Success through - Phoenix Petroleum Philippines

SOAR 

PHOENIX PETROLEUM PHILIPPINES, INC. NEWSLETTER 

VOL 1 ISSUE 3 OCTOBER-DECEMBER 2008 

Success through 

teamwork 

SOAR PHOENIX 1

2 

SOAR PHOENIX 

President’s Corner 

Always a team 

It has been another rewarding year for our company. The 

challenges were great, but our focus and commitment to our 

goals got us through the rough seas. This yearend, I would like 

to highlight one core value essential to our success: teamwork. 

Our successes would not have been possible without our 

ability to work together. In our long term successes, teamwork 

will still be the foundation. Everyday at Phoenix Petroleum, I 

am reminded of the importance of teamwork. Our departments 

function as separate units but need the cooperation and help 

of each other to get things done. The failure of one affects the 

greater team’s ability to deliver. Conversely, each unit’s strengths 

and cooperation empowers the team, allowing us to achieve 

more together than separately. 

Thus teamwork is the embodiment of many qualities. It 

means trusting each other’s abilities, respecting opinions and 

ideas, recognizing the contributions of each, having the same 

values, and working towards a shared vision. 

In our big activities such as PNXtreme Sportsfest, Business 

Partners’ Appreciation Night, and Annual Christmas Party, 

teamwork is of essence. But like most things, teamwork is 

revealed in the details, in the small daily work that we do. We 

build teamwork too with our daily lunches, First Friday Masses, 

and biweekly flag ceremonies. 

We call ourselves Team Phoenix to remind ourselves that 

we work together and succeed together. As we welcome the 

new year, let us all remember that “Together Everyone Achieves 

More.” 

A prosperous new year to all! 

SOAR 

VOL 1 ISSUE 3 

October-December 2008 

Dennis A. Uy 

President and cEO 

Editorial: corporate communications 

Department. Published by PHOENIX 

PETROLEUM PHILIPPINES, INc. (PPPI). 

All rights reserved. copyright 2008 by 

PPPI. 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, www.phoenixphilippines.com 

and business partners. It may not be used for commercial purposes. 

Phoenix Petroleum Philippines, Inc. offices at: 

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

- 7/F AcT Tower, 135 Sen. Gil Puyat Ave., Salcedo Village, Makati city 

(02) 813-4588 Fax: (02) 817-1155 

- 117 LYL Arcade, Baloy, cagayan de Oro 

(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 

Email: contactus@phoenixphilippines.com 

www.phoenixphilippines.com 

Our Vision 

As the first home-grown major player in the Philippine petroleum 

industry, we will be: 

- The “brand of choice” in Mindanao 

- The benchmark for excellence in the petroleum retail industry 

- The best value for money and unmatched customer experience 

President and cEO Dennis A. Uy 

Phoenix proudly announces 

Manny R. Quimson 

Vice President of PPPI, will also be the OIC for Fuels Sales 

- Luzon and Petrologistix. This is in addition to his current 

function as General Manager for Petroterminals. Effective 

October 14, 2008 

Sandee B. Elecerio 

OIC for Brand Depot in addition to her current role as 

Vice President for Human Resources and Shared Services. 

As OIC for Brand Depot, Sandee will focus on leading the 

team in building brand awareness for Phoenix Fuels and 

Lubes brands specifically in the marketing programs and 

promotional events. Effective October 16, 2008 

Rosalia Alingig 

Officer-in-Charge for Accounting-Luzon including 

subsidiaries. Effective October 11, 2008 

Cyrill Juria 

Manager for Fuels Sales - Luzon. Cyrill, a Chemical Engineering 

graduate from the University of the Philippines, 

brings with her more than 8 years of work experience in the 

retail oil industry. She has handled various responsibilities 

from Operations, Sales, Retail Fuels Pricing, Government 

Liaison, and Retail Training. Cyrill’s role will focus on the 

overall management and expansion of the Fuels Sales in 

Luzon for PPPI. Effective November 16, 2008 

Jonarest Z. Sibog, Officer in Charge for Purchasing. 

Effective August 15, 2008 

Arturo C. Alabanza, Assistant Vice President for Business 

Development. Starting November 17, 2008 

Reynaldo A. Phala, Credit and Collection Manager. 

Starting October 16, 2008 

Bobby A. Tuason, Corporate Communications Manager. 

Starting December 1, 2008 

Jason G. Delloso, Brand Manager for Lubes. 

Starting December 3, 2008 

On the cover: All for one, for all at the PPPI Leadership Workshop. 

Photo by Neb Bulaclac

MAnAGeMent Corner 

The passion to perform as a team 

People. Passion. Performance. TEAM PHOENIX started the year with the commitment 

to live out what it believes in. The tremendous task to excel and be the best in the 

industry fueled a passion to shine and prove one’s worth. In the process of out-doing 

our previous successes, we came to strongly believe in the importance and great role of 

TEAMWORK. Yes, PEOPLE had the PASSION to PERFORM as a TEAM. 

As ONE TEAM, we performed aggressively to reach our goal, to become Mindanao’s 

ONLY choice. And we are not far from that goal. As a people of substance, we had the 

humility to bow, acknowledge and learn from each others’ strengths. And as one TEAM 

PHOENIX, we shared the victories of our hard earned triumphs. From our various programs 

and events such as PHOENIXtremeQuest, Business Partners Appreciation Night, station 

openings in Luzon and Mindanao, each member of TEAM PHOENIX worked zealously 

to reach its goals. 

Our success could not have been achieved without teamwork. And we continue to 

uphold the principle of working together to achieve a common goal. TEAM PHOENIX 

is akin to a clock whose parts are made up of different pieces of various shapes and sizes. 

However, when they are assembled together, they function towards one direction in a 

precise movement. 

This is one year that we must all be proud of. Despite the challenges and hurdles that we 

face as a company, we are confident that we will overcome them. But we must never lose 

sight of the vision; never sit back on our achievements. We have just begun. 

Thus, Phoenix Petroleum continues to fire ahead in 2009 burning with a common 

endeavor for continued realization of our targets and goals. 

Together, let us keep this burning desire alive to fuel us to further success. A prosperous 

new beginning to all! 

Phoenix Petroleum Philippines, Inc. recently signed a threeyear 

agreement to supply fuel to Sumifru (Phils) Corporation. 

The contract was signed by PPPI President and CEO Dennis 

Uy, Sumifru Operations & Logistics Manager Ian Philippe W. 

Cuyegkeng, and Sumifru General Manager Hector E. Rivera, on 

December 16, 2008 in Davao City. 

Sumifru (Philippines) Corporation, an affiliate of Sumitomo 

Phoenix neWs 

Sandra B. Elecerio 

Vice President for Human Resources 

and Shared Services 

PPPI, Sumifru sign 3-year fuel supply deal 

Corporation, is one of the country’s top banana plantations. The 

company engages in the sourcing, production, shipment and 

marketing of fresh fruits, especially the export quality Cavendish 

bananas. As a producer of quality fresh fruits, Sumifru has 

markets in Japan, Korea, Middle East, New Zealand, and China. 

It now operates a total of 10,102 hectares in five different locations 

in Mindanao. 

