SOAR - Phoenix Petroleum Philippines

SOAR 

PHOENIX PETROLEUM PHILIPPINES, INC. NEWSLETTER 

VOL 3 ISSUE 4 OCT-DEC 2010 

New year, 

new high 

SOAR PHOENIX Oct-Dec 2010 / 1

FROM THE PRESIDENT 

Cheers to a bigger year 

Dennis A. Uy, Founder, President, and CEO 

Continue to adopt a 

beginner’s mindset: 

one that is hungry to 

learn and determined 

to improve all the time 

PHOENIX IN TOP 50 CORP. 

BizNews Asia ranked PPPI 38th 

in revenue and 47th in Return on 

Equity based on first half 2010 

performance (November 30 edition). 

2 / SOAR PHOENIX Oct-Dec 2010 

Twenty-eleven will mark the eighth year 

of our company since its incorporation. 

In the years that we have been 

together, I have never felt like I’m working. It’s 

because I love my work, I love our company, 

and I love us working together. 

Passion, discipline, and determination. 

These qualities have fueled our growth, and we 

will need these, and more, to achieve greater 

things this new year. 

2011 will be a more challenging year. 

Our targets will be higher. We will open 

more stations and increase our volume by at 

least 50%. This is all in line with our goal of 

becoming the leading independent oil player 

by 2012. 

While we have achieved much, we shouldn’t 

rest on our successes. Keep on working hard. 

Fulfillment comes in knowing that we have 

contributed much to the achievement of 

something great. 

We should continue to adopt a beginner’s 

mindset – one that is hungry to learn and 

determined to improve all the time. 

Own your work and take responsibility. This 

company is not mine alone. It is ours to grow 

and care for. Have a sense of ownership of the 

company. We are more than employees. We 

are stakeholders, and if we do a great job, we 

It was a nice experience to attend your investor 

briefing at the Tower Club last December 3. Since then, 

a lot of beautiful, record-breaking feats transpired. 

First, the company has become more "investorconscious" 

with the issuance of very important 

disclosures which guide the investing public, which 

later appeared in business sections of major dailies. 

Again, congratulations and I wish you and the 

Company more success. 

Manny Cabusao 

Pacific Ace Holdings, Ltd. 

benefit more people and communities. We are 

all in this together. Whatever each of us does 

affects the company as a whole. So we should 

use our skills and resources with integrity, 

responsibility, and purpose. 

Let us strive to always improve ourselves. 

Give more than is expected of you. Imagine the 

next 8 years if we work to our potential. 

As I keep saying: Only performance will 

keep us apart. We are only as strong as the 

weakest link. Don’t be that weak link. 

This 2011, let us turn our Passion into 

Performance. Translate our passion into results! 

Passion will be meaningless if not channeled 

into performance. Let our work speak for 

ourselves. 

I am confident that 2011 will be the year the 

Phoenix will truly soar. Let’s make it happen! 

Keep up the good work … You 

are showing the big boys how a 

fighting entrepreneurial company 

like yours can compete with them 

very effectively. 

Lance Gokongwei 

President 

Cebu Pacific Air

Love your work 

John Joseph Ong, Chief Finance Officer 

He who does not work, does not eat.” 

So we work! 

But how well must we work? 

Most of us are normally motivated by varying 

degrees of higher pay, prestige and/or power. 

While not necessary wrong, these 

motivations are subject to human limitations, 

particularly when they cease to become 

incentives once the objective has been 

achieved or when we simply cease to consider 

them such. 

The only sustainable incentive is one that 

transcends temporal limitations that cannot 

and will not diminish over time. 

In 1965, Pope Paul VI stated that the norm 

of human activity, in accord to the divine plan, 

is to allow men as individuals and members of 

society to pursue their total vocation and fulfill 

it. 

Pope John Paul II in 1981 more specifically 

declared, “From the beginning therefore, he 

(man) is called to work. Work is one of the 

characteristics that distinguish man from the 

rest of creatures, whose activity for sustaining 

their lives cannot be called work.” 

He further stated, “Man is made to be, in 

the visible universe an image and likeness of 

God himself, and he is placed in it in order to 

subdue the earth.” 

Work is, therefore, sanctifying and can 

(should) be offered as a gift to God along with 

the other travails and challenges that fill our 

daily lives. This, however, does not mean doing 

extraordinary things like inventing the next big 

thing or even getting nailed to a cross every 

Good Friday. 

Rather, it is doing the day-to-day ordinary 

things of everyday life and work exceedingly 

well – with patience, fortitude, and a 

continuous quest for excellence. This is true 

regardless of whether we’re sweeping the floor 

SOAR VOL 3 ISSUE 4 / Oct-Dec 2010 

EDItOrIaL: Corporate Communications Department 

Published by PHOENIX PEtrOLEUM PHILIPPINES, 

INC. (PPPI). all rights reserved. Copyright 2010 by 

PNX. No part of this newsletter may be reproduced 

in any manner without the permission of PPPI. this 

newsletter is distributed free to Phoenix staff, dealers, 

and business partners. 

or chairing a board meeting. 

Gifts should never be shoddy or in poor 

form, but rather shiny and smart. The best gifts 

mean little when given grudgingly, but what a 

difference when given out of love. Should our 

offering of our work to God be any different 

then? 

We need to focus on the major, major bonus 

that comes at the end of our lives and not just 

at the end of the fiscal year. 

John Joseph Ong was appointed CFO of Phoenix 

Petroleum on Nov. 3, 2010. He has more than 30 

years combined experience in foreign exchange 

broking and investment banking, investment 

analysis, and corporate treasury. 

He also has executive management of data 

network operations and the daily operations of 

an internet service provider. Most recently, Jojo 

was the Executive Vice President for Operations 

and CFO of Primeworld Digital Systems. 

this issue 

TOP SPEAK 

SOAR Vol 3 Issue 4 / October-December 2010 

2 From the President 

3 Top Speak 

4 Christmas Sparkles 

5 News & Movements 

6 Events 

7 Industry Watch 

8 New Stations 

11 Spotlight: Proud to be a Pioneer 

12 Business Partners Appreciation Night 

2010 

17 Most Outstanding Retail 

Business Partner 

18 BPAN Awardees 

19 Top Commercial Sales 

Volume Performer 

20 Lube Distributor of the 

Year 

21 Giving Back 

23 How I Help: Sharing the Mission 

24 Christmas Parties 

29 Lessons from 

Manny Pacquiao 

30 Money Smart: 

Investing in Stocks 

On the cover: Phoenix Sta. Cruz, Davao 

del Sur all lit up for Christmas 

PHOENIX PEtrOLEUM PHILIPPINES, INC. OffICES at: 

• Phoenix Bulk Depot, Sasa, Davao City (082) 235-8888 

• 25th Floor Fort Legend Towers, 3rd Avenue corner 31st Street, Fort Bonifacio Global City, 

taguig City (02) 403-4013 fax: (02) 403-4021 

• Suite 1 & 2, 8th Floor Limketkai Gateway Center, Lapasan, Cagayan de Oro City 

(088) 855-4527 Fax: (088) 855-4528 

• Mezzanine Floor, RD Plaza, Daproza St., General Santos City (083) 553-9207, 304-0046 

• 12th Floor, Skyrise II Building, Asia Town IT Park, Lahug, Cebu City (032) 236-8168, 236-8198 

• Door 5-7, Ground Floor JFC Bldg., Palanca Avenue, BREDCO Reclamation Area, Bacolod City (034) 4412683 

Email: contactus@phoenixphilippines.com www.phoenixphilippines.com 


CHRISTMAS SPARKLES 

Phoenix stations sparkle 

Phoenix stations nationwide were decked with lights and decors last Christmas that showcased dealers’ 

creativity and artistry. The following are the winners of the first “Phoenix Christmas Sparkles” contest. 

