Philippine Seven Corporation (PSC), operator of 7-Eleven, the leading convenience store chain in the Philippines, has announced that it will collaborate with suppliers in building strong brands this year. The announcement was made during the 7-Eleven Supplier’s Night held recently at The Fort’s NBC Tent in Taguig, Rizal.
In his speech, PSC marketing director Mike Chuaunsu noted that collaboration is the best way to succeed. “In an increasing age of specialization, the winners stick to what they do best and partner with others for the rest,” he said.

Chuaunsu said “brand building” collaboration efforts included product displays, Point-of-Sale terminals with audio-video capabilities and specialized back wall racks; using FBO initiative (First, Best and Only); supporting proprietary brands; and synchronizing promotions support.
By using FBOs, suppliers can exclusively launch their products to more than a million customers per week in 7-Eleven’s over 260 stores nationwide before rolling their products out to the general market.

Suppliers can also build their brands by “co-developing” some of 7-Eleven’s proprietary brands such as Rice Meals and innovative services like 24-Hour Bills Payment Express which the convenience store chain pioneered. Co-brand building was such a success in 2005 that 7-Eleven gave out awards to a number of suppliers for their outstanding contribution to increasing store sales.

A more powerful collaboration is established by synchronizing promotions support because both PSC and their suppliers get to manage their resources while the stores execute the promotion nationwide, delivering the best results.

7-Eleven envisions these initiatives to deliver even better value to customers and more benefits to suppliers, ultimately increasing sales in all of its stores.
7-Eleven franchisees, operating a total of 24 stores, were invited to grace the event, a first in the history of the suppliers’ gathering. One of the franchisees, 7-Eleven Tagaytay’s Mrs. Eufemia Paguio was pleased to attend the exclusive gathering. “We felt a sense of belonging as 7-Eleven noted our important contribution to the business," she said.

PSC chairman Vicente Paterno welcomed the franchisees, whom he acknowledged as the moving force behind the company’s success. “We are pleased to add another group of business partners to this get-together – our investor franchisees. We want to share the company’s overall plans also with you,” Paterno said. “Our company is committed to reciprocate the trust and confidence you have reposed in the company by entering into this franchise relationship.”

As the country’s leading convenience store chain, 7-Eleven offers a competitive franchise program for potential business partners. With 7-Eleven’s wide network, global reach and established operating system, franchisees are assured of a close partnership that is based on trust, transparency and proven business acumen.