Sumifru (Phils) corp. General Manager of Hector E. Rivera (fifth from right) and PPPI President and cEO Dennis Uy (sixth from right) shake 

hands after signing the fuel supply deal, Dec. 16, 2008 in Davao city. With them are (L-R) Nilo consular, PPPI customer Relations Officer of 

commercial and Industrial Accounts; Edgar Alerta, PPPI AVP Sales-Mindanao; Victor S. Mercado Jr., Sumifru Head of Procurement and Supply 

Management; Ian Philippe W. cuyegkeng, Sumifru Operations & Logistics Manager; Alberto Alcid, PPPI AVP-Lubes and chemicals; and chad 

Bacasmot, PPPI Lubes cRO. 

SOAR PHOENIX 3

Phoenix Petroleum Philippines, Inc. secured 

a P750 million omnibus term credit 

facility from a syndicate of banks which 

included Security Bank Corporation, 

Land Bank of the Philippines and Robinsons 

Savings Bank. 

SB Capital Investment Corporation, 

the investment banking arm and a wholly-owned 

subsidiary of Security Bank, 

was the mandated Arranger for the transaction. 

The signing ceremony was held in 

Manila on October 14, 2008. 

The proceeds from the omnibus credit 

facility will be used to partially finance 

Phoenix Petroleum’s capital expenditure 

requirements for the setting up/ expansion 

of its depot and logistic facilities in 

Batangas Union Industrial Park in Calaca, 

Batangas and Davao City. 

The funds will also support the company’s 

working capital requirements specifically 

the purchase of petroleum products 

for local sale and distribution. 

“The loan facility will enable Phoenix 

4 

SOAR PHOENIX 


PPPI gets P750-M 

loan for expansion 

Phoenix Petroleum Philippines, Inc. signed in October a P750 Million Omnibus Term credit 

Facility with a syndicate of banks composed of Security Bank corporation, Land Bank of the 

Philippines and Robinsons Savings Bank. SB capital Investment corporation was the mandated 

arranger for the transaction. Photo shows Mr. Dennis A. Uy, President and cEO of Phoenix 

Petroleum Philippines, Inc. (seated third from left) making the thumbs-up sign during the 

signing ceremonies. Others in photo (seated L to R): Alex J. Macapagal, First Vice President 

and Head of Investment Banking, Land Bank of the Philippines; cecilia c. Borromeo, Senior 

Vice President and Head of Institutional Banking and Subsidiaries Sector, Land Bank of the 

Philippines; Dennis A. Uy; Patricia May T. Siy, Executive Vice President and Head of commercial 

and Retail Segment, Security Bank corporation; and Reynold Y. Gerongay, President, Robinsons 

Savings Bank. Standing from L to R: Gerald K. Abrogar, Director and Vice President, SB 

capital Investment corporation; conrado A. Gloria, Jr., Executive Vice President, SB capital Investment 

corporation; Juanito Andres Henson, First Vice President, Robinsons Savings Bank; 

Loretta G. Mangilit, First Vice President, Security Bank corporation; Maricar R. Lopez, Assistant 

Vice President, Security Bank Trust Division; Luis S. Elizaga, First Vice President, Security Bank 

corporation and Roberto Martin S. Enrile, Vice President, Security Bank Trust Division. 

to continue and pursue our various expansion 

plans which include increasing the 

company’s terminal locations as well as 

storage capacities, strengthening logistics 

capabilities, investing on support infrastructure 

and widening our retail distribution 

network,” said PPPI President and 

Chief Executive Officer Dennis A. Uy. 

SB Capital Executive Vice President 

Conrado A. Gloria, Jr. said the term facility 

will enable Phoenix to lock up scarce 

fund resource from banks, which is a major 

advantage during this critical period. 

“Access to long-term liquidity will 

greatly benefit Phoenix as the company 

can immediately utilize the funds into 

productive use to shore up its oil inventory,” 

said Mr. Gloria.


Phoenix promos a hit 

In the last quarter, Phoenix Petroleum initiated two successful promos in Davao and Marikina. 

Ang Driver sa 

Phoenix, Alagang 

Linis, Kinis! 

Phoenix Petroleum Philippines, Inc. and 

multinational company Johnson & Johnson 

tied up for the “Ang Driver sa Phoenix, 

Alagang Linis, Kinis!” promo that 

gave away free soap with a minimum gas 

purchase at Phoenix stations in Davao 

City. 

“Ang Driver sa Phoenix, Alagang 

Linis, Kinis: Libreng Sabon, Magpa-Gas 

na Ngayon” promo ran on Thursdays, Fridays, 

and Saturdays from October 16 to 

November 8, 2008. Each day, the first 50 

Phoenix customers with a single/one-time 

purchase of 5 to 10 liters received one free 

Johnson’s Pure Essentials Family Soap. For 

public utility vehicles, a single purchase of 

at least five liters of gasoline entitled the 

driver to a free soap, while private vehicles 

needed at least 10 liters of gasoline 

At the launching of the promo, Assistant 

Vice President for Sales - Mindanao 

Edgar Alerta said, “Phoenix is proud to 

launch this promo with an established 

brand like Johnson & Johnson. At Phoenix, 

we recognize the hard work of drivers 

and we want to show we take care of 

them.” 

Said Johnson & Johnson Senior Distributor 

Development Manager in Southern 

Mindanao Rene Antonio Mascariñas 

Jr., “We are excited to team up with a 

young and forward-looking company like 

Phoenix. Their size and aggressiveness in 

opening stations in strategic places is key 

to helping us reach more consumers.” 

Johnson’s Pure Essentials Family Soap, 

launched in 2007, is now the third biggest 

bath soap brand in the country. 

Sa Phoenix, Panalo 

Ka! Scratch & Win 

A month after the Marikina station 

opened, Phoenix launched the “Sa Phoenix, 

Panalo Ka! Scratch & Win Promo.” 

The promo ran from November 15 to December 

15, 2008. 

Motorists won up to 500 pesos worth 

of fuel or lubricants at Phoenix Marikina 

station. 

Every minimum purchase of P500 of 

Phoenix fuel or lubricants in single and/ 

or accumulated receipts at the Phoenix 

Marikina Station automatically entitled 

the customer one scratch card. 

Scratch cards contained any one of the 

following winning denominations: P1.00, 

P50.00, P100.00, P500.00. 

The customer could opt to use the 

amount reflected in the card immediately 

for more fuel or lubricants or accumulate 

them until the end of the promo period 

for a bigger purchase. 

Use of the cards for purchase of fuel 

or lubricants was valid until 60 days from 

end of the promo period. 

The promo collaterals and scratch 

cards featured Phoenix Maiden Marian 

Rivera. 

SOAR PHOENIX 5

Phoenix Foundation adopts a school in Davao 

Phoenix Foundation is participating 

in the government’s “Adopt A School 

Program” through the Hizon Elementary 

School in Davao City. The school’s budget 

had been reduced by the Department of 

Education, thus from four teachers and 

four pre-school classes, the school had to 

abandon two classes, two teachers, and 

about 100 students. 