1st Place: Phoenix Arayat, Pampanga 


From left, Kelly Vergara-Matias, RTM-North Eastern Luzon; Mrs. 

Annette Sale and Mr. Sonny Sale, Arayat Station Dealer; Kim 

Buenagua, Retail Training Specialist, Luzon; and Jay G. Delloso, 

Brand & Marketing Manager, at the awarding. 

2nd: Phoenix Sta. Cruz, Davao del Sur 

Paintings were the 

main attraction of 

Phoenix Sta. Cruz 

last Christmas. Even 

its walls and bins 

were painted. 

Dealers Sonny and Annette Sale decorated their Phoenix 

Arayat with indigenous and recycled materials and Phoenix 

lubricant bottles. The judges admired the message behind 

the glitter: to care for the environment and remember the 

true meaning of Christmas. True to their message, the 

couple will share their prize money with streetchildren. 

3rd: Phoenix Malasiqui, Pangasinan 

From left, Jennifer Medina, 

RTM-North Western Luzon; Mrs. 

Feladelma T. Zafra, Malasiqui 

Station Dealer; Jay G. Delloso, 

Brand & Marketing Manager, and 

Michelle Alina, Station Supervisor 

receive their prize 

Phoenix Malasiqui glitters in colorful lights

Renewal of Cebu Pacific 

supply agreement 

Phoenix Petroleum and Cebu Pacific renewed their Jet A1 supply 

agreement. The signing was held on December 2, 2010 at the Fort, 

Taguig City. From left are COO Romy de Guzman, President/CEO Dennis 

Uy, Cebu Pacific Vice-President for Fuels and Cargo Joseph Macagga, and 

consultant Roberto Poblador. 

Phoenix is the exclusive logistics provider of Cebu Pacific in all its 

Mindanao destinations. In September 2010, Phoenix began fueling the 

airline’s regional flights from Mactan, Cebu. Cebu Pacific is the leading 

domestic airline in the Philippines. 

Promo with Malayan Insurance 

Phoenix Petroleum and Malayan Insurance signed a partnership for 

a rewards program for Phoenix loyal customers called “Todo Karga, 

Insured Ka.” The signing was held on July 8 at Waterfront Insular Hotel, 

Davao City. 

“We see this partnership as instrumental in helping to increase 

insurance awareness in the country through Phoenix’s customers,” said 

Malayan Insurance President Yvonne Yuchengco. 

Phoenix Petroleum AVP for Fuel Sales-VisMin Edgardo Alerta said 

Malayan offered the best package suited to motorists. 

At the signing were, from left, Brand and Marketing Manager Jay 

Delloso, AVP for Fuel Sales-VisMin Edgardo Alerta, Chairman Domingo 

Uy, Malayan Insurance Presidet Yvonne Yuchengco, EVP- Head of Sales 

and Underwriting Antonio Rubin, and VP-Sales Paolo Abaya. 

Malayan Insurance is the leading non-life insurance company in the 

Philippines. The promo will be rolled out on January 2011. 

NEWS & MOVEMENTS 

Credit facility from ChinaBank 

Phoenix Petroleum received a P350-M credit facility from China Banking 

Corporation. The signing was held on January 6, 2011 at the Phoenix 

Petroleum office in the Fort, Taguig City. 

In photo seated from left are ChinaBank First Vice President and 

Region Head of North Luzon Atty. Roberto C. Uyquenco; Phoenix 

Petroleum President and CEO Dennis Uy; and ChinaBank EVP and COO 

Ricardo Chua. Behind them are (L-R) ChinaBank Elcano, Binondo Branch 

Manager Gervie Mendoza, Phoenix Petroleum Asst. Treasury Manager 

Alecks Salas, AVP for Treasury Rey Phala, ChinaBank Deputy Senior 

Manager and Account Officer Ma. Cristina Puno, AVP Area Head – NL3 

Victoria Chua, AVP NLR Account Development Head Jocelyn Yu, and 

Phoenix Petroleum CFO Jojo Ong. 

China Bank, established in 1920, is one of the strongest and bestcapitalized 

banks in the country. It offers a wide range of financial 

products and services through more than 245 branches and close to 410 

ATMs. 

Movements 

Chryss Alfonsus 

V. Damuy, from 

Comptroller to 

VP-Finance (Cadet) 

effective Dec.15, 2010 

Rebecca Pilar C. 

Caterio, from AVP 

Treasury to AVP for 

Credit and Collection 

effective Jan. 1, 2011 

Reynaldo A. Phala, 

from Credit and 

Collection Manager to 

AVP Treasury (Cadet) 

effective Jan. 1, 2011 

Zeny B. Cua, from Accounting Manager to Deputy Comptroller 

(Senior Management Level) effective August 1, 2010 

Klier James E. Tiad from Materials Engineer to Engineering 

Superintendent (Assistant Manager Level) 


EVENTS 

New lubes distributor Phoenix Cyclomax in 2nd 

MDPPA Cup 

Iloilo-based Metrostate Consumer joins the growing family of Phoenix 

lubricants distributors. The contract signing was held on August 10, 2010 

at the EON Centennial Plaza Hotel, Iloilo City. On first row from left are 

Metrostate Business Partner Sheraton Que, Managing Partner 

Honesto Hsia, Phoenix AVP for Lubes Alberto Alcid, and now AVP for 

Treasury Rey Phala. 

Behind them are from left, Metrostate Sales Representative Chris 

Tapiz, Technical Consultant Michael Doce, and Phoenix Lubricant 

Accounts Managers Jesse Yap, Michael John Cambaya, Geoffrey Vinalon, 

and Paul Dexter Guirigay. 

Victorious 

V-Man Racers 

Phoenix Brand 

Ambassadors the 

V-Man Racers won 

major prizes 

at the Honda 

Dealers’ Cup on 

October 17 at SM City Davao. 

Young April King Mascardo placed first at the 100-125cc 

mixed category, while Roland King Antonee Ganotise came fourth. 

Niño Cabatingan (photo) won the 130cc open. Fellow V-Man Racer 

Gerald Jay Quio placed fourth in the same race. 

Cabatingan also placed third at the Open Four Stroke category. He is 

one of five riders who represented Mindanao at the finals in Manila on 

Nov. 14 at the Carmona Racing Circuit in Cavite. 


Phoenix Petroleum’s Cyclomax 

Motorcycle Oil took the 

limelight in the 2nd Motorcycle 

Development Program and 

Participants Association (MDPPA) 

Cup Racing held on October 17 

at the Carmona Racing Circuit in 

Cavite. 

Team Phoenix at 

the 2nd MDPPA 

Cup, led by AVP for 

HR and External 

Affairs Atty. 

Raymond Zorrilla 

The exciting race was held in a 

bigger and spacious race track. 

Phoenix brand ambassadors JM Riders Club at the Phoenix booth 

Team Phoenix TRIAD in Manila 

Three of the core officers of Team Phoenix TRIAD, Dr. Oscar Escudero, 

Jason Yap, and Alex Sam, joined the UNILAB RUN2 on Nov 21 at the 

Bonifacio High Street at the Fort, Taguig City. Doc Escudero and Jason 

Yap joined the 32km run that was participated in by almost a thousand 

runners. Alex Sam joined the 15km challenge along with 1,500 runners. 

A record of more than 10,000 runners registered, making it one of the 

most popular footraces in Metro Manila.

Car sales post record high since 1996 

168,490 units sold in 2010, up 27.2% 

Previous record was 162,000 units in 1996 

65.2% 

of sales is of commercial vehicles 

total of 109,799 units, up 27.4% 

69,754 of these are light commercial vehicles 

(pickup trucks, vans, compact wagons, full size 

utility vehicles), up 32.3% from last year 

36,903 are Asian utility vehicles , up 21.9% 

Demand for petroleum rising 

The Philippines consumes slightly more than 310,000 barrels per 

day (BPD) of petroleum products, up from 225,000 BPD in 2006. 

