Marie Trece
and Angelita Ponce de Leon
Awarded by Phoenix Vice Chairman and Senior Strategic Adviser Romeo de Guzman and General
Manager for Commercial and Industrial Business Roy Jimenez during the Phoenix X Factor Visayas
Business Partners Appreciation Night on November 23, 2017 at Marco Polo Plaza, Cebu.
19

RUSH
commercial AWARDEES - MINDANAO
TOP VOLUME
CONTRIBUTOR:
Y. L. Fishing Corporation
MANUFACTURING:
Top Volume
Contributor
Western Mindanao Power Corporation
Award received by Jose Marie Torrejon
Top Volume
Contributor
Rural Transit Mindanao Inc.
Award received by Leo Sotomil
SUMIFRU (Philippines)
Corporation
MARINE AND FISHING:
Jordan Fishing Corporation
Aleson Shipping Lines, Inc.
Top Lube Oil
Contributor
Apex Mining Corporation
Award received by Luningning de Luna
Transportation and
Construction
Bachelor Express Inc.
Award received by Stephen Camacho
Transportation and
Construction
Ulticon Builders Inc.
Award received by Susan Quintans
Power and
Government
Mapalad Power Corporation
Award received by Librada Tiongco
Manufacturing
ANFLOCOR Group of Companies
Award received by Diana Espolong
Long-time Business
Partnership Award
(10 years)
Davao Metro Shuttle Corporation
Award received by De Carlo Uy
Awarded by Phoenix COO Henry Albert Fadullon and General Manager for Commercial and Industrial Business Roy Jimenez during the Phoenix X Factor Mindanao
Business Partners Appreciation Night on December 8, 2017 at the SMX Convention Center, SM Lanang Premier, Davao City
20

PHOENIX PETROLEUM
lpg awardee - visayas
lpg AWARDEE - mindanao
LPG Dealer of the
Year
Citigas, Inc.
Award received by Christy Marie Woo
and Fulbert Woo
LPG Dealer of the
Year
Dreamers Gas Trading
Award received by Gerald Paul
Duremdes and Maripe Duremdes
Awarded by Vice Chairman and Senior Strategic
Advisor Romeo de Guzman and General Manager for
LPG Visayas and Mindanao Evelyn Gerodias during
the Phoenix X Factor Visayas Business Partners
Appreciation Night on November 23, 2017 at Marco
Polo Plaza, Cebu.
Awarded by Phoenix Chief Operating Officer Henry
Albert Fadullon and General Manager for LPG Visayas
and Mindanao Evelyn Gerodias during the Phoenix X
Factor Mindanao Business Partners Appreciation Night
on December 8, 2017 at the SMX Convention Center,
SM Lanang Premier, Davao City
lubes awardee
Lubes Distributor of
the Year
Southmin Consumers Inc.
Award received by Josefina Dalisay and
Felito Dalisay Jr.
Awarded by Phoenix Chief Operating Officer Henry
Albert Fadullon and General Manager for Lubricants
Sales and Distribution Jay Mujar during the Phoenix X
Factor Luzon Business Partners Appreciation Night on
December 5, 2017 at the City of Dreams Manila
21

22
New
Frontiers

PHOENIX PETROLEUM
Our newest
clients
Phoenix Petroleum has started supplying
Biodiesel, Premium 98, and Super 91 to
Meralco’s 11 fuel stations.
Meralco is the largest private sector electric
distribution utility company in the Philippines.
Phoenix Petroleum has extended its
into-plane services with Cebu Pacific for
its Bacolod and Dumaguete operations.
Cebu Pacific is a Philippine low-cost airline. In
2010, Cebu Pacific became the Philippines’ largest
airline based on the number of international and
domestic passengers.
Phoenix Petroleum has also started
supplying fuels to Aboitiz Power plants
in Cebu—the Cebu Private Power
Corporation (CPPC) and East Asia Utilities
Corporation (EAUC).
Aboitiz Power currently owns, operates, and
manages various generation plants, distribution
utilities, and retail electricity suppliers in the
Philippines.
Alaska Milk Corporation has switched
to Phoenix Petroleum for its monthly IFO
requirements.
AMC is the leading milk company in the Philippines,
providing canned, powdered, ready-to-drink, and
other milk products.
Phoenix Petroleum recently won the bid
to supply IFO to the Power Sector Assets
and Liabilities Management Corporation.
A state-owned company, PSALM is primarily tasked
with privatizing state-owned assets of the National
Power Corporation.
Phoenix Petroleum successfully
completed its first delivery of IFO 180 to
Granexport, the biggest copra processing
plant in the world.
Granexport specializes in extracting coconut oil
from dried coconut kernels, known as copra.
23