Phoenix now shoulders the honorarium 

6 

SOAR PHOENIX 


PPPI to supply fuel to nat’l police 

Service Store Systems nationwide 

Phoenix Petroleum Philippines, Inc. and 

the Philippine National Police Service 

Store Systems (PNPSSS) in November 

signed a Memorandum of Agreement for 

PPPI to supply fuel requirements for all 16 

PNPSSS retail outlets nationwide. 

The agreement provides for the 

construction of Phoenix fuel stations at the 

PNPSSS locations, and their completion by 

June 2009. It includes a flagship Phoenix 

fuel station at Fort Bonifacio in Taguig 

City slated to open in March this year. 

Dennis A. Uy, Phoenix Petroleum 

President & CEO, expressed his gratitude 

and commitment to Jose Salvacion, 

PNPSSS Administrator, for allowing 

Phoenix Petroleum to become a business 

partner of the PNPSSS and to share 

the Phoenix experience to its loyal 

customers. 

PPPI now has 86 stations, mostly in 

Mindanao. Late last year, the company 

opened three stations in Luzon, in 

Marikina, Zambales, and Cabanatuan 

City. 

In early 2009, PPPI will finish expansion 

of its Davao depot and construction of 

Phoenix Petroleum Philippines, Inc. 

(PPPI) and United Arab Emiratesbased 

Olympic Shipping Company LLC 

(OSC) inked on November 21, 2008 a 

memorandum of understanding for oil 

supply and investment. 

Under the MOU, PPPI and OSC 

agreed to explore the possibility of OSC 

supplying petroleum to PPPI in addition 

to its existing suppliers. The MOU also 

(L-R) PPPI Vice President and Director Jose Manuel Quimson, PPPI President Dennis Uy, 

PNPSSS Administrator Jose Antonio Salvacion, and PNPSSS Assistant Administrator and OIc- 

Operations Department retired PSSupt Nicanor casaclang after the MOA signing. 

its 40-million-liter storage depot and 

terminal facility at the Batangas Union 

Industrial Park in Calaca, Batangas. 

PNPSSS is a government functional 

entity created under Presidential Decree 

No. 875 on January 15, 1976 operating 

of two pre-school teachers including 

budget for instructional materials every 

month. The beneficiary teachers are Mrs. 

Adelfa Bachanicha and Mrs. Maria Liles 

Marcellana. Mrs. Bachanicha has been a 

pre school teacher for 17 years and Mrs. 

Marcellana for 9 years. 

The sponsorship is for one semester 

from July 2008 to March 2009. 

Using PFPI’s budget for instructional 

under the administrative management of 

the Philippine National Police. Its purpose 

is to provide common household and other 

merchandise to PNP personnel and other 

dependents at affordable and competitive 

prices in the region. 

Phoenix signs MOU with UAE oil firm 

defined the possible investment of OSC 

in PPPI, either through a joint venture 

with PPPI for the trading and/or supply 

of petroleum products in the Philippines 

or for the possible operation of storage 

facilities in the country, or through the 

possible purchase of equity to the extent 

allowed by laws, and setting the maximum 

terms and conditions which are to be 

negotiated within the next 12 months. 

Olympic Shipping Company, the 

agency branch of the Olympic Group, was 

established in 1979 in the Sharjah state of 

the United Arab Emirates and is engaged in 

physical supply and trading of petroleum 

products. The company handles sourcing 

of crude oil, petroleum products, metals, 

metal ores and concentrates for industrial 

consumers. Its manpower operates in 

more than 10 countries. 

materials, the school is buying children’s 

books and reference materials. They are 

also slowly making a pre-school library 

which they will name the Phoenix 

Library. 

Through this Adopt a School Program 

of Phoenix, we are able to help not only two 

dedicated pre-school teachers but save the 

education of 100 young pupils who belong 

to the poor sector of our community.

September 19-20 

Phoenix eVents 

Leadership Training Workshop 

Team Phoenix learned about leadership and management in a 

two-day Leadership Training Workshop in Davao facilitated by 

Mike P. Joseph, Jr., president of Manila-based Performex, Inc. 

“Leadership is the process of influencing others to understand 

and agree about what needs to be done and how it can 

be done effectively, and the process of facilitating individual 

and collective efforts to accomplish the shared objectives,” said 

Joseph. 

The team learned that leadership first starts with knowing 

the self. Having self-knowledge, a leader is able to study situa- 

October 20 

Refueling of Cebu Pacific 

in Zamboanga City 

Phoenix Petroleum launched our first into plane refueling with 

Cebu Pacific Air in Zamboanga City. “It was a success and everything 

worked well to include the newly acquired refueler,” said 

Alejandro Suan, Manager for Depot Operations and Logistics- 

Davao. 

Team Phoenix with workshop facilitator Mike Joseph, Jr. (seated fourth from right) 

tions and people and adapt the appropriate behavior. 

The team also learned about leadership skills, goal-setting, 

planning, and time management strategies. 

The workshop was made more fun with personal and group 

activities related to leadership. 

Joseph emphasized the Phoenix core value of Excellence, 

which he defined as: dedication to work, communication and 

sharing of expertise, appreciation of others’ talents, and aspiration 

with a higher goal in mind, “to trust in God and search for 

things of a more rewarding kind.” 

November 1 

PTT visits Davao depot 

The heads of PTT Philippines Corporation visited the PPPI 

office in Davao City. As one of PPPI’s suppliers of Fuels and Lubricants, 

the PTT party visited the lubes warehouse and depot 

and pier facilities, currently being expanded. Shown in photo 

from L-R are PPPI Comptroller Chryss Alfonsus V. Damuy; 

PPPI AVP for Lubes and Chemicals Alberto D. Alcid; PTT Philippines 

Corporation Operations and Logistics Director Wisarn 

Chawalitanon; PPPI GM Mindanao Operations Nicholas D. 

Dy; PTT Philippines Corporation President & CEO Siripong 

Phoungpaka; and PPPI Manager-Davao Depot and Logistics 

Operations Alexander U. Suan. 

SOAR PHOENIX 7

November 29 

PPPI sponsors 

Jose Mari Chan 

concert 

Phoenix Petroleum was the presentor of 

the Christmas Souvenirs concert with 

Jose Mari Chan and family at the CAP 

Grand Auditorium. The singer sang his 

well-loved holiday songs such as “Christmas 

in our Hearts” with daughter Lisa. 

Jose Mari chan sings his popular songs 

Phoenix banners were prominently displayed 

inside the full concert hall 

8 

The singer signs autographs for fans 

SOAR PHOENIX 

December 7 


PPPI supports Pacman’s big fight 

PPPI proudly supported boxing hero 

Manny Pacquiao, who pummeled Oscar 

de la Hoya in the year’s biggest fight, Dec. 

6 in Las Vegas. 

In support of Pacquiao, Phoenix 

Petroleum in its F. Torres St. station in 

Davao City gave a free live showing of 

the Dream Match on Sunday morning. 

Billboards and banners supporting 

Pacquiao were also put up in all 

Davao stations and in General Santos, 

hometown of the world’s best pound-forpound 

fighter. 

The underdog Pacquiao dominated 

the bigger and more famous De La 

Hoya from the start of the fight. De La 

Hoya gave up after the eighth round and 

walked to the center of the ring to congratulate 

boxing’s new “Golden Boy.” 