In the first half of 2010 alone, demand for petroleum products 

rose by 5.4% to 56.2 million barrels (MMB). 

Philippine petroleum products supply and demand (MMB) 

Source: Dept. of Energy 

2007 2008 2009 2010 

Refined production 72 65 52 59 

Imported finished products 46 48 58 57 

Total supply 118 113 110 116 

Total demand 105 101 107 112 

World oil demand soared in 2010, 

exceeding bullish forecasts 

Thousand b/d 

Source: International Energy Agency and GS Global ECS Research 

13,749 units sold in December, up 1.1% 

34.8% 

INDuSTRy WATCH 

is of passenger cars 

total of 58,691 units, up 27% 

2011 forecast: 4-5% growth 

Source: Chamber of Automotive Manufacturers of the 

Philippines Inc. and the Truck Manufacturers Association 

How do world oil 

price movements 

affect the local oil 

price? 

Crude oil price movements are normally cyclical, 

depending on supply / demand parameters. In recent 

times, price movements have been quite abnormal, 

dropping to a very low $10/bbl during the late 1998 

through the first quarter of 1999 prompting OPEC to 

agree on production cuts starting April 1999. 

The production cuts imposed by both OPEC and 

cooperating non-OPEC producers such as Mexico, Russia 

and Norway, caused crude and petroleum product prices 

in the world to increase substantially. 

These price hikes have affected even stronger 

economies like the US and inventories have sunk to very 

low levels after the winter demand. 

Upbeat on 2011 

GDP growth: 

2010 Forecast: 6-7% 

First nine months of 2010: 7.5% 

2011 Forecast: 5% 

Peso seen to strengthen 4.7% to 41.80 

by yearend. In 2010, it rose by 5.7% 

Gross domestic product (GDP) is the amount of goods and services 

produced in a year, in a country. It is the market value of all final 

goods and services made within the borders of a country in a year. 


NEW STATIONS 

Phoenix Liloan, Cebu 

Opened: October 8, 2010 

Dealer: RK Gaviola Phoenix Station 

Phoenix Apovel, CDO 


Dealer: WLagare Phoenix Station 

Location: Apovel, Bulua, Cagayan de Oro City 

The ribbon-cutting 

ceremony is graced by 

guest of honor Bulua 

Barangay Captain Al 

Legaspi. With him are 

dealer William Lagare, 

his wife Ma. Isabel and 

children, and Phoenix 

Petroleum Sales 

Manager George Nifras 


150th 

station! 

Cutting the ribbon are Jerome Almendras, Phoenix AVP for Fuel Sales- 

VisMin Edgar Alerta, Dealer Ric Gaviola and Kathryn Young with Malayan 

Insurance SAVP Rodel Nob and AVP Frank Dagohoy 

Unveiling of the 

150th Phoenix 

station historical 

marker led by 

Phoenix AVP for Fuel 

Sales-VisMin Edgar 

Alerta 

Phoenix “Todo Karga, Insured Ka” Promo with Malayan Insurance 

was launched at the opening. In photo are PPPI Marketing Officer 

Neb Bulaclac and Malayan Insurance SAVP Rodel Nob and AVP 

Frank Dagohoy 

Phoenix Cabuyao, Laguna 


Dealer: Exdel Supplies Corp. 

Location: Km 47 Old National Highway, Banlic, Cabuyao, Laguna 

Mr. Bryan Ercia and his 

family do the first gas-up, 

with Phoenix Asst. Vice 

President for Retail Fuel 

Sales - Luzon Joey Victor 

Cruz

Phoenix Emily Homes, Davao City 


Dealer: PICIGI Phoenix Gasoline and Service Station 

Location: Emily Homes, Cabantian, Davao City 

Dealers Mr. and Mrs. Patrick Galvez dealer (center in Phoenix polo shirts) cut the ribbon with 

Barangay Captain Atty. Joji Lumanog, Phoenix Chairman Domingo Uy, and Sales Manager Lito 

Patonona (now retired), with Team Phoenix and their crew looking on 

Phoenix Vineyard, Dasmariñas City 

Opened: November 18, 2010 

Dealer: ABRI Commercial, Inc. 

Location: Aguinaldo Highway, Vineyard, 

Dasmariñas City 

Cutting the ribbon are dealer Atty. Butch 

Bernardino, Mrs. Beth Son of locator Pmart, 

and Phoenix AVP for Retail Fuel Sales - Luzon 

Joey Cruz 

Dealer Atty. Butch Bernardino and Mrs. Beth Son of locator 

Pmart with the Phoenix Luzon Retail Fuel Sales team 

More new stations: 

Phoenix Bacolod 


Dealer: Bredco Phoenix Station 

Location: Bredco Compound, 

Reclamation Area, Bacolod City 

NEW STATIONS 

1st in 

Bacolod 

Phoenix Marbel, South Cotabato 


Dealer: LYN Gasoline Station 

Location: Zone V, Marbel, South 

Cotabato 

Dealer’s father, Mr. Ricardo 

Ferrer, does the first gas-up 


NEW STATIONS 

Phoenix Maramag, 

Bukidnon 


Dealer: Digoy’s Gas Refilling Station 

Maramag Mayor Alice Paulican Resus (center) leads the ribboncutting 

to formally open the station. Assisting her are Barangay 

Captain Nestor Paulican (second from left), Phoenix dealer Ramil 

Lopez (center), and Phoenix representatives led by Sales Manager 

George Nifras and Training Specialist Chin Talaguit 

Phoenix Trento, 

Agusan del Sur 

Opened: Dec. 18, 2010 

Dealer: Trento Phoenix 

Service Station 

Location: Trento, 

Agusan del Sur 

Opening Phoenix Trento are dealer Mr. and Mrs. Charlie Apura with PPPI 

AVP for Retail Sales-Mindanao Edgar Alerta, Retail Territory Manager 

Arnold Petel, and Sales Manager George Nifras 


Phoenix Lucena 


Dealer: Phoenix Lucena 

Location: National Highway, Lucena City 

Cutting the ribbon are AVP for Retail Fuels Sales Luzon – Joey Cruz, and 

dealers Mr. & Mrs. Bernard Quinto and Mr. & Mrs. Hermie Reyes 

Phoenix Sta. Rosa, 

Laguna 

Opened: Dec. 18, 2010 

Dealer: Phoenix Sta. Rosa 

Location: Sta. Rosa, 

Laguna-Tagaytay Road 

33rd in 

Luzon 

Ready to cut the ribbon are AVP for Retail Fuels Sales Luzon Joey Cruz; 

dealer’s husband RG De Guzman; Sta. Rosa, Laguna Mayor Arlene 

Arcillas–Nazareno; and dealer Joanna “Candy” De Guzman

SPOTLIGHT 

Proud to be a pioneer 

As Phoenix has risen, so has this pioneer 

Zeny Cua still remembers the early days 

when she was just the lone accounting 

staff of the company. That was in May 

2002, when the petroleum company was under 

a different name before finally becoming 

Phoenix Petroleum Philippines in June 2006. 

“We started small, around 10 people,” she 

recalls. Zeny was the only accounting staff 

doing multi-tasking. The office was located 

at the current address. When the company 

became Phoenix Petroleum, Zeny became an 

Accounting Supervisor. 

Today, the accounting staff of four has 

increased to 14 in VisMin with two assistant 

managers. Volume has grown eight times. “You 

cannot imagine now having four accounting 

staff to finish the financial reports with the 

voluminous transactions every month,” she 

says. “Every year the company continues to 

grow and it is quite amazing to see the success 

it is reaping and becoming known not only in 

VisMin but in Luzon as well.” 