RUSH
NEW VENTURES
Phoenix spreads its
wings
In September 2017, Phoenix
Petroleum opened a trading office
in Singapore in a bid to broaden
our trading business and expand
to the region.
PNX Petroleum Singapore Pte.
Ltd. is the trading and supply
arm of the Phoenix Petroleum
group. It facilitates internal fuel
requirements and establishes a
regional presence in Southeast
Asia by following international
trading standards.
The office trades and supplies a
wide range of refined products
to serve all kinds of customers,
from retailers to ship owners, from
mining to transport companies,
and to airlines. Its services range
from supply and shipping to price
risk management. PNX Petroleum
Singapore is also open to other
partnerships and investments with
key players in Southeast Asia.
24
Paving the way for
new endeavors
In January, Phoenix Petroleum
announced a deal with Thailandheadquartered
Tipco Asphalt,
the leading manufacturer and
distributor of asphalt products
in Asia Pacific, and PhilAsphalt
Development Corporation,
to form a joint venture in a
40-40-20-percent share structure.
Under the name Phoenix Asphalt
Philippines, Inc., the newly formed
company will manufacture,
operate, market, and distribute
bitumen, bitumen-related
products, other by-products of
crude oil and petroleum products
and operate terminals and depots
in the Philippines.
In May, Phoenix Asphalt began the
construction of its own asphalt
plant in Calaca Industrial Seaport
Park in Batangas.
Phoenix Petroleum President and CEO Dennis Uy (4th from
left), PhilAsphalt Chairman Carlito Castrillo (center), and TIPCO
Public Asphalt CEO Somchit Sertthin (4th from right) lead the
contract signing on January 16, 2018 at the Shangri-La at the
Fort, Manila. They are joined by, from left, Phoenix Petroleum
COO Bong Fadullon, Vice Chairman Romy de Guzman, Chairman
Domingo Uy, TIPCO Public Asphalt Executive Director Jacques
Pastor, Managing Director Chaiwat Srivalwat, and PhilAsphalt
President Jose Paulo Castrillo.
TIPCO Asphalt executives visit the Phoenix Petroleum terminal
in Calaca, Batangas, on January 15, 2018. With them are
Phoenix officers led by COO Henry Albert Fadullon.
Phoenix Asphalt Philippines, Inc. breaks ground for its asphalt
facility in Calaca, Batangas, on May 3, 2018. Leading the
ceremony are, from left, TIPCO Asphalt CFO for Vietnam,
Indonesia, and Philippines Béranger Delimal, Phoenix
Petroleum Senior Vice President for External Affairs, Business
Development, and Security Atty. Raymond Zorrilla, Batangas
Vice Governor Sofronio Leonardo Ona, Jr., TIPCO Asphalt
Chief Operating Officer for International Retail Christophe
Voy, PhilAsphalt President Jose Paolo Castrillo, and Phoenix
Petroleum Corporate Secretary and VP for Corporate Legal
Atty. Socorro Ermac-Cabreros.