Manny Pacquiao, along with Marian 

Rivera, are the new Phoenix endorsers. 

Pacquiao will also become a Phoenix 

business partner by putting up a Phoenix 

station in General Santos City. 

Free live showing of the Pacquiao-De La Hoya 

Dream Match at Phoenix F. Torres station. 

A crowd gathers to watch the Dream Match. 

Pacquiao shows why he’s the world best 

pound-for-pound boxer 

Phoenix Petroleum and Manny Pacquiao, 

winning the hearts of Filipinos 

Victory ad of Phoenix and Pacquiao

CoVer storY 

Success through 

Teamwork in action 

teamwork 

at the PPPI Business 

Partners’ Appreciation 

Night in Davao city, 

Dec. 14 

In today’s globally 

competitive arena, 

individuals are expected to 

perform their best, but for an 

organization to be successful, 

collective best performance is 

essential. 

At Phoenix Petroleum 

Philippines, Inc., teamwork 

is a core value: “We value 

relationships. We achieve our 

goals through collaborative 

efforts, recognizing the 

contribution of team members 

and respecting each other’s 

opinions and ideas.” 

General Manager for 

Mindanao Nick Dy says 2008 

was a year where teamwork 

made growth possible. 

“Teamwork is best 

exemplified in the operating 

and financial performance 

of Phoenix in spite of an 

extremely difficult industry 

situation in 2008,” says Mr. Dy. 

“While the industry will see the 

major players of the industry 

suffer highly significant drops 

our Core Values: 

Integrity 

Excellence 

Service 

Innovation 

Teamwork 

Stewardship 

in their financial results, and 

even be in negative territory, 

Phoenix will exhibit increasing 

financial results.” 

Lani Diaz, Executive 

Assistant to the President, 

says the last quarter activities 

provided great opportunities 

for teamwork. For the Business 

Partners’ Appreciation Night 

and Christmas Party, business 

units worked together to 

prepare and execute the 

program well. Lani also 

oversaw the packing of 

food and giveaways for the 

Christmas Outreach Program, 

and was happy to see the 

efficiency of the team when it 

was most urgent. 

“Regular coordination 

meetings, company-initiated 

seminars like strategic 

planning, Sportsfest, and other 

team-building activities go a 

long way towards developing 

the value of teamwork,” says 

Lani. 

Beyond special events, 

teamwork to be imbibed must 

exhibit clearly in daily work. 

Marketing Officer Neb 

Bulaclac defines teamwork as 

“not waiting to be told to do 

something. Rather, you do it 

because it is your responsibility. 

You lend a hand or do your job 

not because of your bosses’ 

orders but out of your own 

initiative.” 

Cooperation and care are 

essential, says Accounting 

Assistant Marichel Uy. 

“Teamwork is the cooperative 

effort by the members of a 

group or team to achieve a 

common goal. It is the spirit to 

care for others in your group, 

to help them, support them 

and then win together.” 

Like all values, teamwork 

when practiced, increases. It 

starts with a shared vision, 

says Mr. Dy. “We can continue 

developing teamwork in the 

company by making sure that 

our people understand the 

vision of the company.” 

Individuals and leaders 

have their own roles. Each 

individual must be committed 

to a team effort and live the 

tenet that “alone we can do so 

little; together we can do so 

much,” says Mr. Dy. Leaders 

must “lead our people by 

example in working toward 

the common vision.” 

Teamwork is the result 

of different values at work: 

humility, cooperation, and 

respect. Mr. Dy shares the 

essentials of a united team: 

“Teamwork is when ‘the 

whole is greater than the sum 

of its parts.’ There is no ‘I’ in 

teamwork. It is never worrying 

who will catch you when you 

fall. 

‘“As Michael Jordan said, 

‘Talent wins games, but 

teamwork and intelligence 

wins championships.’” 

In this competitive industry, 

individuals must prioritize the 

company’s goals and work as a 

team for Phoenix to fly higher. 

Coach Dean Smith to Michael Jordan in his freshman year at UNC: Michael, if you can’t pass, you can’t play. 

Baltasar Gracion, Spanish Priest: The path to greatness is along with others. 

Coach Phil Jackson: The strength of the team is each individual member...the strength of each member 

is the team. 

Norman Shidle: A group becomes a team when each member is sure enough of himself and his contribution 

to praise the skills of the others. 

Richard Wellins, William Byham, Jeanne Wilson: Teams are not ends in themselves; they are a means by 

which to achieve other organizational goals. 

Unknown: Teamwork divides the task and doubles the success. 

SOAR PHOENIX 9

10 

Phoenix Pride 

Passion is her secret 

Passion defines Aileen Joy Adora’s work 

ethic. Apple, as she is called by the 

team, was named the first PHOENIXpride 

awardee for September. 

Apple started work in PPPI on 

February 12, 2007. Previously, she was 

data encoder for seven years at the Bureau 

of Fisheries and Aquatic Resources. 

Her work as Depot and Logistics 

Coordinator in the PPPI Davao depot 

involves multi-tasking and experiences 

that constantly challenge her, says Apple. 

She assists in dispatching deliveries to 

customers, documenting and encoding, 

and hands-on training on barge receiving 

and tank sounding. 

“What I really like most with my job 

right now is I can be a sales agent for 

JetA1 where for 2008 we got the account 

of the US Government and DYNCORP 

International under the defense energy 

support center,” she says. 

How the account was bagged counts 

as Apple’s most challenging experience yet 

at work. That was in July 2008 at the 25th 

floor of the Diamond Hotel in Manila, 

where she met Larry Robins, DYNCORP 

International Fuels Manager, and Michael 

Twyman, representative of the US 

Government Defense Energy Support 

Center - Zamboanga Base, to sell Phoenix 

JetA1 fuel. Apple had no experience in 

sales and marketing except for trainings 

on sales during college. 

In that two-hour meeting with the 

Americans, Apple handed them the PPPI 

Annual Report and introduced to them 

Phoenix. “All my English were used up 

that day,” she laughs. 

Apple kept in mind what her boss, 

Manager for Depot Operations and 

Logistics-Davao Alex Suan, told her: 

“Apple ayusin mo kasi ikaw lang ang 

nakapag-travel at your level at ma-meet 

ang mga Americans.” 

When the Americans challenged her 

if Phoenix could refuel in Cotabato right 

away, Apple said yes, Phoenix operates 

24/7. 

“They gave me the approve signal and 

said to me, ‘Aileen, we have good business.’ 

I’m really happy because of what I did for 

the company,” she says. 

Apple thus considers it a great 

responsibility to monitor the application 

as a merchant for the multi-service 

aviation so that the US government can 

SOAR PHOENIX 

PHOENIXpride September awardee Apple 

Adora at her work desk 

Apple, in her group’s dance costume at the 

christmas party, receives the PHOENIXpride 

award from President & cEO Dennis Uy and 

VP for Human Resources Sandee Elecerio 

refuel in different areas where PPPI has 

JetA1 operations. 

“With the support of the Finance 

department, it is really a big deal to us 

because without the application we may 

not able to get the account,” she says. 