As the company has grown, so has Zeny 

in her personal and professional life. She 

started working for President and CEO 

Dennis Uy in 1995 as a bookkeeper at his car 

dealership business. She followed him in his 

other businesses, until landing at a start-up 

petroleum company in 2002. 

“I love what I am doing and I am happy 

working for DAU,” says Zeny. “He inspires us 

to work harder. As he always says, treat the 

company as your own.” 

The original staff are still with Phoenix. 

Aside from Zeny, they are Alex Suan, Milky 

Ofilan, Rene Arceno, Ruben Taboco, Weni 

Punongbayan, Gerry Valmoria and Ed Comidoy. 

Through the years, Zeny has grown in 

learning and temperament. She says that back 

then, she was “so strict and insensitive to the 

feelings of others by being so frank. But now 

I have really mellowed. My peers can attest to 

the changes and I am thankful that I did.” She 

says her experience at Phoenix has taught her 

to accept people as they are and to work with 

them professionally. 

In August 2010, Zeny was promoted to 

the senior management position of Deputy 

Comptroller. “I just work and never had 

promotion in mind. All I wanted was that my 

2005: The original staff at a planning meeting 

with President Dennis Uy and wife Che 

Those were the days. They still work at 

Phoenix, affiliate companies, or family 

salary be commensurate with the efforts I 

made,” she says. “Never in my wildest dreams 

did I think that one day I will be holding a title 

as Deputy Comptroller. It’s amazing but scary 

because of the huge responsibility it carries.” 

With her new post, Zeny wants to make the 

Finance unit more effective and supportive to 

the needs of other business units. 

She is proudest of the rapid growth 

of Phoenix. “I have no doubt about DAU’s 

Greatest lesson 

Do not use people as your ladder to 

success. You just have to be you. Work 

harder to make your dreams come true. 

Secrets to happy work 

Work hard, keep the passion 

burning, and love what you are doing. 

Be honest and fair. Show to your peers 

who you really are as a person with no 

pretensions. Be a better person even if 

others are not. Always keep your feet on 

the ground no matter what. 

Motto 

“Try not to be a man of success, instead 

be a man of value.” 

leadership but never imagined the company 

to be this big in a short span of time. I know 

he has the gift and the passion to make 

everything a success and he leads by example. 

He is a very hardworking person, and the same 

goes to the people working with him. I am very 

proud to be a pioneer.” 

In her 15 years here, Zeny has given birth to 

her two children Kevin Cloi, 14, and Sofia Cloie, 

8, with husband Gary. Her work has allowed 

her to sustain and send her children to private 

school, acquire a car, save money for her kids, 

shop and go on vacations, and give gifts to her 

nephews and nieces at Christmas. 

Zeny is thankful to Phoenix and her boss 

“for bringing me where I am now, for being our 

inspiration all through the years. Your goodness 

and generosity is overwhelming.” 

She shares her success with her loving 

family and God. “My secret is faith in Him. His 

goodness is immense and unending.” 

The growth she has experienced for herself 

and the company has made Zeny realize that 

dreams come true if you work hard enough. 

She says, “When 

you dream, 

dream big, just 

like what DAU 

did.” 


BPAN 2010 

BPAN ‘10: A night of glitz, 

Phoenix Petroleum Philippines, Inc. 

celebrated a successful 2010 with a 

night of glitz, glamour, and entertainment last 

December 8 in Davao City. 

Some 600 dealers, distributors, suppliers, 

commercial clients, and business partners wore 

their best suits and gowns to the Hollywoodthemed 

event. The entire ballroom of Davao 

Convention and Trade Center was transformed 

into an elegant state-dinner-style venue with 

glittering chandeliers and flowing curtains. 

Phoenix Petroleum President and CEO 

Dennis A. Uy welcomed the business partners 

to the grand thanksgiving and recognition 

event. 2010 was a record year for the company. 

“As of third quarter this year, we have 

surpassed our core net income of the whole 

of 2009 by 45%. Our revenue and fuel volume 

are up, our station numbers increasing, and our 

reach widening,” he said. 

2011 will be a bigger year for Phoenix. 

“Expect a Phoenix that is more dynamic, 

more active, and more aggressive” as the 

company works toward becoming the leading 

independent oil company by 2012, Mr. Uy said. 

“By then, we can be called an Emerging Major.” 

After the President’s speech, outstanding 

business partners from Visayas and Mindanao 

were awarded. 

Phoenix Philippines Foundation presented 

its activities for the year, which included 

educational initiatives, medical and dental 

missions, blood-letting drives, tree-planting, 

and coastal clean-ups. 

Seven-year-old Chelsea Denise Uy, daughter of Phoenix 

President Dennis Uy and wife Cherylyn, charmed the audience 

as she sang the original song of the Phoenix Philippines 

Foundation, “You Can Make a Difference.” 

The Asidors provided live entertainment 


President Dennis Uy: ‘The 

Phoenix will soar higher’ 

AVP-Legal Atty. Pinky 

Cabreros and AVP- 

External Affairs and HR 

Atty. Raymond Zorrilla 

present awards 

Deputy Comptroller 

Zeny Cua and VP- 

Finance Chryss Damuy 

Raffle prizes up for 

grabs, with a dressedup 

Honda motorcycle 

as grand prize 

Host Mutya ng Dabaw 

2009 Resci Rizada 

President Dennis Uy and wife Cherylyn

BPAN 2010 

glamour & entertainment 

Phoenix Petroleum COO Romy de Guzman leads the toast. With him are 

President and CEO Dennis Uy and Chairman Domingo Uy. 

Chelsea Denise Uy sings the original song 

of the Phoenix Philippines Foundation, 

“You Can Make a Difference.” 

In his toast, Chief Operating Officer 

Romy de Guzman expressed passion and 

confidence that Phoenix Petroleum can soar 

higher and be in the big league. 

The celebration ended with the 

launching of the 2011 Phoenix Brand 

Campaign, “Ikaw Ano’ng Trip Mo?” Whatever 

your passion, wherever your journey, kahit 

ano ang trip mo, sasamahan ka ng Phoenix. 

The catchy “Sasamahan Ka Ng Phoenix” 

jingle was unveiled as Team Phoenix 

danced to the song. 

Phoenix Petroleum extends its 

gratitude to sponsors who donated to the 

Foundation: Sea Dove Maritime Services, F2 

Logistics, and RainChem International. 

Phoenix Philippines Foundation led by President 

Dennis Uy and Executive Director Cherylyn Uy present 

the Certificate of Continuing Support to foundation 

beneficiaries Philippine National Red Cross, Don 

Vicente Hizon Elem. School, Doña Asuncion Elem. 

School, San Roque Central Elem.School, and Davao City 

Federation of Fisher Folks Organization. 

CFO Jojo Ong and AVP- 

Credit and Collection 

Rebecca Caterio present 

awards 

Jinky Vidal 

and Freestyle 

rock the 

crowd 

Team Phoenix launches the 2011 Brand 

Campaign Jingle, “Sasamahan Ka Ng Phoenix” to 

rousing success. 

Special awards went to the Phoenix Man of the 

Night, Jordan Chua of Jordan Fishing in Bacolod, 

and Phoenix Lady of the Night, Nancy Santiago of 

Solar Fuel in Davao City. 

Brand Ambassadors V-Man Racers of Davao City receive a Certificate 

of Appreciation from President Dennis Uy, COO Romy de Guzman, and 

AVP-Lubes Alberto Alcid 


BPAN 2010 


All dressed up

BPAN 2010 


BPAN 2010 

16 / SOAR PHOENIX Oct-Dec 2010

PHOENIX TWENTy20 FuELS STATION 

As an elementary student, Manuel Lucio 

Villaflores sold fresh milk and chocolate 

milk to his classmates. Many years 

later, he learned to bake and partnered with 

his brother to create V’Brothers Cakes and 

Pastries. When a friend told him about Phoenix 

Petroleum, Villaflores read the website and 

learned that the company started in Davao 

City. 