PHOENIX PETROLEUM
A big step into the
convenience store
retailing business
Also in January, Phoenix
completed the acquisition of
Philippine FamilyMart and its 65
stores.
The takeover of Japan’s
FamilyMart in the Philippines and
the company’s growth plans signal
a new age of competition in the
convenience store business in the
country.
The acquisition provides Phoenix
with the opportunity to grow
FamilyMart alongside its fuel
group, as both businesses strive
to capture a major share of their
respective industries.
Today’s green fuel
alternative
With last year’s acquisition of
Petronas Energy Philippines, Inc.,
Phoenix Petroleum entered the
fast-growing market for liquefied
petroleum gas in the country.
The move came as another step
to diversify Phoenix’s business,
and underlines the firm’s
environmental responsibility to
provide an affordable, green, and
highly efficient energy source.
Phoenix completed the 100%
acquisition of Petronas Energy
Philippines, Inc.—the Filipino LPG
unit of Malaysia’s state-owned
oil and gas giant Petronas—
on August 15, 2017. The deal
included the takeover of existing
infrastructure and distribution
facilities previously owned by
Petronas.
Petronas Dagangan Bhd (PDB) CEO Mohd Ibrahimnuddin
bin Mohd Yunus and Phoenix Petroleum President and CEO
Dennis Uy at the signing ceremony for the sale and purchase
agreement of Petronas Energy Philippines, Inc. and Duta, Inc.
in Kuala Lumpur, Malaysia.
Turn to the next page
to learn more about
LPG
Phoenix Petroleum led by President and CEO Dennis Uy seals
the acquisition of Philippine FamilyMart CVS, Inc. from SIAL
CVS Retailers, Inc. (a joint venture between ALI Capital Corp.
of Ayala Land, Inc. and the SSI Group, Inc.), FamilyMart Co.,
Ltd., and Itochu Corporation, during the signing ceremony on
January 10, 2018 in Manila.
25

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26

PHOENIX PETROLEUM
27

28

THINK
TANK

RUSH
Disrupting the
petroleum
INDUSTRY
Looking back to the 1970s
to 90s, the Philippine
gasoline and petroleum
products sector was tightly
held by three large companies—
Royal Dutch Shell, a British-
Dutch multinational oil and gas
company, one of the largest in
the world, Caltex, the Asia Pacific
brand of US oil giant Chevron,
and Petron, which by that time
was 40% owned by Saudi Arabia’s
Saudi Aramco and is part of the
San Miguel empire today.
With a concentration of
petroleum product supply
on urban centers, and other
regions left undersupplied and
underinvested by the top three,
as well as due to a lack of price
and service quality competition,
the Philippine government made
the decision to open the market
to new players and eventually
released the Oil Deregulation
Law of 1998 which allowed new
companies to participate in the
industry.
Young entrepreneur Dennis Uy
from Davao City saw a striking
opportunity to challenge and
disrupt the triumvirate of the big
oil players—an industry many
thought would be impenetrable.
In hindsight, Phoenix Petroleum,
as its name suggests, rose
strongly from its early beginnings
by focusing on underserved
markets and emphasizing its
domestic ownership. Over time,
the company transformed into
the largest independent in the
country with the additional
success of having become
the first oil company to be
listed on the Philippine Stock
Exchange following the industry’s
deregulation.
Phoenix Petroleum has built
a reputation as a homegrown,
efficient, and service-friendly
brand that is acknowledged by
its customers as being “a Filipino
company for the Filipinos,”
rather than an international or
Uy took a close look at the
market and noticed that
Mindanao was dominated by
the Big Three, and this was the
starting point. Inspired by an
opportunity to be a nimble fourth
player, he gathered together
some capital and built his own
brand.
Big milestones were Cebu Pacific
Air becoming the company’s first
large account, and BDO granting
its first credit line, which further
fueled Phoenix’s expansion until
it was ready for an IPO on the
30

PHOENIX PETROLEUM
THE RISE OF PHOENIX PETROLEUM AND OTHER
INDEPENDENTS IS CHANGING THE GAME OF THE
DOMESTIC PETROLEUM MARKET IN THE PHILIPPINES.
domestic conglomerate with
little identification potential and
customer connectivity.
Philippine Stock Exchange in
2007.
From its humble beginnings,
Phoenix Petroleum has grown
its network to more than 500
stations today and serves
hundreds of companies in various
industries. It is expanding from
retailing stations to supplying
fuel and lubricants to commercial
accounts, logistics, terminaling,
hauling, into-plane services, LPG,
bitumen, and convenience store
retailing.
The rise of Phoenix Petroleum
and other independents is
changing the game of the
domestic petroleum market in
the Philippines, with the share
of the top three shrinking from
dominance to 55% in just two
decades.
Phoenix Petroleum’s inspiring
performance has paved the way
for other local players to up their
game, and it will be exciting times
as the industry faces disruption
not only from within, but also
from changing technologies and
consumer needs.
31