“For now we are listed in the directory 

of defense energy support center as their 

supplier and a multi-service aviation 

merchant worldwide.” 

Apple appreciates being able to share 

her ideas at work. “In my previous job I 

didn’t experience having a conference 

meeting with the big guys but here I can 

attend meetings. It challenges and pushes 

me to work hard because anytime they 

will call you and ask some data and ask 

some ideas.” 

She is grateful for the support of the 

company, especially her boss Alex Suan 

and her two kuya at work, Aris Curayag 

and Milky Ofilan. “Top management 

is very confident and trusts me and my 

colleagues in our department in everything 

we do.” 

Her family, officemates, personal 

dreams, and love for work inspire Apple 

to work hard. 

“This is the work that I have longed for 

– multi-tasking and doing my own strategy 

for sales as long as I have my boss guiding 

me and coaching me the dos and don’ts. 

Having good officemates who support me 

and a good boss who acts like my father 

inspires me to work hard.” 

Says Apple, “If you love your job, you 

won’t ask for something as long as you 

have management who will support you 

all the time.” This, she believes, also keeps 

staff loyal. 

The most valuable lesson Apple has 

learned from PPPI is “to be professional 

always and to discipline yourself. Doing 

different jobs is a process of learning,” she 

says. “When you concentrate and manage 

your time well, then you can achieve your 

goals.” 

PHOENIXpride lessons from Apple & chel 

1. Be professional and discipline yourself. 

2. Focus on your work and manage your time well. 

3. Be positive, humble, patient, and calm even when under pressure. 

4. Love your work. 

5. Be ready and confident to do whatever task is required.

Phoenix Pride 

Positive attitude is the key 

On December 20, 2008, PPPI recognized 

its first PhoenixPride awardees, Aileen 

Joy Adora and Marichel Uy. The 

PhoenixPride award is given monthly 

as part of the Phoenix Employee 

Awards or The Phoenix of Performance 

– Recognition for Outstanding Service 

and Excellence. 

This is the first Phoenix Employee 

Recognition Program that acknowledges 

and rewards deserving Phoenix 

employees for their exceptional 

performance, work ethics and support 

of the Phoenix Vision, Mission and core 

Values. 

The PHOENIXpride awardees are 

recognized for contributing to the 

organization superior service, creative 

thinking, and/or demonstrating our core 

Values. The special award symbolizes the 

impact our people make by bringing the 

PHOENIX core Values to life. 

The Phoenix of Performance & 

Service Award Program encourages all 

employees to acknowledge performance 

and demonstrate behaviors that 

support our vision, mission and core 

values; provides flexibility, simplicity 

and consistency for recognition across 

all business units, support groups and 

areas of assignments; and gives Phoenix 

a platform to applaud its most valuable 

assets – its people. 

For October PHOENIXpride Awardee 

Marichel Uy, a positive attitude gets 

any job done. 

Marichel has been an Accounting 

Assistant under the Accounts Payable unit 

since January 19, 2007. Prior to Phoenix, 

she worked as an Accounting Personnel at 

Nakashin Davao International, Inc. 

As PPPI Accounting Assistant, Chel 

is responsible for the timely payment 

processing of all the company’s bills. She 

likes that she has a part in “providing 

responsive financial reports and 

information for the management. I also 

have the opportunity to know all our 

counterparts from Luzon and Visayas.” 

In her almost two years’ work, Chel 

has learned to handle the challenges that 

come with the job. The most challenging, 

she says, is the constant pressure and 

follow-up from different business units to 

do all their rush requests. 

Chel says she found it 

intolerable at first. “But I 

realized that in order for 

me to love my job and get 

through with it, I have to 

be able to deal with them 

nicely despite the pressures 

coming from them,” she 

says. “It helped me to 

develop a positive attitude 

towards my job and my 

colleagues. It also helped 

me to learn to become 

more patient and calm.” 

This she considers her daily 

challenge. 

Chel’s boss, PPPI 

Comptroller Chryss Damuy, appreciates 

the attitude and quality that Chel brings 

to her work. “She is somebody who works 

without counting. She is so dedicated and 

always adds value to everything that she 

does,” he says. “She is able to deal with 

different levels of people very effectively. 

She is very patient yet assertive.” 

Mr. Damuy notes that even with all the 

deadlines and loads of work, Chel manages 

to finish her work promptly “with all her 

patience shown on the expression of her 

face.” “She always smiles even with all the 

pressure.” 

Indeed, humility and patience are 

valuable lessons Chel has learned from 

work, as well as striving to be better in 

everything she does. 

PHOENIXpride October awardee Marichel 

Uy at work 

chel accepts her PHOENIXpride award from President & cEO 

Dennis Uy and VP for Human Resources Sandee Elecerio 

She takes pride in being part of a 

fast-growing and prestigious company 

like PPPI. “The company gives a sense of 

importance to us as partners. Benefits (life 

and health insurance), meal allowance, 

supportive heads, approachable and 

generous Chairman and President...what 

can you ask for?” 

Chel is inspired by her family’s love 

and support. “They give me strength and 

happiness to pursue my dreams and work 

harder,” she says. “Above all I am inspired 

by God, My Shepherd, who continues to 

shower us countless blessings.” 

She shares these inspiring words from 

American church leader David O. McKay: 

“Let us realize that the privilege to work 

is a gift, that power to work is a blessing, 

that love of work is success.” 

SOAR PHOENIX 11

Phoenix 

Phoenix and partners 

Phoenix Petroleum Philippines, Inc. held a 

night of gratitude, fun, and celebration on 

during the Business Partners’ Appreciation 

Night on December 14, 2008 at Apo View 

Hotel, Davao City. The event also served 

as Grand Launching of Phoenix Maiden 

Marian Rivera, who was special guest. 

Before the program started, guests 

played games and were entertained by 

comedians. After dinner, popular TV 

and movie actress Marian Rivera was 

introduced as the Phoenix Maiden. A leg 

injury did not stop Marian from dancing 

and singing. 

Mico Aquino, one of the first Phoenix 

dealers, offered a toast to the company. 

“In my own personal experience, I 

have seen how Phoenix has grown. I am no 

longer surprised to see a Phoenix station 

in places far and wide. It is because I, along 

with my fellow Phoenix dealers, have full 

confidence and the highest expectations of 

what this young, visionary company can 

do,” Aquino said. “To Phoenix Petroleum, 

The LAFF Attackers entertain guests 

Phoenix Maiden Marian 

Rivera sings and dances 

PPPI AVP Sales-Mindanao Edgar Alerta 

and General Manager-Mindanao Nick Dy 

congratulate the new owner of a DVD player. 

12 SOAR PHOENIX 

may the coming years be years of strength, 

growth, and excellence. May you soar as 

high as your dreams!” 

In his speech that night, PPPI President 

and CEO Dennis Uy thanked business 

partners for their confidence, trust, and 

loyal support in Phoenix. 

“The distance that our young company 

has traveled – and will continue to travel – 

would not have been possible without you, 

our valued business partners,” he said. 