“As a local of the city, I wanted to invest 

in a company that has its roots here, to help 

promote growth of businesses and progress,” 

he says. “I saw the fast growth as well as 

the stability and good management of the 

company.” 

Villaflores has been a Phoenix dealer for 

three years now. His family operates two 

Phoenix stations in Davao City. The first is 

in Ma-a while the second is in Dumoy. “The 

business with Phoenix is a tremendous 

blessing to our family,” he says. “Most 

importantly, I’m thankful because I’m able to 

give employment to the unemployed.” He likes 

the efficiency and support of all departments 

of Phoenix, from customer care, quality service, 

and flexibility. 

As a rookie in the oil industry, Villaflores 

learned from Phoenix the basics of running 

a gas station. He learned to master good 

customer service skills, time management, 

and balancing business and family. “Most 

importantly, I learned the virtues of patience 

and integrity particularly in dealing with the 

service crew and with clients who have diverse 

personalities.” 

He likes to socialize with people from 

different walks of life “because it is where I 

learn a lot of positive things.” He also knows 

how important it is to take care of your service 

crew. “They are the frontliners of the business 

and play a key role in the success of every gas 

station.” 

Aside from his Phoenix dealership, 

Villaflores’ businesses include an agribusiness 

and wholesale and retail of groceries. 

Trust in God and positive thinking are 

MOST OuTSTANDING RETAIL BuSINESS PARTNER OF 2010 

From selling milk to oil, 

Dumoy dealer excels 

Phoenix Twenty20 Fuels Station represented by dealer Manuel Villaflores’ wife Edylene and 

mother Estrella accept the award for Most Outstanding Retail Business Partner from Phoenix 

President/CEO Dennis Uy, COO Romy de Guzman, and AVP for Fuel Sales - VisMin Edgardo Alerta 

this entrepreneur’s key to success. “Even long 

before, when I was still single, whenever I pray, 

I always have a lot of ‘thank you’s’ to say to the 

Lord rather than asking Him of my desires and 

wants,” he says. 

Villaflores is now a happy husband to wife 

Edylene and father of two children. “Being a 

member of the Couples for Christ now also 

contributes a lot to our family’s faith because I 

learned to ask guidance from the Almighty to 

make important decisions.” 

A strong work ethic has guided him as a 

businessman. “Hard work and choosing the 

right people to work with you are some of 

the important elements in the success of 

the station,” he says. “I always deal with a 

complaint or problem seriously and in a timely 

manner. I never procrastinate.” 

Villaflores and his family and crew’s 

hard work were rewarded when Phoenix 

Dumoy was named most outstanding retail 

business partner of Phoenix for 2010, besting 

over a hundred dealers. He says, “Being an 

outstanding dealer will always be memorable 

to me because I’m new to the business yet 

because of my hard work, family’s support and 

the station frontliners and crew that I have, we 

earned that prestigious award.” 


AWARDEES 2010 

Lubes Distributor of the Year 

ORO TIME MARKETING, Cagayan de Oro 

Outstanding Lube Distributors 

SOUTHMIN CONSUMERS, Davao City 

ExCEEDALL DISTRIBUTORS, Naga City 

Certificates of Recognition 

TO Metrostate Consumer of Iloilo City, and 

Bacolod City’s Jordan Fishing Corp. of Bacolod 

City, Bacolod Golden Rock Construction & 

Development Corp., and Lumina Supra Energy 

TO Grantix Corp. of Cebu City, Unichem Industrial Sales of 

Cebu City, Negros Island Consumer Sales of Dumaguete City, 

Philbrand Consumer Sales of Ozamis City, and Philtyres 

Corporation of Davao City 


Top Retail Sales Volume 

Performers - VisMin 

1st: SOLAR FUEL CORP., Lizada, Davao City 

2nd. PHOENIx TAGUM GASOLINE STATION-1, 

Mankilam, Tagum City 

3rd. PHOENIx TAGUM GASOLINE STATION, 

Visayan Village, Tagum City 

4th. BUKIDNON PETROLEUM DISTRIBUTION 

& GENERAL MERCHANDISE, Hagkol, Valencia 

City 

5th. PHOENIx TWENTY20 

FUELS STATION, Dumoy, Davao 

City 

Top Commercial Sales Volume 

Performers - VisMin 

1st: MY GAS MARKETING, Davao City 

2nd: SUMIFRU PHILIPPINES CORP., Davao City 

3rd: JL DIAMOND STAR, Maramag, Bukidnon 

4th: DAVAO REYER TRANSPORT SERVICES 

CORP., Davao City 

5th: METRODZEL MARKETING 

CORPORATION, Zamboanga City

Most Outstanding Retail 

Business Partners - VisMin 

1st. PHOENIx TWENTY20 FUELS STATION, 

Dumoy, Davao City 

2nd: ORO PHOENIx REFILLING STATION, 

Magdum, Tagum City 

3rd: SOLAR FUEL CORPORATION, Sasa, Davao 

City 

4th: PHOENIx AGLAYAN, Aglayan, Bukidnon 

5th: 5N PHOENIx FUELS STATION, El Salvador, 

Misamis Oriental 

TOP COMMERCIAL SALES VOLuME PERFORMER: My GAS MARKETING 

Right values make 

business stand out 

When Jojo Sy, General Manager of My 

Gas Marketing in Davao City, started 

distributing petroleum products 

three years ago, Phoenix Petroleum was his 

partner of choice. 

The company offered total customer value 

proposition, Sy says. This includes customer 

service, pricing, logistics, and promotions. 

“Phoenix cares for their customers,” he says. 

“They’re concerned and sensitive to customer 

needs. It’s a customer-centric company.” 

Sy found out about Phoenix through the 

company’s strong brand position in the market. 

Now, the synergy has made My Gas acquire 

new customers as well as improved their 

company profile, he says. 

My Gas distributes petroleum to marginal 

commercial accounts, underserved petroleum 

consumer accounts, and unbranded stations in 

AWARDEES 2010 

Mr. Jojo Sy and wife Beverly Ann receive their award for Top Commercial Sales Volume Performer 

from Phoenix President and CEO Dennis Uy, COO Romy de Guzman, and Assistant Vice President 

for Fuel Sales - VisMin Edgardo Alerta 

Southern Mindanao. 

Sy attests to the product quality of Phoenix 

fuels, but more than that, he values the service 

that Phoenix provides. “They deliver the 

highest service level expectation.” 

For 2010, My Gas attained the highest sales 

volume for commercial accounts of Phoenix. 

“It was very significant and memorable 

when I received the award because it was my 

first time to receive such award from Phoenix,” 

he says. 

Aside from distributing petroleum, Sy is 

also engaged in the retail and distribution of 

imported tires and batteries. 

In his business undertakings, Sy’s 

principles for success are the same as Phoenix 

Petroleum’s: to have the right corporate values 

of integrity, hard work, and passion to succeed. 

And like the Phoenix, his business is soaring. 


LuBES OuTSTANDING DISTRIBuTOR OF 2010 

ORO TIME MARKETING 

Introducing a new product to the market 

poses its own challenges. Manuelito 

Acabal, owner of Oro Time Marketing, 

experienced this when he started distributing 

Phoenix lubricants in Northern Mindanao, 

CARAGA, Bukidnon, and Lanao del Sur. But 

Phoenix Lubes’ competitive prices and regular 

marketing activities helped build up the brand. 