RUSH
The Philippines, because
of its geographically
exposed position being
particularly vulnerable to
extreme weather conditions, has
been suffering from more violent
storms in recent years. With a
projected population growth to
an estimated 140 million people
by 2040 from roughly 100 million
people as of now, the demand
for energy is forecasted by the
Department of Energy to increase
to more than four-fold from 12.2
MW in 2015 to 49.3 MW by 2040.
Mindanao is projected to have the
highest growth in demand at an
annual rate of 8%.
While coal and oil will still play
a fundamental role in energy
supply for the country over the
next two decades and beyond,
there has been a focus set in
the Philippine Energy Plan 2017-
2040 on cleaner energy sources,
including liquefied petroleum
gas (LPG) and natural gas for the
transport sector, as well as on
increasing the share of renewable
energy sources—namely biomass,
geothermal, solar, wind, and
hydro—in the power mix in order
to sustainably reduce carbon
emissions. This should come
together with the promotion to
implement clean, efficient, and
smart energy technologies, since
meeting the dual challenge of
mitigating the risks of climate
change while boosting alternative
energy supply requires additional
technological advances.
With regard to renewable
energy, the Philippines seems
to be on the right track. The
installed capacity of renewable
energy in the country grew
significantly over the past years,
pushed by continuous promotion
and encouragement of the
Department of Energy towards
renewable energy developers
through a variety of incentives
such as feed-in-tariffs and priority
dispatch regulations.
Fuel transition in the
transportation sector
Another important step in
the energy transition of the
Philippines will be the adoption
of alternative fuels such as
natural gas and other power
sources for vehicles—a change
that will take significant effort
since it is disrupting an entire,
well-established ecosystem
built upon by established energy
companies, conventional vehicle
manufacturers, and infrastructure
plans.
Globally, this system is being
challenged in recent years with
the advent and growing popularity
of more environmentally friendly
cars and electric vehicles, as well
as scandals involving fraudulent
auto manufacturers downplaying
the polluting effects of their
engines. This has resulted in
several countries—including the
most populous, China and India,
as well as the U.K., Germany,
32

PHOENIX PETROLEUM
France, and Norway—into
moving towards banning the
production and sale of all diesel
and gasoline-powered vehicles.
Industry estimations expected
that by 2040, almost half of new
cars sold globally will be electric
vehicles and a significant part
of the rest will be natural gaspowered
or at least, hybrid.
While there are no plans for an
outright ban on gasoline and
diesel in the Philippines yet,
there is a clear strategy towards
the deployment of natural gas
vehicles (NGVs) and electric
vehicles—even if most jeepney
operators contested the idea for
cost reasons. The Electric Vehicle
Association of the Philippines is
pushing the government to install
a national development program
for electric vehicles over the
next 10 years which would not
only support electric vehicles,
but also build an entire industry
of developing, manufacturing,
selling domestically and
exporting them, and replacing
tricycles and jeepneys with
electricity-powered versions.
Overall, the increase in numbers
of NGVs and electric vehicles is
expected to drastically change
the energy landscape in the
Philippines up to 2040. Likewise,
change is also expected to
happen on the way the transport
sector is organized and how
the everyday experience of
commuters and travelers will
be shaped by more sustainable,
greener, and healthier transport
facilities.
As the market transitions to these
alternative energy sources, LPG or
autogas presents itself as a viable
and credible alternative to bridge
the transition from conventional
fuels to the electric vehicles of
the future.
LPG is today’s green fuel
alternative, being affordable,
readily available, and portable.
It is used as an alternative for
different applications, including
power plants. Autogas, or LPG
used to power vehicles, is now
commonly used in a growing
number of countries for private
cars and public transportation
vehicles.
The challenge for energy players
is to lead the way to the future
when the landscape will change
from sources to usage.
33