“As we set our goals higher, the 

challenges will be more daunting. But I 

am confident that if we work together 

and stick to the Phoenix slogan of People, 

Passion, Performance, and Innovation, we 

will fly higher than ever,” said Uy. “For this 

company that we have built together, the 

best is yet to come.” 

Later, PPPI awarded outstanding 

dealers and lubes distributors. The night 

ended with a raffle draw where Phoenix 

gave away various grand prizes such as a 

refrigerator, camera, and computer. 

Guests enjoy the games and win Phoenix 

souvenirs for prizes. 

Mico Aquino, 

one of the 

first of many 

Phoenix 

dealers, leads 

the toast for 

Phoenix. 

PPPI President and cEO Dennis Uy 

PPPI senior executives led by chairman Domingo Uy, 

daughter chelsea with Phoenix Maiden Marian Rivera 

PPPI senior executives pose for photos with Phoenix M 

Guests and business partners 

join the toast for Phoenix

eVents 

celebrate a good year 

President and cEO Dennis Uy, his wife cherylyn, and 

toast to more years strength, growth, and excellence. 

aiden Marian Rivera 

Mr. and Mrs. Rodulfo I. cornejo, Jr. of 

Rc Phoenix Service Station in Agusan 

holds his Award of Excellence in Retail 

Despite a leg injury, Phoenix Maiden Marian Rivera gives her all. 

Mr. and Mrs. Ramil c. Fabella of Bislig city Phoenix Fuels Gasoline and Servicing Station receives 

an Award of Excellence in Retail from PPPI President Dennis Uy, AVP for Sales-Mindanao 

Edgar Alerta, AVP for Lubes and chemicals Boy Alcid, and Gen. Manager-Mindanao Nick Dy 

A plaque of appreciation to Oracle Petroleum 

corporation from the Lubes accounts 

A plaque of appreciation to Lubes territory 

distributor Janette Ong Marketing 

SOAR PHOENIX 13


They partied with Phoenix 

Some 300 business partners of Phoenix Petroleum Philippines, Inc. joined the celebration of another successful year in the PPPI 

Business Partners’ Appreciation Night on Dec. 14, 2008 at the Apo View Hotel. 

14 SOAR PHOENIX

List of awardees 

It has been a tradition for Phoenix Petroleum Philippines, Inc. 

in its annual Business Partners Appreciation Night to recognize 

outstanding retailers, commercial accounts, and lubes business 

partners. For 2008, the following are the awardees. 

AwARDS of ExCEllEnCE In RETAIl 

1. Mylene Y. Aquino of Phoenix Motorist Haven*FA, Ma-a, 

Davao City 

2. Solar Fuel Corporation of Phoenix Lizada, Davao City 

3. Ramil C. Fabella of Bislig City Phoenix Fuels Gasoline & 

Servicing Station, Mangagoy, Bislig City 

4. Celso M. Agbones of Phoenix Tagum Gasoline Station, 

Visayan Village, Tagum City 

5. Gloria E. Masendo of Masendo Phoenix Station, Talacogon, 

Agusan Sur 

6. Leo Philips C. Villahermosa of Valencia Phoenix Filling Station, 

Sayre Highway, Valencia City 

7. Solar Fuel Corporation, Antipas branch, North Cotabato 

8. Bukidnon Petroleum Distributor & General Merchandise, 

Inc. of Hagkol, Valencia City 

9. Rodulfo I. Cornejo, Jr. of RC Phoenix Service Station, San 

Francisco, Agusan del Sur 

10. Hannah D. Galbo of North Lane Phoenix Service Station, 

Makilala, North Cotabato 

SAlES AChIEvEMEnT AwARDS In RETAIl 

1. Celso M. Agbones of Phoenix Tagum Gasoline Station, 

Visayan Village, Tagum City 

2. Mylene Y. Aquino of Phoenix Motorist Haven*FA, Ma-a 

Diversion Rd., Davao City 

3. Ramil C. Fabella of Bislig City Phoenix Fuels Gasoline & 

Servicing Station, Mangagoy, Bislig City, Surigao del Sur 

4. Eutropio S. Jayectin of Triple “E” Phoenix Station, Nabunturan, 

Compostela Valley 

5. Ventura A. Into of Venture’s Filling Station, Makilala, North 

Cotabato 

Con’t... They partied with Phoenix 


AwARDS of ExCEllEnCE (CoMMERCIAl) 

1. Sumifru Philippines Corporation of Tibungco, Davao City 

2. MG Mining and Energy Corporation of Mangagoy, Bislig 

City, Surigao del Sur 

3. APEX Mining Corporation of Masara, Maco, Compostela 

Valley 

4. Davao Reyer Transport Services, Corporation of Ecoland, 

Davao City 

luBE SAlES AChIEvEMEnT AwARD 

1. Bislig City Phoenix Fuels Gasoline & Servicing Station 

2. Motomagic Oil and Parts Dealer 

3. Phoenix DCG Toril 

4. Phoenix Motorist Haven 

5. Phoenix Tagum Gasoline Station 

PlAQuES of APPRECIATIon 

To luBES DISTRIBuToRS 

- All Outdoor, Incorporated of Territory P06 

- JB Auto Basic Trading, Territory P07 

- NH Motor Sales, Territory P09 

- Unichem Industrial Sales, Inc., Territory P11 

- Solar Fuel Corporation, Territory P12 

- Jannette Ong Marketing, Territory P13 

- General Dynamics Business Solutions, Territory P13A 

- ACS Commercial – Territory P14 / P15 

PlAQuES of APPRECIATIon To BuSInESS PARTnERS 

- Davao Reyer Transport Services, Inc. 

- MG Mining and Energy Corporation 

- Vicente T. Lao Construction Corporation 

- Ay-ing Enteprises 

- Oracle Petroleum Corporation 

CERTIfICATE of RECoGnITIon To SuPPlIERS 

These suppliers demonstrated commitment, innovation and 

results that set them apart from the rest of the industry; shown 

exceptional performance; and continuously exceed the company’s 

expectations. The supplier awardees are: 

- Custom Grafix Advertising 

- Five Star Surplus & Hardware, Inc. 

- New United Car Parts 

- CISA Marketing 

- Servityre Sales & Service Center 

- Mapjacs Incorporated 

- Regan Industrial Sales 

SOAR PHOENIX 15

Phoenix Petroleum Philippines, Inc. launched actress Marian 

Rivera as the Phoenix Maiden in grand ceremonies on December 

14, 2008, Sunday, in Davao City. 

A press conference was held with the Davao media at Apo 

View Hotel to introduce Marian as the Phoenix Maiden. 

Said Marian, “Before accepting their offer, I wanted to 

know first what the company was about. I learned that Phoenix 

Petroleum is a young and successful company from Davao City. 

I found so many things in common between us – boldness, the 

drive to succeed and the passion for excellence. For these reasons, 

I happily accepted the offer to become the Phoenix Maiden. And 

I want to be a kapuso of Phoenix Petroleum.” 

PPPI President and CEO Dennis Uy told the press, “To have 

Marian Rivera as our Phoenix Maiden is a milestone in our 

young but very successful company... I am very confident that 

Phoenix Petroleum’s relationship with Marian will go a long 

way... With Phoenix Maiden Marian Rivera, and in tandem 

with world champion Manny Pacquiao, Phoenix Petroleum is 

confident in its future.” 