Eventually the market became familiar with 

Phoenix lubricants, and demand started to 

pick up. Today, distributing Phoenix lubes has 

become the main line of business of Oro Time. 

The company, based in Cagayan de Oro, 

has been a distributor for a number of years, 

initially of consumer products. Later on, Acabal 

added adhesives to his product line. When he 

was approached to distribute Phoenix lubes, 

he accepted to supplement the efforts of his 

salespeople. 

He officially became a Phoenix distributor 

on January 2009. “From the on-set, I could 

feel the aggressiveness of Phoenix,” he says. 

“I’ve always been proactive with my other 

businesses. My inner motivation stems from 

my desire to help other people. I feel Phoenix 

complements my passion.” 

It was a challenge introducing the lubes to 

the market, but once customers tried it, Acabal 

focused on maintaining them despite the stiff 

competition. 

“With Phoenix I became proactive,” he says. 

“Being hands-on gives me inner satisfaction.” 

He does not wait for customers to place their 

orders, but pursues them. He customizes his 

sales efforts depending on the needs and 

wants of the market. 

Phoenix lubricants is now Oro Time’s bread 

and butter. Since becoming a distributor, 

Acabal has increased his warehouse capacity to 

double, and soon, triple. Besides the additional 

source of revenue, he feels happy to help more 

people by providing jobs and opportunities to 

them. 

Acabal is also thankful to Phoenix 

Petroleum and to his Account Manager, Jesse 


Proactive approach 

drives biz growth 

Oro Time Marketing’s Manuelito and wife Gloria Jean Acabal receive their Lubes Distributor of the 

Year award from Phoenix President and CEO Dennis Uy, COO Romy de Guzman, and Assistant Vice 

President for Lubes Alberto Alcid 

Yap. “In the last two years that I’ve been a 

Phoenix distributor, I’ve grown to treat him as a 

brother,” says Acabal. 

“He never fails to give me sound advice 

with regard to what products to push, and 

which areas to penetrate. The same is true for 

the entire Phoenix Lubes Team, from the AVP, 

all the way down to the Logistics Officer. They 

are always on hand whenever I need anything.” 

Last December, Oro Time Marketing 

received the highest Lubes award as Lubes 

Distributor for 2010. He assures that his team 

will try to its best to do even better this 2011. 

“I look at the rewards in the long-term,” says 

Acabal. “In a few years, when Phoenix becomes 

a dominant brand, I could say that I was one 

of the pioneer distributors that helped the 

company grow to its potential.” 

Oro Time’s 

Top Secrets to Success 

* Patience is a virtue that should be 

incorporated in all your undertakings. 

Be an inspiration to others and 

continuously motivate them. Always 

have a positive working attitude. 

* Be accountable for your actions. 

Always think about the consequences 

of what you say or do. 

* Have a sense of urgency. Life 

is too short to put to waste. Do not 

put off ‘till tomorrow what you can 

accomplish today. 

* Aim for excellence. If we’re going 

to do it anyhow, might as well do it the 

best way we can.

Tree-planting 

Phoenix Philippines Foundation held a tree planting and dispersal of 

tilapia fingerlings at the Davao River on November 20, 2010 in support 

of the Environmental Awareness Month. 

A thousand malibago trees were planted and 20,000 tilapia 

fingerlings dispersed at the Davao River. The fingerlings were donated 

by the Bureau of Fisheries led by Regional Director George Campeon. 

Phoenix Philippines Foundation started its “Save Davao River” 

campaign in 2009. Since then it has conducted tree-planting and tilapia 

dispersal at least twice a year. 

Phoenix employees led by Corporate Affairs Manager Ben Sur 

Kasalang 

Bayan 

Team Phoenix welcomed 11 

newlywed couples on November 

27 at the Kasalang Bayan at St. 

Joseph Parish, Sasa, Davao City. 

The couples had a power list 

of sponsors led by Chairman 

Domingo Uy, AVP for Fuel Sales 

Edgar Alerta, AVP for Legal Atty. 

Pinky Cabreros, AVP for Credit 

and Collection Rebecca Caterio, 

Corporate Affairs Manager Ben Sur, 

and Executive Assistant Lani Diaz. 

Reception was held at the pantry 

of the depot. 

Phoenix Library 

The second Phoenix Library was 

turned over to the San Roque 

Central Elementary School on 

October 13, 2010. 

Phoenix gave the school books 

for pre-school and grades one 

to four students. We gave them 

GIVING BACK 

story books, reference books, 

dictionaries, and English, math, 

and science books. 

The first Phoenix Library 

was turned over to the V. Hizon 

Elementary School last year. 

CHEERS! 

to our AVP for Lubes, Mr. Alberto Alcid, 

who donated four boxes of various books, 

including a complete set of Encyclopedia 

Britannica for our adopted schools. The 

books were turned over to the San Roque 

Central Elementary School. 


GIVING BACK 

Medical, 

Dental, Eye 

Mission 

Phoenix Philippines Foundation, held 

a Medical, Dental, Eye Check-Up and 

Bloodletting mission at Polytechnic College 

of Digos City, Davao del Sur on November 

27. More than 500 indigent patients, mostly 

children and senior citizens, were served. 

Volunteer doctors also performed eye 

operation on seven patients. 

Phoenix Petroleum Corporate Affairs Manager 

Ben Sur, Polytechnic College of Davao del Sur 

President Atty. Nestor Ledesma, and Red Cross 

Davao Chairman Tony Uy sign a memorandum 

of understanding on the program. 


Christmas gift-giving 

Phoenix Philippines Foundation held its fourth annual Christmas Day for 

Kids on December 30 at St. Joseph the Worker Parish Church, Sasa, Davao 

City. Over 600 children from nearby barangays received a Christmas pack 

of toys, school supplies, and food from Phoenix Foundation. 

Team Phoenix led by Chairman Domingo Uy and Corporate Affairs Manager Ben Sur 

Fun Run 

Children receive gifts 

from the Three Kings 

Phoenix Petroleum was a sponsor at the ABS-CBN Bantay Bata 

Fun Run on November 28 at Victoria Plaza. We provided singlets 

(shirts) and game prizes. Some staff also joined the fun run.

Sharing the mission 

“Tree planting makes me see the 

On weekdays she wears 

the hat of Purchasing 

Manager. But on 

weekends when there are sociocivic 

activities, she proudly wears 

the hat of Phoenix helper along 

with the dozens of Phoenix 

employees who join our CSR 

programs. 

Jonarest Sibog joined Phoenix 

Petroleum on March 2007 and has 

since been an active participant of 

Phoenix Philippines Foundation 

projects. “Joining CSR activities 

completes my role not only as a 

Phoenix employee but also as a 

Filipino citizen. It fulfills my desire 

to help and reach out,” she says. 

The Tree-Planting and Tilapia 

Dispersal activity on November 

20 was her most unforgettable 

because her husband, six-year-old 

son, and students joined Team 

Phoenix. “My son was very excited. 

He managed to wake up very 

early as we had to prepare some 

snacks,” says Jona. 

“I was amazed to see how 

willing they are to help. We were 

to plant around 1,000 Malibago 

trees; I could not imagine how 

we would finish planting if 

the participants were Phoenix 

employees only. Having them with 

us was really a big help.” 

STuDENTS 

Jona teaches one to two minor 

management and accounting 

subjects at MATS College of 

Technology. More than 30 of her 

students from a management 

class joined the tree-planting. 

Most of them were members 

of Mt. Apo Research Climbers 

Organization, a student group 

advocating environmental 

awareness and care. 

“We happened to discuss CSR 

in one of our topics. They got 

interested when I gave Phoenix 

Foundation’s CSR activities as an 

example,” says Jona. “They wanted 

to participate even though joining 

the activity will have no bearing 

on their grades.” 