RUSH
tax reform law 101:
all you need to know
President Rodrigo Duterte signed into
law the Tax Reform for Acceleration and
Inclusion (TRAIN) on December 19, 2017.
The tax reform, which took effect at the
start of 2018, is expected to generate almost P150
billion in revenues, which will be used for various
infrastructure projects and social services.
Among the implemented revenue enhancing
measures were adjusting the excise taxes on fuel and
automobiles and the broadening of the value-added
tax base. Particularly for the oil and gas industry, the
new law also included the tax administration reform
called the mandatory fuel marking program.
Slated to start within five years of the
implementation of TRAIN, the fuel marking program
calls for all petroleum products imported to or
manufactured in the Philippines, to carry an official
fuel marking technology that will ensure the
payment of duties and taxes laid out in the TRAIN
law. The program aims to curb oil smuggling,
which is a rampant problem in the Philippines. The
Department of Finance (DOF) expects the system to
be in place by the second half of 2018.
WHERE THE TAXES WILL GO
INFRASTRUCTURE
PROGRAMS
EDUCATION
HEALTHCARE
SERVICES
In the next 5 years, the tax reform can fund:
35,745 km of paved roads or
786,400 km of temporary
bridge upgrades or
2.6 million hectares of
irrigated land.
629,120 public school
classrooms, or
2,685,101 public school
teachers.
60,483 rural health units, or
484,326 barangay health
stations, or
1,324 provincial hospitals.
New Excise Tax Rates for Fuel:
Automobile Excise Tax:
Fuel (per liter)
2017 and
prior years
2018 2019 2020
Price
Non-Hybrid
Cars
Hybrid
Cards
Diesel
0
Php 2.50
Php 4.50 Php 6.00
Up to 600,000
Over 600,000 to 1 Million
4%
10%
2%
5%
LPG
0
Php 1.00 / kg
Php 2.00 / kg Php 3.00 / kg
Over 1 Million to 4 Million
20%
10%
Gasoline
Php 4.35
Php 7.00 Php 9.00 Php 10.00
Over 4 Million 50% 25%
34

Beyond
Business
35

RUSH
Phoenix fuels the
dream of over
3,000 kindergarten
scholars
Phoenix Philippines Foundation, the
corporate social responsibility arm of
leading independent oil company, Phoenix
Petroleum, joined families and friends of 3,319
kindergartens from various schools nationwide
as it supported their moving up to grade one from
March 28 to April 5, 2018.
The youngsters were from 14 Phoenix-adopted
schools located in Batangas, Calapan, Manila,
Aklan, Cebu, Iloilo, and Davao City.
Since 2009, Phoenix Philippines Foundation has
been helping Filipino youths get started on life by
allowing them to study for free through its Adopt-
A-School program. From its first adopted school—
Vicente Hizon Elementary School in Davao City—the
program has now expanded to 23 public schools
nationwide—six in Luzon, seven in Visayas, and 10 in
Mindanao. Phoenix shoulders the monthly salaries of
the schools’ pre-school teachers and donates books
for their libraries, enabling pre-schoolers to study for
free.
Phoenix has also built Phoenix Libraries in various
schools across the country equipped with books,
tables, chairs, and other learning materials.
Before the start of each school year, Phoenix
employees help welcome the students to clean and
refurbished classrooms by joining the foundation’s
annual Brigada Eskwela program.
The company has also supported out-of-school
youths, the unemployed, and those seeking to learn
new skills, through the Alternative Learning System.
ALS is a free livelihood education program of the
Department of Education, implemented with the
support of institutions like Phoenix.
With two ALS schools—F. Bangoy Central
Elementary School in Davao City and the Banisil
Central Elementary School in General Santos
City—Phoenix helps fuel the dreams of more
Filipinos by sponsoring the salaries of instructors,
providing training facilities and equipment, and
allowing students to study various courses for free
such as welding, plumbing, electrical installation,
maintenance, computer servicing, and beauty culture
and hairstyling.
Education is one of the thrusts of Phoenix Philippines
Foundation and, over the years, it has helped Pinoys
by providing them with sustainable livelihood
opportunities.
36