Phoenix, Marian Rivera 

formalize partnership 

Said popular TV and movie actress Marian 

Rivera: “Ako po ay isa nang kapusong Phoenix 

Petroleum, ang inyong Phoenix Maiden.” 

> Phoenix Maiden Marian Rivera receives a 

welcome bouquet from PPPI AVP for Lubes 

and chemicals Alberto Alcid. 

PPPI President & chief Executive Officer Dennis Uy and Phoenix 

Maiden Marian Rivera seal the partnership. 

Phoenix Petroleum management and Marian Rivera formally sign the contract on a two-year 

partnership. From left are PPPI Vice President for Human Resources and Brand Management 

Sandee Elecerio-Parra, PPPI President & chief Executive Officer Dennis Uy, Phoenix Maiden 

and actress Marian Rivera, PPPI AVP for Lubes and chemicals Alberto Alcid, and PPPI AVP for 

Sales – Mindanao Edgar Alerta. 

PPPI corporate communications Manager Bobby A. 

Tuason facilitates the presscon with PPPI executives and 

Phoenix Maiden Marian Rivera for the Davao media


A Mardi Gras X’mas party 

Phoenix Petroleum Philippines, Inc. held a Mardi Gras Christmas Party on Dec. 19, 2008 for the Manila team and on Dec. 20 for the 

Vis-Min team. The Manila party at Le Souffle at The Fort, Taguig City was attended by PPPI-Manila, Chelsea Shipping Corp., and the 

UDENNA Group. The main event of both parties was the talent showdown, won by the Brazil team in Davao and the Arabian team 

in Manila. More fun and entertainment came from raffles, gift exchanging, costume contest, and individual talent contest. Team 

Phoenix capped the party with swinging and dancing. Photos here from the party at Davao’s Grand Regal Hotel. 

King of 

the Night 

Ben Sur 

as Zorro 

“Parrot” 

“Maruja” 

“The Joker” “cyndi Lauper” 

Queen of the 

Night Mona 

Parahinog as 

Mulawin 

First placer: Brazil team 

“Galadriel” 

“Abraham Lincoln” 

“Lone Ranger” 

Second placer: Arabia team 

PPPI President Dennis Uy, wife 

cherylyn, and daughter chelsea 

Hosts chryss Damuy, George 

Nifras, and Rebecca caterio 

Brazil team 

Third placer: Hawaii team Fourth placer: Africa team Mancomm sings Merry christmas to Team Phoenix 

SOAR PHOENIX 17

neW stAtions 

Phoenix now in Luzon 

Phoenix Petroleum Philippines, Inc. opened its first station in Luzon on October 10. 

The retail and service station in Marikina is the 75th station of the company. Marikina 

Mayor Marides Fernando welcome PPPI to her city. PPPI executives and Phoenix 

Maiden Marian Rivera attended the opening. In December, two more Phoenix stations 

opened in Luzon: in Zambales City and in Cabanatuan, Nueva Ecija. 

The Phoenix Marikina station is strategically 

located in the gateway to San Mateo and 

Batasang Pambansa. 

PPPI Engineering and Service crew with President & cEO Dennis Uy 

Team Phoenix from Manila and Davao with Phoenix Maiden Marian Rivera 


PPPI President and cEO Dennis Uy, Marian 

Rivera, and AVP for Engineering and Maintenance 

Alex Lumbuan 

Phoenix Maiden Marian Rivera gases up at 

Phoenix Marikina 

L-R) Josephine c. Josef and son Marikina 

dealer Miguel Patrick J. Manahan, PPPI 

President’s wife cherylyn Uy and daughter 

chelsea, Marian Rivera, and Marikina Mayor 

Marides Fernando toast a first for Phoenix

Seagull 

Opened Oct. 18, 2008 

Former President Fidel Ramos and Press Secretary Jesus 

Dureza graced the opening of the 80th station of Phoenix 

Petroleum, October 18. 

The station in Seagull Mountain Resort, Napalico 

Lorega, Kitaotao, Bukidnon is operated by Elizabeth 

Dureza, wife of the Press Secretary. 

The station is located 82 km from Davao City. 

The Phoenix-Seagull complex will have services such 

as a convenience store, Express Service Bay, and transient/overnight 

stay for travelers. 

L-R, PPPI General Manager-Mindanao Nick Dy, former president 

Fidel Ramos, PPPI VP for Human Resources and Shared 

Services Sandee Parra, Press Secretary Jesus Dureza, and PPPI 

President and cEO Dennis Uy cut the ribbon 

Maitum, Saranggani 

Opened Oct. 2008 

Marbel, South Cotabato 

Opened Nov. 8, 2008 

Baganga, Davao Oriental 

Opened Nov. 28, 2008 

neW stAtions 

Press Secretary Jess Dureza proudly 

supports a Davao brand 

Montevista, Compostela Valley 

Opened Oct. 13, 2008 

Former president Ramos shows off 

Phoenix lubes 

Team Phoenix with former President Ramos and Press Secretary Dureza at the 

Phoenix Seagull station 

San Marcelino, Zambales 

2nd Luzon station. Opened Dec. 20, 2008 

Other station openings: 

cateel, Davao Oriental 


Ampatuan, Sultan Kudarat 


Kadingilan, Bukidnon 


Cabanatuan City, Nueva Ecija 

3rd Luzon station. Opened Dec. 28, 2008 

L-R: PPPI Vice President Manny Quimson, 

dealer Manny Laxamana, and Nueva Ecija 

Provincial Administrator Atty. Alejandro R. 

Abesamis cut the ribbon during the opening 

SOAR PHOENIX 19

Snacks are best enjoyed eaten together. 


GiVinG BACK 

A Phoenix Christmas for kids 

Phoenix Petroleum Philippines, Inc. 

through Phoenix Foundation, Inc. held a 

Christmas Outreach Program to children 

in Brgy. Bo. Pampanga on December 22, 

2008. Over a thousand children enjoyed 

the games and received snacks, toys, and 

school supplies. 

PPPI President and cEO Dennis Uy distributes 

snacks to the children. 

“Thank you, Phoenix!” 

A clown entertains the children with games and magic tricks. 

Phoenix Foundation, Inc. President cherylyn Uy and 

daughter chelsea distribute toys and school supplies. 

children show off their dancing skills. 

Phoenix staff join the distribution of goodies. 

Phoenix helps 

blind children 

Phoenix Foundation, Inc. 

joined the Resources for the 

Blind, Inc. in celebrating 

“Panagsadya 08,” a Christmas 

party for blind children, on 

Dec. 12 at the NCCC Mall. 

Games, entertainment, food, 

and gift-giving brought 

smiles to the children’s faces. 

Phoenix donated 10 sacks of 

rice as part of the giveaways.

By Stephen Covey 

Discover the 90/10 Principle. 

It will change your life (at least the way you react to 

situations). 

What is this principle? 10% of life is made up of what happens 

to you. 90% of life is decided by how you react. 

What does this mean? We really have no control over 10% of 

what happens to us. 