She decided to bring them 

along so she could teach her 

students lessons beyond the 

classroom. 

“I also wanted to show them 

how sincere Phoenix in its 

advocacies and in living up to its 

Corporate Social Responsibilities. 

I wanted to inspire them and 

make them realize that business 

is not just about profits. I wanted 

to show that there is such a 

company as Phoenix who does 

CSR activities not just for sake of 

compliance or window dressing 

but an act of voluntary passion 

and care.” 

need to care and help, thus I learn 

to value life. Gift-giving teaches 

me to love more and give more. I 

learned to appreciate my blessings. 

I realized that the more I give, the 

more I am blessed.” 

Jona and her son 

Xyzar John plant 

trees along the 

Davao River last 

November. Below, 

with Phoenix 

teammates at the 

Christmas giftgiving 

for kids 

tree-planting 

Jona sees to it that she joins 

the tree-planting, Christmas 

gift-giving to children, and other 

activities of Phoenix Foundation. 

“Tree planting connects me to 

nature. I see the need to care and 

help, thus I learn to value life. Giftgiving 

on Christmas teaches me to 

love more and give more. I learned 

to appreciate my blessings as I 

realized that the more I give, the 

more I am blessed.” 

Last year, Jona joined AVP for 

Fuel Sales - VisMin Edgar Alerta 

in turning over computer units 

that Phoenix donated to her 

alma mater, the Matanao Central 

Elementary School. 

qUality liFe 

Aside from being Purchasing 

Manager, teacher, and foundation 

participant, Jona is now also a 

businesswoman. She and her 

husband opened a small eatery 

last December. Her husband 

oversees operations while she 

handles the finances. 

It’s a busy schedule but Jona 

strives to live a quality life by 

leaving a legacy and touching 

lives. She is proud to be with 

Phoenix. 

“I am very happy that I am 

with Phoenix as my principles 

and aspirations in life are in 

congruence with the things that 

the company advocates,” she says. 

“I hope that the level 

of participation in Phoenix 

Foundation’s activities will 

increase each year. I am looking 

forward to joining more CSR 

activities and seeing Phoenix 

Foundation expanding its reach.” 


EVENTS 

Superheroes party in VisMin 

The superheroes came out to party in Davao City on Dec. 

11 at the Pinnacle Hotel. Oh what a night! 

The Akatsuki group receives their 

Best Group Performance award from 

President Dennis Uy and wife Che 


2nd best 

in costume 

Karen Butac 

as She-Ra 

Winners Rommel Ciudadano as Hellboy 

and Apple Adora as Catwoman 

2nd best in 

costume AJ 

Mas as Darth 

Vader with 

Ben Sur as 

Iron Man and 

Leonardo Loria 

as Panday 

2nd best in costume Alex Suan 

as Wolverine, with ‘Lara Croft’ Chelsea Denise Uy sings Phoenix 

Foundation’s theme song 

AVP-Lubes Boy Alcid 

with Popeye’s ladies 

AVP-HR & External 

Affairs Atty. 

Raymond Zorrilla 

3rd place, Best Group Performance 

Naturo Clan 

Awarding Mr. & Ms. 

Phoenix Universe 

President/CEO 

Dennis Uy 

3rd best 

in costume 

Cathy 

Alvarez as 

Catwoman

Luzon does Cosplay It 

Even the Phoenix Mascot 

came to party 

President/CEO 

Dennis Uy 

COO Romy 

de Guzman 

Chairman Domingo Uy, Calaca Terminal Manager Aris Curayag, 

VP Finance Chryss Damuy, AVP Treasury Rey Phala 

Best in 

Costume: 

2nd placer 

Jay Ysulat as 

Neo from The 

Matrix, 1st 

placer Jay 

Delloso as the 

Joker, and 

third placer 

Gian Carlo 

Cobrador as 

Terrorist 

Asst. Treasury Manager 

Alecks Salas, Brand Manager 

Jay Delloso, CFO Jojo Ong, 

and AVP-HR and External 

Affairs Atty. Raymond 

Zorrilla 

EVENTS 

was a wild, wacky, and colorful 

Christmas party as Team Phoenix 

- Luzon dressed up in their 

favorite characters. The Dusit 

Hotel in Makati turned into a 

Cosplay showcase on Dec. 17 as 

many of the staff came in costume. 


EVENTS 

More VisMin 


Chairman Domingo Uy picks 

the raffle with Purchasing 

Manager Jona Sibog 

2nd Best Group Performer the Sailormoon Soldiers 

More 

Luzon

Inspirations 

Look at the word responsibility—“responseability”—the 

ability to choose your 

response. Highly proactive people recognize 

that responsibility. They do not blame 

circumstances, conditions, or conditioning 

for their behavior. Their behavior is a 

product of their own conscious choice, based 

on values, rather than a product of their 

conditions, based on feeling. 

~ Stephen R. Covey 

Opportunity is missed by most people because 

it is dressed in overalls and looks like work. 

~ Thomas Edison 

In the middle of difficulty lies opportunity. 

~ Albert Einstein 

Don't wait for extraordinary circumstance to 

do good; try to use ordinary situations. 

~ Charles Richter 

Do what you can, with what you have, 

where you are. ~ Theodore Roosevelt 

We design, convert, manufacture FUEL DISPENSING SYSTEMS 

HEAD OFFICE: Unit D Magara Townhouse Sierra Madre St. Highway Hills Mandaluyong City Tel. (02) 535-7716 

DAVAO: Staroil Gas Station Sasa Davao City (082) 234-8342 

INSPIRE 

The pessimist sees difficulty in every 

opportunity. The optimist sees the 

opportunity in every difficulty. 

~ Winston Churchill 

Action springs not from thought, but from a 

readiness for responsibility. 

~Dietrich Bonhoeffer 

"I must do something" always solves more 

problems than "Something must be done." 

~Author Unknown 

www.starpump.com 


INSPIRE 


Lessons from Pacquiao 

Manny Pacquiao’s victory against Antonio Margarito on November 2010 cemented his status as the greatest boxer of his generation. Not only 

did he win his eighth world boxing title in eight different divisions, he again proved he could win against bigger men. There is much we can 

learn from Manny Pacquiao, the boxer and the legend, that we can apply to our work and personal lives. 

1. HAVE A BRAVE HEART 

Boxing is the ultimate game of courage. The 

Pacman isn’t afraid of getting hit. He is able 

to take punches and even lets his opponents 

hit him so he’ll know their strength. He knows 

how to get out of a tight spot. At his fight with 

Margarito when he was close to the ropes, 

Pacman ducked and threw punches from below. 

When hit, he stands back on his feet. Know what 

you’re getting into, and give your best. 

2. give back 

His heart is as soft as it is big. Pacquiao could 

have pummeled Margarito but he showed 

compassion. “Boxing is not about killing 

each other,” he said. He is well-known for his 

generosity. Pacman gives back and helps the 

less fortunate. His motivation for becoming 

a congressman is to help the people of 

Sarangani. 

3. no eFFort, no gain 

Preparation is half the battle won. 

Before each fight, Pacquiao trains 

rigorously. He runs, swims, skips 

rope, and does sit-ups. Anyone 

who has tried having six-packabs 

knows that without effort, 

there is no reward. His strength 

and conditioning coach, Alex 

Ariza, adds variety to his 

exercises so that Pacman 

doesn’t become bored. 

4. plan a strategy 

Boxing is as much a mental fight 

as it is physical. Coach Freddie Roach reviews 

tapes of Pacman’s opponents to study how 

they play, their weaknesses, and how to 

attack them. He and Pacquiao practice the 

strategy until game day. And Pacquiao 

sticks to the plan. 

5. play to yoUr strengths 

This is a great part of Pacquiao’s 

strategy. Margarito had the advantage 

in weight, height, and reach but Pacman 

beat him with his lightning speed. 