PHOENIX PETROLEUM
Siklab Atleta launches
quest to bag FIrst
Olympic gold
With the goal of supporting athletes in
their quest to win a gold medal in the
Olympics, Siklab Atleta Pilipinas Sports
Foundation, Inc. was launched on
March 3, 2018.
At the helm of the organization is Phoenix
Petroleum President and CEO and
Presidential Adviser for Sports Dennis Uy.
“Siklab Atleta Pilipinas Sports Foundation will fuel
the country’s best athletes to make our dream of
bagging an Olympic gold a reality. We need to
provide our athletes the support befitting their
stature as our country’s representative to the world,”
he said.
PHOENIX FUEL MASTERS TRAIN
YOUNG BASKETBALL ASPIRANTS
Phoenix Philippines Foundation launched the Phoenix Pinoy Hoops
program on April 8, 2018 at the SBMA Gym in Subic, Zambales. The first
batch of young basketball aspirants trained from April 8 until April 11,
while the second batch had their training from
April 14 to 18.
Pinoy Hoops is the first in the series of events
of the Phoenix Philippines Foundation that
aims to develop athletes across the country
through basketball clinics conducted by
the Fuel Masters. By honing the skills and
talents of young basketball aspirants,
the company provides them with
opportunities to excel and be known
in the basketball industry.
The week-long tournament-style
camp, participated by kids aged
10 to 12 years old, allowed young
basketball aspirants to compete
and work in a team setting,
which simulates a varsity-game
experience.
37

RISING
STARS

PHOENIX PETROLEUM
A Highspeed
Hobby
Rhian Ramos is one of
the Philippines’ most
exciting young actresses.
A modern renaissance
woman, she is also a
competitor in a sport
that is typically maledominated—racing.
Her
penchant for motoring
is what led her to be
the brand ambassador
for the newly launched
Phoenix PULSE
Technology. We sat down
with Rhian to know more
about her newest pulseracing
hobby!
39

RUSH
You started racing as a hobby,
but now you’re taking it more
seriously.
Rhian Ramos: Yeah, I would say
it is still a hobby because in the
Philippines no one really gets paid
for racing, right? But, I do take it
seriously, it’s something that I feel
I need to do throughout the year
to de-stress from my day job.
What have you learned from
being in a male-dominated
sport? What are the
challenges you have to go
through?
Rhian: They are okay to lose
to anyone except to me. So,
sometimes you would think being
a girl in a male-dominated sport
means that, are they going to
take it easy on you? Are they a
little nicer to you? Do they like to
overtake? No! Because no one
wants to be behind a girl. So, it
just makes you a little bit more
competitive. But also, racing is a
giant mind game. So, sometimes
it helps and sometimes it doesn’t.
Sometimes, if they see my car
behind them in the rear view it
makes them a little easier to scare
but sometimes they can up their
game. It depends what kind of
driver you’re up against.
What motivated you to start
racing competitively?
Rhian: It was actually a media
event and I was one of the
celebrity racers that they got to
try it out in front of everyone and
then, when I was done with that
promotion, I just started getting
the feeling that I missed it. I
missed it a lot.
How did you deal with driving
at high speeds for the first
time? Did you get nervous?
How did you cope with that?
Rhian: Well, it was fun
immediately. I only remember one
time when it wasn’t fun. It was my
first accident. I was so scared to
get back in the car but the advice
that I got was, “get back in the car
Rhian Ramos, the face of Phoenix PULSE Technology,
takes a go-cart for a spin at the PULSE launch event.
on the same day.” I mean, after the
hospital check up and everything.
Get back into a car on the same
day because it’s just going to get
in your head. Now, I don’t fear
the accidents anymore because
I totalled that car and I had a
bruise in my knee. Safety gear is
everything, and if you have that
then you have nothing to fear.
What appealed to you about
joining the Phoenix family?
Rhian: It started with their
Premium 98 which I started using
for my Mini Cooper and in our
races. It’s a high-octane fuel and
it does not cause any damage to
the engine.
Because we have six races a
year, you want the engine life
to be healthy. You don’t want to
perform well in one race and then
you don’t know what your engine
will be like in the next race. So
it started when I chose Phoenix
Premium 98, and now it’s even
better with the launch of Phoenix
PULSE technology.
I’m really excited to be part of
the Phoenix family now because
they’re really leveling up their
products. It is easily at par
and competitive with bigger
international products out there,
but it’s homegrown and you get
more bang for your buck.
Would you say there is some
sort of misconception out
there in terms of standard of
fuel in the Philippines and
certain companies?
Rhian: I would say that the
Philippines is generally the kind
of country that wants to copy
whatever the US is doing. So, we
started off really not supporting
local products, but now, it’s like
we’re in this renaissance era
where everyone wants to throw
their support behind a local
product. Personally, I trust a lot
of local products more and more,
and it’s being proven how we have
40