We cannot stop the car from breaking down. The plane will 

be late arriving, which throws our whole schedule off. A driver 

may cut us off in traffic. 

We have no control over this 10%. The other 90% is different. 

You determine the other 90%. 

How? By your reaction. 

You cannot control a red light. but you can control your 

reaction. Don’t let people fool you; YOU can control how you 

react. 

Let’s use an example. 

You are eating breakfast with your family. Your daughter 

knocks over a cup of coffee onto your business shirt. You have no 

control over what just happened. 

What happens next will be determined by how you react. 

You curse. 

You harshly scold your daughter for knocking the cup over. 

She breaks down in tears. After scolding her, you turn to your 

spouse and criticize her for placing the cup too close to the edge 

of the table. A short verbal battle follows. You storm upstairs and 

change your shirt. Back downstairs, you find your daughter has 

been too busy crying to finish breakfast and get ready for school. 

She misses the bus. 

Your spouse must leave immediately for work. You rush to 

the car and drive your daughter to school. Because you are late, 

you drive 40 miles an hour in a 30 mph speed limit. 

After a 15-minute delay and throwing $60 traffic fine away, 

you arrive at school. Your daughter runs into the building without 

saying goodbye. After arriving at the office 20 minutes late, you 

find you forgot your briefcase. Your day has started terrible. As 

it continues, it seems to get worse and worse. You look forward 

to coming home. 

When you arrive home, you find small wedge in your 

relationship with your spouse and daughter. 

Why? Because of how you reacted in the morning. 

Why did you have a bad day? 

A) Did the coffee cause it? 

B) Did your daughter cause it? 

C) Did the policeman cause it? 

D) Did you cause it? 

The answer is “D”. 

You had no control over what happened with the coffee. How 

you reacted in those 5 seconds is what caused your bad day. 

Here is what could have and should have happened. 

Coffee splashes over you. Your daughter is about to cry. You 

gently say, “Its ok honey, you just need to be more careful next 

time”. Grabbing a towel you rush upstairs. After grabbing a new 

shirt and your briefcase, you come back down in time to look 

through the window and see your child getting on the bus. She 

turns and waves. You arrive 5 minutes early and cheerfully greet 

tiPs 

Living the 90-10 Principle 

the staff. Your boss comments on how good the day you are 

having. 

Notice the difference? 

Two different scenarios. Both started the same. Both ended 

different. 

Why? 

Because of how you reacted. 

You really do not have any control over 10% of what happens. 

The other 90% was determined by your reaction. 

Here are some ways to apply the 90/10 principle. If someone 

says something negative about you, don’t be a sponge. Let the 

attack roll off like water on glass. You don’t have to let the negative 

comment affect you! 

React properly and it will not ruin your day. A wrong reaction 

could result in losing a friend, being fired, getting stressed out 

etc. 

How do you react if someone cuts you off in traffic? Do you 

lose your temper? Pound on the steering wheel? A friend of mine 

had the steering wheel fall off) Do you curse? Does your blood 

pressure skyrocket? Do you try and bump them? 

Who cares if you arrive ten seconds later at work? Why let the 

cars ruin your drive? 

Remember the 90/10 principle, and do not worry about it. 

You are told you lost your job. 

Why lose sleep and get irritated? It will work out. Use your 

worrying energy and time into finding another job. 

The plane is late; it is going to mangle your schedule for the 

day. Why take outpour frustration on the flight attendant? She 

has no control over what is going on. 

Use your time to study, get to know the other passenger. Why 

get stressed out? It will just make things worse. 

Now you know the 90-10 principle. Apply it and you will be 

amazed at the results. You will lose nothing if you try it. The 90-10 

principle is incredible. Very few know and apply this principle. 

The result? 

Millions of people are suffering from undeserved stress, trials, 

problems and heartache. We all must understand and apply the 

90/10 principle. 

It CAN change your life. 

Stephen Covey is the author of the bestselling book “The 7 Habits 

of Highly Effective People.” This article can be found in numerous 

websites. 

WWW.FREEDIGITALPHOTOS.NET 

SOAR PHOENIX 21

In 2006, the husband and wife team of 

Mico and Mylene Aquino were looking 

for a good business opportunity. 

They saw it in a Phoenix Petroleum 

station being constructed in Diversion 

Road, Ma-a, Davao City. 

So they called PPPI President Dennis 

Uy to express interest in the station. “But 

there was already a dealer,” said Ms. 

Aquino. “After one month, (PPPI AVP 

Sales-Mindanao) Edgar Alerta called for 

me to take over.” 

The Aquinos became one of the 

first of increasing Phoenix dealers in 

September 2006. Besides seeing that it 

would be a profitable business, “we believe 

in the company,” the couple said. In 2006, 

Phoenix Petroleum was still a new player 

in the oil industry, with only a dozen 

stations opened in Southern Mindanao 

and Davao that time. 

They like that “Phoenix is a growing 

company, and dealers are treated as 

business partners,” said Ms. Aquino. 

The couple’s confidence in the 

company paid off. Under their company 

Phoenix Motorist Haven*FA, the Aquinos 

bested other dealers to receive the PPPI 

Award of Excellence in Retail for 2008. 

They also placed second in the Sales 

Achievement Award. They and other 

outstanding dealers were awarded during 

the Business Partners’ Appreciation Night 

on December 14 in Davao City. 

The Phoenix Ma-a station is lucky not 

just for the Aquinos. In June, a jeepney 

driver dropped his raffle ticket there for 

the Phoenix “Tank-Full of Life Multi- 

Caravan of Prizes” promo and won the 

grand prize of a multicab. Noel Ogdoc 

said that Phoenix Ma-a was an accessible 

stop in his route. 

For now the Aquinos operate one 

station, but they are willing to expand 

given a good site. Aside from the Phoenix 

dealership, they are also engaged in real 

estate leasing and hotel business. 

The secret to their success is not 

really a secret. Ms. Aqunino credits their 

achievements to “hard work and handson 

management” – proving that in life as 

in work, the best rewards come from effort 

without short cuts. 


deAlers Corner 

They saw good business 

in a growing company 

Mico and Mylene Aquino receive their 2008 Award of Excellence from PPPI President Dennis 

Uy, PPPI AVP Sales-Mindanao Edgar Alerta, AVP Lubes and chemicals Alberto Alcid, and 

General Manager-Mindanao Nicholas Dy, at the Business Partners’ Appreciation Night, Dec. 

14, 2008 in Davao city. 

The Phoenix station in Diversion Road, Ma-a, Davao city 

Interested to be a Phoenix dealer? 

Call our Sales officers at 

- Phoenix Bulk Depot, Sasa, Davao city (082) 235-8888 loc 116 

- 7/F AcT Tower, 135 Sen. Gil Puyat Ave., Salcedo Village, Makati city (02) 813-4588 

- 117 LYL Arcade, Baloy, cagayan de Oro (088) 855-4527 

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

- 12F, Skyrise II Building, Asia Town IT Park, Lahug, cebu city (032) 236-8168, 236-8198 

Email: contactus@phoenixphilippines.com 

Or visit www.phoenixphilippines.com for more information on franchising

Success through - Phoenix Petroleum Philippines

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