Thus, if you’re at a disadvantage, find a way to 

maximize your strengths. 

Develop your other strengths as well. 

Pacquiao used to be a southpaw (hitting best 

with his left hand), but developed his right hand 

to hit as well. Now he can hit with both powerful 

hands, making him a lethal match indeed. 

6. challenge yoUrselF 

Pacquiao could have stayed in just one 

division, but he gradually moved up 50 pounds 

and won 8 world titles in 8 divisions – the only 

boxer to ever do so. He is proof that unless you 

challenge yourself, you 

won’t know what 

you’re truly capable 

of. 

INSPIRE 

7. Widen yoUr lens 

Manny Pacquiao doesn’t play just for himself 

or the money. He always says he wants to give 

people a good fight. Boxing is not just a sport 

for him but a way to make Filipinos happy 

and proud. Think not only of yourself. Consider 

how your actions affect other people and the 

company. You will then be more careful and be 

imbued with a greater sense of purpose and 

meaning. 

8. pray and be hUmble 

Pacquiao knows he’s the best boxer but he 

attributes his success to God. “All my life, my faith 

to God is the true secret that brought me out of 

life’s hardships,” he has said. Before and after 

every fight, he kneels to pray. He considers his 

talent God-given. He is confident of his abilities 

but listens to his coaches. He also doesn’t fail to 

thank his fans for believing in him. 

9. pick yoUr battles 

While boxing is a brutal sport, outside the 

ring Pacquiao tries to be a gentleman. Unlike 

his contemporaries, he doesn’t talk trash. When 

Floyd Mayweather and his father insulted him, 

Pacquiao did not dignify the remarks and just 

laughed them off. When people try to put you 

down, don’t stoop down to their level. Reserve 

your energy for the battles that matter. 

10. don’t stop learning 

Pacman is not just into boxing. He went 

back to school, studied public governance, 

and invested his money in businesses such as 

a Phoenix Petroleum station. Success must 

inspire you to expand your wings. Develop 

other facets of your life. Don’t be limited by who 

you are now. 

11. have FUn. relax 

Pacquiao works hard but plays hard too. He 

is always smiling. He knows how to relax. He 

plays basketball, billiards, and enjoys singing. 

Take time to recharge, play sports, and pursue 

your hobbies. When you go back to your work, 

you’ll feel more focused and energized. 


MONEy SMART 

Investing in stocks 

By Lani Diaz 

1. What is stock market 

INVESTMENT? 

It consists of the buying and selling of 

shares of stock of a company that is listed in 

the stock exchange. You invest and become 

part owner (stockholder) of a certain company 

up to the number of shares owned, with the 

hope that your money will profit in the future. 

What makes it different from savings or time 

deposit is that there are neither fixed terms 

nor any fixed yield. When you buy Phoenix 

Petroleum (PNX) shares of stock, you become a 

stockholder of the company. 

2. hoW mUch is the minimUm 

AMOuNT I CAN INVEST? 

It depends on the share price of the 

company. The Philippine Stock Exchange (PSE) 

has set board lots to follow. For example, 

if the price of the stock is between P5.00- 

9.99, you can buy a minimum of 100 shares 

and increments of that, thus a minimum 

investment of P500-999. If the price is between 

10.00-19.98, you can buy in lots of 100 shares 

too. Say PNX is trading at P12.00 and you buy a 

minimum of 100 shares, that’s an investment of 

P1,200. Note that brokers charge P500-600 per 

transaction, so if you want your investment to 

reap substantial benefits, you should buy at at 

least 1,000 shares or P12,000 plus broker’s fee. 

3. hoW do i bUy stocks? 

a. Approach a stockbroker. You can also do 

online trading. 

b. Fill up a CAIF (Customer Account 

Information Form). The broker can advise you 

on other details: payment or settlement date, 

request for a stock certificate, etc. 

c. Buy the stock of your choice. You can ask 

for recommendations from your broker and 

investor friends, and read business news and 

analysis regarding company performance. 

The Philippine Stock Exchange requires 

full disclosure of every significant report, 

information or news about the company to the 

public to level the playing field. 

d. You can order by phone for subsequent 

transactions. For online trading, you place your 

own order at your trader’s website. Trading 

time is between 9:30 am to 12:00 noon. 


3. hoW do i make money? 

You earn two ways: 

a. When the price of your stock goes up. 

For example, if you bought PNX shares in June 

2010, its traded price was P8.00. At the close 

of 2010, it was trading within the range of 11 – 

12.00. You would have earned from 3-4 pesos 

or 35% to 50% if you were to sell now. 

b. When the company declares dividends, 

either in cash or in the form of stocks. If you 

bought 1,000 PNX shares in June 2010, you 

would have earned 40% stock dividend since 

the company’s declaration of 40% stock 

dividend, ex-date in August 2010. This was 

paid in October. Thus, your total shareholdings 

would have been 1,400 shares. On top of this, 

the company gave out .05 cash dividend in 

2010 or 50.00 for every 1,000 shares. 

Note that this is the bright side of the 

picture. It is healthy for stock market prices 

to fluctuate. There are risks involved, though. 

Sometimes the market price of a certain 

company falls due to some adverse news, crisis, 

or external events. That is why you will have 

to carefully choose the stock and base your 

investment decisions on fundamentals such 

as price earnings, price earnings ratio, and 

industry prospects, and not on rumors. 

4. What Factors aFFect the 

perFormance oF stocks? 

The stock market is the barometer or gauge 

of how the economy is doing. It is up when 

there are good news, like when a company 

reports very good earnings. 

But in some major crises like the currency 

crises in 1998 when our peso devalued or 

when our Asian neighbors are faced with 

threats (like the North Korea incident), expect 

some knee-jerk reactions. 

5. When is the best time 

to bUy and sell? 

The irony in the stock market is: One sells 

and the other one buys. Yet both think they’re 

right. It’s best to do your homework first. 

Study the basics – pick the right company by 

learning about its earnings, future revenues, 

even historical prices and trends. The time to 

buy is when you have the resources and you 

have picked out the stock you like to bank your 

money on. 

As to when to sell, it now depends on your 

appetite. If you see that your stock is up by 

10%, you would have earned a respectable 

trading gain and a much better yield as 

compared to savings and time deposit. 

Or, you can position yourself as a medium 

to long term investor – say, hold on to it for a 

year or even more because the company will 

expand or grow further and the prospects 

are good. PNX has consistently declared 

dividends since the time it got listed in the 

stock exchange, from 2007 to 2009, 30%, 40%, 

and 40% respectively. If you held on to your 

PNX stocks since the time of our Initial Public 

Offering of P9.80, up to end-2010 closing of 

P12.36, you would have earned 26% on your 

investment, on top of the annual dividends. 

6. hoW oFten shoUld i 

monitor my stocks? 

It depends. If you are in for trading 

purposes, example: buy low and sell high 

(caution: there are times when you will have 

to sell at a loss or cut your losses, if the price of 

the stock goes down) then you may need to 

look at it daily. 

But there are other stocks which you can 

treat as an investment, meaning you can 

confidently keep it for a year or more. These 

are companies that have a long track record 

of profitability, and declare dividends year in 

and year out for over 30 years. You may just 

need to look at in on a weekly basis. It is good 

to acquire the discipline of monitoring your 

stock investments regularly because you might 

need to make some important decisions, like 

buying some more stocks or unloading some 

temporarily. 

Good luck and happy investing!

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of tanks including petroleum, chemical and other 

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ENGR. ABELARDO C. PAPA 

President & Gen. Manager 

MAIN OFFICE: 249 Manggahan St., Binakayan, Kawit, Cavite Tel (046) 434-6643, 434-9253, 434-1503 Fax (046) 434-1894 

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