PHOENIX PETROLEUM
items that are just as good
as imported items; and
personally, I would rather
be with a local company
because all the sources are
nearer and they don’t pass
through so many people
before it gets to you. You
don’t know what’s really
happening to the product
before it gets to you, so
I trust more the locally
sourced.
What do you hope to
achieve moving forward,
how do you see yourself
competitively involved in
racing?
Rhian: Acting is my passion
but it’s also my job. The fact
that it’s my job, sometimes
takes away my passion for
it. Now, racing is my passion
and I would never make it
my job because it would
take away my passion from
it.
So far, my experience is all
front-wheel drive racing.
So, I would like to do some
rear-wheel.
I actually only tried karting
last night before the launch
event, so I’m excited to
do this on a more regular
basis. It’s nice because
there’s a bit of drift to it. In a
front wheel-drive, you don’t
get that feeling.
I would probably just
try different kinds of
motorsports. I’m not
sure about drifting, but I
definitely want to try it. My
plan is that by next year, I
need to know how to ride a
motorbike because traffic
is driving me nuts lately. I’m
enjoying the long drives but
not inside the city anymore.
So, I will probably try to get
on a motorbike.
Rhian and the Phoenix Fuel Masters join for a group shot with
Phoenix Petroleum Management.
TV host and actress Rhian Ramos makes her drive come alive
with Phoenix PULSE Technology.
41

RUSH
Guard Matthew Wright looks
to pass at a Philippine Cup
game.
42

PHOENIX PETROLEUM
What fuels a PBA player?
A look at how diet and routine
drive the Fuel Masters’ top stars
If you want to maximize the performance of a powerful car, there are
certain steps you need to adhere to in order to make it run properly.
You need to take it out for a spin so it doesn’t sit in the garage too
long, apply lubricants and engine oil, and fill up the tank with topquality
fuel so it runs cleanly. The same goes for a top caliber athlete.
The demands of a long PBA season can weigh heavily, even for a wellconditioned
pro. Diet, recovery, and discipline are keys to success, so we
spoke to three players from the Fuel Masters’ squad, Matthew Wright,
Jason Perkins, and JC Intal to get a glimpse at what they do to stay at
their best.
Continued on next page
43

RUSH
day so I need to make sure I have
enough energy.
Q: How do you manage to stay
motivated and fit throughout the
season?
Matthew Wright: It’s 80% mental.
But, you know, at the end of the
day, it’s basketball and it’s fun
for me. I’m getting paid to play
basketball, so between the Fuel
Masters and the National team, I
can’t complain.
Rookie Jason Perkins
provides a dual-threat of
outside shooting and postplay
in the paint
Q: What’s your typical game day
routine?
Matthew Wright: Hydrate, drink
a lot of water before the games. I
try to eat as healthy as possible,
but that’s hard sometimes in
Manila. I just stay away from fast
food and get as many carbs and
vegetables as possible.
Jason Perkins: First thing I do
when I wake up is call my mom
so I can hear her voice. I meditate
for about 30 minutes, then get
some fish and some vegetables
like peas. I’ve been a pescatarian
for a while; hopefully, I’ll be a
vegetarian soon. After that, I
play some video games, mostly
NBA 2k, then maybe watch some
shows on Netflix.
JC Intal: For me, it’s all about
sleep. I make sure I get at least
7-8 hours. I like to eat heavy in the
morning—oatmeal, bacon, and
eggs. We practice three hours a
Jason Perkins: Motivation-wise,
I just try to be myself, because I
want to be one of the best in the
league, so that motivates me a
lot. To stay in shape, I’m doing
tremendous. I used to be 250
lbs, but now I’m below 220. Just
keep on the diet, and the trainers
are always here to help us stay
conditioned.
JC Intal: I believe in the saying,
you are what you eat. After 12
years of playing professionally,
I have a good routine and try
to stick to that. It takes a lot
of sacrifice, it’s not easy with
McDonald’s everywhere!
Q: How would you recommend
that an average Filipino
maintain a healthy
lifestyle?
JC Intal: It’s really all
about sleep, food, and
exercise. You don’t
necessarily have to eat
perfectly everyday or
exercise every day, but
trying to stay
disciplined and
maintaining a
consistent routine
is key.
Veteran leader JC Intal
shows no signs of slowing
down in his 11th season in
the PBA
44

Yes, We
Will!

