August 18, 2019
WHAT lies between fine-quality products and their target consumers? For some, the answer is distributors, whose perseverance — or lack of it — in selling those products to their target market is key to the success — or failure — of an enterprise.
This is especially true for sales and marketing group Leads International Corp. (LIC), which has reached more people and places than anyone can expect, considering it is less than two years old.
“Our success is not only attributed to the quality of our products, but to the perseverance of our distributors, as well,” said Leads International President Jose Maria Fernando Malveda. “They make sure that we deliver our quality products to wider audiences.”
He said this during a jam-packed sales rally for and by his team that was held in Quezon City on August 3 in spite of the inclement weather that day. That, however, failed to stop distributors from celebrating their success.
The working partner of Leads Agricultural Products Corp., LIC broke into the local scene with Hiraya brown rice, its flagship brand of premium-quality rice grains that was a hit among health buffs in search of an alternative to white rice. Now, it plans to expand its portfolio by opening trading hubs in major cities across the country.
LIC is said to have gained P2 billion in sales and has emerged as a leader in an industry somewhat dominated by global conglomerates.
“We try to touch the hearts of our distributors, mostly mothers in their 30s, by giving them a picture of reality and make them realize that even a relatively small amount of money matters a lot,” Maldeva said.
“We don’t stop them from trying to earn more… [W]e make them realize the value of what they’re doing for the company,” he added.
Inspiring words do lead to perseverance, and that has allowed LIC to meet its goals.
As a firm skilled at serving a diverse clientele, LIC is now marketing what is called Hiraya germinated rice, said to be a level above regular brown rice in terms of health benefits and tastes like white rice.
“We continue to hone our business strategy for our partners and clients and we foresee more growth in the future with more trading hubs and business opportunities to open up for us,” Maldeva said.
During the rally, LIC Executive Vice President Angelique Malveda presented to the media the products their dedicated distributors would bring to the right market.
Thanks to these distributors who are properly handling its fast-growing product catalog, the company is now expanding. Future trading hub locations include Parañaque City, Baliuag town in Bulacan province, Olongapo City in Zambales province, Dasmariñas in Cavite province, Lapu-Lapu City in Cebu province, and Tagbilaran City in Bohol province.
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