Century Canning Corporation
L&S 125 CASE STUDY: CENTURY CANNING CORPORATION
Summary 1 Century Canning Corp: Operational Indicators
2007
2008
2009
Net sales
Ps2,300 million
Ps2,900 million n/a Net profit
Ps46 million
Ps51 million n/a Sources: Securities and Exchange Commission: Philippines 8,000 Corporations, 2008 edition Securities and Exchange Commission: Philippines 10,000 Corporations, 2009 edition
Note: Financial year ending, 31 December
Century Canning Corp is the flagship company of the Century Pacific Group, a privately-owned conglomerate present in a number of food areas. Its sister companies includes The Pacific Meat Co Inc (canned/preserved meat), Snow Mountain Dairy Corp (milk products) and Yoshinoya-Century Pacific Inc (consumer foodservice) among others.
The company’s core business is in canning, marketing and distribution of canned tuna, pink salmon and bangus (milkfish). However, its parent company Century Pacific Group is involved in other food-related markets, including canned seafood, canned meat, milk products, and consumer foodservice. It utilises a strong national network of distributors to supply supermarkets, independent small grocers, convenience stores and sari-sari stores across the Philippines.
Century Canning Corp’s overall strategy is to promote healthy living among Filipinos. Known for heavily investing in mass media advertising, its advertisements focus on tuna as a good natural source of Omega-3 DHA, fatty acids linked to memory, brain performance and behavioural functions. The company’s Century Tuna uses the tagline “Think Healthy, Think Century Tuna” in order to associate the brand with healthy eating and lifestyles. In 2009, it employed Derek Ramsay, sports and fitness icon, as its celebrity advocate.
Century Canning Corp manufactures its products in a state-of-the art canning facility in General Santos City, the main source of live tuna in the Philippines. The plant is strategically located in order to guarantee freshness
Summary 1 Century Canning Corp: Operational Indicators
2007
2008
2009
Net sales
Ps2,300 million
Ps2,900 million n/a Net profit
Ps46 million
Ps51 million n/a Sources: Securities and Exchange Commission: Philippines 8,000 Corporations, 2008 edition Securities and Exchange Commission: Philippines 10,000 Corporations, 2009 edition
Note: Financial year ending, 31 December
Century Canning Corp is the flagship company of the Century Pacific Group, a privately-owned conglomerate present in a number of food areas. Its sister companies includes The Pacific Meat Co Inc (canned/preserved meat), Snow Mountain Dairy Corp (milk products) and Yoshinoya-Century Pacific Inc (consumer foodservice) among others.
The company’s core business is in canning, marketing and distribution of canned tuna, pink salmon and bangus (milkfish). However, its parent company Century Pacific Group is involved in other food-related markets, including canned seafood, canned meat, milk products, and consumer foodservice. It utilises a strong national network of distributors to supply supermarkets, independent small grocers, convenience stores and sari-sari stores across the Philippines.
Century Canning Corp’s overall strategy is to promote healthy living among Filipinos. Known for heavily investing in mass media advertising, its advertisements focus on tuna as a good natural source of Omega-3 DHA, fatty acids linked to memory, brain performance and behavioural functions. The company’s Century Tuna uses the tagline “Think Healthy, Think Century Tuna” in order to associate the brand with healthy eating and lifestyles. In 2009, it employed Derek Ramsay, sports and fitness icon, as its celebrity advocate.
Century Canning Corp manufactures its products in a state-of-the art canning facility in General Santos City, the main source of live tuna in the Philippines. The plant is strategically located in order to guarantee freshness