RUSH
Success
Through Faith and Perseverance
Rosalinda Tan’s Binangonan
Phoenix Station was
named the 2017 Mega
Manila DODO Station and
Lubes Generator of the Year.
A mother of three, Rosalinda
embodies the Phoenix qualities of
passion, perseverance, inspiring
work ethic, and business success.
In this edition of RUSH, she
shared her story with readers so
they, too, can find lessons and
inspiration from her experiences.
Running two Phoenix gas
stations—the first being in
Binangonan in Rizal, and the other
in Camarin, Caloocan—has kept
Rosalinda busy since 2014—the
year she became a proud member
of the Phoenix dealer family.
“We decided to become a Phoenix
dealer because we believe that
there is a big future for the brand
and we share the values of the
company,” Rosalinda said.
She admits that her step was not
without challenges, but as soon
as she felt fulfillment in operating
the first Phoenix station, those
challenges became opportunities
for her “to think and aim bigger
and brighter,” as she puts it.
Phoenix has helped me grow to
expand beyond my comfort zone.
Rosalinda Tan, Dealer
2017 Station of the Year and Lubes Generator of the Year
under Mega Manila (Dealer-Owned, Dealer-Operated stations)
Not long after, she opened
the second station, helped by
her confidence in Phoenix’s
sustainable operations and strong
business fundamentals.
“Phoenix has helped me grow
to expand beyond my comfort
zone. Being in the gasoline
station business was very new to
us. Getting another station may
not be comfortable at first, but
Phoenix helped me a lot to take
calculated risks. When studying
a trade area, which includes
getting to know local customers
and businesses, we found that
there will always be a market for
Phoenix,” she said.
Her business model is to make
Phoenix the brand of choice in her
areas. This, of course, only works
when one has confidence in the
brand and is able to convey to
customers that they get the best
value for their money in terms
of products and services—that
customers should feel that their
effort to intentionally visit Phoenix
stations is worth it.
“I always think of our customers
first in order to be consistent in
giving them the best product
and the best customer service.
That way, we always strive
to be one step ahead
of our competitors,”
Rosalinda said.
This takes
dedicated
effort for
everyone
involved.
“The
success
of the
stations
would not be
possible if not
for the hard work
of our forecourt
crew, cashiers, and
the office team. I
personally meet
them quarterly
and build relationships with
them so that I can directly
show my support and care to
them,” she said, adding that she
only considers her stations as
successful when both customers
and employees are happy.
She also keeps in mind that as
employees are key to the success
of a station, they should also
benefit as the stations prosper.
“We give challenging but
rewarding financial incentives to
them for significant fuel volume
increases. Recognition for group
and individual crew like the
‘Lubes Best Seller’ were also
initiated,” Rosalinda said.
She praised Phoenix’s support
on business partners as “most
valuable,” pointing out that the
success of a station cannot be
attributed only to the dealer, the
brand, or the company alone, but
is instead, a team effort.
“Everyone must work hand in
hand to prosper in this very
competitive industry. Trust
between Phoenix and the
dealer is also very important.
At the end of the day, we just
have one vision, that is to be
an indispensable partner of the
people whose lives we touch,”
Rosalinda said.
Proud of her award, Rosalinda
emphasized that the values
she and her team share with
Phoenix—namely, passion and
integrity—are key for her success.
“I believe these are the values
that will carry the business on a
long-term basis,” she said.
46

PHOENIX PETROLEUM
Station of the Year
for Mega Manila
2017
Dealers Rosalinda Tan and
Aaron Tan receive their
award as the 2017 Mega
Manila Station and Lubes
Generator of the Year
under the Dealer-Owned,
Dealer-Operated category
from Phoenix COO Henry
Albert Fadullon and General
Manager for Retail Business
Ericson Inocencio.
Rosalinda
emphasized that the values
she and her team share with
Phoenix—passion and
integrity—are keys to her
success.
47